As one of the pillar industries of our city, the furniture industry has developed well in recent years. As of 2007, there are nearly 3,000 furniture manufacturing enterprises in the city, mainly concentrated in Xindu, Chongzhou, Pengzhou and other places, with an annual output value of more than 20 billion and nearly 500,000 employees. There are more than 5,000 marketing outlets established throughout the country, and more than 80% of the products are sold outside the province, both in terms of output and sales volume are the leaders in the western furniture industry. However, especially after the Wenchuan earthquake and the global financial crisis, our city's furniture companies and furniture industry are facing greater difficulties and problems:
1. Insufficient R & D investment and low added value of products. Our city's furniture is mainly low-end panel furniture, although it has an absolute advantage in the domestic secondary and tertiary markets. However, enterprises generally lack awareness of product R & D investment, product development can not keep up with market demand, design plagiarism, and serious product homogeneity. According to the survey, the city's furniture companies generally have less investment in research and development, accounting for more than 5% of sales, only 8.9%, and less than 2% accounted for 58%. Even large companies such as Quanyou and Mingzhu have only been in the past two years. Open up the high-end furniture market with low added value.
2. The overall size of the enterprise is relatively small, its strength is weak, and there are few well-known brands. In addition to more than 20 companies with an annual output value of over 100 million yuan, such as Quanyou, Mingzhu, Shuanghu, etc., 94% of the furniture companies in our city are small and medium-sized private enterprises, with low starting points and small scale, relying on self-accumulation and self-development. Restricted. With less investment in brand building, it is very difficult to build a brand, especially when compared with developed regions. In 2006, the total output value of national furniture production reached 300 billion, while the output value of our city was more than 20 billion, only 6.7%. There are 65 furniture companies with sales revenue of more than 50 million in our city, and the industrial output value of 4.4 billion, including Quanyou, Mingzhu, The output value of the three Shuanghu companies exceeds 1 billion, so although a few leading companies stand out, the regional brand effect is not obvious.
3. The industrial chain is imperfect and the regional supporting capacity is poor. From the overall situation, the furniture industry cluster has not formed a benign industrial market cooperation connection, and the industrial cluster is poorly equipped. The industrial chain is short and imperfect. Whether it is R & D and design, talent training at the upper level of the industrial chain, or upstream industries such as wood processing, wood-based panels, metal products, textiles, sofa leather fabrics, and supporting industries such as hardware accessories, paints, decorative materials, packaging materials, and other production systems, And downstream links such as product inventory, marketing packaging, and transportation are seriously inadequate. As a result, most enterprises have less contact with other enterprises or local industries in the cluster, the division of labor and specialization are not obvious, each enterprise fights alone, there is no benign cooperation between enterprises, technology and information are not shared, and the scale effect and advantages of the cluster are not sufficient Play it out. This phenomenon of gathering but not grouping and grouping and powerlessness severely restricts the further expansion and promotion of industrial clusters.
4. The operation and management are backward, and the quality of employees needs to be improved. Some entrepreneurs lack the modern enterprise management level and management development strategic vision. The rich are safe, the management is conservative, the production management is more random, the production and operation are commanded based on experience, and the investment in modern equipment and technical force is insufficient; the enterprise lacks high quality Talents, a considerable proportion of management personnel only have junior high school or high school culture, slow updating of ideas and ideas, poor innovation awareness and competitiveness of the company; more than 90% of the employees of the company are migrant workers, low basic quality, difficult management, and lack of industrial workers Training session. In order to occupy more markets, companies often have only one way to lower prices. This is by no means a long-term plan for the sustainable development of companies, especially when the global economy is facing difficulties.
2. Suggestions:
1. Increase R & D investment, focus on talent cultivation, and improve innovation ability and product market competitiveness. With the strengthening of intellectual property protection, enterprises must break the tradition of imitation and imitation. They must vigorously cultivate their own R & D and design teams, strengthen cooperation with universities and scientific research institutions, cultivate professional talents, and comprehensively improve the overall quality of the city's furniture industry employees. At the same time, when subdividing the market, it is necessary to analyze the consumer behavior of the target consumers according to their own conditions, create personalized furniture, and combine local traditional features, such as Chongzhou rattan and art carving, to tap more market space and development potential. The government can set up a certain R & D special fund through the industrial park to reward R & D achievements, and the special subsidy funds for technological transformation and discounts on technological transformation are inclined to independent R & D enterprises; at the same time, the industrial park can gradually establish furniture vocational skills training schools Post personnel shall be regularly trained, especially for industrial technical workers, to ensure that the park enterprises are provided with the necessary talents.
