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喜歡自己動(dòng)手的人越來(lái)越少,影響家裝公司業(yè)績(jī)

Sasha Rogelberg
2024-08-24

勞氏公司(Lowe's)的顧客在自己動(dòng)手裝修用品上的花費(fèi)正在減少。

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圖片來(lái)源:Spencer Platt/Getty Images

當(dāng)?shù)盅嘿J款利率如此之高以至于沒(méi)有人能買(mǎi)房或進(jìn)行抵押貸款再融資時(shí),人們也會(huì)停止進(jìn)行瓷磚填縫、粉刷和鋪設(shè)瓷磚等工作——所有這些自己動(dòng)手裝修工作都是以供出售的必要項(xiàng)目。

這給零售商帶來(lái)了巨大的痛苦。勞氏公司周三報(bào)告稱,截至8月初的第二季度可比銷售額下降了5.1%。該公司預(yù)計(jì)今年的零售業(yè)務(wù)銷售額將下降3.5%至4%,而此前預(yù)計(jì)的降幅為2%至3%。勞氏公司自己動(dòng)手業(yè)務(wù)的放緩與競(jìng)爭(zhēng)對(duì)手家得寶(Home Depot)的情況如出一轍,后者在第二季度銷售疲軟后大幅下調(diào)了銷售預(yù)期。家得寶目前預(yù)計(jì),今年的可比銷售額將下降3%至4%,這對(duì)于全球最大的家居裝修和建筑用品零售公司來(lái)說(shuō)是令人沮喪的前景,而該公司最初的預(yù)測(cè)是下降1%。

勞氏公司和家得寶在全美共有4000多家門(mén)店,它們承認(rèn)正在等待時(shí)機(jī),希望預(yù)期中的降息能讓消費(fèi)者再度熱衷于戴上防護(hù)眼鏡和手套重新裝修臺(tái)面。

勞氏公司首席執(zhí)行官馬文·埃里森(Marvin Ellison)表示:“我們都意識(shí)到,目前的環(huán)境利率升高、通貨膨脹居高不下。正因?yàn)槿绱耍约簞?dòng)手客戶只是在觀望,等待某種形式的拐點(diǎn)出現(xiàn)?!?/p>

事實(shí)上,抵押貸款利率已降至一年來(lái)的最低點(diǎn),但對(duì)家裝門(mén)店來(lái)說(shuō),暫時(shí)的緩解不會(huì)很快到來(lái)。GlobalData零售業(yè)務(wù)常務(wù)董事尼爾·桑德斯(Neil Saunders)表示,自己動(dòng)手相關(guān)消費(fèi)通常會(huì)在施行新舉措后6個(gè)月至1年達(dá)到峰值。因此,即使抵押貸款利率變得更有利,業(yè)余翻新項(xiàng)目也可能會(huì)擱置到2025年,哈佛大學(xué)(Harvard University)住房研究聯(lián)合中心預(yù)測(cè),明年住房維修支出將穩(wěn)步增長(zhǎng)。

因此,埃里森將銷售下滑的主要原因歸結(jié)于人們對(duì)廚房、浴室和地板等大額非必需品的購(gòu)買(mǎi)興趣減少——這是去年年底人們注意到的趨勢(shì)的延續(xù)。他說(shuō),惡劣的天氣也是原因之一,因?yàn)椤霸?月份的潮濕天氣之后,全美大部分地區(qū)很快在6月和7月出現(xiàn)酷熱天氣”,擾亂了人們通常在春夏兩季購(gòu)買(mǎi)庭院家具和草坪護(hù)理用品的習(xí)慣。

埃里森在財(cái)報(bào)電話會(huì)議上表示:“我們?nèi)杂写蠹s75%的自己動(dòng)手業(yè)務(wù)。因此,這些大額非必需品類別的任何回落對(duì)我們的影響尤其嚴(yán)重。”

家得寶也采取了類似的做法。該公司董事長(zhǎng)、總裁兼首席執(zhí)行官特德·德克(Ted Decker)表示:“本季度,較高的利率和更顯著的宏觀經(jīng)濟(jì)不確定性對(duì)消費(fèi)者需求造成了更廣泛的壓力,導(dǎo)致家居裝修項(xiàng)目支出疲軟?!?/p>

