Since the outbreak of the financial crisis in 2008, the furniture export market has continued to slump. The EU recently officially passed the “Wood and Wood Products Regulations and New Environmental Design Directives” to further improve the export of wood products to China, which has made the originally stormy export market worse. At the same time, the domestic demand market has been increasingly ruined by real estate regulation since 2011. Under the difficulties of internal and external affairs, Beijing and other places have successively introduced “trade-in” for furniture consumption, trying to promote the industry's recovery through stimulus policies.

Overall loss

“In 2011, the sales of the entire furniture industry chain all declined. About 30% of the stores in the hypermarket lost money. This year, the loss spread to 50% to 60%.” Industry insiders told reporters that this figure is the current consensus in the industry. According to statistics, in the town of Dalingshan, the first town of domestic furniture export, more than 30% of the furniture enterprises are in a state of loss, and the phenomenon of bankruptcy is still intensifying.

Mr. Zhou, who came to Shenzhen in 1992, is a dealer relying on hypermarkets. He recently made a difficult decision: to reduce the number of eight stores in Baoan to three. "I have never encountered such a light off-season. I have been engaged in the furniture industry for 20 years. Last year, I lost hundreds of thousands. This year is even more difficult."

China is a big country in furniture production and a big consumer, but for many practitioners, the best situation no longer exists. Recalling the good time of the seller's market at the beginning of the business, Mr. Zhou couldn't conceal his enthusiasm: "At that time, the market had just risen, the sellers had fewer buyers, and the price could rise sharply during the holidays. The buyers had to keep saying good things when they picked up the goods. The freight master earns a lot of tips every month." What about now? His face turned, the furniture became bigger and bigger and heavier, but now the delivery guys have no small fees for moving high-rise buildings without elevators. It can be seen that the market is one after another.

"Summary down, this line earns fast, the loss is also very powerful, and the risk is relatively large." In Mr. Zhou's view, the background of the recent domestic demand stimulus policy is based on the downturn. He calculated the account with the reporter. A colleague who runs furniture shops in Sungang, Shenzhen, can't continue to support it. The monthly rent is 240 yuan per square meter. The selling cost of a few hundred square meters is only 60,000. The operating expenses of human and logistics expenses are about 100,000 yuan, and at least 200,000 yuan must be paid in a month to protect the capital. "But this month has already passed, only 10,000 yuan of income. In this way, each store loses money in one month. Nearly 100,000".

In contrast, Mr. Zhou’s store in Bao’an has a lower rental burden, but it is now at a loss. “On the one hand, oil prices have reached new highs, and the cost of distribution channels has been rising. On the other hand, due to inflation, the original operation The cost has risen sharply and the wages of employees are rising."

The reporter recently visited a number of large furniture stores. Although during the promotion period, most of these shops were deserted. In the big stores, only the boring staff members chatted on the Internet. Some shops even had black lights during business hours, and only posted huge discounts at the door. Notice.

“Now the counter salesperson sees the customer as if he is hungry.” Miss Xu, the store manager of Fuyong’s furniture store, described the business situation of the industry. She told reporters that the trend of the furniture industry and real estate "one glory, one loss and one loss", real estate in 2009 out of the long-term, the furniture industry upstream and downstream hot expansion, the past two years suffered real estate regulation, the furniture market has shrunk, previously large Businesses of scale expansion have tasted the pain.

“Low-price subletting, Wangpu subletting... all over the subletting, indicating a general downturn.” Mr. Zhou’s colleague, Li Mingzhen, who has been operating a four-year furniture store in Longgang, Shenzhen, signed the transfer agreement last week. The manpower and logistics are all rising in price, but the turnover has flown down to three thousand feet.” Li Mingzhen stressed: “Sublease is not the worst case. Many people run straight, and even the stores don’t want it.”

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