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BENGKEL SISTEM MAKLUMAT BENGKEL SISTEM MAKLUMAT PASARAN TEMPATAN & PASARAN TEMPATAN & ANTARABANGSA ANTARABANGSA PROSPECTS OF MALAYSIAN PROSPECTS OF MALAYSIAN FURNITURE EXPORTS FURNITURE EXPORTS MD. SILMI ABD RAHMAN MD. SILMI ABD RAHMAN HOTEL SERI MALAYSIA, AYER KEROH MELAKA HOTEL SERI MALAYSIA, AYER KEROH MELAKA 29 JULAI 2008 29 JULAI 2008

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  • 1. BENGKEL SISTEM MAKLUMAT PASARAN TEMPATAN & ANTARABANGSAPROSPECTS OF MALAYSIANFURNITURE EXPORTS MD. SILMI ABD RAHMANHOTEL SERI MALAYSIA, AYER KEROH MELAKA 29 JULAI 2008

2. MALAYSIAs TRADE ANDFURNITURE EXPORTSPERFORMANCE 3. Malaysias 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 largestworld exporters) 4. MALAYSIAS FURNITURE EXPORTS (2004-2007)COUNTRY2004 2005Growth2006Growth2007Growth ValueValue (%) Value (%) Value (%) RM Mil RM MilRM MilTOTAL 7,050.64 7,495.556.3 8,080.1 7.8 8,547.775.8MALAYSIAS FURNITURE IMPORTS (2004-2007)COUNTRY2004 2005Growth2006Growth2007Growth ValueValue (%) Value (%) Value (%) RM Mil RM MilRM MilTOTAL 1,032.91 1,254.9121.51,320.785.2 1,322.740.1 5. TOP 10 FURNITURE EXPORT DESTINATIONS COUNTRY2004 2005Growth2006Growth2007Growth ValueValue(%)Value(%)Value (%)RM Mil RM MilRM MilRM MilTOTAL7,050.64 7,495.556.3 8,080.1 7.8 8,547.775.8USA2,145.12 2,466.8515.02,551.163.4 2,272.37-10.9JAPAN719.30 695.57-3.3723.574.0 777.387.4AUSTRALIA628.62 585.62-6.8673.7115.0716.376.3UK 734.69 621.60 -15.4608.82-2.1598.74-1.7SINGAPORE347.88 308.02 -11.5326.586.0 398.1021.9UAE308.84 252.01 -18.4313.0024.2344.8010.2INDIA107.10 136.6727.6231.3969.3282.0221.9CANADA 225.04 230.662.5 271.2017.6278.652.7CHINA 63.0283.0531.8136.0663.8213.4956.9FRANCE62.75 124.8298.9113.42-9.1156.2237.7 6. TOP 10 FURNITURE IMPORT SOURCE COUNTRY2004 2005Growth2006Growth2007Growth ValueValue(%)Value(%)Value (%)RM Mil RM MilRM MilRM MilTOTAL1,032.91 1,254.9121.51,320.785.2 1,322.740.1CHINA230.94 264.5114.5267.781.2 324.0221.0POLAND96.6898.742.1 130.6132.3114.02-12.7ITALY 48.5150.373.855.209.689.8562.8THAILAND57.7295.5865.6 80.16 -16.1 86.137.4GERMANY 53.5955.363.364.9117.3 82.9227.7JAPAN 37.7448.1127.5 49.733.472.5445.9LITHUANIA 24.4630.1823.4 43.0142.5 58.2235.3INDONESIA 46.6859.0926.6 58.48-1.0 52.59-10.1VIETNAM 49.8744.52 -10.7 58.7031.9 47.91-18.4USA 32.74 124.23 279.4 81.44 -34.5 36.30-55.4 7. TYPE OF FURNITURE EXPORTED (2006-2007) 20062007Description ValueShare (%)ValueShare (%) Change (%) RM Mil RM MilFURNITURE, 6,391.2179.16,661.6977.9 4.2 WOODEN Seats With1,634.5120.21,710.1320.0 4.6Wooden Frame Bedroom 986.3012.2978.2511.4-0.82Wooden FurnitureKitchen Wooden 604.887.4 594.487.0 -1.72Furniture Office Wooden 388.434.8 522.696.1 34.6 FurnitureOthers wooden2,777.093.4 2,856.143.32.9 furniture 8. MALAYSIAS FURNITURE EXPORT: OF METAL (2006-2007) 2006 2007Description Value Share (%) ValueShare (%) Change (%)RM MilRM MilOffice Metal Furniture, 697.098.6 739.58 8.66.1& Other FurnitureMALAYSIAS FURNITURE EXPORT: OF PLASTIC (2006-2007)2006 2007DescriptionValueShare (%)Value Share (%) Change (%)RM MilRM MilPlastic Furniture 47.690.650.07 0.6 5.0 9. TOP 10 EXPORT DESTINATIONS : SEATS, WITH WOODEN FRAME(2004 2007) COUNTRY2004 2005Growth2006Growth2007Growth ValueValue(%)Value(%)Value (%)RM Mil RM MilRM MilRM MilTOTAL1,331.76 1,497.6912.51,634.519.1 1,710.134.6USA390.91 418.837.1 421.830.7 336.54-20.2AUSTRALIA156.98 130.37-17 173.0232.7192.1611.1UK 