After 30 years of development, the traditional furniture industry has made certain progress. In recent years, with the global economic downturn, the traditional furniture industry is facing a shrinking market and rising costs. In addition, traditional furniture is a labor-intensive industry, with low barriers to entry and expansion in previous years, resulting in overcapacity. Some of the deep-seated contradictions and problems that were once temporarily concealed by the traditional furniture industry during the period of rapid growth began to be gradually exposed. As a result, some companies began to actively think about the transformation of the program, hoping to embark on the road to transformation and upgrading.
status quo
"It is very easy to lose money when you take orders, so you have to dispose of the factory." Taiwanese businessman Yang told reporters that he has now completely transformed from the furniture manufacturing industry and concentrated on operating farms in Qingyuan, Guangdong.
Yang's business transformation is just a microcosm of the current sluggish furniture industry. At present, both the manufacturing and sales sectors are under pressure, and the entire chain of the furniture industry has entered a painful adjustment period. According to the latest data from the General Administration of Customs, China’s export counterattack in July showed a positive growth of 5.1%. However, furniture exports have been significantly delayed. The export value in July was US$4.14 billion, down 6.2% year-on-year.
At the same time, due to the influence of the state on the macro-control of real estate, the domestic sales of furniture also showed a slowdown in growth. In the first half of this year, Guangdong's domestic sales of furniture was 61 billion yuan, up 8% year-on-year, a decrease of 2 percentage points over the 10% increase in the same period last year, and far lower than the average annual growth rate of 16.3% before 2012.
Cheap export
The export of furniture is not as good as one year, and the wages of workers are increasing by 15%~20% every year. In addition, the rising of raw materials and the appreciation of the renminbi are all increasing the export cost, while the European and American customers are biting the price and the order price cannot rise.
Not only faced with problems such as rising labor costs, the recent new regulations in export markets such as Europe and the United States have cast a shadow over the export situation of domestic furniture companies. Recently, following the European Union's implementation of Forest (FSC) certification for wood and wood products in March this year, the US Environmental Protection Agency (EPA) has proposed two proposed regulations to ensure that its domestically produced and imported composite wood products meet the formaldehyde determined by Congress. Release the standard.
The bill is called the most stringent formaldehyde emission requirement for composite wood products in the world, far higher than the standards of the European Union, Japan and China. For example, in the particleboard, the formaldehyde emission should not exceed 0.09mg/kg, which is higher than the standard of China 1000. Times. After preliminary evaluation, if the production is organized according to the new standard of the United States, the cost of wood-based panels is expected to increase by 30% to 50%. The cost of finished wooden furniture based on wood-based panels is expected to increase by 15% to 20%.
A person in charge of an export furniture company said that the United States once again raised the threshold for the import of wood products, making the export of wood products worse.
Affected by the above-mentioned factors, Guangdong furniture exports, which account for nearly half of the country's furniture exports, have slowed down. According to data from the Guangdong Furniture Association, in the first half of this year, exports were 7.78 billion U.S. dollars, a year-on-year increase of 3.6%. This growth rate slowed by 0.8 percentage points over the 4.4% growth rate in the same period last year.
Weak domestic sales
"In the past, I could sell one or twenty pieces of furniture, but now I can't sell ten pieces a week. This year's business is particularly bad." A furniture salesman in Guangzhou Panyu Dashi Furniture City recently told this reporter.
Even the middle and low-end furniture stores are so deserted, and the situation of mid- to high-end furniture stores is even less satisfactory. Recently, at the Jisheng Weibang furniture store in Pazhou, Guangzhou, the reporter saw that there were very few guests looking at the furniture at the scene. Many of the shops had a million yuan of furniture, but there was almost no deal. Red Star Macalline, opposite the JSWB, has been withdrawn from the market last year. It has lost one competitor, JSWB, and it seems that it has not been diverted to passenger traffic.
