BENGKEL SISTEM MAKLUMAT BENGKEL SISTEM MAKLUMAT PASARAN TEMPATAN & PASARAN TEMPATAN &

ANTARABANGSA ANTARABANGSA

PROSPECTS OF MALAYSIAN PROSPECTS OF MALAYSIAN FURNITURE EXPORTSFURNITURE EXPORTS

MD. SILMI ABD RAHMANMD. SILMI ABD RAHMAN

HOTEL SERI MALAYSIA, AYER KEROH MELAKAHOTEL SERI MALAYSIA, AYER KEROH MELAKA

29 JULAI 200829 JULAI 2008

MALAYSIA’s TRADE AND MALAYSIA’s TRADE AND

FURNITURE EXPORTS FURNITURE EXPORTS

PERFORMANCEPERFORMANCE

Malaysia’s Total Trade:2006 : RM1,069.74 billion2007 : RM1,109.97 billion ( ↑3.7%)

Total Exports:2006 : RM588.97 billion2007 : RM605.15 billion (↑ 2.8%)

Total Furniture Exports:2006 : RM8.08 billion2007 : RM8.55 billion (↑5.8%)

International Trade Position in 2007:19th largest exporters (Furniture: 10th largest world exporters)

MALAYSIA’S FURNITURE IMPORTS (2004-MALAYSIA’S FURNITURE IMPORTS (2004-2007)2007)

MALAYSIA’S FURNITURE EXPORTS (2004-MALAYSIA’S FURNITURE EXPORTS (2004-2007)2007)

COUNTRY

2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

Value (%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 7,050.64

7,495.55

6.3 8,080.1 7.8 8,547.77

5.8

COUNTRY

2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

Value (%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 1,032.91

1,254.91

21.5 1,320.78

5.2 1,322.74

0.1

TOP 10 FURNITURE EXPORT DESTINATIONSTOP 10 FURNITURE EXPORT DESTINATIONS

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 7,050.64 7,495.55 6.3 8,080.1 7.8 8,547.77 5.8

USA 2,145.12

2,466.85 15.0 2,551.16 3.4 2,272.37 -10.9

JAPAN 719.30 695.57 -3.3 723.57 4.0 777.38 7.4

AUSTRALIA 628.62 585.62 -6.8 673.71 15.0 716.37 6.3

UK 734.69 621.60 -15.4 608.82 -2.1 598.74 -1.7

SINGAPORE

347.88 308.02 -11.5 326.58 6.0 398.10 21.9

UAE 308.84 252.01 -18.4 313.00 24.2 344.80 10.2

INDIA 107.10 136.67 27.6 231.39 69.3 282.02 21.9

CANADA 225.04 230.66 2.5 271.20 17.6 278.65 2.7

CHINA 63.02 83.05 31.8 136.06 63.8 213.49 56.9

FRANCE 62.75 124.82 98.9 113.42 -9.1 156.22 37.7

TOP 10 FURNITURE IMPORT SOURCETOP 10 FURNITURE IMPORT SOURCE

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 1,032.91 1,254.91 21.5 1,320.78 5.2 1,322.74 0.1

CHINA 230.94 264.51 14.5 267.78 1.2 324.02 21.0

POLAND 96.68 98.74 2.1 130.61 32.3 114.02 -12.7

ITALY 48.51 50.37 3.8 55.20 9.6 89.85 62.8

THAILAND 57.72 95.58 65.6 80.16 -16.1 86.13 7.4

GERMANY 53.59 55.36 3.3 64.91 17.3 82.92 27.7

JAPAN 37.74 48.11 27.5 49.73 3.4 72.54 45.9

LITHUANIA 24.46 30.18 23.4 43.01 42.5 58.22 35.3

INDONESIA 46.68 59.09 26.6 58.48 -1.0 52.59 -10.1

VIETNAM 49.87 44.52 -10.7 58.70 31.9 47.91 -18.4

USA 32.74 124.23 279.4 81.44 -34.5 36.30 -55.4

TYPE OF FURNITURE EXPORTED (2006-TYPE OF FURNITURE EXPORTED (2006-2007)2007)

