Klsfea magazine vol 2 pdf reduce size

隆雪 家具 2011 vol.02

5年�略 5 STRATEGIC YEARS

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KLSFEA

《隆雪家具》 2011年 vol.02

PUBLISH BY THE KUALA LUMPUR & SELANGOR FURNITURE ENTREPRENEUR ASSOCIATION (KLSFEA) 吉隆坡暨雪兰莪家俱企业商会（隆雪家俱企业商会）

President 会长 Richard Ko Liang Joo /许

裕

Advisor 顾问 Ong Kian Sek/王建设

Project Director 专案总监 Tan Keng Heng /陈景兴

SECRETARIAT 秘书处 Secretary General 秘书长 Gan Tai Hwa /颜泰华 全体理事 全体工作 人员

特约 冯干成

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Business To Business, Explore & Deliver.

All Under One Roof.

Domestic & International SIGNATURE EVENT

4 - 7 AUG 2011

The Kuala Lumpur & Selangor Furniture Enterpreneur Association 吉隆坡暨雪兰莪家俱企业商会 (Reg. No. 863) Tel: +603-6140 1202

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Fax: +603-6156 0946

Email: secretariat@klsfea.org.my

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创新格局

TOP (LEFT TO RIGHT):

吴承良 Goh Sing Long, 黄天才 Wong Thian Choy, 林建明 Lim Kean Beng, 陈明成 Nelson Tan Meng Seng, 陈重毓 Ja 陈观 时 Francis Tan, 陈景兴 Tan Keng Heng

BOTTOM (LEFT TO RIGHT): 李光森 Eric Lee, 陈威铭 Steven Tan, 邱曜仲 Khoo Yeow Chong, 周嘉昌 Edmond Chew, 许

pg18-21.indd 2

裕 Richard Ko, 王建

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共创商机

重毓 Jacky Tan Teong Yee, 曾伟明 Chen Wei Min, 邱爱博 Albert Khoo, 石天保 Seak Thean Pow, 戴春平 Sunny Ter, o, 王建设 Ong Kian Sek, 庄佑陆 Lawrence Ch’ng, 颜泰华 Gan Tai Hwa, 叶文光 Yap Mon Kuang

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隆雪家具企业商会2009-2011年理事会 COMMITTEE MEMBER 职位 Position

pg18-21.indd 4

名字 Name

公司 Company

执行顾问 Executive Advisor

王建设 Ong Kian Sek

Fiori (M) Sdn Bhd

会长 President

许

IB Sofa Sdn Bhd

署理会长 Deputy President

周嘉昌 Edmond Chew

Goodnite Enterprise (M) Sdn Bhd

副会长 Vice President

黄天才 Wong Thian Choy

Novel Furniture Sdn Bhd

副会长 Vice President

林建明 Lim Kean Beng

Eukenco Furniture Sdn Bhd

秘书长 Secretary General

颜泰华 Gan Tai Hwa

Rozel Corporation Sdn Bhd

副秘书长 Assistant Secretary General

陈威铭 Steven Tan

Extraordinary Performance Sdn Bhd

财政 Treasurer

杨明山 Ngua Beng Sun

Parkwell Furniture Trading

副财政 Assistant Treasurer

叶文光 Yap Mon Kuang

Hottrax Furniture Trading Sdn Bhd

理事 General Council Member

曾伟明 Chen Wei Min

The Chen Diversified Enterprise

理事 General Council Member

李光森 Eric Lee

Mattressworld Marketing Sdn Bhd

理事 General Council Member

石天保 Seak Thean Pow

Bagus Curtain Sdn Bhd

理事 General Council Member

黄民辉 Wong Min Fui

Frexstar (M) Sdn Bhd

理事 General Council Member

庄佑陆 Lawrence Ch’ng

Pellitalia Living Sdn Bhd

理事 General Council Member

刘联龙 Alan Low

Sin Lian Lee Manufacturing Sdn Bhd

理事 General Council Member

邱爱博 Albert Khoo

Briben Resources Sdn Bhd

理事 General Council Member

陈观时 Francis Tan

Eng Lian Import & Export Trading Sdn Bhd

理事 General Council Member

吴承良 Goh Sing Long

Tomta Furniture Manufacturer Sdn Bhd

理事 General Council Member

邱曜仲 Khoo Yeow Chong

Dynamic Furniture Industries (M) Sdn Bhd

理事 General Council Member

戴春平 Sunny Ter

Tawei (M) Sdn Bhd

理事 General Council Member

陈景兴 Tan Keng Heng

Red Apple Enterprise Sdn Bhd

理事 General Council Member

郑元强 Tee Wan Keong

Galaxy Décor-Board Sdn Bhd

理事 General Council Member

叶源至 Yap Guan Chee

Alpha Sofas (M) Sdn Bhd

理事 General Council Member

叶柯 Yap Hoo

Zolano Design Sdn Bhd

理事 General Council Member

陈重毓 Jacky Tan Teong Yee

Geok Huat Industries Sdn Bhd

理事 General Council Member

陈明成 Nelson Tan Meng Seng

Jukraf Sdn Bhd

理事 General Council Member

拿督张晋豪 Dato’ Raymond Chong

Coastal Assets Sdn Bhd

裕 Richard Ko

2/8/11 3:47:30 PM

CONTENTS KLSFEA《隆雪家具》 21 组织职能图

2011年 vol.02

76

98 生活家具 134 2011全球家具展

80

595

82

22 5年战略 5Strategies 23 24 29 30 31

5年战略如何落实9大计划 9大计划 5大目标 595计划执行委员会 战略地图

84 86 88 92

32 9大计划如何落实5大目标

9大计划

马来西亚台湾商会联合总会名誉会长拿督丁重城博士 台商来马投资 促进两国经贸合作 内政部副部长拿督李志亮 外劳课 题 LDP家具广场董事林建明 家具广场概念，一站式购 物 Novel Furniture执行董事黄天才 一件家具，一种生 活品味 八打灵有限公司 黄天保 家具制造 业 进入机械化 沙巴家具工会主席曾小兰 沙巴家 具业发展 城市土地兼交通规划专家吴木炎 房产，买还是不买 ？

展览 Exhibition

34 第1计划－马来西亚展销会 Malaysia Fairs

108 第三届马来西亚家具及装饰展销会 MF3

36 第2计划－海外国际展及考察团 Trade Fair and Trade Mission 40 第3计划－外劳申请特许 Special Permit to Employ Foreign Workers 42 第4计划－政府事务 Government Affairs 44 第5计划－《隆雪家具》专业期刊 Furniture Magazines and Periodicals 46 第6计划－人力资源发展 Human Resource Development 50 第7计划－建立资讯化管理系统

114 马来西亚出口家具展 EFE 117 英国家具市场 UK Furniture Market

Building a Information Management System 52 第8计划－组织发展 Organization Development 58

第9计划－福利与文教 Welfare and Cultural

专访 Interview 62 隆雪家具企业商会会长许 裕 雪 64 68

州国际家具城 MATRADE 产品与服务开发部高级主管 Susila Devi MATRADE 协助中小型企业进军海外 马来西亚土著木材及家具经营者协会主席 En Haji Ir. Wahid B Jaafar PEKA维护同业权

益 马来西亚慈善基金会行政总裁Dato' Leela Mohd Ali 蜡 染家具 73 战略家咨训集团企业教练韩松

70

120 德国家具市场 German Furniture Market

考察团 Expedition 124 印度孟买考察团 128 中国南宁考察团 132 米兰家具展 引领家居新时尚

动态 News 135 持亚太商旅卡 无需签证通关 136 140 142 144 146 147

第25届深圳国际家具展-大马风情馆 深圳市家具行业协会简介 中国家具企业 转战国内市场 森林研究院家具检测中心 提供家具测试服务 MAICOM与外交事务部副部长 商讨印度经商机会 佛山亚洲国际 访本会商务考察

148 会员大会推动会务发展

专栏 Special Column 152 大马家具走向世界 154 商会的发展之道

丢掉红瓶观念 装上蓝瓶新思维把品牌提升

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KLSFEA 21

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595

五年战略

03

FIVE-YEAR STRATEGY

所谓的“五年战略”就是：使商会在未 来五年里，具备与保持竞争优势，并提 升能力，好让自己更好，能够运用九大 计划，达到五年目标! 商会的五年战略 在于打稳根基，从内而外的推展: KLSFEA’s Five-Year Strategy means that in the next five years, the association will maintain a competitive edge and upgrade its capability to be even better. Through this strategy, we can develop the nine major plans to achieve the five major goals! The gist of KLSFEA’s fiveyear strategy is about establishing a firm foundation to promote these objectives from within.

