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Three-terrain linkage to shape the furniture brand of Hebei Province, the furniture industry in Hebei Province needs to accelerate integration
The 2012 Shijiazhuang International Furniture and Woodworking Machinery Expo was grandly opened on August 2, 2012, and ended on August 4. Nearly one hundred furniture companies came to the exhibition, and the transaction volume reached nearly RMB 100 million, which fully demonstrated the strong demand for furniture in Hebei Province, even if the current economic environment is not very good.
However, experts pointed out that compared with the furniture industry clusters in Sichuan, Guangdong, Jiangsu and Zhejiang, the scale of furniture industry in Hebei Province is still small, there are few large enterprises, low-end products, low added value of products, and the need to further accelerate the integration of industry resources.
The situation is grim, the gap is not small
Insiders pointed out that the situation facing the domestic furniture industry this year is more complicated. “External factors are mainly the continuous regulation of the real estate market, the shortage of structural employment, rising labor costs, rising raw material prices and trade barriers hindering the export of domestic furniture products; the industry’s own factors are the lack of professional talents and the lack of independent innovation capabilities.†At the 2nd Expo Bohai Furniture Industry Summit Forum, Wu Guodong, deputy secretary-general of the China Furniture Association, said that in recent years, with the continuous growth of domestic and international market demand, enterprises are too optimistic about the demand situation, and the furniture industry in some areas is extremely inflated, resulting in The production capacity of middle and low-end furniture is excessive, and the major stores compete with each other for sales, thus affecting the overall profit of the industry.
At present, there are more than 5,000 furniture manufacturers in Hebei Province. In 2011, the total output value reached more than 50 billion yuan, and the growth rate has remained above 20% for many years. However, the furniture enterprises in Hebei Province are characterized by scattered, chaotic, small and weak, with few large enterprises, few high-end products and low added value of products. Experts believe that "compared with the furniture industry outside the province, Hebei furniture industry has obvious shortcomings in terms of pioneering awareness, brand cultivation, enterprise management, marketing and so on."
Linking the three places to shape the “冀派†furniture brand
The three furniture industry bases of Xianghe , Shengfang and Zhengding in Hebei Province are well-known throughout the country. The annual sales of Xianghe Furniture reached 38 billion yuan, and the annual output value of Shengfang and Zhengding Furniture was 21 billion yuan and 10 billion yuan respectively. In addition, the antique furniture of Ayutthaya, the solid wood furniture of Tangshan and Zhangzhou also have a high reputation. However, due to the long-term “separate battles†between the production bases, the brand competitiveness of the furniture industry in our province is difficult to improve.
“If the Xianghe, Shengfang and Zhengding 3 bases can be linked to development, it will promote and promote the rapid transformation and upgrading of the province's furniture industry.†Li Fengqi, chairman of the Provincial Furniture Association, said that in recent years, the “exhibition of trade integration†model has been Many furniture industry bases are highly respected. This model is unanimously recognized by the industry and local governments as the thrust of regional industrial transformation and upgrading, and the convergence of regional economic transformation. “Currently, Xianghe, Zhengding and Shengfang in our province are all operating the 'base + exhibition' exhibition and trade mode, but the connection, the borrowing and the integration of the three places are not enough, and there is no “big circulation†exhibition trade linked by the three places. Open thinking with cooperation." Li Fengqi said.
According to reports, Xianghe is the largest distribution center for furniture circulation in northern China. In addition to the local market, it also radiates domestic Beijing, Tianjin, Tang and Northeast Asia. The furniture city exhibition hall covers an area of ​​3.8 million square meters and has the “Northern Furniture Trade Capitalâ€. Shengfang; Shengfang is one of the six major furniture manufacturing bases in China. Its production and sales account for 70% of the total furniture in the country, of which 60% is exported; it has more than 1,600 furniture manufacturing enterprises, and the furniture industry chain is perfect. The market for raw materials such as paint decoration materials and hardware accessories is mature, and it is the largest production base for panel furniture in the Bohai Rim region.
“The linkage of the three places is conducive to strengthening the furniture brand and broadening the consumer market.†Li Wanqing, deputy director of the Xianghe Furniture City Management Committee, believes that the three bases of Xianghe, Shengfang and Zhengding cover 20% of the consumers in the country. Once the linkage development is realized, it will greatly Enhance the brand influence and appeal of “冀派†furniture in the same industry across the country.
Improve internal strength and enhance enterprise internal motivation
“The scale of furniture enterprises in our province is generally too small. How to focus on the difficulties in the predicament, we should first find the right direction.†A vice president of Hebei Bluebird Furniture Co., Ltd. believes that in the economic downturn and the market shrinking, the enterprises in the province In the meantime, we should avoid single-handedness, practice internal strength, and develop the group. Only by forming our own distinctive brand can we fight against the siege.
Li Fengqi said that all enterprises should strengthen cooperation and communication so that all resources can be rationally allocated, not only to develop on their own, but also to promote the common development of the entire industry, and to form a strong industrial chain through cooperation among enterprises, thereby driving the whole province as a whole. economic development. “In the next step, we will strengthen the interaction between furniture companies, enterprises and shopping malls, and promote the “冀派†furniture brands to be concentrated in the provinces and large supermarkets across the country. At the same time, through the exhibition trade activities, life, concept, brand The market positioning of the market guides the furniture brands to lead the terminal life and consumption."
Experts said that the current anti-risk ability of the furniture industry in the province is weak. Many enterprises have long relied on "sparrow war" and "guerrilla warfare" to survive. They cannot compete with powerful enterprises in "regular warfare". The government should increase policy support and use the ring. The development of Bohai area has risen to the opportunity of national strategy, to create a specialized production base in Hebei Province, to promote the formation of a complete industrial structure, and to improve the endogenous power of furniture enterprises.