Beijing Furniture Industry Upgrade Strategy Forum

 

Moderator: Distinguished guests, ladies and gentlemen, good afternoon everyone. I am Hu Yanli, a reporter from Sohu. I am very pleased to preside over the dialogue and awards. Thank you very much for your busy schedule to attend the " Furniture Industry Upgrade Strategy Forum and Beijing Brand Awards Press Conference " hosted by the Beijing Furniture Industry Association. Sohu Home Furnishing will report on this event.

Allow me to introduce the guests who are here today. They are:

Secretary-General of the Chamber of Commerce for Furniture and Decoration Industry of the All-China Federation of Industry and Commerce Zhang Chuanxi

Secretary General of Tianjin Furniture Association Gao Tongqing

President of Beijing Furniture Industry Association Chen Zhida

Secretary General of Beijing Furniture Industry Association Yu Xiusu

Editor-in-Chief of Sohu Focus Content Department Luo Zubin

President of Actual Home Holding Group Wang Linpeng

Chairman of Jimei Home Furnishing Zhao Jianguo

Famous marketing management scientist Kong Fanren

Chairman of Qumei Furniture Zhao Ruihai

Chairman of Yifeng Furniture Wen Shiquan

Chairman of Strong Furniture Zhang Fucai

Chairman of iResearch Sui Youbin

Chairman of Netlier Xue Yuming

Chairman of Feitong Furniture Qiao Yinjun

Deputy General Manager of Tiantan Furniture Wang Zhijun

Thank you all for attending.

Today, let us focus on the Beijing furniture brand, backed by a population of 20 million, Beijing furniture companies are building a world with their own advantages in the increasingly fierce industry competition. Beijing furniture people use their own ideals, beliefs, wisdom and sweat Achieved the legend and leading style of the industry brand.

With this grand event in the furniture industry, we invited elites, economists, and industry leaders from the industry to gather together to discuss the industrial upgrading of Beijing ’s furniture industry and enlighten the innovative thinking of development. At the same time, we will also announce the Beijing brand List of 23 companies.

First of all, please invite the President of Beijing Furniture Industry Association Chen Zhida gave a welcome speech for everyone, please applause!

[Chen Zhida]: Dear leaders, distinguished guests, furniture colleagues, media friends, good afternoon, everyone is happy to be here today, to participate in the Beijing Furniture Industry Upgrade Strategy Forum, and the " Beijing Brand " award press conference, Here, on behalf of the Beijing Furniture Industry Association, I would like to extend my warm welcome to the leaders and guests, and to express our lofty respect to the enthusiastic participation and support of our colleagues in the furniture industry. Thanks!

As we all know, with the development of urban construction in Beijing and even the whole country in recent years, Beijing Furniture has achieved unprecedented vigorous development, which has spawned a large number of representative and competitive large platforms, which has formed Beijing furniture selection, environmental protection, and positioning high-end. Set stylish performance characteristics. This is the result of joint efforts, and it is also the concentration and experience of the essence of the Chinese platform. It is precisely the hardworking, honest and trustworthy spirit of Beijing furniture people that Beijing Furniture has won the reputation and reputation of fine products. The selection of the " Beijing Brand " was conducted by the Beijing Furniture Industry Association through strict standards review of the members of the " Beijing Brand " to form a strong strategic alliance and spread it out loud.

In 2008 , the world experienced the impact of the economic crisis, and our country is no exception. We responded calmly and steadily pursued development. With the past of the financial crisis, various domestic favorable policies and situations have been continuously realized, coupled with market competition, occupying more of the competition Favorable position, grasp the market initiative, the association specially created this forum. After the main purpose is we want to get together to discuss the implementation of the Beijing furniture industry upgrading strategy, "Beijing brands" issue, issued a "Beijing brand" honor, we would like to invite any marketing management expert Fan teacher tricks to furniture brand Everyone gave a speech, and I believe everyone will have a good time. If you want to continue the conversation, please contact Teacher Kong after the meeting. I would also like to thank Beijing Bailian Zhiqiang Advertising Co., Ltd. and Beijing Liangdang Design Co., Ltd. for your strong support to the association for this forum. Finally, I wish this forum and awards event a complete success, and I wish you all The guests are in good health, thank you all!

