The lack of independent brands has become the biggest resistance to furniture exports.

China's furniture manufacturing enterprises are mainly distributed in South China, East China, North China and Northeast China, among which the export of furniture such as Guangdong is the largest. According to Zhang Jingping, the person in charge of the Green Island Furniture Direct Company, the total amount of furniture exports in the Pearl River Delta region in China is the highest in the country, and the export volume accounts for more than half of the total national furniture exports. Before 2008, most domestic furniture companies' export business profits have been considerable, but after this, affected by the international market environment, many European dealers have closed down, resulting in a significant decline in export business. However, he stressed that this does not mean that there is no profit in the export business, but this year's profit is declining compared with previous years, and the export business of furniture companies in Beijing and other regions has begun to slow down in recent years. The reporter found from the survey that the reduction of export business, in addition to the impact of market environmental factors, the lack of independent brands is the biggest obstacle encountered in the development of furniture export business. Multi-factors lead to a decline in furniture exports. Interview with Wu Nani, vice president of Qumei Furniture, learned that although Qumei has set up a special business unit for overseas export markets, the sales of furniture business has never been large. , about 10% or so. “Qumei has always been manufacturing furniture based on independent design and self-production mode, and the sales direction has always been based on the domestic market.” Wu Nani said, “Qumei’s export volume has not been large, and it is now decreasing. There are still many potentials that can be tapped in the domestic market. At present, it is not the time to shift the focus.” In the export market, they sell products in the form of foreign retailers, and open Qumei shop in overseas. Qumei's series of products gradually established the Qumei brand. However, there are currently no new plans for exporting furniture business. When talking about the current problem of most companies reducing their overseas export business, Wu Nani said that there are four main reasons for the slowdown in China's furniture exports: domestic production costs are rising, prices are not competitive; there is no independent brand; products do not have much technical content. The style is the same. She mentioned that consumers in some developed countries have strict requirements on product quality. If you want to seize this part of the market, you must have your own brand while ensuring product quality, so that you can get a lot of development. Adherence to exports is conducive to product design and development, and some companies that have been very focused on export business have begun to adjust. Exports once accounted for 50% of the company's overall sales of furniture, this year's export business accounted for less than 20% of the company's overall business. Chairman Qiao Yinjun said that in the past, the company's export products were mainly sofas, and the products were sold to more than 70 countries. In recent years, the sharp decline in export business has been mainly affected by the impact of the international market environment and the gradual expansion of the domestic market. Qiao Yinjun said that the export of furniture without independent brands is indeed a major problem for Chinese furniture companies in their overseas business. Until now, most companies have been passive producers of production roles, producing orders for foreign distributors. Moreover, with the decline in global purchasing power and the gradual increase in the production cost of domestic furniture products, the current export furniture business has basically less and less profit. “But we will not stop the overseas export business of furniture because, although the profit is not high, the company itself has benefited a lot from overseas export business. In the communication with foreign customers and designers, we can not only master the most cutting-edge. The trend of furniture promotes the design and development of enterprises, and when exporting to some developed countries, due to the strict quality requirements of products, it also improves the production quality of enterprise products.” Qiao Yinjun said that they are currently exporting overseas. Or domestic sales, enterprises are using the same product production line for unified production, exports can help companies continue to improve products, so that domestic consumers enjoy better quality furniture products.

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