What are the characteristics of the development of furniture industry in China?

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As a sub-industry of manufacturing industry, the furniture manufacturing industry is characterized by a small number of listed companies and a small total market value, but "the sparrow is small and complete", and the furniture manufacturing industry has a complete industrial chain and a mature sales model. This paper focuses on the development status and characteristics of furniture industry, and summarizes some suggestions to improve the supervision of this industry.

First, the development status of the furniture industry

Furniture manufacturing industry refers to the industry made of wood, metal, plastic and other materials, which has the functions of sitting, leaning, storing and limiting, and can be used for various product manufacturing and related activities in houses, hotels, offices, schools and other places. According to the different manufacturing materials, the furniture manufacturing industry is divided into wood furniture manufacturing, bamboo and rattan furniture manufacturing, metal furniture manufacturing, plastic furniture manufacturing and other furniture manufacturing; According to the degree of standardization, furniture manufacturing can be divided into three types: finished furniture manufacturing, handmade furniture manufacturing and customized furniture manufacturing.

(A) the development status of the global furniture manufacturing industry

Since the 1990s, the global economic recovery, the development of construction industry and the improvement of people's living standards in various countries have made the demand for furniture in various countries grow rapidly. The furniture manufacturing industry has developed from the traditional handicraft industry into an important industry with mechanized production and complete categories, which can basically meet the needs of economic construction and people's lives.

1. Global furniture consumption. Furniture is an indispensable daily necessities in human life. With the improvement of people's living standards, people's demand for furniture is getting stronger and stronger. From the perspective of consumption, according to statistics in recent years, the annual per capita household consumption of major countries in the world is: 3 17 US dollars, 240 US dollars, 225 US dollars and 80 US dollars in China. The annual per capita furniture consumption level in China is 1/3 in the United States and 1/4 in Germany. From the perspective of consumption types, furniture consumption in various countries is divided into two categories: one is household furniture, and the other is office furniture, and the ratio of the two is about 50% each.

2. Global furniture production. According to statistics, the total output value of world furniture in 20 1 1 year is 6160 billion US dollars, and the order of output value is China, the United States, Italy, Germany, Japan, France, Canada and Britain. The gross output value of furniture in high-income countries accounts for 58% of the global output value, while that in low-and middle-income countries accounts for 42%.

Distribution of global furniture output value

Distribution of global furniture output value

3. Global furniture trade. In recent years, the total annual trade volume of world furniture is about 1 1000 billion US dollars. The main importers of furniture are the United States, Germany, France and Britain. From 2000 to 2007, the import volume of the United States increased from $654.38+0.5 billion to $26 billion. Since then, affected by the American financial crisis, furniture imports have dropped from $26 billion in 2007 to $24 billion in 2008. It was not until 20 10 that American furniture imports resumed. The countries that export the most furniture are China, Italian, German and Polish. China's furniture exports increased from $3.565 billion to $27.60/kloc-0.50 billion from 2000 to 2008, and then fell to $25.958 billion in 2009 due to the financial crisis. It was not until 20 10 that exports recovered, reaching $33.724 billion, compared with $38.8 billion in 2010/year.

(B) China furniture manufacturing development status.

Since the reform and opening up, with the increase of per capita disposable income and the acceleration of urbanization, China's furniture industry has developed rapidly. At present, China's furniture output value has accounted for 25% of the global furniture output value, becoming the first furniture producer and consumer.

1. Overview of China furniture manufacturing industry

(1) The industrial scale is relatively large in the consumer goods industry. The scale and output value of China furniture industry have been growing steadily. In 20 13, there were 47 16 enterprises above designated size in the furniture industry, and the accumulated main business income was 646.275 billion yuan, an increase of 14.30% compared with 20 12. At present, the furniture manufacturing industry has become the fourth largest consumer goods industry after housing, automobiles and food. In 2005-20 12, the gross industrial output value and gross industrial output value of China furniture industry, enterprises above designated size and their growth are shown in the following figure:

The regional distribution is relatively concentrated.

(2) The regional distribution is relatively concentrated. Large furniture enterprises in China are mainly concentrated in Guangdong, Zhejiang, Fujian, Sichuan, Shandong and other places. Five major furniture manufacturing regions have been formed, mainly distributed in Pearl River Delta, Yangtze River Delta, Bohai Rim, West and Northeast China, accounting for 50%, 15%, 10%, 10% and 5% of the total output value of China furniture industry respectively.

New changes have taken place in the export pattern.

