"Environmentalism" has intensified channel hegemony. The living space of Chinese furniture manufacturers lacking "green labels" has been squeezed. They began to swear: The business of panel furniture must be adhered to or abandoned?
Xianghe Furniture City official website recommended search to read: panel furniture green furniture furniture
In the first half of this year, at the "Second China Panel Furniture Development Forum", the authoritative scholars and entrepreneurs of the furniture industry came together to "sit and talk" and basically reached a consensus - the situation is not as imaginary, the Chinese plate compound The furniture is still in the spring.
The growth of panel furniture has not been reduced
Recently, the International Industrial Research Center of Milan, Italy, released the "World Furniture Outlook 2011". The research report shows that China, as the world's largest furniture exporter, has experienced a financial crisis and the total export volume of furniture has been 276.15 in 2008. US$100 million, which increased to US$33.724 billion in 2010, and continued to rise in 2011.
If the domestic market is added, the total output value of Chinese furniture in 2010 will be as high as 870 billion yuan, which is comparable to the pillar industries such as real estate, automobiles and home appliances. Here, the panel furniture has accounted for half of the total output value of Chinese furniture, and the sustainable growth of the market scale is worth looking forward to.
Qian Xiaoyu, vice president of China National Forest Products Industry Association, told reporters that China has built more than 2 billion square meters of various types of houses every year, which has brought more than 80 million square meters of demand to the wood-based panel market. In the next 10 years, China will build 30 billion square meters of houses, and second-hand houses will be renovated again. It is estimated that by 2015, the output of China's wood-based panels will reach 160 million square meters, and plate furniture will rise with production and sales. Naturally, it is also reasonable. in.
Good signals are endless. “2009 is the first time that China’s labor income has risen in 18 years. In 2009-2010, the growth rate of Chinese residents’ consumption has stabilized at around 15%. The next step is to continue this trend, and the growth rate of disposable income will exceed At the same time, with the acceleration of China's urbanization process, it is estimated that more than 13 million people will become new consumer groups of furniture every year.†Well-known economist Li Daokui analyzed at the panel furniture forum.
"Commercial bribery" is undercurrent?
These data will give people a feeling of "singing songs and dances", but this is not the case.
"We see fewer and fewer plate furniture in the market, and the proportion and share in the hypermarket are getting less and less. Even some hypermarkets can only see 3 or 5 plates of Red Apple and Jianwei. The brand of furniture, and the brand of sofas and soft beds are more and more.†Zeng Zhenyu, president of Hong Kong Shengjia International Chain Store, admitted that soft furniture products account for a small area and have a strong ability to bear high rents. This is a hypermarket. welcome. The unrestrained rent rise forced the thin piece of furniture to die and escape.
"Now, the new board furniture dealers have a mortality rate of 70%. Even if we are a senior dealer like us, if we can't reshape the model within three or five years, we can't reorganize the pattern, and we will also go to the road of desperation." Kunming Li Junming, the general manager of Hong Kong and the Standing Committee of the China Furniture Sellers Association, is also worried about the prospects of panel furniture.
The real crux lies in the fact that “with the introduction of the illegal timber import and trade bill in the EU, the lack of 'green label' Chinese panel furniture has been difficult to obtain favored by foreign retailers. If the export cannot be sold domestically, the panel furniture manufacturers will be stuck. It is through the dilemma of panel furniture manufacturers that the store purchasing managers are arrogant, the 'commercial bribery' has been undercurrent and the market is in chaos." Li Wen, a marketing director of a panel furniture in Shenzhen, admitted to the reporter that in addition to getting the "counter" The annual rent increase, the entrance fee, forced the furniture manufacturers to follow the pace of expansion of the store to open new stores and other "channel hegemony", the secret "human rivers and lakes" into the last straw of the pressure plate furniture.
Return to consumer demand
The current situation of the Chinese panel furniture industry is so entangled. So, where is the breakout path?
Wu Zhijian, dean of the School of Furniture and Industrial Design of Nanjing Forestry University, said, “IKEA will bring great breakthroughs to Chinese furniture, especially panel furniture. I hope everyone pays attention because the value of panel furniture is mainly reflected in the design concept, material selection and manufacturing. In terms of technology and marketing models, these aspects should be integrated to make the industry shift from labor-intensive to technical."
“In fact, emulating the 'IKEA' model involves two propositions, one is to do billions of dollars or even hundreds of billions of large-scale enterprises, and the other is to be a big brand enterprise of a hundred-year-old store. If it is to be large-scale, industrialized and standardized. Production should be a trend; if you want to be a strong brand, take a market segment, focus on the service sector should be more feasible." Wang Meiming, general manager of Jane Furniture, further analysis.
However, "One thing is certain, the injection of new forces will inevitably lead to the upgrading of China's furniture industry. China's panel furniture industry needs benchmarking companies to break through. For the time being, all-friends, palms and other companies have built their own channels. The scale of billions is quietly changing the competitive landscape of industry and commerce; and the return of the custom industry led by Shangpin Home Furnishing has created a new pattern and new direction for panel furniture." Founder of "True Love Furniture Time" magazine Yuan Weidong said that the initiators of this change are actually consumers, and their environmental protection and taste consumption forces have begun to influence from the channel side to the manufacturing side, and even to the design side.
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