In the first quarter, the home market was slightly bland, and the theme of "health" was concerned.

As March began, the home furnishings market saw a surge in exhibitions and promotional events, but compared to the same period last year, the overall performance was slightly flat. With April now underway, it marks the end of the first quarter of 2014. For the home furnishings industry, this period marked the first "peak" of the year. Company leaders from furniture stores, home improvement firms, and manufacturers reported that their first-quarter output remained roughly similar to the previous year. With fewer new housing units entering the market, maintaining existing distribution channels has become a key strategy for boosting consumption. Industry experts noted that as more new homes hit the market after May, the home furnishings sector may experience a gradual increase in activity. Recently, the Ministry of Commerce’s Department of Circulation Industry Development and the China Building Materials Circulation Association released the National Building Materials Home Furnishing Boom Index (BHI) for February. According to the data, sales at designated-size building materials and home furnishing stores reached 63.9 billion yuan, a 12.91% drop from the previous month. Cumulative sales from January to February totaled 137.6 billion yuan, representing a 2.45% year-on-year decline. Compared to January’s 73.4 billion yuan in sales, the BHI data suggests that the home furnishings market may continue to face challenges in 2014. Qin Zhanxue, Executive Vice Chairman of the China Building Materials Circulation Association, pointed out that the real estate environment is influenced by seasonal factors. Although house prices remained relatively stable in January and February, the building materials and home furnishings market was also affected. The average price of newly built residential properties was 10,960 yuan per square meter, up 0.09% from the previous month. This was impacted by tighter lending policies and some cities adjusting property prices downward, leading to increased buyer hesitation. Additionally, major building materials and home furnishings markets were still recovering from the Spring Festival holiday, with delayed openings, which contributed to lower sales in February—lower than in January. Although the BHI index for March hasn’t been officially released yet, Qin said there may not be a significant improvement. He stated, “March is the start of the peak season for home furnishings, but it hasn't reached its peak yet. However, given the overall market conditions, we shouldn't expect too much optimism this year.” In Beijing, the home furnishings market did not show strong growth in the first quarter. Sales at stores, home improvement companies, and furniture brands were mostly flat compared to the same period last year. With the "3·15" event in March, holiday-related spending continued. Industry insiders noted that demand for solid wood products emphasizing health, environmental protection, and style had risen sharply. Under the trend of "just-needed" consumption, renovating old homes, purchasing eco-friendly products, and seeking quality have become central themes in 2014. According to analysts, the home furnishings market, which traditionally relies on promotions, has seen a shift this year. While price wars have decreased, marketing strategies have become more creative. For example, House of Actuality launched a “Focus on Public WeChat and Red Packet Engagement” campaign in February, while Bologna hosted the “7 Series Overall Home Improvement” event, promoting the concept of “scream-level” environmental protection. Wang Ningning, deputy manager of the home operations department, noted that transparency in pricing has improved, making price wars less effective. “Interesting marketing activities add fun to shopping experiences, making consumers more likely to visit stores. It's no longer just about cold furniture; service and brand identity are becoming key differentiators,” she said. Zhu Changling, chairman of the China Furniture Association, highlighted that the “Made in China” furniture industry is showing new trends at recent fairs in Guangzhou and Shenzhen, including design, technology, and smart features. He explained, “The introduction of new technologies and materials signals the direction of the industry this year. Merchants are increasingly focusing on environmental protection—not only in products, but also in production efficiency and sustainability. The industry's overall upgrade will drive its future development.”

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