Twelve types of green building materials become the first choice for the top 500 real estate enterprises in 2009
Summary: On April 9, 2010, the China Real Estate Appraisal Center jointly held an event with the China Real Estate Information Group at the RuiLi Hall 1-2 on the third floor of the Beijing RuiLi Wanjie Hotel to release the "Top Preferred Brands for Building Materials Procurement by China's Top 500 Real Estate Developers in 2009" and also launch the Sina Real Estate Fangshangtong product. The list of "Top Preferred Brands for Building Materials Procurement by China's Top 500 Real Estate Developers in 2009" was announced.
On April 9, 2010, the China Real Estate Appraisal Center jointly held an event with the China Real Estate Information Group at the RuiLi Hall 1-2 on the third floor of the Beijing RuiLi Wanjie Hotel to release the "Top Preferred Brands for Building Materials Procurement by China's Top 500 Real Estate Developers in 2009" and also launch the Sina Real Estate Fangshangtong product. The list of "Top Preferred Brands for Building Materials Procurement by China's Top 500 Real Estate Developers in 2009" was announced. Additionally, in response to the low-carbon call, the Residential Industry Development and Technology Committee of the China Real Estate Research Association will release a low-carbon monitoring evaluation system and announce the selection methods for the "Low-Carbon Star" in the building materials industry.
The China Real Estate Appraisal Center conducted professional surveys on various industries in China's real estate industry chain over nearly a year. Through scientific, fair, objective, and authoritative evaluation indicators and methods, it finally selected the top preferred brands for building materials procurement by the top 500 real estate developers during their actual development processes. The release of this brand list will provide decision-making references for real estate developers, consumers, and sub-industry product suppliers, comprehensively enhance the brand image of enterprises in each sub-industry of China's real estate industry chain, and promote the formation of an honest and orderly market competition environment throughout the industry chain. According to the list published by the Evaluation Center, the preferred brands for building materials procurement mainly included elevators, coatings, floors, tiles, anti-theft doors, sanitary ware, switches, sockets, lighting fixtures, air conditioners, cabinets, kitchen appliances, water heaters, etc., divided into twelve categories.
1. Elevator Category: The top three are Mitsubishi, Hitachi, and Otis. Currently, foreign elevator brands occupy more than 80% of the market share; the regional distribution characteristics of elevator brand selection are evident; in major cities, the market share occupied by foreign brands is basically consistent with the national situation. Most real estate developers currently prefer foreign brands, among which Mitsubishi, Hitachi, and Otis have developer selection rates exceeding 17%, specifically 24.48%, 20.83%, and 17.76%. The total usage rate of these three brands exceeds 60%. Factors such as cost, quality, safety, and service considered by developers are the main reasons for the high selection rate of foreign brands. If other foreign brands with smaller selection shares are added, the total selection rate of foreign brands exceeds 80%. Mitsubishi has a significantly higher market share in the East China region, Otis in the North China region, and Hitachi in the South China region compared to other cities.
2. Coating Category: According to the survey center's research, there are 63 coating brands within the selection range of the top 500 developers, with the main choices concentrated on Dulux, Nippon Paint, China Resources, SKK, PPG, and Leye. Among the top 500 real estate developers, Dulux and Nippon Paint are the two most preferred brands for refined decoration projects, where Dulux holds an absolute advantage, accounting for nearly 40% of the surveyed total, while Nippon Paint ranks second with a market share exceeding 25%. From a city distribution perspective, Dulux has a significant advantage in Beijing, Shanghai, and Guangzhou, occupying local market shares of 40.63%, 36.67%, and 25%, respectively. Nippon Paint's distribution is relatively balanced across major cities, with further development potential in the Shenzhen market. According to the China Real Estate Appraisal Center's research on the top 500 real estate developers in key cities, Vanke, China Overseas Land & Investment (COLI), and Evergrande primarily choose Dulux and Nippon Paint as their coating configurations for refined decoration projects.
3. Flooring Category: According to the survey center's research, 61.35% of developers primarily select the top ten flooring brands. Dasso flooring ranks first with a primary selection rate of 25.89%, accounting for nearly half of the top ten brands' market share, leading other brands by a wide margin. Other brands mostly fall within the 2%-6% range, indicating fierce market competition. It can be seen that domestic well-known brands face intense competition in first-tier cities, especially in the East China region, where all brands have relatively low market shares. The difference between the first-ranked Dasso and the fifth-ranked Nature is minimal, with only a 4.1% difference in developer selection rates. As competition intensifies in first-tier cities, second and third-tier cities with greater development potential will become the main battlegrounds for flooring companies and the primary direction for future market share capture.