(3) New changes have taken place in the export mode. Affected by the weak global economic recovery, the export pattern of China furniture industry changed in 20 13, and emerging markets became the bright spot. In 20 13, China's exports to the three traditional markets of the United States, the European Union and Japan totaled US$ 27.752 billion, up by 2.02% year-on-year, accounting for 52.26% of the total exports, and its share decreased by 2.2% compared with the previous year. The overall growth rate of exports to emerging markets is relatively fast, among which exports to FTZs and BRICS countries are117.67 million USD, up by 27. 17% year-on-year, contributing 79.86% to the new export value, driving the export growth of the whole industry by 5.03%. The main international markets of main commodities exported by furniture industry in 20 13 are shown in the following table:

) Industry concentration is low, and there are many small and medium-sized enterprises.

(4) The concentration of industries is low, and there are many small and medium-sized enterprises. Despite the rapid growth of the industry scale, there are still some problems in China furniture industry, such as the low proportion of enterprises above designated size, the large number of small and medium-sized enterprises, and the lack of leading brands in the industry.

2. The development status of listed companies in China furniture manufacturing industry.

According to the classification of listed companies by China Securities Regulatory Commission, there are 7 furniture manufacturing companies in the A-share market. The small number of listed companies in furniture manufacturing industry also reflects the characteristics of low industry concentration, few high-quality enterprises and many small and medium-sized enterprises, although the furniture industry has a huge market. Among the seven listed companies, Haolaike and Sophia are mainly engaged in the manufacture of customized wardrobes, Xilinmen is mainly engaged in mattress products, and Yongyi shares are mainly engaged in office chairs and massage chairs. Some upstream enterprises engaged in wood products processing, such as Sheng Da Forestry, mainly engaged in wood products processing in the early days, trying to develop and sell cabinet products.

Characteristics and business model of furniture industry

Second, the characteristics of the business model of the furniture industry

(A) industry characteristics

As shown in the following figure, as a "midstream" industry, the furniture manufacturing industry is mainly wood, metal, plastic and other manufacturing industries in the upstream, and merchants or consumers in the downstream, which also determines some industry characteristics of the furniture industry:

Correlation with real estate industry

1. Relevance with the real estate industry. There is a certain correlation between furniture manufacturing and real estate industry, and the regulation of real estate market will have an impact on furniture manufacturing. There are two reasons: first, from the perspective of furniture consumption, real estate sales have a high conversion rate to furniture consumption. The data shows that more than 65% of furniture consumption is due to decoration or relocation, and the broken and outdated styles account for 12.37% and 18.56% respectively, and the demand for material replacement is only 4. 1%. Second, the furniture consumption of young people is relatively high, and young people are the main buyers. Judging from the age characteristics of family consumption, the age structure of family consumption groups tends to be younger. According to the survey data of SouFun Home Research Center, consumers aged 25-30 account for 40% of the total survey, consumers aged 30-35 account for 26%, consumers aged 35-40 account for 13%, and the rest account for a relatively small proportion.

2. Raw material cost accounts for a large part of enterprise cost. Furniture industry is a raw material-intensive industry, and direct materials have a great influence on the cost of main business. The main raw materials needed to produce furniture are fiberboard, incense board, aluminum profile, louver board and hardware fittings. For example, Haolaike disclosed in the prospectus that direct materials accounted for a high proportion of the main business cost in 20113 and 20 14 and 1-9 months, reaching 82.07% and 78.70% respectively. Taking Xilinmen as an example, the cost of raw materials, auxiliary materials and packaging materials is the main factor affecting the main business cost. In 2009-20 1 1 year, the cost of raw materials and packaging materials accounted for 86.33%, 82.93% and 80.26% of the main business cost respectively. Therefore, the price change of direct materials will have a great impact on the profitability of the industry.

3. The seasonal characteristics of production and operation are obvious. Affected by factors such as the purchase of commercial housing and the demand for improvement of decoration, the production and operation of the furniture industry will have certain seasonality, especially the sales revenue and cash flow of large furniture show certain seasonal fluctuation characteristics, and the peak season of product sales in the industry is generally in the second half of the year. Take Haolaike as an example. From 20 12 to 20 14, the proportion of main business income in the second half of the year was 6 1.78%, 68.40% and 60.34% respectively. Small pieces of furniture such as mattresses are sold in the holiday season.

(B) Industry business model

Generally speaking, there are two main business models in domestic furniture industry: independent brand and OEM.