Mr. Fan, who is engaged in furniture and building materials business, told reporters that the weak domestic sales have a lot to do with the country's macro-control of real estate. The volume of property market has not improved much since the blowout occurred in March this year, so the demand for furniture is also very limited. In addition, the high or low price of property also affects the budget for consumers to buy furniture.
Fu Jianping, director of Shangpin Home Furnishing Group, also said in an interview with this reporter that due to the macro-control of real estate and the impact of online shopping, the traffic volume of furniture hypermarkets, which mainly lock in the rigid demand for homes, has been significantly reduced in recent years. The business of the store is getting more and more bleak. On the contrary, the store located in the shopping center can attract some customers who are hanging out. As consumer demand and purchase channels are changing, furniture companies must transform in time.
Due to the lack of optimism in the furniture market and the capital market, the Shangpin home delivery plan has been postponed. However, Fu Jianping said that although it is not listed for the time being, but because of the custom-made form of furniture, and the combination of offline and online marketing methods, the sales in the first half of this year will remain 70%~80%. Growth, as long as the innovation in marketing methods, can still drive performance growth.
Chen Jiang, deputy chairman of Meikemeijia, said in an interview with this reporter yesterday that the market demand for furniture companies is getting higher and higher. The furniture companies that manufacture or sell are only under increasing pressure to survive, but integrate manufacturing, brand and channel. Enterprises are relatively more competitive. These companies are mainly independent store sales channels, so they are not affected by the cold sales of traditional channels such as furniture stores. Sales in the first half of this year can still maintain growth.
Wang Ke, president of the Guangdong Furniture Association, said at the Guangdong Provincial Furniture Industry Economic Work Conference that the period of rapid development of China's furniture industry has passed, and the transformation and upgrading of the industry is imminent. The reform and innovation of enterprises is the way to survive.
the reason
The problems exposed by the traditional furniture industry are mainly due to the high dependence on materials, the unreasonable structural transformation, and the lack of innovation awareness. These problems have profoundly affected and restricted the development of the traditional furniture industry.
Materialism makes it out of touch with the public
In the development process of traditional furniture culture, huanghuali, red sandalwood, red rosewood and other materials have been used. The literati of the Ming Dynasty appreciated the Huanghuali furniture, because its “layered and stacked†texture embodies the literati's pursuit of nature and poetic life. Beginning in the middle of the Qing Dynasty, mahogany became popular as a substitute for rosewood. Nowadays, mahogany has become the official name of traditional furniture. In addition to function, mahogany furniture has become a status symbol.
“Material theory confuses the concept of mahogany and traditional furniture, neglects the structure, craftsmanship and cultural value of traditional furniture, artificially devalues ​​the simple and natural folk crafts of daily life appliances, cuts off the characteristics of regional furniture materials, and has complicated aesthetic inclinations. Liu Zongyue, a famous Japanese folk art theorist, believes that "only from the world of folk art can we find the beauty of nature, health and simplicity." The mahogany furniture reflects a certain social phenomenon, if the explanatory furniture It represents the elegant and literary culture, and the mahogany furniture reflects the pursuit of colorful and secular culture. As a result, only a few people can consume it. The market is getting smaller and smaller, and it is slowly out of touch with the masses of consumers. .
The development of the traditional furniture industry has formed the so-called "material dependence", which restricts people's subjective choices. Material traders play a pivotal role in them, and materials have become the "bottleneck" that restricts the further development of the industry. With the constraints of resources and the increasing awareness of environmental protection, the core of traditional furniture competition is not necessarily limited to the material itself, but should pay more attention to design and craftsmanship in order to make the best use of materials and materials.
Simplified structure leads to low quality
In order to adapt to modern industrial production, production companies have generally modified the structure of traditional furniture. Some of these transformations have been successful, improving production efficiency while ensuring strength; the rationality of some modifications is open to question and takes time to test. Due to the massive advancement of such technological transformations, the traditional elements of the furniture culture have been weakened, resulting in the appearance of low quality products.