面對(duì)近20年來(lái)最高的房?jī)r(jià),潛在的購(gòu)房者實(shí)際上已被市場(chǎng)拒之門(mén)外。雖然新房主減少意味著修繕?lè)碌臋C(jī)會(huì)減少,但家裝行業(yè)可能會(huì)受到鎖定效應(yīng)的雙重打擊:由于疫情,潛在賣(mài)家獲得了超低的房貸利率,他們對(duì)將自己的房子投放市場(chǎng)的興趣大減。這就意味著賣(mài)家在將房子推向市場(chǎng)前完成最后一刻項(xiàng)目的動(dòng)力和機(jī)會(huì)都會(huì)減少,這對(duì)自己動(dòng)手業(yè)務(wù)又是一大打擊。

將拖延癥患者換成專業(yè)承包商

勞氏公司和家得寶已成為專業(yè)承包商的避風(fēng)港,從而避免了一味等待的局面。家得寶首席執(zhí)行官戴克今年早些時(shí)候表示,承包商的潛在市場(chǎng)可能會(huì)膨脹至2500億美元。這家零售商大約一半的客戶群來(lái)自專業(yè)承包商。家得寶專注于發(fā)展其“專業(yè)生態(tài)系統(tǒng)”,今年3月收購(gòu)了SRS Distribution公司,從而擴(kuò)大了其分銷網(wǎng)絡(luò)和銷售專業(yè)庫(kù)存的能力。

勞氏公司也采取了類似的做法,通過(guò)忠誠(chéng)度計(jì)劃和向裝修工地配送訂單,轉(zhuǎn)向以承包商為中心的銷售模式,并看到了這項(xiàng)投資帶來(lái)的收益。同店銷售額的中等水平個(gè)位數(shù)增長(zhǎng)和在線專業(yè)銷售額2.9%的增長(zhǎng)抵消了本季度的下滑。

埃里森表示:“有一件事毋庸置疑,那就是我們的專業(yè)業(yè)務(wù)正在增長(zhǎng)?!?/p>

埃里森相信,在房主們準(zhǔn)備好重新拿起電動(dòng)工具之前,勞氏公司可以渡過(guò)難關(guān)。

他說(shuō):“雖然我們無(wú)法預(yù)測(cè)家居裝修市場(chǎng)的復(fù)蘇日期,但我們相信,當(dāng)市場(chǎng)開(kāi)始好轉(zhuǎn)時(shí),我們將處于有利地位,能夠奪取市場(chǎng)份額?!保ㄘ?cái)富中文網(wǎng))

譯者:中慧言-王芳

當(dāng)?shù)盅嘿J款利率如此之高以至于沒(méi)有人能買(mǎi)房或進(jìn)行抵押貸款再融資時(shí),人們也會(huì)停止進(jìn)行瓷磚填縫、粉刷和鋪設(shè)瓷磚等工作——所有這些自己動(dòng)手裝修工作都是以供出售的必要項(xiàng)目。

這給零售商帶來(lái)了巨大的痛苦。勞氏公司周三報(bào)告稱,截至8月初的第二季度可比銷售額下降了5.1%。該公司預(yù)計(jì)今年的零售業(yè)務(wù)銷售額將下降3.5%至4%,而此前預(yù)計(jì)的降幅為2%至3%。勞氏公司自己動(dòng)手業(yè)務(wù)的放緩與競(jìng)爭(zhēng)對(duì)手家得寶(Home Depot)的情況如出一轍,后者在第二季度銷售疲軟后大幅下調(diào)了銷售預(yù)期。家得寶目前預(yù)計(jì),今年的可比銷售額將下降3%至4%,這對(duì)于全球最大的家居裝修和建筑用品零售公司來(lái)說(shuō)是令人沮喪的前景,而該公司最初的預(yù)測(cè)是下降1%。

勞氏公司和家得寶在全美共有4000多家門(mén)店,它們承認(rèn)正在等待時(shí)機(jī),希望預(yù)期中的降息能讓消費(fèi)者再度熱衷于戴上防護(hù)眼鏡和手套重新裝修臺(tái)面。

勞氏公司首席執(zhí)行官馬文·埃里森(Marvin Ellison)表示:“我們都意識(shí)到,目前的環(huán)境利率升高、通貨膨脹居高不下。正因?yàn)槿绱?,自己?dòng)手客戶只是在觀望,等待某種形式的拐點(diǎn)出現(xiàn)?!?/p>