[Moderator]: Thanks to Chairman Chen ’s wonderful speech, the following welcomes the editor-in-chief of Sohu Focus Content Department Luo Zubin made a speech, please.

[Luo Zubin]: Dear leaders, distinguished guests, and friends, good afternoon. First of all, on behalf of Sohu, I would like to express my warm welcome and heartfelt thanks to everyone for coming! The Beijing Furniture Industry Upgrading Strategy Forum is a grand event for the Beijing furniture industry. In recent years, with the rapid development of the real estate industry, the furniture market has been unprecedentedly active. A number of representative and competitive big brands have appeared in the Beijing furniture industry. These brands are unique in Chinese furniture with their distinctive styles. Sohu Focus, as the leading domestic furniture portal, focuses on the development of real estate and furniture industries including furniture in an objective and fair manner. In daily reports, we focus our attention on brand companies to survive and grow. In addition to news, we also pay special attention to the most abundant reports in special topics, interviews, events, forums and other media to present all aspects of brand innovation, concept innovation, concept innovation, service innovation, product innovation and marketing innovation of home furnishing companies.

With the development of the home furnishing industry today, competition in the industry is becoming more and more fierce. Furniture companies can only continue to develop with the market's footsteps to design and produce market-oriented products, because the right to take the initiative is completely in the hands of consumers. Sohu Furnishing grasped this trend in time. Sohu Furnishing ’s China Home Furnishing Industry Economic Index Research Center just released an analysis report on China ’s stylish home furnishing needs at the end of June . This is the first part of the survey on the trend of home furnishing fashion in Chinese fashion cities. In the following, we will also publish home interior style awareness survey reports, home interior influence analysis reports, and home interior popular interpretation reports. These research reports will be very powerful decision-making references for home furnishing companies to understand consumers' hearts and understand the market.

Sohu Focus can achieve barrier-free cross-border communication in finance, home furnishing, fashion, tourism and other industries. We work with the Beijing Furniture Industry Association and industry colleagues to create a better future together. I wish this forum a complete success. Thank you all.

[Moderator]: Thanks to President Luo ’s speech, how does Beijing ’s furniture industry go from one glory to another, and how to carry out enterprise self-breakthrough and overall upgrade of the industry, let ’s enter our elite dialogue.

Dialogue guest: Chairman of Yifeng Furniture Wen Shiquan,

Chairman of Strong Furniture Zhang Fucai,

Sui Youbin, Chairman of Ai Ruisi,

Chairman of Netlier Xue Yuming,

Chairman of Qumei Furniture Zhao Ruihai,

Deputy General Manager of Tiantan Furniture Wang Zhijun

From the financial crisis in 2008 to the New Deal in the housing market in 2010 , the furniture industry experienced many troubles. Breaking the balance and development speed of the entire furniture, we found that the entire home furnishing industry has entered a comprehensive period of adjustment. New opportunities and challenges have brought us another upgrade in the home furnishing industry. We invited six guests on this topic of upgrading. Then let us discuss together. Because time is limited, we hope that all guests will express your special ideas in the most refined language, and the time for advertising will be saved.

Let me talk about the first question first, because to discuss the topic of upgrading, it is more important to look at the status quo? We have focused on this topic in the New Deal in the property market. At present, the New Deal in the property market has been implemented for more than two months. For the impact on the entire home furnishing industry, I would like to throw this topic to our General Manager Wen. Let ’s take a look at the impact of our New Deal on the property market.

