The furniture dilemma lies in the new opportunities brought by the urbanization of pricing power

On November 17, at the Guangdong Modern International Exhibition Center in Houjie, Houjie, who participated in the 2010 Annual Meeting of the New Leaders of China's Furniture Industry and the Third China Furniture Industry (Dongguan) Summit Forum, urbanization will bring furniture to the furniture market There is a lot of space.

Yesterday's forum, on the furniture industry in the transition period, how to find new power, the furniture industry manufacturing companies, stores, dealers, associations, etc. expressed their views. The general view is that the future is an era of focusing on quality. Without quality, it is impossible to become a brand. Therefore, furniture companies must improve their internal skills, do a good job in management, products, and culture to form a brand effect. At the same time, they believe that with the acceleration of the urban process, China's furniture industry market share will have a lot of room for growth in the future.

Of course, people in the furniture industry also said that both domestic and foreign markets should be taken into consideration, and that domestic sales should be developed rationally and not blindly competed.

The forum was hosted by the Municipal Bureau of Economics and Information Technology, the Houjie Town Government, and hosted by the Famous Furniture Club and the Hong Kong Furniture Association.

Lang's golden sentence

Only the non-manufacturing link has the pricing power

What is the source of the plight of the furniture industry? "The real dilemma is not simply a rise in costs. It is because we have no control over the pricing power of furniture." At the annual meeting of the new leader of the Chinese furniture industry yesterday, Professor Lang Xianping, a well-known economist and the Chinese University of Hong Kong, surprised four.

Lang Xianping believes that all difficulties in the manufacturing industry, including the furniture industry, lie in the Western countries led by the United States. The industry chain is the second and manufacturing is placed in China. Other non-manufacturing links include product design, raw material procurement, warehousing and transportation, Order processing, wholesale, retail and other links are all placed in Europe and America. The fact is, whoever controls the non-manufacturing links will control the pricing power.

Opinion PK

The tertiary market drives the furniture market to increase

"Furniture consumption in the tertiary market will reach 20% next year!" Red Star Macalline CEO Che Jianxin took over the microphone and couldn't wait to show his point.

The basis of Che Jianxin is that a report by an authoritative consulting company in Boston, the United States, shows that in the next ten years, China will become the second largest consumer market in the world and will surpass Japan. Therefore, China's consumption will double. In the first half of this year, China's total consumer goods increased by 18.3% from last year to 15.5% last year. Che Jianxin believes that the furniture industry market is still increasing.

Che Jianxin said, "(Furniture market in 2011) I think it will definitely increase, at least by 5-10%. But there are structural adjustments, such as household appliances, the market of third-tier small cities may be relatively large, because House prices are still relatively low. People do not have restrictions on buying a house. The tertiary market is the next big increase. The increase will reach 20% in 2011. Now, European and American furniture has targeted the tertiary market! "

Excessive enthusiasm makes the furniture industry not big

However, Xu Guofang, chairman of Dongguan Model Furniture Co., Ltd., who is famous for his bluntness, is not so optimistic.

Xu Guofang believes that although the furniture market is relatively large, the reproducibility of purchasing power is very poor, so the furniture industry is unlikely to do much. "The current investment in the furniture industry is overheating, and a large amount of capital is invested blindly, including capital from other industries and international capital, and if excessive enthusiasm continues, it may cause disaster to the industry!" Xu Guofang emphasized that the result of over-investment caused the enterprise to sell at random. Promotional price wars create vicious competition.

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