The mahogany furniture industry is experiencing a new round of "global hoarding tide"

On the one hand, the price of mahogany furniture that participated in a large number of exhibitions has dived in succession, on the other hand, it is the "steady price increase" that some self-proclaimed "high-end merchants" of mahogany furniture claim. In a further follow-up interview with people in the mahogany furniture industry, a reporter from the Economic Reference Daily found that with the enhancement of global capital liquidity and the intensification of competition in the operating concept of the mahogany furniture industry, the "market chaos" of mahogany furniture is gradually being "Large wave of sand", while at the same time, more funds began to flow into Southeast Asian countries and African countries, the mahogany furniture industry is experiencing a new round of "global hoarding tide."

The price difference is due to chaos in the industry

"Actually, the most afraid of singing down prices is precisely the dealer who is desperately hyping the so-called 'high-end mahogany furniture'. They have only been able to hoard goods since last year, and they always have to find someone to take orders."

Fujian Xianyou is one of the birthplaces of mahogany furniture in China. As a representative of the production of mahogany furniture, "Liantianhong" has adopted a rapid expansion method in just a few years. The "non-compromising" sales method of bargaining has continued to stabilize the mahogany furniture market in 2009-2010, when prices are the most sluggish, and the consumption concept and value positioning of mahogany furniture are clearly defined.

The chairman of "Liantianhong" Li Jineng summarized the current market situation of mahogany furniture with "who knows who is swimming naked when the tide is low": "China-ASEAN Expo has a situation where mahogany furniture changes from 'sky price' to 'land price' Unexpectedly, because the mahogany furniture market is indeed very chaotic, let alone consumers and enthusiasts can't understand it. It is the so-called experts, scholars and authorities in some industry associations, and they cannot guarantee that the mahogany they bought is an authentic product. "

Li Jineng said that the mahogany furniture market has existed for a long time with sub-good and false, which has caused the price difference of mahogany furniture to a great extent. Such good mahogany furniture can only be “waxed” but not “painted”, but many so-called mahogany materials do not have high-level drying equipment during the drying process, and they can only cover the defects by painting in the end. He said: "The current national standard allows the use of a small amount of 'white edging' (wood sapwood, which has a lower hardness than heartwood, is easy to be moth-eaten, cannot be permanently stored, and is cheap), which just became a barrier for a considerable number of merchants to counterfeit. Mahogany furniture does not allow the use of any materials other than mahogany heartwood. "

Many industry insiders interviewed by the "Economic Reference News" admitted that due to the difference in raw materials and materials used in mahogany furniture, it is difficult for both industry associations and relevant departments to supervise, which has led to the existence of mahogany furniture. " The booming prices have also made it difficult for households to "wander at the bottom".

Chen Lilu, an industry person who has been engaged in the sale of mahogany furniture for many years, said: "In fact, it is the dealers who are desperate to speculate on the so-called 'high-end mahogany furniture'. Orders only work. Only the 'Redwood Carrier' that truly conforms to market rules and has a chain brand effect will not suddenly raise prices. "

Appreciation is expected to trigger a global "hoarding tide"

"Because the source of the mahogany furniture is chaotic, it is the expert of Niu Niu, and one or two times out of ten, it will be possible to invest and buy one or two sets of play. It is indeed too risky to store goods on a large scale."

A number of mahogany suppliers from Southeast Asian countries interviewed by reporters from the Economic Information Daily said that from the second half of 2009, many domestic mahogany furniture manufacturers went to the local area to purchase mahogany raw materials. These raw materials include: Huanghua pear in Vietnam, red rosewood in Laos, rosewood in Myanmar, some misguided merchants even went to Africa to order chicken wing wood in large quantities.

Mo Tanbi, a raw material supplier from Africa, said, "Some new investors are often misled by deliberately hyped" old seniors "," industry experts ", and" industry associations "who travel to Africa to hoard and actually have no hoarding value. 'Chickenwing wood'. Therefore, in this sense, the mahogany furniture industry is setting off a 'global hoarding wave'. "

Zhang An, an investor who owns shares in multiple mahogany furniture companies, told reporters: The biggest feature of 2009 was that the domestic mahogany furniture market initially "finished" the overseas market, and a considerable portion of the funds went to foreign markets. He said: "From 2010, the price of rosewood furniture began to recover, but it did not rise to the price in 2007 until October. As soon as the news of the recent US $ 600 billion US issue came out, it triggered the entire rosewood furniture market. Climb quickly from the bottom. "

