China's furniture industry has only been in existence for more than ten years from its formation to the present. It has experienced two ups and downs in SARS in 2003 and the financial crisis in 2008. In 2010, the state increased regulation of the property market, real estate transaction volume entered the "freezing point" of the transaction, the furniture industry as its downstream industry was directly hit.
Some insiders said that 2010 was the most difficult year for the furniture industry to date. Recently, the reporter visited a number of brand furniture stores and found that promotional billboards were suddenly standing in front of each store. However, in stark contrast to this, all stores are indifferent, and shopping guides are all doing nothing together to chat. In response, a shopping guide told reporters that this situation has lasted for more than half a year.
Despite the unsatisfactory passenger flow, in order to attract consumers, merchants still grapple at discounts and price reductions in the face of rising raw materials, transportation costs, and labor. Some insiders told reporters that at this stage, the profit margin of the furniture industry is getting narrower and narrower, and the price of furniture has dropped by about 10% compared with the same period last year.
Wen Shiquan, chairman of Yifeng Furniture, said in an interview that due to the lagging effect of the property market on the home furnishing industry, the furniture market "chill" was not obvious before July and began to fall sharply in August. From August to September, Yifeng furniture sales fell by 40%. Wen Shiquan also said that only 40% of Yifeng's stores in Beijing are guaranteed, and the remaining 6 are in a loss.
According to Fan Shanshan, general manager of Aiyisisi, the furniture industry is closely related to the property market. In 2010, the sales of Aiyisisi in the Beijing area fell by more than 30%. Fan Shanshan told reporters that the company increased its promotion efforts this year, and also launched special offers, packages and other activities, but the results were not very satisfactory.
Three major reasons led the furniture industry to enter the "winter period"
In 2010, the furniture industry encountered an unprecedented "disaster", and many businesses were overwhelmed by pressure or even closed their stores in order to protect themselves. The reason is that merchants are unanimously targeting the upstream real estate industry.
First, the frustration of real estate transaction volume directly affects the downstream furniture industry. "Upstream without water and downstream work" will inevitably lead to a decrease in the passenger flow of the furniture industry. To attract customers, the pressure on the furniture industry has doubled. Third, consumers have a strong wait-and-see mood. According to the survey, 60% of netizens will hold coins for purchase. Based on the above factors, all of them gave the furniture industry a "fatal injury". Some insiders lamented: "Furniture enterprises are too difficult"!
Wen Shiquan, chairman of Yifeng Furniture, said that in 2010, raw materials rose by 30%, workers ’wages rose by 30%, store rents, transportation fees, etc. have all risen, but the number of consumers who have come to buy is decreasing, which directly leads to the entry of the furniture industry. "Cold Winter". According to Yu Xiusu, vice chairman and secretary general of the Beijing Furniture Industry Association, the most difficult period for the furniture industry is directly related to the central government's policies; coupled with the upstream housing market's impact on the home furnishing industry, there is a relatively lag period, Yu Xiusu said the furniture industry The difficult predicament has just begun.
The industry's future trend is unknown, companies need to "downsizing over the winter"
2010 is coming to an end. Many merchants said that they are still far from the sales target set at the beginning of the year, and the end of the year will be the most difficult period for enterprises. For the future trend of the industry, industry insiders have lamented the confusion.
Yu Xiusu, vice chairman and secretary general of the Beijing Furniture Industry Association, said that the trend of the furniture industry will be directly linked to the property market. At present, the sales volume and export volume of furniture companies above designated size in China are increasing year by year, and the overall sales volume of the Beijing furniture industry is also increasing, but the speed has become slow. In Xiusu's view, in a state of downturn in the general environment, furniture companies need to actively respond, continue to develop new products, enhance product added value, develop a variety of sales channels, and explore the road of development in adversity.
According to Wen Shiquan, chairman of Yifeng Furniture, 2010 is the most difficult period in the furniture industry in 15 years, and it is absolutely impossible to recover in the short term. "The earliest signs of recovery may only appear after December 2012." Wen Shiquan said that the furniture industry will usher in an unprecedented big reshuffle. Enterprises need to calm down and adjust the product line to "downsizing through the winter."
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