事實(shí)上,抵押貸款利率已降至一年來(lái)的最低點(diǎn),但對(duì)家裝門(mén)店來(lái)說(shuō),暫時(shí)的緩解不會(huì)很快到來(lái)。GlobalData零售業(yè)務(wù)常務(wù)董事尼爾·桑德斯(Neil Saunders)表示,自己動(dòng)手相關(guān)消費(fèi)通常會(huì)在施行新舉措后6個(gè)月至1年達(dá)到峰值。因此,即使抵押貸款利率變得更有利,業(yè)余翻新項(xiàng)目也可能會(huì)擱置到2025年,哈佛大學(xué)(Harvard University)住房研究聯(lián)合中心預(yù)測(cè),明年住房維修支出將穩(wěn)步增長(zhǎng)。

因此,埃里森將銷售下滑的主要原因歸結(jié)于人們對(duì)廚房、浴室和地板等大額非必需品的購(gòu)買(mǎi)興趣減少——這是去年年底人們注意到的趨勢(shì)的延續(xù)。他說(shuō),惡劣的天氣也是原因之一,因?yàn)椤霸?月份的潮濕天氣之后,全美大部分地區(qū)很快在6月和7月出現(xiàn)酷熱天氣”,擾亂了人們通常在春夏兩季購(gòu)買(mǎi)庭院家具和草坪護(hù)理用品的習(xí)慣。

埃里森在財(cái)報(bào)電話會(huì)議上表示:“我們?nèi)杂写蠹s75%的自己動(dòng)手業(yè)務(wù)。因此,這些大額非必需品類別的任何回落對(duì)我們的影響尤其嚴(yán)重?!?/p>

家得寶也采取了類似的做法。該公司董事長(zhǎng)、總裁兼首席執(zhí)行官特德·德克(Ted Decker)表示:“本季度,較高的利率和更顯著的宏觀經(jīng)濟(jì)不確定性對(duì)消費(fèi)者需求造成了更廣泛的壓力,導(dǎo)致家居裝修項(xiàng)目支出疲軟?!?/p>

面對(duì)近20年來(lái)最高的房?jī)r(jià),潛在的購(gòu)房者實(shí)際上已被市場(chǎng)拒之門(mén)外。雖然新房主減少意味著修繕?lè)碌臋C(jī)會(huì)減少,但家裝行業(yè)可能會(huì)受到鎖定效應(yīng)的雙重打擊:由于疫情,潛在賣(mài)家獲得了超低的房貸利率,他們對(duì)將自己的房子投放市場(chǎng)的興趣大減。這就意味著賣(mài)家在將房子推向市場(chǎng)前完成最后一刻項(xiàng)目的動(dòng)力和機(jī)會(huì)都會(huì)減少,這對(duì)自己動(dòng)手業(yè)務(wù)又是一大打擊。

將拖延癥患者換成專業(yè)承包商

勞氏公司和家得寶已成為專業(yè)承包商的避風(fēng)港,從而避免了一味等待的局面。家得寶首席執(zhí)行官戴克今年早些時(shí)候表示,承包商的潛在市場(chǎng)可能會(huì)膨脹至2500億美元。這家零售商大約一半的客戶群來(lái)自專業(yè)承包商。家得寶專注于發(fā)展其“專業(yè)生態(tài)系統(tǒng)”,今年3月收購(gòu)了SRS Distribution公司,從而擴(kuò)大了其分銷網(wǎng)絡(luò)和銷售專業(yè)庫(kù)存的能力。

勞氏公司也采取了類似的做法,通過(guò)忠誠(chéng)度計(jì)劃和向裝修工地配送訂單,轉(zhuǎn)向以承包商為中心的銷售模式,并看到了這項(xiàng)投資帶來(lái)的收益。同店銷售額的中等水平個(gè)位數(shù)增長(zhǎng)和在線專業(yè)銷售額2.9%的增長(zhǎng)抵消了本季度的下滑。

