In 2011, the home industry was full of twists and turns. The ceramic industry continues to suffer from anti-dumping by the EU, South Korea, India and other countries. The impact of the property market rotation on the downstream of the home furnishing industry has intensified, and the scandals of Da Vinci furniture have caused many people in the industry to feel that this One year passed more difficult than the 2008 international financial crisis. However, from these perhaps some negative news events, we may have seen the promotion behind the “more rational consumption of consumers and more attention to 'Made in China'â€.
Keywords: real estate regulation
In 2011, the reporter visited a number of decoration companies and building materials stores, and found that the most concentrated topic of discussion was not the furniture industry, but the real estate industry. The reason is that the home industry is a downstream industry in the real estate industry, so the impact is very large.
Many decoration companies complain that because the transaction volume in the property market is sluggish and there are fewer people needing renovation, this year's business is difficult to do. But there are also some decoration companies and building materials companies who don't think so. They have another way to find another "blue ocean." Xu Zhenyu, chairman of Meiting Home, expressed his opinion on this issue in an interview with reporters: “The regulation of real estate has brought an opportunity for the home industry to survive the fittest, the strong survive and the weak are eliminated.†General Manager of Hongxing Meikailong Kazi Store Bai Yang believes that this adjustment is also a new market opportunity, which is an opportunity for some home buyers who want to enter the home industry and want to become bigger and stronger.
Keywords: solid wood furniture standard
A few things have been related to solid wood furniture this year. One is the discussion of the label of solid wood furniture in the industry after Da Vinci, and one thing is the “paper furniture†event in Changsha, which involves the standard problem of solid wood furniture. What is solid wood furniture?
Different people have their own understanding of solid wood furniture. Some people understand that: solid wood furniture means that all materials are natural materials that have not been reprocessed, and do not use any wood-based furniture, that is to say, solid wood furniture is 100% solid wood furniture. Some people also understand that: according to the "rules" in the industry, as long as more than 30% of solid wood materials can be called "solid wood furniture." Some people also said that there are many kinds of solid wood furniture, including all solid wood furniture, solid wood veneer furniture, board and wood combined furniture. Different understandings have caused confusion in the current "solid wood furniture" standard in the market. This is why after the "Da Vinci" incident, so many furniture have to be replaced, and it has also caused controversy over whether Changsha "paper furniture" is solid wood furniture.
The healthy development of an industry requires a sound industry standard. We also call on relevant departments to modify the standard of solid wood furniture as soon as possible so that consumers can clearly understand consumption.
The cost increase is not a unique phenomenon this year, but this year's cost increase seems to have come too hard.
In 2011, the cost of decoration, furniture and building materials companies in the home furnishing industry went up with the price. On the one hand, there was a shortage of workers. On the one hand, furniture companies faced rising costs of labor, operations, raw materials, etc. The market sales are declining, and home furnishing companies are facing tremendous operational pressure.
At the beginning of this year, a veteran designer of the old-fashioned decoration company told the reporter that the skilled workers were too difficult to recruit. In order to retain the workers, the wages of the workers could only be raised by 10%-15%. In addition, decorative materials such as plates, tiles and hardware accessories were added. The increase is also around 10%-15%. Not only that, but the management costs and publicity costs of the company have also increased a lot.
The combination of several cost increases has indeed brought a lot of pressure on furniture companies. It can be said that the cost increase this year is still very large. In addition to the downturn in the home environment today, decorative and building materials companies are facing rising costs. There is a lot of pressure in the case of sluggish sales.
Keywords: rising costs
Keywords: trade barriers
In 2011, the export of the home furnishing industry was severely hampered.
