Shunde furniture industry transformation and upgrading high-end to the international is not a dream

Although Shunde is currently adjusting its industrial institutions, the mechanical equipment manufacturing industry has become a new favorite, but it has not changed the "two flowers and one flower" is the most important representative symbol of Shunde's economy. In fact, Shunde is not only trying to support the "new" industry, Shunde has never stopped the transformation and upgrading of traditional industries such as home appliances, furniture, flowers, etc., and the transformation and upgrading of the furniture industry is more urgent.

Recently, two things concerning the development of Longjiang furniture have occurred, which are not known to everyone. One of them happened in April this year. When Longjiang participated in the Milan International Furniture Fair, the relevant person in charge consulted the head of the local furniture association. The other party only gave 5 minutes. Zhang Xinjie, the mayor of Longjiang Town, said with emotion: "Why is the reason? The other side thinks: First, you are not qualified to talk about furniture with us; second, you are not qualified to exhibit!"

The second thing happened at the beginning of this month. Guangdong Provincial Economic and Information Technology Commission, Shunde District Economic and Science Promotion Bureau, Longjiang Town People's Government, Guangdong Furniture Association, Foshan Shunde Furniture Research and Development Institute Co., Ltd. and other five parties signed a joint construction of "Guangdong Longjiang International Furniture Materials" The Purchasing Center “3+2 Promotes the Transformation and Upgrade Agreement of Longjiang Furniture Industry Cluster”, in order to achieve the purpose of fully utilizing the cluster effect of Longjiang furniture industry, industrial transformation and upgrading, and healthy development of the industry.

One sadness and one joy, or just reflect the current situation and future of Longjiang furniture. Hu Zhongxing, deputy director of the Economic and Technological Promotion Bureau of Longjiang Town, said that although Longjiang furniture has developed and has considerable scale and influence after decades of development, there are still many distances from “high-end” and truly international. To change this situation, we must rely on "transformation and upgrading."

While Hu Zhongxing mentioned the gap, he also expressed his confidence in the upgrade of Longjiang Furniture, and said that the "3+2" five-party signing contract, the construction of "Guangdong Longjiang International Furniture Materials Purchasing Center" in Longjiang is the party to the dragon The affirmation of the influence of Jiang Furniture and the affirmation of the achievements in the transformation and upgrading of Longjiang Furniture are also the expression of confidence in the future development of Longjiang Furniture.

Hu Zhongxing also made a new introduction to the current development of Longjiang Furniture, the accumulated experience of transformation and upgrading, and the way to transform and upgrade in the future.

The furniture industry is questioned

Response: The furniture industry can also have high-end, high-output

Shunde City Network: Hello Hu Bureau, Longjiang Furniture is the core element of “Shunde Furniture”, but the development of Longjiang Furniture will also be questioned. Some people even think that Shunde should tighten the furniture industry and free up land to develop higher value-added industries. You can Would you please tell us about the current development of Halongjiang Furniture and your views?

Hu Zhongxing: As the traditional pillar industry of Longjiang Town, the furniture industry has experienced the start-up period, growth period and growth period after more than 30 years of development. It has become the “China Furniture Manufacturing Center” and “China Furniture Material System”. It has entered the upgrade period, and the development trend is still very rapid.

At present, the furniture manufacturing enterprises in Longjiang have grown to more than 2,500, more than 3,000 furniture materials sales companies, more than 100,000 employees in the relevant furniture industry, and seven major furniture raw materials ("raw materials and auxiliary materials") The abbreviation of the professional market has a total operating area of ​​more than 4 million square meters. The furniture products cover solid wood, software, plate, metal, bamboo and rattan, plastic and polyester. The use covers office, family, hotel, leisure, public facilities and other fields, bringing together more than 30,000 high, medium and low-end products at home and abroad. Kind. In 2012, the output value (or sales income) of Longjiang Furniture and ancillary industry reached 30 billion yuan, and the local matching rate of furniture products exceeded 90%. The main export markets were the European Union, the United States, the Middle East, Southeast Asia, South Korea and Hong Kong.

For the development of the furniture industry, I think there is still much to be done. The success of foreign brand furniture enterprises is the model for the growth of Longjiang furniture. Furniture can also be high value-added products. Secondly, the contribution of the furniture industry to Longjiang and even to Shunde is not only the GDP level, but also has a great effect on the development of logistics, catering, finance and other industries.

Of course, Longjiang Furniture has accumulated a lot of problems while bringing scale influence through a certain period of "barbaric accumulation". Longjiang furniture has been commonly known as “big road goods”, that is, products with low technical content, and many counterfeit, low quality and low price phenomena. In addition, the pollution problem of furniture companies has also attracted attention. But all these problems can be solved through "transformation and upgrading" and management measures. We have improved the access threshold for furniture companies and the implementation of measures such as “100% clearance plan for enterprises that do not meet environmental standards”.

