The first instance of the Daming Palace case finalized the precious wood "hard to find"

Mahogany furniture

On November 21st, at the 2011 China-ASEAN Expo Forest Products and Wood Products Exhibition held at the Nanning International Convention and Exhibition Center, many types of mahogany furniture were popular among the audience; on November 16, the Da Minggong Redwood sale case was also preliminary. In conclusion, Siming’s first-instance judgment pointed out that “Daming Palace’s mahogany was sentenced to one loss and one compensation for the sale of 400,000 yuan for the sale of fake goods”; on the one hand, consumers’ enthusiasm for mahogany furniture, while high prices The quality problems and trust crisis behind mahogany furniture, then, what is the price of mahogany furniture? Why are consumers keen to pay for high-priced mahogany furniture? The quality of the mahogany furniture and the industry regulatory issues highlighted behind the fraud case have caused the crisis in the industry to surface?

The price of raw materials is bullish.

In the Daming Palace case, the consumer’s behavior was that the flower of the lobular rosewood that was purchased for 200,000 yuan was actually made by the iron knife, and the price difference between the two materials was nearly 20 times. "The incident, the price of a set of small purple leaf sandal sofas involved in the case is as high as 200,000 yuan. Is this a high quality leading high price?

Compared with other materials, redwood is a scarce resource. Because of its long growth cycle, it is even described by the industry as “cutting one less one.” For the selection of domestic mahogany furniture, there are generally Indian lobular rosewood and Hainan. Wood such as huanghuali, Vietnamese huanghuali and old red rosewood, which have been affected by many factors in recent years, and the price is getting higher and higher.

Take the lobular rosewood species involved in the Daming Palace case as an example. According to the data, in recent years, the lobular rosewood should have a supply of 2000-5000 tons per year, which is based on the falling price of the 2008 financial crisis. The price of the difference material is 17-18 million yuan / ton, slightly better material is more than 20-30 million yuan per ton, and the price of no hollow old material is more than 500,000-600,000 yuan per ton. With the economic recovery, in early 2011, The price of lobular rosewood has rebounded rapidly, and the hollow material has climbed to 35-55 million yuan/ton per ton. The better lobular rosewood is 55-800,000 yuan/ton per ton, and there is no hollow old material of 100-1.5 million yuan. /Ton.

In addition to the Indian lobular rosewood, Hainan huanghuali, Vietnamese huanghuali, old red rosewood and other woods also led to rising prices due to supply problems, the market is also rising year after year, according to the network shows the price of raw materials provided by a famous domestic mahogany furniture manufacturer. List: Laos red rosewood price in 2009 was 35,000 yuan / ton, while in September 2011 it climbed to 148,000 yuan / ton; Myanmar rosewood soared from 11,000 yuan / ton in 2009 to 25,000 yuan / ton today.

From 2006 to 2009, the price of mahogany raw materials experienced a big ups and downs. In 2008, it became the year of the ups and downs of mahogany furniture prices. Since 2009, mahogany furniture has been in a state of rising and bullish, raw material prices are rising, and precious woods are “ It’s hard to find a piece of wood, and it has become the consensus of the mahogany furniture industry.

Classical culture is favored, mahogany furniture market is hot

“Myanmar, Laos and other Southeast Asian redwood origins reduce the deforestation of redwoods” has become a direct factor in the reduction of the amount of raw materials and the rise in the price of mahogany. According to industry insiders, this round of mahogany prices, in addition to the scarcity of raw materials generally recognized by the outside world, skilled workers Scarcity and the current state of wages for workers have also increased labor costs. A mahogany furniture manufacturer pointed out that "the skilled workers we recruited need to be trained after recruiting. After training, they will face the problem of high-paying talents from other companies." The labor cost plus the increase in logistics costs and raw material costs have increased without exception. The survival pressure of enterprises, in the international situation, the changes in the international economic environment such as the European debt crisis, the depreciation of the US dollar, and the fluctuation of oil prices in 2011 have also made the profit trend of mahogany furniture enterprises uncertain.

Focusing on the market potential of mahogany furniture, the author turned from the economic situation to the cultural level. The 2008 China Olympic Games and the 2010 World Expo were successfully held. The influence of Chinese culture on the world is gradually emerging and upgraded. In terms of art auctions, China's Ming and Qing furniture, historical paintings and so on have repeatedly hit new highs, which also reflects the fact that investment and consumption in the traditional cultural field is becoming the mainstream. In the context of cultural enthusiasm, as the essence of Chinese traditional culture. First, the mahogany furniture culture is also strong.

At the same time, the concept of “Shengshi Antiques” has always been sought after by the Chinese. At this stage, more and more people are using, collecting and investing in mahogany furniture. Whether it is to follow suit or invest heavily, the “gold content” of mahogany furniture seems to be more As the number comes, the consumer group is gradually increasing its space for value preservation and appreciation. According to the Da Vinci incident in July 2011, some insiders estimated that some high-end consumer groups will change their consumption demand from foreign furniture to domestic high-end products – mahogany furniture. Then, cultural hotspots and scarce resources will make mahogany. Where is the market trend of furniture blowing?

The bottleneck breakthrough is just around the corner

In fact, the development of the mahogany furniture industry is not just an opportunity. Fang Xuan, chairman of Shanghai Yundian Redwood Furniture Co., Ltd. believes that regardless of the impact of the Da Vinci incident, for mahogany furniture companies, enterprises need to plan ahead before any opportunity comes.

As an important part of the furniture industry, like the floor, wooden doors and other industries, subject to the sluggish real estate market this year, the sales of the furniture industry is still not optimistic compared with previous years. The price of mahogany furniture will continue to rise with the scarcity of mahogany raw materials. Or is it affected by the economic situation and gradually entered a downturn?

Yang Bo, chairman of Yuan Henry, said that although the international economic situation is tense, the demand for mahogany furniture in the domestic market is still very strong, but Fu Junmin, general manager of Xuanming, believes that the European debt crisis is intensifying and the vicious fluctuations in the international economic environment will be direct. Affecting the Chinese economy, the relationship between supply and demand has evolved, and purchase demand has been suppressed. In this economic situation, it is not impossible to lower the mahogany furniture market...

For enterprises, at the end of October, a leading furniture company in Xiamen reported that 400 people were laid off and the industry was concerned. Even Li Hongneng, the chairman of the board of directors, said that “the decline in benefits is a universal situation in the country”, he even said: If the market “ The cold wind continued to blow. Within half a year, the national mahogany furniture company (including production, distribution, etc.) will be dumped by more than half... This seems to confirm the beginning of the “shuffle” of the mahogany furniture industry.

Fang Xuan believes that the development of enterprises needs to operate, and it needs continuous investment in R&D, talents and management. In the mahogany furniture industry, it can guarantee the design innovation and cultural inheritance of products, resist the plagiarism of plagiarism, and use low-price competition to disrupt the order of the industry. This is very important. The author believes that the development of any industry will experience a small to large transition from disorder to order. The economy is rampant and the reshuffle is intensifying. Enterprises still need to maintain the high quality and quality of the brand. And the perfection of services, in order to survive in the big waves.

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