The furniture industry ushered in the best period of transformation
The advent of the "Twelfth Five-Year Plan" means that China's economy needs to fundamentally change its growth mode, make strategic adjustments to the entire structure, and solve economic growth modes and structural problems. During the 12th Five-Year Plan period, the country will adjust its economic strategy from export-led to domestic demand-led. Under such a large environment, the furniture industry has also ushered in the best period of transformation. In 2015, the growth rate of the furniture market output value is expected to surpass other industries and become the largest industry in China.
The Chinese furniture industry has experienced a budding period and an early stage of growth in the past 30 years, and is now in the middle stage of growth. It will not really enter the stage of growth and maturity until 2015.
China's furniture production capacity has accounted for 25% of the world, and has become a veritable first furniture manufacturing country. In 1978, which had just been reformed and opened up, China's furniture had a market of 1.3 billion yuan, and now the total has reached more than 700 billion yuan. According to the average growth rate of 22.2% in the past three decades, by 2015, this industry will reach a total output value of 2.43 trillion yuan.
According to incomplete statistics, the total retail consumption of the whole society in 2009 increased by 15.5% over the previous year. The furniture industry exceeded the growth of construction, decorative materials and automobiles by 35.5%. In the first three quarters of 2010, total social retail consumption increased by 18.3%, of which the furniture industry contributed 38.4%, the fastest growing industry.
During the "Twelfth Five-Year" period, the furniture industry entered the reform "deep water area"
China's furniture industry is mainly distributed in the Pearl River Delta, Yangtze River Delta, Bohai Rim and Sichuan Province. According to experts, Guangdong accounts for 50% of China's furniture industry's total production capacity, Zhejiang 15%, Bohai Rim 8% ~ 10%, Northeast China less than 15%, and Sichuan nearly 10%. These areas are mainly formed by the natural agglomeration of furniture industry chains, mostly in extensive production and operation, the industrial aggregation level is low, resulting in the industry chain upstream and downstream links are not tight, increasing the cost of the entire furniture industry. For example, Shenzhen is a furniture manufacturing center, but not a logistics center. Distribution can only go to Shekou, and raw materials must go to Dongguan.
This extensive production model has led to the lack of a consumer brand in the entire industry at this stage and weak international competitiveness. Although China's woodworking technology has historically been in a leading position in the world, after decades of reform and opening up, it has become the world's first furniture manufacturing country after decades of development, but it still does not have a strong competitiveness in the world furniture industry. The so-called consumer brand is a brand that is rooted in the minds of consumers. For example, when it comes to air-conditioning consumers, they think of Gree. When it comes to refrigerators, Haier is the first choice. If China's economy has been "crossing rivers by touching stones" for more than 30 years of reform and opening up, then it will enter the "deep water zone" of reform during the "Twelfth Five-Year Plan" period.
The export industry is not easy to go, the furniture industry uses e-commerce to open up the domestic demand market
China's furniture exports account for about 22% of the world's total, of which the US and EU markets account for more than 75% of China's furniture exports. For a long time, China's furniture industry has relied on exports, which has led to the end of many small and medium-sized furniture companies that rely on foreign sales and are not strong after the financial crisis broke out in 2008. As the "12th Five-Year" countries adjust their economic strategy from export-led to domestic demand-led and vigorously promote the development of domestic trade, the furniture industry should quickly adjust its strategy. While developing both "export" and "domestic demand", it is necessary to increase Exploitation of the domestic market. The traditional domestic furniture marketing model is to use independent stores, national large chains, local chains, large supermarkets and other channels for sales.
Relying on e-commerce, the furniture industry has obtained a new effective marketing model, which meets the furniture needs of a large number of young people. Groupbuy.com is a new domestic e-commerce model in the past two years, and the home has been well-received after moving to online sales. For example, Qumei Home was killed 13,000 sets in 40 days through online group purchases, with a total value of more than 100 million yuan. Furniture sold online allows consumers to buy furniture for their houses without leaving home.
E-commerce represents the maximum use of limited resources by modern science and technology to meet the needs of consumers to the greatest extent. With the development of the Internet of Things, mobile payment and cloud computing, consumers will use resources in the future more concisely and more conveniently. It can be seen from this that e-commerce will definitely contribute to the transformation and upgrading of the furniture industry in the future, and the furniture industry will contribute outstanding power to the domestic market.
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