Transformation and upgrading have the confidence

Reason: Longjiang furniture is uniquely endowed by nature

Shunde City Network: Yes, the emergence of various problems is not a problem in the furniture industry, but a question of whether the development is healthy. It can be seen that Hu Bureau has great confidence and confidence in the transformation and upgrading of Longjiang Furniture. Then, what is the strength of Hu Bureau for the development of Longjiang Furniture, or what advantages does Longjiang Furniture have?

Hu Zhongxing: Yes, I am very confident. Although there are many problems in the development of Longjiang furniture, and facing opponents from all over the country. The furniture industry in Chengdu, Jiangxi Southwest Kang, Beijing Xianghe and other places has also grown. The development experience of Longjiang and Lecong has been absorbed by many regions, but it is because Longjiang has its unique advantages. I am very confident.

First of all, Longjiang Furniture Development has its brand advantage. As one of the earliest gathering places of furniture production and sales in the country, Shunde Longjiang has formed a regional brand with strong influence in the furniture industry. At present, in the whole country, even in the international market, the words "Shunde Furniture" can be said that no one knows, no one knows, the regional brand of Shunde Furniture has taken shape and has certain market influence. The “Guangdong Longjiang International Furniture Materials Purchasing Center”, which was just signed up, will also become another business card of Longjiang Furniture Industry.

The complete industrial chain is one of the core advantages of Longjiang Furniture. Longjiang is not only a furniture manufacturing base, but also a collection center for furniture raw and auxiliary materials. From the design, production and sales of products to the supply of raw and auxiliary materials, it is very complete. The cluster effect is good. Among them, the sales of raw and auxiliary materials of Longjiang Furniture have been radiated to various provinces and even foreign countries, and it has become one of the largest distribution centers for furniture materials in the country. At the same time, around the furniture exhibition, logistics, e-commerce, import and export, Longjiang also deployed customs, commodity inspection, finance, shipping and import and export agents and intellectual property protection institutions, the industrial service system is quite complete.

In addition, the current production level of Longjiang Furniture has been continuously modernized. With the establishment of Shunde Furniture Research and Development Institute and the operation of the Furniture Materials Testing Center, the furniture industry chain system integrating production, learning, research, supply, sales and trade With the gradual formation, the image of “low quality and low price” of Longjiang Furniture is gradually improving.

One of the four major professional exhibitions of the furniture - the international "Dragon" furniture exhibition and the Asian International Furniture Materials Expo is also the unique advantage of Longjiang furniture development. The two exhibitions attract more than 1.5 million talents from more than 110 countries and regions around the world, providing a huge business opportunity for Longjiang Furniture Industry to expand its domestic and international markets. The development of Longjiang Furniture Exhibition Industry can not only promote the furniture enterprises to go international, create brands, but also encourage enterprises to move toward the high-end links of sales and information industries, and the vitality of Longjiang furniture industry will continue to be reflected.

Finally, Longjiang has a large number of professional raw materials for furniture and auxiliary materials. This advantage is very prominent. At present, Longjiang has seven major professional markets, including Asia International Furniture Materials Trading Center, Longshan Materials City, Haojun Materials City, Asia Pacific Wood City, Longcheng Furniture Materials City, Leading Furniture Materials City and Dongxin Stone Wholesale Market. With an area of ​​more than 4 million square meters, it provides tens of thousands of furniture raw and auxiliary materials for domestic and foreign furniture companies. Longjiang Furniture's professional materials market is second to none in China and internationally.

When the transformation and upgrading are going on

The development direction of the furniture industry is changing

Shunde City Network: The analysis of Hu Bureau is indeed exciting. It can be seen that Longjiang Furniture has changed its direction this year and is no longer a barbaric expansion. Then ask Hu Bureau, what experience has been accumulated in the transformation process of Longjiang furniture industry?

Hu Zhongxing: Seizing the opportunity and introducing the policy is a basis for Longjiang to promote the upgrading of the furniture industry. In the face of problems, we must seize the opportunity to promote the furniture industry to resource intensive, high-end manufacturing, and priority changes in efficiency, accelerate the adjustment of the furniture industry, and achieve an overall improvement in quality. We have successively issued the "Guiding Opinions on Accelerating the Upgrading and Development of Furniture Industry in Longjiang Town", "Longjiang Town Further Encourage Measures to Support Enterprise Development (Trial)" and a series of industrial support incentive policies, which have played a leading role.