130.16144.010.6132.79-7.8135.882.33JAPAN104.54125.720.2118.57-5.7 114.5-3.43FRANCE 8.7131.8126544.6340.3 78.0274.8CANADA49.6851.854.461.4218.4 62.962.5GERMANY 22.5935.0455.1 52.4949.8 53.982.8NETHERLANDS 56.3461.408.970.4114.7 51.38-27SINGAPORE 43.6636.53 -16.3 39.117.146.6819.3UAE 44.4136.00-1937.223.444.1618.7 10. TOP 10 EXPORT DESTINATIONS : METAL FURNITURE (2004 2007) COUNTRY20042005 Growth 2006 Growth 2007 GrowthValueValue (%) Value (%) Value(%) RM Mil RM MilRM MilRM MilTOTAL704.28 693.66-1.5697.090.5 739.586.1INDIA16.3930.79 87.865.37112.378.86 20.6SINGAPORE72.7276.51 5.2 68.97 -9.976.93 11.5UK 123.69 90.14-27.172.09 -20 70.72 -1.9JAPAN75.0289.40 19.265.16-27.164.14 -1.6AUSTRALIA72.5167.18 -7.477.19 14.963.68 -17.5UAE42.9940.23 -6.452.62 30.856.67 7.7USA71.9551.42-28.565.22 27.452.44 -20MOROCCA 7.89 8.23 4.41 6.64-19.444.38568.2SAUDI ARABIA 29.8624.05-19.429.5422.7631.18 5.6ALGERIA 1.90 3.56 87.310.91206.316.13 47.9 11. TOP 10 EXPORT DESTINATIONS : KITCHEN FURNITURE, WOOD (2004-2007) COUNTRY 2004 2005 Growth 2006 Growth 2007 GrowthValueValue (%) Value (%) Value(%) RM Mil RM MilRM MilRM MilTOTAL649.13 625.79-3.6604.88-3.3594.48-1.7USA263.85 263.7 -0.1243.85-7.5230.68-5.4UK 68.8851.67-25.046.32-10.433.59 -27.5AUSTRALIA55.1938.25-30.731.85-16.730.22 -5.1CANADA 33.5628.06-16.4 32.5 15.826.78 -17.6UAE25.4114.69-42.221.71 47.820.17 -7.1CHILE 7.33 8.44 15.111.91 41.118.02 51.3GERMANY 8.86 7.29-17.817.86145.116.56 -7.3SPAIN 6.7610.45 54.5 9.82-615.7 59.9POLAND0.20.71253.3 4.83578.4 14.5 200JAPAN20.3418.24-10.311.95-34.511.64 -2.6 12. TOP 10 EXPORT DESTINATIONS : OFFICE FURNITURE OF WOOD(2004-2007) COUNTRY 2004 2005 Growth 2006 Growth 2007 GrowthValueValue (%) Value (%) Value(%) RM Mil RM MilRM MilRM MilTOTAL295.65 280.23-5.2388.4338.6522.6934.6INDIA26.5334.18 28.848.07 40.789.23 85.6UAE57.6844.82-22.369.22 54.479.46 14.8USA11.0617.41 57.447.73174.270.73 48.2AUSTRALIA 9.7510.61 8.8 12.23 15.336.45198.1SINGAPORE28.1230.21 7.4 32.24 6.7 35.37 9.7CANADA0.92 6.27581.6 25.3303.631.72 25.4JAPAN39.2117.75-54.716.42 -7.523.96 45.9SAUDI ARABIA 15.1915.22 0.2 13.26-12.916.88 27.3UK 17.6715.65-11.4 19 21.411.49 -39.5QATAR 4.22 5.92 40.311.53 94.711.08-4 13. MATRADEs SUPPORTASSISTANCE 14. GLOBAL NETWORK MoscowRotterdam LondonTorontoParis Cologne BudapestBeijingNew YorkSeoul Tokyo MilanShanghaiOsaka Los Cairo Dubai GuangzhouTaipeiMiamiAngeles JeddahChengduHong Kong Mexico CityHo ChiChen BangkokMinhManila Nairobinai SingaporeJakartJohannesburga Sao Paulo Sydney Santiago35 Trade Commissioners Offices3 Marketing Offices 14Malaysia External Trade Development Corporation 15. TRADE ADVISORY AND SUPPORT Help Desk Help Desk Trade Advisory Services Trade Advisory Services HQ, Branch, OverseasHQ, Branch, Overseas Business Information Centre --KLIA Business Information Centre KLIABriefing & Business ConsultationBriefing & Business ConsultationSessions NationwideSessions Nationwide15 16. MATRADEs SERVICES & FACILITIESMEEC & MTCExhibition CentreBusiness LibraryPublicationsMATRADE Website ( http://www.matrade.gov.my)Online DatabaseMalaysia External Trade Development Corporation 17. MALAYSIA EXPORT EXHIBITION CENTRE, (MEEC), KUALA LUMPUR,2nd FLOOR, MENARA MATRADE 17 18. SUPPORT PROGRAMMES& ASSISTANCE MDG (Market Development Grant) BPG (Brand Promotion Grant) SEF (Services Export Fund) Tax Incentives 18 19. PROMOTION PROGRAMMES 2008 International Trade Fairs66 Specialised Marketing Missions14 Trade Investment Missions 8 Incoming Buying Missions46 