How to break through the dilemma of panel furniture lacking green labels

According to the author's understanding, although the EU's bill prohibiting illegal timber imports and transactions will not be implemented until 2013, IKEA (China) has finalized 100% of the furniture materials imported from Russia next year to obtain FSC forest certification, B&Q, Home Depot, Wal-Mart, Carrefour and other foreign-funded stores are also increasing the proportion of forest-certified furniture purchases. Chinese furniture stores such as Red Star Macalline and Jisheng Weibang are secretly renting space for panel furniture and selling them into soft furniture sales.

"Environmentalism" has intensified channel hegemony. The living space of Chinese furniture manufacturers lacking "green labels" has been squeezed. They began to swear: The business of panel furniture must be adhered to or abandoned?

This year, at the "Second China Panel Furniture Development Forum" co-sponsored by the China Furniture Association and China Wood International Network, the authoritative scholars and entrepreneurs of the furniture industry gathered together to "sit and talk" and basically reached a consensus - ——The situation is not as imaginary as it is, the Chinese panel composite furniture is still in the “spring”.

"We see fewer and fewer plate furniture in the market, and the proportion and share in the hypermarket are getting less and less. Even some hypermarkets can only see 3 or 5 plates of Red Apple and Jianwei. The brand of furniture, and the brand of sofas and soft beds are more and more.” Zeng Zhenyu, president of Hong Kong Shengjia International Chain Store, admitted that soft furniture products account for a small area and have a strong ability to bear high rents. This is a hypermarket. welcome. The unrestrained rent rise forced the thin piece of furniture to die and escape.

"Now, the new board furniture dealers have a mortality rate of 70%. Even if we are a senior dealer like us, if we can't reshape the model within three or five years, we can't reorganize the pattern, and we will also go to the road of desperation." Kunming Li Junming, the general manager of Hong Kong and the Standing Committee of the China Furniture Sellers Association, is also worried about the prospects of panel furniture.

The real crux lies in the fact that “with the introduction of the illegal timber import and trade bill in the EU, the lack of 'green label' Chinese panel furniture has been difficult to obtain favored by foreign retailers. If the export cannot be sold domestically, the panel furniture manufacturers will be stuck. It is through the dilemma of panel furniture manufacturers that the store purchasing managers are arrogant, the 'commercial bribery' has been undercurrent and the market is in chaos." Li Wen, marketing director of a panel furniture in Shenzhen, said that in addition to getting the "counter", it is rising year by year. Renting, receiving entrance fees, forcing furniture manufacturers to follow the pace of expansion of the store to open new stores and other "channel hegemony", the secret "human rivers and lakes" into the last straw of the pressure plate furniture.

The current situation of the Chinese panel furniture industry is so entangled. So, where is the breakout path?

Wu Zhijian, dean of the School of Furniture and Industrial Design of Nanjing Forestry University, said, “IKEA will bring great breakthroughs to Chinese furniture, especially panel furniture. I hope everyone pays attention because the value of panel furniture is mainly reflected in the design concept, material selection and manufacturing. In terms of technology and marketing models, these aspects should be integrated to make the industry shift from labor-intensive to technical."

“In fact, emulating the 'IKEA' model involves two propositions, one is to do billions of dollars or even hundreds of billions of large-scale enterprises, and the other is to be a big brand enterprise of a hundred-year-old store. If it is to be large-scale, industrialized and standardized. Production should be a trend; if you want to be a strong brand, take a market segment, focus on the service sector should be more feasible." Wang Meiming, general manager of Jane Furniture, further analysis.

However, "One thing is certain, the injection of new forces will inevitably lead to the upgrading of China's furniture industry. China's panel furniture industry needs benchmarking companies to break through. For the time being, all-friends, palms and other companies have built their own channels. The scale of billions is quietly changing the competitive landscape of industry and commerce; and the return of the custom industry led by Shangpin Home Furnishing has created a new pattern and new direction for panel furniture." Founder of "True Love Furniture Time" magazine Yuan Weidong said that the initiators of this change are actually consumers, and their environmental protection and taste consumption forces have begun to influence from the channel side to the manufacturing side, and even to the design side.

The era of consumer-led business environment has come, and all the changes and shocks have just begun.

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