Explosion news of the furniture industry: The latest industry statistics show that China's furniture industry is about to exceed the scale of one trillion.
However, few people know that because of the lack of "specialized" management, a huge piece of industrial cake like the Chinese furniture industry has
The state of "more and more scattered". Even a few domestic leading brands rarely break through. No company has exceeded the total output so far
1% of the value.
Even in this “non-mainstream†survival situation, negative industry news has emerged in recent times. No matter because of the "solid wood standard"
The fifteen furniture companies involved in the "Hangzhou Gate" are still the trust crisis caused by Da Vinci's home fraud, all of which have made China's furniture industry follow the ice.
Especially this year, due to the appreciation of RMB, the sharp rise of raw materials and labor costs, and the "three mountains" of upstream real estate regulation
As a result, the production growth rate and export growth of the domestic furniture industry have dropped a lot.
The Pearl River Delta, which accounts for 1/3 of the country ’s total furniture output and exports close to 50% of the country ’s total exports, is facing a repositioning of the furniture industry.
Foshan's furniture companies are hitting the market with innovative designs and expanding financing platforms.
Information asymmetry drags the furniture industry into a dilemma
In the investigation of the Hangzhou furniture solid wood furniture market by Zhejiang Furniture Consumer Protection Committee, none of the 13 “solid wood furniture†that were sampled were “full
Wood ". Among them are Foshan products.
During the reporter's return visit, many furniture companies felt deeply helpless. On the one hand, it is necessary to accept the challenges of consumer demands and market competition, and the other
On the one hand, it is necessary to face the technical difficulties of tight material supply and uncontrollable solid wood properties.
According to the analysis data of furniture materials by China Wood Industry Network, in 2010, cypress wood was 963 yuan per cubic meter, while in 2011, the price had risen to 1,327 yuan, only one year
The price increase has reached 38%. Obviously, demand is pushing up the price of supply.
Industry experts believe that the topic of solid wood is caused by the 2008 edition of "General Technical Conditions for Wooden Furniture" (the industry commonly known as "new standard of solid wood")
. For consumers, this single emphasis on a technical standard of materials is insufficient to take into account the impact and orientation of the market. But negative effects
But not to be underestimated. On the one hand, the high cost of all solid wood makes consumers have to spend more on buying furniture. On the other hand, this technical standard
At one time, the market caused a crazy hype for solid wood furniture. Some profit-seeking companies took the opportunity to abuse the rare wood resources, causing many brand enterprises
Disordered.
The reporter learned in the interview that one year after the promulgation of the "New Standard for Solid Wood", almost half of Chinese furniture companies did not even know
The existence of the "new standard" has caused some small and medium-sized enterprises to follow the trend. For a time, a large number of solid wood brands have poured into the market, and the personalization of solid wood furniture
Gradually replaced by homogenization.
As a result, a large number of new "solid wood brands" flooded into the mall all at once. As a result, the market has become more fragmented and regional competition has become increasingly fierce
Lie, the already chaotic furniture industry pattern is even more chaotic.
An industry source told reporters that this standard has not been consulted by any enterprise from the formulation to the promulgation and implementation, and the sales market has not been considered.
The specific situation of the field, even without the participation of enterprises, belongs to "closed door manufacturing."
Coastal furniture companies began to switch to the domestic trade market
Since the second half of 2007, the export-oriented coastal furniture industry has felt the cold winter. In Guangdong, the largest province for furniture exports,
More than 300 Guangdong furniture companies have closed down. In 2009, Guangdong's furniture industry exported negative growth for 11 consecutive months, and it has been slowed down until 2010
solution. 2011 is destined to be an extraordinary year for the furniture industry. Under the pressure of rising costs, coastal furniture, mainly manufacturing high-end products and exporting furniture
Enterprises are beginning to transform the domestic trade market. Domestic trade furniture companies are looking for better quality production bases. An industrial shift from the coast to the Midwest
Unfold.
Looking back on 2008, the furniture industry was confused and wandering in the blow of the financial crisis, only seeking self-preservation. Major industrial strategic layout is almost
In the scope of thinking. However, the Federal Furniture of Foshan is going up against the current. In addition to the 400-mu manufacturing and logistics base in the south, it is preparing to fight in Linyi, Shandong
Build a 600-mu northern manufacturing / logistics base.
Du Zehua, the chairman of the Board of Directors of the Federal Furniture Group, seems to be making crazy decisions, which will quickly increase the federal capacity and market response speed.
