Source: rdccn, sauville Research and Data Center.
The pressure of rising costs and the cooling of market consumption. The building materials and furniture industry, which has the closest relationship with the real estate industry, has obviously felt the "winter" chill of the market since the second half of this year.
The price pressures of raw materials, chemicals, fuels and coal have not been transmitted to the end products. On the contrary, the sales price of end products has dropped. In the wait-and-see adjustment of the real estate market, building materials and furniture industry is in the first ripple circle of the industrial chain.
In June, the sales of some ceramic building materials enterprises fell by as much as 40%. Hoan Tran, vice president of Guangdong Building Materials Industry Association, said that at present, more than one-third of the production lines in this industry have been discontinued or semi-discontinued.
The furniture industry, whose exports account for 40% of China's total furniture exports, is facing the pressure of shrinking export market besides weak consumption in the domestic market.
The reporter visited Foshan and Dongguan, interviewed the association, went deep into the enterprise and developed the pulse industry. During the visit, people in the industry have such a knowledge that Guangdong building materials and furniture industry has formed a big but not strong and uneven situation under the fierce competition of overcapacity and high price for many years, which cannot be changed by internal forces. This economic dilemma from the outside to the inside has just become a huge external force to promote the reshuffle of Guangdong building materials and furniture industry, which will eventually lead to the reshuffle of the industry, promote the independent innovation of the industry, and realize the rebirth of the industry and the realization of the industry.
Industry survey, export blocked, domestic sales shrinking.
In the last round of rapid economic development cycle, the production and sales of building materials and furniture enterprises in Guangdong increased by more than 20% almost every year, and a large building materials and furniture province began to take shape. In 2007, the total output value of building materials industry in the province exceeded 200 billion yuan, and the output of building ceramics and sanitary ceramics ranked first in the country, and building coatings ranked the top two. As the largest furniture export province, Guangdong's furniture export amount in 2007 was 9.304 billion US dollars, accounting for 40% of China's total furniture export.
However, since the second half of 2007, due to the pressure of soaring raw material prices, rising labor costs, appreciation of RMB, reduction of export tax rebate rate and industrial pollution, building materials and furniture enterprises began to feel the cold winter of the industry.
Before the enterprise resumed, new difficulties followed. In 2008, the market suddenly turned and the industrial situation turned sharply. Especially after the global financial crisis triggered by the subprime mortgage crisis in the United States, the export of building materials and furniture industry was seriously blocked.
It is not an exaggeration to describe "internal troubles and foreign invasion" with the most common voice in the industry. Relevant statistics also verify the status quo of the industry. From June to August 2008, the industrial sales output value of Guangdong building materials industry was1610.6 billion yuan, up 24% year-on-year and down 2.4%. The industrial added value was 43.04 billion yuan, up 13.2% year-on-year, down 7.4%. Except for marble slabs, building ceramics, glass fibers, cement concrete piles and other major products, other major products have experienced negative growth, and the overall product output of the industry has shrunk.
According to the statistics of Guangdong Furniture Association, among more than 6,000 furniture enterprises in the province, so far, more than 300 enterprises have closed down due to various reasons such as rising costs, reduced orders or broken capital chains, accounting for 5% of the total. Due to the uncertain prospect, about 90% of domestic furniture enterprises have closed about 30% of their production capacity.
As some experts in the industry predict: "The impact of the financial tsunami on Guangdong furniture industry has not yet fully emerged, and the life of Guangdong furniture enterprises will be even more sad next year." The statistics of the customs in May 438+10 have shown the severity: among the top10 products exported by Guangdong to the United States this year, furniture still ranks among the five categories of products with export growth, with an increase of 6%, but in June of May 438+00, Guangdong's furniture exports to the United States decreased by more than 30% month-on-month. However, due to the considerable export growth in the previous period, it is estimated that Guangdong furniture exports will reach 654.38+0 billion yuan this year, an increase of 654.38+02% over the previous year.
When it is difficult to find a dangerous machine, the opportunity to adjust.
