The same batch of merchants who do mahogany business with him now have only 30% left. Author: blue shark stock, from the title figure: Vision China
Under the hot sun, standing on the top floor of Hall 6 of Global Craft City, Xiwei Village, Pangtou Township, the core area of Xianyou Redwood Industry, you can see almost no customers in the whole craft city. Car of the boss of the craft city.
On the side of the first floor of Hall 6, there are a total of 8 standard pavements. Blue sharks have stock statistics and found that only 3 are still doing business, and the remaining 5 are either empty or the door is locked and headed to the door A glance in the cracks showed that the mahogany furniture was placed in a messy manner, the dust was all over the floor, and it was clearly long vacant.
Is it because of the impact of the epidemic that the business of Universal Craft City is so depressed?
The Blue Shark had the goods and drove two express trains in Xianyou. After a chat, the driver actually had a redwood business. Zhang Ye (pseudonym) is from Nanchang, Jiangxi, and Zhang Ming (pseudonym) is a local. During the peak period, they can make hundreds of thousands of yuan a year . They all gave up the mahogany business after 2017～2018 and bought new energy vehicles such as Kaidi Di, earning 5,000 to 6,000 yuan a month.
“Originally invested 10,000 yuan to get a piece of red sandalwood material back, processed into bracelets, etc., can earn 10,000 or 20,000 yuan, and later only earned a few hundred yuan.” Zhang Ming told Blue Shark to have the goods. You can’t do it anymore. With the same batch of merchants who do mahogany business, only 30% are left, 10% are high-end, 10% are e-commerce, and 10% are struggling to maintain. This is the status quo of Xianyou Hongmu merchants in the past two years.
The immortal tourists who were thrown out of the mahogany accident, some like Zhang Ming and Zhang, also rented locally; some went to open gas stations and wonton shops all over the country(Thousand Miles, Old Shanghai)…… Flexible fairy tourists can always find profitable businesses.
In the process of surviving, they recalled the highlight moment of Xianyou’s redwood business from time to time.
Crazy mahogany
In the Sanfu Art Museum, the largest high-end mahogany furniture exhibition hall in Xianyou, Blue Shark saw Chen Jianfeng, the founder of the Xianghun brand. His store is 320 square meters, the annual rent is 350,000 yuan, and the annual revenue is tens of millions of yuan. It is the boss Zhang Ming said to be a good high-end.
He told Blue Shark that it was in stock. The wood carvings of Xianyou can be traced back to the Northern Song Dynasty, winning by craftsmanship. Blue Shark has access to “Putian History”, which is an official book edited by Putian. As mentioned above, the wood carvings of Xianyou and Huangshi are second to none in the country. The development of Putian wood carving (mainly refers to Xianyou wood carving) is said to have benefited from Cai Jing, a five-degree immortal tourist in the Northern Song Dynasty. Cai trumpeted the saying of “Fundai Yuheng” and summoned hometown craftsmen to organically combine palace utensils with calligraphy and painting techniques to produce wood-carved furniture. The piano table of the famous Song Dynasty painting “Listen to the Qin” collected by the Forbidden City in Beijing is the wood carving furniture boutique Cai Jing dedicated to Song Huizong. However, Cai Jing’s reputation is not good, Chen Jianfeng is more willing to say that Xianyou wood carvings are inherited from Cai Xiang. He is one of the four members of the Song Dynasty. “The Taishi chair was designed by Cai Xiang.”
Xianyou wood carvings have a long history. What really made Xianyou famous is the mahogany furniture business that was fired after 2007.
The Sanfu Group, a high-end classical mahogany furniture head company founded in the 1990s of Xianyou, still has a revenue of about 2 billion yuan. San Fu Art MuseumThe pavilion, pavilion and pavilion, don’t have the sky, the decoration is said to cost hundreds of millions of yuan. In addition to Sanfu, the local mahogany furniture company in Xianyou also has Family House, Luyi, Sanying, Rende, etc.
Yang Bo, chairman of Yuan Hengli, known as the “Godfather of Huanghuali”, went to Hainan in 2000 to purchase Huanghuali on a large scale, and used Huanghuali to make high-end furniture in Ming and Qing styles. In October 2005 and April 2007, Shanghai and Wenzhou held luxury goods exhibitions. Yang Bo brought a set of Ming-style Hainan Huanghuali furniture(one Luohan bed plus Zhongtang Furniture), a Hainan Huanghuali top cabinet was exhibited and bought by local tyrants for 12 million yuan and 8.8 million yuan respectively. In 2007, Yang Bo once posted a banner of “gold bars for wood” in the Redwood Grand View Garden in Beijing, encouraging people to exchange Huanghuali for gold bars.