埃里森表示:“有一件事毋庸置疑,那就是我們的專業(yè)業(yè)務(wù)正在增長(zhǎng)?!?/p>

埃里森相信,在房主們準(zhǔn)備好重新拿起電動(dòng)工具之前,勞氏公司可以渡過(guò)難關(guān)。

他說(shuō):“雖然我們無(wú)法預(yù)測(cè)家居裝修市場(chǎng)的復(fù)蘇日期,但我們相信,當(dāng)市場(chǎng)開(kāi)始好轉(zhuǎn)時(shí),我們將處于有利地位,能夠奪取市場(chǎng)份額?!保ㄘ?cái)富中文網(wǎng))

譯者:中慧言-王芳

When mortgage rates are so high that no one can buy a house or refinance a mortgage, people also stop grouting, painting, and tiling—all the do-it-yourself renovations necessary to shape up your house for sale.

This is leading to serious pain for retailers. Lowe’s reported Wednesday a 5.1% comparable sales decline in its second quarter ending in early August. It expects retail operation sales to fall 3.5% to 4% this year compared to previous estimates of a 2% to 3% decline. The DIY slowdown at Lowe’s mirrors that of rival Home Depot, which slashed its sales guidance after weakened second-quarter sales. It now expects comparable sales to fall 3% to 4% this year, a humbling prospect for the largest retail home improvement and construction supply company in the world, compared to its initial prediction of a 1% decline.

Lowe’s and Home Depot, with a combined 4,000-plus locations across the U.S., admitted to biding their time, hoping that an expected interest rate cut would mean customers warming back up to the idea of donning protective goggles and gloves to finally redo their countertops.

“We’re all aware that we have an environment of elevated interest rates and inflation,” Lowe’s CEO Marvin Ellison said. “And because of that, the DIY customer is just on the sidelines, waiting for some form of an inflection to take place.”

Indeed, mortgage rates have fallen to their lowest in a year, but reprieve for home improvement stores can’t come soon enough. DIY spending usually peaks six months to a year after a new move, according to GlobalData retail managing director Neil Saunders. So even if mortgage rates become more favorable, amateur reno projects could be on hold until well into 2025, a trend reflected in Harvard University’s Joint Center for Housing Studies, which projects a steady increase in spending on housing repairs heading into next year.

Accordingly, Ellison attributed the sales slump in large part to less interest in big discretionary purchases for kitchen, bathroom, and flooring projects—a continuation of a trend noticed late last year. He said poor weather was also to blame, as “wetter weather in May was quickly followed by intense heat across much of the country in June and July,” disrupting the usual spring and summer purchases of patio furniture and lawn care.

“We’re still roughly approximately 75% DIY. So, any pullback in these big-ticket discretionary categories is really more of a disproportionate impact to us,” Ellison said during the earnings call.

Home Depot had a similar take. “During the quarter, higher interest rates and greater macroeconomic uncertainty pressured consumer demand more broadly, resulting in weaker spend across home improvement projects,” chair, president, and CEO Ted Decker said.

Contending with the highest home prices in almost 20 years, prospective homebuyers have effectively been shut out of the market. While fewer new homeowners means less opportunity for fixer-upper renovations, the home-improvement industry could get a one-two punch from the lock-in effect: Would-be sellers graced with ultralow mortgage rates as a result of the pandemic are less interested in putting their houses on the market. That means less motivation and less opportunity to complete last-minute projects before putting their homes up on the market, another blow to DIY.

Trading procrastinators for pro contractors

Lowe’s and Home Depot have avoided just playing the waiting game by becoming a haven for professional contractors. Home Depot CEO Decker said earlier this year the addressable market for contractors could swell to $250 billion. The retailer gets about half of its customer base from professional contractors. It has focused on developing its “Pro Ecosystem” through the March acquisition of SRS Distribution, which expands its distribution network and ability to carry professional-friendly inventory.

Lowe’s, which made a similar switch to contractor-centered sales through loyalty programs and order deliveries to renovation sites, is already seeing the benefits in the investment. Its quarterly dip was offset by a mid-single-digit increase in same-store sales and 2.9% increase in online pro sales.

“One thing we can confirm for sure is that our Pro business is growing,” Ellison said.

And until homeowners are ready to pick up the power tools again, Ellison believes Lowe’s can weather the storm.

“Although we are unable to call the date for the recovery in home improvement, we are confident that we’ll be in a strong position to take share when the market begins to inflect,” he said.

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