However, there are also merchants who are worried about the global stockpile. Feng Zhiyu, a merchant who made high profits when the mahogany furniture soared in 2005-2007, said, "After October this year, the prices of some mahogany furniture have indeed improved. Many people also hope that I take the lead in hoarding furniture, but I still dare not take this risk. Risk, because the source of mahogany furniture is chaotic, and it is the expert of the cattle. When it is seen once or twice in 10 times, it is possible to make an investment to buy one or two sets of play. Large-scale stocking is indeed too risky. "

"Every mahogany must appreciate" is a big wrong idea

"The mahogany furniture without good craftsmanship and styling will not only not appreciate in value. Once it is confirmed that it is right, it will not be a problem of falling prices, and some will even become worthless."

In the context of increased global liquidity, mahogany furniture has become a "preservation and appreciation" product that some people are keen to collect. However, many experts interviewed by the "Economic Reference News" reporter believe that, to really get out of the trough, mahogany furniture must achieve "steady appreciation" from "floods of fakes" and "cross-products" to "brand chain" and "after-sales service" "Deep Transformation".

Zhang Yaozhen, the chief engineer of the "Liantianhong" furniture company, said that a big wrong idea in the purchase of mahogany furniture is that "every mahogany can appreciate in value." In fact, mahogany furniture pays attention to "shape, material and art", and there is no good craft and shape of mahogany furniture Not only will it not appreciate, but once it is confirmed that it is right, it will not be a problem of falling prices, and some will even become worthless.

"Redwood furniture" must rely on brand stores and direct sales model for after-sales service. Since good mahogany furniture uses waxing technology, wax maintenance and repair have strict requirements every year, but only in this way can the furniture maintain its long-lasting effect. The lacquered mahogany furniture is mostly sub-filled. This kind of mahogany furniture is supplied by people and cannot be used. If it is damaged accidentally, if it is not returned to the factory immediately, it will be exposed to the air. Combined, there is a phenomenon of deformation or bursting.

Zhang Yaozhen said: "Some of the mahogany furniture in the exhibition is painted rather than waxed, so it is not surprising that the price is less than 200,000 yuan."

"Stable appreciation" is not "getting rich overnight." Calculated based on the average rate of increase in residents' income since 1949, excluding the hype factor, the annual value-added range of mahogany furniture is only 20% -30%. This value-added rate is still based on a considerable portion of mahogany furniture that has a rough production process every year. On the basis of being eliminated.

Wu Shubiao, a Guangdong redwood dealer who has been in the mahogany collection industry for many years, said: "The information of mahogany is difficult to be transparent. The so-called 'resources are scarce', 'a treasure to be handed down', 'one tree raises three generations' ... good The mahogany furniture is often damaged by a considerable number of other people's companies. Most of the mahogany furniture has become worthless due to counterfeiting and sub-optimization. The expectation of being stuck is that some people take orders, and those who rise up also hope that Rose even higher. "

Li Jineng believes that in the field of mahogany furniture, there are indeed groups that stick to traditional thinking and are willing to "hoard goods to rise". This group does not realize the rapid changes in consumer hotspots, the rapid growth of consumer knowledge levels, and the continuous improvement of consumer capabilities New situation. He said: "There are very few companies in the national direct mode, and few companies can provide appreciation, identification and after-sales service capabilities. But as long as a few years, after consumers have cultivated various awareness Good days will come to an end. "

Interview notes: clean up the chaos and guard against interests "kidnapping"

The reporter's strongest feeling in the interview is that there is certainly room for appreciation in this type of industry, and there is a huge "benefit promoter": often the "hot money" that has benefited from the hype has successfully "abducted" a large number of " "Industry", so that "industry" completely stood on the side of "hot money"

When the reporter interviewed in the mahogany production and marketing area, a question that always haunts me is: As the most ordinary consumer, how to estimate the "appreciation space" of mahogany furniture.

Measured from the perspective of increased liquidity, the price of mahogany furniture will undoubtedly resume its upward trend soon. However, this round of mahogany furniture's upward trend is based on the financial situation. According to the purchasing power, it will definitely not return to the original level. What's more, this price is "possible to reach" under the circumstances that the various chaos in the entire industry have not been well-known to the general public. In this sense, this rising trend of mahogany furniture is undoubtedly the building on the beach.

