What is the development trend of office supplies industry?

Office chair industry related companies: Yongyi (603600), Henglin (6036 1), Aurora Group, Furniture, Midea, Oulin Furniture, etc.

The core data of this paper: the industrial chain of office chair industry, the market scale of office chair industry, the import and export scale of office chair industry and the competition level of office chair industry enterprises.

General situation of industry

1, definition

Office chair refers to all kinds of chairs equipped for the convenience of work in daily work and social activities. There are many kinds of office chairs, and different office chairs will be used in different office occasions. At present, office chairs include large class chairs, middle class chairs, conference chairs, staff chairs, conference chairs, visitor chairs and training chair. Office chairs can be classified according to standards such as material composition, use type and use occasion.

2. Industrial chain analysis: the industrial chain is short.

From the industrial chain structure of office chairs, the upstream of office chairs mainly includes hardware, sponge, wood, iron frame, leather, plastic and other industries, mainly including Heidi Shi, Dongtai, Blonde Technology, Shagang Group and other enterprises. Mid-stream office chair manufacturers are mainly Yongyi, Henglin, Taibo Furniture, Boyi Furniture and other enterprises. Downstream consumer groups mainly include enterprises and institutions, government agencies and home users. At this stage, enterprises, institutions and government agencies are the mainstay.

Industry development course: The office chair industry has a long development course.

China's office chair industry has a long development process, which is mainly divided into three stages: first, from the end of 19 to the beginning of the 20th century, with the invasion of China by western powers, office chairs were introduced to China when the west was becoming a hot topic, which opened the door to the office chair market in China for the first time; Secondly, by the end of the 20th century, with the reform and opening up in China, the number of office chairs increased sharply. At that time, when a large number of office chairs were equipped in the west, many companies invested hundreds of dollars in ergonomic office chairs for each employee, so the office chair market in China began to grow accordingly. Finally, at the beginning of 2 1 century, the global home manufacturing industry shifted, and the office chair industry in China showed industrial clustering, with the production scale and demand scale ranking among the top in the world.

Upstream supply: adequate supply of basic materials.

The main raw materials of office chairs include steel, cloth and leather. First of all, in terms of steel supply, China's steel industry will maintain a growth trend in 2020, and the output of main products such as pig iron, steel and crude steel will reach the highest level in history. According to the data published by the National Bureau of Statistics, from 2013 to 2020, China's steel output fluctuated, and both pig iron and crude steel showed an upward trend. In 2020, the national steel output was 65.438+32.5 million tons, a year-on-year increase of 9.96%; Pig iron output was 888 million tons, up 9.77% year-on-year; Crude steel output/kloc-0.053 million tons, up 5.72% year-on-year.

In terms of fabric, fabric is an important part of office chair, which determines the appearance and comfort of office chair. According to the data of National Bureau of Statistics, from 2065438 to 2020, the cloth production in China showed a downward trend. In 2020, the output of * * * cloth in China will reach 46.03 billion meters, down 17 1% year-on-year. The reason for the decline is that the industry is affected by the tightening of environmental protection policies in China and international trade disputes, which makes the cloth production and profit in China basically at a low level. Cloth production has been in the trend of reducing production, but it can basically meet the downstream demand.

In leather industry, china leather's industry consists of five major industries, namely leather making, shoemaking, leather products, leather clothing, fur and leather products, as well as supporting industries such as leather technology, leather chemicals, leather machinery, leather hardware and shoe materials. After more than 20 years of rapid development, china leather industry has formed a complete system from production, management, scientific research to personnel training. China has become one of the main producing areas of leather, fur and its products in the world. In 2020, the output of light leather above designated size in China will be 577 million square meters.

Downstream development: Enterprises are the main consumers.

Judging from the downstream consumption terminals of office chairs in China, office chairs in China are mainly used in scenes including enterprises, schools and families. As the upstream industry of office building development, the large-scale development of office buildings has brought a broad new market demand for office furniture. In 20 14-20 17, the investment, completed area and sales amount of office buildings in China increased year by year, and there was a great demand for office chairs in China. Although the investment, completed area and sales amount of office buildings decreased in 20 18, they resumed growth in 20 19, and declined slightly in 2020 due to the epidemic. With the economic recovery, the growth trend of office development, completion and sales will continue, and the demand for office chairs in China will resume to grow.

Current situation of industry development

1. demand status: the demand scale continues to grow.

The demanders of office chairs are mainly office workers in China. Therefore, in the calculation of office chair demand, Foresight will calculate the scale of office chair demand based on the population structure of China, combined with the urban and rural population distribution, population age distribution and urban unemployment rate distribution. In the calculation process, at the same time, in terms of personal use and personal standby, assuming that the number of office chairs required by each person is about 1.5, the depreciation period of office chairs in the enterprise income method is 5 years, it is concluded that the demand for office chairs in China will be about 230 million in 2020.