Strengthening brand building is also crucial. Although Longjiang has two national brand names, it must also expand the influence of the “Shunde Furniture” collective brand brand to consolidate the leading position of the furniture industry. To this end, we registered the “Shunde Furniture” collective trademark and promoted it externally. We also promoted the Longjiang Furniture Industry Cluster by leading the second China Furniture Industry Cluster Conference to the leaders of 24 furniture industry clusters and industry associations and key enterprises across the country. Advantage. In addition, the “Ming and Qing Furniture – Contracting” issued by the General Administration of China’s Stamps was launched in the country; the production of “Beautiful Furniture, Happy Longjiang” was made to further strengthen the influence of Longjiang Furniture.

Promoting industrial clusters and improving the industrial chain are also the key to let Longjiang Furniture maintain its competitive advantage for a long time. Shunde Furniture Research and Development Institute with national CNAS certification (equivalent to recognition by almost all developed countries in the world); No. 1 Home Creative Industry Park and “Dragon” Furniture Creative Design Competition to help enterprises improve their design capabilities; Guangdong Shunde Home Brands Pavilion will seize the terminal market and will contribute to the development of Longjiang Furniture.

Break through on experience

Advancing toward the high-end, international road

Shunde City Network: The signing of the contract is an affirmation of the development of Longjiang furniture and a support. It is believed that in the future development of Longjiang Furniture, it will also enhance the level of development based on existing experience and innovation, and live up to expectations. So, what are our development ideas?

Hu Zhongxing: In the next stage, Longjiang will continue to exert its experience on the basis of existing foundations. For example, in brand building, it will make use of the “three major alliances” such as the Pan-home alliance, brand alliance and original and auxiliary materials alliance initiated by the Shunde Family Association. It will also increase efforts in strengthening the design of Longjiang furniture.

But in the next stage, we will focus on guiding furniture companies to use e-commerce to seek development. At present, Longjiang has formed two major home e-commerce centers. Among them, the Checheng Fengcheng E-commerce Industrial Park integrates resources such as supply, express, logistics, finance, talents, training, market consultation and other resources in the e-commerce industry chain, and provides “office + warehousing + tally for the network merchants entering the park. + Distribution + collection of goods + network management" and other integrated one-stop service. The leading e-commerce port is located in the leading furniture materials trading market. At present, it has entered about 20 large-scale e-commerce enterprises, including the big forest furniture which is ranked among the top five in Tmall.com. The E-Commerce Port Phase I project operates over 20,000 square meters of space. The project is equipped with well-known network service companies, attracting network operators with high-quality services and abundant resources, and promoting resource optimization and integration and intensive management. In the future, Longjiang Town will adopt a resource strategy of “introduction + support + integration”, focusing on encouraging and guiding furniture enterprises to develop into e-commerce.

Accelerating the development of the producer service industry is also one of our plans. In addition to building a public service platform, we will accelerate the cultivation of the furniture design creative industry to promote the extension of the furniture industry chain, and actively build R&D, design, testing, logistics, and e-commerce. Produce service industry clusters, promote the development of productive service industry, guide the separation of enterprises and auxiliary services, and implement service outsourcing for non-core businesses, thus promoting the upgrading of the furniture industry.

"Industry-university-research cooperation" also has to be taken seriously, which can make the furniture industry extend to both ends of the "smile curve". At present, Longjiang Town has successfully connected with many well-known institutions such as Hong Kong Polytechnic University, Central Academy of Fine Arts, Capital Economic Research Association, etc. We will actively encourage and support outstanding enterprises and internationally renowned design institutions and domestic universities to carry out extensive production. Cooperation in research and research.

Of course, the introduction and cultivation of talents is an indispensable measure. We will introduce and train all kinds of talents through various channels, vigorously carry out vocational training, and improve the quality and level of employees and management talents. Focus on strengthening the training of enterprise product development and design, marketing and major technical workers, and training a group of technical, knowledge and compound talents to make the human resources structure more reasonable. At the same time, according to the development situation and actual needs of the production service industry of Longjiang Furniture, cultivate the service industry talents with strong pertinence and multi-skills and international market development capabilities, and attract more high-level professional and technical talents to start business in Longjiang.

Finally, the “standardization strategy” is very important for an industry to seize the commanding heights of industrial development, and is also a viable way to achieve international influence. Longjiang Furniture will actively explore and establish a furniture standardization system, strengthen the basic work of technical standards, and make the furniture standards have the advanced nature of international standards. With Shunde Furniture R&D Institute as a technical support, it encourages and promotes the full implementation of standardized and standardized management of the Longjiang furniture industry and enhances its core competitiveness.

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