In just a few years, reporters from the Economic Reference Daily have written a series of manuscripts of Pu'er tea from "the skyrocketing prices" to "falling to the bottom", and the mahogany furniture on the "rolling coaster". The strongest feeling in the process of manuscript writing is that there is certainly room for appreciation in this type of industry, and there is a huge "benefit promoter": often the "hot money" that has benefited from the hype has very successfully "kidnapped" a large number of " The "industry insiders" make the "industry insiders" completely stand on the side of "hot money", and are unwilling to face the many problems in the industry and seek the road of development in the original source.

After the news that the US issued over 600 billion U.S. dollars in currency, a considerable number of people in the domestic mahogany furniture market are undoubtedly cheered. In their view, this is undoubtedly a "new opportunity" to push up the mahogany furniture, and it is also interpreted as "mahogany furniture." "A new myth" that preserves and adds value. However, in the view of reporters, as long as the various messes of mahogany furniture are not cleaned up one day, this industry will always face the danger of being abandoned by consumers. It's hard to imagine that fake and rampant markets with sub-optimal prices and huge price differences will attract more and more consumers to participate.

Mahogany furniture belongs to a typical "100-year industry". It is not only furniture that can be preserved for 100 years, but also a century-old enterprise and a century-old reputation.

Industry exposure: Why did I quit and quit the industry association

The industry chain of this industry is that "old birds" eat "little birds", "little birds" eat "rookies", "rookies" eat "outsiders"

"Only willing to talk about price increases and unwilling to talk about industry chaos; only willing to formulate 'standards', unwilling to implement monitoring; only willing to hoard stocks, not willing to solid innovation; only willing to 'blow high' prices, not willing to warn "Risk." This is the "industry secret" he confessed to reporters when he interviewed a person in the mahogany furniture industry who had joined the local mahogany furniture industry association and then angrily withdrew. After repeatedly asking reporters not to disclose their names, this industry insider revealed the "industry mysteries" one by one to the reporters.

--- The mahogany industry chain is very long, and speculation factors lead to higher profit margins, which may reach thousands of times.

The industrial chain of the whole mahogany furniture is very long. Under normal circumstances, the profit margin can only account for 20% -30% of the overall price. This means that in the entire industry, the purchase of raw materials accounts for 30% of the cost, storage and transportation accounts for 20% of the cost, and design and labor accounts for 30% of the cost. The rest can only be managed and sold to make money.

However, since 2004, the entire profit chain in the mahogany furniture industry has been reversed. Purchasing, storage, and purchase costs accounted for less than 10% of the price, and storage and transportation accounted for only 10% of the profits. Some merchants even achieved profits through speculation. Dozens of times the original profit. Many mahogany furniture dealers instead only engage in storage and storage, not processing or transportation. The situation at the time was: "As long as you have the raw materials in hand, you can wake up overnight and make a 10% -20% profit."

--- When the tide is high, everyone is "floating". After the low tide, the naked swimmer also looks forward to "the emperor's new clothes".

In 2004-2007, when the price soared, no one from the so-called industry associations gave me a risk warning signal, which caused me to purchase a lot of raw materials, many of which were still stored in Vietnam, Laos, and Cambodia. Even when the price was the highest, no one from the industry association I joined stood up to remind everyone to pay attention to the industry risks. The text messages sent to the mobile phone and the information transmission in the association were also "a happy time" that was "prosperous". It was after the bubble burst that I quit the association angrily.

Since the second half of 2009, after leaving me aside for more than a year, many people under the banner of various industry associations, information associations, processing associations, warehousing and logistics associations came to contact me. Knowing that I still have ingredients in hand, I hope I can take this opportunity to fry more. A widely circulated statement is: "Now the state regulates the property market, a lot of funds are being withdrawn from the property market, gold is almost speculated, and mahogany furniture will definitely become the next export."

I also hope that I can make a fortune, but "the heartache" once told me that mahogany is very similar to jade and jade. Many things are unclear and unclear than the stock market. I just want to manage my one-acre, three-point land well, and I will not participate in the hype. I will definitely not look forward to putting on "the emperor's new clothes" after the ebb tide.

--- There is no standard implementation, no "agents", no direct sales, and no hype, no sales, which is the biggest crisis in mahogany furniture.

I have also been in this business for almost 10 years. The so-called "industry associations" that I joined in the past few years, and the so-called "enforcement standards" promulgated by some places are all empty talk. There are few that really follow the "standard". Why is mahogany furniture not like teak, oak, or ash wood, it has direct stores and after-sales services, but is only engaged in agents and chain stores, because everyone is used to hoarding materials and touting "quick money". Few people are willing to do a solid market, honestly rely on "take the amount to win", small profits but quick turnover.