[Wen Shiquan]: The pressure to speak the first one is relatively high, especially our General Manager Zhao is more stressed underneath. If we talk about positive topics, we feel that there is indeed pressure, and it is not necessary to be negative. I think the difference between the past two years and the usual one is the government's macro-control. The sales in May were 2,859 units, which was a decrease of 25.69% compared with the same period last year . This data has changed a little. I only talk about me on behalf of Yifeng Furniture The view of the company is definitely difficult for enterprises. In this case, it is still a positive view of this market. In the long run, macroeconomic regulation and control in the real estate industry is definitely a good thing. We know that since last year we started to buy a house, large-scale investment was made, and rigid demand was not released. There are many people who get married or have children, but still haven't bought a house. But buying a house with this investment should say that buying a house has no positive impact on our furniture consumption. After short-term adjustments, the state of people holding money to buy gradually improves. Secondly, I think furniture is not as difficult as imagined. I am a more offensive person. I also told my men that we will do three things well now. The first point is to dig deeper and refine the enterprise. Under normal circumstances, when there is no time, focus on production when sales are good and quality when sales are poor. The second is to accumulate food that we usually do not have time to do, because we have been developing rapidly and do not have time to do the work, and improve it as soon as possible. Third, do not become kings. What does it mean not to be king? There is usually no capital to become king. In this case, competitors should not be as polite as they used to be, how many people enter the store, saying that there are usually 200 manufacturers, nearly 400 people each grab two people, can you grab six to eight now? Individuals are more offensive to save their physical strength before making certain contributions to the industry. This is my point of view. Overall, it has an impact.

[Moderator]: What do you think of the market in the second half of the year?

[Wen Shiquan]: In the second half of the year, I think the market is a shuffling process. From my perspective, I think it is still cautiously optimistic. If the water is going to flood the waist, it may have died a lot underneath. Our position as a part of the furniture industry, I think it is quite comfortable to live now. The furniture industry has not had much competition in recent years. Generally speaking, it is easier to do, and it is already very happy compared with the home appliance and clothing industry. We had no reason to complain when the second ring road and third ring road were complaining. Mr. Zhao has been investing heavily. Jimei ’s shuttle buses are increasing. Other home cities are also robbing. To do better in Jimei ’s work, we make more money for subsidies. In other home cities, I personally think that life is quite comfortable.

[Zhao Ruihai]: Since the introduction of the New Deal in the central property market, we have been paying attention to it, but it has not been reflected in the home at the beginning. I feel that it may have appeared from the most recent one, that is, in June. The single store is in the country or in Beijing. Store sales have declined.

[Moderator]: Can you tell us how much?

[Zhao Ruihai]: It has been two weeks since the serious decline, but how fast is this decline? We can't tell, but I think it should last for a few months.

[Host]: What about the second half of the year?

[Zhao Ruihai]: The sales situation is not very optimistic. It seems that the number of furniture stores will decline, but it may be like our brand furniture, because there are more stores, the rate of decline is not as fast as the speed of opening stores, so the point of decline has been compensated for, and the final account should still be rising. But this is not the case with general manufacturers, because you can't make up for it, go to other people's stores, others don't want you, so you can't open the store, you can't open the store, and your number can only follow the trend, I think it is brand furniture It's okay.

[Moderator]: Mr. Wen said not to let the exercise of the wolf nature of the employees, do you feel that their wolf nature has come up?

[Zhao Ruihai]: Now everyone has n’t worked on that one.

[Moderator]: Is the impact of the New Deal in the property market on us smaller or larger than in 2008 ?

[Zhao Ruihai]: 2008 is a few months ago, I think it will be more than 08 this time . Some companies worked well in 2008. Some companies were intimidated, but those bold people still took advantage of it. I think it ’s better this year than in 2008 , but it ’s not necessarily long. I think it should be better next year. .