In the ceramics industry, the EU preliminary anti-dumping investigation against China in March, levying a punitive tariff of up to 73% on Chinese-exported ceramic tiles; in June, South Korea made anti-dumping review judgments on Chinese ceramic tiles, ruling up the highest ranking of Chinese ceramic tile manufacturers 29.41% anti-dumping tax rate; on July 25, the Argentine Ministry of Industry informed China that it had received a written application from the domestic industry to initiate an anti-dumping investigation against unglazed floor tiles and facing tile products originating in China; On the 5th, the Peruvian Competition and Intellectual Property Protection Agency took note of the business of the embassy in the embassy, ​​and informed the two Peruvian companies that they had submitted an application to the investigation authority to initiate an anti-dumping investigation on tiles imported from China. Previously, India, Thailand and other places had also filed anti-dumping against Chinese ceramic tiles and imposed high anti-dumping duties.
Faced with the increasingly severe export situation, Yin Hong, secretary general of the Foshan Ceramics Industry Association, believes that although anti-dumping has caused the export of many domestic ceramic enterprises to be affected, it has affected many foreign markets and brought many influences, but on the other hand, It can promote the market regulation of the domestic ceramic industry. "The ceramic industry has undergone a long period of rapid development, and it is time to make adjustments."
A person in the furniture industry also believes that the main reason for foreign trade barriers is that many furniture companies rely on the disorderly competition of price wars. "China is a factory in the world, and its production process is no worse than foreign countries. For foreign furniture standards, such as the United States for formaldehyde. The strictness of the content standards is completely achievable for Chinese companies."
Keywords: Da Vinci
The “Da Vinci Incident†caused the home industry to face the most severe crisis of trust in 2011.
In July, the “high-priced†Da Vinci furniture, which was all imported, was smashed into China, and Da Vinci also admitted that some of the furniture was domestically produced. While many consumers are screaming, they are even more confused: How to buy furniture and even all household goods? Affected by this incident, many “fake foreign devils†who have consistently claimed to be imported brands have also hurriedly taken off their foreign coats and admitted that they are domestically produced.
In the face of the crisis of trust, there are also many rational insiders who have seen another impact of the incident - the "Da Vinci Incident" may certainly dampen consumers' confidence in imported furniture, but it is also a good opportunity to guide consumers back to rationality. . Some insiders believe that the quality of many domestically produced furniture is actually quite good, but because of the lack of self-confidence or blind competition, it has even more catered to the psychology of some consumers blindly worshiping the ocean, and "put on" the foreign jacket. In fact, in many developed countries abroad, consumers like to choose Chinese-made furniture because of its high cost performance.
The "Da Vinci Incident" allows consumers and producers to introspect themselves, get out of the misunderstanding of consumption, and let more people start to pay attention to "Made in China." China is known as the "world factory", in which the furniture industry, ceramics industry, Chinese companies are the largest manufacturers and exporters. However, due to the lack of self-confidence and blind competition of Chinese companies, it is not uncommon for manufacturers like Da Vinci to “golden abroadâ€. The industry believes that the "Da Vinci Incident" can become the beginning of the all-out disillusionment of the "international super-brand" in the home industry, which makes people rethink the development of national brands and awakens the awareness of national brands. Correct understanding.
Keywords: listing
The home furnishing industry under the influence of real estate regulation has not stagnated, but has stepped up its pace to keep up with the development of the times. One of the actions is to go public. In the market situation that is generally considered to be in the doldrums, listing is still a hot spot for many home brands, which has once again triggered a round of speculation about the new pattern of the home industry.
This year, Nature Floor was listed on the Hong Kong Stock Exchange and received more than HK$1.1 billion in financing. The wardrobe industry brand Sophia was officially listed on the small and medium-sized board, and Qumei Furniture, Dongyi Risheng, Boloni, Anxin Floor, and Del Floor were all listed. In the operational phase, waiting for the best time to go public.
In the new market competition, home furnishing companies are not only facing product competition, but full competition in the industrial chain. Many companies are soberly aware that under high-cost operation, their own rolling development alone is far from meeting the huge capital needs. To achieve rapid expansion and improve their ability to resist market risks, they must rely on the power of capital. The listing has undoubtedly injected a shot in the arm for the home brands in the capital market.
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