环保智能定制家具行业亟待转型
Environment-friendly and intelligent custom furniture industry needs to be transformed
我国家具行业经过多年的发展，已经取得了不小的成绩，成为了最大的生产国和出口国之一。2014年，对于家具行业而言，有机遇也有挑战，传统家具企业 不能继续闭门造车，应着眼广阔的市场环境，选择适合自己的设计理念和经营方式，在越来越激烈的竞争下，保证自己的权益，在业界脱颖而出，取得更好的业绩。
After years of development, China's furniture industry has made great achievements and has become one of the largest producers and exporters. In 2014, for the furniture industry, there are opportunities and challenges, the traditional furniture enterprises cannot continue to work behind closed doors, should focus on the broad market environment, choose their own design concept and mode of operation, in the increasingly fierce competition, to ensure their own interests, in the industry talent shows itself, achieve better performance.
1、新标准引领行业良性发展
1, the new standard leads the good development of the industry
2013年，家具行业在政策方面有了很大的突破，《家居行业经营服务规范》、《红木家具通用技术条件》等国标让行业有了新的规范，帮助消费者维护合法 权益。今年，仍有不少新的标准即将实施或正在修订中。5月，《家具力学性能试验》新国标将正式实施，《木家具中有害物质限量国家标准（修订）》已起草完 成，《软体家具沙发中有害物质限量》、《软体家具床垫中有害物质限量》两项新制定的国家标准也已完成起草，三项标准正等待有关部门审核后公布。随着新标准 的颁布与实施，家居建材行业将往良性方向发展，从而为消费者提供更安全、更健康的家居产品。
In 2013, the furniture industry has made great breakthroughs in policy. National standards such as "home industry operation and service specification" and "general technical conditions of rosewood furniture" have made new rules for the industry to help consumers safeguard their legitimate rights and interests. This year, there are still a number of new standards that are to be implemented or are being revised. In May, the "new national standard" test of mechanical properties of furniture will be formally implemented, "the standard of harmful substances limited national wood furniture (Amendment)" has been drafted, "furniture sofa harmful substances", "furniture mattress in the limit of harmful substances" two new formulation of national standards has been completed drafting, three the standard is waiting for the relevant departments after the audit announcement. With the promulgation and implementation of the new standards, the home building materials industry will develop in a healthy direction to provide consumers with safer and healthier home products.
2、新型城镇化带动家具行业扩张
2. The new urbanization leads to the expansion of the furniture industry
城镇化被视为"扩大内需的最大潜力所在"和"中国经济增长的巨大引擎"。中国共产党第十八次全国代表大会的报告提出要"推进新型城镇化建设"，这无疑 为二三线城市的发展注入了活力，为萧条的房地产业打了一剂强心针，并为其下游的家具产业增添了新动力，有可能为家具行业带来新机遇。十八届三中全会再次吹 响了全面深化改革的进军号，面对这个良好的政策环境，企业应当静下心来，研究消费市场，调整思路，转变经营策略，更好地抓住新一代消费者。以城乡统筹、城 乡一体、产城互动、节约集约、生态宜居、和谐发展为基本特征的新型城镇化，还将带动大中小城市、小城镇、新型农村社区协调发展和互促共进，带动家具行业扩 张的同时，也将在政府采购领域中大有作为。
Urbanization is regarded as "the greatest potential for expanding domestic demand" and "a huge engine of China's economic growth". Chinese eighteenth National Congress of the Communist Party's report put forward to promote the construction of new urbanization ", which will undoubtedly inject vitality for the development of the two or three line of the city, play a booster for the depression of the real estate industry, and add new impetus to the downstream of the furniture industry, may bring new opportunities for the furniture industry. In the third Plenary Session of the 18th CPC Central Committee, the march number for deepening the reform was again sounded. Faced with this favorable policy environment, enterprises should take heart and mind to study the consumer market, adjust their thinking, transform their business strategies, and better grasp the new generation of consumers. The basic characteristics of the new urbanization development in urban and rural areas, urban and rural development, City Interactive production, intensive, livable, harmonious, but also promote the medium and small city and small town, the new rural community development coordination and mutual promotion of the furniture industry, driven by the expansion at the same time, will also have great potential in the field of government procurement.