发展资讯系统、加强会员互动、促进会员联谊 产业的发展靠资讯的迅速与准确，透过现代化的网络与电脑，掌握科 技，建立与消费者、会员企业、政府部门及商会内部间的运作与沟通， 拟聚共识，创造更多的机会，

DEVELOPMENT OF AN INFORMATION SYSTEM, STRENGTHEN MEMBERS’ INTERACTIONS, PROMOTE MEMBERS’ NETWORKING Development of the industry hinges on the speed and accuracy of information. Through modern networks and computer systems, we can master the necessary technology, facilitate operations and communications between KLSFEA and consumers, members’ companies and government departments, as well as within KLSFEA itself Hence, consensus can be reached and more opportunities can be created.

01 建构专业组织、扩大组织规模、筹建行政会所

04

要完成商会目标，就要有强健的组织。除了专业人才外，并保持组织

拟聚同业力量、参与海外展销、建立国际关系

的综合战力，提升功能和效率，面对未来五年的重大挑战，并要广招 会员，扩大影响力，让有心发展的同业都能够在商会提供资源、发展 事业。

大马家具要走进国际，塑造品牌，就应该积极参与海外的事务，包括参 加国外的展销会、考察等，与各国的企业、商团、政府建立好的互动关 系，并掌握商情，作为未来发展的决策依据。

ESTABLISHMENT OF A PROFESSIONAL ORGANISATION, EXPANSION OF ORGANISATION, ESTABLISHMENT OF AN ADMINISTRATION CHAMBER

COMBINE THE STRENGTHS OF INDUSTRY PLAYERS, PARTICIPATION IN OVERSEAS EXHIBITIONS, ESTABLISHMENT OF INTERNATIONAL RELATIONS

KLSFEA has to be a strong organisation in order to accomplish its goals. In addition to having professional talents, KLSFEA also needs to maintain the integrated competitive capabilities of the organisation, enhance functionality and efficiency, as well as bring in more new members in order to deal with major challenges in the next five years.

It also needs to expand its sphere of influence and create a platform for industry players who are serious about development to provide resources and develop the business within the organisation.

To go international and build up the brand, Malaysia’s furniture industry players should participate actively in overseas activities, including overseas trade fairs and study trips, as well as establishing beneficial relationships with companies, business associations and the governments of various countries. It is important to understand the market conditions and use the information as a basis for decision-making regarding future development.

02

05 政商双向沟通、争取政府资源、提升外劳管理

引进外部资源、培养产业人才、提高品牌形象 要促进家具产业建立家具品牌，其中人才就是绝对的必要条件。要扩大 各类专业的参与，并帮助会员企业培育产业人才，建立知识管理、培 训、学习系统等，提高经营管理能力。

INTRODUCTION OF EXTERNAL RESOURCES, GROOMING OF TALENTS FOR THE INDUSTRY, ENHANCEMENT OF BRAND IMAGE To promote the furniture industry and build the furniture brand, talents are very important. It is absolutely essential to boost greater participation from professionals from various fi help members’ companies groom talents for the industry, build up knowledge management, training, learning systems, as well as improve operations and management capabilities.

建立政府与会员企业之间的桥梁，提供政府实际的产业讯息与需求，将 政府的产业政策传达至企业，使得产业与政府之间能够互信互助，解决 企业的问题，发展国家的经济实力。

BILATERAL COMMUNICATION BETWEEN BUSINESSES AND THE STATE, OBTAIN GOVERNMENT RESOURCES, IMPROVEMENT OF FOREIGN WORKERS’ MANAGEMENT It is very important to establish a bridge of communication between the government and members’ companies. This is essential in providing the government with practical information and actual requirements of the industry and ensuring that all state policies regarding the industry will be communicated to the companies, thus helping to create mutual trust between the government and industry players, resolve business problems and develop Malaysia’s economic capabilities.

KLSFEA 22

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五年战略如何 落实九大计 划 愿景

Vision

任务

Mission

WAYS TO IMPLEMENT THE NINE MAJOR PLANS WITH THE FIVE-YEAR STRATEGY 五九五计划标示了商会在未来五年所要达成的

人才、制度、沟通等核心议题，让商会这个大

目标。

团体建立一个可长可久方向与游戏规则，在这 条漫漫长路上能透过大家的认同中达到预期的 效果。

商会依据本身的条件现况，掌握了自身的优势与 劣势，例如会员对商会计划的投入是优势，家具 业人才与人力的问题是劣势，以及外在环境的 机会点及威胁点，例如马来西亚的国际化课题 的机会点及国外竞争激烈的威胁点。基于此， 商会的五年战略就必须考虑层层面面，寻找核 心的应对之道，并且拟定可行的行动计划。 五年战略中，可从两个层面来看，一个是决策 面，一个是执行面。 一、在决策面， 1.商会常务理事、理事、会员，需要产生共 识，要知道我们的未来，要清楚何去何从，要 明白家具业如何走才能为产业、为商会、为会 员带来效益。 2.从根本来考虑，商会就是要有健全的组织、 透明的沟通、明确的制度、常态性的财源。 对应到九大计划，就需要持续推动展销会，不 单是国内，还要推广到海外，不仅是与国际接 轨，也是商会的财源，并且以家具期刊与市场 沟通，透过与官员的对话与政府沟通，透过组 织发展与福利文教与会员沟通。 二、在执行面， 有了决策，那就需要靠1.人才 的引进，以不低 于市场的条件吸引人才，及效 率化的管理使人 才能在商会这个平台发挥所长 。2.而且不单是 固定的职工，更要以商会愿景 来吸引各方的专 才，包含设计、营销、会计 、法律、经营管理 等，汇集多样化的人才， 才能有效运用有限资 源发挥最大效果。 因此，九大计划的成功与否，可以大胆的说， 就需要在这五年中，落实战略中所提的组织、

The Five-Nine-Five plan marks the goals that KLSFEA aims to achieve in the next fi years.

Based on current conditions, KLSFEA has a clear understanding of its own strengths and weaknesses. For instance, the commitment of members to KLSFEA’s plans is indeed its strength, but the problems of insufficient talents and manpower for the furniture industry will be its weakness. There are also opportunities and threats in the external environment. For instance, Malaysia’s international outlook would be an opportunity while intense competition from other countries constitutes a threat. Therefore, while implementing its five-year strategy, KLSFEA needs to consider all aspects, find key ways to respond to varying situations and develop viable action plans.

The five-year strategy can be studied from two aspects – the decision-making aspect and the implementation aspect.

(1) The Decision-Making Aspect 1.1. Executive Council members, Standing Committee members and ordinary members of KLSFEA need to build a consensus and be clear about our future prospects and the direction to take. They need to understand how the furniture industry should operate in order to bring about benefi for the industry, KLSFEA and members.

1.2 Fundamentally, KLSFEA needs to maintain a healthy organisation, transparent communication, a clear system and a regular source of income.

目标

Objective

策略 Strategy

行动计划

Action Plan

In accordance to the nine major plans, it is very important to promote trade fairs continuously, not only within the country but also beyond our shores. This will not only put us on par with international standards, the trade fairs will also be a source of income for KLSFEA. It is essential to communicate with the market, the government and members through furniture periodicals, official dialogue, as well as organisation development, welfare and education respectively.