2. Increase support, integrate superior resources, focus on building three major brands, and expand regional brand driving effects. The rapid development of industrial clusters requires the cultivation of a large number of leading enterprises or enterprise groups with scale, strength, and national and international influence and reputation. With the continuous development of the furniture industry, the concentration of industries to regions and the concentration of products to competitive enterprises is an irreversible trend. Suggestions: Focus on the rapid and steady development of the "Quanyou", "Mingzhu" and "Shuanghu" companies, and the construction and improvement of Quanyou Furniture Industrial Park, Mingzhu Furniture Industrial Park and Pengzhou Furniture Industrial Park Work to maintain and consolidate its leading position in China's bedroom furniture industry. The government can provide key support to leading enterprises in the areas of discounting technological innovation, technological innovation subsidies, project financing, stock listing, etc., actively do a good job in publicity and service work, and strive to introduce large furniture companies with preferential policies and good services. Guide the city's furniture manufacturers to cooperate with well-known enterprises and groups. Broaden the sales network and channels, break the boundaries of regions and industries in accordance with the requirements of agglomeration development, build a new operation mode of agglomerated production, unified publicity, and centralized sales to form a stronger market competitiveness.
3. Take the construction of the "park" as a breakthrough to improve the industrial supporting capabilities. First of all, the government or industry associations should better assist and enhance the development of the regional economy, and earnestly study the characteristics and operating mechanism of industrial clusters. It is recommended to start from the production supporting system, research and development, information services, logistics and other aspects, reduce information, technology development, production and transaction costs, and enhance the competitiveness of the furniture industry. Secondly, we must face the domestic and foreign countries, regions and enterprises in the furniture industry, and actively carry out investment promotion work in the furniture industry. In particular, we must strengthen well-known enterprises (brands), furniture hardware, paint and other furniture and related companies to attract investment and continue to improve And extend the furniture industry chain. Third, based on Chongzhou, Xindu, Pengzhou and other key furniture industrial parks, especially Quanyou and Mingzhu Furniture Industrial Parks, establish furniture development research institutions, create furniture industry enterprise technology innovation platforms, and focus on product development and design. Owning independent intellectual property rights, it can drive the R & D system of the city's production enterprises to upgrade and upgrade the furniture. Fourth, the production and sales of the furniture industry must be supported by accurate and timely information, the establishment of a furniture industry information center, the introduction of network information service agencies, and effectively promote and promote the continuous improvement of the city's furniture industry technology content. Fifth, according to the requirements of the city ’s furniture industry gathering and development and further improving the market ’s radiation, a modern logistics system compatible with the “Furniture Trade Capital of Western China†should be established to form a reasonable organization, complete facilities, advanced technology, efficient operation and integration A modern logistics system integrating warehousing, freight transportation and exhibition sales.
4. Guide enterprises to establish modern enterprise management concepts and comprehensively improve the level of business management. First, intermediary organizations such as government departments and furniture industry chambers of commerce should establish mechanisms for contact, interaction, and cooperation, promptly feedback the opinions and suggestions of enterprises, and provide relevant policies and information. The second is to firmly establish a marketing concept based on the domestic market and facing the world, and gradually expand market share. To take full advantage of the unique advantages of the city's furniture companies in the country's second- and third-tier markets that already have more than 5,000 marketing networks, grasp the direction of foreign investment and the development trend of foreign-funded localized marketing networks, and encourage the city's furniture companies to complement the advantages of foreign companies , Combining our market, land, and labor advantages with their technological and financial advantages to make the furniture market bigger and stronger. Third, enterprises should be good at developing new marketing channels. Continue to consolidate finding dealers, renting venues and selling through shopping malls and furniture cities. Innovate cooperation models and develop new marketing channels. For example, using the Internet to seize new marketing heights is undoubtedly more effective and lower cost. One of the product marketing methods.
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