In the past 20 years, Chinese furniture has grown at a rate of 20%, and its production capacity has already accounted for 25% of the world's total. Especially in the last decade, since China's accession to the WTO, Chinese furniture has ushered in a golden period: the total output value of furniture has soared from 120 billion to 110 billion. Exports increased from 3.565 billion in 2000 to 38.8 billion US dollars, and China has become the world's number one producer and exporter of furniture. However, in 2012 China's furniture industry faced an extremely complicated economic situation. The sequelae of the international market financial crisis still exist, the European and American debt crisis has further increased the uncertainty, and the trade barriers and non-trade barriers of developed countries are increasing. In the domestic market, due to the macro-control of the real estate sector, the downstream furniture industry is also deeply affected. The impact, the market is sluggish, while the labor price continues to rise, the prices of raw and auxiliary materials rise, the costs rise sharply, and the unfavorable factors facing production and the market continue to increase... It must be said that the transformation and upgrading of enterprises is imminent. In the “Twelfth Five-Year Planâ€, the state has adjusted its economic strategy from an export-led to a domestic-led one, and vigorously promoted the development of domestic trade. The “internal demand-based†transformation era has arrived, providing a favorable environment for the Chinese furniture industry to rapidly adjust its strategy. . While “exporting†and “internal demand†are developing at the same time, it is necessary for the furniture industry to increase the development of the domestic market. Due to the adjustment of the national real estate policy, the shift of planning priorities, and the national market, the pattern of furniture demand is about to undergo a historic transformation. At present, there are only 1,636 county-level units in China. With the accelerated pace of urbanization, first-tier cities will maintain stable real estate transactions in the future, while the strong demand of second- and third-tier cities will rise under the command of the country's macro-control. In the short-term, for first-tier cities such as North, Shanghai and Guangzhou, the volume of commercial housing transactions is suppressed, and the demand for housing housing is temporarily difficult to enter the market; the second and third-tier markets will gradually become the main source of future home industry turnover. At present, the furniture industry will usher in the "new domestic demand era." In fact, the desire and dependence on the domestic demand market has long been a clue. In 2010, the Guangzhou Furniture Fair, which has always been known as the Chinese furniture barometer, showed its flag of “domestic demand†for the first time. At the same time, the pace of the west and north of the furniture enterprises mainly in the coastal areas of Guangdong and Jiangsu and Zhejiang was coming, of course, even earlier. The Chengdu furniture, which is stable in the second and third tier cities, does not show up in the mountains, but it is one of the three major production bases of Chinese furniture. Channel sinking has become a consensus, domestic sales is the king. However, unlike the export, the domestic market needs to “deeply dig holes, wide grain, and slow down the kingâ€. In the early years of the overseas market, it has turned to the domestic market for many years. Most of the coastal enterprises show different degrees of soil and water dissatisfaction, insufficient preparation for the complexity and cumbersomeness of the channel market, the shortage of professional talents in the domestic market, the remote control of logistics, the urgent need for improvement of the after-sales service system, etc. A major reason why coastal enterprises have introduced professional masters from the Sichuan furniture industry. Since the beginning of this year, the channels of furniture in Guangdong and Jiangsu and Zhejiang have further penetrated, and a strong breakthrough in the terminal market has created a strong impact on the original pattern of the domestic demand market. The stores have spread around the net, the factory has opened to the market, and the blasting marketing has been vigorous... The domestic demand market also A new market baptism will be ushered in. In the face of a huge domestic market, it should be said that whether it is a manufacturer or a store, whether it is coastal or inland, channel construction needs to be diversified. It is necessary to find a good way to break through the market dilemma. Who can preempt the formation of a new channel chain? Agents, distributors and other partners can achieve a clear division of labor, who can win the initiative of development. What kind of colorful color is present in the current domestic demand market, and what will be done in the future market? This is the transition era, and we must face the essence and key of the domestic demand market. “Subversion & Relocation†China Furniture Industry Development Summit Forum and the 6th China Furniture Industry Annual General Appraisal will provide a new perspective on the domestic market opportunities and challenges, and find new ground points for industrial restructuring. Deep thinking and new exploration in the development of repositioning strategy.
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