(2) The Implementation Aspect Once we have decided on the relevant action plans, we would need to leverage on the following to implement our courses of action.

2.1. Attract talents by offering terms that are comparable to market rates. Implement efficient management systems to enable these talents to develop their potential in KLSFEA. 2.2. We should not only recruit regular employees, but also leverage on KLSFEA’s vision to attract professionals from various fields, such as design, marketing, accounting, law, management and so on. Bringing together diverse talents can help us optimise limited resources to achieve maximum effects.

Therefore, boldly speaking, the success of the nine major plans depends on the implementation of key ideas involving organisation, talents, systems and communication as highlighted in the five-year strategy. In this way, KLSFEA, with its huge membership base, can establish the rules of the game and a sustainable direction for future development so that in this long journey, everyone can eventually attain the desired results through a common understanding.

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新创意 新发展 新策略 新思维 商会

制度化 专业化 系统化 人性化

02

9 大计划

01 There are two major exhibition fairs in Malaysia, one of which is the Export Furniture Exhibition (EFE) organized by Malaysia Furniture Entrepreneur Association (MFEA) targeting international buyers.

第一计划 First Plan

马来西亚展销会 MALAYSIA FAIRS

目前在马来西亚有两个主要的展销会，一个是家 具同业联合总会（MFEA）所主办的” 大马出 口家具展” （EFE），主要对象是国际买家。 而“ 马来西亚家具与装饰展销会” （MF3）是 由隆雪家具企业商会所主办的内销展，重点是 提升国内家具业者在消费者心中的品牌意识， 提高商家的品牌价值。

The Malaysian Furniture & Furnishings Fair (MF3) organized by KLSFEA, aims to increase the brand awareness and value of local furniture products.

KLSFEA’s target is to organise more exhibition fairs in the year 2012, such as twice in a year to fulfi the needs of the exhibitors and consumers.

KLSFEA vision is to synergize the experiences and abilitiesof fellow players in the industry, expanding business opportunities for the domestic brands beyond the local markets and branching these business into an international arena.

第二计划 Second Plan

海外国际展及考察团 TRADE FAIR AND TRADE MISSION

与国际同业接触，是产业走向国际市场的最佳 途径，同时也是获得最新市场资讯、学习与启 发的最佳机会。本会积极与马来西亚对外贸易 发展机构(MATRADE) 及马来西亚家具促进局 （MFPC）协调，组织会员到海外参展及考察。 2010年本会曾到深圳、北京、南宁、意大利米 兰及印度孟买等地考察；并预计2011年到美国 拉斯维加斯、意大利米兰，2012年到南美洲及 意 大 利 米 兰 ，并 计 划 2013 年 到俄罗 斯 、 意 大 利及南非。此一相关行程都旨在拓展会员的商 机，及推展大马家具品牌。 除了计划性的参与海外展会、考察；本会更希 望，在中国主要展销会上，能够组织大马家具 产业成立马来西亚品牌馆，其主要宗旨，是让 国际买家易于识别马来西亚家具商品；其二是 凸出大马品牌与形象，打造在国际上“ Made in Malaysia” 的总品牌。其三是集结同业的力 量，减少运费及简化运货等各方面的工作。

本会的目标，是在2012年能开办更多场次的 展销会，例如增加至每年两届，以迎合参展商 家及消费者的需求。 本会的愿景，是期盼凝聚同业的力量，在具有更 多的经验及能力后，把这个经营模式推展至海 外，协助国内品牌跨足国际，开拓更大的商机。

本会已经参与2010年深圳家具展，2011年目 标是上海、广州及东莞。 KLSFEA 24

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03 As the furniture industry is a “labor intensive” industry, it will directly affect the industry at the present stage of development should there be a shortage of local labor.

Participation in international exhibitions is the best route for the furniture entrepreneur to enter the international market; at the same time, it is the best platform to gather the latest information, and a source of learning and inspiration.. Thus, KLSFEA, together with MFPC and MATRADE’s international plan aims to encourage members to participate in exhibitions and study groups to explore business opportunities.

In 2010, KLSFEA have formed a study group with ventures to Shenzhen, Beijing, Nanning.

Milan and Mumbai. For the year 2011, the plan is to proceed to Las Vegas and Milan. In year 2012, it will be South America and Milan; for 2013, Italy and South Africa. The objective of this itinerary is to help the members explore business opportunities while promoting Malaysia’s furniture branding.

Besides the plans to participate in overseas international fairs and study groups, KLSFEA wishes to gather the various businesses in the Malaysia furniture industries and collaborate on a Showroom of Malaysia’s brands during the major China trade shows. This will mainly serve to increase the recognition by foreign buyers, while highlighting the Malaysian brand in the international arena. Lastly, these efforts aims to strengthen the industry on a whole for more cost-saving in freight shipping and to streamline other aspects of the work.

The association has participated in the Shenzhen Furniture Fair 2010, and the target Chinese cities for 2011 is Shanghai, Guangzhou and Dongguan.

第三计划 Third Plan

申请外劳特许

SPECIAL PERMIT TO EMPLOY FOREIGN WORKERS 外劳短缺是家具产业的痛。由于家具产业属“ 劳力密集” 产业，在本地劳工缺乏的情况下， 如果没有提供具生产力的外劳，将直接影响到 产业现阶段的发展。 目前家具同业均通过代理公司引进外劳，雇主与 代理公司在外劳素质及薪水配套等各方面不易达 致共识，造成许多社会问题，影响产业发展。 在软件方面，一般业主或工厂，多半无专职之外 劳管理人员，在本身工作繁重之际，焉有余力专 心于外劳管理工作。且外劳管理为一持续且恒久 之工作，再加上语言沟通不易，外劳习性无法掌 握，一昧硬性要求与规范，自然事倍功半。 而在硬件方面，设施不足，无法解决外劳因离 乡背景所衍生之孤独与疏离感，本国劳工与外 籍劳工之待遇偏差，易使外劳因卑微而产生之 抗拒现象，无法获得疏解，而更多的问题存在 于外籍劳工身上，诸如：男女问题、加班问 题、饮食、交通．．．等均有赖良好之管理与 辅导，始能期有所成。 因此本会计划成立“ 家具业外劳申请特许公 司” 。由于本会了解同业对外劳的要求，计划 提供全套服务，包括国外选工、素质审核、短 期培训、外劳管理等，以满足产业需求，提升 产业竞争力。

Currently, most of the furniture companies are hiring foreign workers through agencies.

When employers and agencies face difficulties reaching a consensus in term of the quality and salary package of foreign workers, social problems are caused, with influence on the development of industries.

In the software industry, most of the employers or factories do not have full-time workers for personnel management. In the occasion of heavy workload, these employees have no capacity to concentrate on labor management. In addition, communication problems due to language barriers, with the mandatory requirements and specifications from employers will definitely affect the quality of work.

In the hardware industry, problems such as the lack of facilities, the uprooted foreign workers facing loneliness and alienation, and the disparate treatment between local and foreign workers result in resistance. Not only that, there are many more problems from the foreign workers as well, such as relationship problems, personnel management, overtime work, hospitality, transportation etc. However, these problems can be solved with good management and consultation.

As a result, the association plans to establish the “Furniture Industry Foreign Worker Special Permit Application Company” to provide a full package of service including foreign workers selection, quality audit, short-term training and labor management in order to meet industry needs and enhance industrial competitiveness.

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04

05

第四计划 Plan Forth

政府事务

GOVERNMENT AFFAIRS 一个国家的产业发展需要产、官、学的配合。 一个产业的问题与需求也只有产业经营者最清 楚，如何让政府做出对的政策，协助产业发 展，需要业者的配合。 单独的企业往往无法准确掌握政府的政策及资 讯，无法提供全面性的建议给政府。 因此本会有义务搭建沟通桥梁，发挥上传下达 的效果，协助会员面对政府事务，比如提呈产 业发展及企业需求的备忘录给政府，也协助政 府对产业支持的政策落实到各会员企业，协助 会员企业申请各项政府奖掖，以达到产、官的 合作，实现家具产业的发展政策。 本会更计划并落实执行协助家具业者群聚发 展，规划1000亩的” 雪州国际家具城” ，建立 集展示厅、学院、工厂、内陆港口等功能与设 施，让产业能够一站式发展。

第五计划 Fifth Plan A country’s industrial development needs the co-ordination among production, government and science. Only the industry operators themselves know best the needs and problems of the industry. .As such the industry needs to cooperate with the government in making the right policies that will promote growth.