  2006 2007

Description Value Share (%) Value Share (%)

Change (%)RM Mil RM Mil

FURNITURE, WOODEN

6,391.21 79.1 6,661.69 77.9 4.2

Seats With Wooden Frame

1,634.51 20.2 1,710.13 20.0 4.6

Bedroom Wooden

Furniture

986.30 12.2 978.25 11.4 -0.82

Kitchen Wooden

Furniture

604.88 7.4 594.48 7.0 -1.72

Office Wooden

Furniture

388.43 4.8 522.69 6.1 34.6

Others – wooden furniture

2,777.09 3.4 2,856.14 3.3 2.9

MALAYSIA’S FURNITURE EXPORT: MALAYSIA’S FURNITURE EXPORT: OF METAL (2006-2007)OF METAL (2006-2007)

  2006 2007

Description Value Share (%) Value Share (%) Change (%)RM Mil RM Mil

Office Metal Furniture, & Other

Furniture

697.09 8.6 739.58 8.6 6.1

MALAYSIA’S FURNITURE EXPORT: MALAYSIA’S FURNITURE EXPORT: OF PLASTIC (2006-2007)OF PLASTIC (2006-2007)

  2006 2007

Description Value Share (%) Value Share (%) Change (%)RM Mil RM Mil

Plastic Furniture 47.69 0.6 50.07 0.6 5.0

TOP 10 EXPORT DESTINATIONS : SEATS, WITH WOODEN TOP 10 EXPORT DESTINATIONS : SEATS, WITH WOODEN FRAME (2004 – 2007)FRAME (2004 – 2007)

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 1,331.76 1,497.69 12.5 1,634.51 9.1 1,710.13 4.6

USA 390.91 418.83 7.1 421.83 0.7 336.54 -20.2

AUSTRALIA 156.98 130.37 -17 173.02 32.7 192.16 11.1

UK 130.16 144.0 10.6 132.79 -7.8 135.88 2.33

JAPAN 104.54 125.7 20.2 118.57 -5.7 114.5 -3.43

FRANCE 8.71 31.81 265 44.63 40.3 78.02 74.8

CANADA 49.68 51.85 4.4 61.42 18.4 62.96 2.5

GERMANY 22.59 35.04 55.1 52.49 49.8 53.98 2.8

NETHERLANDS

56.34 61.40 8.9 70.41 14.7 51.38 -27

SINGAPORE 43.66 36.53 -16.3 39.11 7.1 46.68 19.3

UAE 44.41 36.00 -19 37.22 3.4 44.16 18.7

TOP 10 EXPORT DESTINATIONS : METAL FURNITURE TOP 10 EXPORT DESTINATIONS : METAL FURNITURE (2004– 2007)(2004– 2007)

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 704.28 693.66 -1.5 697.09 0.5 739.58 6.1

INDIA 16.39 30.79 87.8 65.37 112.3 78.86 20.6

SINGAPORE 72.72 76.51 5.2 68.97 -9.9 76.93 11.5

UK 123.69 90.14 -27.1 72.09 -20 70.72 -1.9

JAPAN 75.02 89.40 19.2 65.16 -27.1 64.14 -1.6

AUSTRALIA 72.51 67.18 -7.4 77.19 14.9 63.68 -17.5

UAE 42.99 40.23 -6.4 52.62 30.8 56.67 7.7

USA 71.95 51.42 -28.5 65.22 27.4 52.44 -20

MOROCCA 7.89 8.23 4.41 6.64 -19.4 44.38 568.2

SAUDI ARABIA

29.86 24.05 -19.4 29.54 22.76 31.18 5.6

ALGERIA 1.90 3.56 87.3 10.91 206.3 16.13 47.9

TOP 10 EXPORT DESTINATIONS : KITCHEN FURNITURE, TOP 10 EXPORT DESTINATIONS : KITCHEN FURNITURE, WOOD (2004-2007)WOOD (2004-2007)

