The past 30 years have been the golden development of China's furniture industry for 30 years. In the next 30 years, can the competitive advantage of China's furniture industry continue to be maintained? 40% of China's furniture industry relies on exports. How much impact does the financial crisis have on it? Recently, the First Finance and China Furniture Association held a forum to discuss how the Chinese furniture industry in transition is going against the trend and breaking through. Since the reform and opening up of the two-day crisis in the crisis, China's furniture enterprises have developed rapidly, with an average annual growth rate of 25% to 30%. This growth rate is in the eyes of Jia Qingwen, chairman of the China Furniture Industry Association, in the world. Nothing. It is understood that the Chinese furniture industry is divided into two industries, one is furniture manufacturing and the other is furniture circulation. The output value of the furniture manufacturing industry in 2008 was 650 billion yuan, while the number of companies engaged in furniture manufacturing was about 25,000. There are probably more than 5,000 companies registered in the furniture circulation industry. In fact, in the two years since the financial crisis, the Chinese furniture industry has been showing two scenes of ice and fire: on the one hand, it is reflected in furniture export enterprises and furniture domestic sales enterprises, on the other hand, it is reflected in large enterprises and small enterprises in the industry. . Jia Qingwen said that the industry is gradually recovering. In the first half of 2009, the GDP of the furniture industry increased by 7.7%. However, exports fell by 9.38% compared with the same period of last year, which made the furniture companies mainly exporting to Europe and the United States more difficult. On the other hand, starting from May, “our market has suddenly warmed up, the market in Beijing is very warm, and Shanghai is also very warm. Some of the key domestic enterprises I know are still growing by 30% to 40%.†He told CBN, mainly because of the decline in raw material prices due to the decline in energy prices in the international market, and the decline in the prices of finished products is not large. The answer to IKEA (view map) has its own problems. The vice president of IKEA (view map) pointed out the five major problems faced by the industry, and also gave the solution of IKEA: First, the enterprises engaged in furniture manufacturing should ask whether the production of things is what the guests need; Second, there is a game between manufacturing and sales channels, how to resolve the contradictions between the two sides; third, the current market is relatively simplistic, more focused on exports, how to diversify; fourth, how to solve the lack of integrity; Institutional design at the government department level. The peak emphasizes that IKEA focuses on market research to understand what customers really need. Before IKEA prepares to enter a certain city in China, the first thing to do is market research: “First, to understand the income of the guests; second, to understand the family situation of the guests; third, the living conditions of the guests, including the living area. The average population, the usual lifestyle, and the preference for furniture. Fourth, whether it is willing to go to the hypermarket or the street market, or listen to acquaintances.†In addition, the peak also highlights the characteristics of IKEA: management The idea is to target the public, that is to say, 80% of the products are for the masses, or the wider public, not the niche; the manufacturing and logistics are completely in their hands. Listening to Ming’s choice of the industry’s own problems, coupled with the financial crisis, what is the way to crack? At the forum, the guests were divided into “negative factions†and “positive factionsâ€, each with their own opinions. The representative of “Negatives†is Li Lanmeng, Chairman and CEO of the Tretone Group. This Danish entrepreneur who has designed, manufactured and retailed 15 years of modern furniture in China believes that the scale of the current furniture industry In the case of generally small and relatively scattered, the first thing to do to open the domestic market is the “brandâ€. But many small businesses do not have the strength to be a brand. This is the main dilemma for those furniture companies to switch from export to domestic sales. Yuan Yue, chairman of Zero Research Consulting Group, is also worried about the difficulties faced by enterprises in the cost of transformation. He said bluntly: "Most of today's furniture exporters should be shut down, especially in the crisis, the success rate of transformation is very low, only when it is calm, prosperous, and cash flow is sufficient." He believes that the key is not To transform, but to find complementary partners, warm together. As a representative of the “activeâ€, Gao Feng said: “The 'first opportunity' in the Chinese market competition lies in cost performance, not in the 'brand' advantage. IKEA uses the 'everyday' positioning to continuously subdivide the product functionality to meet The needs of customers in all aspects of daily life.†Jia Qingwen is also a “active partyâ€. He believes: “Every company must set a good position. If the furniture industry can form a domestic market of 70% and a foreign market account for 30%, compare it. Appropriate. The future domestic market has great potential for development. The demand for affordable Chinese furniture in foreign markets will continue to grow after the financial crisis. At the same time, he also hopes to take the big companies as the leader to acquire, Merger of SMEs. "In the future, the furniture industry will have a large number of large enterprises, and some small and medium-sized enterprises will do their own work. Some enterprises may provide support for large enterprises. Even each city will have its own characteristics. To make our business and industry grow healthily and orderly." Jia Qingwen described the future of this industry to CBN.
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