With the delivery of more and more affordable housing, many affordable housing tenants have joined the renovation team, which has become one of the market increments that cannot be ignored in the home industry. At present, some stores and home improvement companies also feel the importance of these people to the market, and some enterprises have even begun to design targeted products, which may be launched around the "Eleventh". It is understood that this part of consumers not only have requirements for cost performance, but also for the total price, and home furnishing enterprises are more inclined to exchange prices for quantity in the case of the overall market downturn. According to the data of affordable housing in the home industry, Beijing started to deliver 1.6 million sets of affordable housing this year. Among them, 90,000 sets are used for public rental housing, and the other 70,000 sets are used for directional resettlement houses such as population relief in the old city, shantytown renovation, and demolition of key projects. These new affordable housing will bring new market increments to the home furnishing industry. In mid-August, the Atlas of Standard Design of Public Rental Housing in Beijing was released, including four types: 1 1 standard apartment. Through different combinations, the design scheme of 2 1 can be formed, the original pure northern apartment design is cancelled, balconies ranging from two to three square meters are added, and the comfort is improved. Yang Jiaji, director of the Standards and Informatization Division of the Municipal Housing Insurance Office, also said that although the area of public rental housing is low, the standard is not low. Many furniture and building materials enterprises and stores also feel the importance of this part of the market. Zhang Dawei, director of Beijing Zhongyuan Real Estate Research Department, said that due to the fact that the delivery time of affordable housing is later than that of commercial housing, the explosive transaction volume in the real estate market in previous years is gradually being released, and more and more affordable housing will join the decoration ranks. Ren Cheng, vice president of Easyhome, said in an interview that although Easyhome has always been positioned in the mid-to high-end market, it is also obvious that there is a great demand for affordable housing, and the management attaches great importance to this market demand. Ren Cheng believes that although we haven't formally studied what measures should be taken, the liberalization of affordable housing may make up for the weakness of the market. We will definitely pay attention to this market and make some targeted changes in marketing strategies. Enterprises launch affordable housing products. While more and more affordable housing is being renovated, many stores and furniture companies also provide targeted services for this part of consumers. Lin Zhijie, assistant to the president of Huida Sanitary Ware and general manager of the Big Project Division, said that Huida has launched a small-sized product dedicated to affordable housing, such as a 660-cm-long toilet, which is about 40 cm shorter than the general toilet and costs only 500-600 yuan. Ge Yongming, chairman of Beijing Shenghua Furniture Co., Ltd. also said that he is studying and producing new products of affordable housing furniture, which is expected to be launched around the "Eleventh" National Day. These products will make some changes according to the special needs of consumers of affordable housing. For example, considering that the space of affordable housing is relatively small, we hope to ensure the comfort of residential living and improve the quality of life of residents under limited conditions. Boloni recently launched a 49,800 yuan affordable housing package, covering an area of 60 square meters, with fine decoration standards, including basic construction and cabinets, toilets, doors and floors. In addition, as early as April this year, Red Star Macalline Chaoyang Road Store and some brands participated in the design of some special products for affordable housing, including Yifeng, Baiqiang, Li Qiang, Iris and other famous brands. From April 23rd, the store subsidized 6.5% payment for the first phase 1000 sets of affordable housing products, including sofa, bed and mattress, and 7.5% payment for other products, and accepted the city reservation indefinitely. Wang Xiaobing, deputy general manager of modern decoration, told the reporter that many customers who have encountered affordable housing in the actual decoration process generally recommend packages for the renovation of old houses, including 1 30,000 to 30,000 packages, which can just meet the needs of these consumers. "These 20% customers will choose home improvement companies, and these 20% people are not very demanding on prices." Wang Xiaobing said that enterprises will adjust materials and other aspects to meet the requirements of these people, which is not only cost-effective, but also low in total price. And enterprises can only try to reduce profit margins, mainly for survival. In the overall poor market environment, even if these people do not meet the product positioning of some enterprises, they still have to achieve basic capital preservation and cannot simply pursue profits. Wang Zhiming, general manager of del floor Beijing Company, believes that the price of affordable housing will be slightly lower than that of the retail market. Del has participated in several group buying activities of affordable housing in the past, and the effect is quite good. Generally, a community can sign hundreds of households, and the orders are relatively concentrated. For enterprises, consumers who participate in activities generally pay more attention to prices, mainly relying on the improvement of quantity. Chen Jinlin, chairman of Long Min Ceramics Headquarters Base, also said that since the ceramic products themselves are not damaged, only new products will be relatively expensive, so they will focus on selling some products with more popular colors and patterns. Recently, for consumers who have price requirements, they are also calling on major dealers to "lighten their positions" and withdraw funds, that is, to sell the ceramic products accumulated in warehouses at low prices. The analysis of affordable housing emphasizes the storage function. Compared with ordinary commercial housing, the area of affordable housing is limited and the apartment type is relatively small. Furniture home improvement enterprises will make the overall size of furniture slightly smaller when designing products for the residents of affordable housing, which not only saves materials, but also meets the requirements of small-sized houses. At the same time, in view of the small space, some enterprises have specially strengthened the design of storage function to meet the requirements of this part of consumers. Centralized purchase Because most of the affordable housing is purchased by buyers with rigid demand, generally a residential area will be concentrated when delivered, and the decoration of the home will be relatively concentrated. Some brands make use of this feature to publicize and organize group purchases in advance, and will also receive good marketing results. Perfecting the national standard of affordable housing decoration will be launched in Wu Guoxing. President of Beijing Building Decoration Association, affordable housing is provided by the government to protect people with low living standards. It has both characteristics and the characteristics of commercial housing. The characteristic of * * * is for consumers to live in, and the quality and quantity should be guaranteed to meet the needs of consumers. The characteristic is that the specific requirements and economic conditions are different, which is nothing more than the difference between the construction area and the decoration grade. As far as I know, there is no recommended brand or enterprise for the renovation of affordable housing, but enterprises still have to meet the needs of these people. At present, the state is formulating standards, and the Housing Construction Committee has entrusted the China Housing Association to do so. At present, it has basically reached the final stage. As for when it will be promulgated, it is still uncertain. Enterprises have obligations and responsibilities. Yong, general manager of Boloni brand promotion department, may not be so strong economically. As an enterprise, they may think more about not making money, but reflecting the social responsibility of an enterprise and trying to serve these people. Boloni is one of the earliest home furnishing enterprises that responded to the renovation of affordable housing by the Ministry of Construction. We co-edited a guide to the decoration of affordable housing with the industrial center of affordable housing decoration of the Ministry of Housing and Urban-Rural Development. This idea was put forward by them, and we are obliged to provide a series of services.