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 649.13 625.79 -3.6 604.88 -3.3 594.48 -1.7

USA 263.85 263.7 -0.1 243.85 -7.5 230.68 -5.4

UK 68.88 51.67 -25.0 46.32 -10.4 33.59 -27.5

AUSTRALIA 55.19 38.25 -30.7 31.85 -16.7 30.22 -5.1

CANADA 33.56 28.06 -16.4 32.5 15.8 26.78 -17.6

UAE 25.41 14.69 -42.2 21.71 47.8 20.17 -7.1

CHILE 7.33 8.44 15.1 11.91 41.1 18.02 51.3

GERMANY 8.86 7.29 -17.8 17.86 145.1 16.56 -7.3

SPAIN 6.76 10.45 54.5 9.82 -6 15.7 59.9

POLAND 0.2 0.71 253.3 4.83 578.4 14.5 200

JAPAN 20.34 18.24 -10.3 11.95 -34.5 11.64 -2.6

TOP 10 EXPORT DESTINATIONS : OFFICE FURNITURE OF TOP 10 EXPORT DESTINATIONS : OFFICE FURNITURE OF WOOD (2004-2007)WOOD (2004-2007)

COUNTRY 2004 2005 Growth 2006 Growth 2007 Growth

  ValueRM Mil

ValueRM Mil

(%) ValueRM Mil

(%) ValueRM Mil

(%)

TOTAL 295.65 280.23 -5.2 388.43 38.6 522.69 34.6

INDIA 26.53 34.18 28.8 48.07 40.7 89.23 85.6

UAE 57.68 44.82 -22.3 69.22 54.4 79.46 14.8

USA 11.06 17.41 57.4 47.73 174.2 70.73 48.2

AUSTRALIA 9.75 10.61 8.8 12.23 15.3 36.45 198.1

SINGAPORE 28.12 30.21 7.4 32.24 6.7 35.37 9.7

CANADA 0.92 6.27 581.6 25.3 303.6 31.72 25.4

JAPAN 39.21 17.75 -54.7 16.42 -7.5 23.96 45.9

SAUDI ARABIA

15.19 15.22 0.2 13.26 -12.9 16.88 27.3

UK 17.67 15.65 -11.4 19 21.4 11.49 -39.5

QATAR 4.22 5.92 40.3 11.53 94.7 11.08 -4

MATRADE’s SUPPORT MATRADE’s SUPPORT

ASSISTANCEASSISTANCE

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Shanghai

Chennai

Malaysia External Trade Development Corporation

GLOBALGLOBAL NETWORKNETWORK

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TRADE ADVISORY AND SUPPORTTRADE ADVISORY AND SUPPORT

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Business Information Centre - KLIABusiness Information Centre - KLIA

Briefing & Business ConsultationSessions NationwideBriefing & Business ConsultationSessions Nationwide

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Malaysia External Trade Development CorporationMalaysia External Trade Development Corporation

MATRADE’s SERVICES & FACILITIES

MEEC & MTCMEEC & MTC Exhibition CentreExhibition Centre Business LibraryBusiness Library PublicationsPublications MATRADE Website MATRADE Website ((http://www.matrade.gov.m

y)) Online DatabaseOnline Database

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MALAYSIA EXPORT EXHIBITION CENTRE, (MEEC), KUALA LUMPUR,

2nd FLOOR, MENARA MATRADE

1818

SUPPORT PROGRAMMES SUPPORT PROGRAMMES & ASSISTANCE& ASSISTANCE

MDG (Market Development Grant)MDG (Market Development Grant) BPG (Brand Promotion Grant)BPG (Brand Promotion Grant) SEF (Services Export Fund)SEF (Services Export Fund) Tax IncentivesTax Incentives

