Nanxun's flooring industry is transformed and upgraded in the market

The Nanxun wooden floor industry cluster is embarking on a road of transformation and upgrading under the “forced” market.

The "domino" dominoes that have not collapsed this year have faced severe global economic conditions, and many domestic industries are facing pressures for slower growth. In addition, the wood flooring industry is in the downstream of the real estate industry, and the sales situation is very severe. "Following the "51", "Eleventh" and other festivals before and after, are the sales season of wood flooring, but this year, Nanxun wood flooring sales did not appear in the expected boom." Nanxun a wood floor company manager said.

Originating in the early 1980s, the Nanxun wooden floor industrial cluster has a history of 30 years. After undergoing market cultivation, scale expansion, and structural adjustment, the industrial cluster has formed a regional brand effect that has national influence. Last year In Nanji District, 92 wood enterprises above designated size achieved an output value of 10.6 billion yuan. “At present, Nanxun District has a total of more than 470 wooden floor companies, which account for about 35% of the country's total output, of which solid wood floors account for more than 60%,” said the person in charge of the Nanxi District Development and Reform Commission and the Economic Commission.

Can industry clusters accumulated over the past 30 years not fall like the "domino" dominoes, and can withstand this round of global economic fluctuations? “The practice has proved that the Nanxun wood flooring industry not only has a strong ability to resist risks, but also the market fluctuations have enhanced the resilience of Nanxun's wood flooring industry. This is also the difference between industrial clusters and enterprises' singles fighting,” said the person concerned.

According to statistics, in the first three quarters of this year, the output value of the Nanxun Wood Flooring Industrial Clusters was nearly 7.4 billion yuan, a year-on-year increase of 3.2%, and profits and taxes amounted to more than 600 million yuan, an increase of 6% year-on-year; especially noteworthy was that the output value was realized in the first half of this year. 5 billion yuan, a year-on-year increase of 1.6%, profits and taxes of more than 400 million yuan, an increase of 4.1% over the same period last year. “This aspect shows that the Nanxun wooden floor industrial cluster still maintains a steady development trend under the influence of various unfavorable factors; on the other hand, it can be seen from the data that the growth of wood flooring has accelerated significantly in the third quarter, which indicates that the wood flooring industry The inflection point has already appeared and the entire industry is going through a difficult period and gradually entered a recovery phase.

"Smile" responds to the market "forced"

“Last year, the sales of Shiyou Wood Industry was 1.1 billion yuan, which is expected to exceed 1.5 billion yuan this year!” This is a word spoken by Hu Shiqi, Deputy General Manager of Shiyou Wood, at the podium of the 2011 National Quality Award. .

Since the beginning of this year, the overall market for the flooring industry in the country has shrunk by nearly 30%, while the South Elm wood flooring industry cluster has grown in a contrarian direction, further expanding its market share. What makes the South Elm wood flooring industry achieve a contrarian growth? What kind of unique power does this industrial cluster have? “Nanqian Wood Flooring Company can be divided into three echelons at the moment. The first echelon is the three leading enterprises of Shiyou, Jiusheng and Yongji, and the second echelon includes more than 20 furniture such as Gerson, Fangyuan, Beak, and Luck. For companies that have a certain influence or growth and are in the process of creating a brand, the third echelon is a small enterprise with an annual output of less than 500,000 square meters, which is clearly seen in the fluctuation of the market. The larger the scale and the stronger the strength, the stronger its ability to resist risks," said the relevant person in the Development and Reform Commission of Nanxun District and the Economic Commission.

In this regard, relevant experts analyzed that compared with the period of the financial crisis in 2008, a distinct feature of this round of economic fluctuations was the difference in monetary policy; during the financial crisis, although the global economic situation was not optimistic, domestic credit policies were very loose; This round of economic fluctuations was affected by the high CPI of the domestic market, and credit policy was in a state of shrinkage; therefore, despite the squeeze of market space, it is a good opportunity for powerful companies and industrial clusters to expand and seize market share. . “The South Elm wood flooring, as an industrial cluster, has the advantage of clustering development. It is this advantage that enables it to flexibly adjust its development strategy according to market changes, thereby achieving a converse expansion,” he said.

Taking Shiyou Wood as an example, the company's post-doctoral research and development team developed the surface hardening treatment technology in 3 years, which can make the hardness of 2 to 3 mm on the surface of poplar wood board achieve the same effect as that of hardwood, thus realizing fast labor speed. Lin's poplar resources produce wood flooring, which greatly reduces the price of raw materials. The company also invested nearly RMB 100 million to establish a floor testing center, which has now obtained a national laboratory accreditation certificate.

Similarly, Jiusheng Floor participated in the revision of two national standards for indoor flame-retardant flooring, formally entered the indoor flame-retardant flooring market, and invested 25 million yuan in the implementation of the project of expanding the annual output of new three-layer solid wood composite flooring by 1 million square meters. Solid wood flooring extends to laminate flooring and solid wood flooring. In addition, companies such as Fordeli, Huizheng and Hanke have also invested in laminate flooring. "Focus on the main business, with the influence of the brand and the strength of the company, to the development and sales of the 'smile curve' at both ends of the development, from the solid wood floor to extend the industrial chain to the composite floor, in order to achieve the transformation and upgrading of enterprises and products, it is Nanxun wood flooring The key to industrial clusters responding to market shocks is the analysis of relevant experts.

Not long ago, the government and enterprise joined forces to “cluster” the road. The implementation plan for the transformation and upgrading of Nanxun wooden floor industrial cluster demonstration zone was formally promulgated. This plan has planned the development strategy of the Nanxun wooden floor industrial cluster in the next three years. According to the plan, by 2013, sales revenue above the scale of the wooden floor industry will reach 28 billion yuan, solid wood flooring production will account for more than 60% of the country's total, and solid wood flooring production and sales will account for more than 25% of the country's total.

How can we achieve this goal? "This round of market volatility as an opportunity to further extend the South Elm wood flooring industry chain, scheduling and implementation of a number of key projects, while improving the level of industrial public service platform and the ability of independent innovation of enterprises, focus on cracking the constraints of capital, land and other factors, implement well The various preferential policies in areas such as independent innovation, project investment, brand building, mergers and reorganizations, and greater strength and strength have enabled the Nanxun Wood Flooring Industry Group to leap to a new level, said relevant person in the Nanxun District Development, Reform and Economic Committee.

It is understood that since the beginning of this year, Nanxun District has integrated various financial resources, and the province has taken the lead in constructing a financing platform for industrial clusters. It is expected that within the next three years, a new financing scale of RMB 1 billion will be added for the Nanxun Wood Flooring Industry. Up to now, it has been a wood flooring company within the cluster. It has financed more than 220 million yuan; it has built a new 600-acre China Nanxun International Building Materials City, which has now entered the investment promotion phase; in addition, Nanxun District also scheduled nine key projects for the wood floor industry during the “12th Five-Year Plan” period, with a total investment in these projects. Up to 4.5 billion yuan. “The next step is to achieve breakthroughs in four key areas such as solid wood flooring, engineered wood flooring, reinforced flooring, and extended products. This will promote the horizontal development and vertical derivation of the industrial chain, further increase the added value of products, and accelerate traffic. Infrastructure and 'six centers' (ie, product trading center, warehousing and logistics distribution center, science and innovation center, financial service center, information center, price center) construction, space layout optimization field, to enable Nanxun wood flooring industry cluster to achieve faster and more High-quality development," said the responsible person in Nanxun District.