According to China Voice's "News Night" report, not long ago, the EU officially passed the "Wood and Wood Products Regulations and New Environmental Design Directives" to further increase the threshold for the export of Chinese wood products to Europe. At the same time, due to the impact of real estate control policies since last year, domestic demand has also become increasingly deserted. This has caused the Chinese furniture industry to encounter another cold winter since the 2008 financial crisis.
In the interview, the reporter found that the leather sofa that sold tens of thousands of years ago is now in a few folds. What kind of furniture do consumers prefer now? In the case of internal and external troubles, how should furniture companies resist the cold winter and usher in spring?
In a large home store in the South Third Ring Road in Beijing, there are publicity posters such as “clearance processingâ€, “big sale†and “big special priceâ€. In an empty mall, sales people are even more than customers. Ms. Zhang, who sells Sofas, said that the furniture business was very poor this year, even if there were not many passengers on the weekend, and she asked more and bought less.
Ms. Zhang: This set has more than 13,000, and I told him 6,000 yuan. In 2012, the entire market is this. It turns out that the leather sofa is sold at a minimum of 8,000, and the 8500 is sold to 9000.
Solid wood furniture is not a popular item in recent years. In a large wooden furniture store of more than 800 square meters, two men are choosing wooden Beds. Although the revamped promotion is tempting, consumers seem to see the wallet tighter.
Customer: The styles I just watched there are OK, that is, the price is too high.
Salesperson: The discount we made at that time is relatively low, because the material itself is better.
From the perspective of domestic demand, the furniture industry is at the bottom of the real estate industry chain, and the domestic real estate regulation and control policy has inevitably affected the furniture industry. This year, 95% of the company's sales in the furniture industry have fallen sharply compared with the same period of last year. Many companies have even fallen as much as 30% to 40%. In addition, the furniture industry as a labor-intensive enterprise, the cost of labor and other costs can not be underestimated.
In terms of export, the EU recently officially passed the “Wood and Wood Products Regulations and New Environmental Design Directivesâ€, requiring wood products to prove that the wood is produced from legally developed forests and that the environmental performance of raw materials is strictly required.
The new EU regulations are aggravating the Chinese furniture exporting enterprises that are in the cold winter. In the first town of domestic furniture export, Dalingshan Town, Guangdong Province, more than 30% of the furniture enterprises are in a state of loss, and the phenomenon of bankruptcy is intensifying. Li Chunxiao, general manager of Zhengzhou Fuli Furniture Co., returned from the World Furniture Conference held in Shanghai. He told reporters that from the perspective of the international environment, China's furniture industry as a whole has been negatively affected by the economic crisis.
Li Chunxiao: The situation of the entire world furniture industry is indeed affected by our domestic export figures, indicating that the growth rate of the furniture industry has slowed down in a larger scope. The general view is that every manufacturer has a decline, only the magnitude of the decline.
The furniture industry is experiencing the worst winters since 2008. From the perspective of consumers, Wang Weibin, secretary general of the Shanghai Consumer Protection Committee, believes that in the economic downturn, furniture companies should realize that consumers are more willing to choose products that are cheaper and more cost-effective.
Wang Weibin: Consumers also want to buy genuine furniture, but now the furniture market is more expensive because of the price, the price is uncontrollable, the high price of individual consumers is definitely there, and the general demand for this price is universal. It’s down.
Industry experts believe that the furniture industry should be self-renewing, working hard on craftsmanship and design. At the same time, enterprises can try new sales models such as e-commerce in the domestic sales, and develop the unexpected market in Europe and the United States, both inside and outside, and walk with "two legs."
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