PROMOTION PROGRAMMES 2008• International Trade Fairs 66

• Specialised Marketing Missions 14

• Trade Investment Missions 8

• Incoming Buying Missions 46

• Trade Promotion Visits 63

• Promotion Booths 68

• Roundtable Sessions 11

• Local International Fairs 2 - MIHAS (7-11 May) & INTRADE Malaysia (13-16 Nov 2008)

• Export Training Programmes 42 TOTAL: 320

GLOBAL ISSUES AND CHALLENGESGLOBAL ISSUES AND CHALLENGES

WORLD ECONOMIC UNCERTAINTYWORLD ECONOMIC UNCERTAINTY USAGE OF ICTUSAGE OF ICT INCREASE ROLE OF SERVICESINCREASE ROLE OF SERVICES ASEAN FREE TRADE AREA (AFTA) ASEAN FREE TRADE AREA (AFTA) GLOBALISATION AND TRADE LIBERALISATIONGLOBALISATION AND TRADE LIBERALISATION INDUSTRIAL MERGERSINDUSTRIAL MERGERS ABOLITION OF MULTI FIBER AGREEMENT (MFA)ABOLITION OF MULTI FIBER AGREEMENT (MFA) TRADE AGREEMENTSTRADE AGREEMENTS EMERGING OF CHINA AND INDIA’S ECONOMIC EMERGING OF CHINA AND INDIA’S ECONOMIC

MIGHT MIGHT NON TRADE MEASURESNON TRADE MEASURES

CHALLENGES OF MALAYSIAN CHALLENGES OF MALAYSIAN FURNITURE:FURNITURE:

The industry must quickly The industry must quickly adapt, learn and adapt, learn and foresee obstaclesforesee obstacles in the near future in the near future

Malaysia designers, exporters and Malaysia designers, exporters and manufacturers must be manufacturers must be capable to produce capable to produce good furniture designgood furniture design, in order to increase , in order to increase the the perceive valueperceive value of furniture by the of furniture by the customers that need customers that need value-for-moneyvalue-for-money furniture. furniture.

Standardization allows Malaysia to produce Standardization allows Malaysia to produce furniture products furniture products equivalent to other equivalent to other established standardsestablished standards products. products.

New trends in marketingNew trends in marketing will be introduced will be introduced to consumers, to consumers, public health and safety will public health and safety will be safeguardedbe safeguarded, , high quality and value high quality and value productsproducts are impetus to are impetus to brandingbranding and help and help to move towards a to move towards a higher targeted markethigher targeted market..

CHALLENGES OF MALAYSIAN FURNITURE:CHALLENGES OF MALAYSIAN FURNITURE:

To enable companies to produce and To enable companies to produce and market the market the same quality productsame quality product globally globally and help gaining entry to new marketsand help gaining entry to new markets. .

With a good lumber grading system With a good lumber grading system capability the industry understands the capability the industry understands the importance of value adding Malaysia importance of value adding Malaysia furniture products. This is done by furniture products. This is done by adding esthetical values to the furniture adding esthetical values to the furniture designdesign

CHALLENGES OF MALAYSIAN FURNITURECHALLENGES OF MALAYSIAN FURNITURE::

Participation in trade promotion activitiesParticipation in trade promotion activities related to furniture related to furniture (e.g. Cologne Furniture Fair, MEBEL Russia, MIFF);(e.g. Cologne Furniture Fair, MEBEL Russia, MIFF);

To To designdesign the products to reflect the products to reflect market preferencesmarket preferences;;

Strengthening the Strengthening the value addedvalue added activities such as designing, activities such as designing, packaging, marketing and distribution;packaging, marketing and distribution;

BrandingBranding (one of the ways to increase competitiveness, and a (one of the ways to increase competitiveness, and a means to differentiate the country and the products and means to differentiate the country and the products and services offered to the market);services offered to the market);

Malaysian companies should look at new and innovative ways Malaysian companies should look at new and innovative ways to conduct business, in particular, companies should intensify to conduct business, in particular, companies should intensify the the use of ICT and the internetuse of ICT and the internet to promote products and to promote products and services as it is an effective means to reach global markets in services as it is an effective means to reach global markets in situations where travelling is not possible (e.g. website, e-mail situations where travelling is not possible (e.g. website, e-mail marketing, trade portal, e-market places, virtual trade marketing, trade portal, e-market places, virtual trade exhibition). exhibition).

