In the face of the gloom of the international financial crisis, the days of furniture exporters in China are not so good. Canton Fair exhibitors generally believe that the export situation in the first three quarters is still weak, affecting their own expectations for the current Canton Fair. Compared with the cautious optimism of exhibitors of other light industrial products such as Christmas supplies, the expectations of furniture exhibitors for export are slightly pessimistic. At the same time, the export situation of “bitter and uneven†is still widespread, which also highlights the important role that brand and quality play in the current situation. In order to reverse the trend, “domestic sales†has also become a new initiative that many businesses are taking or will soon take. Exports are still not optimistic. Although the external economic recovery signal has been frequently transmitted, it seems that the “dawning†of the furniture industry's export stabilization has come a bit late. Jin Tao of Beijing Tiantan Furniture Co., Ltd. told the author that due to the financial crisis, their export orders lost 50% to 60% at the Spring Fair, and the harvest of the autumn fair can only be expected to be the same as the previous session. And Jin Tao has the same feeling, as well as an outdoor furniture exhibitor in Hangzhou. The exhibitor told reporters that the customer base of outdoor exhibits has certain speciality and concentration. If the products originally facing the European and American markets are resold to domestic or other markets, and are limited by factors such as culture and preferences, the “new†consumers do not buy them. At the same time, due to the low purchase price of large and strong buyers such as Wal-Mart, the profit margins of some small outdoor products have been repeatedly compressed. He said: "Fortunately, our commodity price and quality advantages are obvious, replacing other Wal-Mart suppliers, the days are not very sad." However, not all exhibitors are worried. According to Hu Jingbo, assistant general manager of Fujian Furniture Import and Export Corporation, so far, their furniture exports have achieved a 28% year-on-year growth. Even in the same period last year, their 17% decline was significantly lower than some of the "big sighs". Talking about the experience of "resistance to crisis", Hu Jingbo told reporters that the company has been engaged in the furniture export industry for 28 years and has a group of relatively loyal old customers; the products are mostly small and groceries, compared with the complete set of furniture products. European and American people who are more likely to "care for money" accept. In addition, Hu Jingbo emphasized that the winning weapon is still brand and quality. "Our products have their own brands, 'Golden Balls' is a well-known brand in Fujian; has registered trademarks in 12 countries around the world, and passed the FFC quality certification. Brand, quality, design innovation are in the forefront of the industry. This is the response The roots of the crisis.†Internal and external sales “legged on two legs†Facing the international financial crisis and the resulting global economic recession, under the guidance of the relevant state departments and the expansion of domestic demand policies, furniture exporters began to sell both inside and outside. walk". However, in an interview with this reporter, some furniture exhibitors expressed their intention to explore the domestic market, but how to find a suitable domestic buyer, how to open up this familiar and unfamiliar market is still a problem to be solved. However, some companies have already taken the lead. Xu Qian, the person in charge of Hangzhou Ganglong Arts & Crafts Co., Ltd., told this reporter that the financial crisis caused them to suffer 50%~60% of sales losses, but “exploiting the domestic market†did let them see “Dawnâ€. Since March this year, although external demand has remained weak, "the company's domestic sales have doubled." “Domestic sales can enhance the autonomy of enterprises and avoid the passiveness of export sales by order.†Xu Qian said that for domestic sales, companies can produce according to the sales situation of each branch or chain store. Production can not only create inventory, but also help employees increase their income. Talking about how the company plans to open up domestic sales channels, Xu Qian told reporters: "With the province as the center, open the sales channel with a point and face. First of all, we must make local sales stronger and bigger, and make full use of the 'brand effect'." It is reported that the quality investment is being strengthened. In addition, Hangzhou Ganglong also introduced German production and processing equipment, and has registered trademarks both domestically and internationally. At the same time, using various exhibitions to promote their own brands, online promotion is also one of the ways to expand. Xu Qian said: "We are very optimistic about the domestic domestic market. The next target market is Beijing and Shanghai." Jin Tao, who has many years of domestic sales experience, told reporters that after the financial crisis, the pace of domestic sales of the company has become even greater. At present, the domestic sales share has accounted for more than 70% of the company's total exports. However, Jin Tao also stressed that the maintenance of this strong position still requires a lot of effort in product design, development and promotion.
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