As the real estate industry, which has entered the stock era from the incremental era, has gradually hit the ceiling of scale, the home building materials industry with overcapacity has increasingly fallen into the growth dilemma of a weak market. Judging from the continued cooling of the real estate industry in 2021, the bleak start to 2022, and the continuous "thunders" of real estate companies, for a long time to come, the home building materials industry will show manufacturers and dealers competing in the stock market. "Hand-to-hand combat" scene.
The incremental era is gone forever. Competition in the existing market is so fierce. Where is the new growth point in the home building materials industry?
The national "14th Five-Year Plan" outline clearly proposes to accelerate the transformation of urban development methods, coordinate urban planning and construction management, implement urban renewal actions, and promote the optimization of urban spatial structure and quality improvement. Among them, the urban renewal action includes a series of projects to benefit the people, such as the renovation of old communities, which has attracted social attention. The "14th Five-Year Plan" outline is also proposed in the form of a column. Urban renewal includes completing the renovation of 219,000 old urban communities built before the end of 2000, basically completing the renovation of old factory areas in big cities, and renovating a number of Large old blocks and a number of urban villages will be renovated according to local conditions.
In March 2021, “urban renewal” was included in the Government Work Report of the State Council for the first time. Subsequently, all parts of the country began to actively engage in urban renewal actions, implementing urban physical examination and assessment mechanisms, preventing large-scale demolition and construction during urban renewal, launching urban renewal pilots, and increasing efforts to delineate historical and cultural blocks and identify historical buildings... And just now At the beginning of 2022, many places have proposed the implementation of urban renewal actions in their respective government work reports.
Relevant statistics from the Ministry of Housing and Urban-Rural Development show that as of the first half of 2020,there are about 170,000 old residential communities across the country, involving more than 42 million residents, and the overall construction area exceeds 4 billion square meters. At the same time, more than 12 million square meters of old renovation demand floods into the market every year.
Some people believe that my country’s stock of about 800 million square meters needs to be updated every year in the future.City renewal will leverage a 10 trillion yuan market. According to statistics from relevant agencies, in addition to some partial decoration and undecorated parts, based on the decoration area of 4 billion square meters of old houses and the decoration cost of 1,000 yuan/square meter, the old house decoration market can reach 2 trillion yuan.
The strong promotion of the government and the huge potential space of the old renovation market give us reason to believe that urban renewal including old renovation will bring new opportunities to the home building materials industry.
Because of this, various home furnishing forces such as "Vanke·Huanxinjia" under the real estate giant Vanke, customized home furnishing giant Oppein, home furnishing store giant Red Star Macalline, and Liang Home Furnishing, one of the representatives of decoration companies, have entered the old renovation market. Suddenly, the old-fashioned renovation market was turbulent, and the Eight Immortals crossed the sea and showed their magical powers. But among them, ceramic construction companies seem to be missing.
Some analysts believe that the building materials that benefit from the tide of old renovation are mainly cement, waterproof materials, pipes, gypsum boards and coatings. Obviously, architectural ceramics (ceramic tiles) are not within its promising range.
However, is there really no chance for architectural ceramics?
Some people in the construction and ceramics industry believe that the "Notice on Preventing Large-scale Demolition and Construction Issues in the Implementation of Urban Renewal Actions" issued by the Ministry of Housing and Urban-Rural Development in August 2021 has made clear provisions on urban renewal. "Encourage the use of 'embroidery' techniques to repair and update old factories, old commercial areas, old residential areas, etc., strictly control building heights, and retain the distinctive pattern and texture of the old city to the greatest extent," Put an end to the chaos of being greedy for bigness, flattering foreigners, and seeking strange things, and strictly prohibit architectural plagiarism, imitation, and copycat behaviors.""Encourage the use of local building materials and forms to build urban buildings that reflect regional characteristics, national characteristics, and the style of the times." These regulations are inextricably linked to architectural ceramics.
A careful analysis shows that these requirements put forward by the Ministry of Housing and Urban-Rural Development should mainly focus on the external renovation of old factories, old commercial areas, and old residential areas. The internal renovation of old houses depends more on The owners themselves. However, these regulations at least open a window for ceramic tiles to touch the urban renewal market cake.
The demand released by renovation of exterior facade decoration of old houses and home decoration and renovation will be beneficial to the production of exterior walls Ceramics enterprises that produce bricks, wall and floor tiles, lightweight and thin products, especially decorative value-added porcelain exterior walls (integrated thermal insulation exterior walls, dry-hanging ceramic curtain walls) ;The demand released bypublic transportation places, public special service areas, public health areasetc.will be beneficial to the production of thin plates, thick bricks, anti-skid A ceramics enterprise that produces functional products such as bricks, floor paving stones, and healthy bricks.
As for whether the dividends brought by the internal renovation of old houses can be captured by the ceramics industry, it mainly depends on whether the ceramics companies and dealers have the ability to attract consumers who plan to renovate. the strength of the person. Among them, the appearance and quality of the products are naturally prerequisites. The level of after-sales service including the ability to deliver finished products will become a key factor for ceramic construction companies and dealers to seize the opportunity to renovate the interior of old houses. A powerful weapon for the market. Ceramic construction companies such as Dongpeng, Eagle Brand, and Xinmingzhu have already implemented or are implementing the complete assembly or finished product delivery model. If they enter the old renovation track, they will be more competitive than other ceramic construction companies. Advantages.
If they do not have the ability to deliver finished products, ceramics companies and dealers can at best become cheap suppliers for Vanke, Oppein, Red Star Macalline, and Liangju. In this sense, ceramic construction companies and dealers should also face reality and continuously improve services, especially the ability and level of finished product delivery.