STRATEGIES TO PROMOTE MALAYSIAN STRATEGIES TO PROMOTE MALAYSIAN FURNITUREFURNITURE

Maintain high valuesMaintain high values both in production, quality and both in production, quality and business ethics;business ethics;

FocusFocus on on original designoriginal design and and functional furniturefunctional furniture;;

Invest in R&DInvest in R&D for innovative creation and marketing for innovative creation and marketing techniquestechniques

Emphasis on establishing Emphasis on establishing long term relationshiplong term relationship; ;

Target on medium to up market segmentTarget on medium to up market segment, where , where emphasis is on emphasis is on qualityquality and not quantity and not quantity

STRATEGIES TO PROMOTE MALAYSIAN STRATEGIES TO PROMOTE MALAYSIAN FURNITUREFURNITURE

MARKET INFORMATION

FURNITURE MARKET IN

THE UNITED KINGDOM

UK is a UK is a net importernet importer of furniture. In 2006, UK imports of of furniture. In 2006, UK imports of furniture increased by 6 per cent and Malaysia is one of the furniture increased by 6 per cent and Malaysia is one of the top exporters to UK.top exporters to UK.

The UK household furniture sector is well The UK household furniture sector is well established and established and maturemature markets. markets.

The furniture market in UK has become more The furniture market in UK has become more fashion fashion orientedoriented, which demands more , which demands more innovationinnovation in furniture, in furniture, versatility and functionality versatility and functionality to suit the changing of lifestyle.to suit the changing of lifestyle.

The trend to The trend to smaller housessmaller houses has resulted in has resulted in changes to the changes to the designdesign of new homes. This has significant implications for of new homes. This has significant implications for the types of furniture being demanded by the consumers.the types of furniture being demanded by the consumers.

Smaller size and more Smaller size and more flexible types flexible types of furniture are highly of furniture are highly demanded. Bedroom furniture is also a major area of demanded. Bedroom furniture is also a major area of opportunities.opportunities.

FURNITURE MARKET IN THE UKFURNITURE MARKET IN THE UK

Great opportunities can also be found with Great opportunities can also be found with furniture parts furniture parts and upholstered seatingand upholstered seating..

Furniture that can be supplied by Furniture that can be supplied by flat-packedflat-packed is of interest is of interest to Malaysian exporters. It applies to children’s bedroom, to Malaysian exporters. It applies to children’s bedroom, home office and shelves, and storage units.home office and shelves, and storage units.

Malaysian exporters can also tap the market segment for Malaysian exporters can also tap the market segment for older affluent groupolder affluent group in the UK. In 2005, 20.3 million in the UK. In 2005, 20.3 million people in the UK were aged 50 and over. This group is people in the UK were aged 50 and over. This group is looking for products with built-in extras – such as reclining looking for products with built-in extras – such as reclining chairs.chairs.

Malaysian exporters to the UK often being pressured by Malaysian exporters to the UK often being pressured by the lower/cheaper products from Vietnam and China. To the lower/cheaper products from Vietnam and China. To compete, Malaysian exporters must maintain quality compete, Malaysian exporters must maintain quality standard and keep up with the changing trends and standard and keep up with the changing trends and enhancing designs of the furniture.enhancing designs of the furniture.

FURNITURE MARKET IN THE UKFURNITURE MARKET IN THE UK

Outsourcing of UK productionOutsourcing of UK production is providing opportunities for is providing opportunities for Malaysian exporters. However, the major opportunities lie in Malaysian exporters. However, the major opportunities lie in providing good value, highly designed products to meet the providing good value, highly designed products to meet the changing lifestyle need of modern UK households.changing lifestyle need of modern UK households.

