Huang Weiye: National furniture can absorb European and American elements, but it is necessary to retain its own characteristics. Da Vinci’s “foreign brand†fraud incident caused consumers’ confidence in domestic furniture. At the same time, the purchase of furniture is even more confused. It is hoped that through the true presentation of domestic furniture brands and products, as well as the statement of the company's amnesty, consumers will be guided by the correct furniture consumption.
Interviewed guests: Shenzhen Furniture Industry Association Chairman of the Hong Kong Xingli Group Executive Chairman Huang Weiye [Reporter] President Huang, Hello, 2011 has been more than half, please make a summary of the furniture economic situation in the first half of the year.
Affected by the macroeconomic situation, the sales volume of the furniture market is lower [Huang Weiye] The things that we have learned from our association or the enterprise level, the overall macroeconomic situation adjustment in the first half of the year has had a considerable impact on enterprises. I also learned that our association members, including domestic enterprises, and companies that are more high-end furniture have been greatly affected. From the perspective of the store, they will also find that the dealers have a hard time, even in the store. The store is withdrawn. The information returned from the terminal also shows that it is really affected by the macro situation and the economic situation is very serious. Relatively speaking, the most moderately low-end furniture brands may be less affected, because house purchases have no effect on ordinary people, so some ordinary furniture has not been greatly affected. Overall, the situation is still very serious.
[Reporter] That is to say, the modern and low-end furniture brands are less affected?
[Huang Weiye] Yes, they are relatively better, because if you have money after the purchase, people who have money can't buy a house, he can't buy it anymore. However, if ordinary people have the ability to buy a house, most people buy a suite, which is not within the scope of purchase restrictions. The area of ​​their purchase will not be too large, and the house will not be too expensive. Naturally, the furniture industry will not be too expensive, so it is suitable for this type. The furniture brands of the consumer groups will not be affected, but will increase.
The status quo of the furniture industry: the oversupply enterprise must be mentally prepared [Reporter] Do you think there are other factors influencing the sales of furniture in addition to the purchase restriction?
[Huang Weiye] From a deeper perspective, it is still a big demand. Because the industry has been developing at a high speed for so many years, the original export is good and the domestic sales are good. The construction of urbanization is constantly pulling, and the companies in the process of pulling are thinking There is a lot of market space, and some large companies are expanding. We are also expanding our industrial park. The industrial park has a bigger factory than the original three factories, and the Chengdu enterprises have expanded and the area is larger. The market growth after expansion is not so fast.
The original expansion is the simultaneous expansion of the market, one is the increase in demand, the rapid growth of rural urbanization construction demand; the second is the expansion of the store, the actual home, the Red Star Macalline continues to expand, and Ou Yada, these stores continue to expand At that time, provide more opportunities for new dealers or old dealers. But the market always has a degree. When it is expanded to a certain extent, it will always be saturated, and various contradictions will come out. Nowadays, consumer demand is not so much, and shopping malls are constantly increasing rents, and the production capacity of enterprises is also increasing. Therefore, there must be a situation of oversupply and overcapacity. There is a degree and a key point in the middle. This has a lot to do with housing prices and GDP growth. [Reporter] At the beginning of the year, some business owners said that the market downturn may continue until September of this year. Do you think so? What do you think will be the market trend and future development of this year?
[Huang Weiye] In fact, we must be mentally prepared, because this kind of macro-control is to make the country's economy healthier. The purpose is this. We hope that the soft landing will be healthy. If we do not regulate this, we will grow at such a high speed. It will bring higher inflation, and under constant depreciation, the society's economy may continue to have problems and become more disadvantageous. Therefore, in this adjustment, we feel that it may be the same as the government. Shenzhen City keeps talking about the importance of economic quality, not the speed of pursuing GDP. Enterprises should also focus on economic quality, higher technical content and higher labor productivity. Less, or environmentally friendly aspects of the product. This is an adjustment period that has to be invested, don't pause. Many companies will stop at this time and wait for the opportunity to come back and wait for a good chance to come again. If you wait until then, if someone else is an innovative company, product innovation, new materials, new technologies, new application innovation, they may take the lead, for example, this Shenzhen mandatory mandatory Shenzhen enterprise emission rate If you accept the update of the equipment, it will promote the company to use new materials and new technologies in this respect. After that, the competitiveness of the company will increase. Many companies feel that business is not good. He is not willing to spend money to update equipment. He stops and waits. Maybe he will fall behind in the future. [Reporter] 2010, 2011 is the furniture industry shuffling period, is it waiting to stop? Enterprises may be washed away, and innovative companies will have further room for development and more opportunities.
