Focusing on the theme of “Shenzhen Furniture Future Mission and Sustainable Competitivenessâ€, Hou Kepeng, Executive Chairman of Shenzhen Furniture Industry Association, held the “New Fusion Innovation Forum and 2015 Shenzhen Furniture Association Member Conference†held on December 23, 2015. In-depth analysis, looking forward to the future of Chinese furniture.
Recognize development with a strategic eye
The future mission and sustainable competitiveness of Shenzhen Furniture are mainly divided into three issues:
First, the status of Shenzhen furniture and the mission of the furniture industry association.
Second, the historical opportunities facing Shenzhen furniture.
Third, what is the sustainable competitiveness of Shenzhen furniture.
1 Strategic vision: committed to the pioneer of the Chinese furniture industry
In the past, “Shenzhen Furniture†has completed many historical turning tasks: a decade ago, the transition from export to domestic sales; five years ago, the transition from domestic sales to design; this year, the transition from design to brand . "Shenzhen Furniture" has become a gold sign.
“Shenzhen Furniture†has concentrated on many first-line brands in the industry. Why is this phenomenon not happening elsewhere, but only in Shenzhen? The reason can be summarized as three points:
First, the furniture industry, especially Shenzhen Furniture, has cultivated a new type of culture – dare to customize and innovate, dare to subvert itself, dare to change constantly, and take its own unique cultural path;
Second, there is a strong association support. The most valuable thing of the Shenzhen Furniture Industry Association is its strategic vision. In the past 15 years, we have been able to catch up with historical opportunities every step of the way. The Association is constantly guiding the transformation and transformation of the Shenzhen furniture industry and constantly subverting itself;
Third, the industrial service system headed by Shenzhen Furniture Research and Development Institute has been formed, and the past single furniture manufacturing industry has turned to the furniture industry as a whole. It can be said that most of the communication system construction, service system construction and product design in the Mainland are concentrated in Shenzhen. Shenzhen furniture carries the historical mission of Chinese furniture – a pioneer in the Chinese furniture industry.
2 Strategic tasks: China's furniture industry core service organization
Fifteen years ago, we established four major tasks, which are now basically completed.
First, we are committed to strategic research in various technical fields of the Chinese furniture industry. Now we have established a School of Furniture Research and Education;
Second, continue to run the Shenzhen International Furniture Fair to benefit buyers and exhibitors;
Third, design innovation. It has gradually transformed from five years ago, and has become a pioneer brand in design, creating a unique gene of “Shenzhen Furnitureâ€;
Fourth, respond quickly to changes in the industry's major needs. Ten years ago, the whole country was laid out, and many industrial clusters were built nationwide, which laid a solid foundation for the manufacture of “shenzhen furniture†nationwide and distribution nationwide.
3 Strategic thinking: Seizing opportunities in changing situations and challenges
>>>> First, it is facing a major strategic opportunity for the overall upgrading of China's consumption.
Rough statistics, we have three types of enterprises. The first category is enterprises with brands and channels, which can maintain stable growth, such as left and right sofas, colorful life, Songbao Kingdom, etc. The second type of enterprises have channels, but they are relatively simple. There are products that can maintain the same level as the previous two years, but due to rising costs in all aspects, profits are reduced, and the overall situation can still be barely maintained; the third type of enterprises are mainly processing-oriented, without their own products, at home and abroad. The double squeeze of the market, the survival is more difficult.
According to statistics, enterprises that have left or shut down Shenzhen actively or passively have reached more than 280 in the past two years, but this has not affected the overall image of “Shenzhen Furnitureâ€. In the National Economic Work Conference, General Secretary Xi proposed to eliminate backward and low-end products and gradually increase consumption and supply to the high end. This is the path that our furniture in Shenzhen has traveled in the past few years.
>>>> Second is facing the comprehensive silver age of the real estate industry
On a national scale, except for Shenzhen, which is still in the golden period, most other first- and second-tier cities have entered the silver age. We are now talking about cross-border integration, and real estate developers will consider whether we can provide consumers with a one-stop overall solution. This is why we will launch the “Bag Package†at the Shenzhen Furniture Fair in March 2016. Our Shenzhen furniture industry should take the initiative to open up a new model, which uses our Shenzhen furniture brand to integrate our The upstream and downstream industry chain provides a one-stop solution for real estate developers. This is the original intention of our establishment of the hardcover alliance and the implementation of “staying in the bagâ€. Our Shenzhen furniture is to be the master, not to be a guest, to develop a new model, this is the innovation culture of our furniture industry in Shenzhen.
4 Strategic literacy: shaping the layout of “Shenzhen Furniture†in the national highland
>>>>Create the "Shenzhen Furniture" gold signboard
The test standard for “Chinese furniture green premium products†will become a local regulation from next year and will rise to the “Shenzhen Standardâ€, which will be higher than the national standard and basically the same as the European standard. Only by getting this "golden sign" can we create a differentiated competitive advantage.
Excellent products, not only Shenzhen excellent products, but also should be the best products of Chinese furniture. If Shenzhen Furniture only makes low-quality products with no innovative design, can it compete with other cities only by price advantage? The answer is yes. Therefore, next year we will fully implement the Shenzhen quality standards. Our core competitiveness and sustainable competitiveness are Shenzhen furniture. From January 1st, 2016, all of our member companies will also pass the quality inspection of Shenzhen Furniture Testing Center, because only the inspection of the product quality of member companies can launch the “Shenzhen Furniture†sign. This is a difficult task. We must grit our teeth through this difficult and dangerous mountain. We shoulder this historical mission to set an example for the overall improvement of the quality of the Chinese furniture industry.
>>>> Occupy the "highland" of the national furniture industry
Occupy the "highland" of the national furniture industry. This has two meanings. First, the Shenzhen Municipal Government will establish the world's largest convention and exhibition center. In 2018, the new international exhibition center will be put into use. It covers an area of ​​1.6 square kilometers and has a construction area of ​​2 million square meters. Up to 500,000 square meters. Shenzhen Furniture Association will participate in the management and operation of the new exhibition center. In addition to the exhibition center, the biggest challenge for us is to expand the exhibition area and then to achieve high-quality exhibitions? Attracting international first-class brands to Shenzhen? Can you exceed Milan? This is a huge challenge for the association and everyone here.
Second, Shenzhen has now become the R&D and design center, cultural and creative center and hardware management center of the Chinese furniture industry. In the next step, we will be the brand operation center. We will plan to establish a global furniture headquarters operation center with the joint domestic and foreign enterprises. This “highland†brings together the world's best resources, including human resources, brand resources and creative resources.
This is the best time
Under the leadership of the association, Shenzhen enterprises have completed the initial stage of the national layout. In the next stage, we will lay a solid foundation for the distribution of the country and the manufacturing of the country.
The core advantage of Shenzhen furniture is the modern service advantage. What is transformation and upgrade? Fundamentally speaking, it is the transformation of people and the upgrading of brands. Therefore, we must complete the transformation from modern manufacturing to future service industry and manufacturing.
I believe that as long as we grasp these points, the core advantages of Shenzhen Furniture will be able to continue and lead the country.
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