Status Quo And Future Of Changzhou Furniture Industry And Brand

Applying industry cluster theory and brand theory, a research's been made on Changzhou's furniture industry and furniture brand based on investigation and comparison to foreign furniture-making areas. A furniture industry cluster has been formed after 20 years' development. Small and Medium Enterprises (SME) compose the majority of the cluster. Their main products are wood based panel furniture aiming at mainstream and low-end market. Big companies, rare lacked as they are, are rather strong in terms of capital and technology. A considerable part of their products are sold to overseas market. As the whole industry chain is considered, the upriver furniture accessory providers are weak; the lower reach marketing companies have been fully developed while furniture manufacturers in the middle are medium in size and power. Third part organizations play an important role in local industry. However full-scale and long-term cooperation between enterprises and the organizations hasn't been established.Changzhou's furniture industry is still weak with respect to brand. Products from big companies are most in form of OEM. SEM has done little to develop their brands, as they are capital limited. A furniture industry part is being planned under the guide of local government. The core of the part is a big furniture company. Many SME are included in it. The main aim of the part is to optimize the furniture industry chain and establish an area brand. The result of the plan will cast a great influence on local furniture industry. According to the current situation of the furniture industry, improvement should be made in industry structure and more responsibilities should be bear by the industry association to integrate local enterprises into a real characteristic industry cluster.