[Huang Weiye] It is inevitable that every time a big change in the economy will eliminate a batch of enterprises. If the market is not good, the industry will re-integrate. One is to eliminate some of the enterprises, and the other part may make some role adjustments according to their own advantages. So now is an integration period, some companies have been eliminated, some Taiwanese-funded enterprises in Dongguan are laying off employees, but there are also some good companies recruiting.
[Reporter] Compared with 2010, many companies in Guangdong also said that the sales volume in the market is not good, but the data summarized at the end of the year has increased in both export and domestic sales. Why?
[Huang Weiye] Maybe I think that if the export data from the customs is highly credible, the scientific and correctness of the domestic sales statistics is yet to be verified. I think it is possible to increase the output value. Whether the sales growth is a problem, because the output value has been expanding, but the goods to the dealers may not be able to enter the consumer's home.
Another kind of data is more credible, that is, to ask the sheet suppliers, if their supply of sheet is not increased, the paint supplier can also, from the sheet, paint data can be seen the sales of furniture.
[Reporter] Can furniture sales really improve after September?
[Huang Weiye] This is relatively better than it is now, because it is still the traditional peak season. The second one I think on the other hand, the central regulation policy has probably become clear, and the trend of housing prices is also good. The trend of the whole industry has become clear. Everyone knows that it should not be bought. There will not be so many worries. There will not be too many expectations of the price, but the price may be stable. The price is relatively stable. Maybe he has been falling for a long time. The purchase without consumption may be bought at this time.
Chinese furniture should openly accept some European and American elements but must maintain its own characteristics. [Reporter] The Da Vinci incident has brought some bad influences, and let our industry see that imported furniture is not better than domestic furniture. Domestic furniture can be put into high-end specialty stores as luxury goods, which also shows that the production technology of Chinese furniture companies can be compared with international standards. With your knowledge and understanding of the Chinese furniture industry, evaluate the current situation of Chinese furniture products.
[Huang Weiye] In fact, it should be said that after this incident, our industry associations also made some exchanges and communication meetings. After more than 20 years of development, Chinese furniture is not only quantitative, but also in terms of quality, innovation, and design. It is still relatively large, and the distance between Europe and the United States has gradually narrowed. The Da Vinci incident I think the most important thing is the issue of integrity, the integrity of his business, if he said at the time that this product is a domestically registered foreign brand, he may have a price difference with you for domestic processing. The original brand has a price difference, so you tell the consumer in good faith, I think the consumer may agree, because he agrees with this style, he agrees with his "Da Vinci" trademark brand. But because of dishonesty, many negative problems can arise.
[] What cost do you think this company will pay for this "untrustworthy"?
[Huang Weiye] This is very heavy. The company that used to be the event of the European code floor was paying a lot of money. Of course, it also depends on the way the company handles the problem. For example, before Toyota had quality problems, what commitments they made to consumers, Toyota recalled, and improved, so consumers may have different views on you. The key is to see his actions, how to make the original Consumers' losses to make up for it, how to make a reasonable statement or compensation for consumers, follow-up work should be done well.
[] Do you think that this event will have an impact on real high-end brands?
[Huang Weiye] Furniture I think that like many luxury goods, many are selling a brand, like LV is not a natural leather. He is a synthetic leather, but consumers recognize this Peugeot and recognize this brand. Da Vinci I think they might have been a foreign brand or a foreign designer, and consumers are coming to this thing. In fact, on the basis of the process, there is still a gap between China and Europe and the United States, but it is also very good when it comes to traditional Chinese craftsmanship. Like the mahogany furniture we made, the hand-made things are incomparable to foreign countries. But we must also admit that we often go to the exhibition, in the Cologne exhibition in Germany, the Milan exhibition, etc., these new materials, new technology, using modern technology to numericalize this foreign country is better than us, the efficiency is higher than ours, but the tradition Craft China should have its own characteristics, especially this kind of sturdy structure China is doing very well, the tradition of mahogany furniture. So consumers need to be rational, whether you are branding or quality, or cost-effective, you have to position yourself.
