Flooring industry, industrial upgrading, branding has become an inevitable trend

  Become bigger and stronger desire or wish to become the industry benchmark of wood processing enterprises from coming again, felt the opportunity and accelerate the pace of action. Such actions can also be regarded as a timber processing industry, industrial upgrading “cusp” of the power source.

Relying on China’s forestry industry carrier-class companies for large sub-groups abundant capital, markets, brand strength, in August 2008 was officially entered the doors of the industry in Jiangsu together elegant wooden doors, with well over 30 million units in annual production capacity of high-grade wooden doors have been Akira in the market shows a strong. Early in December 2009, to the visiting Secretary-General of the Association for Chinese industries reported that Hu Ying warm on enterprise development situation, the firm disclosed the general manager of Compaq business year 2010, a “history of development in China’s doors Revolution significance of the move. “

China’s wood flooring that has the title of capital of Zhejiang Province Nanxun, a conspicuous place, “anti-aircraft guns advertisement” everywhere. Here it seems everywhere you can hear a “strong brand”, “leader of the brand”, “brand”, “leader”, “world-class” This kind of description, so come here to visit and inspect people, can feel the Chinese wood flooring industry development trend.

The long-term attention to China’s forestry industry, in particular the development of Hu Ying warm wood floor, 2008 with the Chinese Forestry Industry Association jointly planned and implemented the “2008 China’s forest products industry credibility” The series of events, activities, Hu Ying warming led his unit to visit many times over Nanxun wooden flooring company. By the end of November 2009, in the long-Sheng Flooring Co., Ltd. Hu Ying warm once again see the executive vice president of corporate money to join Newman and the new long-Sheng ZHAO Cai, director of marketing soon. And the company’s chairman En-Jiu is one’s usual habits, go to Hangzhou to participate in “the seventh Chinese private enterprise summit,” while around the house the production, marketing, received the task to his deputies. This appears to be warm in the Hu Ying private enterprises started to change this management model symbol.

Whom the cold in the global financial crisis, long-Sheng floor, accurate to say what is En-jiu, he once again performed like a good catch opportunities in the “skill”:

Bargain-hunting success of the international timber market. In the long-Sheng many can be seen piling up mountains of “American red oak,” while in the market, with “American flavor” as the sign of the long-Sheng hit a new brand of lead timber species that is this “American Red Oak.” According to Xing-Zhong Zhao was introduced, “American flavor,” raised the long-Sheng solid wood flooring brand value, refinement of the market and thus seize the detailed part of the high-end market share;

The successful implementation of a wealth of product categories, to expand production capacity expansion initiatives. 2009, 9.18, long-Sheng flooring business day of jubilation on the eighth anniversary of the establishment, the long-Sheng Lian City branch of laminate flooring production base for the completion of the introduction of Germany advanced “heroic” production line started. During the long-Sheng solid wood flooring production base, solid wood floors are all new factory being built. According to Qian Xinmin introduction, a long time into the year 2009, Sheng is a long-Sheng in the past eight years, the sum invested. According to insiders introduced a series of expansion in the long-sheng, the local government have been active and efficient support. This is also a financial crisis situation, the government departments are seeking a move to revitalize the local economy.

According to Qian Xinmin, and ZHAO be introduced Hisamori through a series of expansion, the formation of 230 million square meters of solid wood flooring, 150 million square meters of solid wood flooring, 1,000 million square meters of laminate flooring production. As a result, companies have been promoted to position: to be the most professional Chinese manufacturers and large wooden flooring wood flooring leading brand in China.

Power companies to promote and in the “cusp” on the dance has become a 2009 wood processing industry, a亮丽风撯线: Life at home floor to hold the first joint Chinese Ki “life at home Cup” Chinese Go game and enhance the brand influence; Shiyou Timber Co., Ltd. CCTV bid to 30 million, the successful bidder for CCTV sets of prime-time advertising; living at home floor and Power Dekor flooring jointly released the world’s fashion trends; natural flooring involved in the residential market “champion Union” to achieve a cross-strong-strong alliance; Great Asian Holdings Power Dekor, the industry leading position even more firmly; Power Dekor, nature and other flooring companies launched 13 three-wood composite flooring across the country activities; Shanghai boutique flooring joint operations; Delphi, Power Dekor, North America, Maple flooring industry brands such as Enterprise and Home Builders strategic cooperation to upgrade and so on.

