Chinanews.com, Ganzhou, December 24th, title: Evolution of Gannan furniture industry: from "OEM" to "Create Brand"

　　Chinanews reporter Wu Pengquan

　　During the winter solstice, Huanglong (Chinese name) from Spain sat in front of a computer in a design agency in a home furnishing town in Nankang District, Ganzhou City, Jiangxi Province, carefully looking at the excellent design plans of some Gannan furniture products. Eastern and Western design concepts, design for Nankang export furniture, let Chinese solid wood furniture further enter the European market."

　　"China's solid wood bed is made in three parts of Nankang." Nankang District, located in the old area of ​​southern Jiangxi, is an important furniture industry cluster in China.

The Gannan furniture industry started in the early 1990s. After more than 20 years of development, it has gradually formed a whole industrial chain cluster integrating processing and manufacturing, sales and distribution, professional supporting facilities, and furniture bases.

The picture shows the shared intelligent material preparation center in Nankang District, realizing the goal of "personalized customization, large-scale production, and intelligent service" of Nankang furniture.

(Data map) Photo by Liu Zhankun

　　However, the Gannan furniture industry derived from the "grassroots economy" also faced the dilemma of "big but not strong, many enterprises but not refined". In the past, nearly 6,000 large and small workshops in Nankang were once considered low-end manufacturing synonymous with.

　　"In the past, Nankang furniture imitated each other and copied each other. The homogeneous competition of products was serious, and the competitiveness was not strong. It followed the path of small profits but high sales. Furniture companies did not invest enough in R&D. Most of them mainly produced OEM and OEM products. Dare to show your identity and build a brand." Zhong Yuhua, director of Nankang Industrial (Furniture) Design Center, has a deep understanding of this.

60 skilled craftsmen competed in woodworking skills in Nankang, Jiangxi, the "China Solid Wood Home Furnishing Capital".

(Data map) Photo by Wu Han Photo by Wu Han

　　In order to solve the pains and difficulties that restrict the development of the furniture industry, such as lack of original design and low brand awareness, Nankang District, Ganzhou, Jiangxi relies on Nankang Home Furnishing Town to build a "design village" and establish a national industrial design center - Nankang (Industrial) Furniture The design center integrates original design resources, builds a two-way communication platform, establishes a talent training mechanism, and quickly transforms design results to continuously improve the added value and influence of Gannan furniture brand.

　　"Through a series of measures such as prioritizing the allocation of apartments for talents, formulating design subsidy policies, and strengthening the protection of R&D and design intellectual property rights, a large number of first-class design institutions and talents at home and abroad have been attracted to settle in Nankang." Zhong Yuhua revealed that at present, Jiangxi Nankang has attracted domestic and foreign More than 600 designers from 116 foreign design agencies have settled in regularly.

　　Li Denggui, the general manager of a design company in Shenzhen, chose to move the company to Nankang because he was optimistic about the furniture industry market in southern Jiangxi.

"According to customer needs, the company customizes and designs solid wood sets that can be mass-produced. After years of resource accumulation, the company cooperates with more and more furniture companies." In his view, the furniture industry needs to continuously design new styles and launch new products. products to stimulate consumers.

The picture shows some visitors visiting the furniture time corridor in Nankang District.

(Data map) Photo by Liu Lixin

　　Industrial design is the integration and innovation of the appearance, function, structure, packaging and brand of industrial products.

Jiangxi Nankang guides furniture companies to use industrial design as a link to accelerate product upgrading and brand value enhancement, promote the integration of industrial chains, innovation chains, and value chains, and improve the quality of industrial development.

　　Statistics show that in 2021, Nankang District will add more than 12,000 original furniture products and more than 3,500 authorized patents. The number of Gannan furniture set brand enterprises has increased from more than 100 in 2017 to nearly 1,000 now.

　　In order to enhance brand influence, Jiangxi Nankang strives to create a never-ending "Home Expo"; establishes "Nankang Furniture Brand Alliance", and hundreds of furniture companies actively join; vigorously implements the "Hundred Cities, Thousands of Stores" plan to promote local Furniture entered the domestic high-end market.

　　"After the completion of the Nankang (Industrial) Furniture Design Center, many furniture companies have become more aware of the importance of design innovation, and can also find first-line design services at their doorstep." In Zhong Yuhua's view, Gannan Furniture has realized the transformation from simple imitation to original design , the deep transformation from parallel imports OEM to Nankang brand, from low profit margin to high added value.

"We will strive to realize the headquarters of 300 R&D and design institutions settled in Nankang Home Furnishing Town within three years, and further promote the development of Gannan furniture enterprises in the direction of branding and digitalization."

(use up)