Furniture market before, this is the information December 29, 2010, nearly 500 Chinese furniture industry entrepreneurs from across the country on the Leaders Summit "truth, furniture TIME" organized by the feedback.
   Orders had just done, to hit the United States trade barriers: US International Trade Commission on November 30, 2010 ruling continuation of the existing antidumping duty order on Chinese wooden bedroom furniture exports to the US, the rate is 43.23 to 216.01 percent, Duty Order It is an established fact that the implementation period is still 5 years and furniture export is not optimistic.
   On the other hand, compared with the domestic market, compared with 2010 when furniture companies became the most popular CCTV advertising tenders, the just-closed 2011 CCTV advertising tenders, the enthusiasm for the furniture industry to invest in CCTV advertising dissipated sharply; Zero conflicts have deteriorated unprecedentedly.
   Furniture manufacturer "worst times"?
   The dilemma of Chinese furniture manufacturing companies' survival is no longer necessary. Mr. boss left a furniture company in Foshan, Guangdong, told reporters, "according to the current operation of the furniture industry, the bedroom furniture exports to the US anti-dumping tax rate if more than 10% of their products can hardly advantage at all. If the tax rate increased to 216.01 percent, will The product has no advantage in the United States. "
   In fact, many furniture manufacturers in the Pearl River Delta clearly felt that the market entered the off-season ahead of schedule in October 2010 . The order is completed, but there are no new orders to take and dare to take. Morgan Stanley's professional research report shows that for every 1% of the US GDP growth rate declines , China's GDP growth will decline by 6.5% , and 60% of China's furniture exports are sold to the United States, the downward trend is more obvious.
   What is striking is that the "three come and one supplement" in the coastal areas has been cancelled, many suppliers of materials and accessories in the furniture industry have also been removed, and export tax rebates have been reduced, making it difficult for enterprises to continue production. On Leadership Summit last December 29 held, a well-known furniture company in Dongguan boss Chen told reporters, "since the financial crisis, the collapse of the two companies Dalingshan every day."
   The famous economist Lang Xianping's argument was quite sensational, "China's furniture 70% production capacity is only 29% consumption. Over the years, it is not the product innovation that has really driven China's furniture exports, but China has a serious overcapacity. . No export, the Chinese economy will disintegrate immediately! "
   Dealers face multiple difficulties
   The exit is nowhere to be found, what should I do?
   "The common practice of furniture manufacturers is to switch to the domestic market and seek sales channels. This has to some extent forced the furniture store's" Great Leap Forward "expansion." According to Yang Tao, CEO of Guangzhou Kumanju Animation Technology Company , retail expansion Next, it will continue to be the driving force for the growth of the entire furniture industry.
   Statistics show that Red Star Macalline has attracted more than 40 stores in 2010 and opened more than 30 stores. The number of stores opened in a year is the total number before 2010 ; Ouyada also opened 6 stores; areas with smaller plates Brands such as Mercure Center, Jockey Club Home Furnishing, etc. have just opened a dozen or so furniture stores in Guangzhou in just one year, with an area of ​​over one million square meters.
   It stands to reason that the continuous expansion of the store should be a symbol of the prosperity of the industry, but the actual plot is that the expansion of the store pushes up the vacancy rate, and the channel hegemony also causes the store rent to "fly up". Xia Chen said the dealer, "In the past 200 square meters, one month's rent is 20,000, the profit is 500 000; 300 square meters now, one month's rent is 40,000, the profit is still 500,000."
   This fate of being exploited is obviously something that the furniture dealer does not want to see. Reluctantly, the competition in the industry has been unprecedentedly fierce, and the competition between Red Star Macalline and the actual home has also become fierce. A merchant has calculated an account. If he enters Red Star Macalline, he will have to pay an additional rent of at least 300,000 yuan per year . If he enters the actual home, Red Star Macalline will be carried out in more than 70 chain stores nationwide . The same "sanctions" have unimaginable consequences.
