The exchange rate of RMB against the US dollar is falling back

In April this year, the central parity rate of the RMB against the US dollar officially entered the “6.5 era”, and Chinese furniture exports encountered unprecedented difficulties. Domestic trade protectionism in Europe and the United States has risen. The US Lacey Act and the Forest Certification FSC have emerged and are used as tools for creating trade barriers.

However, the prospects for China's furniture industry are still improving. The latest World Furniture Outlook 2011 released by the International Industrial Research Center in Milan, Italy, shows that China and Italy, Germany and Poland are still major exporters of furniture. In the domestic market, the total output value of China's furniture industry reached 870 billion yuan in 2010, and the furniture industry has become an important industry.

In the next five years, the Chinese furniture industry will realize the transformation from a large producing country to a strong producing country. In the process of this change, if we can make more efforts in design, improve the product level and increase the added value of the product, it will be a key to open the export and domestic sales dilemma and continue to grow. Domestic small and medium-sized housing is popular, and young consumers want to integrate their own home ideas into furniture design. This concept also reminds companies to extend from “manufacturing” to “manufacturing services” and to extend “furniture” to “home”. Consumers provide "whole home solutions." The current customization model has quietly led the transformation of the furniture industry chain.

The panel furniture enterprises, which account for nearly 50% of the total furniture output value, are facing the pressure of frequent increase in store rents. Whether they can grasp the development direction of green furniture and low carbon, and achieve industry changes, it is also receiving much attention. Li Junming, the general manager of Kunming Gangdu and the Standing Committee of the China Furniture Sellers Association, said that the loss rate of the new board furniture dealers around him has reached 70%. It’s no exaggeration to describe the survival of a panel furniture company with a lifeline.

RMB "breaking 6.5" added pressure

"The situation of China's furniture exports in the past two years has allowed me to make a decision that is conducive to the company's development. Now 30% of the production capacity has been transferred to Vietnam." Chen Qiaoping, vice president of Warren Furniture China, said that the remaining capacity Whether you want to transfer away from China, you have to continue to observe. Warren Furniture is the top 15 furniture supplier in the United States. It has been in the Chinese market for 13 years. Currently, it has representative offices in Dongguan and cooperative factories in cities such as Nanjing and Ningbo. In China, Warren Furniture increased its export value from US$3 million per year in 1998 to US$280 million in 2010. It is estimated that the export value will increase to US$320 million in 2011.

However, the rapid growth of exports has not allowed Warren furniture to sit back and relax. In recent years, the RMB exchange rate has risen, raw materials have been rising, and the labor force has become increasingly scarce. Chen Qiaoping is under pressure, and the pressure from the US headquarters has thrown Chen Qiaoping a longer-term problem. “The US headquarters asked me if China’s furniture exports have reached a relatively serious level. Do we need to develop new bases in other parts of Asia?”

The problems faced by Warren Furniture are also concerns of Chinese furniture exporters. Especially since 2011, the operating pressure has further intensified. In April this year, the RMB-dollar exchange rate officially entered the “6.5 era”, and Chinese furniture exports encountered unprecedented difficulties, not only in China, which is dedicated to the manufacture and procurement of furniture. The brand feels the pressure, and Chinese local furniture manufacturers are also unable to hold back.

"The surrounding furniture companies have closed down. We are all trying hard to find new growth points. But the markets in Europe and the United States are still recovering, and we are not willing to raise prices." An unnamed The person in charge of the Dongguan furniture company said.

Liu Hong, vice president of Gujiajiao, who has developed overseas products for ten years and focuses on software-based furniture, said that because there are contracts with the partners to sign exchange rate guarantees, the company’s export sales are guaranteed in the short term, without the imaginary impact. Big. However, in Liu Hong's view, the overseas market is a delicious cake. It takes a long time for Chinese companies to enjoy it with peace of mind. Gujiajiao has developed overseas market for ten years. In the first seven years, it has done OEM processing. On the road of independent brands three years ago, it now has more than 20 flagship stores in overseas markets, and is home to many world-famous chain building supermarkets such as Home Depot. Brands around the world compete on the same stage.

Liu Hong said that it is not difficult to enter the international chain hypermarket, but it has to face the competition of international famous brands with hundreds of years of brand, and the Chinese brand is only ten years. The precipitation of time is a very important part of the brand's gold content, and Chinese companies are still far away in this respect.