Dangerous and machine brand furniture enterprises

Since the 2008 outbreak of the financial crisis, China furniture export market remains in the doldrums, the EU has recently formally adopted the "regulation of wood and wood products and new environmental protection design instruction", further improve the Chinese wood products exports to the EU threshold, to an already precariousexport market one disaster after another. At the same time, the domestic marketsince 2011 by the real estate regulation effects become more lonely.

Under the "2011 be beset with troubles internally and externally, the furniture industry chain sales are down about three, supermarkets into business losses, losses this year, spread to five to six into." The personage inside course of study tells a reporter,this number is the industry consensus. Other statistics show, the entire industry 95%companies this year compared with the same period last year have dropped sharply,many enterprises decline even up to 30%~40%. In the domestic first furniture export Town -- Guangdong Dalingshan Town, more than three furniture enterprises in a loss of status, the closure of the phenomenon is still increasing.

"Since the furniture industry is experiencing the worst winter in 2008." Analyst Li Yinlin said, "China's furniture 50% to 60% dependent on exports, the first half of this year exports is not good, to the domestic real estate and suffered the impact of regulatory policy, the furniture industry profits decline is not surprising." In addition, in recentyears the price of raw materials and artificial rising, also on the furniture enterpriseprofit space pressure.

Affected by the global ecological environment protection, the introduction of limitedimpact cutting policy, wood production fell sharply in recent years, the abnormal changes of climate also decreased the overall rate of deforestation in the wood.China traditional timber imports to Southeast Asia area affected by the 2008 tsunamihas not completely subsided, timber exports still just passable, the price impact on China's imports of timber larger.

Another anonymous analysts pointed out that, with respect to the export batch, sale in domestic market is diversified and competitive. In addition, this year China's timber market supply is tight, so that the furniture industry rising costs, also have certain effect on sales.

And for those who are totally dependent on imports of raw materials of enterprises,the main pressure from labor costs. Director peak Nanyang Hushi brand center fromTianjin said: "our raw materials mainly come from Australia and Russia high-grade wood, few years prices have no obvious change, our main pressure from artificial,from last year to this year, labor costs rise at least 30%."

However, recently there have been news good news. Released in July 26th ChinaIndex Research Institute report shows, three weeks ago in July of this year, 10 representative city real estate turnover for 6500000 square meters. Compared with that in 2011, three weeks before the July growth was 63%, compared with 2010 and2008 increase over the same period in about 90%, although in 2009 than the same period of historic highs are still down 24%, but as the traditional off-season, the volume is still outstanding.

Therefore, Li Yinlin believes that the signs of the real estate regulation policy in Chinaat present and loose, now China's urbanization is not yet complete, some just needfor housing, so the future development of the existence of the furniture industryrebound may. He also said, "remove the advantage good policy, the rigid demand to improve the home environment is not affected by the regulation and control of real estate, and the two or three line of the city by the property market impact is relatively small, the furniture industry can be completely transferred to the two or three line of the City Sales center."

In addition, the Ministry of commerce is Beijing pilot implementation of the "new for old policy, housing construction accelerated will also bring a large number ofdomestic demand for the furniture industry.

Since ancient times, in troubled times -- a consideration, leaderless home industry isenterprise refluent and go up, turn overtaking skills. The so-called industry reshufflemay not be a nightmare, but rare opportunity. At the moment of adversity may is a great opportunity to build their brand.

In fact, many brands of furniture enterprises already in full swing to finalize the newstrategy.

Brand consciousness

All along, the Chinese furniture industry existed in Chinese manufacturing, no Chinese brand phenomenon, one of the most important reason is that many Chinesefurniture enterprises do not have a strong brand awareness. A considerable number of enterprises prefer to capital investment in plant, equipment, car, room and othertangible fixed assets, rather than capital invested in the furniture brand intangible assets is the creation, training, promotion. As a kind of intangible assets, brands of furniture really need long term investment and long term business accumulation.Good furniture brand enterprises is not only the "face", enhance corporate image,can enhance product value, enhance the overall market share of enterprise products.

In the twenty-eighth session of the international famous furniture (Dongguan)exhibition, the industry feel the aforementioned phenomena are improving.

In September 9th, the 5 days of the twenty-eighth session of the international famous furniture fair (Dongguan) exhibition of furniture materials and machinery, home accessories exhibition in Dongguan Houjie falls next heavy curtain. Reporter learnedfrom the exhibition organizers, the famous furniture exhibition in Taiwan and Hongkong more than 70 per cent of the well-known household brands, formed a brand heights. Product category rich, show the image quality, the formation of thefamous furniture fair strong cohesion. The participating enterprises have resorted to every means

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