Facing the market wave is not afraid of competitive pressure
From 2001 to 2016, it was the fifteen years of Guangdong furniture gathering in Hong Kong and Taiwan, and laughing at "three points in the world, with one of them". It was also the fifteenth encounter with the impact of industrial clusters in Jiangsu, Zhejiang and Sichuan, accelerating design originality and welcoming the Internet revolution. year.
Wang Ke, president of the Guangdong Furniture Association, recalled that around 2000, a large number of Hong Kong-funded and Taiwan-funded furniture companies flocked to Guangdong, bringing another take-off of furniture manufacturing in the province. In 2001, the industry entered a stage of adjustment, and this period was precisely the period of development of overseas furniture companies in China, especially Guangdong. From 2004 to 2007, with the superposition of the post-80s decoration demand, the furniture industry ushered in a new round of high-speed growth. The demand for plate furniture and blowouts and custom furniture have sprung up. The industry's production and sales volume has increased by more than 20% per year. However, in 2008, the financial crisis suddenly struck, causing furniture companies to cut production sharply: 90% of Taiwan-funded enterprises closed production capacity by 30% to 50%, and about 70% of domestic sales enterprises closed production capacity by about 30%. In the same year, there were 31 in Guangdong Province. Mid-sized furniture companies closed down and relocated. Under the situation that the overall growth rate of the industry has slowed down, between 2008 and 2010, the competent departments and associations have maintained the status of “the first place in Guangdong†in the furniture industry in Guangdong Province by launching technological transformation of enterprises and exploring domestic sales. In 2010, Guangdong has more than 8,000 furniture enterprises, with more than 400 large and super large furniture enterprises such as Taisheng, Meishi, Yihua, Guangrun, Dynasty, and the Federation; the annual output value is 245 billion yuan, accounting for 30% of the total national furniture output value. %, exports 13.53 billion US dollars, accounting for 40% of the country.
Since 2010, the Internet trend has brought pain and new territory to the furniture industry. From 2010 to 2015, more than 80% of Guangdong furniture brands such as the Federal, Imperial, Zhihuashi, Shangpin, and Suibao have kept pace with the times. Online channels, opening official flagship stores in Taobao, Tmall, and Jingdong, and more organizations such as furniture e-commerce alliances have been established to optimize the furniture e-commerce market to meet the needs of new mainstream consumer groups for furniture products, design, price, and environmental protection. Azimuth demand. Despite the difficulties of rising raw materials and trade barriers, Guangdong Furniture has always occupied the top position in the furniture industry in the past few years.
In 2015, Guangdong furniture industry sales of 382 billion yuan, an increase of 6%, exports 20.7 billion US dollars, an increase of 5.6%, has been the country's first throne for 17 consecutive years. Wang Ke pointed out that the furniture industry is still an environmentally friendly evergreen industry.
Many initiatives encourage original design to create an innovative atmosphere
Hong Kong studies Europe, Guangdong studies Hong Kong, and mainland China studies." Design has always been the lifeline of furniture manufacturing. In 2001, Guangdong furniture industry was still in the stage of long-term neglect of original design, copying and copying, in Milan, high points, Cologne, etc. At the International Furniture Fair, Chinese companies are full of new sneak shots. From 2004 to 2010, the original awareness and design team of Guangdong furniture companies are gradually strengthening and building, but they are still far from the foreign furniture companies such as Denmark and Germany.
"Therefore, our province began to accelerate the cultivation of original design strength in 2005." According to Wang Ke, in 2005, the Guangdong Provincial Department of Human and Social Affairs first classified the "furniture designer" into the national title evaluation system, which was divided into three levels: assistant furniture designer, furniture designer and senior furniture designer. Exams and reviews. In the past 10 years, there have been thousands of professionals in Guangdong Province who have obtained the title of furniture designer. Through many efforts, the proportion of furniture original design products in Guangdong Province has increased by 10% for three consecutive years from 2010 to 2013, and has reached 30% in 2013, leading the country and close to the European and American levels. "The market is forcing the industry to upgrade its innovative design capabilities," Wang said. "This proportion is even close to the level of developed countries in Europe and America, which means that the Guangdong furniture industry has entered the stage of rapid development of new products."
Since 2007, in order to promote the original design of furniture in Guangdong Province and cultivate the reserve talents of furniture design, Guangdong Province holds "Province Cup", "Holly Cup", "Hongguxuan Cup" and "Jianwei Cup" every year. A national design competition for mahogany furniture, panel furniture and office furniture, and held the "Guangzhou Home Design Exhibition" at the Guangzhou Furniture Fair in 2011, attracting more than 4,000 students from nearly 100 schools across the country and from overseas universities. The participation of students has made the faculty and talent pool of Guangdong furniture design at the forefront of the country.
Since 2010, a number of original furniture brands such as Styroland, Zuo, Kefan and so on have won the first prize of the international industrial design "red dot award", and the original design ability of Guangdong local furniture enterprises has been recognized by the world. In 2016, at the three major furniture fairs in Guangzhou, Shenzhen and Dongguan, Guangdong furniture companies launched the concept of the most advanced "smart + design", introducing VR virtual reality technology into the design of furniture scenes. According to industry analysts, after Guangdong furniture experienced plagiarism and follow-up, independent design has become the new normal, and has become the final weight of the first-line brand comprehensive strength contest. In the future, the new design concept of furniture with both design and intelligent design will lead the development of Chinese furniture.
For door and window enterprises, it is also necessary to face various crises in the market wave. Drawing valuable experience from the flourishing development of Guangdong furniture industry will help door and window enterprises to cope more calmly when encountering challenges. For the original brand of doors and windows in the "seedling period", homogenization and cottage problems are also urgently needed to be solved. The problem of copying and copying doors and windows products requires legal norms and industry self-discipline. Only a number of measures encourage original design and create an innovative atmosphere to promote the door and window industry. Healthy and orderly development.
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