In 2011, there were two news stories for domestic wooden furniture companies: one was the “Da Vinci Furniture†incident in China, and the other was the “most stringent formaldehyde standard in historyâ€. This has sounded the alarm for the company and brought such thinking: In the face of multiple pressures such as brand crisis and foreign barriers, where is the transformation and upgrading of the wooden furniture industry?
Wood products such as wooden furniture have traditionally been a large export commodity in the Hangzhou area. In recent years, Hangzhou Inspection and Quarantine Bureau has taken measures to help enterprises improve their quality management system and crack down on foreign technical trade measures. Since 2009, the export of wood products and wooden furniture in Hangzhou has continued to show a steady and rising trend: in 2009, the cumulative export of 15630 batches, the value of goods was 270 million US dollars; in 2010, the cumulative export of 19980 batches, the value of 360 million US dollars; 2011 A total of 24,257 batches of exports, valued at $405 million...
However, behind the ever-increasing export volume, there are many problems such as the rising labor and raw material costs, the tremendous pressure from the continued appreciation of the renminbi, and the lack of self-owned brands and the endless stream of technical trade measures. Therefore, how to export internal wooden furniture enterprises in the transition period should improve their internal strength and take the road of change. It is not only a problem that needs to be solved urgently in industrial development, but also a question of how government departments should guide and help.
Hangzhou is the main export area of ​​China's wooden furniture, with 233 wooden furniture export enterprises. In recent years, the export of Hangzhou-made wooden furniture has shown a good trend of continuous growth for several years. There are three reasons for this: First, social and economic conditions dominate the development of the furniture industry. The rapid development of the global real estate industry, the increase of population and the improvement of the income level of people in various countries are very important factors in the development of the furniture industry, which has led to the continuous growth of wooden products such as wooden furniture in Hangzhou. Second, the geographical direction of exports has changed. In recent years, the country of wooden furniture exports in Hangzhou has been relatively concentrated, and the United States remains the largest export market, with Europe ranking second. However, in the case of relatively concentrated export markets, the export of wood products and wood furniture in Hangzhou to other countries and regions in the world has also gradually increased. Among them, the Latin American and African markets grew rapidly. In 2011, the amount of wood products exported to Latin America and Africa, such as wooden furniture, was 5.274 million US dollars and 4.922 million US dollars respectively, up 95% and 23% respectively. Third, the scale of the company has expanded. In 2011, there were 11 large-scale enterprises with a production value of more than 100 million yuan in wooden furniture export enterprises in Hangzhou. These enterprises have diversified marketing concepts and both domestic and foreign markets, which has effectively promoted the development of the wooden furniture industry in Hangzhou.
Although the export volume has increased year after year, it is well known that most of the domestic wooden furniture export enterprises are mainly engaged in OEM and OEM production and processing trade. According to the CEO’s words: “The earned labor costs and material costs are artificial. "The traditional business model is backward and the added value of export products is low, which has become an issue that Hangzhou wooden furniture export enterprises cannot avoid." At present, the scale of the furniture industry in Hangzhou is very wide, and the polarization is serious. The small and medium-sized private enterprises that do not have the scale still account for the majority. Some small and medium-sized enterprises have low production efficiency, backward production mode, and no research and innovation. Secondly, the added value of export products is low. Many small and medium-sized furniture companies earn only processing fees through export furniture. They have long relied on low labor cost advantages. In recent years, with the appreciation of the renminbi, it has directly led to an increase in the overall cost of China's furniture industry. As the overall wage level of China's labor force continues to rise, this "core advantage" of wooden furniture export enterprises has ceased to exist. Compared with the foreign furniture that has been sold for hundreds of thousands of yuan, it has been sold in China. Hangzhou wooden furniture enterprises urgently seek breakthroughs in the two key indicators of “brand image†and “innovation abilityâ€, independent brands and innovative designs. To increase the added value of the product.
In order to improve the quality of export wooden furniture, improve the effectiveness of export inspection and quarantine work, and maintain the quality reputation of “Made in Hangzhouâ€, Hangzhou Inspection and Quarantine Bureau has always improved the strict management of source management, dynamic management of classification and classification, and strengthened inspection and quarantine. Measures such as services and services ensure the quality and safety of exported wooden furniture products.
Check service
Strengthen source management and strictly register and register. In accordance with the requirements of the registration system, we strictly adhere to the entry threshold for the registration of wood furniture manufacturers, and resolutely eliminate small workshop enterprises with backward production capacity, extensive management and low quality awareness. Actively support and supervise the registration of enterprises to improve the quality management system with pests, toxic and hazardous substances control and traceability management as the core, and strengthen the epidemic prevention and safety quality for the whole process of raw materials entering, processing, storage, transportation and export. Control, establish a system of surprise inspection and flight inspection, and advance the supervision work through process control to improve the effectiveness of inspection and quarantine work.
