"The biggest problem of China's economy is the growth mode and structure. During the 12th Five-Year Plan period, it is necessary to fundamentally change the economic growth mode and make strategic adjustments to the entire economic structure." Yao Jingyuan, Chief Economist, National Bureau of Statistics Told reporters at the annual meeting. With the "12th Five-Year" countries' efforts to promote the transformation of economic growth mode, the economic strategy has been adjusted from export-led to domestic demand-led. Hou Kepeng, secretary general of Shenzhen Furniture Association, predicts that the furniture industry is also ushering in the best opportunity for transformation. In the next five years, its market output growth is expected to exceed that of the automobile industry and become China's largest industry.

Cao Hongfu, vice chairman of the China Brand Planning Alliance and director of the Furniture Committee, said in an interview with reporters that the Chinese furniture industry has experienced an infancy and early growth in the past 30 years, and is now in the middle of growth. It will not be true until 2015. Entering a period of growth and maturity.

According to incomplete statistics, the total retail consumption of the whole society in 2009 increased by 15.5% over the previous year. The furniture industry exceeded the growth of construction, decorative materials and automobiles by 35.5%. In the first three quarters of 2010, total social retail consumption increased by 18.3%, of which the furniture industry contributed 38.4%, the fastest growing industry.

The reporter learned from the Shenzhen Furniture Association that China's furniture production capacity has accounted for 25% of the world's total, making it the first furniture manufacturing country with a veritable name. In 1978, which had just been reformed and opened up, China's furniture had a market of 1.3 billion yuan, and now the total has reached more than 700 billion yuan. According to the average growth rate of 22.2% in the past three decades, by 2015, this industry will reach a total output value of 2.43 trillion yuan.

China's furniture industry is mainly distributed in the Pearl River Delta, Yangtze River Delta, Bohai Rim and Sichuan Province. According to Hou Kepeng, Guangdong accounts for 50% of China's furniture industry's total production capacity, Zhejiang 15%, Bohai Rim 8% ~ 10%, Northeast China less than 15%, and Sichuan nearly 10%. These areas are mainly formed by the natural agglomeration of furniture industry chain, mostly in extensive production and operation, the industrial aggregation process is low, resulting in the industry chain upstream and downstream links are not tight, increasing the cost of the entire furniture industry. For example, Shenzhen is a furniture manufacturing center, but not a logistics center. Distribution can only go to Shekou, and raw materials must go to Dongguan.

"This extensive production model has resulted in the entire industry not forming a consumer brand at this stage, and the international competitiveness is weak. Although China ’s woodworking technology has historically been in a leading position in the world, after decades of reform and opening up, it has become the world ’s leading The first furniture manufacturing country, but still not very competitive in the world furniture industry. "Xu Shaolun, general manager of Shandong Feixian Jinhui Furniture Factory, told reporters that the so-called consumer brand is a brand rooted in the minds of consumers. When it comes to air-conditioning consumers, they think of Gree. When it comes to refrigerators, Haier is the first choice, but when it comes to the furniture industry, I am afraid that it is difficult for consumers to say a brand.
Tang Min, executive deputy director of the Youcheng Entrepreneurs Poverty Alleviation Foundation, told reporters that if China ’s economy has “crossed the river by feeling the stones” for more than 30 years of reform and opening up, then it will enter the “deep water zone” during the 12th Five-Year .

Natural agglomeration turns to effective agglomeration

Industry insiders predict that the CBD model of the furniture industry will become an effective development model for the transformation and upgrading of the furniture industry . This is an industry-focused development model that integrates manufacturing, commerce, logistics, and park society into one, and has an effective agglomeration effect. Hou Kepeng believes that the past agglomeration of the furniture industry was formed naturally, and the “Twelfth Five-Year Plan” can take advantage of the opportunity of orderly transfer of industries from the eastern coast to the Midwest to develop a CBD model of effective agglomeration.

It is understood that in the furniture CBD, enterprises can solve the problems of wholesale, retail, and product display without building an exhibition hall. Semi-finished products or raw materials can be skipped from storage and placed directly in the procurement logistics part. When needed, the procurement logistics supplier will send it to the production workshop. Industrial manufacturing, commerce, and the park community each have their own main axis.

"In the CBD, future manufacturing bases will no longer allow all factories to build warehouses and living facilities as before. Warehouses and living facilities are concentrated in the park, avoiding repeated construction by different enterprises and maximizing the use of Venue. "Hou Kepeng said in an interview with reporters that, like the Kunming Furniture Industrial Park being planned, 80,000 people will be staying in the future, and there will be 144,000 people in Wuhan Hanchuan Furniture Park in the future.

It is understood that Hebei Xianghe Asia-Pacific International Furniture Material City and Wuhan China Furniture CBD, which want to build the largest one-stop trading service platform for furniture raw and auxiliary materials in China and even the Asia-Pacific region, opened one after another in 2009, which was the CBD during the "12th Five-Year Plan" "Home furnishing sales, production, research and development, service" in one, forming a model of integrated production and marketing set a precedent.

E-commerce helps develop domestic demand market

"China's furniture exports accounted for about 22% of the world's total, of which the US and EU markets accounted for more than 75% of China's furniture exports. For a long time, China's furniture industry relied on exports, resulting in many reliance on export Small and medium-sized furniture enterprises with weak strength come to an end. "Xu Shaolun told reporters that as the" Twelfth Five-Year "countries adjust their economic strategy from export-led to domestic demand-led, and vigorously promote the development of domestic trade, the furniture industry should adjust quickly Strategy, while focusing on the development of "exports" and "domestic demand", it is necessary to increase the development of the domestic market.

The traditional domestic furniture marketing model is to use independent stores, national large chains, local chains, large supermarkets and other channels for sales.

Relying on e-commerce, the furniture industry has obtained a new effective marketing model, which meets the furniture needs of a large number of young people. "Group buying network is a new domestic e-commerce model in the past two years. After moving home to sell online, it has received good feedback. For example, Qumei Home was killed by 13,000 sets in 40 days through online group buying, with a total value of more than 100 million yuan." China Wang Rulin, deputy director of the Mobile Commerce Expert Advisory Committee of the E-Commerce Association and a professor at Beijing Jiaotong University, said in an interview with reporters that furniture is sold online so that consumers can add furniture to their houses without leaving home.

"E-commerce represents the maximum utilization of limited resources by modern technology to meet the needs of consumers to the greatest extent. With the development of the Internet of Things, mobile payment and cloud computing, consumers will use resources in the future will be more concise and convenient." Wang Rulin To reporters, relying on e-commerce industry in the future furniture industry will usher in greater opportunities for transformation and upgrading.

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