The Chinese furniture industry has been a bit annoyed recently. After the “Da Vinci Home†scandal, it was revealed that the “Redwood Street†in Beijing’s West Third Ring Road was disrupted due to management confusion, resulting in nearly half of the merchants without product identification and the “Quality Supervision Service Card†as a display. The act of dishonesty. In this "Redwood Street", many furniture manufacturers regard African pearwood hardwood as Brazilian rosewood, even more expensive Burmese, Vietnamese huanghuali, people have to exclaim, rosewood fraud has been transplanted cultural relics The means, from the ordinary lacquer fraud, rose to a more fake pattern. In response to this phenomenon, Yu Xiusu, secretary-general of the Beijing Furniture Association, said that some low-cost, poorly-quality woods are more serious as expensive wood, reflecting the lack of investment in original design and brand development in the furniture industry. The puzzle of the furniture industry from manufacturing to creative transformation. Statistics show that the total output value of China's furniture industry in 2010 was about 900 billion yuan, an increase of about 20% over 2009. At present, the furniture manufacturing industry has become the fourth largest industry after food, clothing and home appliances. Especially as a big exporter of furniture, last year China's furniture exports ranked not only in the world, accounting for 25% of the world's total furniture output, but also the export growth rate reached an unprecedented 30%. However, compared with the above-mentioned good-looking data, China's driving force and creativity as a big furniture country are declining, especially the implementation of standards and the creation of brands and the protection of property rights of origin are very backward. The reporter found that many furniture markets rely on sales staff to introduce raw materials. For example, the "China Dark Premium Hardwood Furniture Standard" issued in 2008 is mandatory. Enterprises must attach fixed metal signs and indicate materials when selling expensive hardwood furniture. The origin, quality grade, paint, specifications and other content, let consumers determine the market value according to the real scientific name of the wood, and now most hardwood furniture uses a paper trademark that is peeled off, it is easy for some furniture manufacturers to fake the column . Zhu Changling, chairman of the China Furniture Association, said that in addition to the realities of homosexuality, the homogenization is also the reason why Chinese furniture loses its brand advantage. At present, more than 90% of China's furniture industry is private enterprises or small and medium-sized enterprises, lacking innovative ability, especially design talents are even more scarce. Therefore, although there are tens of thousands of large and small furniture brands in China, no one has been able to lead the industry. The reporter reviewed a piece of material. In the early part of the last century, Chinese mahogany furniture appeared at the Panama Expo and won a number of gold and silver medals. The current degeneration and weakening of the industry and the lack of innovative talents make it a big furniture country. China is very embarrassing and tangled. Why is this industry lacking a well-known brand? The reason, Zhu Changling believes: First, re-manufacturing light design. For small and medium-sized furniture companies, the original design is good, but once it is put into production, there is no commercial value, it will cause a fatal blow to the enterprise, so the copy wind spreads everywhere. Second, there are few professional topics. For example, the “Wood Science and Technology†is a national second-level discipline. There are many scientific research projects including “863†and “973†every year, but furniture is difficult to open a question, and it is always in a marginal position. . Since the founding of the People's Republic of China, no expert or professor of the furniture industry has been able to take the National Natural Science Foundation. Third, the competition in the furniture industry is in a weak position. It is also a university or graduate student. The salary is lower than other industries, and the psychological gap is larger than that of the same age. Yu Xiusu said that in order to reverse this passive, we must increase investment in original design and brand development. For example, the brand alliance formed by furniture such as EGGER and Odson has made great efforts in original product design, and even registered its own patents and intellectual property rights. In addition, the “Huahe†furniture, which has just been recognized as a well-known trademark in China, retains its oriental characteristics and integrates with the world furniture industry. It not only forms brand differences, but also adds brand value. Zhu Changling also believes that during the “Twelfth Five-Year Plan†period, due to the appreciation of the renminbi, domestic market inflation, and the impact of upstream real estate regulation and control policies, domestic furniture production growth and export growth are expected to be adjusted to 15% and 12%, respectively. Faced with such an adjustment, the furniture industry must replace the quantity with quality and use the value of traditional Chinese culture to increase the cultural connotation of Chinese furniture. At the same time, he suggested that the furniture industry currently has no first-level academic journals or core journals. Therefore, it is necessary to strengthen the creation of basic disciplines in the disciplines, continuously strengthen the introduction and cultivation of furniture innovation talents, comprehensively enhance the competitiveness of furniture brands in the market, and promote the Chinese furniture industry to embark on an original and characteristic sustainable development path. .
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