Why is it difficult for the furniture industry to find out the "aircraft carrier"?

In the past two or three years, furniture companies have begun to change their mindset and move closer to capital in order to become bigger and stronger. For example, Red Star Macalline received two venture capital injections in three years, and invested a total of about 3.8 billion yuan, shouting the slogan of listing in 2012; Yihua Wood, which has been listed, has been approved by a private placement. Export-oriented export-oriented enterprises are transforming into commercial retail enterprises that are gradually becoming domestic sales. However, capital is a "double-edged sword". Traditional industries should be used with caution. When they go public for listing, it is often worth the loss to raise funds for fund raising. Chinese furniture companies should introduce strategic investors, not financial investors, and cooperate with strategic investors in channels, brands, R&D, management, etc. to upgrade themselves as soon as possible.

Cool in the process of "seeking love" in venture capital, continuous learning, continuous transformation, and ultimately transform from the traditional furniture manufacturer to the new children's industry channel portal, for other traditional furniture companies, is a reference example.


a huge gap between one billion and one billion

The Chinese property market has continued to thrive in the past year, driving the upstream building materials and downstream home appliances industries to flourish. However, compared with the furniture industry, which has been generally stable in the pattern, the furniture industry, which is the downstream of the real estate industry and the industry with improved demand, has developed at a slow pace.

In the field of home appliances, it has already ran out of the large household appliances of the United States, Haier and other billions of output value. In 2010, under the severe test of the global economic crisis and the financial turmoil, the overall sales revenue of the United States exceeded 110 billion yuan, and the company will realize the “re-creation of a beautiful” during the “Twelfth Five-Year Plan” in the next five years. The amount exceeded the ambitious goal of 200 billion yuan.

In contrast, the development of Chinese furniture companies is inferior. After more than 20 years of development, the industrial dispersion of the furniture industry is still very high. According to statistics, the overall output value of the Chinese furniture industry is as high as 700 billion yuan. Among the furniture enterprises that divide the 700 billion yuan market, there are more than 100 enterprises with an annual output value of more than 100 million yuan. However, there are few enterprises that cross the 2 billion yuan mark. For example, Yihua Wood, one of the leading companies, had sales of 1.6 billion yuan in the first three quarters of last year. Although it has grown by about 15% year-on-year, the overall scale is still quite different from that of home appliance giants.

The sales volume of the other leading Meike shares in the first three quarters was 1.64 billion yuan, an increase of 33% year-on-year, but it is also inconsistent with the sales of more than 100 billion in the United States.

In the past year, the days of China's furniture industry have actually been good. “The export market in 2010 increased by 25% compared with 2009, but in 2009 it fell by 10% compared with 2008, so in fact, 2010 is about 15% higher than 2008. It can be said that 2010 has returned to the highest level in history. Point, this is a very important index.” Wang Ke, president of the Guangdong Furniture Association, initially predicted that the export situation of Chinese furniture will continue to show growth this year. In terms of domestic demand, the furniture industry has also expanded, and quite a number of well-known brands are deeply rooted in the domestic market.

"The situation in 2011 will not be dark, but furniture companies are in the process of adjustment and transformation." Wang Ke said.

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