2025建材家居卖场商户经营调研报告发布

20th China Building Materials and Home Furnishing Market Annual Conference 20th China Building Materials and Home Furnishing Market Annual Conference

From November 14th to 16th, 2025, the 20th China Building Materials and Home Furnishing Market Annual Conference was grandly held in Jinan, Shandong. This 20-year-old industry event gathered leaders from relevant national departments, heads of industry associations, representatives of national and regional chain stores, brand merchants, distributors, and mainstream media. The conference focused on "quality improvement, efficiency enhancement, stable business, and transformation," and injected confidence, vitality, development strategies, and directions into the building materials and home furnishings circulation industry through various forms such as strategic private board meetings, themed speeches, data releases, self-discipline conventions, high-end dialogues, immersive experiences, and thematic forum discussions.

The conference was hosted by the China Building Materials Circulation Association, executed by the Home and Building Materials Market Committee of the China Building Materials Circulation Association, and organized by Qiaoduotianjun Furniture Co., Ltd. of Shandong.

Image: Secretary of the Home and Building Materials Market Committee of the China Building Materials Circulation Association, Tan Haidan

During the conference, Secretary Tan Haidan of the Home and Building Materials Market Committee of the China Building Materials Circulation Association released the "2025 Report on the Operating Status of Tenant Merchants in Building Materials and Home Furnishing Markets."

In order to fully reflect the current operating status of the tenant merchants in building materials and home furnishings markets, strengthen development confidence, explore development directions, and seek development paths, the Home and Building Materials Market Committee of the China Building Materials Circulation Association specially conducted a survey on the operating status of tenant merchants in 2024. It is hoped that this report will provide a strong reference for enterprises to grasp future development.

The survey was supported by industry enterprises, with a total of 2219 high-quality samples collected from 26 provinces, autonomous regions, and municipalities directly under the central government. The participating and assisting enterprises are sincerely thanked.

The questionnaire survey consisted of 30 questions, and the following is an excerpt. The complete version of the survey report is only provided to the enterprises participating in this survey.

The report comprehensively reflects the current operating status of tenant merchants in building materials and home furnishings markets from three aspects: the basic situation of tenant merchants, the operating status of tenant merchants, current difficulties, and future planning.

The operating team of the market merchants: the proportion of stores with 1-3 employees is the highest, accounting for 65.51%, followed by 4-10 employees, accounting for 30.45%. The total of less than 10 people accounts for 95.96%, indicating that the proportion of large merchants is not high, and 1-3 people are the main group.

The top three concerns of customers purchasing goods are good service, worry-free and convenient, good product quality, and green environmental protection, which shows the reality of consumption upgrading.

The reasons why merchants choose to operate in the market are: providing the scenes and experiences needed by customers, followed by the gathering of peers and the services of the market helping with operation; for those with customer flow, only 30% are selected, showing the severe situation of customer flow in the market.

It is indicated that having a good scene and experience, a good category structure, and perfect services are the current value of the market in the eyes of merchants. While customer flow, which used to be an advantage of the market, has greatly declined in value.

Compared to last year, there is no significant change in the demands of merchants for the market. Helping to attract customers is still the top demand. In addition, increasing the intensity of marketing activities, improving service capabilities and levels, and maintaining stable operation without disturbances, the proportion of which has increased by more than 5%.

Key points for improving the service of the market to merchants:

Customer flow is an important value of the market. Now, merchants choose to operate in the market because of customer flow, accounting for only a little over 30%. Attracting customers should become the top priority of the market. Stabilizing and attracting merchants, increasing efforts in stabilizing merchants, and expanding ideas in attracting merchants. Focus on cultivating and supporting young, conceptually-oriented distributors; focus on guiding and supporting distributors with strength and concepts. Guide distributors with strength to make store state upgrades in enriching scenes, improving experiences, ensuring quality, improving services, and digitalizing. Improve its own operational capabilities and become a true community of destiny with distributors.

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