"The arrival of products is far inferior to the arrival of services." With the regional center of Linyi North Industrial Park, the Federation clearly improved the logistics
Efficiency, so that dealers can respond to the needs of end customers more quickly, even third- and fourth-tier cities can be reached within 3 days, only a little more remote
The fourth-tier cities can be reached after 5 days of turnover. In addition to distribution and transportation functions, the regional center can also provide distributors with overall services
Greater support and faster response.
At present, many furniture companies are targeting the domestic first- and second-tier markets, especially some furniture companies that export to domestic sales, with relatively high quality,
Popular in the domestic first- and second-tier markets, the entire domestic furniture market is under the banner of "Going to the Mainland", showing that it is not weaker than the developed coastal areas
Competition.
In addition to the active transformation of branded furniture, Foshan's small and medium furniture brands also pay more attention to the development of blank markets. Last year, Shunde, Guangdong
The furniture once entered Shandong Zhucheng on a large scale. Zhang Junyan, Secretary General of Guangdong Shunde Furniture Alliance, once said: "In the current Chinese furniture market,
The development of the local market is very strong. After experiencing successful market development in Beijing, Sichuan and other places, we intend to open up for small and medium-sized furniture companies in Guangdong.
Expand the third-tier market. "Real estate projects in third-tier cities are located in all corners of the city. Property prices are lower than those in first- and second-tier cities. The relative cost of living is low.
The city's consumption power for high-end brands has not yet been released, and it is a blank market.
Foshan furniture companies take the lead in developing financing platforms
In recent years, in order to implement the "Outline of the Development Plan for the Pearl River Delta Region" and the
See "to speed up industrial restructuring and promote industrial upgrading, Guangdong Furniture Association has increased the brand cultivation and transformation of Guangdong furniture industry
Upgrade work, through a series of measures such as brand building, technological transformation, industry training, furniture culture excavation, etc. to guide enterprises to emphasize the foundation of quality
Carry out technological innovation, design innovation, marketing innovation to enhance the competitiveness of products. Emerging from Wei Shang, Federation, Le Yaxuan, Hong Guxuan, etc.
Approved the advanced typical representative of Guangdong furniture industry transformation and upgrading.
Wang Yang, Secretary of the Guangdong Provincial Party Committee, pointed out that combining practicality and aesthetics is a good way to transform and upgrade the traditional furniture industry.
So, when China's furniture moves to the domestic market, what does it take to attract consumers?
As we all know, the United States is a country that is good at cultivating mass consumer goods. And there are domestic well-known corporate strategy experts to compare and contrast
After the enterprise's competitiveness, it was found that the success of the famous American consumer brand lies in returning to the fundamentals of consumer demand.
"This is good furniture based on life and good industrial design." Xu Boming, a professor of furniture at Nanjing Forestry University, concluded.
Zeng Zhenyu, the rotating chairman of the China Furniture Dealers Association and chairman of the Hong Kong Shengjia International Chain, also emphasized that "the value of furniture is not
The value given by materials, innovation, design and precision work. Creativity and design are the soul of solid wood furniture. "
In addition to life-based innovative design, the reorganization of the furniture industry is also being led by the new wave, and leading furniture manufacturers are adopting information technology
And high-tech, deep integration of manufacturing and channel services, is implementing organizational and management changes, laying the initial foundation for manufacturing to service transformation. Code
For example, the Pearl of the Palm introduced IBM, and the Federation introduced Digital China. This wave will further advance and spread in the next 5 years, and the depth is changing
The capabilities and looks of national branded manufacturing companies.
In addition, Foshan Furniture has taken a unique approach and pioneered the industry financing platform in China.
According to incomplete statistics from the Furniture Industry Association, since this year, 8% of Foshan ’s furniture companies have closed down, and 15% of furniture companies have experienced capital turnover
Difficult and close to failure. In order to help the furniture enterprises to overcome the difficulties, Foshan (International) Home Expo City not only adopted a two-year low rent strategy, opened in 2012
The average rent for after-sales furniture is 50 yuan per square meter, giving furniture companies a good room for sustainable development and growth.
A few days ago, Foshan (International) Furniture Mall and Foshan Furniture Industry Association joined hands with six major silver letter institutions to hold 15 billion comprehensive financing and silver cards
The signing ceremony of strategic cooperation helps the sustainable development of Foshan furniture enterprises.
More recommendations: http://china.gojiaju.com/Furniture shopping guide
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