"More difficult than during the financial crisis"
"Compared with the beginning of the financial crisis, the difficulties we encountered were greater." Huang Fennan, director of the Shunde Longjiang Economic Promotion Bureau, complained when he spoke with reporters.
When the international financial crisis broke out in 2008, the Longjiang furniture industry did have a crisis in the first half of the year, but in the second half of the year it achieved a strong rebound, which made Longjiang people very proud. But since October 2010, Longjiang furniture companies vaguely found something wrong. "Many high-end and high-end products are difficult to sell," Huang Fennan said. At present, various factors at home and abroad are not conducive to the development of Longjiang furniture industry.
Zhang Zhidong, chairman of Longtou Furniture Material City, also revealed to reporters that some bosses around him did not even earn 30,000 yuan a month. It can be seen that the difficulties faced by Longjiang furniture enterprises today.
According to reports, since the sales of furniture companies have a great relationship with real estate, with the introduction of relevant national measures to regulate and control real estate, Longjiang furniture companies have been greatly affected. In addition, affected by the world situation, Longjiang furniture exports have also been greatly affected. What makes the furniture industry in Longjiang even more difficult is that a group of new furniture companies in China have begun to show their heads. Nowadays, Chengdu, Jiangxi Nankang, Shantou and other new furniture industry gathering places are beginning to exert their strength, and the furniture manufacturing industry is showing a flowering situation all over the country.
"Fortunately, the furniture industry has a clear understanding of this." Huang Fennan told reporters that in the survey conducted by the Longjiang Economic Promotion Bureau, entrepreneurs generally said that now product sales have declined, and more should be done from improving product quality and promotion. Brand influence starts instead of fighting cheap and price wars as before.
Nearly 1,000 companies need to undergo technological transformation
Through research, Huang Fennan has confidence in the future development of the Longjiang furniture industry. He said that it is not possible for Longjiang Furniture to develop as before, and doing a good job will be an important part of whether Longjiang Furniture can continue to maintain its dominant position.
It is understood that Longjiang has more than 2,700 furniture manufacturing enterprises. This number looks terrifying, but in fact, it is filled with many small businesses like small family workshops, which not only have high energy consumption but also very poor product quality. "Improving the entry threshold and eliminating a batch is an inevitable choice." Huang Fennan said.
To this end, Longjiang decided to launch a furniture enterprise access system, hoping to improve the quality of the furniture industry from the source. After the implementation of the system, enterprises with a small scale, large energy consumption and low product quality in Longjiang Town will be eliminated if they cannot improve their strength through technological transformation. "One third of the existing furniture manufacturing enterprises in Longjiang are about to make changes, or they will be eliminated." Huang Fennan said, of course, this kind of improvement is not a one-off process. Enterprises that do not meet the standards need to come up with a copy Three-year technical upgrading plan, to do a good job of upgrading the company according to the plan.
The launch of the Longjiang furniture enterprise access system has also received the support of most people in the industry. "Longjiang furniture now needs quality rather than quantity," said Chen Xing, chairman of Shunde Zhengqin Furniture Manufacturing Co., Ltd., and brand development is the next step for Longjiang furniture industry.
[Contributor 1] Associations and enterprises will make unique moves to help Longjiang furniture industry develop 26-storey brand furniture building will become a new landmark
Eliminating a small number of small enterprises is not the ultimate goal. In the final analysis, it is still to guide the Longjiang furniture companies to do a good job of branding and enhance the overall image. The reporter also learned yesterday that Shunde Furniture Association and Longjiang Enterprises also made unique moves to improve the furniture industry in Longjiang.
Trick one: build a 26-story brand home building
Shunde Furniture Association intends to guide furniture enterprises to form "SDF Shunde Home Furnishing Co., Ltd." together with Longjiang Town, integrate all resources of Shunde Furniture, and unify the image with the collective trademark of "Shunde Furniture" to attack and seize the terminal market. Gradually establish chain home furnishing stores to help Longjiang furniture industry develop towards branding. At present, the tentative "SDF Shunde Home Furnishing Co., Ltd. establishment plan" has been released. The plan states that the company's registered capital is 200 million yuan. The business scope is to operate, develop and manage furniture chain hypermarkets and investment projects related to the industry.
Yesterday, the reporter also received exclusive news. Although the company has not yet been established, the Shunde Furniture Association has taken the lead. The association has gathered nearly 50 furniture company owners and is preparing to build a building with a height of about 26 floors on the original Haojun Furniture Material City plot. Home building. According to Huang Fennan, the 1st to 6th floors of this furniture headquarters building will be hypermarkets, and members of the Shunde Furniture Association will be introduced to join. These companies have entry barriers and must be well-known brands. The remaining floors are introduced into design, research and development companies, with a total construction area of ​​more than 150,000 square meters. "In short, there is a principle: never make real estate. This building will also become a landmark of Longjiang when completed."
Trick 2: Make furniture matching "Red Star Macalline"
"We hope to make the 'Red Star Macalline' supporting furniture." Longjiang furniture companies have also seen the necessity of branding development. Several furniture manufacturing company owners have jointly established leading furniture material cities to screen Longjiang high-end supporting facilities. Enterprises enter, hoping to help the quality improvement and branding of Longjiang furniture industry from the source.
Zhang Zhidong, the chairman of the leading furniture material city, also runs a furniture manufacturing enterprise. He hates furniture products of poor quality. He said that the characteristics of the faucet are fine products. In fact, many furniture manufacturers are currently fighting price wars, and cutting corners is common.
Many Longjiang furniture company bosses therefore decided to set up a leading furniture material city, specializing in high-quality materials. On the one hand, the gathering of high-end raw materials can help companies reduce the cost of raw materials. On the other hand, they also hope to make a brand for furniture. "The future development direction should be similar to Red Star Macalline, and make a supporting raw material brand."
In fact, the leading furniture material city does the same. Unlike the other furniture material cities in Longjiang, the material city currently does not sell one square meter, but rents it at a low price of more than 10 yuan per square meter. "Although no money can be made, it is the responsibility of Longjiang people." Zhang Zhidong said.
[Draft II] Nanzhuang ceramics from other mountains: the output value does not decrease but rises after the low-end segment is transferred
The renovation of Nanzhuang ceramic industry can be said to be a typical case of the improvement of traditional industries. In the past few years, Nanzhuang has implemented the “three batches†(ie, closing a batch, transferring a batch, and upgrading a batch) of the ceramic industry in accordance with the principle of “relevant development, advancement, and advancementâ€, making the low-end The production links of the enterprises can be transferred out, and the remaining brand enterprises have all achieved cleaner production, and the output value of ceramics has not decreased but increased.
Nanzhuang's remediation of ceramic enterprises is "different treatment". The first is to shut down and transfer some low-end ceramic enterprises with weak technological innovation capabilities and small output value. It is understood that since 2006, Nanzhuang has shut down and transferred a total of 62, accounting for 83% of the total number of enterprises. For pottery enterprises with strength, technology and brand in their jurisdiction, Nanzhuang requires them to upgrade on the spot and implement cleaner production. It is understood that the 13 enterprises left after the adjustment of the industrial structure have all passed the cleaner production assessment in Guangdong Province. It is understood that in 2009, Nanzhuang achieved a total output value of 11.8 billion yuan in the ceramic industry, a slight increase from 2006 before the adjustment.
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