Trade Promotion Visits 63 Promotion Booths 68 Roundtable Sessions11 Local International Fairs 2- MIHAS (7-11 May) & INTRADE Malaysia (13-16 Nov 2008) Export Training Programmes42TOTAL: 320 20. GLOBAL ISSUES AND CHALLENGES WORLD ECONOMIC UNCERTAINTY USAGE OF ICT INCREASE ROLE OF SERVICES ASEAN FREE TRADE AREA (AFTA) GLOBALISATION AND TRADE LIBERALISATION INDUSTRIAL MERGERS ABOLITION OF MULTI FIBER AGREEMENT (MFA) TRADE AGREEMENTS EMERGING OF CHINA AND INDIAS ECONOMICMIGHT NON TRADE MEASURES 21. CHALLENGES OF MALAYSIAN FURNITURE: The industry must quickly adapt, learn and foresee obstacles in the near future Malaysia designers, exporters and manufacturers must be capable to produce good furniture design, in order to increase the perceive value of furniture by the customers that need value-for-money furniture. 22. CHALLENGES OF MALAYSIAN FURNITURE: Standardization allows Malaysia to produce furniture products equivalent to other established standards products. New trends in marketing will be introduced to consumers, public health and safety will be safeguarded, high quality and value products are impetus to branding and help to move towards a higher targeted market. 23. CHALLENGES OF MALAYSIAN FURNITURE: To enable companies to produce and market the same quality product globally and help gaining entry to new markets. With a good lumber grading system capability the industry understands the importance of value adding Malaysia furniture products. This is done by adding esthetical values to the furniture design 24. STRATEGIES TO PROMOTE MALAYSIAN FURNITURE Participation in trade promotion activities related tofurniture(e.g. Cologne Furniture Fair, MEBEL Russia, MIFF); To design the products to reflect market preferences; Strengthening the value added activities such as designing,packaging, marketing and distribution; Branding (one of the ways to increase competitiveness, and ameans to differentiate the country and the products andservices offered to the market); Malaysian companies should look at new and innovative waysto conduct business, in particular, companies should intensifythe use of ICT and the internet to promote products andservices as it is an effective means to reach global markets insituations where travelling is not possible (e.g. website, e-mail marketing, trade portal, e-market places, virtual tradeexhibition). 25. STRATEGIES TO PROMOTE MALAYSIAN FURNITURE Maintain high values both in production, quality andbusiness ethics; Focus on original design and functional furniture; Invest in R&D for innovative creation and marketingtechniques Emphasis on establishing long term relationship; Target on medium to up market segment, where emphasisis on quality and not quantity 26. MARKET INFORMATION FURNITURE MARKET INTHE UNITED KINGDOM 27. FURNITURE MARKET IN THE UK UK is a net importer of furniture. In 2006, UK imports offurniture increased by 6 per cent and Malaysia is one ofthe top exporters to UK. The UK household furniture sector is well established andmature markets. The furniture market in UK has become more fashionoriented, which demands more innovation in furniture,versatility and functionality to suit the changing oflifestyle. The trend to smaller houses has resulted in changes to thedesign of new homes. This has significant implications forthe types of furniture being demanded by the consumers. Smaller size and more flexible types of furniture are highlydemanded. Bedroom furniture is also a major area ofopportunities. 