For more than two decades, China's furniture industry has developed rapidly. In 2007, the annual production value of Chinese furniture reached 540 billion yuan, accounting for 25% of the global furniture production value of 307 billion US dollars. The annual export volume was 22.617 billion US dollars, accounting for 22.6 billion of the world furniture trade volume of the year. %, China has become the world's largest furniture manufacturing country. However, from the level analysis of the international furniture industry chain, the Chinese furniture industry is still at the low end of the industrial chain, that is, the low end of the smile curve. The product's creative, design, and marketing brands are basically in the hands of developed countries such as Italy and the United States. They have occupied the world's high-end furniture market with advanced design concepts and superb production techniques. The Chinese furniture industry is still in the early stages of development. On the one hand, the demand for furniture has grown rapidly, and foreign and private capital have been invested in the furniture industry. On the other hand, disorderly competition has caused the profitability of furniture companies to decline and market concentration to decline. More than 50,000 furniture enterprises across the country, 80% of which are small and medium-sized enterprises, have poor financial strength and small scale of production, and it is difficult to obtain economies of scale; insufficient profitability hinders furniture product design innovation and technological progress. Unordered development has resulted in excess production capacity and insufficient equipment utilization. Many enterprises with a certain scale began to expand overseas, and accelerated the development of furniture by accepting foreign orders. However, their lack of brand advantage and independent intellectual property rights also greatly hindered the improvement of furniture export level. The added value of products could not be reflected in manufacturing. There has been a phenomenon that the selling price of export furniture is lower than domestic. Furniture is highly dependent on outwards. Once the international environment changes, the first thing to do is export. In 2008, although China's furniture exports reached US$26.911 billion, a year-on-year increase of 21.5%. Compared with the increase in furniture exports in the previous year, it still fell by 8.2%. With the emergence of the impact of the international financial crisis on the furniture industry, more and more furniture companies began to reflect on the current production model and marketing methods. Some export-oriented enterprises began to shift to the domestic market, but the immature status of the domestic furniture market and our understanding of furniture products have hindered the existing development. How to cultivate and develop China's furniture market and create a development model for Chinese furniture, there are still many deep-seated problems that need to be explored and solved. This paper wants to put forward some opinions on the development of furniture for the reference of furniture enterprises. Chinese furniture is at a critical stage of development. Although the growth of Chinese furniture has slowed down in 2008, it is still the fastest growing country in the world. Compared with the internationally mature furniture industry, the Chinese furniture industry is still in the stage of growth and development. First, there is still a large room for domestic consumption of products. Compared with developed countries in Europe and America, the annual consumption level of furniture in China is still relatively low. According to the data currently retrieved, Americans consume 236 US dollars per year, Germans consume 371 US dollars per year, and Japan consumes 255 US dollars per year. China is about 12 US dollars. The share of furniture in the vast rural market is even lower. Due to China's national conditions and population base, we may not be able to fully meet the furniture consumption level of western developed countries, but as people's living standards continue to increase, the demand for furniture is still growing. Second, furniture products have not yet met people's needs for cultural life. On the one hand, there are many products and categories of Chinese furniture, but on the other hand, people still think that there are more similar kinds of furniture, which can reflect their own personality, and there are not many subdivision furniture that meet different levels. Third, the marketing model is still not perfect. After hundreds of years of development, western furniture countries are more mature in marketing concepts, brand cultivation, marketing models, and marketing teams. In the United States, for example, some large enterprises often transfer low-value-added furniture products to China and other countries through OEM, while focusing on the development of core values ​​such as design and brand network construction. Domestic companies lack international and domestic brands, and the marketing model is relatively simple. Our gap with international furniture development proves that China's furniture industry has not yet reached maturity, and there is still room for growth and development. However, in reviewing the development of Chinese furniture, we can't help but clearly see that Chinese furniture is facing an important turning point. The development strategy that originally relied on low-value-added scale expansion has been difficult to support the continued development of Chinese furniture. On the one hand, the changes in the international economic environment, the main furniture importing countries have reduced demand for furniture. On the other hand, the shortage of timber resources and the rise in labor costs have also made it difficult for some small and medium-sized furniture companies to maintain production. This requires Chinese furniture to re-examine its own development orientation. Take a road to furniture development that is mainly based on domestic demand and supplemented by exports. Chinese furniture companies will face a comprehensive reshuffle. A group of furniture manufacturing and sales enterprises that do not