Chinese furniture companies should have their own core brand competitiveness
1 Institutional aspects
Apart from some joint ventures, sole proprietorships, and large and medium-sized private enterprises, most domestic furniture companies are still in the form of a family system. Although the family system played a certain role in the capital accumulation stage of the initial stage of enterprise development, when the enterprise developed to a certain level After this stage, the existing family-style system has hindered the development of furniture companies to a great extent. How to develop a family-style furniture company is worthy of our consideration.
2 Management
Most furniture small and medium-sized furniture enterprises are still in the stage of extensive management, lacking the concept and method of scientific management of modern enterprises, the operation of the enterprise is not standardized, the quality of personnel is low, the enterprise lacks long-term development planning, in product design, production technology, quality control Management is not enough.
3 Technical aspects
Although there are more than 50,000 furniture companies in China, more than 80% are still small and medium-sized private enterprises. The overall level of the industry is not very high. Except for some key, emerging and well-founded companies, they have taken the lead in approaching or reaching the international advanced level. Most furniture companies have not digested and absorbed the imported mechanical equipment, the supporting technology cannot keep up, the use is not in place, and they have not fully utilized their functions. The raw materials and energy consumption are large, the productivity is low, the cost is high, and the parts processing cannot be interchanged. The requirements of sex and standardization, the follow-up capabilities of products and enterprises are insufficient.
4 Talent
At present, with the rapid development of China's furniture industry, there is a shortage of professional and technical personnel in the furniture industry, such as management, production, design, marketing, and trade. Although China's furniture industry has more than 20 years of history, there are also doctoral and master students However, due to various reasons, the education and personnel training of colleges and universities can't keep up with the development of the industry, and talents are always in short supply. At the same time, many furniture companies only focus on short-term benefits, not on the improvement of technical level and the training of technical personnel; most leaders are often eager to "seeking, digging, and using talents", but not good at "retaining talents, waiting for talents, and cultivating talents." "The result is that not only is" difficult to find talents "but also" difficult to retain talents, "making the brain drain more serious. Some enterprises are overly superstitious about equipment and despise the introduction and cultivation of talents, neglecting the improvement of personnel quality, so that even with advanced equipment and production lines, the quality of the products is not enough, and there are still many imported equipment that cannot operate normally.
5 Brand approach
Most furniture companies in China are still in the "no brand positioning", "whatever product is sold well, do what", there is little product culture, do not focus on the cultivation and refinement of corporate culture and furniture culture, do not focus on seeking design, technology, products, The upgrading of services does not focus on the refinement, thoroughness, strengthening and brand improvement of certain types of furniture products. Low-price competition hinders the development of the furniture industry. Furniture brand products are few, product added value is low, and brand competitiveness is not high.
6 Resources
At present, in the production of furniture, wood is still one of the most important natural resources. With the improvement of the level of people and the level of consumption, wood resources are increasingly in short supply, but our furniture industry and some furniture and wood products companies are maintaining economic At the same time of rapid growth, there is no awareness of rational conservation and optimal use of resources and protection of the environment, the lack of relying on scientific and technological progress and the improvement of the quality of laborers to continuously improve product quality and product grades, and the concept of promoting moderate consumption, rarely considering environmental impact and resources Consumption and sustainable development. In addition, most furniture companies lack the integration and advantages of various resources such as materials, energy, information, and talents.
7 Market
The product sales of furniture companies in China currently present two situations: export products are mostly OEM production and sales; marketing of domestic products is not smooth, and the marketing system is not perfect. The former is under the control of the international market and agent buyers, and its independent innovation ability and market reaction ability have deteriorated. It lacks research on foreign markets and does not understand international market information. In addition, the quality of China's furniture foreign trade practitioners is not high, and some aspects of the foreign trade operation system Not perfect, once the order disappears and the market changes, the enterprise will be affected or even closed down. Some foreign businessmen made it clear that what China lacks most is not a product that can win foreign markets, but a foreign trade system and corresponding management and operation methods that can be in line with international standards. The latter lacks the ability to gather powerful market information, has weak ability to respond quickly, proactively sell and guide consumption, and lacks market awareness and innovation ability. Once the market trend changes, companies cannot keep up.
8 Industry chain problem-princely industry pattern
In recent years, Chinese furniture enterprises are mainly distributed in the five major regions of the Pearl River Delta, the Yangtze River Delta, the Bohai Rim, the three eastern provinces, and the southwestern part of the country, and are the concentrated production areas for furniture. However, in addition to the relatively reasonable distribution of furniture industry chains in Guangdong Province (especially Shenzhen, Shunde, and Dongguan) and the completeness of supporting facilities, most regions are still fragmented. Therefore, the pattern of the furniture industry chain should be the mutual interaction of manufacturing, distribution, retail, exhibition, supporting industries (materials, machinery, accessories, accessories), education, and consulting (design, management, technology, talent), etc. Three-dimensional cross-cutting and extensive division of labor and collaboration form complementary advantages in the industry, give play to the overall competitive advantage, and achieve win-win cooperation.
Suggest:
(1) The furniture industry can conduct surveys on resource consumption, energy consumption, pollution emissions, etc. in order to accurately locate the actual production status of the furniture manufacturing industry.
(2) The furniture industry can refer to the experience of the forestry industry and the paper industry, actively prepare materials and pass expert research and discussion certificates, and apply to the National Development and Reform Commission and other relevant departments to formulate a "China Furniture Industry Development Policy" document to regulate and guide the health of sustainable development.
(3) Since the furniture industry spans between forestry and light industry departments, there is no formal upper-level management department in the furniture professional education and scientific research, which is important at the national, ministerial, provincial and municipal levels. In the course of scientific and technological breakthroughs and the establishment of technical projects, they have not been included in the catalog, and they have no place. Therefore, I hope that through the "Academician" activity, we can reflect this situation to the Ministry of Science and Technology and other departments, use modern high-tech and advanced applicable technology to transform the traditional furniture manufacturing industry, and use information technology to promote the industrialization of furniture manufacturing and the technological progress of the furniture industry. Development and improvement require the attention of the state, ministries, commissions, governments at all levels, and scientific and technological departments to increase investment in scientific research, so as to ensure that China's furniture manufacturing industry achieves a leap from a "big country" to a "powerful country."
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