Exports are not picking up yet are still not optimistic The furniture industry is looking forward to a new "dawn"

Facing the haze of the international financial crisis, China's furniture exporters have not had a good time. Exhibitors at the Canton Fair generally believed that the export situation in the first three quarters was still weak, which affected their expectations for the current Canton Fair. Compared with the cautious optimism of exhibitors of other light industrial products such as Christmas products, furniture exhibitors' expectations for export are slightly pessimistic. At the same time, the export transaction status of "Bitter and Uneven" is still common, which also highlights the important role of brand and quality in the current situation. In order to reverse the decline, "domestic sales" has become a new measure that many merchants are taking or are about to take.
Exports are still not optimistic. Although the external economic recovery signal is frequently transmitted, the "dawn" of the furniture industry's export stabilization seems to come a little late. Jin Tao of Beijing Tiantan Furniture Co., Ltd. told the author that due to the financial crisis, their export orders lost 50% to 60% at the Spring Fair, and the harvest of this autumn fair can only be expected to be the same as the previous session.

There is a sympathy with Jin Tao, as well as an outdoor furniture exhibitor in Hangzhou. The exhibitor told reporters that the customer base of outdoor exhibits has a certain specificity and concentration. If products originally sold to the European and American markets are resold to domestic or other markets, limited by factors such as culture and preferences, "new" consumers do not buy it. At the same time, due to the low purchase price of large and strong buyers such as Wal-Mart, the profit margin of some small outdoor products has also been repeatedly compressed. He said: "Fortunately, our products have obvious price and quality advantages, and they have replaced other Wal-Mart suppliers. The days are not very sad."

However, not all exhibitors are worried. According to Hu Jingbo, assistant general manager of Fujian Furniture Import and Export Company, so far, their furniture exports have achieved a year-on-year growth of 28%. Even in the same period last year, their 17% decline was significantly lower than some of their "sighing" peers.

Talking about the "anti-crisis" experience, Hu Jingbo told reporters that the company has been engaged in the furniture export industry for 28 years and has a group of loyal old customers; the products are mostly small pieces of miscellaneous goods. It is easier for Europeans and Americans who "prudently pay" to accept. In addition, Hu Jingbo emphasized that the winning weapon is still brand and quality. "Our products have their own brands," Golden Ball "is a well-known brand in Fujian; has registered trademarks in 12 countries around the world, and passed the FFC quality certification. Brand, quality, design innovation are in the forefront of the industry. This is the response The root of the crisis. "

Domestic and foreign sales "walking on two legs"

Facing the international financial crisis and the resulting global economic recession, under the guidance of relevant national departments and the policy of expanding domestic demand, furniture exporters began to "walk on two legs" for domestic and foreign sales. However, in an interview with this reporter, although some furniture exhibitors expressed their interest in developing the domestic market, they still thought that how to find a suitable domestic buyer and how to develop this familiar and unfamiliar market are still questions to be solved.

However, some companies have already taken the lead. Xu Qian, head of the exhibition at Hangzhou Ganglong Arts & Crafts Co., Ltd., told this reporter that the financial crisis caused them to suffer 50% to 60% of sales losses, but "exploring the domestic market" did let them see the "dawn." Since March this year, although external demand has continued to weaken, "the company's domestic sales have doubled."

"Domestic sales can enhance the autonomy of the enterprise and avoid the passiveness caused by the export of" ordering production ". Xu Qian said that for domestic sales, enterprises can produce according to the sales of each branch or chain store. This kind of planned Production can not only create inventory, but also help employees increase their income.

Talking about how the company plans to develop domestic sales channels, Xu Qian told reporters: "Take the province as the center and open the sales channel with points and areas. First, we must make local sales stronger and bigger, and make full use of the" brand effect. "It is reported that in strengthening quality investment In addition, Hangzhou Dragon has also introduced German production and processing equipment, and has registered trademarks both domestically and internationally. At the same time, using various exhibitions to promote their own brands, online publicity is also one of the expansion methods. Xu Qian said: "We are very optimistic about the vast domestic domestic market, and the next target markets are Beijing and Shanghai."

Jin Tao, who has many years of domestic sales experience, told reporters that after the financial crisis, the company's domestic sales have made greater strides. At present, the domestic sales share has accounted for more than 70% of the company's total exports. But Jin Tao also emphasized that the maintenance of such a strong position still requires great efforts in product design, development and promotion.