Huangfuhua, the founder of Sanfu Group, and the boss of Xianyou, together with Yang Bo, raised the price of mahogany. Before 2000, Huanghuali only needed 36 yuan per catty, and the peak period had risen to nearly 20,000 yuan per catty. While Huang Fuhua and others made wood carvings for generations and had a large amount of precious mahogany stocks, they became rich overnight.
“In the craziest time, Xianyou once had a mahogany furniture brand called Liantianhong, with advertisements hitting more than a billion a year. CCTV-CCTV1, CCTV2, CCTV4 and CCTV News, etc., almost all Shenhai Expressway signs Advertisement.” Chen Jianfeng said. Blue Shark has goods in stock and found that Liantianhong had 190 directly operated stores nationwide in 2010 with 5,000 employees. It was the first large taxpayer of Xianyou private enterprises at that time( 228.9 million yuan/year), shouting to become the first national brand with an annual output value of more than 50 billion yuan in Putian City. Now, Lian Tianhong has long disappeared.
“In 2013, my sales amounted to 1 to 2 billion yuan. Sanfu’s annual sales were 5 to 10 billion yuan.” Chen Jianfeng told Blue Shark that it was in stock. Some rich second generations just bought one Ferrari 740 came back, and after driving for a few days, there was a car accident, and he told the dealer directly, no longer, change to a new car. At that time, the small Xianyou County opened an average of two KTV and other entertainment venues a week. Many people go to KTV to drink and hold a sack of money. How many tips the waiter wants, take it yourself! The service fees of Xianyou entertainment venues are even 2 to 3 times higher than those in the urban area of Putian.
Zhang Ming is from the top town of Xianyou. He joined the torrent in 2014 when Xianyou’s mahogany business was the craziest. Like most Xianyou locals, he used his home to open a mahogany business workshop: the first floor is a workshop, and he lives on the second floor. He purchased raw materials such as small leaf red sandalwood and designed it for the master to process, or subcontract other people’s orders, and he could make hundreds of thousands of yuan a year. “From 2009 to 2014, every household in Xianyou did a mahogany business.” Zhang Ming portrayed the blue shark in stock. When he was off duty, the road was full of people returning home by electric cars. Zhang also said that at that time, almost 1.2 million immortal tourists were in the mahogany business, and seldom made other jobs. An ordinary rural woman made mahogany crafts and earned a monthly income of 10,000 yuan. About 200,000 foreigners came to Xianyou to do mahogany business.
Chen Jianfeng told Blue Shark that the Xianyou mahogany industry in 2013 peaked at “more than 100 billion yuan.” According to official statistics, the annual output value of the Xianyou classical craft furniture industry in 2018 was more than 30 billion yuan.
Why is the industry scale dropping so much? Chen Jianfeng believes that the core of is that the central government issued eight regulations in 2012, which greatly affected the consumption of rosewood.
Zhang Ming believes that in addition to the eight regulations, there are several other reasons for the decline of the Xianyou mahogany business: First, the mahogany profits are huge, attracting a large number of newcomers, and supply exceeds demand; second, in order to make money, many businesses use very good For example, blood sandalwood, which is several times cheaper, replaces small leaf red sandalwood, etc., a lot of fraud; third, the impact of e-commerce.
Hawker business
Even after the entire Xianyou mahogany business was greatly affected after 2015, the head companies are still alive.
“Qinan agarwood bracelets, I sold one in 2017, 12 million, broke the industry record, buyers are inconvenient to talk about, they can all be on the Forbes ranking. Last month, I also sold a few A bracelet with a price of several million yuan.” Chen Jianfeng sat in his shop and introduced his business experience to Blue Shark while making tea.
Chen admitted that the whole Xianyou mahogany merchant’s business idea is still traditional, mainly relying on the word-of-mouth of old customers, “A big brother comes over, we talk and chat, and then we will become very good friends, the other party feels that I am OK, just I will introduce customers.” Chen Xianglan introduced the goods to Shark. In his WeChat circle of friends, he has several billions of dollars. He believes that only this type of customer can afford mahogany products worth millions of dollars.
Of course, not everyone can do high-end business.
First of all, Chen has money. Chen had revenues of more than 100 million between 2013 and 2014, giving him the capital to store more valuable materials. On the spot, he showed the blue shark a Chinese bracelet of the same style as Ma Yun, with a market price of 8 million yuan.
