Guohui: Chinese furniture company surfing the world

Summer, Zhangzhou Jinfeng Development Zone in Zhangzhou Xiangcheng Guohui Industrial Co., Ltd., a vehicle full of furniture, container trucks lined up, continuously transported to Xiamen port. In the 100,000 square meter factory, all production lines are running at full capacity, and orders from all over the world are cheerfully executed. Since its founding 15 years ago, Guohui Industry and Trade has gone from being down-to-earth independent innovation to the crisis strategy of winning the fight, and then to the brand breakout of “MADE IN CHINA”, Guohui has become a surfer in the international furniture market, and China has joined the WTO for ten years. Bright national name -

Southeast Network-Fujian Daily reported on July 9 (Reporter Lei Guangmei correspondent Lu Fengpeng Yang Special Group)

Innovation

Strengthening the body and maintaining the bones

“When Guohui Industry and Trade started in 1997, the output value was only 2 million yuan. After 15 years of hard work, the output value has exceeded 300 million yuan. It is impossible to achieve independent innovation.” Vice Chairman of China Furniture Association, Zhangzhou Yang Guohui, chairman of Hui Industry and Trade Co., Ltd. said.

In recent years, Guohui Industry and Trade has focused on American-style high-end furniture. "This type of furniture is very popular in the European and American markets. We look at the demand, introduce foreign advanced technology, and continue to integrate individualized innovation elements, and have been widely recognized. At present, there are only 15 enterprises that produce American-style furniture in China." Yang Guohui introduced.

In the new product showroom, the reporter saw the latest innovative product - classical art ceramic furniture. The classical art wooden furniture is decorated with ceramics to achieve a combination of Chinese and Western styles, and a seamless docking process is adopted to create a high quality taste. "Product innovation must be in front of people, and strive for the ultimate craftsmanship. At present, there is no such product in the international market." Yang Guohui told reporters that in order to launch classical art ceramic furniture, Guohui Industry and Trade cooperated with domestic famous ceramics institutes, and has applied for utility models. Patents, ceramics and furniture combined with safety protection measures have also applied for invention patents. After the new products were displayed abroad, customers from more than 10 countries visited the site and soon there were a large number of intentional orders.

At present, Guohui Industry and Trade has established a high-quality research and development team of more than 30 people, with more than 100 furniture utility models, appearances and invention patents. At the same time, the production process is continuously upgraded and transformed, and more than half of the processes realize CNC automation. In 2011, the company's output value reached more than 300 million yuan, an increase of 50%. In the first half of this year, exports increased by 46%, an increase of 10 percentage points over the same period last year.

Crisis strategy

Use good use of international rules

When Guohui Industry and Trade was just founded, it encountered the financial crisis in Southeast Asia. In the past 15 years, in the international market where Guohui has been involved, an economic crisis has been encountered every three years. However, Guohui Industry and Trade, which has a very high degree of product extroversion, has become stronger and stronger.

"The crisis has spread, the first is the consumption of luxury goods. But the crisis does not mean that it does not consume, or there is a huge market." Yang Guohui believes that the crisis is also an excellent opportunity, the key is how to use the international rules.

In 2004, the United States implemented anti-dumping against Chinese bedroom furniture, and the Chinese furniture export industry faced enormous challenges. At the beginning, Guohui Industry and Trade wanted to file a lawsuit against a number of furniture export companies in the United Nations. However, many companies have retreated because they are unfamiliar with international market rules and legal systems. In 2005, Guohui Industry and Trade appealed independently in the United States and eventually succeeded, becoming the only company in the province to enjoy low US tariffs.

"It doesn't matter if you don't understand American law. We will spend a lot of money to ask the best lawyers in the United States." Yang Guohui said that Guohui Furniture has always been in accordance with international regulations in terms of raw material introduction, product production, employment environment and market expansion. At the same time, Guohui Industry and Trade has been 100% credibility in the United States for many years. No complaints were made due to product quality issues. A large number of “hardcore” trading partners were also handed over, and the US high-responsibility team was hired.

In 2001, when the "9.11" incident occurred, Guohui Industry and Trade hired the United States to participate in the anti-terrorism policy and became one of the first Chinese export enterprises to obtain US anti-terrorism certification. At present, Guohui Industry and Trade has successively obtained ISO9001 international quality management system certification, ISO14001 environmental management system certification, OHOS18001 occupational health and safety management system certification, FSC/COC production and sales chain of custody management system certification, and wood furniture quality certification. At the same time, it also obtained third-party audit and audit system certifications such as human rights, quality, and anti-terrorism. In 2000, one year before China joined the WTO, Guohui Industry and Trade was granted the right to self-export. At that time, only two companies in Zhangzhou were authorized.

Brand breakout

Starting from grafting international brands

Yang Guohui believes that in order to enter the international market, national brands must take the initiative and shape intellectual property as the core of the company's international strategy.

Not long ago, Yang Guohui’s friend told him during his visit to the United States that he saw Guohui furniture products in the American hypermarket. The product has a distinct personality and exquisite workmanship, and is particularly eye-catching in the hypermarket. However, there are two labels on the product, one is “MADE IN CHINA” and the other is the American brand “Michael Amini”, but there is no “Guo Hui”.

"Guohui products have been recognized by the US industry, but American consumers rarely know the word 'Guohui'." The friend's overseas phone call once again swayed Yang Guohui's heart. Entering the international market, Guohui has achieved independent innovation and market cooperation, and then it must move towards its own brand.

With good quality and reputation, Guohui has established a good partnership with the famous American brand operator AICO.

Yang Guohui's footprints cover all major courts, museums, and home fairs around the world. He took the camera and photographed the elements that might be combined with the furniture. After he came back, he studied it.

Yang Guohui often discusses international brand strategies with famous economists at home and abroad, and leverages his efforts. At the beginning of this year, Guohui Industry and Trade joined the famous American home brand Michael Amini, and invested 10 million yuan in the golden section of Xiamen Hubin to open the Michael Amini furniture flagship store. Brand founder Michael Amini said that the branded Guohui furniture continues to be popular among high-level consumers in the United States.

Yang Guohui told reporters that after years of product quality, reputation and market experience, Guohui Industry and Trade plans to establish its own brand stores in first-tier cities in China during the year. "Next, we have to open the store to Europe and the United States, and strive to go public after five years." Yang Guohui is full of confidence.

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