The industry estimates that it will take 2-3 years to adjust, and difficult times are also opportunities for industry adjustment.
Kelly, executive vice president and secretary general of Guangdong Furniture Association, said frankly, "Guangdong furniture industry is going through the second adjustment period of the industry, which may take 2-3 years." In Kelly's view, the adjustment period of Guangdong furniture industry, which has greatly expanded its production capacity, is not terrible. Taking advantage of the economic downturn, some enterprises with weak competitiveness will be cleaned and refined to promote the overall quality of the industry.
1998 the Asian financial turmoil caused the first adjustment of Guangdong's furniture industry. Guangdong furniture industry took the opportunity to eliminate more than 500 small enterprises, and this time is no exception. Industry insiders predict that in the second adjustment of this wave of furniture industry, the number of closed enterprises will rise. But which companies will join the ranks of bankruptcy? Kelly revealed that from the current point of view, some large enterprises with unstable operations show signs of capital chain fracture, but most of the closed enterprises are small and medium-sized enterprises, including some enterprises that do OEM processing, and some small enterprises that produce poor quality products without licenses.
"In the past 10 years, the production capacity of Guangdong furniture industry grew too fast, with an annual production capacity increase of about 20%, which led to constant price wars and fierce competition in the industry. For the long-term healthy development of the whole industry in the future, it is necessary to reduce backward production capacity. " Kelly said.
Hoan Tran, vice president of Guangdong Building Materials Industry Association, said that industrial development has ups and downs. In the past many years, the industry has been in a period of rapid development for most of the time. In order to earn more profits, enterprises are working hard to produce and expand, so they have no time to do many things, such as transforming equipment and upgrading technology. Now that the market is depressed and the demand is declining, enterprises can catch their breath and make good use of opportunities to enrich themselves, such as improving their own strength, doing more market research and adjusting product positioning. There is always a recovery period in the industry. When spring comes, enterprises that have been fully adjusted and prepared can immediately exert their energy and re-establish their competitive advantages.
What is brewing after the pain is the rebirth of the whole industry.
Turn crisis into opportunity
Government: Take the opportunity to cultivate leading enterprises in the industry
It is inevitable that the market will shrink as a whole, and export enterprises will be hit hard. It is rumored that the financial turmoil led to the closure of a large number of Guangdong export enterprises. In fact, our investigation found that the situation was not so serious. Taking the furniture industry as an example, Shenzhen Furniture Association recently told reporters that 1 furniture enterprises have closed down in Shenzhen alone. According to the famous furniture club in Dongguan, at present, only no more than 10 furniture enterprises in Dongguan have closed down.
As Wang Yang, member of the Political Bureau of the Communist Party of China (CPC) Central Committee and secretary of the provincial party committee, said in a recent survey, "The cyclical fluctuation of the market eliminated backward production capacity, and the laws of market economy are at work." In the process of industrial restructuring, "the government must not do things that are not allowed by the market economy and cannot save backward production capacity."
In an interview with Foshan, the Secretary-General of Foshan Ceramics Association said that since last year, Foshan has shut down and transferred more than 0/00 ceramic enterprises, but this is the structural adjustment of Foshan according to the idea of "supporting and expanding a batch, adjusting and upgrading a batch, and eliminating and transferring a batch".
After the adjustment of industrial structure in recent years, there is no industry shrinkage in Foshan at present, among which the backbone enterprises still maintain a large growth, and the output value of about 30% of the backbone enterprises accounts for 70% of the whole industry. In the process of independent innovation, a group of ceramic enterprises have also developed new technical products, such as soft ceramics and conductive ceramics that can be made into business cards. For example, Dong Peng Ceramics achieved industrial upgrading in the adjustment. At present, the proportion of high-end products in Foshan production base has increased to 95%, realizing the adjustment from low value-added products to high value-added products.