adapt to market changes will be closed down. But more companies will work through their own efforts. Enhance the core competitiveness of the company, complete the upgrading of the product industry, and promote the development of the Chinese furniture industry. Extending the life cycle of furniture products lies in the development of China's furniture industry. There is a paradox in general: China's furniture industry is booming and growing, but when it comes to furniture companies, the competition for furniture is becoming more and more fierce. A product is usually only six months from the time of listing to the next. Why are some classic furniture styles in the world long-lasting in the market, and the time for Chinese furniture products to remain in the market is generally not long? The reason is related to the general lack of innovation awareness of domestic furniture companies. Furniture, as a traditional durable consumer goods closely related to people's lives, product satisfaction is consistent with people's aesthetic taste and value pursuit. When people's lives are still in a state of food and clothing, the use value of furniture is the first choice. When the standard of living is raised to a certain level, people are no longer just satisfied with the needs of the function, but also require the product to be comfortable and beautiful, to integrate with the existing housing and environment, and to reflect the satisfaction of its own value. If the furniture is developed according to the original idea, the audience of the product will become smaller and smaller, and the market life of the product will not last long. The lack of its own characteristics, by mimicking the manufacture of furniture products, the market life is not likely to last. A new listing, various groups of companies from the imitation, and soon, people's sense of freshness, aesthetic will disappear, the market life of this color will come to an end. Why can companies achieve continuous mass production on the export side? Why are the American, Italian, French, and Japanese furniture features so distinctive? Why do the products of furniture companies like Huari, Yazhen, and the Federation have longer market life? The key is that their products have distinctive characteristics compared to other similar color furniture, which can meet the needs of such customers. At present, everyone complains about the phenomenon of furniture products competing for imitation, and pays attention to the intellectual property rights of their products, but they do not respect the intellectual property rights of others. Therefore, it is necessary to create an innovative atmosphere in the furniture industry. As long as everyone starts from themselves, China will have a number of furniture products with Chinese characteristics and inherent technical content. Flexible production will become the trend of furniture development and the international market. The characteristics of most domestic civilian furniture production are: ordering according to customer demand, and not storing product inventory. This type of production method is more suitable for single-machine and small-batch production, but the production efficiency is low and the delivery time is relatively long. However, some large-scale furniture enterprises, if they are to follow the existing domestic furniture production process, will inevitably lead to the idleness of equipment and the emptiness of manufacturing capacity. Can small batches and multi-species be produced on the same line? Can the production cycle be shortened? This is through flexible production, so that the production organization, manufacturing capabilities, and marketing model of the enterprise can adapt to changes in the market. Because the production process, main functions or programs of the furniture are fixed. For example, the wardrobe is composed of a number of cabinets and drawers, and the bed is composed of a bed board and a bed frame. The style of the product is reflected in the shape of the various types of carving and painting. This has created good conditions for the flexible production of wood furniture products. Most of the current plate furniture is also produced in this way. In fact, solid wood furniture can also adopt the method of flexible production: firstly, according to different room type and ergonomic requirements, some common parts are standardized; then according to the needs of different users, external veneers or other special multi-functional parts are added. In doing so, it can not only improve equipment utilization, speed up the delivery cycle, but also meet the needs of different users, so that the commonality and individuality of furniture production can be unified. In fact, whether domestic furniture can achieve economies of scale, it is also related to the company's own product positioning and market positioning. Under normal circumstances, the furniture products that go to the mass consumption and the national sales market, the audience is wider, the single color furniture. Shipments are relatively large, which is consistent with the goal of exporting furniture to meet the international market. The reason for the large batch size is the same. For companies that produce high-end or custom-made furniture, the audience is narrower, and the sales volume of single-color products is relatively small. According to this, whether it is possible to form an industrial cluster model of 'Zhongxing Gongyue' around the respective market positioning of the company, through technical cooperation and technical reciprocity. Enhance the ability of furniture to radiate to the domestic market. If we say that the past is about three to one supplement and form furniture manufacturing bases in Dongguan, Wenzhou, and Northeast China, then the baptism of this financial crisis will surely encourage Chinese furniture companies to pay more attention to product innovation and the re-engineering of marketing channels. Step out of a path suitable for the development of Chinese furniture. China's furniture industry has a glorious past and will have a bright future.
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Guangdong Fabia Intelligent Technology Co., Ltd , https://www.smartfabiatoilet.com