On July 4, 2010, the 11th Chengdu International Furniture Industry Exhibition was in full swing in the New International Convention and Exhibition Center of Century City. The Summit Forum also kicked off at the Jiaozi Conference Center in Century City. How can China's furniture industry move towards the fast lane of high-end industry development? In what way will Sichuan Furniture occupy a new high ground in China's furniture industry in the future? Industry leaders from the furniture distribution and manufacturing sectors across the country have "made suggestions".
In this "2010 China Furniture Industry Development Summit Forum", another news broke out: After the communication between the Chengdu Furniture Exhibition Organizing Committee and the National Chamber of Commerce and Industry Furniture Decoration Industry Chamber of Commerce, the next China Home Furnishing Industry President Forum also It will be settled in Chengdu and will be held during the Chengdu Furniture Fair.
Status of Sichuan Furniture:
In 2008, the total output value of Sichuan furniture was 31.6 billion yuan, and in 2009 it reached 44.1 billion yuan, with an industry growth rate of 40%; in 2006, the annual total export of Sichuan furniture was only 20 million US dollars, and in 2009 it reached 180 million US dollars, a 9% increase. Times ... At the "2010 China Furniture Industry Development Summit (Chengdu) Forum" held on July 4, Ding Zuohong, president of the National Chamber of Commerce and Industry Furniture Decoration Industry Association, lamented the rapid development of the Sichuan furniture industry with the "Rise of the Sichuan Army". At the same time, many heads of furniture companies from other provinces who came to the conference also marveled at the prospect of the furniture industry "Chuanjun".
In this regard, Mr. Huang Hui, the head of Melaleuca Furniture (), which focuses on furniture network sales, has another view, "Sichuan furniture has great potential, but at present, the national furniture industry has entered a transition period of industrial upgrading. , Sichuan Furniture wants to go further, it must find its own position. "Mr. Huang said.
First, innovation is the way out
Sichuan's furniture industry used to focus on "quantity" of production and marketing methods, which caused the current development of the industry during the development dilemma. Due to the low technical content of products, Sichuan Furniture has taken the marketing route of second and third tier cities in the past. Through self-built channels, it has quickly occupied most of the working-class market in the country and formed the nation's sales volume. But this also created the market impression that "Sichuan furniture is a low-end product". Although the sales volume is large, the profit margin and added value are not high.
"The core problem of the Sichuan furniture industry is how to shift from quantitative expansion to qualitative improvement." From "Made in Sichuan" to "Created in Sichuan" has become the consensus of many Sichuan furniture companies. Mr. Huang said that "Sichuan Creation" not only means innovation in design concepts, but also includes innovations in business models, marketing methods, and product quality management. The way to achieve innovation lies in competition.
Second, the "Guangdong model" can be used for reference
Although Sichuan has become one of the three largest furniture production gathering places in the country, Mr. Huang does not denounce the gap: "Now the Sichuan furniture industry has gone through the road that Guangdong and other coastal areas have gone through ten years ago." The label of "low-end products" will inevitably face a new round of elimination and competition. From the industry's perspective, the "labor period" of the Sichuan furniture industry is imminent.
How to cope with industrial transformation and achieve file upgrades? Mr. Huang Hui summarized the development characteristics of Guangdong ’s furniture industry and used it for reference by Sichuan counterparts— “One is to get rid of the manual model and realize industrialization, formulate strict quality standards and elaborate management processes to ensure product quality; the other is to extend the industrial chain, From design, raw materials, packaging, sales to logistics, etc., the overall magnification advantage is formed; the third is to gather enough creative and technical talents. "Mr. Huang Hui believes that it is these three characteristics that have created the" national furniture to see Guangdong "industry situation.
For Sichuan Furniture, it is unavoidable to gradually move away from counterfeit and learned manufacturing methods and create distinctive local creative design features; and the lack of industrial formats such as base materials and coatings has become a must Make up for the short board.
Third, brand development
First, the government needs long-term and stable planning. What the furniture industry needs most is the government's long-term stability plan for the industry. Due to the relatively short time limit for the government's industrial planning in the past, many furniture manufacturing enterprises in Chengdu have already moved two or three times.
Second, organizations such as industry associations should focus more on intellectual property protection, industry integrity and self-discipline, and development strategy integration. In the past, when people talked about buying furniture, they thought of Guangdong furniture, but Sichuan furniture has developed rapidly in a short period of time with its accurate market positioning. At present, Sichuan furniture has its own characteristics, both in terms of design style, manufacturing and the brand of the furniture itself, and has a considerable number of consumers. Currently, Sichuan Furniture needs to devote more attention to intellectual property rights in brand building. Only in this way can Sichuan Furniture's special label make a deeper impression on consumers.
In this industry revolution, how to expand the influence of the "Sichuan Furniture" regional brand has always been a problem for the industry to think about, and it is also a concern of Melaleuca Furniture. The development of any brand is the result of the joint effect of manufacturing, circulation and other fields. We want to further develop and grow, we must also change the traditional concept of many people on the furniture industry, and even the traditional understanding of furniture companies. Nowadays, Sichuan furniture manufacturing enterprises are undergoing earth-shaking changes, and this change also gives us the confidence to produce the top furniture products that people can worship.
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