[Mr. Fan]: After May 1st, we started to decline overall. It seems that yesterday when we talked about this topic, first-tier cities will definitely be more serious, because we belong to the whole country, we have many stores across the country, like second- and third-tier cities, their days It seems to be better. From the sales volume, the products from the bottom are still selling very well.

[Moderator]: President Qiao, facing so many difficulties, where are its challenges and opportunities?

【General Qiao】: Regardless of whether the Beijing furniture circle or the national furniture circle survives, on behalf of the Beijing furniture industry, first of all thank the leaders of the association, regardless of the leadership provided to all our companies, including this platform, and I also thank us Actually, Mr. Zhao from Wang Family Jimei provided us with a platform. If there is no leadership support, many of you may die long ago.

I think now is the development of the bridge, with the national macro-control bit, the New Deal housing market, including the introduction of export tax rebates for 406 varieties canceled on February 20. In fact, for me, the greatest impact. Because at present we are still good, the current foreign debt crisis also has an impact on exports, and the countries that have just come out are preparing to adjust the distribution system. I think it will definitely affect our industry. The distribution system is mainly for low-income people and may involve all households. Production workers on the front line of the enterprise. There are some impacts. In this industry, why does the country put forward a scientific development concept, and the country puts forward a scientific development concept, including macro-control and industrial structure adjustment, all for the development of the industry, and the reform must be painful, regardless of the store upgrade In fact, an enterprise also needs to be upgraded. I personally think it is still a changing development process, or adjustment during development. On the whole, it is positive. I have always advocated a positive mentality. Personally, as an enterprise or as an industry, we cannot change the national real estate policy. Our industry cannot solve it. An enterprise CEO There is no way to solve it. The only solution I think is our own mentality. If we use a positive mentality to deal with the current real estate policy or other policies, we should think about what our company does. If we think about it, as a What problems should business leaders solve? How to improve your corporate culture, lead your team, etc.

[Moderator]: Thanks! Mr. Sun, who was sitting in the middle, claimed to be the most unemployed person. As a representative of the furniture industry today, how does Chairman of Real Creation Furniture feel about us?

[Sun Wei]: As a home improvement section, we perceive the information in advance. In fact, it has been three or four days recently. We have already felt that a large number of policies have entered the market. In fact, we will get better soon. In fact, we are not the first to feel it. Two months ago, we felt that the home improvement was falling sharply, and the furniture was affected one month later. There are a lot of policy houses entering the market now, so I think you can adjust your strategy, and you can make targeted adjustments to the purchase of furniture for policy houses. Beijing every year there are more than 150,000 couples married in the wedding room is very large market. If you do n’t buy a new house, you will install an old one. In this respect, we feel that the impact is not particularly large, and even less so in terms of the national market. I went to Xianyang to do market research and made 11 calls. Nine real estates were sold out. Only two real estates had spare rooms and only six sets. Therefore, it is very popular in the third-tier cities. We can't feel the New Deal in the property market. As a recruit in the furniture industry, we feel that this industry is particularly good, full of vitality, and the market is huge. The future is very good.

[Moderator]: When do you predict the whole market will heat up?

[Sun Wei]: It is starting to pick up slowly now. The effect of the New Deal in the housing market for two months has already been seen. Everyone has seen that house prices have fallen. Now it ’s time to sell. Only need to reflect the leverage of the bank, It will return to normal soon, and consumer demand is like an endless stream of spring water. There was a release after SARS in 2003 and a release after the financial crisis in 2008. I think there must be a release in the second half of this year.

[Moderator]: With President Zhang on the field, you just got a little dizzy when you got off the plane. It is estimated that I heard this view of Mr. Sun from Shichuang, which is exactly the opposite of your point of view. What do you think?

[Zhang Fucai]: Now the furniture has declined compared with previous years in more than ten days, but Sun Wei felt that we still hope that the furniture is good. Can the house sell our furniture?