Second, Chen You endorsed. Whether it is the Gold Award of the “China Arts and Crafts Masters Exposition” or the exclusive title of the 5th World Buddhist Forum, he can endorse his business, so that customers are willing to pay for high-end products.
Third, Chen You’s works. Chen is the eighth-generation inheritor of traditional natural incense making techniques. His works are collected by Beijing Folklore Museum and Yunnan Folklore Museum. These masterpieces undoubtedly prove the high level of Chen’s works and can naturally sell for a high premium.
In the exhibition hall of Sanfu Art Museum, Blue Shark has seen countless representative works worth hundreds of thousands or even millions, as well as photographs from the Standing Committee to the provincial and municipal leaders. Huang Fuhua, founder of Sanfu Group, is also a “master of Chinese arts and crafts.” Zhang Ming said that Sanying, Rende, etc. focus on making rosewood furniture, and the business is also doing very well.
The saddest thing is small and medium business. There is no good money, and there are not enough regular customers to sell the goods, and they are gradually eliminated. What can still be maintained, either evolve into a live broadcast e-commerce company, or become a supplier of a live broadcast e-commerce company.
Hold in groups to warm up
Xianyou first-hand wenwan founder Junge(Daming Li Tiejun)Because he likes mahogany around 2008, he went to Xianyou to buy goods in Zhengzhou. , Shangqiu sporadic sales. The hot mahogany business made him feel that when he came to Xianyou, he would meet more customers and reach a bigger platform. In 2013, the military brother moved his family to Xianyou, and took the mahogany business as a career. At the beginning, the military brother, like the locals, rented a house, a workshop and door on the first floor, and lived on the second floor. The store can come in contact with a large number of merchants who come here.
From 2014 to 2015, the Wechat business was very popular, and the military brother also used the circle of friends to sell mahogany objects. To catch up with the golden age of Xianyou’s redwood business, “As long as the product is put on, there is almost no price.” Army brother dug the first pot of gold,Set up a private museum.
Later, Brother Jun has also done Taobao, “Taobao is more competitive, you need to do a through train, burn money and rank, and everyone in the front can see you.”
In 2017, Kuaishou has just emerged. Brother Jun tried to record the process of making small crafts and put it on the quick hands to attract fans to like and communicate. I heard that Brother Jun is in Xianyou. Fans asked him to help find some goods and trade through WeChat. The price is attractive because of the origin, and the business is not bad.
In September 2019, Kuaishou E-commerce launched the Wenwan Live Room. Brother Jun put all the explanations and transactions into the live broadcast room. Broadcast 3 hours a day, 8 to 11 pm, and broadcast different content every day from Monday to Friday. At the beginning, there were only 20-30 people in the live broadcast room, and slowly accumulated 1,000 people. The average transaction value has also increased from 10,000 to 20,000 yuan at the beginning to 80,000 to 100,000 after the Spring Festival in 2020. When it is high, it can sell nearly 10 million yuan of mahogany ornaments and furniture every month.
Brother Jun was originally mainly selling products made by his own factory, but most of them were slowly supplied by surrounding businesses. Originally, his family had already settled in Xiamen, and it was relatively casual to do live broadcasts. As the business in the broadcast room is getting better and better, he and his wife (also the anchor) had to put all their energy and team (18 people) placed in Xianyou.
On the second floor of Building 6 of Xianyou Global Craft City, he put up two facades, one is his live broadcast room, one is his customer service, delivery and other places, a mysterious deep, one is full Courier box. The two styles of painting complement each other.
Brother Jun has been doing business in Xianyou for 7 years. Everyone knows everything, “For example, he can make the beads in about five days or six days after he buys them back.” Time to get the brother’s live room for sale.
Brother Jun and the supplier behind him have formed an interdependence relationship. Brother Jun is also not worried about local businesses doing live streaming. A business just shut down next to Junge’s shop. He moved in in 2019 and wanted to sell mahogany products through the live broadcast room, but people who are used to traditional business can’t adapt to the Internet.
Unlike the gentle army brother, another anchor who sells mahogany ornaments has a bald head and a lot of style.
Bald is from Huludao, Liaoning. He once owed more than 2 million yuan in foreign debts because of gambling, and even mortgaged his own house. When there was nowhere to go, he saw someone selling wooden slingshots on the quick hands. He was illiterate and wanted to make money. Feeling painful, he gathered 6,000 yuan and went to Pingxiang, Guangxi to learn how to identify mahogany.
