However, when the financial tsunami that swept the world hit, all this changed: export orders fell sharply, market demand continued to shrink, and even Anxin Weiguang floor manager Lu Weiguang, who has a lot of forests in Brazil, began to worry about "bad market" . At this moment, when people once again focus their attention on the various roads of Chinese home furnishing companies going abroad, the answer they get may only be described by exclamation points, ellipses and question marks.
OEM abroad: exclamation mark (!)
In the development process of China's home furnishing industry for more than ten years, "OEM" can almost be summarized as the "going abroad" way of many home furnishing enterprises, and the simple "fishing money" way has made many enterprises rush. If it were n’t for the sudden financial “cold winter†in front of us, almost no one doubted the viability of such export-oriented export-oriented enterprises.
"Dongguan City, Guangdong is a gathering place for furniture companies, but according to incomplete statistics, in the first three quarters of last year alone , more than 2,000 furniture companies closed down and relocated in the region , and most of these companies are OEMs. OEM-oriented export enterprises. "Zhu Changling, vice chairman of the China Furniture Association, said that taking the road of OEM production, it is easy to lose yourself in original design, breed plagiarism, and eventually make the company lose its competitiveness.
Foshan, known for its ceramic industry, also has the same experience with Dongguan furniture companies. According to relevant statistics, from January to October last year, the number of ceramics exported from Foshan decreased by 8.7 percentage points compared with the same period last year . Especially in October , when exports were active in previous years , the export volume of Foshan ceramics fell by 10.2 % and the export value fell by 22.1 % It is rare in recent years. According to Ding Weidong, president of the China Building Sanitary Ceramics Association, the living environment of ceramic enterprises is very harsh, especially those export enterprises that mainly rely on OEM. "With fewer foreign orders, OEMs will immediately face survival problems."
"Of course, OEM exports are not useless. In the early stages of enterprise growth, in order to accumulate capital, it is desirable to use this method to obtain certain benefits in the short term." Zhu Changling lamented that companies need to be OEM if they want to establish a long-term position Study experience in China, build a brand, strengthen R & D, and constantly build core competitiveness.
Brand going abroad: ellipsis (...)
It is also the choice of many home furnishing companies to use their own brands to expand the international market. For them, sales are not the main factor, it is the key to starting their own brand. Even so, the foreign road of local brands is still very difficult, especially in the current export environment is not good, the future is still unknown.
The non-identical furniture started by exporting furniture is a typical example. According to its chairman Qiao Yinjun, the number of furniture exported to the United States this year has declined compared with last year, but it has not yet reached the point of loss. However, Qiao Yinjun did not have a pessimistic mood, because as early as two years ago, he thought that exporting alone was not a long-term plan, so he realized business transformation early, and in the advantageous channels such as the home and Red Star Macalline The retail terminal has been established here, and now domestic sales are far greater than exports.
Lu Weiguang, chairman of Anxin Floor , which has established a subsidiary in the United States three years ago and launched the " ARK " brand, and has more than 50 sales outlets, revealed in a home forum that exports to the United States, South Korea and other countries were also received last year. Impact, but it ’s not terrible for Anxin, because in the past year it was more about practicing internal strength. "In this year, we have prepared for the future through the transformation of informatization and strengthening internal management of enterprises."
Store abroad: question mark (?)Just as "bottom copying" became a popular buzzword in the property market, the home furnishing industry also played the trend of "bottom copying", and it played abroad as soon as it was played. In 2009 , in the list of "going abroad", people saw this identity for the first time: home stores. Many people exclaimed: "Reduced overseas demand and went abroad to open stores? Is your brain hot?"
The first to "go up against the trend" is the Jimei with the shape of a cow in the LOGO . "We have selected a piece of land in the 93rd district of Paris with a total area of 25,000 square meters. We are ready to take Chinese furniture, building materials and decorative products as a whole, and establish a long-term product display and sales platform." Although the real Year of the Ox The Spring Festival has not yet arrived, but the words of Jim Jiang, the president of Jimei Home Furnishing, make people feel that the "bullishness" is compelling. To win the land in Paris at a low price, why not let each booth be rented at a daily rent equivalent to only 30 to 40th of the mainstream store in Beijing. "
Xianghe Furniture City followed Xiangxiang abroad. According to Chen Gang, director of the Xianghe Furniture City Management Committee, Xianghe Furniture City has already secured a 20- year free site in Paris, France at a very low price , and is preparing to lead a group of merchants to open stores there and directly do general wholesale. .
A few years ago, people saw that more foreign companies came into China; a few years later, people suddenly discovered that a batch of Chinese companies such as Peugeot Furniture, Non-Uniform Furniture, Jimei Home Furnishing, etc. are vigorously preparing themselves in many forms and The way to rush to the international market, the international journey has become a must-eat for more and more Chinese companies. In this regard, Zhang Chuanxi, secretary general of the National Federation of Industry and Commerce Furniture Decoration Industry Association, pointed out that it is of course beneficial and harmless for enterprises to "go abroad", but they must focus on forging brands and strive to make an international reputation. For more furniture information , go to http://news.gojiaju.com/
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