[] Why do many domestic furniture brands like to be named "foreign names"?
[Huang Weiye] Because China was closed before reform and opening up, I have been making furniture for many years. In the early days, we made furniture. It was a traditional solid wood furniture. When reform and opening up, we found furniture and clothing in Europe and America. Many products such as electrical appliances are very comfortable, which is unmatched in our country. It turns out that we don't have the concept of a sofa. Aware of these problems, we have introduced the culture of Europe and the United States, and everyone has a little bit of worship. Moreover, many companies in Europe and the United States have been branding for hundreds of years. It is true that they have advantages. Therefore, it has become the brand of Europe and the United States. Now every time we do exhibitions, we highlight design, original design, and innovation to guide consumers. This is a process that needs to be done.
[] Through this incident, will the company begin to pay more attention to the construction of its own brand?
[Huang Weiye] In fact, there is a problem like this. The popularity of the market, the first place in European furniture, the American style accounts for a part of the market, and the IKEA in North America accounts for a part of the market. The traditional Chinese style accounts for a part of the market, and now rises. A new Chinese style. I think that for a long time, because China is an open country, many people studying abroad and working overseas, he accepts Western education. He feels that the taste of this furniture is suitable for him, including the villas you see now. European, Spanish, Italian, he guided us from the building, so I think these styles are still evolving, but there is a clear trend in Chinese. His growth will be faster, with China's economy is strong, and people's tastes are growing. They feel that China's culture is growing at a faster rate. While Europeans may reach a certain level, you may re-examine the European things, and the growth may not be as fast as before.
[] Does Da Vinci's incident have any effect on Xingli? Will there be any changes to this incident?
[Huang Weiye] For Xingli, you have to learn the lesson. From the executives, the brand and quality that you push, your original design and environmental protection must be consistent with your propaganda. If there is no such consistency, it is serious. Deceiving consumers, last week the association also talked about a question of integrity, from honesty or legal level, self-discipline and supervision of our industry must do this. Another point I think is more transparent
Interviewed guests: Shenzhen Furniture Industry Association Chairman of the Hong Kong Xingli Group Executive Chairman Huang Weiye [Reporter] President Huang, Hello, 2011 has been more than half, please make a summary of the furniture economic situation in the first half of the year.
Affected by the macroeconomic situation, the sales volume of the furniture market is lower [Huang Weiye] The things that we have learned from our association or the enterprise level, the overall macroeconomic situation adjustment in the first half of the year has had a considerable impact on enterprises. I also learned that our association members, including domestic enterprises, and companies that are more high-end furniture have been greatly affected. From the perspective of the store, they will also find that the dealers have a hard time, even in the store. The store is withdrawn. The information returned from the terminal also shows that it is really affected by the macro situation and the economic situation is very serious. Relatively speaking, the most moderately low-end furniture brands may be less affected, because house purchases have no effect on ordinary people, so some ordinary furniture has not been greatly affected. Overall, the situation is still very serious.
[Reporter] That is to say, the modern and low-end furniture brands are less affected?
[Huang Weiye] Yes, they are relatively better, because if you have money after the purchase, people who have money can't buy a house, he can't buy it anymore. However, if ordinary people have the ability to buy a house, most people buy a suite, which is not within the scope of purchase restrictions. The area of ​​their purchase will not be too large, and the house will not be too expensive. Naturally, the furniture industry will not be too expensive, so it is suitable for this type. The furniture brands of the consumer groups will not be affected, but will increase.
The status quo of the furniture industry: the oversupply enterprise must be mentally prepared [Reporter] Do you think there are other factors influencing the sales of furniture in addition to the purchase restriction?
[Huang Weiye] From a deeper perspective, it is still a big demand. Because the industry has been developing at a high speed for so many years, the original export is good and the domestic sales are good. The construction of urbanization is constantly pulling, and the companies in the process of pulling are thinking There is a lot of market space, and some large companies are expanding. We are also expanding our industrial park. The industrial park has a bigger factory than the original three factories, and the Chengdu enterprises have expanded and the area is larger. The market growth after expansion is not so fast.