1. Independent brand management mode. The business model of independent brands usually includes several links: design and development, procurement, production and processing, wholesale and retail. Sales is the focus of furniture enterprise management, which is directly related to the profitability and brand effect of furniture enterprises; The strength of sales ability mainly depends on the optimization of sales model and the construction of sales channels. There are two specific sales models: first, the direct chain model, in which manufacturers directly invest to open retail outlets and implement unified management of the business activities of retail outlets; The second mode is franchising, in which manufacturers grant their brands and trademarks to franchisees in the form of franchise contracts, which can help franchisees in training and management in time.

Sales channels include furniture stores, individual stores, department stores, supermarkets, exhibitions and the Internet, among which large furniture stores are becoming the most important retail channels for furniture enterprises because of their professionalism, diversity and one-stop service.

OEM mode

2.OEM mode. OEM mode is what we usually call "OEM". At present, international home furnishing brands have occupied the high-end mainstream furniture market by virtue of their global sales channels and brand advantages. Entering the supply chain system of international home furnishing brands with OEM mode has become an effective way for domestic furniture manufacturers to develop international routes. Technically, it usually takes about 1-2 years to verify the qualification of the supplier, and it can become its supplier after a period of small batch supply test. Once the furniture manufacturers pass the final approval of supplier qualification, they will be included in the global supply chain of internationally renowned furniture brands, and the two sides will form a long-term and stable strategic cooperative relationship. Typical representatives of OEM mode include Xilinmen, Yihua Wood and so on. Among them, from 2009 to 20 1 1 year, Xilinmen achieved an average income of 43.76% of the company's main business income.

(3) Industrial policies and regulations

Furniture manufacturing is a completely competitive industry. The competent department is the Ministry of Industry and Information Technology, and the technical supervision department is the General Administration of Quality Supervision, Inspection and Quarantine. The Ministry of Industry and Information Technology and the General Administration of Quality Supervision, Inspection and Quarantine are responsible for the macro-control of the furniture manufacturing industry.

Third, the relevant regulatory ideas.

(1) Take the information disclosure supervision of different industries as an opportunity to deepen the information disclosure supervision requirements of the furniture manufacturing industry.

1. Strengthen the disclosure of business models. Different business models of furniture manufacturing industry have different effects on the time of revenue recognition and the speed of capital turnover. Therefore, the disclosure of business model is very helpful for investors to understand the operating characteristics and risk status of listed companies. Specifically, under the independent brand management mode, listed companies are required to disclose the sales situation of different sales channels, the number of company stores and future store opening plans, the sales situation of single stores and the sales situation of stores in different regions. Under the OEM mode, the company needs to further disclose the term of relevant supply contracts, the degree of dependence on different customers, domestic sales and exports.

2. Pay attention to the change and disclosure of raw material cost. The cost of raw materials accounts for about 80% of the furniture manufacturing cost, and the change of raw material prices has a great influence on the profitability and sustainable development of listed companies. Therefore, the supervision of information disclosure of listed companies in the furniture industry, especially the periodic report review, needs to focus on the changes in raw material costs of listed companies, the concentration of buyers and the bargaining power of buyers.

3. Pay attention to environmental protection requirements and employee protection. The pollution problem of furniture industry, especially wooden furniture industry, has always been a concern of public opinion. The investigation of wooden furniture enterprises by the State Administration of Work Safety shows that 89% of the enterprises in the spot check exceeded the standard of benzene, 76.9% of the enterprises exceeded the standard of formaldehyde and 70% of the enterprises exceeded the standard of aniline, with the highest exceeding standard of 100 times. Contaminated furniture is a serious hazard to employees and consumers. After the implementation of the new environmental protection law, the standard of daily penalty has made enterprises feel strong pressure. In addition, in 20 14, Beijing began to carry out environmental protection technological transformation of furniture production enterprises, and those enterprises that failed to meet the standards will be cleared out of Beijing. In this context, it is of great practical significance for the furniture industry to fully disclose to employees the specific practices and future improvement plans for complying with national policies and regulations on environmental protection and occupational disease prevention and control.

4. Refine the disclosure of industry-related accounting policies. The disclosure of accounting policies is the basis for investors to understand the accounting information and financial information of listed companies. The same industry, with similar business models and the same business characteristics, should have similarities in the implementation of relevant accounting policies. For the furniture industry, the inventory valuation method and depreciation method have great influence on the company's profits and should be disclosed in detail; Under different business models, the time of revenue recognition and fee carry-forward may be different, so the company should be required to disclose it in combination with the company's specific business model; In addition, special policies implemented in some areas, such as the "old-for-new" policy for furniture implemented in Beijing, may have an impact on relevant accounting treatment and financial status, and should also be disclosed.

(Source: Shanghai Stock Exchange 2065438+September 2005)

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