For most furniture companies, the past decade has been imitating, interpreting, and groping for 10 years. In the past 10 years, China's furniture companies have grown rapidly and become another new hotspot industry in the field of consumer goods in China after the home appliance industry. In the past 10 years, the growth rate of China's furniture exports has averaged 26.06%, which is unpredictable by the world's furniture industry. In the first decade of the 21st century, the furniture industry has developed from a fringe industry to a high-profile industry with an annual output value. Doubled, each company has also changed from being a product to a marketing expert...

Now, when we stand on the starting line of the next decade, from 2011 onwards, the furniture industry will face a new environment. The national economic policy has changed, the labor cost has been raised, and the foreign trade environment has been surrounded by all sides. After years of accumulation and development, China's furniture industry has stood on the eve of great integration and restructuring, facing the upcoming competition of industry and market. Great changes, where will the furniture industry go in the next decade? What are the key words that affect the furniture industry in the next 10 years? Sohu Home Furnishing Channel hopes to bring some useful references to the industry through our interpretation.

Keyword 1: Bipolar (Made in China to China, World Factory to World Market)

[Interpretation] Since the reform and opening up, China has seized the opportunity of economic development and completed the things that other countries need to complete in 100 years and 200 years in 30 years. The most important manifestation of this miracle is that "Made in China" has flooded the world like the tide, especially in the United States, Europe, Japan and other developed countries.

For the furniture industry, China has become a major country in the world of furniture production, and in 2005 completed exports of 13.767 billion US dollars, in one fell swoop over Italy, becoming the world's largest exporter of furniture. But behind the massive exports is a hidden worry, because almost all of China's furniture exports are OEM and OEM, which only stays in the low-level stage of “Made in China”. To "create in China," we must take the road of branding, research and development, production, and sales. This is a bipolar: from "Made in China" to "Created in China", from "World Factory" to "World Market", in the next 10 years, China needs to transform itself into a furniture manufacturing country and become a furniture manufacturing power. Need more courageous furniture companies to explore and explore.

Keyword 2: Internet

[Interpretation] The Internet in the first decade of the 20th century has increasingly demonstrated its enormous power. The Internet industry has gradually integrated into a traditional industry from a relatively independent industry. Under the influence of the Internet, the upstream of the industrial chain of traditional industries has become more and more important.

In the past two years, the Internet has demonstrated extraordinary strength in the traditional furniture industry. It is not difficult to find out that some furniture companies have been working hard to open up new networks on the Internet since the beginning: from the initial simple products and companies. The release of information, the display of corporate image and culture, the title of related columns, the opening of online events, and even the launch of electronic malls... All of these have conveyed to us that the marketing of furniture industry is about to face in the Internet age. A new pattern of new patterns. The Internet, for the next 10 years of the furniture industry, will definitely be an important keyword.

Keyword 3: Capitalization

[Interpretation] According to incomplete statistics, the overall output value of China's furniture industry is about 670 billion yuan, which is comparable to the pillar industries such as real estate, automobiles and home appliances. It is a pity that the 80,000 furniture companies in the country are scattered and small "stars" and lack benchmarks. In the classification of the furniture industry of the Shenzhen Stock Exchange, there are only four listed companies, and the total output value does not exceed 10 billion yuan. The Swedish IKEA (view map) sales revenue in fiscal 2009 reached 21.5 billion euros.

Is it to use capital power to achieve qualitative change, or will it continue to be a small star in the night? After hundreds of years, Red Star Macalline (view map), Huayuanxuan and other batches of furniture companies lined up, everyone is vying for a long-lost "royal" opportunity. For many Chinese furniture companies that are trying to "long the door", the capital pusher has an irresistible temptation.

The owners of furniture companies, which have always been "not bad money", are almost all private capital, have changed their minds and are eager to move from pure industrial operation to capital operation. The scale of the furniture industry of 670 billion yuan has given a huge space for wealth imagination of numerous VCs, and it is an indisputable fact that the furniture industry is still in a fast-rising channel driven by the strong consumer demand brought about by the urbanization process in China.

Under the impetus of capital, big fish eat small fish, fast fish eat slow fish, this is an indisputable fact in front of furniture companies. Capital predators have a positive role in promoting the development of China's furniture industry, but the company's mentality is also very important: in the end is to use capital to complete great business dreams and achieve commercial value? Still want to circle money, cash out, create a financial bubble? In any case, the capitalization of Chinese furniture companies will increasingly become the focus of the industry, which is an indisputable fact.

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