In houjie town, an important export base of Guangdong furniture, Wang Lie, director of the planning and promotion department of international famous furniture (Dongguan) exhibition and executive deputy secretary-general of Dongguan famous furniture club, said that for furniture enterprises in China, the biggest role of this crisis from the inside out may be to promote the market-oriented integration of the industry and lay a solid foundation for the next development.
Dongguan furniture industry chain is perfect, but the scale of enterprises in the industry is small and scattered, the resources are wasted seriously, and there is a lack of industry leaders and resource integrators. According to the product layout, the government can select 8- 10 brand enterprises with development potential, a certain scale and independent research and development capabilities, let them make detailed development plans, and invite relevant experts and professionals to review and evaluate them. Enterprises, governments or relevant industry organizations that meet the standards can help them, such as funding their equipment renovation, investing in their research and development, and organizing them to participate in exhibitions abroad.
Supporting the superior and strengthening the industry, large enterprises will naturally integrate industrial resources and optimize industrial division of labor. Some small enterprises will not have no place to live. They can do OEM for these domestic brands, thus forming healthy competition in the market, promoting industrial upgrading and development, stepping out of the low end of the value chain and forming strong international competitiveness.
Enterprise: Technology research and development and market development are carried out at the same time.
The difficult period of technological innovation and technological research and development is becoming more and more important.
Under the crisis, the contradiction of overcapacity began to stand out. After learning from a painful experience, many enterprises began to realize their own "internal strength" deficiency, and expressed their hope to strengthen technological and institutional innovation in the "cold winter" of the industry. Some enterprises take the initiative to adjust the product structure and actively seek opportunities in the "severe winter". Some export enterprises, which used to be mainly in the American market, began to seek diversified export markets and planned to change their products from export to domestic sales.
During the diplomatic difficulties in the industry, the reporter interviewed Dong Peng Ceramics Headquarters in Chancheng District, Foshan, but what he heard and saw was exciting information flying against the wind. Chen Kejian, general manager of Dong Peng Ceramics Co., Ltd., said excitedly that it is this new Nafner cave stone series product launched in March this year that more than 20 production lines in Dong Peng are producing at full capacity, and the demand is still in short supply. Another "Pennsylvania" series caused a sensation at this year's autumn fair, which was appreciated by European and South American merchants. Many orders were placed at the scene, and even the samples were "robbed".
At the American Ceramics Purchasing Festival held in Foshan in June this year, more than 50 foreign experts were surprised by Dong Peng, a high-end ceramic tile product: "This is the most stone-like ceramic tile in the world." Chen Kejian said that Europe and America have always considered China tiles as low value-added products, but Nafuna is not only the leader of China, but also the leader of the world. As soon as it came out, it caused a sensation in the industry, and product orders poured in. Under the market dilemma of domestic troubles and foreign invasion, it is estimated that Dong Peng's sales will still increase by about 65,438+05% year-on-year, and the export of self-owned brand high value-added products is expected to increase by 70%.
In this regard, Dr. Yang Wangcheng of Foshan Institute of Science and Technology believes that Dong Peng can only go global and win a place by constantly innovating and developing high value-added products. This is not a day's work, but a manifestation of the skill of persisting in innovation for many years at a critical moment.
"Innovation has brought high-quality products, which have been recognized by the market and gradually have the ability of independent development. It is a necessary weapon for enterprises to face fierce market competition in the future." He, Chairman of Dong Peng Ceramics, said that Dong Peng invested 5% of its annual sales as research and development funds, and has successfully obtained 192 national patents, filling the technical gaps in many industries.
Structural adjustment Second-and third-tier cities have large market space.
Faced with difficulties, many people in the industry believe that despite the grim economic situation, there are opportunities in the crisis. From a global perspective, it is a good opportunity to achieve strategic development and expand market share; From the perspective of domestic business circles, it is also an opportunity to get rid of impetuousness, restore the value of the real economy and adjust the industrial structure.
At present, the state has invested 4 trillion yuan to expand domestic demand, start the construction of affordable housing and develop the rural market, which has provided a new direction and space for the market development of enterprises.