Many a times, individual companies are unable to accurately grasp Government regulation and information, and thus, will not provide comprehensive views and proposals to the government.

Therefore, it is necessary to enhance the communication with the government departments and get their understanding of the contribution made by the furniture industry. This will assist the industry operators with government collaboration and initiatives such as collation of feedback and proposal preparation, which also helps furniture entrepreneurs to apply the incentive policy by the government. Through the cooperation from both parties, the development policies of the furniture industry can be successfully implemented.

The association has began executing its plans to establish a “1,000 acres Selangor World Furniture Industry City” in order to cluster the development of furniture industry.

家具期刊

FURNITURE MAGAZINES AND PERIODICALS 隆雪家具专业期刊是为了推动产业发展、掌 握市场趋势、丰富家具品牌推广而出版的刊 物，从2010年开始，推出创刊号，内容含括政 府 政 策 、 行 业 资 讯、 市 场 讯 息 等， 2011 年 ， 本 会 正 式 推 出 年 刊， 并 计 划 2012年 出 版 半 年 刊，2013年开始每年推出季刊。其间将视产业 需要推出特刊。 本会也将在2014年出版国际指南，并到世界各 地主要展览会分派指南，以让海外买家认识本 会及本国家具业。 <KLSFEA> is a magazine which promotes industrial development and full of market information for our industry. Its first publication is in year 2010; the content covers government policies, information of industry and market news etc. In the year 2011, the association will launch an annual magazine. It also plans to publish a biannual magazine in 2012 and a quarterly magazine in year 2013. it will also publish a special edition magazine if required from the industry.

In the year 2014, the association will be also publishing an international directory and distribute it at the world’s major exhibitions in order to introduce the council and local furniture industryl to International foreign buyers.

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隆雪家具企业商会顾问 KLSFEA Executive Advisor 王建设 Ong Kian Sek

07

06 Human resources are important to organisations, the industry and national development; talent is needed for a brighter future.

第六计划 Sixth Plan

人力资源发展

HUMAN RESOURCE DEVELOPMENT 任何企业、产业、国家的发展都以人为本。唯 有人材才能创造未来。 长久以来，因为本行业须要大量的人力资源， 又由于员工缺乏训练，因此企业间挖角情况普 遍，造成许多不必要的纷争。因此解决之道在 于人力的补充与人才的培养，也惟有通过人员 的训练与实战的养成，才能解决人的问题。 本会计划最迟在2013年成立家具学院，透过技 术与管理方面的训练，提高产业的生产力。在 家具学院成立之前，每年将举办至少4次讲座 会及培训营，以协助会员企业解决部分人力素 质的问题。同时，本会也将人才的培养扩展至 土著，并配合政府政策，在2014年将参与家具 业的土著提高至30%以上，并培养土著成为家 具设计的专才，鼓励土著创设家具周边产业。

The Furniture industry needs a lot of human resources. Due to the fact that the employees lack training, poaching becomes prevalent among enterprises and causes many unnecessary disputes. Undoubtedly the most effective solution is to train talent for the whole industry.

The association plans to establish a “Furniture Industry College” latest by year 2013, to nurture talent through courses and training programmes related to upstream and downstream furniture industry. Before the establishment of the college, there will be at least four seminars and training camps to assist the association members to solve problems concerning workers’ qualities. Meantime, the association will also extend the training to the indigenous groups, which is in line with government policy to increase their participation, with more than 30% of the indigenous people in the furniture industry in 2014. Besides, it also helps to develop indigenous expertise in furniture design and encourage them to create more home furniture.

第七计划 Seventh Plan

本会建立资讯化 管理系统

BUILDING A INFORMATION MANAGEMENT SYSTEM 现代商业环境是讲求资讯化的时代，本会将建 立ISO制度、SERVER ，以导入客户关系管理 系 统 （ CRM ） 、 架设 网 站， 建 立会 员 的 完 整 资料档案，发展科技资讯，并透过网站，打造 双向贸易平台，让国内外商家都能轻易找到合 适的供应商或合作伙伴。 The modern business environment is in the era that emphasises on information technology. The association will establish the ISO, SERVER, and to import the customer relationship management system (CRM). Besides, it will also set up a website and build a complete data file of the membership to develop technology information. Through its website, it can create a two-way trade platform for both domestic and foreign businesses in order to faciliate the members in finding the right supplier or partner in a more convenient way.

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09 08

第九计划 Ninth Plan

福利与文教

WELFARE AND CULTURAL 第八计划 Eighth Plan

组织发展

ORGANISATION DEVELOPMENT 为了发展产业，凝聚产业力量是最根本之途， 为了完成发展的目标，建立一个良好且健全的 团队是首要的工作，而2011年设立常务理事会 将是改革的开始。商会也将在2011年成立青年 团，为了未来发展做好准备的工作。踏入2014 年，本会将兴建一个功能完善的综合行政楼， 并逐年投入300万零吉、300万零吉、400万零 吉，以达到1000万零吉的目标，使本会拥有更 良好环境与设施来发展业务。 目前本会拥有350家会员企业，本会将在2012 年聘请执行长（CEO），组织专业队伍，抛弃 一般公会刻板的模式，将广招会员，使组织多 元化、分工精细化，执行专业化，目标在2014 年达致1000家会员；并且抛开“ 厂商公会” 的 刻板形象，增加上下游业者、零售、批发及进 出口商为会员，凸显本会代表的是全体同行， 令本会更有代表性。

The most fundamental way to develop the industry is to recruit more members and to diversity the association. In 2011, the association will set up a new general council. It will also set up a Youth Group in 2011, in order to nurture successors and prepare for future development. For 2014, the association aims to build an integrated administrative office, and invest 300 million Malaysian Ringgit annually in order to achieve the goal of 10 million Malaysian Ringgit for a better environment and improved facilities for business development.

At the present, the association has 350 member companies and it will be hiring a CEO in year 2012 and also organizing a professional team to revamp the association’s image. Besides, it will recruit more members to diverse the association, divide jobs meticulously and execute initiatives professionally, targeting to achieve 1,000 members in year 2014, and shedding the stereotypical image of “Manufacturers Association”. It also plans to add on upstream and downstream industry, retail, wholesale, import and exporters as members to highlight the representation in the industry to enhance their position in the government and business chambers.

本会成立的宗旨中要团结同业，促进彼此的交 谊，因此在会员的活动设计上不遗余力，透 过会员拜访、联谊、家庭日、子女奖学金、旅 游、俱乐部等，为会员之间创造合作的契机。 也筹办会员产品发表茶会，让会员之间能创造 更多的商机。 本会也履行社会责任，在社会公益方面不遗余 力，比如举办施赠贫老活动，以发挥抛砖引玉 之效，鼓励更多同业及公众投入爱心事业。 Theinitialintentionoftheassociationistounitethe industry entrepreneurs and promote friendship.

Thus, in addition to addressing the issues of the industry, the association should also carry out more social activities such as members and friendly visits, family days, children scholarships scheme, travel, clubs, etc to enhance interaction and cooperation among members to create more business opportunities.

Efforts can be put into different kinds of social welfare activities to fulfill their social responsibilities. For example, organizing a donation drive for the poor and old folks in order to encourage more people to be involved in the welfare activities.

