Although, the eu ban illegal timber imports and trade bill until 2013 to implement, but, ikea (China) has finalized the furniture of Russian imports from next year 100% get FSC authentication raw material forest, how to reside, the home depot, wal-mart, carrefour and other foreign stores also get authentication of the forest in the pyramid furniture purchasing proportion, China is a furniture in secret "move STH" board type furniture lease space, with soft furniture sales.
"Environmental protection doctrine"dinning chairs aggravate channel hegemony, lack of "the green label" of Chinese furniture manufacturer to living space is squeezed, they start wandering: board type furniture business, to stick to or give up?
The first half of this year, in "the second China development board type furniture BBS", furniture industry authority of scholars, entrepreneurs together "discuss", the basic consensus reached an agreement--is not expected bad, China board type furniture is in the compound "spring".
Board type furniture has lost growth
Recently, milan, Italy international industrial research center fresh baked the 2011 world furniture outlook,, this research report, China as the world's first big furniture exporter, after the financial crisis after a concussion, furniture always exports have already by $2008 in 27.615 billion, up to $2010 in 33.724 billion, and 2011 continue to keep rising.
If plus domestic market, in 2010 China furniture production value of 870 billion yuan, can scale than real estate, automobiles, home electrical appliances industry. In the first, board type furniture already accounts for half of the total output value to China furniture jiangshan, the size of the market and the sustainable growth is to look forward to.
Association of industry of Chinese forest products, vice President of QianXiaoYu told reporters, China's annual new houses more than square meters of 20, to the man-made board of more than 8000 square meters market to bring the incremental demand. The next 10 years, China has to build 30 billion square meters of housing, and secondhand the room again to decorate, it is estimated that by 2015, China man-made board of output will reach 160 million square meters, the board type furniture with production and marketing JiSheng, nature also in reason.
Good signal there. The year 2009 was the first time in 18 years China labor income rise, 2009-in 2010, the Chinese residents' consumption growth rate steady at 15% or so. The next big development trend were following this, residents' disposable income growth will more than GDP. At the same time, as China's urbanization process, is expected to push the speed by each year more than 13 million americans will be a furniture of new consumer groups." Well-known economists LiDaoKui in BBS board type furniture is on analysis.
"Commercial bribe" raging currents?
These data can give a person a kind of "YingGeYanWu" feeling, but the truth not so.
"We see in the market of board type furniture, less and less in the big sell the proportion of and share is less, even some big stores can only see red apple, health and has 3, 5 board type furniture brand and the sofa and the hammock brand is more and more." Hong Kong's international chain organizations and President CengZhenYu said, soft furniture products accounts for the area of little, high rent for the relatively strong capacity, this is the supermarket welcome. Without moderation rent up DaoBi small profits board type furniture dead died, fled.
"Now, to move into the new board type furniture dealers mortality rate as high as 70%, even when we are such senior dealer, if 35 years remodeling mode, can't not reforming pattern, will also took to the road of the desperate." Kunming general manager, China furniture all Hong Kong federation of rotation LiJunMing sellers of board type furniture also are worried about his future.
The real culprit, "with the eu ban illegal timber imports and trade bill, the promulgation of the lack of green label 'China' board type furniture has been difficult to obtain foreign retailers favour, if not turns sale in domestic market, export furnisher board type will be tied up close. It is see through board type furniture manufacturers dilemma, stores purchasing managers to create difficulties of commercial bribery, ' 'already undercurrent rough, market confusion." Shenzhen a board type furniture's marketing director when levin said to reporters, in addition to get "mesa"dinning chairs of year by year up to rent, accept approach fee, and persecute furniture manufacturer sells the pace of expansion followed a new store, etc "channels hegemony", secretly "human river's lake." a few into crushed by board type furniture the last straw.
Regression consumption demand
Board type furniture industry situation of China is such a entanglements. So, where is the path to break?
Nanjing forestry university, furniture and industrial design, dean of the college of WuZhiHui Suggestions, "ikea for China furniture especially board type furniture brings a breakthrough, hope you attention, because board type furniture value is mainly manifested in the design concept, material selection and manufacturing technology and marketing mode above, should put the several aspects of fusion, make industry to change by Labour intensive technology."
"In fact, follow the ikea 'model' concerns two propositions, one is doing even hundreds of billions, large-scale enterprise billions, 2 it is to do the one hundred years old brand enterprise. If you want to do mass, industrialization, standardized production should be a kind of trend; if you want to and stronger brand, go segments of the market, focus on service field should be a feasible." Jane furniture general manager wang zhiming further analysis.
But "a bit to be sure, the new force of the injection of China furniture industry will make up development board type furniture industry, China needs to break the benchmarking type enterprise bureau to break. At present, QuanYou, apple and other enterprise from channel, gave birth to the billions of scale,dinning chairs is quietly change industry and business competition pattern; and shang pin home delivery leading the custom industry's return, also for board type furniture opened new pattern and new direction." "The truth · furniture Time magazine founder YuanWeiDong said the change of actual is consumer focus, their environmental protection, taste consumption power from the start to making the channel influence, even traced to the design.
