In order to be able to move to the upper end of the value chain, China's furniture export enterprises began to attach importance to brand innovation, and furniture export enterprises ushered in the branding era. At the 115th Canton Fair, the reporter found that more and more furniture exporters have turned their attention to ASEAN, Latin America and Africa, and orders from these regions are increasing. Jiuzheng Building Materials Network learned that the data of the General Administration of Customs shows that from January to February this year, the cumulative export value of China's furniture and parts was 8.812 billion US dollars, an increase of 60.2%. In the first quarter of this year, the total export value of 7 categories of labor-intensive products such as furniture was US$97 billion, up 21.8% year-on-year, accounting for 19.1% of China's total foreign trade exports. “In recent years, the export volume of China's furniture products has been increasing, especially in ASEAN, Latin America, Africa and other places. In the current Canton Fair, the number of orders received by our company in ASEAN and Latin America has increased significantly. Orders in the US and EU markets remained stable," said an exhibitor from a furniture exporter in Dongguan. “Compared with the US and EU export markets, ASEAN, Latin America, Africa and other places have lower barriers to entry. Today, more and more furniture exporters are stepping up efforts to develop emerging markets, and ASEAN, Latin America, Africa and other places have become China's furniture export enterprises can not be ignored in the market." Guangdong Sitong Group Co., Ltd. exhibitors said. China has always been a big exporter of furniture. After a brief period of weakness, China’s furniture exports have grown again. In 2012, China exported US$4.93 billion to ASEAN, up 39.4% year-on-year; exported US$3.07 billion to Latin America, up 75.2% year-on-year; and exported US$2.76 billion to Africa, up 1.4 times year-on-year. The furniture industry has accumulated many problems in the development of many years. The homogenization of furniture products is serious. The lack of brand awareness of furniture enterprises has affected the development speed of the furniture industry. Jiang Dehui, executive chairman and secretary general of the Guangdong Furniture Chamber of Commerce, said that in the future, China's furniture industry will usher in a true branding era. "Accurately grasp the needs of the target market, in order to export more furniture products abroad. Only relying on low prices can not make furniture export enterprises gain a foothold in the international market, furniture export enterprises want to win a seat in the international market. Position, we must improve brand awareness and focus on brand innovation.†The exhibitors of Minhou Yuyun Bamboo & Wood Products Co., Ltd. said. Lin Zuoxin, president of the Asian Furniture Federation, said that furniture companies should innovate business models, such as cooperation between domestic manufacturers, use one brand together, use the same design company, and push the brand as a whole to the international market.
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