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第3大目标：

5大目标

建立家具产业教育学院 人力资源是企业的核心，建立家具产业教育学院可以为家具企业培养所 需要的人才，缓解人才不足的问题。学院提供一系列完整的培训，采取 实践和理论知识相结合，为家具产业后续发展提供可靠保证。

FIVE MAJOR GOALS

第1大目标：

03

GOAL 3: ESTABLISHMENT OF AN EDUCATION INSTITUTE FOR THE FURNITURE INDUSTRY Human resources are the key to a successful business, and the establishment of an education institute for the furniture industry can help furniture companies groom the necessary talents and ease the problem of manpower shortages. The college will offer a complete curriculum for skills training, adopt a system that combines practical and theoretical knowledge and provide reliable assurances for subsequent development of the furniture industry.

01

建立国际家具城 本会向雪州政府争取一个靠近巴生港口的建设国际家具城，希望可以将 所有家具业集中在一起发展，打造家具业新格局，提升家具业竞争力。 一站式家俱城计划，提供方便予国内外买家集中采购，促进经济发展。

第4大目标

GOAL 1: ESTABLISHMENT OF AN INTERNATIONAL FURNITURE HUB

建立国际展销会“ 马来西亚馆”

KLSFEA is talking to the Selangor state government for an international furniture hub to be established near Port Klang. We would like to see the concerted and consolidated development of all furniture industry players and create new horizons for the industry. This can enhance the competitiveness of the furniture industry. The plan of building a onestop furniture hub can provide convenience to domestic and foreign buyers who can do their procurement at a centralised location. This is good for promoting economic development.

第2大目标：

04

02

设立“ 马来西亚馆” 的主要概念是，组合所有参加国际家具展览的家具 同业，以团队的整合力量，发挥团队的效能，从而提高整体竞争力，吸 引更多国际买家。

GOAL 4: ESTABLISHMENT OF THE MALAYSIA BRAND CENTRE IN INTERNATIONAL TRADE FAIRS The main concept behind the establishment of the Malaysia Brand Centre is to consolidate all the players from the furniture industry who are participating in international furniture fairs. By integrating their strengths and creating team synergy, we will be able to enhance overall competitiveness and attract more international buyers.

建立品牌家具购物城 寻找策略性地点建立品牌家具购物城，凝聚家具业者力量，提高消费者 对品牌的认知，提升本地家具品牌在国际市场的知名度。树立购物城的 品牌形象，以吸引国内外的买家前来购买，提高经济效益。

GOAL 2: ESTABLISHMENT OF BRAND FURNITURE SHOPPING CITY We will search for a strategic location to build a shopping hub for branded furniture. This will serve to consolidate the strengths of industry players, increase brand awareness among consumers and enhance the popularity of local furniture brands in the international market. Besides, it is essential to establish a brand image for the shopping hub in order to attract domestic and foreign buyers and increase economic efficiency.

第5大目标

05

建立国际据点，成立办事处 在主要的国际市场设立海外办事处，提供各项准确的资讯与即时的政 策，会员利用此便利，可顺利地开发海外市场。

GOAL 5: BUILD INTERNATIONAL STRONGHOLDS, SET UP OFFICES Setting up overseas offices in major international markets is useful in providing accurate information and real-time policy updates. Members can take advantage of such convenience and enjoy a smooth-sailing process in developing overseas markets.

KLSFEA 29

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KLSFEA 31

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九大计划如何 落实五大目标

WAYS TO ACHIEVE THE FIVE MAJOR GOALS THROUGH IMPLEMENTATION OF THE NINE MAJOR PLANS

2010年商会推动五九五计划，最主要的目的是

因此，透过计划分步的实施，逐步获取资源，

透过共同的目标与愿景，凝聚同业力量，使解 决商会会员的经营问题与威胁，创造现在与未 来的整体利益。

避免躁进的风险，增强会员及职工的信心，应 该是目标达成的不二法门。

在经营事业时，我们常说” 经营由订立计划开 始” ，由此可知，在事前订立计划是非常重要 的工作，有了计划才有标准，才有依据，才能 评估成败，才能形成共识，才能达成目标。有 了计划，商会才能清楚需要花多少时间，动用 多少人力物力，不然如同没有目的而航行在大 海的船，会迷失在茫茫大海中。 毫无疑问的 ，商会的目标达成，计划的实施就 是实现目 标的唯一武器。 以五九五计划来说，根据产业环境和商会的特 点，为达成五大目标，完成商会的宗旨，九大 计划宜分三个阶段来发展： 1）第一阶段，以观念共识为条件，以计划蓝 本为基础启动，将商会力量统一，快速整合。 2）第二阶段，配合计划陆续的启动，以最快 速度将商会力量由内而外的发挥影响力，进而 产生实际成效，加强同业与专业团队信心。 3）第三阶段，将各项目标具体运作，透过事 业体经营模式，让五大目标能够独立运作，发 挥最大的互动效果。

In 2010, KLSFEA promoted the Five-Nine-Five plan with the main purpose of combining the strengths of industry players through common objectives and vision, in order to help members resolve problems and threats faced in business operations and protect the overall interests of industry players in the present and future.

When running a business, we often say that it should start with a plan. Obviously, advance planning is a very important job. With proper plans, we can set a standard and a foundation to evaluate the success or failure of business operations, reach a consensus and finally achieve our goals. With proper plans, KLSFEA will be clear about the duration needed and the manpower and resources that have to be used to attain the goals. Otherwise, we would just be like a ship sailing in the sea without any direction and we would be lost in the vast oceans.

Without a doubt, implementation of our plans is the only weapon for KLSFEA to achieve its goals.

For the Five-Nine-Five plan, according to the unique characteristics of the business climate in the furniture industry and the niche

of KLSFEA, the nine major plans should be developed in three stages in order to achieve the five major goals and fulfil the objectives of the association.

Stage 1: Establish unanimous beliefs and launch the plans based on the blueprints, thus consolidating and integrating the strengths of KLSFEA rapidly.

Stage 2: With the plans launched one after another, enhance KLSFEA’s sphere of influence from within in the shortest period and let it spread out, so that the strength of the association can produce practical results and strengthen confidence among industry players and professional team members.

Stage 3: Concrete implementation of the various goals. The business management model can allow the five major goals to operate independently and achieve maximum synergised effects.

Therefore, step-by-step implementation of the plans will enable the association to obtain resources accordingly. As the saying goes, haste makes waste. Gradual implementation will mitigate such risks and enhance confidence among members and staff. This should be the only way to achieve the goals.

KLSFEA 32

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五九五计划历程 目标完成期~2014年

阶 段

观念形成期~2010年

计划推动期~2012年

1.发展家具业品牌

阶 段 目 标

1.引介并建立内部管 理运作规范与模式 2.达成团队共识，订 定愿景蓝图

2.厚植人才资源

1.走出马来西亚，提高 国际上的亮度。 2. 解决产业困境，发展 产 业集群效果

3.进入整体产业研究 与发展领域 1.国内外展销会

计 划 项 目

实 质 效 益

1.组织发展 2.福利文教

1.家具期刊

2.国际事务与交流

2.人力资源

3.外劳事务管理

3.政府事务

3.资讯系统

1.修改商会章呈，将决策 效率化，执行专业化 2.启动各项计划项目，导 入计划试营运

1.专业的期刊杂志，产 业的发展指标 2.以人 为本，导入产业 菁英 ，建立平台 3.提高政 府关注，开发 产业价 值

1.建立产业集群的国际 家具城，重点发展国内 优势产业。 2.建立海外据点 ，代表马来 西亚家具品牌 国际发声

KLSFEA 33

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1

第

计划

马来西亚展销会 Malaysia Fairs

种植及原产业部长伯纳东博 （中）为展销会开幕。

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展销会建立品牌形象

BUILDING BRAND IMAGE THROUGH EXHIBITIONS

展销会旨在建立品牌形象、发布流行趋势、引导消费潮流； 展销会是一种立体的广告，它能直接有效地达致宣传效果， 为本地品牌提高知名度创造商机。 展销会旨在建立品牌形象、发布流行趋势、引

并让消费者提升及改善他们的梦想家居环境，

导消费潮流；展销会是一种立体的广告，它能 直接有效地达致宣传效果，为本地品牌提高知 名度创造商机。

同时也进一步认识我们优质家具行业品牌。 MF3集合各本地家具品牌，除了吸引一般消费 者外，建筑与室内设计专业人士及买家，都能 前往搜集国内著名家具品牌最新的流行趋势。 在展馆里，人们不仅能看到家具、装饰品的最 新动向、室内装潢装饰的多样化，更能亲身感 受本地市场上的新时尚潮流。

由隆雪家具企业商会主办的马来西亚家具及装 饰展销会（MF3），自2008年开始至今，已举 办了3次。MF3以内销市场为号召，提供业者 及客户互相交流的平台，同时也可刺激消费。 本会也希望透过展销会，凝聚国内家具商，并 鼓励他们自创品牌，走出大马。 MF3打造一个平台，让厂商推广及销售产品，

Exhibitions are about building brand image, creating fashionable trends and guiding consumption patterns. They are a kind of 3D advertisement that can achieve publicity effects

directly and effectively, enhance the popularity of local brands and create business opportunities.

