In the territory of the Chinese furniture industry, Guangdong and Sichuan are two major towns. Guangdong is at the forefront of reform and opening up and is the birthplace of China's manufacturing industry. Guangdong Furniture has a good policy environment and a sound industrial chain. It also has a rare information advantage in terms of foreign exchange and trade. In this environment, Guangdong has become China's largest furniture producing area, and has produced a large number of outstanding brands, occupying half of China's furniture industry.
However, Sichuan is southwestern and does not have the advantage of Guangdong. When the earliest Sichuan furniture companies developed, the space they could choose was not large. However, it is precisely this kind of environment that has made Sichuan furniture. They chose the road of “urban encircling the cityâ€, created civilian brands, opened up the second, third and fourth-line markets, and created a miracle in the Chinese furniture industry on the scale of enterprises.
On July 3, 2013, the annual Chengdu Furniture Fair was held, and we once again focused on Sichuan furniture.
Sichuan Furniture's "Tian Shi"
In 2013, it was destined to be a year worth remembering for Sichuan furniture. Earlier this year, the 18th National Congress of the Communist Party of China convened the new government to regard "new urbanization" as the main direction of future development, which brought "daytime" to Sichuan furniture.
Strictly speaking, the growth of Sichuan furniture is the best embodiment of China's urbanization dividend. Over the past decade or so, China's urbanization process has continued, coupled with a large population base, such social restructuring has provided a huge consumer market for Chuanpai furniture. Compared with Guangdong furniture, Sichuan furniture has chosen a road of “urban encircling the city†from the beginning, the continuous creation of civilian brands, and the continuous channel investment in the second, third and fourth-tier cities, so that Sichuan furniture can quickly go on. The road to large-scale development, and successfully cultivated the largest brand group in the Chinese furniture industry.
According to statistics, in 2011, China achieved an urbanization rate of 51.27%, and by 2050, it plans to increase the urbanization rate to over 70%, reaching the level of developed countries. In 2013, the new government proposed the concept of “new urbanizationâ€, and at the third meeting of the Standing Committee of the 12th National People’s Congress held in June, it clearly stated that “China will fully liberalize the restrictions on the settlement of small towns and small cities. Orderly open medium-sized cities to settle restrictions, and gradually relax the conditions for large cities to settle down." It is considered that for the first time, China has clearly proposed the specific urbanization path of various cities.
Sichuan enterprises have long ploughed into the second, third and fourth-tier markets, forming a mature brand positioning, dealership, logistics, service and other systems. The promotion of new urbanization policies has brought about the release of consumption power, which undoubtedly brings "daytime" to Sichuan furniture. ".
Sichuan furniture scale will catch up with Guangdong?
Taking the scale of development roads, years of market accumulation and favorable news of urbanization policies, what kind of situation will Sichuan furniture show in the future? At the Chengdu Furniture Fair, Phoenix Home raised a topic: Can the future scale of Sichuan furniture catch up with Guangdong? The Sichuan enterprises interviewed almost all thought that this was not a dream. Wenyou, director of the All-China Home Affairs Office, said in an interview with Phoenix Home that the development of the entire economy is slowing down, but the market demand for urban-rural integration is increasing. The growth rate of the Guangdong enterprise market is not large. I believe that the pace of catching up with them will be higher than that. Expected to be better. Fu Qiang, deputy general manager of Southern Home Furnishing, even thought that "maybe five to eight years can exceed Guangdong furniture in volume."
At the 2012 annual meeting held by the Sichuan Furniture Industry Chamber of Commerce on January 10, 2013, such a data was released: from January to November 2012, the output value of the Sichuan furniture industry increased by 27.24% year-on-year, and that of Guangdong furniture increased by 11.73%. In the "Twelfth Five-Year Development Plan for the Sichuan Furniture Industry" announced in early 2012, it was proposed that by the end of the "Twelfth Five-Year Plan", the total output value of the Sichuan furniture industry will exceed the 100 billion mark. At the same time, according to statistics, Guangdong Furniture achieved an industrial scale of 325.72 billion yuan in 2011.
Yang Zhiming, vice president of marketing for Pocket Pearl, believes that from the perspective of urban structure, Guangdong's future industrial policy may no longer support the development of home furnishing enterprises. As a western city, Chengdu is better supported by the government. Su Xianhua, the deputy general manager of the pioneering furniture, is more rational. He believes that the export of Chinese furniture is mainly in Guangdong, so there is no way to compare Sichuan furniture from the industrial scale. But if it is only sold domestically, Sichuan furniture will definitely exceed them.
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