The original expansion is the simultaneous expansion of the market, one is the increase in demand, the rapid growth of rural urbanization construction demand; the second is the expansion of the store, the actual home, the Red Star Macalline continues to expand, and Ou Yada, these stores continue to expand At that time, provide more opportunities for new dealers or old dealers. But the market always has a degree. When it is expanded to a certain extent, it will always be saturated, and various contradictions will come out. Nowadays, consumer demand is not so much, and shopping malls are constantly increasing rents, and the production capacity of enterprises is also increasing. Therefore, there must be a situation of oversupply and overcapacity. There is a degree and a key point in the middle. This has a lot to do with housing prices and GDP growth. [Reporter] At the beginning of the year, some business owners said that the market downturn may continue until September of this year. Do you think so? What do you think will be the market trend and future development of this year?
[Huang Weiye] In fact, we must be mentally prepared, because this kind of macro-control is to make the country's economy healthier. The purpose is this. We hope that the soft landing will be healthy. If we do not regulate this, we will grow at such a high speed. It will bring higher inflation, and under constant depreciation, the society's economy may continue to have problems and become more disadvantageous. Therefore, in this adjustment, we feel that it may be the same as the government. Shenzhen City keeps talking about the importance of economic quality, not the speed of pursuing GDP. Enterprises should also focus on economic quality, higher technical content and higher labor productivity. Less, or environmentally friendly aspects of the product. This is an adjustment period that has to be invested, don't pause. Many companies will stop at this time and wait for the opportunity to come back and wait for a good chance to come again. If you wait until then, if someone else is an innovative company, product innovation, new materials, new technologies, new application innovation, they may take the lead, for example, this Shenzhen mandatory mandatory Shenzhen enterprise emission rate If you accept the update of the equipment, it will promote the company to use new materials and new technologies in this respect. After that, the competitiveness of the company will increase. Many companies feel that business is not good. He is not willing to spend money to update equipment. He stops and waits. Maybe he will fall behind in the future. [Reporter] 2010, 2011 is the furniture industry shuffling period, is it waiting to stop? Enterprises may be washed away, and innovative companies will have further room for development and more opportunities.
[Huang Weiye] It is inevitable that every time a big change in the economy will eliminate a batch of enterprises. If the market is not good, the industry will re-integrate. One is to eliminate some of the enterprises, and the other part may make some role adjustments according to their own advantages. So now is an integration period, some companies have been eliminated, some Taiwanese-funded enterprises in Dongguan are laying off employees, but there are also some good companies recruiting.
[Reporter] Compared with 2010, many companies in Guangdong also said that the sales volume in the market is not good, but the data summarized at the end of the year has increased in both export and domestic sales. Why?
[Huang Weiye] Maybe I think that if the export data from the customs is highly credible, the scientific and correctness of the domestic sales statistics is yet to be verified. I think it is possible to increase the output value. Whether the sales growth is a problem, because the output value has been expanding, but the goods to the dealers may not be able to enter the consumer's home.
Another kind of data is more credible, that is, to ask the sheet suppliers, if their supply of sheet is not increased, the paint supplier can also, from the sheet, paint data can be seen the sales of furniture.
[Reporter] Can furniture sales really improve after September?
[Huang Weiye] This is relatively better than it is now, because it is still the traditional peak season. The second one I think on the other hand, the central regulation policy has probably become clear, and the trend of housing prices is also good. The trend of the whole industry has become clear. Everyone knows that it should not be bought. There will not be so many worries. There will not be too many expectations of the price, but the price may be stable. The price is relatively stable. Maybe he has been falling for a long time. The purchase without consumption may be bought at this time.
Chinese furniture should openly accept some European and American elements but must maintain its own characteristics. [Reporter] The Da Vinci incident has brought some bad influences, and let our industry see that imported furniture is not better than domestic furniture. Domestic furniture can be put into high-end specialty stores as luxury goods, which also shows that the production technology of Chinese furniture companies can be compared with international standards. With your knowledge and understanding of the Chinese furniture industry, evaluate the current situation of Chinese furniture products.