   As a result, the general phenomenon is that dealers sigh and have been busy for a year, but their profits are lower than in previous years; furniture real estate developers complain that the stores are all over the country and there are few well-managed stores; Can not sell furniture industry to accelerate the "difference between rich and poor"
   It seems that the entire furniture market is shrouded in a downturn. But the data shows that in 2010 , Chinese furniture continued to grow at a rate of 30% . Jintian Haomai is the most well-known furniture equipment supplier in China. Guan Jianhua, the company ’s managing director, also told Nandu reporters, “ In 2010 , Jintian Haomai ’s equipment sales reached more than a billion, with a growth rate of 40% . For example, Pocket Pearl Furniture, in 2010 alone heroic purchased from Kaneda device had more than 3 million additional funds will purchase equipment this year. Moreover, the company increased investment in equipment by no means a pearl, as well as all friends, so on the EU to send. "
   The introduction of high-tech equipment can, on the one hand, help leading furniture manufacturing enterprises to carry out large-scale and industrialized production and shorten the supply chain. "Once CNC equipment is enabled, customers can place orders at the terminal, and the workshop can immediately design production drawings, cut and drill Technological processes such as holes are also launched immediately. Orders in the morning will be delivered in the evening. "Guan Jianhua said that the introduction of equipment can largely solve the problem of" labor shortage "for enterprises.
   "Industrial restructuring is being led by the tide. Leading furniture manufacturing companies are deeply integrating manufacturing and channel services through informatization and high technology to profoundly change the capabilities and looks of Chinese furniture brand manufacturing companies. For example, Chuanjun Furniture Pearl is introduced to IBM and Yuejun. The furniture federation introduces China Digital. " Yuan Weidong, founder of " True Love · Furniture Time "magazine said.
   dialogue
   Forecast of the furniture industry
   Chen Huai, Director, Policy Research Center, Ministry of Housing and Urban-Rural Development
   In the past the "Great Leap Forward of real estate development," the prime 10 years, China including affordable housing, urban residential real estate, etc., but 7 million -800 million units. As a related industry of real estate, the furniture industry still has a lot of room for development. The next step the furniture industry has to take is the one the home appliance industry has taken.
   Yang Tao , CEO of Guangzhou Kumanju Animation Technology Company
   With the arrival of the "baby boom", there are 150,000 new births a year in cities such as Guangzhou . Roughly calculated, the Guangzhou market alone has more than one billion yuan of "cake" for children's furniture in a year, and it is worth noting that buying children's furniture is already a rigid demand for household consumption.
   Huang Zhiwen, Deputy Director of Chongzhou Economic Development Zone Management Committee
   Some local governments in the Midwest have listed the furniture industry as an opportunity for new manufacturing breakthroughs. Chongzhou has built an 8- square-kilometer western furniture industry base. It is conservatively estimated that the output value of the Chongzhou furniture base exceeded 10 billion yuan in 2010 , a year-on-year increase of more than 36% . By 2015 , the output value of the base will be at least 50 billion yuan. The Chongzhou local enterprises, all friends of the Chongzhou local incubator, and the Pearl of the Palm, will also become the aircraft carrier of Chinese furniture companies.
   Point of view
   Capital starts chasing the furniture industry
   The intuitive signal of the rise of the industry is the rush for capital to enter. On the same day that the United States announced the continuation of the anti-dumping tax order, Kumanju, a local company specializing in the children's furniture market in Guangzhou, received an international venture capital investment of 60 million yuan; and in early 2010 , Red Star Macalline and Shangpin Houseware also Both have received large amounts of venture capital. At the same time, companies such as Hundred Years, Huayuanxuan, Tycoon, and Jinsheng Home Furnishing have also spread the message of conspiracy to go public.
   Prior to this, the overall annual output value of the Chinese furniture industry exceeded 700 billion yuan, but could not incubate a furniture company with an annual output value of more than 10 billion yuan. The number of listed furniture companies has been criticized by the industry.
   The reason why capital was not optimistic about the furniture industry was also very simple. "One is that the traditional manufacturing business model is too simple and lacks imaginable space; second, furniture manufacturing enterprises are mostly family-owned enterprises, and property rights are not clear enough; third, talents for industry development. There is a shortage, and the dealership is huge. There are at least 50,000 or 60,000 furniture dealers in the country, but most of them are husband and wife stores. " Yang Tao , CEO of Kumanju.
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