In terms of market scale, according to the Statista data released by CSIL and other institutions and the market structure of office furniture in China, the income scale of office chair industry in China accounts for about 365,438+0% of the whole office furniture. Combined with the demand growth of office chair enterprises in China, it is estimated that the market scale of office chair industry in China will be about 26.5 billion yuan in 2020.

2. Export status: domestic supply accounts for 60% of the global market.

After decades of development, the office chair industry has formed a global industrial chain. Traditional manufacturing powers such as Europe and America have stronger control and discourse power in R&D design, brand channels, enterprise management, product quality and technology, thus forming a strong competitive advantage and firmly occupying the main share of the middle and high-end market, such as Steelcase and Herman.

Miller and Haworth are well-known brands with global influence.

However, with the deepening of international industrial transfer and domestic industrial transformation and upgrading, the importance of China in the global seat industry chain has been increasing. In addition to low-end products, the design and research and development of high-end products are gradually shifting to China. Leading enterprises with competitive advantages rely on the first-Mover advantage to further increase R&D investment, strengthen independent innovation, strive to improve product design, quality and function, gradually raise the competitive barriers of product R&D, production, sales and supply chain integration, and gradually expand their business to the middle and high-end fields, so as to realize the transformation from quantity-driven to quality-oriented. According to the data of the United Nations General Administration of Trade, in 2020, China's office chair exports accounted for 65.76% of the global office chair exports, ranking first.

From the specific export scale, from 20 17 to 2020, the export volume and amount of office chairs in China will gradually increase. In 2020, the export volume and amount of office chairs in China were affected by the overall household export wave, and both reached new highs in recent years. In 2020, China office chair industry will export 83,398,800 products, with an export value of about 40140,000 USD. In the first half of 200210, China exported 4810/400 office chairs, achieving an export value of 2.466 billion US dollars.

Industry competition pattern

1. Regional Competition: Anji, Zhejiang Province is the industrial core area.

China seat production industry has low concentration and scattered market structure. According to the data of Forward-looking Intelligent Investment Promotion System, the related enterprises in China office chair industry are mainly distributed in the Pearl River Delta region, the Beijing-Tianjin-Hebei region and the Yangtze River Delta region headed by Zhejiang, among which Anji County, the hometown of China chair industry, is located in Zhejiang Province. According to public information, there are more than 700 office chair enterprises in Anji County alone, where the total industrial output value is more than 20 million yuan.

2. Enterprise competition: high-end office chairs are not competitive enough.

China's office chair supply chain is similar to other advantageous industrial chains of "World Factory". Over the years, we have established and improved the industrial chain, gained international supply share with cost and efficiency, and occupied a leading position in production. However, most enterprises are still in the middle and low-value link based on OEM mode. From the perspective of competition in the office chair industry, the high-end part of the office chair industry in China is dominated by leading foreign office chair enterprises, such as Steelcasr, HNI and Herman.

Miller, etc. Secondly, some domestic OEM/ODM enterprises mainly export, and the representative enterprises are Yongyi and Henglin. The rest are low-end regional enterprises, and most domestic enterprises are at this level.

3. Industry concentration: the concentration is obviously low.

The leading enterprises in China's office chair industry mainly export, so from the perspective of export concentration chain, the market concentration of China's office chair export enterprises is low. It is expected that the impact of the epidemic will lead to an increase in concentration. In 20 19, Yongyi and Henglin had the highest export share of office chairs in China, accounting for 10.6% of total sales, and CR 10 enterprises accounted for 24.3%. In 2020, the concentration of export sales of office chairs in China increased slightly to 13.85%. However, compared with the American office furniture market, the market share of the five office furniture giants led by Steelcase and HermanMiller is close to 50%, of which Steelcase accounts for 18.6%. The reason for the low concentration of China office chair export market is that the export products are oriented to the low-end markets in Europe and America, and the product difference is low, which has not yet formed the corporate brand effect.

Industry development prospect and trend forecast

1. Trend: product optimization and industry integration are the main directions.

The office chair industry is a non-high-tech industry, with a high degree of product homogeneity and a large number of low-end products. Therefore, the industry will have greater room for development in product innovation and product standards in the future. In addition, in terms of industry competition, industry concentration is obviously low, and the number of leading enterprises is small. The integration and development of the industry in the future will also be an inevitable trend.

2. Prospect: The market scale will continue to grow.

With the vigorous development of economy and the continuous improvement of urbanization rate, the demand for office buildings and commercial houses in cities is increasing, which has played a great role in promoting the development of office chair market in China. With the improvement of office environment and the promotion of health awareness, people pay more and more attention to multifunctional, adjustable and extensible healthy office chairs, and the demand for high-end chair products is gradually increasing. Therefore, referring to the growth rate of office chair market in China, it is predicted that the market scale of office chair industry in China will keep growing from 2026 to 2026, and it will reach 37.6 billion yuan by 2026.

The above data refer to the Analysis Report on Market Foresight and Investment Strategic Planning of China Office Chair Industry by Forward-looking Industry Research Institute.