KLSFEA has been organising the Malaysian Furniture and Furnishings Fair (MF3) for three consecutive years since 2008. MF3 appeals to the domestic market by providing furniture companies and customers with an interactive platform. It also helps to increase consumer spending. We hope that through the exhibition, we are able to consolidate the strengths of local furniture companies and encourage them to create their own brands and expand beyond the shores of Malaysia.

KLSFEA 34

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第4 届马来西亚家具与装饰展销会将于 2011年8月4日至7日，在吉隆 坡会展中心 （KL Convention Centre）举行。这次将 以文化元素融合家具设计，以展示国家 文化特色，予人耳目一新之感。 第3届展销会已于2010年7月举行，吸引6

许良裕、颜泰华陪同部长巡视展销会。

万5000人，销售回酬率约5000万令吉； 相信来届展销会将更上一层楼，预料销 售额将增长超过一倍！ 在来届展销会，我们将拥有更多元化、 规模更庞大、产品更丰富的参展单位， 同时也会举办奖品丰富的抽奖活动，以 实际行动回馈给消费者。 同时，为了打破展销会的沉闷格局，我 们将举办一些课程，主要对象是参展 商、同业及他们的职员，以提升他们的 人文修养素质，增进士气，令公司的营 业额蒸蒸日上。

其中一个展位—Merry Price

这次我们将在家具上，融合 迪文 化色 彩。事实上，第3届展销会我们也进行类 似的尝试，效果不俗，因此这次决定更 加大量运用，使展销会的形象及主题数 加鲜明。 我们将进一步把展馆外的走廊，布置成 迪创意走廊，让消费者感受到浓郁的 大马文化，并对展销会留下深刻印象。 马来西亚家具与装饰展销会以内销为 主，除了普罗大众外，全马建筑与室内 设计专业人士及买家，都能前往搜集国 内著名家具品牌最新的流行趋势。

MF3 has created a platform for companies and manufacturers to promote and sell their products. It has also enabled consumers to upgrade and improve their dream homes. Besides these, MF3 has given us a better understanding of our premium furniture brand.

MF3 has brought various brands of local furniture under one roof. In addition to attracting ordinary consumers, architecture and interior design professionals can also gather the latest trends of well-known furniture brands in Malaysia. In the exhibition hall, besides getting to appreciate the diversity in interior décor, visitors can also experience the fashionable vibes of the local market in furniture and accessories design.

The 4th Malaysian furniture and decoration trade shows will be held at Kuala Lumpur Convention Centre (KL Convention Centre) from 4th to 7th August 2011. This will see the integration of cultural elements into furniture design to demonstrate the country’s unique and refreshing cultural characteristics.

The 3rd Malaysian furniture and decoration trade show was held in July 2010, attracting 65,000 people with an estimated sale rate of50 million Malaysian Ringgit sales. We believe the upcoming trade will reach a higher level and that the expected sales to increase more than double.

马来西亚家具与装饰展销会总协调 Coordinator of Malaysia Furniture and Furnishing Fair 周嘉昌 Edmund Chew Kar Chong In the coming fairs, we will have more exhibits that will be diversified available.

Besides that, we will also be organising the raffle draw with attractive prizes, proactively giving back to consumers.

Meanwhile, in order to break away from the monotony of trade shows, we will be organizing some courses mainly targeted at exhibitors and their staff to improve themselves and in time better the company’s turnover.

This time we will be having the integration of batik culture in the furniture show. In fact, the 3rd trade fair also featured a similar attempt. Following favourable feedback from the fair, we have decided to implement the extensive use of batik to create a distinct theme and an exclusive image for the fair.

We will also decorate the corridor outside the exhibition hall, making it Batik creative showcase, so that consumers can feel the Malaysian culture and improve their impression of the trade fairs.

Although the Furniture and Decoration Fair in Malaysia is mainly targeted at the domestic market with the general public, we also welcome the Malaysia’s Architecture and Interior Design professionals and buyers to visit the fair for the latest fashion trends of local wellknown furniture brands.

KLSFEA 35

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2

第

计划

海外国际展及考察团 Trade Fair and Trade Mission

参加国际展及 考察团开拓 海外市场 PARTICIPATING IN INTERNATIONAL EXHIBITIONS AND TRADE MISSIONS TO EXPLORE OVERSEAS MARKET

国际展览会是家具同业走向国际的最佳途径。无论是参展 或是观展，皆能获取最佳资讯丶学习与启发。 圳家具行业协会，联手打造“ 第25届深圳国际 家具展-马来西亚风情馆” ；4月中，一行60人 组团赴意大利米兰国际家具展参观及考察。然 后于10月前往参观印度国际家具展及中国-东 盟博览会。

米兰国际家具展被称为世界三大展览之一， 每 年 一 届 ， 从 1961 年 米 兰 家具 展创 办 到 今 年 2010 年已经 有49年 的历史 。米 兰家 具展 是全 球家具、配饰、灯具流行的风向，成为全世界 家具业界人士每年都热切期待的家具盛会。

本会每次的考察团收获非常丰富，大大扩展人 脉及提高商机。未来，本会寻求在中国上海、 广州及东莞参展的机会。

第25届深圳国际家具展 执行主任 Chief Executive Committee 庄佑陆 Lawrence Ch'ng 国际展览会是家具同业走向国际的最佳途径。 无论是参展或是观展，皆能获取最佳资讯、学 习与启发。 同时，通过海外考察，与外国厂商交流，将有 助于推广家具业、提升竞争力，并且可获得多 元化商机，大大提升本地家具业在国际的市场 定位。 隆雪家具企业商会经常组团到海外考察，通过 国际交流合作，全面拓展国际市场，进一步提 升马来西亚家具业的水准。 本会曾于2009年6月，跟随马来西亚家具促进 局，前往波兹南参观波兰国际家具展，然后于 同年11月前往北京进行商业投资及考察，并于 12月与中国深圳家具行业协会缔造为姐妹会。 2010年3月19日，隆雪家具企业商会与中国深

隆雪家具企业商会自2010年1月份与深圳市家 具 行业协会缔造为姐妹会后，双方于3月首度合 作，联手打造“ 第25届深圳国际家具展-马来西 亚风情馆” ，借此打开中国市场，增加本国同 行与中国同行的交流，并加强产品品牌在中国 市场的知名度。隆雪家具企业商会致力推动“ 马来西亚风情馆” ，以集中国内参展企业，以 团队形象集中在一个展区内，避免分散式的竞 争，使国际买家易于辨认马来西亚品牌。 这次的深圳国际家具展之马来西亚风情馆，展 出多种东南亚家具，设计雅致、风格清新，非 常适合追求安宁及舒适家庭氛围的消费者。而 这一点往往是欧美国家所生产的家具所不能比 拟的。由此可见，东南亚家具走俏是件顺利成 章的事情。