Take the traditional shoulder-shoulder transformation as an example. The shoulder-shoulder is a common squat structure of the waist in traditional furniture. It is the part below the waist of the leg, cuts the 45-degree oblique shoulder corresponding to the toothed rod, and cuts the triangle. Blinking, snapping with the tongue of the toothed triangle. The slant shoulders are also provided with a "hanging pin" which is small and large and has a trapezoidal cross section, and cooperates with the notch opened on the back of the toothed strip. In this way, the weight and load-bearing of the panel itself are dispersed on the waist and the dental plate, and are transmitted to the legs and legs through the shoulders. The use of the hanging pin limits the movement of the member in the horizontal direction, thereby integrating the tooth strip and the leg.
Traditionally, multiple milling operations are required on the legs and feet, and the datum is not easy to determine. Therefore, in modern production, the original three-dimensional structure of the shoulders is often changed, and the teeth are grooved on the teeth and the legs, and the wedges and the legs are fixed by the wedges; some even separate the joints of the legs and the top surface, and are used in large quantities. Planting, relying on the adhesive to connect the panel and the waist. “These methods save the material of the leg and foot parts, and the manufacturing process is simple, but mainly relies on the action of the adhesive, and loses the advantages of the three-dimensional connection of the traditional enamel structure. After the squeegee is folded, the tension is not tightened left and right. After the adhesive fails, the dental plate is easy to open and not easy to repair. This is a problem that is very difficult for consumers.†Liu Zongyue does not agree with the current practice. “The technician is the most important, the structure is simplified, but the quality is guaranteed. â€
Conceptual restraint leads to big debate on innovation
In the spread of cultural symbols, as people's love and pursuit of Chinese culture gradually warmed up, the structure of æ¦«å¯ was widely used as a hidden symbol of Chinese culture. The application in design is not only for structure, but also for cultural resonance. However, there have always been different views on the innovation of traditional furniture. Some people think that the transformation of traditional furniture can not change its structure, can not use modern connectors; some people think that the internal structure of traditional furniture can be changed during the transformation process, but to maintain the appearance of the shape.
In the process of forming traditional furniture, “change†is the theme, which is constantly evolving and evolving in a gradual form. Due to the subdivision according to different markets, the structure of traditional furniture can be rationally modified.
“But the transformation must first follow the tradition and use the ancient method to continue the old value.†Some consumers hope that the traditional furniture can inherit the traditional shapes and crafts, so this production method is not for the purpose of production, suitable for production. High-end furniture such as red rosewood, red sandalwood, and huanghuali, for the "woodphile" collection of mahogany.
In modern society, people want their own items to have their own personality and characteristics. The custom-made characteristics of traditional furniture are in line with this demand. Manual customization can be tailored to the needs of customers in small batches and varieties, creating products of different styles and sizes.
Traditional furniture is a traditional industry. Under the new historical conditions, it is necessary to transform the mahogany furniture industry through technological innovation, mass production of antique furniture, and the development of new structures and special technical equipment for mahogany furniture to enhance industrial competitiveness. Drawing on the sturdy structure and styling characteristics of traditional furniture, using modern materials, innovative modern furniture with distinctive features and differentiation.
With the rapid development of emerging markets, China's furniture industry is developing very well. The Dongguan Furniture Association said that it will actively seek out the cooperation partners of raw materials through the “Into South America†series of activities, and at the same time find dealers as independent brands in the furniture industry. Develop new markets.
Transformation
For traditional furniture manufacturers, they are currently facing six survival pressures: labor shortage, salary increase, RMB appreciation, raw material price increase, product homogenization and marketing model aging, which makes corporate profits thinner and industry development blocked. . Therefore, the whole industry is advocating "transformation and upgrading." However, for those companies that are unprepared, the transition may be a catalyst for their rapid closure. And on the basis of the existing ones to do a certain transformation of resource relations, it is the choice of many enterprises to get rid of difficulties as soon as possible. Furniture companies should re-examine the relationship between various resources inside and outside the enterprise, and make necessary changes to the original operating system in order to embark on the road of transformation and upgrading.