Improve the evaluation mechanism and implement classified dynamic management. Based on the test results of exporting wood products and wood furniture safety items and domestic and foreign technical regulations and standards, the product risk grades are scientifically divided to clarify export inspection items and requirements. On the basis of risk assessment of products, according to the epidemic prevention facilities, quality management level and integrity of the production enterprises, combined with the monitoring ability of the enterprises on the export of wood products and wooden furniture pests and quality and safety risks, the classification management of production enterprises . Comprehensive management enterprise management categories and product risk levels, determine the specific sampling rate of inspection and quarantine supervision frequency of different products, and implement dynamic management of enterprise management categories.
Check the service and test the supervision mode. For the inspection of the conformity of heavy metal, formaldehyde, flame retardant and other related materials for paints, adhesives, wood-based panels, fabrics, leather and other raw materials related to safety, hygiene and environmental protection, the inspection shall be carried out according to the requirements of the country of origin. Unqualified shall not be exported. While strictly checking the customs, timely collect and report all kinds of inspection and quarantine and risk warning information for exporting wood products and wooden furniture, provide expert technical advice, provide information and technical information for enterprises, and guide enterprises through the technical trade measures that are continuously introduced abroad. Relevant certifications required by foreign countries are actively responded. At the same time, we constantly improve the standard system of exporting wood products and wood furniture technical regulations and testing methods, timely transforming foreign quality and safety requirements into daily regulatory work requirements, and exploring the establishment of a “compliance statement + safety and health project testing + compliance verification†(Extraction inspection + daily supervision and management) inspection and supervision mode, thus improving the long-term mechanism to ensure the quality and safety of export wood products and wood furniture.
Encourage enterprises to strive to improve the quality of their own branded products, develop high value-added products, increase the technological content of products, enhance the core competitiveness of furniture exports; implement diversified market strategies, actively explore emerging markets and domestic markets, and reduce development to the United States and Europe. The degree of market dependence, while adjusting the business strategy, will focus on "export" and "internal demand", and actively explore domestic market demand; strengthen daily monitoring and early warning, pay attention to changes in exports to Europe and the United States and related market policy changes, through the establishment of trade protection policies and Technical barrier warning mechanism to help enterprises understand and timely respond to foreign technical trade measures.
Prospect
Potential still has to adjust the strategy to expand the market
Although the export of wooden furniture has encountered a bottleneck period to a certain extent, it is not a worrying road ahead. With the continuous improvement of people's living standards, the unremitting pursuit of quality of life, and the good quality and price advantage of China's wooden furniture, the export of wooden furniture still has potential in the international market and will not disappear in the short term.
First, the labor cost advantage and skill advantage are outstanding. Although the labor costs of Hangzhou enterprises have risen rapidly in recent years, the labor cost per unit of product has been declining year by year due to the increase in mechanization. In addition, China's long history of furniture manufacturing provides a large amount of skilled labor for the industry. Because of these skilled workers, in the face of the complex design requirements of customers, companies can not only get more orders, but also reduce design costs and improve the overall production cost advantage of the company.
Second, it has the advantage of industrial clusters. The industrial chain of furniture manufacturing involves raw materials such as logs, sawn timber, wood boards, hardware fittings, plastics, and other materials such as paints, glues, sandpapers, and packaging materials. At present, the industrial clusters and specialized divisions of export office furniture and outdoor furniture with regional characteristics in Hangzhou have gradually formed, which has increased the degree of specialization in furniture manufacturing and exerted the advantages of industrial scale. The Hangzhou furniture industry cluster belt exists in the form of industrial parks. These large and small industrial parks form a huge industrial cluster, which is conducive to enterprises to quickly respond to market changes and reduce production costs.
In addition, the production efficiency advantage is obvious. Although the European and American traditional furniture manufacturing countries have important advantages close to the consumer market, the lack of flexible labor time system limits the improvement of production efficiency; although the emerging furniture producing countries have low labor costs and rich forest resources, they lack the developed industrial supporting system restrictions. Increased production efficiency.
From the perspective of enterprises and government departments, the first is to adjust development strategies in a timely manner, actively guide and support, and break through foreign technical trade measures. The second is to cultivate economies of scale and integrate the furniture industry structure. The third is to implement the brand strategy and enhance the value of the Hang brand. Only by striving to cultivate the Hangzhou wood furniture brand with original design capability, can achieve a huge profit in the international market by gaining a considerable market share in the country and expanding exports to form a world-class brand, in order to truly get rid of the situation of being subject to cost price. Maintain lasting international competitiveness.
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