第49届意大利米兰国际家具展 此外，隆雪家具企业商会于2010年4月14日至 20日，一行60人组团前往参观和考察“ 第49 届意大利米兰国际家具展” 。同时也邀请去年 马来西亚家具与装饰展销会（MF3）举办的年 轻设计师比赛冠军得主梁玮庭随行。

执行委员 Executive Committee 黄民辉 Wong Min Fui

印度孟买考察团 隆雪家具企业商会于2010年10月7日至12日， 举办6天5夜的印度孟买考察团，行程包括贸易 配对、参观展览、参观家具零售商或工厂、与 驻印度的马来西亚外贸促进局交流等。 本会参观于孟买展览中心(BEC )举行 的2010年印度孟买国际家具展INDEX MUMAI （INTERZUM ）， 该 展主 要 展出 家 具、五金及配件等，参展商来自印度、意大 利、巴西、台湾及马来西亚等地区。

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本会参与深圳国际家具展

中国南宁考察团 隆雪家具企业商会于2010年10月19日至23日， 组团到中国南宁考察，行程包括参观中国-东 盟博览会、考察家具市场、采购对接会、木材 及家具商协会工作会议、钦州市考察等。 第七届中国-东盟博览会于2010年10月20日 至24日在中国广西南宁国际会展中心举行， 共 有 4000 个 展 位。 同 时 ，大 马 对外 贸 易 发展 局（Matrade）也有参与其盛，开设马来西亚 馆，展示马来西亚产品，深受中国及海内外买 家欢迎。 Participation in international trade fairs is the bestwayforfurnitureentrepreneurstogoglobal.

These fairs serve as a source of information, learning opportunities and inspiration for both exhibitors and visitors alike.

Similarly, interacting with overseas manufacturers through trade missions helps promote the furniture industry and improve its competitiveness. In addition, trade missions bring business opportunities and greatly enhance the international market standing of local industries.

The Kuala Lumpur and Selangor Furniture Entrepreneur Association frequently organizes overseas trade missions in order to foster international exchange and cooperation. Such missions help Malaysia’s furniture industry expand into the international markets and will also bring the standard of the industry to greater heights.

Together with the Malaysian Furniture Promotion Council, the Association visited the Poland International Furniture Exhibition in Poznań in June 2009. In November 2009, the Association organized a trade mission to explore business opportunities in Beijing. In December of the same year, the Kuala Lumpur and Selangor Furniture Entrepreneur Association became a sister association of China’s Shenzhen Furniture Association, and the two trade associations jointly set up the Malaysian Pavilion in the 25th Shenzhen International Furniture Expo on 19th March 2010. In mid April 2010, 60 members of the Association visited the Milan International Furniture Fair in Italy. The last organized trips of the year were to the India International Furniture Fair and the China-ASEAN Expo in October.

The trade missions organized by the Association have always been extremely fruitful in building up networks and discovering new business opportunities. The Association will be seeking future exposition opportunities in the Chinese cities of Shanghai, Guangzhou and Dongguan.

THE 25TH SHENZHEN INTERNATIONAL FURNITURE EXPO The Malaysian Pavilion in the 25th Shenzhen International Furniture Expo was the result of the first collaboration in March between the Kuala Lumpur and Selangor Furniture Entrepreneur Association and the Shenzhen Furniture Association since the two became sister associations in January 2010. The Malaysian Pavilion is aimed at helping the Malaysian furniture industry expand into the Chinese market, foster interaction between Chinese and Malaysian furniture entrepreneurs and increase the awareness of Malaysian brands in the Chinese market.

By actively promoting the Malaysian Pavilion, the Association hoped to gather Malaysian exhibitors within one exhibition booth not only to portray a unified team image, but

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海外国际展及考察团 Trade Fair and Trade Mission

Entrepreneur Association strongly believes that this visit will not only help improve its organization of the coming MF3, but is also a step towards better and more efficient furniture trade shows in future.

MUMBAI, INDIA TRADE MISSION The Kuala Lumpur and Selangor Furniture Entrepreneur Association organised a 6-days5-nights field study to Mumbai, India from 7th October 2010 to 12 October 2010. The itinerary included trade matching, visits to exhibitions, furniture retailers/factories, as well as an interactive session with the Malaysia External Trade Development Council in India. 本会与深圳市家具行业协会缔结为姐妹会

KLSFEA visited the Mumbai International Furniture Fair 2010 INDEX MUMAI (INTERZUM) organised by the Bombay Exhibition Centre (BEC) in Mumbai, India. The exhibition showcased furniture, hardware and accessories with the exhibitors hailing mostly from India, Italy, Brazil, Taiwan, Malaysia and other regions.

NANNING, CHINA DELEGATION The Kuala Lumpur and Selangor Furniture Entrepreneur Association organized a delegation to Nanning, China from 19 to 23 October 2010. The trip included a visit to the

本会考察北京由美家具工厂

also to prevent sporadic competition and to conspicuously present the Malaysian brand image to international buyers.

Various types of South-East Asian furniture of elegant designs and invigorating styles were on display at the Malaysian Pavilion.

In comparison to American and European furniture, furniture from South-East Asia are the perfect choices for consumers who are looking to create calm and comfort in their homes. It is thus a matter of course to see increasing popularity of South-East Asian furniture.

The alliance of the Kuala Lumpur and Selangor Furniture Entrepreneur Association with the Shenzhen Furniture Association not only helped create a platform for interaction between the furniture industries of the two countries, but also brought about opportunities for collaboration to reap mutual benefits and to reach win-win situations.

THE 49TH MILAN INTERNATIONAL FURNITURE FAIR 60 members of the Kuala Lumpur and Selangor Furniture Entrepreneur Association visited the 49th Milan International Furniture Fair in Italy from the 14th to the 20th of April,

2010. Leong Wei Theng, last year’s winner of the Junior Designer Award organized by the Malaysian Furniture & Furnishing Fair (MF3), was invited to take part in this trade mission.

The Milan International Furniture Fair is known as one of the top three trade fairs of the world. Held annually since 1961, it has seen 49 consecutive runs. Setting the international trends for furniture, furnishings and lightings, the fair is a grand event eagerly anticipated by furniture entrepreneurs of the world.

This year’s Milan International Furniture Fair is held at the FieraMilano International Convention Centre.

Merchandises on exhibition include furnishings for the living room, bedroom, dining hall and garden, cane furniture, children’s furniture, hanging furniture, metallic furniture, garden furniture, kitchen furniture and lightings.

The aims of this visit are to identify trends in the furniture industry, observe current international market dynamics and interacting with overseas manufacturers to explore business opportunities.

本会拜访驻意大利米兰的马来西亚对 外贸易发展机构（MATRADE）

China - ASEAN Expo, a field study of furniture market, furniture business matchmaking session, meeting with the wood and furniture dealer association and Qinzhou field trips.

Seventh China-ASEAN Expo was held in Nanning, Guangxi, China International Exhibition Centre, from 20 to 24 October 2010 featuring a total of 4,000 booths. Meanwhile, the Malaysia External Trade Development Corporation (Matrade) also participated with the Malaysia Custom Museum, displaying products popular with locals and overseas buyers.

