A few days ago, the parent company of shenzhen HuaRen BaiLan mattress industry put up a sign at the gate of the factory, said the real estate industry downturn, furniture enterprise survival difficult; Company poor management, serious losses, insolvency and declared closed. This is after the island of huayuan hin, rich, shenzhen recent collapse of the third home furniture enterprises above designated size.
Meanwhile, autumn furniture fair in guangzhou, dongguan, also suffered the situation of cold and cheerless. Courty especially guangzhou exhibition, carried out in the hall on the first day, there before the pavilion, many exhibitors and visitors feel very bleak. With exhibitors said: "this is the most desolate furniture fair in guangzhou."
Rely on mainly export exhibition, guangdong furniture industry to a great extent had dependence "mode of exhibition". Failures and recession of the exhibition, and also started to guangdong furniture industry on the road to transformation.
Guangdong furniture meet challenges
For a long time, China (guangzhou) international furniture fair, the international famous modern contemporary furniture (dongguan) and the shenzhen international exhibition [0.00%] as three furniture guangdong furniture exhibition, in the domestic furniture industry always has the meaning of the vane. Furniture circles even a joke: "didn't attend the guangdong three exhibitions, furniture all embarrassed to say oneself do."
Confirmed according to the guangzhou furniture fair organization, starting next year, guangzhou autumn fair will be held to Shanghai home show, in the future, guangzhou furniture fair in guangzhou, will present the spring autumn twins pattern in Shanghai. This is the furniture fair held in shenzhen in 2009 after the autumn fair, guangdong three furniture is a major adjustment.
"Shenzhen furniture business failures, and guangzhou, dongguan furniture fair encounter cold autumn, reflect the same question: guangdong furniture industry of traditional development model has a problem." One industry source of "the China business news" reporter said.
In his view, due to the concept of modern furniture fully imported from abroad, guangdong as the forefront of reform and opening up, the first to accept the concept of modern furniture, at the same time of undertaking international furniture industry transfer, and occupies the plank and other imports of raw materials and products are exported to the right place, right time. So, in the past two hundred and thirty years, guangdong furniture industry development has been leading the country.
But, on the basis of the two hundred and thirty years development and accumulation, as the level of domestic furniture industry development gap with the international advanced level, rapid growth in domestic furniture brand, gradually began to appear, combining with the characteristics of China's market and the development trend of the combination of China's cultural characteristics. Set of sichuan furniture, school furniture, zhejiang furniture combined with regional culture of furniture such as schools, guangdong contemporary bedroom furniture industry's leading edge are being challenged.
In three of the guangdong furniture, besides shenzhen show preference for sale in domestic market, guangzhou and dongguan show the main positioning are exported. In dongguan spring fair this year, for example, according to organizers, visitors from over 150 countries around the world, a total of more than 30 people to visit the exhibition, overseas buyers of up to ten thousand people, professional buyers of the highest average residence time at 2.6 days. Mainly export is also the positioning of most of the furniture enterprises in guangdong.
Thus, after a lot of furniture enterprises in guangdong on going to the exhibition, its main purpose is to undertake outside the single. In recent years, due to the decrease in the export market, guangdong furniture enterprise also began to focus from export to domestic. But, thanks to the development of guangdong furniture industry, the past rely too much on export as the dominant idea of "mode of exhibition", ignore the focus on domestic sales channels and distributors, problems in the process of transformation is inevitable.
According to guangdong province furniture association Wang Ke introduction, in the first half of this year, guangdong furniture total sales of 120 billion yuan, including 68.5 billion yuan in domestic sales, exports of $8.55 billion, exports still account for nearly half of guangdong furniture. However, Chinese furniture exports are falling. Data from the general administration of customs showed that, 1 to August this year, the national furniture export volume is 202.39 billion yuan, down 3.2% year-on-year.