28. FURNITURE MARKET IN THE UK Great opportunities can also be found with furniture partsand upholstered seating. Furniture that can be supplied by flat-packed is of interestto Malaysian exporters. It applies to childrens bedroom,home office and shelves, and storage units. Malaysian exporters can also tap the market segment forolder affluent group in the UK. In 2005, 20.3 millionpeople in the UK were aged 50 and over. This group islooking for products with built-in extras such as recliningchairs. Malaysian exporters to the UK often being pressured by thelower/cheaper products from Vietnam and China. Tocompete, Malaysian exporters must maintain qualitystandard and keep up with the changing trends andenhancing designs of the furniture. 29. FURNITURE MARKET IN THE UK Outsourcing of UK production is providing opportunities forMalaysian exporters. However, the major opportunities liein providing good value, highly designed products to meetthe changing lifestyle need of modern UK households. Malaysian exporters should also be looking foropportunities to sell to big multiples such as B&Q, HomeBase or even Tesco. Potential importers, eg:i) B&Q PLC (www.diy.com)ii) Focus Do It All (www.focusdoitall.co.uk)iii) Homebase (www.homebase.co.uk)iv) Tescov) Wickes Building Supplies Ltd 30. MARKET INFORMATION FURNITURE MARKET INSPAIN 31. FURNITURE MARKET IN SPAINThe Spanish market has undergone changes in furniture preferences. The trend is moving towards modern contemporary style, more practical and convivial furniture.For domestic furniture: Increasing demand for kitchen furniture. The main trend interms of materials are stainless steel kitchen tops and woodencabinets, designed with geometrical and simple lines. Contemporary dining table is characterised with simple lines inrectangular form. The demand is more on light colours,entirely made of wood or metal feet with glass on top. Increasing demand for all types of chairs and relax-seats. Rising demand for small furniture, comprising small and lowtables for living room, shelves for DVD and other smallcupboards. 32. FURNITURE MARKET IN SPAINFor office furniture: Increasing trends for hot-desking (shared facilities) officefurniture Higher demands for meeting table due to increasing team work Increasing demands for multiplan desk with additional levelsfor storage purposesThe pricing can be divided into 3 categories up market, middle market and low market.The prices of low market can be four times lower than the up market.Among Malaysias main weaknesses in the Spanish furniture market is the lack of awareness of Malaysian product 33. FURNITURE MARKET IN SPAINMalaysian exporters must be aggressive in promotional efforts in Spain.Factors for successful market entry include: Awareness Pricing Effective marketing Quality products Innovations designs, materials, functionality Improved products Compliance with EU StandardPotential importers: CONFORAMA (www.conforama.es) MOBLERONE (www.expomobi.com) 34. CONCLUSION The Malaysian Furniture Industry: must be aware of new standards and developments to stay ahead of competition must collaborate and exchange ideas, practices and collaboration within the business community domestically and internationally. 35. Visit us at:MATRADEMenara MATRADEJalan Khidmat UsahaOff Jalan Duta50480 Kuala LumpurTel: 03-62077077Faks: 03-62037187E-mail: [email protected]: www.matrade.gov.my 36. THANK YOU