[Moderator]: Tiantan Furniture is a brand with a long history. If you take a look, you should jump out of the New Deal and talk about the entire Beijing furniture industry. Do you think that at present, what room can we improve for the entire Beijing furniture industry? ?

[Wang Zhijun]: Tiantan Furniture everyone knows that the company was joint venture in 1956. Later, as the market developed, there were some suits and other furniture. I think it is an opportunity to catch up with Beijing. In 2008 , a word that people often talk about, crisis, looking for opportunities from crisis, I think it is another opportunity now. There are not many furniture business districts in Beijing, but in 2008 , Jimei Household opened many stores. This time it is another shuffle. I think it is another opportunity for these brand furniture, especially we have a strategy to go out. I think it is a good opportunity now, especially Tianjin is next to us. There is a big business circle in the Bohai Rim. There are many opportunities. I have also been to Tianjin recently. The market there is very good. Some new buildings will be handed over at the end of the year. . Taking this opportunity, I feel that these home furnishing brands should adjust their opportunities in all aspects of brand building, how to develop their own brands, and product development. Take this opportunity to improve their own quality and design. After this round Some bad ones, whose vitality is not very strong, will be eliminated this time, but good brands, big brands will become stronger and stronger after this time.

[Moderator]: The impact of the New Deal in the housing market on the current situation, I still want to jump out of the New Deal in the property market and take a look at the entire Beijing furniture industry. What do you think of the current development of the Beijing furniture industry that needs to be improved?

[Wen Shiquan]: Some problems should gradually appear during the development process. We will solve the problems when they arise. I think those people here are sitting here to solve the problems. I do n’t think it matters. The second is that in the process of reshuffling Beijing, there were few people when I made furniture 15 years ago. I think it is simpler. What can we change? Now whether it is the New Deal in the property market or some jobs, can the salary of the first employee change? I do n’t think it can be changed. A few days ago, I also talked about what is a harmonious enterprise in a forum in Guangdong. The boss often compromises to be harmony, which increases employee income. South Korea and Japan have followed this path. We can't solve the price of raw materials. Now the sheet has risen a lot. The sponges used to make sofas and the oil are all rising. The rapid growth of the Third Furniture City can't be solved. This is a chronic shuffling process. The only thing that can be done is to adapt to it. The rest is king, and following the store to the end should be the best result. From the perspective of the store, still adapt, try to make some share as much as possible during the activities of the store, how will it develop in the future? The topics that all of us present only represent our own ideas, and still adapt to the development of the market. Without problems that we cannot solve, our company will fail if we cannot solve them. I am chatting with these good friends. I said that there is something wrong with us. We can find a way to solve it. If we can't figure it out, we will get rid of it, we will withdraw from this stage of history, right? Thank you!

[Moderator]: At present, companies in Beijing and Shenzhen frequently go northward. General Manager Wang and General Manager Zhao feel that they are hyped in Beijing, including Sichuan enterprises, and they have also begun to enter Beijing. How do you view this problem? Do you think that the Beijing furniture industry should also gradually, or from now on, have to enter the country with a high profile, or become a national strong brand.

[Qiao Yinjun]: First of all, those who are basically here are all entering the country with high profile. We still do things with a high profile. If Sichuan enterprises come to Beijing, I think it is a good thing for Beijing. Only competition can develop Only if they inspire us can we do better. I have been emphasizing one sentence, good is a better enemy. If you already feel that you are doing well, you ca n’t do it without pursuing better. No matter how high the mountain is, no one can be higher than a person, no matter how big the enterprise is, no bigger than the boss. The same is the sun, some people say that the sun goes down every day, some people say that the sun rises every day, everyone has the same view of the sun, the same is true of the market, there is no development without competition, there is no store to promote us, Some people may say that no matter Mr. Wang, always let us go to the store, forcing us to develop fast. If there is really no national expansion of the home, our non-same furniture brand will definitely not go to the country, it depends on your boss's mentality and how you deal with the problem.

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