The home furnishing industry is warmly embracing the capital market. Nearly 100 companies have been listed, and dozens of companies have launched IPOs one after another, walking on the road of listing. In 2021-2022, around the capital market, these listed and quasi listed companies are performing tragedies and comedies one after another, forming an eye-catching focus. The official official account of Beijing business daily home finance, "home new finance" continued to pay attention to these events, which were summarized into the top ten financial focuses of China home from 2021 to 2022. Kong Wenxie, executive editor of Beijing business daily home channel, publicly released them at the 6th China home brand conference in 2022.

Kong Wenxie, executive editor of Beijing business daily home channel, released the top ten financial focuses of China home from 2021 to 2022

Focus 1: get together for IPO to seek capital assistance

Since November 15, 2021, Longzhu technology, Xujie technology and Zhixin electronics have successfully moved from the new third board to the Beijing stock exchange, becoming the first batch of Listed Companies in the Beijing stock exchange, it has become normal for home furnishing enterprises to pile up IPOs, including Mengtian home's listing on the main board of Shanghai Stock Exchange on December 2, 2021, Lianxiang shares' listing on the main board of Shanghai Stock Exchange on May 20, 2022, Muse shares' listing on the main board of Shenzhen Stock Exchange on June 23, 2022 On July 14, 2022, Wrigley home appliances Shenzhen stock exchange held its first meeting, and on July 20, 2022, it was sent to Europe home appliances Shenzhen stock exchange for its first meeting.

In addition to these listed companies and enterprises ready to be listed, there are also home furnishing enterprises such as sieneman home furnishing, cofan home furnishing, humco group, qusleep technology, Marco Polo, real estate intelligence, Huilian shares, MAG home furnishing, Huangpai home furnishing, etc. that are launching an impact on the capital market. With the help of capital, a number of household enterprises are becoming bigger, stronger and better.

Focus 2: domestic and overseas acquisitions become a magic weapon for expansion

On July 6, 2021, shell Fangfang announced the acquisition of 100% equity of Shengdu home decoration, with a total consideration of about 8billion yuan; On August 25, 2021, Anhong capital, one of the largest private equity investment funds in the world, announced that it would sell the controlling interest of Aimeng group (one of China's largest high-end mattress providers) to Hillhouse investment, a private equity institution focusing on the Asian market, with a total transaction volume of $2.5 billion; On June 2, 2022, Qumei home appliances announced that Hillhouse capital invested 200million yuan in Qumei runto, a wholly-owned subsidiary of Qumei home appliances.

Capital has entered the home furnishing industry with a strong force, and the investment of hundreds of millions or billions of yuan at every turn may not raise a big wave in the trillion home furnishing market, but it is a magic weapon to achieve rapid expansion.

Focus 3: listed companies frequently disclose delisting and delisting

On November 1, 2021, Meilin decoration was suspended from listing because it "failed to disclose the 2020 annual report within the specified time"; On March 22, 2022, *st Xinyi was terminated from listing due to financial fraud, becoming the first A-share compulsory delisting company in 2022; On May 6, 2022, Rongyi home was terminated for "failing to disclose the semi annual announcement of 2021 as required".

Listed home furnishing companies frequently exposed delisting and delisting, alerting enterprises entering the capital market: listing is not equal to "lying flat", and bad performance will end faster.

Focus 4: listed companies have repeatedly become the protagonists of the quality blacklist

Since the sampling results released by the Shanghai municipal market supervision and Administration Bureau on December 27, 2021 revealed that the five items of Sanxiong Aurora's batch 1 "fixed led rail spotlight" were unqualified, listed home furnishing companies frequently appeared on the quality black list. For example, on June 27, 2022, two batches of products under Keshun Co., Ltd. and one batch of "Bixin ultra white wall paint" products under Beixin building materials Co., Ltd. were declared unqualified by the Beijing municipal market supervision and Administration Bureau, On the same day, three batches of "wood-based panels (non flooring)" under Bunny's command were declared unqualified by the Sichuan provincial market supervision administration.

Listed companies with strong strength and large brands, which should be synonymous with quality, have repeatedly become the protagonists of the quality blacklist for many reasons, but they reflect their eagerness for quick success and instant benefit under the pressure of performance.

Focus five: the first antitrust protagonist to receive sky high fines

On September 27, 2021, due to the provisions of Article 46, paragraph 1 and Article 49 of the anti monopoly law of the people's Republic of China, bull group received the decision on administrative punishment issued by the Zhejiang provincial market supervision administration, and was fined 294.81 million yuan based on 3% of China's domestic sales of 9.827 billion yuan in 2020. This is the first time that antitrust protagonists have appeared in the household industry, and the ticket can be called "sky high price".

The household industry is difficult to become bigger and stronger, but bull group has formed a monopoly position. Although it has been punished according to the law, its super ability to make brand influence and market share has forced its peers to shame.