In 2017, the bald guy secretly live-sold the mahogany logs on Kuaishou, gradually forming his own style-on behalf of fans to find the bargaining price of the merchant, the merchants make small profits but sell quickly, and the fans get benefits, earning 10% service fees. In November 2018, bald had set a record of selling 5 million yuan of redwood in 45 days.
In March 2019, fans came to Xianyou from Guangxi because fans wanted bald heads to sell small leaf red sandalwood ornaments. Xianyou is the cheapest place with small leaf red sandalwood ornaments in the country.
In the face of a small door in the town of Xianyou Bangtou, the Blue Shark saw the bald head of the anchor. A bit of pure Northeastern dialect, choked up, completely unable to stop. He talked about why he chose to start selling mahogany ornaments on this street because he had bought them before.
“Just started(business here) certainly not willing to (half price Play with me), can he look at this big toothless shaved head to sell? HeThey let me sell with the mentality of handling inventory. In recent years, mahogany products, whether it is furniture or ornaments, have no sales at all. The ornaments they just made are red and beautiful. After three to five months of release, the red leaf sandalwood will oxidize and become black, no longer available. The original value of 2,000 yuan, 1000 yuan can not be sold. Buyers also understand that the older the rosewood is, the more valuable it is. Of course, if the price can be half cheaper, of course I want to. On the first day, I sold more than 200,000 yuan at half price, and all of them were sold out. There was no return. “Bald soon sold out the entire street store inventory.
However, the bald head of the hot business encountered difficulties. He has been relying on a mobile phone to hit the world. His wife and daughter-in-law can help a little, but after sales come up, how to ship, post-sale, payment and other issues make the bald head troublesome. He decided to choose to work with a local boss, A(pseudonym). Small A provides the facade, other suppliers move the goods to be sold directly to the facade, small A charges a service fee of 1 to 5%, and the bald head delivers all the trivial matters such as delivery and payment to small A.
Bald is broadcast for 6 hours every day from 11:00 to 13:00 in the morning and from 20:00 to 24:00 in the afternoon. The merchants nearby know his rules and move the goods to the store of Xiao A in advance. Baldheaded live broadcast, paid off more than 1.7 million foreign debts, and bought back the house that was originally sold. His immediate concern is that as more and more anchors kill Xianyou, only 60,000 followers are reluctant to invest in new ones. He mainly depends on old customers, and his business will inevitably be affected. One third worse.”
Rebirth of the industry
As the capital of Chinese classical craft furniture, Xianyou Redwood Industry has survived the weather, but its dominant position in the industry chain has made it an Internet giantThe darling of the head company. Alibaba founder Ma Yun visited Xianyou specifically, and Xianyou Bangtou Town is known as Taobao Town.
According to Xianyou official data, in 2018, Xianyou “Redwood + Internet” sales reached more than 3 billion yuan, more than 80% of the craft companies have established enterprise portals, and many craft companies have established e-commerce companies. A large number of independent online marketing brands. Xianyou also smashed 4.395 billion yuan to build the Jingdong Xianyou Digital Economy Industrial Park.
In May 2020, 11 wenwan live broadcast bases were established in the country, and the quick hands that achieved a 30% increase in performance came to Xianyou, and reached a cooperation with Chen Feng, the owner of the e-commerce company who came to Xianyou 8 years ago. . Kuaishou supported him in building a local Redwood live broadcast base.
Yang Weisong, Director of Operations of Kuaishou E-Commerce, believes that Xianyou has a rich supply of mahogany commodities. The key to its industrial rebirth is to allow more merchants to start selling mahogany through live broadcast. Because of the strong Puxian accent of local merchants in Xianyou, it is difficult to become a broadcaster for users across the country, and foreign broadcasters such as military brothers and bald heads have become the main force. It is reported that the local government has begun to attract Xianyou talents from Xiamen, Fuzhou, Putian and other cities to return as anchors, and they are more likely to form deep connections with local businesses.
Zhu Jianxiong, Director of Operations of Kuaishou E-Commerce, took aim at the mid-to-high-end mahogany brands such as Sanfu, Home of Everyone, etc., because he tried to sell Chinese gold in the 616 internet celebrity anchor, which was a great success. It is an opportunity to sell the mahogany brand.
Chen Jianfeng has set up a joint venture with the boss of an e-commerce company. He will provide an entry-level product with a price as low as tens of yuan for live broadcasts to attract small white users to consume redwood products. Brother Jun hopes to take this opportunity to train more anchors and expand the business of selling live mahogany.