The industry chain of this industry is: "old bird" eats "little bird", "little bird" eats "rookie", and "rookie" eats "outsiders". The real "big crocodile" is still the person who has the initiative to make a large sum of money. The most terrible thing is that no one in the country dares to say that he is an authoritative expert, because experts always look away.

"Economic Reference News" reporter recently learned from the Shanghai regional market, due to rising costs, rosewood furniture prices steadily strengthened. Industry experts suggest that, as a classical art furniture, mahogany furniture has a collection value far exceeding the investment value, and consumers should first value its collection value.

The main reason for the rosewood price increase is the rising cost

In 2007, the mahogany furniture market was "brilliant", but with the advent of the financial crisis in 2008, the mahogany market began a two-year "decline" period. Today, mahogany furniture has basically ended the period of price shocks, prices have basically stabilized, there is only a slight increase, the reason for the price increase is relatively simple, hot money injection is only a few cases, the main reason is the increase in labor costs and raw material supply and demand imbalance .

"We just adjusted the price once in October this year, and about 85% of the product prices have increased by 5% to 10%." A person in charge of a well-known rosewood furniture company in Shanghai said that there is still some room for rosewood furniture prices. The cost has risen very sharply. Although the price adjustment of our company's products is very large, it is still far less than the cost increase, so the price may be appropriately increased at the end of the year. "

Jia Dejie, deputy chairman of the Redwood Professional Committee of the Shanghai Timber Industry Association, said that at present the price of mahogany furniture will not fall sharply. It's more than double, the next big red rosewood, black

Mahogany furniture and lumber are at the stage of "price but no goods". Although the price of Huanghualimu has exceeded 2 million yuan per ton, there is actually no lumber to sell at all.

"Enterprises set prices according to their own feelings"

Why is there such a big controversy about the price of rosewood furniture? Experts believe that the problem lies in industry regulation.

Market participants believe that because China's mahogany furniture industry has long retained the form of "small workshops", there are countless merchants who are "small and small". Although there are furniture industry associations at present, the role of industry associations is mainly to give businesses Providing a platform for communication cannot effectively supervise the market.

"Our country does not yet have a special department to supervise this industry. Most of the mahogany furniture business is small enterprises, and there are very few large companies that can scale up the production of the enterprise." An industry source said that the mahogany furniture industry is lacking. "Leader" "There will always be only one or two leaders."

Not only the scale of the enterprise, but in terms of pricing, the mahogany furniture industry is also chaotic. This person told reporters that there are very few enterprises in China that have a complete pricing system. "Our country has not yet introduced relevant price limit standards. Each enterprise sets its own prices. The asking price is also different, plus some small Enterprises may not be so 'rule', the price difference is still relatively large. "

In addition, because mahogany furniture is a special kind of art, collectibles, and even some ancient mahogany furniture is antiques, there are also many consumers who trade privately and through auction houses, and the price is difficult to control. Xuan Jiaxin, a collection expert and chairman of Zhongtian Auction Company, told reporters that there are many auctioneers of mahogany furniture in his auction house, "The auction is actually 'you love me,' as long as the price is not lower than the reserve price. No problem, as long as the buyer feels the value, the price cannot be controlled. "

"Difficult to get rid of" is a big problem in investing in Redwood

Although there is still a slight increase in mahogany furniture, there are many factors to consider when buying mahogany furniture. Experts remind consumers not to enter the market with speculation, and should mainly focus on their art and collection value.

"Not all mahogany furniture has investment and collection value," Jia Dejie introduced. Only mahogany furniture with "double high" artistic value and raw material value has collection value, but if you want to invest in mahogany furniture, there is a serious The problem is difficult to get rid of. "If there is no 'circle', the mahogany furniture in hand cannot be sold at all. Investors who do not have a deep research on mahogany are a big problem in terms of purchase channels and sales."

Industry experts suggest that consumers' attitude towards mahogany furniture is best based on collection. Even investing should be "leveled". "The premise of investing in mahogany furniture is not only to have an understanding of mahogany furniture, but also need to Investors or collectors recognize the purchase of mahogany furniture culture, after all, mahogany furniture also has its inherent culture. "

Xuan Jiaxin said that he is also a "mahogany fan". He said that most collectors in the mahogany furniture circle bought mahogany furniture with a very simple and collective attitude. "Exquisite mahogany furniture is not only appreciated, but as furniture. It still has a certain use value, I I bought the mahogany furniture home mainly because I like this style. If one day it no longer has the value of capital preservation, then I can at least use it. "


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