4. Tile Category: Currently, most real estate developers prefer domestic well-known brands such as Nobel, Marco Polo, Champion, Dongpeng, Asia, and Mona Lisa, which collectively account for over 60% of China's tile market share. The developer selection rates for Nobel and Marco Polo exceed 10%, specifically 23.29% and 12.05%, respectively. Imported brands dominate the high-end market but lag far behind Chinese domestic brands in terms of brand recognition, reputation, market share, and sales channels. The list shows that the primary selection rates in major cities are generally consistent with the national average, with domestic big brands ranking highly in each major city and continuing to lead domestic tile consumption.
5. Anti-Theft Door Category: This time, the number of anti-theft door brands included in the selection range of the top 500 developers reached 79, with the main choices concentrated on Panshan, Homan, Meixin, Landun, Mantu, Buyang, Feiyun, and Xingyueshen. In refined decoration projects, the top 500 real estate developers primarily choose Panshan, Homan, and Meixin, with Panshan having the highest selection rate, accounting for 13.90% of the total surveyed. Homan and Meixin account for 11.53% and 8.81%, respectively. According to the China Real Estate Appraisal Center's research on the top 500 real estate developers in key cities, Vanke, Poly, and Evergrande primarily choose Panshan, Homan, Meixin, and Landun as their anti-theft door configurations for refined decoration projects.
6. Sanitary Ware Category: This time, the number of sanitary ware brands included in the selection range of the top 500 developers reached 107, with the main choices concentrated on Kohler, TOTO, ROCA, American Standard, Duravit, Arrow, and Moen. In refined decoration projects, the top 500 real estate developers primarily choose Kohler, TOTO, and ROCA, with Kohler having the highest selection rate, accounting for nearly one-third of the total surveyed, specifically 30.92%. TOTO accounts for 14.22%, and ROCA ranks third with 9.6%. The combined market share of the top three brands exceeds 50%. According to the China Real Estate Appraisal Center's research on the top 500 real estate developers in key cities, among the top 20 real estate developers in Shanghai, Vanke, Renheng, CapitaLand, and Henderson Land widely adopt the Kohler brand, such as in high-end projects like Lakeview Garden and Yu翠豪庭.
7. Switches and Sockets Category: According to the survey center's research, the number of switch and socket brands included in the selection range of the top 500 developers reached 20, with the main choices concentrated on Siemens, Schneider, TCL, Panasonic, Simon, Matsumoto, Legrand, and ABB. In refined decoration projects, the top 500 real estate developers primarily choose Siemens, Schneider, TCL, and Panasonic, with Siemens having the highest selection rate, accounting for 26.14% of the total surveyed. Schneider ranks second with a 16.67% primary selection rate, followed by TCL at 12.88%. Foreign brands have higher regional market shares. According to the survey results, Vanke, Poly, Evergrande, and Renheng primarily choose Siemens, Schneider, and TCL as their switch and socket configurations for refined decoration projects.
8. Lighting Fixtures Category: According to the survey center's research, NVC, Philips, and Opple form a triad in the lighting fixture category. Currently, most real estate developers prefer lighting brands with significant brand influence, among which NVC, Philips, and Opple have developer selection rates exceeding 15%, specifically 27.34%, 20.31%, and 17.97%, respectively. The combined usage rate of these three brands reaches 65.62%. The top ten developers nationwide have a primary brand selection rate accounting for 87.50% of the total market. Domestic big brands firmly occupy the top five regional primary selection rates, with NVC, Philips, and Opple consistently ranking in the top three in each region. The market share of major brands in key cities across the country is generally consistent with the national average, with similar primary selection rates in major cities and regions nationwide. Major brands continue to dominate the domestic lighting market.
9. Air Conditioner Category: According to the survey center's research, the total number of air conditioner brands included in the selection range of the top 500 developers reached 44, with the primary air conditioner brands mainly concentrated on Daikin, Gree, Haier, Midea, York, Hitachi, and Panasonic. Among the top 500 real estate developers nationwide, air conditioners primarily choose Daikin, Gree, and Haier, with Daikin leading the pack with a market share of 25.67%, followed by Gree at 11% and Haier at 7.33%. Daikin's market share surpasses the combined total of Gree and Haier. Brand regional distribution differences are significant, with Daikin having larger shares in East China, South China, and Central China, specifically 44.2%, 26.32%, and 23.08%. In Northeast China, Gree, Haier, and Midea perform well, occupying respective market shares of 25%, 20.83%, and 16.67%.
