Jia Qingwen, president of China Home Furnishing Industry Association: In 2009, despite the certain impact of the financial crisis, the pace of the furniture market has not stagnated. The financial crisis has caused labor costs and raw materials to decline to varying degrees, and exports have been blocked. However, the mistakes have brought huge opportunities for the furniture industry. Many brand companies have seized the opportunity to adjust their internal structure and develop beyond imagination. With the improvement of the national economic situation, the booming real estate and the expansion of the city center have brought new development opportunities to the furniture industry. According to industry analysts, with the intensified competition in the furniture market, the entire industry has gradually changed from the past profiteering industry to the low-profit industry. However, in the coming 2010 and even the future, the diversified development of the furniture industry will gradually form a general trend. At the end of 2009, Focus Home interviewed Jia Qingwen, president of the China Furniture Industry Association, to summarize the industry and look forward to the coming year. The furniture industry under the financial crisis is still growing: The overall Growth rate is 11.4%. President Jia Qingwen predicts that the total output value will reach more than 700 billion in 2010. [Moderator]: Can you briefly introduce what kind of enterprises above the industry size this year? Case? [Jia Qingwen]: The total output value of our enterprises above designated size is about 2,698 to 270 billion, an increase of 11.4% year-on-year. It accounts for more than 40% of the whole industry, so the whole industry reached 650 billion last year. I estimate that this year will be more than 7,000 billion, and the total production is still expanding. From January to October, exports of 20.3 billion US dollars of furniture fell by 8.5%, and the national export decline was 20%. This range, together with the expansion of sales in the domestic market, has maintained a growth rate of 11.4% overall. About an average of about 1 billion imports a month, more than 1 billion, this figure is the previous figure, also reduced by about 2%, this part is not large, 100 million US dollars a month, more than 1 billion dollars, estimated The annual import volume of 1.2-1.3 billion US dollars, including half of the car seat, car seat is also considered furniture. The key is that I think the economic benefits of our company this year are better than the past two years. Why is it so good? Because everyone has adjusted the structure and strengthened management, many enterprises have strengthened the control of management costs. In addition, labor costs are also falling. Raw materials have fallen, and PPI has fallen. It is our profit, so the income from January-August this year. In view, our after-tax profits of enterprises above designated size increased by 26.4%. Therefore, our brand companies did not think that the financial crisis has brought us such a big opportunity this year. Many brand companies are good. The best in Zhejiang, the number given to me by Zhejiang is a 58% increase in profits. The company that “mains the domestic market brand†wins: the output value doubled in 2009 [Moderator]: What are the new characteristics of the industry's performance this year? [Jia Qingwen]: Looking at 2009, I think we have several characteristics, the biggest feature is the basic operation. I think there are several characteristics. First, the growth of brand enterprise products is relatively fast. Some brand enterprises that focus on domestic sales are better than the previous years, and some even double. This shows that our overall level is improving. There are several specific performances. First, more emphasis is placed on environmental protection. Many companies form brand alliances, and some companies pay more attention to material selection. For example, we have purchased batches with German Iger plates and signed agreements with Lushuihe. We also pay attention to environmental protection, quality is constantly improving, products are also constantly enriched, and many are innovating in design and in terms of functions, such as functions. The sofa is in short supply. In the case of the central government's expansion of domestic demand, we carried out a furniture service to the new rural areas and achieved good results. For example, Xianghe, Sichuan Bashu, etc., sales are good this year, this is the situation in the rural market. The characteristic areas have made rapid progress this year, and in the traditional area, like Dasong Redwood, the number of enterprises has decreased, but the quality has increased, the price has been sold more, the quantity has gone up, and the reputation has become larger and larger. The formulation of national standards. Specialized production and cooperation have also taken new steps. I estimate that only one swivel chair will reach about 20 billion this year. However, we have a dozen or so characteristic areas to do well. This year, this is a characteristic of development. For example, Yuhuan mainly produces European furniture and exports to the Middle East. The overall situation this year is good. In addition, the sales channel is also the same, this year's sales model has also been adjusted: the larger the shopping malls, the more red, the real representative, of course, this also promotes sales, but this model I think is very good, this expansion is our A channel, what is difficult to say in the future, because online sales, independent stores are now promoting new models, and strive to diversify the model, so it is also our way to expand sales. Our strategy of going global this year has taken a new step. For example, Jimei, for example, we bought a shopping mall in Paris, several shopping malls in Dubai, and a new world in Wenzhou. We also have factories, factories and mattress spring backs in South Africa, which are small in scale. Recently, I found that Huaxia in Dalian has set up a factory in Russia to make full use of local resources. Disadvantages in the furniture industry: low level of market surplus management is low [Moderator]: What problems do you think exist in the domestic market compared with the foreign furniture market? In the future, how should we change? [Jia Qingwen]: We still have a lot of problems. In general, we have excess in some low-end markets. Why are there surpluses? Because it is easier to do, local governments encourage it to do so and prosper the economy. As a result, overcapacity, excessive brands, and excess production have pushed the construction of the furniture city. I think the construction of the furniture city is a bit too fast and the stalls are large. You said that there are so many houses to do in the future, I am worried, the market is always expanding, but the process of urbanization in China is developing very fast. It is difficult to say when it will come to the top in the future. Everyone is also rushing for opportunities, but how do I plan? This aspect is still a bit unordered. In general, the pace of product innovation is still not fast, and it needs to be strengthened by the