Export market slump, through a lot of furniture enterprises in guangdong exhibition undertaking outside a single dream. And because in terms of sale in domestic market, guangdong furniture enterprises more important export markets in the past, insufficient attention to domestic market, especially in the aspect of channel management, the competitiveness of domestic severely affected.
In the first half of this year guangdong province furniture association, according to data from guangdong furniture rose about 10% of the total sales. And according to the China furniture association, vice director of Chen Baoguang previously revealed, 1 to July this year, the furniture industry growth of about 25.44% in the country. For guangdong furniture is the main cause of growth is far behind the national average, is the sale in domestic market.
Is the basic operation mode of export orders and delivery, for delivery of the goods after basic don't have to worry about things. The dominated by export thinking "mode of exhibition", reflect on sale in domestic market, is the guangdong furniture firms are not too concerned about domestic sales channels and distributors operating conditions.
What's more, the rapid development of some enterprises for their own and the disadvantages of using "mode of exhibition" to the extreme. Heavily through the exhibition through expanding domestic sales network, in the name of the development of dealer to build new stores, in this way a lot to the new distribution shop goods, to complete their own sales, but seldom go to care about the lives of the dealer.
Meanwhile, other domestic furniture origin of brands have been put management center of gravity in the channels. Such as the MHF, sibutramine household north sent representatives of furniture enterprises, after a long time insist on proprietary channel strategy, and represented by microtek of sichuan furniture enterprises, market channels have also been on the deepening three or four line. Rely on high quality domestic sales channels, and other domestic furniture production began in the domestic market into the harvest, the household of even declared to stop the OEM business, put more energy in the domestic market.
Then, wait for guangdong modern home designs enterprises in export blocked, turn back to domestic market, only to find that channel become a big problem: core market light it is difficult to achieve breakthrough by dealers, to expand market channels and sink down three or four line.
On the road to transformation
"Now, many furniture enterprises in guangdong are aware of this problem, in the past the thinking formulary of 'exhibition mode formed under is being gradually reversed." Shenzhen titian in managing director luo strong-willed said. Recently, he is busy all over the country do dealer support.
In partnership with people titian in the product before, ROM in operas have become rich island of director of sales in shenzhen. In his view, the rich island go today, said there are two key mistakes from the business strategy. One is not timely adjustment of product direction, guard has decline of board type furniture, and regardless of the actual expansion of the scale of production; 2 it is to channel management is too weak, want to achieve channel sinking like microtek, break through three or four line market, channel not sink down.
So, after the establishment of solid wood furniture as the main development direction, titian in article put emphasis on two things: one is the design, the second is channel. In terms of design, titian as "shenzhen drive" original designer brand alliance launched units, with the original design of the "natural" brand ranks of the original shenzhen mainstream furniture.
"Shenzhen furniture export proportion is very big, but is a big problem, only buy shenzhen processing of furniture products abroad, rather than the furniture design." "Shenzhen drive" original designer brand alliance President Kong Wu said, they created the union, is to set up shenzhen original furniture design team, to create the original furniture design in shenzhen.
In respect of channel management, guangdong furniture enterprises are beginning to realize that the shortage of the previous and actively take action. Old federal furniture furniture enterprises in recent years, for example, a channel change, successively in first-tier cities such as shenzhen north, and chengdu, chongqing, southwest of the construction of stores and headquarters is located in foshan city, etc.
ROM character in "intensive cultivation" is used to describe titian for channel management. Chongqing dealer's large-scale promotional activities, for example, he not only to mobilize the whole company from solution to discount for dealers to provide systematic support, more on chongqing in command, to coordinate resources to achieve support for dealer biggest strength.
"Pay attention to original design, channels of intensive cultivation, this suggests that the guangdong furniture industry is on the transformation of the way." The foregoing the personage inside course of study says, with guangdong furniture industry, the basis of abundant once from "mode" the exhibition dependence came to himself, don't believe developing power than any other domestic furniture production areas.