3、家具电商深入人心
3. The furniture business is deeply rooted in the hearts of the people
2013年"双十一"，天猫的收益，给家具行业带来了巨大震动，家具电商化已是大势所趋。为了开拓渠道，许多家具企业纷纷试水电商平台。当前，家具行 业试水电商还存在经销商、物流、标准化、前期投入等诸多问题，如果在未解决这些问题之前盲目投入电商，也不是企业的明智之举，但电商的发展已经势不可挡， 在2014年，家具行业电商时代的步伐也将越迈越大。传统家具企业在埋头苦干的同时，应更多地关注电商平台的发展，以期走得更快、更稳。
In 2013, "double eleven", the revenue of Tmall has brought great shock to the furniture industry, and the electric business of furniture has been the trend of the times. In order to open up the channel, many furniture enterprises have tried to water e-commerce platform. At present, the furniture industry to test the water and electricity providers still exist many problems in logistics, distributors, standardization, early input, if before solving these problems blindly into the electricity supplier, enterprise is not sensible, but the development of the electricity supplier has a trend which cannot be halted in 2014, the electricity supplier Era, the pace of furniture industry will also be bigger. The traditional furniture enterprises in the work at the same time, more attention should be paid to the development of electronic business platform, in order to go faster and more stable.
4、同质化弊病亟待改善
4. The maladies of homogeneity need to be improved
在国内家具市场上，产品质量参差不齐，产品风格相互抄袭，同质化现象比较普遍，在办公家具领域内，尤为严重。许多小型企业不具备自主设计的能力，同时 由于设计人才缺失，品牌推广意识弱，开发新产品资金大、周期长和风险大等诸多因素，部分企业在实际运营时，只注重扩大经营，而不注重产品的设计和质量，也 缺乏科学的营销战略。正因如此，我国家具行业存在着同质化低端竞争现象，而使得中高端市场中一直被国际品牌家具占领，家具企业要想在市场"乱战"中脱颖而 出，必须着重考虑研发和品牌提升问题。
In the domestic furniture market, the product quality is uneven, the product style is copied each other, homogenization is quite common, especially in the office furniture field. Many small businesses do not have the ability to independently design, at the same time due to lack of talent, brand awareness is weak, many factors of new product development funds, long period and high risk, some enterprises in the actual operation, only pay attention to expand the business, and do not pay attention to product design and quality, but also the lack of scientific marketing strategy. Because of this, homogenization and low-end competition exist in the furniture industry of our country, so that the middle and high-end market has been occupied by the international brand furniture. If furniture companies want to stand out in the market "chaos war", we must focus on R & D and brand promotion.
5、定制家具极具发展潜力
5. The custom furniture has great potential for development
定制家具已成为业界极具发展潜力的商机。在房地产市场蓬勃发展的今天，个性化的装修风格逐渐受到人们的追捧，定制家具也就顺势成为一种时尚生活的标志。随着80后新生代消费群体的成长，定制家具因符合现代年轻人崇尚个性、展现自我魅力的要求迎来了高速增长。
Custom-made furniture has become a great potential business opportunity in the industry. Today, with the booming of the real estate market, the personalized decoration style is gradually being sought after by people. Custom furniture is also a symbol of fashion life. With the growth of the post-80s generation of the new generation of consumer groups, custom furniture has greeted high speed growth because it conforms to the demands of modern young people to advocate personality and show self charm.
众多企业纷纷进入定制家具行列，其中既有觉察到商机而新建的企业，也有为了适应市场需求变化，特设定制家具生产线实力较强的企业。
Many enterprises have entered the ranks of customized furniture, including new businesses that perceive business opportunities, and enterprises with strong capabilities to adapt to the changing market demand.
随着定制概念的进一步深化，消费者对定制概念的要求也越来越多、越来越精细化和高端化，以往在政府采购领域内常见的定制家具，已经渐渐走进人们的生活。
With the further deepening of customization concept, consumers' demands for customization concept are more and more, more and more refined and high-end. In the past, custom-made furniture in the field of government procurement has gradually entered into people's life.
6、舒适健康观念加强
6. Strengthening the concept of comfort and health
欧洲家具行业人类工效学发展的步伐较快，在家具设计方面，特别是设计办公家具时，欧洲非常重视对人类工效学课题的研究。随着社会的发展和进步，我国对 办公家具质量的关注也已经由环保、安全的层面上升到健康、人性的层面。怡人的环境和健康的姿势是增加工作效率和提高员工凝聚力的重要因素之一，这个观点已 经被人们普遍认可，在采购家具时，消费
The development of ergonomics in European furniture industry is developing faster. In furniture design, especially when designing office furniture, Europe attaches great importance to the research of ergonomics. With the development and progress of the society, our country's attention to the quality of office furniture has risen from the level of environmental protection and safety to the level of health and human nature. Pleasant environment and healthy posture is one of the most important factors to increase work efficiency and enhance employee cohesion. This view has been widely recognized and consumed when purchasing furniture.