Domestic sales channels of enterprises need to strengthen the export of furniture industry

Following the negative growth of furniture exports after 2009, the export of furniture to domestic sales is imminent. At the relevant furniture quality alliance summit held in Beijing a few days ago, Zhu Changling, chairman of the China Furniture Association, revealed that the furniture export value in the first half of this year was 24.614 billion US dollars, down 5.83% year-on-year. This is the second negative growth after 2009.

The industry entered the medium-speed development shift period

Zhu Changling said that the reasons for the decline in furniture exports this year have been multifaceted. First of all, the economic situation in Europe and the United States is not the main cause of the decline in exports. Secondly, the manufacturing industry in Europe and the United States has begun to return, which has affected China’s exports to a certain extent. Thirdly, the rise of domestic labor costs has also led to the transfer of factories to many enterprises. Vietnam and other countries; Finally, the United States has filed anti-dumping lawsuits against wooden bedroom furniture of some of our export enterprises.

Zhu Changling said that China's furniture industry has entered the shift period of low-speed development from the high-speed development stage. In the 10 years from 2001 to 2010, the growth rate of the furniture industry remained at around 30%, and the industry developed rapidly. Since 2006, China has surpassed Italy to become the world's first exporter. In the first half of this year, the main business income of 4,859 enterprises above designated size was 328.2 billion yuan, an increase of only 12.87%, and the output increased by 4.30%, but the profit increased by 17.32%, indicating that the industry has changed from quantitative growth to qualitative improvement.

Many enterprises in China are gradually moving out of export or OEM. In order to improve the gross profit and market space, they have turned to domestic sales, from pure OEM production to design and production, and even started to build brands and self-built channels. Zhu Changling said that for export to domestic sales, product design and manufacturing issues should not be very large. The popular European and American styles in recent years are exactly what these export companies are good at. Therefore, channel construction and customer service should be urgently needed by export enterprises. Strengthened aspects.

Brand alliance

At present, the situation and conditions of the development of the home industry have undergone profound changes, and strategic opportunities and severe challenges coexist. In response to market challenges, more than 50 companies from the industries of wood-based panels, furniture, wooden doors, wood flooring, interior decoration, etc. have recently established the “Co-casting China Home Quality Alliance” and unanimously passed the proposal to jointly build China Home Quality Alliance. .

This proposal mainly includes: adapting to the development of regional integrated industrial economy, breaking the boundaries between regional and household industrial chain enterprises, and jointly creating a resource platform for large brands; voluntary alliances between enterprises, complementary advantages, and exploiting the scale advantage of brand groups Market, coping with market changes; inter-enterprise procurement and business channels support each other, competition and cooperation complement each other; joint rights protection, synergistic attack, jointly promote the healthy development of China's big home industry; implement a quality-winning brand strategy, quality and brand as a company The core direction of development is to meet the needs of users and consumers as the goal pursued by the company, to provide high-quality products and first-class services to the society; to market-oriented, increase quality investment and establish innovative mechanisms.

The excellent brand of furniture and the excellent brand of raw materials cooperated to develop the market and won praise and support from all walks of life. Mei Jianhua, director of the Product Quality Supervision Department of the General Administration of Quality Supervision, Inspection and Quarantine, pointed out that household enterprises and household substrate enterprises should fully realize that quality is the foundation and the embodiment of the core competitiveness of enterprises and industries; it is necessary to fully realize that environmental protection and safety are measured in the new era. New standards for product quality minimize the risks and hazards of non-environmental and unsafe products. The co-casting of China Household Quality Alliance concluded by the summit provided a new idea for promoting quality co-governance and quality management.