Since the reform and opening up, Chinese furniture companies have developed rapidly, with an average annual growth rate of 25% to 30%. Such a growth rate is unique in the eyes of Jia Qingwen, chairman of the China Furniture Industry Association. It is understood that China's furniture industry is divided into two industries, one is the furniture manufacturing industry, and the other is the furniture distribution industry. The output value of the furniture manufacturing industry in 2008 was 650 billion yuan, while the number of enterprises engaged in furniture manufacturing was approximately 25,000. There are more than 5,000 registered companies in the furniture distribution industry. In fact, in the two years since the financial crisis, China's furniture industry has been showing a double-sided scene: on the one hand, it is reflected in furniture export enterprises and domestic furniture companies, on the other hand, it is reflected in large and small enterprises in the industry. . Jia Qingwen said that the industry is gradually picking up, and the gross output of the furniture industry in the first half of 2009 increased by 7.7%. However, compared with the same period last year, exports fell by 9.38%, which made it difficult for furniture companies exporting mainly to the European and American markets. On the other hand, starting in May, "our market has suddenly turned warm, the market in Beijing is very warm, and Shanghai is also very warm. Some domestic key enterprises I know, some still grow by 30% to 40%." He told CBN, this is mainly because the decline in energy prices in the international market has caused the price of raw materials to fall, while the price of finished products has not fallen much. IKEA's answer The furniture industry has its own problems. Gao Feng, the vice president of IKEA, pointed out the five major problems facing the industry, and also gave IKEA's solutions: First, companies engaged in furniture manufacturing should ask more whether the production is needed by the guests; second, manufacturing There is currently a game between the industry and the sales channel, how to resolve the contradiction between the two sides; third, the current market is more singular, more focused on export, how to change to diversification; fourth, how to solve the lack of integrity; fifth, the government department System Design. Gao Feng emphasized that IKEA focuses on market research in order to understand what guests really need. Before IKEA prepares to enter a certain city in China, the first thing it needs to do is market research: "First, understand the guest's income; second, understand the guest's family; third, the guest's living situation, including living area , The average population living, the usual lifestyle, and the degree of preference for furniture; fourth, whether you are willing to go to the hypermarket or the street market, or listen to the introduction of acquaintances. " In addition, Gao Feng also emphasized the characteristics of IKEA: the business philosophy is aimed at the public, that is, 80% of the products are for the public, or the wider public, not the niche; the manufacturing and logistics are completely in their own hands in. Listen to the choice The industry's own problems, coupled with the financial crisis, what is the solution? At the forum, the guests divided into "negative" and "positive", each with their own opinions. The representative of the “negative†is Li Ximeng, the chairman and CEO of the Trayton Group. This Danish entrepreneur who has been designing, manufacturing and retailing modern furniture for 15 years in China believes that in the current scale of furniture industry enterprises In a generally small and fragmented situation, the first thing to do to open the domestic market is the "brand". But many small businesses do not have the strength to make brands. This is the main dilemma for those furniture companies to switch from export to domestic sales. Yuan Yue, Chairman of Zero Point Research Consulting Group, is also very worried about the dilemma faced by companies in the cost of transformation. He said bluntly: "Most furniture export companies today should be shut down, especially during the crisis. The success rate of transformation is very low. Only when calm, prosperity, and sufficient cash flow can transform." He believes that the key is not To transform, it is to find complementary partners and hug each other to keep warm. Gao Feng, as a representative of the "active", said: "The" opportunity "to compete in the Chinese market lies in the price-performance ratio, not the advantage of the" brand. "IKEA uses the" daily "positioning to continue to subdivide in product functionality to meet Customer needs in all aspects of daily life. " Jia Qingwen is also a "positivist", he believes: "Every enterprise must be well-positioned. If the furniture industry can form a pattern of 70% in the domestic market and 30% in the foreign market in the future, it is more appropriate. The potential for future domestic market development Huge, the demand for high-quality and cheap Chinese furniture in foreign markets will continue to grow after the financial crisis. "At the same time, he also hopes to use large companies as the leader to acquire and merge small and medium-sized enterprises. "In the future, there will be a group of large enterprises in the furniture industry, and some small and medium-sized enterprises will be specialized. Some companies may provide support for large enterprises, and even each prefecture and city will have its own characteristics. This can be Make our business and industry develop healthily and orderly. "Jia Qingwen described the future of this industry to CBN. Lishui Aiteli Machine Equipment Co.,Ltd , https://www.aitelimachine.com
The past 30 years have been the golden 30 years of rapid development of China's furniture industry. In the next 30 years, can the competitive advantage of China's furniture industry continue to be maintained? 40% of China's furniture industry depends on exports. How big is the financial crisis? Recently, the First Finance and Economics and China Furniture Association held a forum to discuss how the transforming Chinese furniture industry is going against the wind and breaking through.
Two heavens in crisis