[Office Partner Information Center] Last week, the A-share market was blocked. Among them, the emerging industry stocks represented by the GEM are relatively inferior, and the home stocks with good performance growth are showing resistance, and the related stocks such as Sophia and AIA are all changing in the intraday. Judging from this, the A-share hotspots have shown signs of returning from the conception stocks of “storytelling†to the return of traditional industry stocks with performance support.
Since the second half of last year, Sophia, the leader in the home furnishing industry, has come out of a wave of independent rising prices. Coincidentally, as a beautiful home furnishing company, Sofia is not a single seedling. According to the third quarterly report of listed companies, in the first three quarters of 2016, the revenue of listed listed companies increased by 7.7% year-on-year. If the impact of the divestiture of Da Ya Shengxiang assets was deducted, the revenue of the household industry in the first three quarters increased by 23.3% year-on-year; among them, the operating income in the third quarter, the second quarter and the first quarter increased by 14.4%, 9.8% and 1.5 respectively. %. Net profit increased by 32.8% year-on-year; among them, net profit in the third quarter, second quarter and first quarter increased by 53.1%, 25.0% and 19.7% respectively. 
Secondly, the “Double 11†sales data of the home industry is equally gratifying. On the day of “Double 11â€, the Sofia brand's transaction volume reached 239 million yuan. In 2015, the “double 11†data was about 120 million yuan, an amazing growth rate. The turnover of Gujia Home “Double 11†was 311 million yuan, and the data of “Double 11†in 2015 was about 80 million yuan. From this point of view, the growth of the performance of the home industry is not a case.
The home industry is the result of the pursuit of quality life, highlighting the trend of consumption upgrades. Analysts pointed out that the home industry's strong growth since last year was mainly due to the sharp rebound in real estate sales data since the second half of 2014. In general, sales of household products lag behind real estate sales for about 6 to 9 months, so 2015 became the starting point for the growth cycle of the home industry performance. The data shows that the sales area of ​​commercial housing in the first three quarters of 2016 increased by 27% year-on-year. It is expected that the demand for households will remain strong in the next six months.
In addition, the improved demand will also drive the sales of medium and large-scale real estate sales to maintain a strong momentum. Such buyers have higher requirements for household products and stronger price acceptance, which is more conducive to the improvement of the performance of home-based enterprises with brand advantages. . In recent years, the hot sales momentum of the home furnishing industry, mainly with customized, non-polluting and high-end brands as traction forces, shows that the consumption power of residents is obviously improving, and the willingness to pursue quality life is greatly enhanced.
In the operation, we can focus on home industry stocks with customized and environmental protection features, such as Sophia, AIA ceiling, Qumei home, etc. At the same time, the home industry leader who benefits from the consumption upgrade is also worthy of active attention, such as Sun Paper, China Shun Jie and so on.
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