The furniture industry is gradually picking up children's furniture as a sales highlight
In order to focus more on the operation of brands and channels, Yang Tao, chairman of Limeng (China) Group Co., Ltd. sold the furniture factory, and accelerated cooperation with Disney, Warner Enterprises, etc., and won the top ten well-known animation brands in the world. Nine's operating rights in the Asia-Pacific region make every effort to enter domestic children's brand furniture.
Furniture is different from the electronics industry. At present, there is no large-scale foundry like Foxconn. In addition to the general recovery of domestic and foreign orders this year, almost all furniture factories have filled up their production orders, and the lack of work is more serious. Yang Tao said in an interview with the "First Financial Daily" yesterday that because there is no factory, the current supply schedule and other aspects have been affected to some extent, but he feels it is more necessary to take advantage of the channel of the core part of the industrial chain as soon as possible before the competition in the children's furniture market is fierce. Occupation, so only some choices can be made.
"Homogeneous competition in the traditional furniture market is very fierce, counterfeiting, plagiarism and price wars are very serious, so we have to find another way to become the first enterprise in the furniture industry to expand the children's furniture market with animation companies. Combine with animation culture and brand The identification is clearer, avoiding the fish-and-dragon competition, and children's furniture can combine textiles, clothing, toys and other industries, and a set of children's furniture can even be sold for more than 100,000 yuan. "Yang Tao believes.
In addition to creating its own children's toy brand, Evergrande Furniture Co., Ltd. has also begun to cooperate with domestic and foreign animation brands. Following the authorization of Barbie dolls' Chinese furniture last year, it also bought out the right to use the image of Xiyangyang's animation in furniture this year. General Manager Tan Yi also said that unlike adult furniture, children's furniture brands have more room for operation and pay more attention to emotional communication. They can make breakthroughs in scenarios and education.
Guo Xiangyang, general manager of Shenzhen Senbao Furniture Co., Ltd., said that before doing contract manufacturing for Japanese children ’s furniture, Japanese buyers kept the order price very low, and there was little profit. Therefore, he turned to the domestic furniture market for children ’s furniture. And domestic sales have accounted for half of sales.
China ’s 300 million children ’s potential consumer market has driven the children ’s furniture market to grow by more than 30% annually. More than 200 furniture companies are currently expanding this market. Many companies have expressed that they must strengthen safety and environmental health to ensure market growth. . At present, the quality of domestic children's furniture needs to be improved, and some companies ignore quality in pursuit of profits. The Quality and Technical Supervision Bureau of Guangdong Province announced last year that the results of the special supervision and random inspection of three types of children's furniture, including wooden cabinets, showed that the unqualified rate was 32.3%. According to incomplete statistics, in the past two years, more than 40 well-known children's furniture manufacturers have been listed in various quality inspections. Among them, more than 20 children's furniture companies have been on the "black list" in the first half of this year. It has not included miscellaneous brand children's furniture that has not yet entered into regular channels such as hypermarkets.
The State Administration of Work Safety has ordered in August that all wooden furniture manufacturing enterprises must carry out the treatment of high toxic hazards and the transformation of protective facilities. If they fail to meet the requirements, they must be ordered to make corrections within a deadline. Enterprises whose concentration exceeds the standard will stop production for rectification. By the end of September 2011, those who still fail to meet the requirements will be closed.
It is worth noting that although China has become a major furniture exporter, it still faces some setbacks and difficulties in the development of export trade, especially developed countries have introduced technical trade measures and anti-dumping measures, which has hindered the export of a considerable number of furniture products in China . The European Commission ’s recently issued Regulation 2010/376 / EU has also come into effect, which stipulates that five products related to children ’s sleep, such as baby mattresses, bed enclosures, baby hammocks, children ’s duvets and children ’s sleeping bags, should meet safety requirements.
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