Malaysian exporters should also be looking for opportunities to Malaysian exporters should also be looking for opportunities to sell to big multiplessell to big multiples such as B&Q, Home Base or even Tesco. such as B&Q, Home Base or even Tesco.

Potential importers, eg:Potential importers, eg:

i) B&Q PLC (i) B&Q PLC (www.diy.com))ii) Focus Do It All (ii) Focus Do It All (www.focusdoitall.co.uk))iii) Homebase (iii) Homebase (www.homebase.co.uk))iv) Tescoiv) Tescov) Wickes Building Supplies Ltdv) Wickes Building Supplies Ltd

FURNITURE MARKET IN THE UKFURNITURE MARKET IN THE UK

MARKET INFORMATION

FURNITURE MARKET IN

SPAIN

The Spanish market has undergone changes in furniture The Spanish market has undergone changes in furniture preferences. The trend is moving towards preferences. The trend is moving towards modern modern contemporary style, more practical and convivial furniturecontemporary style, more practical and convivial furniture..

For domestic furniture:For domestic furniture:

Increasing demand for kitchen furniture. The main trend in terms Increasing demand for kitchen furniture. The main trend in terms of materials are stainless steel kitchen tops and wooden of materials are stainless steel kitchen tops and wooden cabinets, designed with cabinets, designed with geometrical and simple linesgeometrical and simple lines..

Contemporary dining table is characterised with Contemporary dining table is characterised with simple lines in simple lines in rectangular formrectangular form. The demand is more on . The demand is more on light colourslight colours, entirely , entirely made of wood or metal feet with glass on top.made of wood or metal feet with glass on top.

Increasing demand for all types of chairs and relax-seats.Increasing demand for all types of chairs and relax-seats.

Rising Rising demand for small furnituredemand for small furniture, comprising small and low , comprising small and low tables for living room, shelves for DVD and other small tables for living room, shelves for DVD and other small cupboards.cupboards.

FURNITURE MARKET IN SPAINFURNITURE MARKET IN SPAIN

For office furnitureFor office furniture::

Increasing trends for Increasing trends for hot-deskinghot-desking ( (shared facilitiesshared facilities) office ) office furniturefurniture

Higher demands for meeting table due to increasing Higher demands for meeting table due to increasing team workteam work

Increasing demands for ‘Increasing demands for ‘multiplan’ desk multiplan’ desk with additional levels with additional levels for storage purposesfor storage purposes

The pricing can be divided into 3 categories – up market, middle The pricing can be divided into 3 categories – up market, middle market and low market.market and low market.

The prices of low market can be four times lower than the up The prices of low market can be four times lower than the up market.market.

Among Malaysia’s main weaknesses in the Spanish furniture Among Malaysia’s main weaknesses in the Spanish furniture market is the market is the lack of awareness lack of awareness of Malaysian productof Malaysian product

FURNITURE MARKET IN SPAINFURNITURE MARKET IN SPAIN

Malaysian exporters must be aggressive in Malaysian exporters must be aggressive in promotional efforts in Spain.promotional efforts in Spain.

Factors for successful market entry include:Factors for successful market entry include: AwarenessAwareness PricingPricing Effective marketingEffective marketing Quality productsQuality products Innovations – designs, materials, functionalityInnovations – designs, materials, functionality Improved productsImproved products Compliance with EU StandardCompliance with EU Standard

Potential importers:Potential importers: CONFORAMA (CONFORAMA (www.conforama.es)) MOBLERONE (MOBLERONE (www.expomobi.com))

FURNITURE MARKET IN SPAINFURNITURE MARKET IN SPAIN

CONCLUSIONCONCLUSION

The Malaysian Furniture Industry: The Malaysian Furniture Industry: must be aware of must be aware of new standards and new standards and

developmentsdevelopments to stay ahead of to stay ahead of competitioncompetition

must must collaboratecollaborate and exchange ideas, and exchange ideas, practices and collaboration within the practices and collaboration within the business community domestically and business community domestically and internationally.internationally.

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