“Forestry Industry Promotion Plan” clearly states that the revitalization of this forest to adjust the direction and focus on the impact of the financial crisis the most serious wood-based panels and other timber industry and related industries. With wood-based panels Wood-based processing enterprises will be to completely overhaul the basic behind the products and equipment will be eliminated. This also fits with the just-concluded Central Economic Work Conference proposed by the “key to change the mode of development and work hard” policy.

Wooden floors, wooden doors is a large amount of downstream wood-based panel products. The state is expected as the downstream wood-based panel of wood flooring, wooden doors of some enterprises in the hands of reorganization or adjustment of the market out, the market share, giving way to leading enterprises, brands, these leading enterprises, brand enterprises as a result of raw materials comprehensive requirements are higher, so it will be to expand the upper reaches of a quality assurance quantities of wood-based panels, making big in Asia, Jilinsengong other leading enterprises such as wood-based panels can be downstream of a larger order quantity. Wood processing industry, industrial upgrading can achieve a virtuous cycle of this state and to accelerate the “cusp” formation. Hu Ying warming party in a ho-Ya Sheng floor doors and a long time to see it this state, these two businesses are the major substrate used by sub-groups produced wood-based panels. 2009 wood-processing sector亮丽风撯线is also displayed on the good performance of this state.

Brand concentration is a measure of “cusp” an important symbol

Industrial upgrading usually refers to the industry from the low-skilled, low value-added state to a high technological level, high value-added state of the evolution process. On the wood processing industry is concerned, many people in the industry, says that raising the brand concentration is to promote industrial upgrading in the industry, especially the “change in the domestic timber processing enterprises are small and multi-situation,” the only way, the brand focused on the process of concentration is the “cusp of “The real forming process. “Forestry Industry Promotion Plan” the framers also recognized this point, thus in the “Plan” clearly states that to promote forestry brand building, to carry out work to identify forest products brand in China.

Chinese brands have a reputation as the architect of Hu Ying warm interpretation that a sign of industry maturity or not, there are many, while raising the brand concentration can be described as the most critical. This is indeed a “Forestry Industry Development Plan” put forward, “to cultivate a number of well-known brand and accelerate its become the industry benchmark,” the only way to achievement of objectives. Chinese flooring industry, “Elephant” – Power Dekor CEO Guo Hui, more directly pointed out that the flooring brand building is the lifeline of China’s flooring industry.

Currently wood processing industry is what does the status quo. With wooden doors and wood floor as an example: According to “2009 Forum on the future development of China’s doors” data revealed that in 2008 the industry doors nearly 50 billion yuan output value. Enterprises engaged in production of wooden doors in 4000-5000 is expected to house over which the annual output of several thousand to tens of thousands of sets of wooden-scale-sized. A body of China’s 2009-2013 doors industry market research and investment analysis report presents also indicate that the current 50-60% market share is still in the field to do the door to do the door or small-scale “hand-who” in the hands. The industry, the top ten who they can account for what percentage of the overall market so far without any authority of the organizations or agencies to the statistics. If the doors in accordance with co-Ya, “to reach 4 billion in sales” target count, this industry in China’s door has been shown a “strong” business, its market share is less than 1%;

Than the wooden flooring industry, mature industry, many, many brand-building has also matured. According to the China Forest Industry Association Professional Committee of the floor to statistics, in 2008, Chinese flooring manufacturers sold approximately 344 million square meters. It was at about 50 billion trade between the output value. However, the market floor to ask how many enterprises, not only the industry can not tell, that is, industry association statistics also unclear. A conservative figure is four or five thousand homes.