Bai Daping, president of China Resources Coatings, a leading coating company, said that traditional industries must be integrated into the innovation mechanism. Through technological innovation and product innovation, China Resources will strengthen the intensive cultivation of existing channels and accelerate the expansion to the rural market. Since the beginning of this year, China Resources has achieved 20% growth, and it is estimated that its sales revenue will exceed 2 billion yuan this year.
Guo, executive deputy general manager of Guangzhou Xiupo Chemical Co., Ltd. introduced that their floor paint is a "small product", but it has made a "big market" and become a "singles champion" in the domestic market. Used in the ground and underground parking lot of factories, some of its special coatings, such as nuclear-grade protective paint and high-speed rail waterproof paint, have reached the world leading level. With the old customers investing and setting up factories in ASEAN, such as Foxconn investing and producing in Vietnam, its products are also exported to ASEAN countries.
He, chairman of Dong Peng Ceramics, analyzed that there are three reasons for the nationwide distribution of enterprises: First, the increase in sales volume requires the expansion of production capacity. Second, it is the need to reduce costs. Shandong, Jiangxi and other places have relatively low manufacturing costs, and energy resources such as minerals and raw materials have more advantages. For example, fengcheng city, Jiangxi, which Dong Peng plans to invest in, is an important energy base in Jiangxi, and the largest coal mines and thermal power plants in Jiangxi are all in Fengcheng. The third is market demand. Dong Peng ceramic products are fully spread in the domestic market, which requires Dong Peng to set up a production base according to the market demand radius to reduce logistics costs. For example, in the North China market, the logistics cost per square meter of products produced in Guangdong is 6 yuan. After establishing a base in Shandong, this cost is reduced to 2 yuan.
Market development to open brand stores around the world.
There is a saying in the furniture industry that no matter what the appearance of those enterprises that do OEM with foreign brands is, in fact, enterprises that only do OEM with foreign brands, without brands, designs and channels, are most likely to close down. As long as they can't receive foreign orders, they will collapse. During the frozen adjustment period of the furniture industry, furniture enterprises closed down from time to time, but the city window furniture group in Houjie, Dongguan was alive and well: in the past two years, the annual export growth rate of the city window furniture group remained above 30%, and from June to June this year, the export volume increased by 126%. Up to now, there are more than 800 dealers in China, and overseas markets are blooming everywhere. In March this year, it also opened a 4,000-square-meter exclusive store in Riyadh, the capital of Saudi Arabia.
Similarly, Dong Peng ceramics exports rose against the trend, taking the road of independent brand export and accelerating overseas expansion by building joint venture brands. "We are not satisfied with the mode of overseas dealer agency, and we began to explore new ways of overseas joint venture two years ago." Chen Kejian told reporters that after a long period of brewing, Dong Peng finally established a joint venture company with a powerful Italian builder. With the help of the strength of Italian partners, Dong Peng quickly introduced local technology and design, improved its marketing network, and strived to develop into the mid-to-high-end market, thus becoming a brand in a short time. At present, Dong Peng has set up brand stores in Europe, America, Korea and Hong Kong. Dong Peng's goal is to establish an international brand of China and Tao Jian in the international market.
The voice of experts
Chen Huai, Director of Policy Research Center of Ministry of Construction.
Now is the best time for enterprises in the Pearl River Delta to accelerate their upgrading and transformation. The external environment faced by the Pearl River Delta is similar to that of Japan in 1960- 1970, but Japanese enterprises have completed the transformation from price competition to non-price competition in the international market through technological transformation. At present, many outstanding enterprises in the Pearl River Delta region will also be able to open up a new world.
Wang Lie, Minister of Planning and Promotion Department of International Famous Furniture (Dongguan) Exhibition
When difficulties come, it is bound to pour a batch, and it is necessary to pour a batch. This is a reshuffle process that the government can't save, and it will still be eliminated by the market after death. The government should "help the superior and the strong", eliminate the superior and make the strong stronger, make a number of enterprises bigger and stronger, and promote the upgrading of the whole industry.