In order to arrange a new house, Mr. Chen, a 32-year-old Zhongshan citizen, spent 90,000 yuan to purchase a set of local enterprises, Hong Gu Xuan, to launch new Chinese-style mahogany furniture. "Now a lot of mahogany furniture prices are very close to the people, but also have cultural connotations." Mr. Chen said.

It is understood that in Zhongshan, Guangdong, which has the reputation of “China's Redwood Industry Capital”, “letting mahogany furniture enter the homes of ordinary people” has become the consensus from the government to the enterprise. Dongcheng Redwood is one of the leading enterprises of mahogany furniture in Zhongshan. At this year's Red Expo, the company launched dozens of mahogany furniture boutiques, attracting many young buyers. Zhang Xifu, chairman of the company, introduced that in order to adapt to the trend of mahogany furniture entering ordinary families, Dongcheng has innovatively introduced “new classical” style furniture in recent years, which is more in line with modern aesthetic taste. This year, the company plans to add 50 new stores nationwide, and mainly to the second and third tier cities.

In fact, the current redwood industry in China is in an adjustment period. Chen Baoguang, deputy director of the China Furniture Association, said recently that as far as he knows, in some of the main mahogany furniture production areas, the flow of goods has dropped by 30%-40% compared with previous years, and industry reshuffle is inevitable. However, since last year, Zhongshan’s branded mahogany furniture companies have been flying in the “cold winter”. Dongcheng and Hongguxuan have added more than 30 and more than 20 brand stores last year. In the town of Dayong, a famous mahogany furniture town, there were 895 mahogany furniture companies in 2014, a net increase of 342 compared with 2013.

Behind the struggle of many mahogany furniture companies to achieve breakthroughs is the careful planning of the transformation and upgrading strategy of the entire mahogany furniture industry by the Zhongshan Municipal Government.

After 7 years of development, the annual Zhongshan Red Expo has become the most influential mahogany furniture exchange display platform in China, polishing the golden signboard of “China's Redwood Industry Capital”. In addition to attracting the highlights of mahogany furniture across the country, Zhongshan City also tried to explore the mutual development of the mahogany furniture industry and traditional culture, opening up three “cultural halls”: one is the Dayong Hongmu Furniture Boutique, exhibiting representatives The great work of Dayong Hongmu's development achievements for more than 30 years; the second is to combine the Zhongshan-Chaozhou industry docking assistance work, open the Chaozhou Arts and Crafts Hall of Fame, display the porcelain, woodcarving, tide embroidery, inlay porcelain, hand-drawn pot and other Chaozhou crafts. Fine art; third is Dongyang Sculpture Boutique. The five-day exhibition is expected to attract more than 200,000 visitors and visitors.

In order to open up a “test field” for the transformation and upgrading of the mahogany furniture industry, in 2013, Zhongshan City identified Dayong Town as the first pilot town for industrial transformation and upgrading. In this "experimental field", the government has established an industrial platform to refine the division of labor in the industry, so that the competitive advantage of the whole industry chain of mahogany furniture is highlighted. In view of the low production efficiency of mahogany furniture, weak supporting ability and insufficient scientific and technological level, Dayong Town encourages some small and medium-sized enterprises to take the road of specialization, focusing on one process, specializing in several types of products, professional service to specific group customers, and forming their own characteristics. . Industrial platforms such as China (Dayong) Redwood Culture Expo City, Guangdong Yuzhu Timber Industrial Park, and Nanhua Redwood Furniture Industrial Park have accelerated.

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