Transforming “raw material supply relationships†into “market alliance relationshipsâ€
At present, most of the raw material suppliers and enterprises are still the shallow supply and demand relationship of “there is a need for the enterprise, and I have a supplyâ€. There is a drawback of bargaining and reducing each other’s profits. The cooperation of “can†is the cooperation to reduce market competitiveness. "If the supply and demand sides form a coalition of projects, according to the needs of the market, set a common profit target, they can turn the original mutual 'de-energy' into mutual 'energy', and the two sides of 'bargaining' become ' "Market value-added profits" market common pioneers." Song Hai, manager of the warehouse marketing department suggested.
Transforming the "labor-employment (employment) employment relationship" into "the same boat and mutual aid relationship"
The traditional "labor (employment) employment relationship" reflects a pure material exchange relationship. The improvement of corporate efficiency depends entirely on the incentives provided by the employer to the labor, so it is difficult to control the quality of products and market benefits.
With the improvement of the quality and awareness of workers in recent years (80, 90, and more strongly pursue independence, self-reliance, innovation), the original distribution method can no longer meet the market demand. Enterprises can organize the team from the perspective of “projectsâ€, so that every member of the project team becomes an investor in the project. The compensation income is changed from the original approved (fixed) salary to the full benefit dividend, which makes the employer and the employee become one. A kind of cooperative relationship of "same boat together". "This is to truly turn manpower into a resource, and the company will eventually get more returns." Song Hai has also insisted on this concept. Transform "control, command management style" into "guided, communication-based enlightenment." The traditional "control, command-based" management method is a kind of supervision and restraint management, which is not conducive to the subordinate's initiative and innovation, and even causes the other party to produce rebellious psychology and slack behavior. The "guided, communicative" management method allows subordinates to exert their own ingenuity in a certain scope of work, so that the ideas of the people will be brought together, which will be more conducive to the development of the enterprise.
Transforming “functional division of labor partnerships†into “valued team self-help relationshipsâ€
Nowadays, there are many enterprises in the phenomenon of “respectively ruling†and “only respecting meâ€. Excluding some leaders’ leadership and quality reasons, it is mainly because the organizational division of labor is divided according to the “functional systemâ€. This is at the source. There is the independence and self-expression of "functions", which inevitably allows departments to occupy more resources from their own perspectives and cover up their own deficiencies as much as possible. If the company divides the functions from the “value target†and allows all departmental performance to be based on the core value creation, creating a “value†team and transforming the functional division of labor into a self-service relationship will definitely eliminate Internal consumption behavior in the enterprise.
Transforming “production brand†into “commercial brand in the field of market circulationâ€
Any brand can only truly achieve the promotion and qualitative change of the brand connotation when it enters the commercial circulation field. The truly high value-added brands are all “commercial brandsâ€. The brand that stays in the manufacturing process, that is, doing “branding†and “finishing†for other brands, can only earn low processing fees. Most brands in the furniture industry still rely on the power of big stores, big distributors, or “branded†production, and have not realized the commercial operation of the brand.
From "traditional low-energy operation technology" to "modern and efficient information technology"
At present, the manufacturing, data analysis, market research, and marketing channels of the furniture industry still remain in the traditional low-energy technology stage of manual or semi-automatic operation, which inevitably leads to cost increase, information asymmetry, and market responsiveness. Only by making full use of modern information technology, such as the intelligence of equipment, can we reduce costs, make data analysis accurate, market research timeliness, and diversify marketing channels, so that the traditional industry of furniture can be highly efficient. The "six survival pressures".
Of course, the resource relationship between the internal and external enterprises is diverse and complex, but it is always necessary to grasp the key elements of the key factors and analyze their current strengths and weaknesses.
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