Zhejiang businessmen return to Ninghai investment group to build China's wood furniture distribution

China Paint Network
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February 28, 220 furniture industry from all over the country gathered in China's "town of five craftsmen" - Ninghai County, Zhejiang Province. At the beginning of the reform and development, Ninghai's five craftsmen took their apprentices out to work, slowly forming workshops, factories to modern furniture manufacturing enterprises throughout the country. At present, Ninghai nationality in the country to open more than 3000 solid wood furniture enterprises, accounting for more than 65% of the country's total solid wood furniture. In the "return of Zhejiang businessmen" under the big wave, these leading entrepreneurs set up the Ninghai Furniture Industry Alliance, determined to make Zhejiang Ninghai into China's solid wood furniture distribution. Ninghai furniture "inside the wall flowering wall outside red" with the speed of economic development and the improvement of residents' income level, more and more consumers have more demands on furniture. According to the China Furniture Association, The total output value of China's furniture industry reached 1.1 trillion yuan in 2014, and the annual output value is expected to exceed 2.4 trillion yuan in 2015, ranking first in the world in exports, with household consumption surpassing automobile consumption as the second largest consumer industry for the first time in 2013. Amazingly, such a huge Chinese home market "traders" are mostly Zhejiang Ninghai people. Zhejiang Ninghai is one of the origin of solid wood furniture, "ten miles of red makeup", "thousand-work bed", "million-job coupe" and other ancient large households", "face" are the masterpieces of Ninghai carpenters. Nowadays, Ninghai people's furniture industry in the national furniture industry has a pivotal position. It is understood that at present, Ninghai people in the country with a considerable scale of furniture enterprises nearly 3000, Ninghai employees more than 100,000 people, annual sales of up to 70 billion or so, including more than 10 national brands, provincial and ministerial brands 36, such as Nanyang Hushi, Nanyang Dick, Lai's furniture and other furniture field has a very high visibility. "Ninghai has been an artisan since ancient times, and now Ninghai people have been very successful in the solid wood furniture industry, but there is a problem, that is, 'the wall blooms outside the wall red'." Chen Huanmiao, president of the Ninghai Furniture Industry Alliance, told reporters that Ninghai's furniture industry is like a plate of scattered pearls, scattered throughout the country. Although well-famous in the country, but the "Ninghai people's economy" has not really brought economic effects to Ninghai. "Zhejiang merchants return" investment In Ninghai three years to build solid wood furniture distribution area "I 17 years old with master left Ninghai to Zhengzhou, from carpenter apprentices began to do business alone slowly, to this point is not easy. Wang Qi shi, 48, the general manager of Zhengzhou Oriental Jialong Furniture Co., Ltd., said of his decades-long experience of wandering outside. Li Renkao, chairman of Guangming Group Nanjing Zhongde Furniture Co., Ltd., expressed the same sentiment, 18 years ago alone to Nanjing now has 800 employees, in 2014 annual turnover of more than 300 million. These like Wang Qi shi, Li Rencao, like many years in the outside "Zhejiang businessmen" common experience is "one wood difficult to become a forest." "Ninghai county committee county government attaches great importance to the furniture industry this Ninghai traditional resource advantages, with the arrival of large logistics, large circulation era, Ninghai in all parts of the country's furniture leading enterprises to return home to start a business has matured, and Ninghai has a good investment environment, regional advantages and development conditions, it is time to make Ninghai into a veritable 'furniture country'." Ninghai County Sheriff Yang Yong said. It is understood that the Ninghai county government put forward the furniture industry revitalization plan, and the implementation of the "industrial return project" to attract out-of-town enterprises to return to Ninghai entrepreneurship. With the support of Ninghai County Committee and County Government, entrepreneurs invested 1.5 billion yuan to set up furniture industry headquarters, the county committee and county government allocated 3000 acres of land to create a furniture industry park, to make the former shop after the factory's industrial model, for Ninghai furniture entrepreneurs outside the establishment of a good development platform. Group development is conducive to reducing costs, back to Ninghai our solid wood industry gathered together, for the formation of the industrial chain will be of great help. "Li Rencao told reporters that according to their own previous development model, procurement, marketing are their own responsibility, if the resources are shared, headquarters for the business platform, for enterprises will greatly reduce the cost of sales." Now we are store-based sales model, the cost of the store is relatively high, coupled with property, shopping mall management fees, logistics, input personnel and other costs, the initial estimate accounted for about 15% of the cost of business sales. Reduce the cost by at least 10% if you hold the group. Li Rencao said. The common people pay attention to a quality of a money problem, high quality, high taste, low price is what every common people want. Now the first step is to Ninghai in the country's furniture enterprises in a series, form a big alliance, make full use of the price advantage, you can create a solid wood furniture distribution in three years. "Chen Huanmiao is full of confidence. Create e-commerce furniture O2O model to create integrity brand February 28, in The Ninghai Furniture Industry Alliance set up on-site, the alliance signed a contract with Zhejiang Yiwu Purchase e-commerce Co., Ltd. - the e-commerce platform and furniture stores combined to create O2O model. "Very few people in the solid wood furniture industry try e-commerce, because logistics costs are very high, returns are very troublesome, consumers are generally reluctant to buy solid wood furniture online, but solid wood furniture e-commerce is the trend." For e-commerce, Chen Huanmiao is very firm. Zhang Bingbing, vice president and secretary-general of the China Furniture Association, said that with the advent of the era of large logistics and circulation, the furniture industry has reached the point where it must face up to the problem of sales and circulation channels. Since 2012, the slowdown in world economic growth, the decline in international trade growth, domestic credit and other macroeconomic policy control, especially since last year, the continued tightening of real estate policy, the furniture industry has been deeply affected, at the same time, furniture brand competition, marketing diversification, product design, enterprise costs changes, further promoted the furniture industry to change the tide. "The furniture industry is not the same as other industries, there is a high-cost circulation. To build the e-commerce industry, in addition to the price advantage, the most important thing is integrity. Chen Huanmiao said that within three years to build a solid wood furniture distribution in Ninghai, in addition to the full use of e-commerce, to create price advantages, the most important thing is to establish a full consumer trust in the integrity of the big brand.