whole industry. An industry with a low level of management and labor productivity is how to do it in the future. This is one aspect of the problem. Again, the outlook for next year. In 2010, I think that our industry, first of all, should say that this is our first high-speed growth for 20 years. This high-speed growth may slow down. The whole industry may have to enter a mature and gradually growing healthy development track, so we Currently in the transition period. The furniture industry is a transitional period like the national economy. In this transition period, I believe that the development of the next 10 years and 20 years will be a period of steady growth, because people's needs are, our urbanization rate is 45%, and industrialization has not yet reached At a certain level, the national economy I think will continue to develop steadily, but it will not grow as high, because real estate urbanization is now 45%, 60% to 20 years, and the US level is estimated. For 100 years, we have a long way to go. That is to say, our demand for furniture, coupled with the improvement of residents' living standards, changing furniture and improving technical content, has a very broad market prospect. Next year, I think that, in accordance with the Central Economic Work Conference, the focus is on adjusting the product structure, adapting to market needs, and steadily growing markets. If the national economy grows by 8%-9%, the growth rate of our furniture, I think that 12-15% should be such a speed, in order to adapt to the development of the national economy. Because we need to increase wages in the next year, this is a good aspect. But on the downside, I think inflation will be the biggest pressure for us next year. Because this year's PPI, raw materials are reduced, bringing a lot of profits to the company, there will be no rapid growth in profits next year, because next year's inflation expectations, if the state controls within 3%, I think our industry may still be relatively healthy, if If it reaches 3% or more, there is no problem with more than 5% of Cheng Siwei. It is not necessarily because the energy, raw materials, and hydropower prices will increase, and the profits of enterprises will also decrease. Of course, there are certain benefits. Why? It can enable enterprises to strengthen management, can speed up the pace of restructuring, and will actively adjust the structure. Because the enterprise is not a simple expansion, but also a qualitative improvement, and the pursuit of profit maximization, entrepreneurs care about: how much I earn, I have to make so much money, you have to produce two. In general, next year our adjustment structure is like this in terms of growth rate. The key to growth in 2010 is expected: the potential of furniture enterprises in rural areas and small and medium-sized cities is strong: “urban encircling cities†2010: Xianghe and Bohai Rim will be prosperous [Moderator]: Furniture has increased throughout the year, you think the main reason is what? [Jia Qingwen]: I think it should be said that the growth in 2010 is not very fast. The key lies in rural growth. In small and medium-sized cities, why is the rise of plate furniture in Sichuan? It is because they "urban encircle the city", this is their own slogan, positioning More accurate, it is below the county towns in small and medium-sized cities, you can see advertisements everywhere. Because I am from the countryside, I know in the countryside that they use furniture very simple. How much money do you spend on him to buy furniture? It costs about a thousand and eight hundred, and the newly married people buy thousands of dollars. I think that our furniture industry should study the future rural market well, including the promotion of urbanization now, not to stare at Beijing. Beijing is also a world where brand enterprises compete for it. For SMEs, we must first position ourselves and not buy. Floor, but simple furniture to buy, sofa, panel furniture is also a problem of one or two thousand dollars, so I think this is our future growth point, including this year, the total growth on this piece is very fast. Because the sales situation in January and February this year is not good, nothing has started to be discounted, but there is no such problem in the countryside. You can see that there are 100,000 square meters and 200,000 square meters in the good counties. The sales are still hot, and it is difficult for Beijing to make money. Because your rent is too high, the sales rent is low, and the sales volume is not so high, because the value is low. Why is it that we are so hot? It is also a problem. Therefore, I said that in the future, we will be optimistic about Xianghe in the industrial transformation. Xianghe is no land. If it is within a few years, it will develop. Our industry has shifted from the coast to the interior and from the south to the north. This trend I think in recent years, especially the two major producing areas, the first is Guangdong, and the second is the Yangtze River Delta. The fastest growing future I think should be Around the Bohai Sea, the Huanhe River is a central area, and the sales of Xianghe drive the formation of our surrounding enterprises. Sichuan is driven by the surrounding cities in the countryside. The economic development around the Bohai Sea is very important for the development of our future furniture industry. Tianjin and the transformation of the old city, the economic development of the manufacturing industry is also the national focus, the entire Beijing, Tianjin-centered rail transit, the future development of real estate I think will drive our economic growth, is also a very important aspect to drive our furniture sales. In 2010, home exports are hard to get better than 2009. [Moderator]: I remember that when you were at the furniture exhibition, you mentioned that the mid-range furniture is going a lot. What do you think of this market? Can you tell us about the export market? [Jia Qingwen]: In fact, brand furniture is divided into several files, dozens of series, and each furniture has jewelry, really very fine, to Tianjin to take something, to Xianghe to take something, not the same, but many brands The grade is opened, so he is also a relatively large enterprise. There are many furniture companies in our country, and several in Beijing, including Boliang, Huari is also doing it. Cobo Bolognese is a typical enterprise. I think that this model of Cobo is also a new model, and their model, the combination of home and the combination mode, bring a lot of brands, this model innovation, I think Maybe a better service in the future, combined with home improvement. Entered the furniture city. Therefore, the decoration company, home improvement, the big company must be the whole package of furniture manufacturing will be combined with their own factories, I think this is also a development trend of the structural adjustment industry chain. Now the decoration is one, and what furniture to buy depends on the decoration style, so the one is better. According to the furniture, according to the style, we will design, design and carry out the decoration.
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