[Huang Weiye] In fact, it should be said that after this incident, our industry associations also made some exchanges and communication meetings. After more than 20 years of development, Chinese furniture is not only quantitative, but also in terms of quality, innovation, and design. It is still relatively large, and the distance between Europe and the United States has gradually narrowed. The Da Vinci incident I think the most important thing is the issue of integrity, the integrity of his business, if he said at the time that this product is a domestically registered foreign brand, he may have a price difference with you for domestic processing. The original brand has a price difference, so you tell the consumer in good faith, I think the consumer may agree, because he agrees with this style, he agrees with his "Da Vinci" trademark brand. But because of dishonesty, many negative problems can arise.
[] What cost do you think this company will pay for this "untrustworthy"?
[Huang Weiye] This is very heavy. The company that used to be the event of the European code floor was paying a lot of money. Of course, it also depends on the way the company handles the problem. For example, before Toyota had quality problems, what commitments they made to consumers, Toyota recalled, and improved, so consumers may have different views on you. The key is to see his actions, how to make the original Consumers' losses to make up for it, how to make a reasonable statement or compensation for consumers, follow-up work should be done well.
[] Do you think that this event will have an impact on real high-end brands?
[Huang Weiye] Furniture I think that like many luxury goods, many are selling a brand, like LV is not a natural leather. He is a synthetic leather, but consumers recognize this Peugeot and recognize this brand. Da Vinci I think they might have been a foreign brand or a foreign designer, and consumers are coming to this thing. In fact, on the basis of the process, there is still a gap between China and Europe and the United States, but it is also very good when it comes to traditional Chinese craftsmanship. Like the mahogany furniture we made, the hand-made things are incomparable to foreign countries. But we must also admit that we often go to the exhibition, in the Cologne exhibition in Germany, the Milan exhibition, etc., these new materials, new technology, using modern technology to numericalize this foreign country is better than us, the efficiency is higher than ours, but the tradition Craft China should have its own characteristics, especially this kind of sturdy structure China is doing very well, the tradition of mahogany furniture. So consumers need to be rational, whether you are branding or quality, or cost-effective, you have to position yourself.
[] Why do many domestic furniture brands like to be named "foreign names"?
[Huang Weiye] Because China was closed before reform and opening up, I have been making furniture for many years. In the early days, we made furniture. It was a traditional solid wood furniture. When reform and opening up, we found furniture and clothing in Europe and America. Many products such as electrical appliances are very comfortable, which is unmatched in our country. It turns out that we don't have the concept of a sofa. Aware of these problems, we have introduced the culture of Europe and the United States, and everyone has a little bit of worship. Moreover, many companies in Europe and the United States have been branding for hundreds of years. It is true that they have advantages. Therefore, it has become the brand of Europe and the United States. Now every time we do exhibitions, we highlight design, original design, and innovation to guide consumers. This is a process that needs to be done.
[] Through this incident, will the company begin to pay more attention to the construction of its own brand?
[Huang Weiye] In fact, there is a problem like this. The popularity of the market, the first place in European furniture, the American style accounts for a part of the market, and the IKEA in North America accounts for a part of the market. The traditional Chinese style accounts for a part of the market, and now rises. A new Chinese style. I think that for a long time, because China is an open country, many people studying abroad and working overseas, he accepts Western education. He feels that the taste of this furniture is suitable for him, including the villas you see now. European, Spanish, Italian, he guided us from the building, so I think these styles are still evolving, but there is a clear trend in Chinese. His growth will be faster, with China's economy is strong, and people's tastes are growing. They feel that China's culture is growing at a faster rate. While Europeans may reach a certain level, you may re-examine the European things, and the growth may not be as fast as before.
[] Does Da Vinci's incident have any effect on Xingli? Will there be any changes to this incident?
[Huang Weiye] For Xingli, you have to learn the lesson. From the executives, the brand and quality that you push, your original design and environmental protection must be consistent with your propaganda. If there is no such consistency, it is serious. Deceiving consumers, last week the association also talked about a question of integrity, from honesty or legal level, self-discipline and supervision of our industry must do this. Another point I think is more transparent
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