"Guangdong and Sichuan are two very important forces in the domestic furniture industry. Traditionally, Guangdong furniture companies mainly export and the first- and second-tier markets, while Sichuan furniture companies mainly take the third- and fourth-tier markets, but now both are penetrating each other. Market, "said Li Hongfan, president of China Wood International.
indeed so. Wei Bin, director of the Sichuan Quanyou Furniture President Office, which has the largest sales volume in China, told reporters that Quanyou is currently planning to build a high-end brand to enter the first and second markets. "Our goal is to cover all of the 1, 2, 3 and 4 networks."

While many enterprises in Guangdong are exporting to domestic sales, they are also penetrating into the third and fourth tier markets. "About 10% of our products are now exported, and 90% of our products are sold domestically. In the future, we will definitely enter the next-level market," said Wang Xihua, executive vice president of Royal Furniture.

Domestic market

Contrary to most people's feelings, the furniture industry achieved the best profit in history in 2009. According to Jia Qingwen, Chairman of the Furniture Association: "According to the statistics of the National Bureau of Statistics, from January to November last year, the main business income of furniture companies above designated size increased by 11.7%, but the total profit increased by 28.9%, indicating that our furniture company Profit is still the best year. "

However, more profits have obviously come from the domestic market.

"Now the export ratio of the furniture industry is about 30%, and this proportion is still declining." Jia Qingwen told reporters. This trend was particularly evident in 2009. In 2009, the export of the furniture industry was negative for 11 consecutive months, and began to turn positive in December; the annual export of furniture was 25.956 billion US dollars, a year-on-year decrease of 6%.

Under this situation, the domestic market has become the only choice. "It must be turned into domestic sales, and there is no way out without turning." On May 5, Luo Langui, Marketing Director of Yangchen Furniture in Dongguan, Guangdong told reporters, "Now we are close to half of our overall sales." Previously, Yangchen Furniture Has been doing OEM for American Yali, and 90% of its products are exported.

According to Luo's introduction, Yangchen Furniture's switch to China is still based on the strategy of small profits but quick turnover. This year it plans to achieve domestic sales of 250 million to 300 million. According to people in the furniture industry, the profit of domestic sales is much greater than that of foreign sales. "The profit of orders for 500 million yuan for export is often not as good as the order of 50 million for domestic." Therefore, Luo Langui said that the company's current development strategy is "the export will follow its lead Naturally, focus on domestic sales now. "

Hierarchical scuffle

As a result of the shift in foreign trade companies, competition in the domestic market began to escalate.

Quanyou Furniture, which has the largest domestic sales volume, said that it will cover the entire domestic network of Classes 1, 2, 3, and 4 in the future, which will increase sales by 30%. "We want to enter the primary and secondary markets, we must start from the market, supply and enterprise energy and other aspects. For example, the houses in the primary and secondary markets are generally smaller than the third and fourth levels, so we must reconsider the design and other aspects. "Wei Bin revealed to reporters that not only that, in addition to changing the design, in order to penetrate the first and second markets, Quanyou will also launch a high-end brand to distinguish Quanyou's popular brand image." "Our goal is to build a world-class furniture company."

Facing the aggressiveness of Sichuan enterprises, Guangdong furniture industry will obviously not shrink back. It is understood that at present, due to the expected impact of RMB appreciation, export furniture companies are very cautious when making export orders. "Don't dare to make the list longer, otherwise there will be no profit as soon as the RMB appreciates. I understand that many companies are now talking about the list at most." A Dongguan furniture industry person told reporters.

"We are currently exporting engineering orders every month, and the amount is not large. While working hard on domestic sales, we are gradually doing activities in Anhui, Henan, Jiangxi and Hunan in the central part to increase sales. The high-level market is still mainly in developed areas around Jiangsu and Zhejiang. "Wang Xihua also told reporters that, affected by the real estate regulation and control policies, the sales of various furniture companies are still increasing.

It seems that a fierce battle in the furniture industry is inevitable.


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