10. Cabinets Category: It is understood that the cabinet industry has a lower brand concentration and faces fierce competition. Domestic cabinet brands have relatively even primary selection rates, with the top-ranked Oppein cabinets having a developer primary selection rate of 9.55%, just 1.14% higher than the third-ranked Boloni cabinets. The combined developer usage rate of the top ten brands accounts for less than half of the overall market. Surveys reveal that domestic strong brands continue to dominate market consumption, with strong regional branding requiring enhanced expansion outside their regions. From the primary selection rates in major cities nationwide, real estate developers tend to choose locally produced brands within their regions, such as Oppein being highly preferred in Guangzhou and Shenzhen, particularly in Guangzhou where the primary selection rate exceeds 50%, reaching 51.7%. In Beijing, Boloni has the highest primary selection rate at 20.3%, while Bortmann becomes the preferred choice for developers in Shanghai with a 22.4% rate.
11. Kitchen Appliances Category: It is understood that the current kitchen appliance market has relatively concentrated brands. From the developers' primary brand selections, Siemens appliances are the most chosen by developers, with a primary selection rate of 20.59%. The top ten brands used most frequently by developers are well-known brands in the current domestic market, collectively occupying nearly two-thirds of the market share. From the primary selection rates of the top ten brands, high-end brands like Gaggenau, due to their positioning for high-end customers and higher prices, are only selected by a few developers working on luxury housing projects, such as Tomson Group and Galaxy Bay Real Estate, resulting in a lower primary selection rate for high-end brands. Domestic well-known brands like Siemens, FOTILE, and Electrolux have higher occupancy rates in first-tier cities, with Siemens kitchen appliances having occupancy rates exceeding 15% in Beijing, Shanghai, Guangzhou, and Shenzhen.
12. Water Heater Category: According to the survey center's research, the number of water heater brands included in the selection range of the top 500 developers reached 35, with the main choices concentrated on A.O. Smith, Haier, Rinnai, Noritz, Ariston, Midea, Vanward, and Siemens. Among the top 500 real estate developers nationwide, water heaters primarily choose A.O. Smith, Haier, and Rinnai, with A.O. Smith having the highest selection rate, accounting for 25% of the total surveyed, followed by Haier at 13.84% and Rinnai at 10.27%. According to the survey center's research, Vanke and Evergrande primarily choose A.O. Smith water heaters, and many real estate developers also choose the Rinnai brand, such as Vanke, COLI, and Gemdale.
From the above evaluation classification, it is evident that in 2009, China's real estate market reversed the bleak trend of 2008, with rapid increases in development volume, transaction volume, and transaction prices, driving the entire real estate industry chain to present a prosperous scene. Breakthroughs in "quantity" inevitably drive further pursuit of "quality," with real estate developers paying increasing attention to the product itself and the vertical industry chain related to the product. Fully decorated, high-quality residences have become new market benchmarks. First, there is a clear brand orientation with high primary selection rates for well-known brands; second, refined decoration will dominate in the future, with finished delivery and avoidance of secondary decoration integrated into developers' operational concepts; third, strategic cooperation leads, with obvious trends towards integrated collaboration between building material suppliers and real estate developers; fourth, environmental protection and energy saving take precedence, with low carbon, environmental protection, energy saving, and emission reduction becoming the focus of developers' attention.
At the same time, surveys reveal that real estate developers have a strong interest in building materials products that achieve energy conservation and emissions reduction holistically and systematically, showing higher acceptance for products provided by building material suppliers who can offer integrated application solutions and conform to environmental nature. The concepts of "sustainable development" and "green buildings" have become the most watched keywords currently. Green buildings refer to "resource-efficient buildings," meaning buildings that save energy, protect the environment, ensure comfort and health effectively. As the concept of "green buildings" deepens continuously, consumers' understanding also gradually increases. When choosing housing developments, they no longer solely consider location and price but also include factors such as technology, environmental protection, and energy saving as standards for evaluating housing quality. During the evaluation research process, the China Real Estate Appraisal Center found that various types of building materials, such as coatings, kitchen appliances, air conditioners, lighting fixtures, sanitary ware, and floors, are increasingly optimized toward green and energy-saving products. From the perspective of real estate developers, bulk procurement of building materials and scaled utilization can effectively reduce costs. The actual decoration expenses for homeowners accordingly decrease, yet the level and taste of decoration improve.
