Abstract
Many small and medium-sized Chinese furniture export enterprises meet the ever
difficulties for furniture export after the global financial crisis, with the gradual
disappearance of low-cost advantages, export pathway was blocked; Chinese furniture
export enterprises have to carry on the transformation and upgrading measures. In this
regard, this paper focus on changing the extensive development mode of Chinese furniture
export enterprises, which rely on processing trade, low value-added products, to
sustainable development; improve the added value of export products, and gradually
formed the core competitiveness of Chinese furniture industry.
Firstly, based on the theoretical analysis of the export trade-related theories, to find
out comparative advantages of Chinese export enterprises, combined with the current
status analysis of furniture industry, and to take qualitative analysis selecting the main
external factors affect Chinese furniture export enterprises, including the RMB exchange
rate, labor costs, raw materials costs and insufficient external demand, etc.
Secondly, analyze the opportunities in the crisis, take JS Furniture for example, to sort
out specific directions and measures of transformation and upgrading, including branding
and product innovation, the development of new business models, personnel training,
improve product quality, diversify export markets, and set up cooperation with high
schools and industry association.
Finally, analyze and evaluate JS Furniture transformation and upgrading strategies.
And point out the effective measures of JS furniture which can be used in many of Chinese
furniture export enterprises.
In conclusion, give advices for Chinese furniture export enterprises to improve their
competitiveness in overseas markets and ultimately turn China from the big exporter to a
power exporter in the world.
Keywords: furniture industry; transformation plan; transformation and upgrading;
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