In the first half of this year, the performance of the building materials home industry has been underwhelming. According to official data, sales of large-scale building materials homes across the country reached 102.8 billion yuan in June, marking a 2.71% decline from the previous period and a significant 17% year-on-year drop. From January to June, total sales amounted to 519.6 billion yuan, representing a 6.19% decrease compared to the same period last year. Industry insiders suggest that as the second half of the year approaches, the sector is expected to enter the decoration season, which may bring some improvement. However, expectations remain low, and the industry continues to face a challenging landscape.
The National Building Materials Index (BHI) for June stood at 108.10, down 1.01 points quarter-over-quarter and 11.51 points year-on-year. Experts attribute the slight decline in BHI to the saturation of real estate's "rigid demand," even though property sales continued to grow. The seasonal rainy period in certain regions also impacted home renovation activities, while some real estate investment demand may have boosted sales and prices.
As China’s economy develops and living standards improve, people are placing greater emphasis on quality of life, leading to increased attention on the building materials industry. This sector holds unique dual characteristics—both production-related and lifestyle-oriented—and plays an essential role in the national economy.
Wang Xuqing, deputy director of the Department of Circulation and Development at the Ministry of Commerce, highlighted the grim situation facing the building materials home industry. With ongoing real estate regulation policies, potential buyers are hesitating, leading to declining purchasing power and stagnant demand. Excess supply has led to intense competition, with many stores struggling to survive. In some cities, store occupancy rates have dropped significantly, making it unsustainable to maintain operations with such high space utilization.
Current store formats are no longer aligned with urbanization trends, affordable housing construction, or the rise of refined home design. Most existing stores operate on a lease model, targeting individual decorators and small teams. However, newly built homes are increasingly being pre-decorated or fully renovated, reducing the need for "one-stop shopping" and shifting toward "supplemental purchasing" or "fine decoration" models. These changes are reshaping how customers interact with the market.
E-commerce is also having a major impact on traditional retail. As digital technology advances and logistics improve, online platforms are gaining more influence over consumer behavior. Group buying and offline transaction models further pressure traditional rental-based stores.
Upgrading and transforming the industry is now critical. Wang Xuqing noted that companies are focusing on real estate renovation potential rather than expanding blindly or engaging in unhealthy competition. They are seeking new customer segments with sustainable purchasing power to navigate the painful transition phase. Overall, the building materials home industry mirrors the macroeconomic environment, entering a period of stable but slower growth.
He believes the industry will continue to see a divide between strong and weak players. High-quality stores will attract both customers and merchants, while weaker ones will be left behind. With the gradual release of real estate demand, the gap between good and bad will widen. Therefore, transformation is not just beneficial—it is essential.
To achieve this, innovation and service improvements are key. One area of innovation involves developing e-commerce platforms, while another focuses on adjusting supplier relationships and profit-sharing models. Improving services means offering more support to both merchants and customers, shifting from rent-seeking to proactive promotions to draw in more shoppers.
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