rattan furniture and technical innovation in china
TRANSCRIPT
Topic: The Rattan furniture
& Technical innovation in
China By China Industrial Co. Ltd
June 1, 2015
Introduction Paage
Chp1
Instability Chp2 Niche
Market
Chp3 Sustainable
CONTENTS
PAGE
Chp4
Review
3 Introduction
Introduction As everybody knows, the art of crafting using
rattan has been honed over two thousand years
in China. Our ancestors made rattan furniture.
Some of the famous paintings of the Tang and
Song Dynasties include rattan chairs. Chinese
rattan craft has revolutionized the way rattan is
used worldwide.
Zhao Ji's painting (The Northern Song Dynasty) is
displaying at the Imperial Palace Museum in Taipei.
Class Wicker Furniture at Victorian Era.
4 Introduction
Introduction Chinese rattan craft had become of special interest to
Europeans and Americans by the end of the eighteen
century.
The rattan furniture industry became flourishing in
the 70’s when American demand increased. In the
90’s the industry began to atrophy due to problems
with human resources, certain restrictions and strong
competition.
18 th Century 70’s
5 Introduction
Introduction Today, the growing concern about climate change
among consumers has led to an increased in the demand
for environmentally friendly products. Rattan furniture
is made using non-timber forests which should provide
a competitive advantage for as the products are more
environmentally friendly.
However there has been a gradual decline in China’s
rattan furniture industry. Let us discuss some of the key
reasons for this.
Chapter.1
Instability Upstream
Key1
7 Chp1 Instability Upstream
• Rattan grown in China do not possess the qualities which
are suitable for furniture;
A lack of stability in upstream industry has also created a lack of confidence in the
downstream industry
• Rattan suitable for furniture are mainly exports from
Southeast Asia, Indonesia in particular;
• Countries which export rattan do not have stable export
policies.
8 Chp1 Instability Upstream
Investors are unwilling to invest money
Investors are unwilling to invest money in
the downstream industry to develop new
production technologies due to supply
instability. The limited number of investors
lack the financial and human resources to
successfully resolve this (industry
predicament).
Chapter.2
Remaining A Small Market
Key2
10 Chp2 Remaining A Small Market China has a huge consumer market,
but the rattan furniture industry remains a small market.
Despite China huge potential market and abundance of skilled artisans, for nearly 100 years the rattan furniture in China has
remained a niche market. The following points reinforce this:
11 Chp2 Remaining A Small Market Rattan materials possess
many advantages over traditional materials; However there are some limitations. It is extremely
difficult to produce quality rattan furniture using
conventional machinery;
12 Chp2 Remaining A Small Market
Rattan has a small diameter and is therefore not suitable for spelling in slab form;
13 Chp2 Remaining A Small Market
Rattan has a hard skin but a soft core therefore it cannot be the independent supporting part of furniture;
14 Chp2 Remaining A Small Market
The density of rattan causes cutting blades to become buried in it.
15 Chp2 Remaining A Small Market
Rattan is difficult to work with using machines as the material is too flexible.
16 Chp2 Remaining A Small Market Rattan furniture in China has been developing
over a long time, but there has yet to be investors willing and able to invest on promoting rattan to the public successfully. This means that the true potential of the rattan market is still yet to be realized.
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17 Chp2 Remaining A Small Market
Rattan furniture has traditionally been handmade on a small scale by local artisans which limits productivity.
18 Chp2 Remaining A Small Market
Early 50’s Began manufacturing rattan
furniture in Hong Kong at
OEM service.
Beginning of 80’s Mr. Choi transferred the
factory to Guangdong, China.
1999 Mr.Choi built (Hello Hobby)
and carried domestic market
sales.
2001 Started franchise chain stores cooperation in China.
Case Sharing:
19 Chp2 Remaining A Small Market
90’s
Pure Rattan Furniture
2001 Rattan & Wood
Combination
Furniture
2011 Wood & Rattan
Combination Furniture
Future?
Transition
Chapter.3
Truly Sustainable
Key3
21 Chp3 Truly Sustainable
Rattan Industry Truly Sustainable Needs
。
Stable Supply Protection From National Policy
Working Together
22 Chp3 Truly Sustainable
Rattan Industry Truly Sustainable Needs
Stable Supply
As rattan development has been receiving more attention recently, rattan weaving has been identified as the intangible cultural heritage of Guangdong last year. However, as a handmade product, the rattan industry has encountered a lack of skilled technicians and a stable supply of rattan material.
23 Chp3 Truly Sustainable
Rattan Industry Truly Sustainable Needs
Protection From National Policy
The rattan furniture market has begun to shrink due to high costs despite the large potential market. The success of the rattan industry as a whole will require more than the efforts of one or two innovative companies. There needs to be a national organization to help implement policies which can support the development of the Chinese rattan insustry.
24 Chp3 Truly Sustainable
Rattan Industry Truly Sustainable Needs
Working Together
We call on industry experts to work together to help maintain and promote growth in the rattan industry.
Chapter.4
Review
Final
26 Chp4 Review
Reluctant to Invest
The instability of rattan materials
has made investors reluctant to
invest in this industry.
Advanced Machinery
Only advances in mechanical
manufacturing can help the rattan
industry sustainably flourish.
High Wages
Increases in wages in mainland
China has driven up the costs of
production.
Market is Shrinking
Despite the large existing rattan
market, the market is beginning
to shrink due to rising
manufacturing costs.
27 Chp4 Review
No Longer Sustainable
Using high wages to attract
skilled manual technicians and to
promote rattan furniture is no
longer sustainable.
Hard to Find Young People
The rapid development of society
makes it hard to find young
people willing to learn the
handicraft.
Protection From National Policy
Rattan furniture is a “Provincial
Intangible Cultural Heritage”
belonging to the art of furniture. The
art development side of rattan
furniture requires even more
protection from national policy than
the business side of rattan furniture.