Focus 6: huge losses of listed home decoration enterprises become commonplace

The performance of listed companies of home decoration has exploded in this year, and huge losses have become commonplace. Taking the achievement of the target of net profit attributable to shareholders of listed companies as an example, Guangtian shares lost 5.588 billion yuan, a year-on-year decrease of 612.51%; Golden Mantis lost 4.95 billion yuan, down 308.52% year-on-year; Quanzhu lost 1.293 billion yuan, a year-on-year decrease of 1070.11%; Yasha lost 888 million yuan, a year-on-year decrease of 379.70%.

Highly dependent on real estate channels is an important reason for the huge performance losses of these home decoration listed companies, and also exposes their lack of market competitiveness.

Focus 7: corporate reputation is dragged down by celebrity spokesmen

In 2021-2022, many stars were exposed to personal misconduct or business violations, which greatly injured the household brand they were invited to endorse, and had to give up their love and try their best to restore their reputation, including vatti's abandonment of its relationship with Wu Yifan, piano's destruction of its contract with Li Yundi, yunmi's cancellation of its cooperation with Deng Lun, and so on.

Stars can bring traffic, and traffic is a "double-edged sword". Careless employment may be dragged down, which is counterproductive.

Focus 8: household executives perform job hopping drama

Since Sun Weige, the vice president of the gold medal kitchen cabinet, resigned on November 22, 2021, the job hopping drama of senior executives of listed companies has continued: on March 9, 2022, Chen Wei, the general manager of shuaifeng electrical appliances, resigned; On March 21, 2022, Feng Guohua, executive director and President of Minhua holdings, resigned; On July 8, 2022, Yang Xin, the deputy general manager of Sofia, resigned. At this time, it was only a year since he bid farewell to the position of vice president of europay.

According to incomplete statistics, 64 household executives changed in 2021, of which nearly half left; In the first half of 2022, 128 household executives changed, of which 77 resigned. The iron boss, the flowing general, and the job hopping of senior executives mean that the talent flow accelerates, which is not necessarily a bad thing for the household industry.

Focus 9: performance game in main and auxiliary industries

On December 29, 2020, Xilinmen signed a contract with lanyue film and television to transfer its film and television business. The 2021 annual report shows that the net profit attributable to the parent company during the period increased by 78.29% year-on-year to 559 million yuan. The 2022 interim report forecast shows that the net profit attributable to the parent company during the period increased by 37.92% year-on-year to 771 million yuan; Jiayu's 2021 annual report shows that the door and window business suffered huge losses due to the drag of real estate channels, but the share price rose instead of falling under the support of nearly 5billion yuan of photovoltaic orders.

Xilinmen abandoned its film and television business and its performance increased significantly. Jiayu shares entered the photovoltaic industry and boosted its share price. One is the return to the main industry, and the other is the penetration into the auxiliary industry. Focusing on the main industry may not have good performance, and attacking the auxiliary industry may not be doing nothing. The game between the main industry and the auxiliary industry tests the management wisdom of managers and the ability to predict the general market trend.

Focus 10: leaders of listed companies frequently fall into the vortex of public opinion

On September 30, 2021, after Chen Hui and Yang Jin dissolved their marriage, the actual controller of Dongyirisheng changed from Chen Hui and Yang Jin to Chen Hui; On May 16, 2022, Ni Zhanggen, chairman of dream lily, engaged in a "war of words" with investors, which triggered criticism from shareholders, and then the share price fell for many days; On June 20, 2022, Wang Donglei, the former actual controller of Rex lighting, was reported by his real name and suspected of misappropriating and embezzling 240million yuan of public funds through Bengbu Dehao; On June 28, 2022, Mengjie shares announced that 10.17% of the equity held by Jiang tianwu, the founder of Mengjie shares, and others were transferred. From then on, Jiang tianwu bid farewell to the position of the actual controller of Mengjie shares.

Every move of listed companies has attracted public attention, and the marriage changes and behavior of leaders have constantly become the focus topic, causing them to frequently fall into the vortex of public opinion, which has a significant impact on themselves and the enterprise.

The theme of the 6th China home furnishing brand conference in 2022 is "brand is king at present in the big test". It is hosted by West Street media, guided by China economic media association and the furniture decoration industry chamber of Commerce of the all China Federation of industry and commerce, strategic cooperation with Youju Research Institute, and undertaken by creative media. The official release media of this conference is Beijing business daily, and there are also 11 cooperative media, of which the chief cooperative media is Tencent home · shell, the chief supporting media is Leju finance, and the joint supporting media are Xinhuanet home, Netease home, Phoenix home, global network home, China Network home, Beijing news, boutique shopping guide, Chinese and foreign enterprise culture and data magazine.