Hu Ying warm said that a mature industry or industries, mainstream brands are generally not more than 10, while the consolidated their market share above 65% should be the only way to achieve the industry, the industry’s healthy development, can in the world The arena has a right to speak. Chinese industries and enterprises in information release center 2008 annual market sales of major consumer goods, information is also confirmed this view, the center in the national survey of more than 80 kinds of major consumer goods market situation, sales of the top ten brands of average market share of 68.33%. Shanghai Building Materials Industry Association Professional Committee of the floor president, general manager of financial Nafu Nuo Zhi-Wen Zeng also believe that after market “shuffle”, the wooden floor of the well-known national brand should be about 10. This is also from a business point of view endorsed by Hu Ying warming point of view.

Chinese flooring industry is that, due to flooring products have been part of the production technology is very mature product, the quality will not be much difference. Therefore, a direct result of a number of regional brands, with the national brand less influential. Wood floor in China, Chinese Forestry Industry Association, the prestigious consultant, the former chairman Zhang forests in an interview with reporters when he said the United States and Europe, the real well-known wood flooring is more than a dozen companies, which covers an area of more than a dozen brands of 60 board %, 70% of the market, the other is unknown. And we are now able to account for the share of the top four is not the best Power Dekor is also only 8%. According to the latest Nanxun local media revealed that in 380 wood flooring production enterprises in enterprises with more than 500 million yuan with annual sales of only 4. In other words, the four companies the industry’s sales accounted for only about 1% of GDP.

Imperative that the reference to an arduous task for a number of more practical

Industry leaders and brand building expert analysis, is expected to, wood flooring, wooden doors into the industry from over 5,000 to around two hundred, at the national or regional brands have an influence on dozens of companies within the industry in order to count steps into the right track. For this process, the industry’s reluctance to disclose the identity of a senior expert pointed out that the wood processing industry is concerned, this process should be rather long. Now that the wood processing industry, industrial upgrading has come to a “cusp” of the moment for fashion far. With “essential, long way to go,” the reference is more appropriate.

Senior expert explained that “Forestry Industry Promotion Plan” of the introduction of itself and “planning” was noted in the forestry industry and the situation facing major problems show that this “imperative” sense of urgency. This is also the “” Forestry Industry Development Plan “will be shouldering the heavy responsibility of upgrading the industrial wood processing enterprises brought to the cusp of upgrading,” the primary basis of this reference, but also objective facts. The long way to go, there are two meanings.

First, the process of industry consolidation long way to go. Such as, in our domestic market demand is very large, the international market is recovering, industry standards and regulations are not perfect a fairly long period of time, the industry from more than 5,000 integrated into the hundreds of industry brands concentration increased to 60% — -70%, sales of the top ten brands of the average market share achieved in 2008 before the 10 appliances such as the level of 79.24 percent, is expected to be a long time to achieve. Of wood flooring, for example, in order to achieve this goal, you need to appear as the Power Dekor 10 or so the size and brand value of the enterprise;

Second, these growing timber processing enterprises is long way to go. All wooden doors in order to Kazuhisa Ya Sheng, for example, co-Ya doors in 2010, market sales, high-quality wooden products, relying on the investment, relying on the introduction of advanced equipment. In the current capital market activity today, they are not the core competitiveness of enterprises. The combined elegant wooden channel management, branding, etc. There are many variables and problems, these problem-solving process, that is combined elegant wooden shape the process of enterprise’s core competitiveness. At present, the combined elegant wooden doors, including some industry associations are also pushing the door hole size meet construction standards for the introduction of the wooden doors. If the introduction of this standard, large-scale, mechanization, factory will be the arrival of large-scale production period. At that time, the test is jointly elegant wooden doors real “skill” in time. Jiu Sheng floor is solid wood floor made famous by the resources of the source and channel control, relies on private enterprise superiority into full play, its brand is still part of regional brands to national brand transition areas. As one after another to intervene to strengthen flooring, wood laminate flooring and the attendant expansion of production capacity, channel expansion, the management of enterprises, human resources management in particular, the use of outside talent, brand positioning and development, especially private enterprises Enterprises culture, etc., will face a break through the “bottleneck” problem.