The Kuala Lumpur and Selangor Furniture

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与米兰家具展 的零距离接 触 TROTTING IN MILAN

梁玮庭于2009年JDA年轻设计师大赛中夺 取金奖，成功捧走现金5千令吉和免 费前往 意大利时尚之都，参观米兰国际家具展。 这一趟的意大利之旅开阔了 她的眼界，更 让她对家具设计行有一番新的想法。 在得知自己能参观米兰家具展时，你的心 情如何？ 我很荣幸能有这样的一个机会来到 欧洲，参观 久负盛名的国际米兰家具展，与 时尚之都米兰 的零距离接触，令我感到难忘 。 虽然在出发前，我必须完成许多学期作业而无 法多做充分的准备，但我还是觉得很兴奋。这 是我第一次到欧洲，非常高兴能参观米兰家具 展所有的展览摊位，我几乎每天都会被创意十 足的展览品深深地吸引。我真的很难相信我居 然有机会参与米兰家具展，这一个我过去只能 在杂志中感受其魅力的国度。我也被设计独特 的展览摊位与卫星沙龙吸引，我可以在这里看 到许多国外发明和创新点子。 参观展览期间，我更有机会能与本地著名设计 Eric Leong与隆雪家具企业商会会长许 裕学 习。他们都教会我许多有关于家具设计、生产 与市场策略的学问，让我获益不少。

与我们分享你在米兰难忘的经验 我在米兰 最难忘的经验，应该就是因冰岛火山 灰事件 而逼使欧洲航班取消，我们所有人逼迫 滞留 在米兰，无法如期回马。为了赶上我们在 阿 姆斯特丹的航班，唯有乘17个小时的巴士， 路经比利时和德国才能到达目的地。一路上， 我们也被美丽的风景深深吸引。

在接触过欧洲设计师与他们的设计后，你 是否学习了很多，得到了什么启发？ 欧洲 设计师对于家具的用料以及设计方面都相当 讲 究，尤其是独特的展览台设计更让人赞叹。 我得到的不仅仅是学问与见识，最大的收获应 该说是可以近距离的感受“ 时尚之都” 的无限 魅力。随处可见的创意作品，也给我在设计提 供了丰富的创作灵感。

我相信，这一趟旅程将为我对我未来的职业有 about going on a trip to Milan with so many 梁玮庭 Leong Wei Theng - 2009 JDA Winner 所帮助，也大大增强我对家具设计的兴趣。未 strangers, but I was very grateful that I had the opportunity to get the know them and got 来，我也许会朝向这行业发展。 along very well with them. What impressed me Leong Wei Theng, the lucky winner of iN most was the fact that all of them were very Publisher’s Junior Designer Award (JDA) held nice and caring since I was the youngest one in September 2009 was thrilled to know her in the group. her grand prize also included a once in a lifetime trip down to Milan for the Isaloni fair this year.

Memories and happiness still pumping strong in her mind – we caught her for a brief interview to find out what she experience during her trip there.

Tell us how you felt before going to Isaloni in Milan, how excited were you?

I was very excited but in view of the fact that I had to work on my final project assessments, I did not really get myself well prepared for the trip. It was my first trip to Europe, and it was a very wonderful and memorable one. I enjoyed visiting all the booths at the exhibition halls almost every day in Milan as the products displayed there really caught my attention. It was really hard to believe that I was able to come to the Isaloni held in Milan, a beautiful city which I have only managed to browse through in magazines. I was very impressed with all the booth designs and some of the new products which we could not see here. I enjoyed the most in the Design halls and Salone Satellite, where I saw a lot of new inventions and innovative ideas of the exhibitors from other countries.

During the exhibition, I had the opportunity to learn a lot from our renowned celebrity designer, Mr. Eric Leong, and one of the leading sofa manufacturers, Mr. Richard Ko. Both of them taught me a lot on designs, productions as well as marketing strategies.

Before the trip, I was a little afraid and anxious

Share with us a truly memorable experience when you were there.

The most memorable experience during the stay there, I would say was the cancellation of our flight due to the volcano ash in Europe and all of us were stranded in Milan. In order to catch our connecting flight in Amsterdam, we had to travel for about 17 hours in a bus from Milan. That journey was indeed very exciting and turned out to be very rewarding for me as along the way, we had to pass through a few countries which included Belgium and Germany where we really enjoyed the beautiful scenery.

With such an exposure to European designers and their designs - did you learn a lot, got inspired?

With such exposure to the Europeans and designs, I would say that I have gained a lot of knowledge and valuable experience through this wonderful trip. The designs of furniture are so different from what we have in Malaysia.

Did I get inspired? Yes of course, especially with their unique booth designs, adopting the use of new types of materials and furniture designs. I believe that the knowledge which I have gained through the trip would certainly help me in my future career and the exposure to the new technology, designs and innovations has definitely enhanced my interest towards furniture design and I might move towards this field one day.

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3

外劳申请特许

Special Permit to Employ

计划

Foreign Workers

第

家具业者面对外 劳短缺的问题。

劳力短缺 阻碍经济发 展

FOREIGN LABOUR SHORTAGE DAMPENS ECONOMIC GROWTH “本会最能了解同业对外劳的要求，通过成立外劳 申请特许公司，协助同业统一引进外劳，审核外劳 素质，也简化申请手续。”

本会深入探讨，发现本地合法外劳人数太少， 造成家具业者面对严重的劳工短缺窘局。同 时，政府朝令夕改的外劳政策，也令业者蒙受 巨大财务损失。

本会计划提供全套服务，包括素质审核和短期 培训。同时也有助于减缓外劳犯罪问题。

更甚的是，目前通过代理公司引进外劳，雇主 与代理公司在外劳素质及薪水配套等各方面， 无法达致共识。有鉴于此，本会计划向政府申 请，成立“ 家具业外劳申请特许公司” ，以便 一劳永逸解决上述种种问题。

事实上，本地就业机会和外劳息息相关，每100 名外劳就需要30名本地员工管理下属。若当局 限制外劳人数，相对减少本地人就业机会。根 据内政部的统计，国内合法及非法外劳人数1 比1的比率估计，目前国内存有190万名非法外 劳。如果合法与非法外劳一样多，那国内就有 了380万名外劳，占国内总人口近15%。

本会认为，惟有本会最能了解同业对外劳的要 求。因此能够协助会员统一引进外劳，审核外劳 素质，并且也一站式处理外劳手续，简化申请手 续，会员不再需要通过中介公司申请外劳。

无可否认，我国发展还是需要借助外劳，但在 控制外劳人数于适当水平的同时，政府亦须有 效为劳力密集的本地和外资厂商提供足够的人 力资源，来协助他们的业务稳定发展。

执行主任 Chief Executive Committee 许 裕 Richard Ko

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Labour shortage has long been the biggest issue faced by Malaysian manufacturers.

Although in recent years, the government has counted upon weaning employers from the dependence on foreign workers in order to create more job opportunities for locals, the fact remains that our fellow countrymen have scant interest in such laborious jobs.

For Malaysia to increase its productivity and advance into the league of high income economies, we need migrant workers to fill vacancies that are shunned by locals.

The governmentâ&#x20AC;&#x2122;s restriction on foreign labour is causing a major dilemma for the labour-intensive furniture industry. In view of the need for a long-term solution to this predicament, the association plans to apply for governmental approval to set up a concessionaire to employ foreign workers for the furniture industry. At present, foreign workers are brought in by agencies. The calibers of these workers and their salary packages are often the sources of contention between the employers and the agencies.

With an unparalleled understanding of the requirements that the furniture industry has on foreign workers, the association is well-poised to serve as a single conduit through which members can bring in foreign workers as well as assess their standards. By providing such one-stop services, application processes to

employ foreign workers are streamlined and members no longer have to turn to agencies for their manpower needs. Services that the association planned for will be comprehensive, to the extent of even including short-term training. Efforts such as these not only help lower crime rates among foreign workers, but also protect employers from unscrupulous scamming agents.

Investigations by the association have shed light upon the severe labour shortage faced by the furniture industry as a result of the gross undersupply of legal foreign workers. Besides this, unpredictable changes in foreign labour policies have caused enormous financial losses to industrial players. It is worth noting that the employment of foreign workers has a direct impact upon the employment of locals: for every 100 foreign workers employed, 30 jobs will be created for locals who are required to supervise them. A prolonged restriction on the numbers of foreign workers will reduce the job opportunities for local residents.

According to statistics from the Ministry of Home Affairs, the ratio of legal foreign workers to illegal foreign workers stand at one is to one.

Illegal foreign workers in Malaysia currently numbers 1.9 million. An equal proportion of legal workers put the total numbers of migrant workers at 3.8 million, which is close to 15% of Malaysiaâ&#x20AC;&#x2122;s total population.

It is a fact that the country needs foreign labour in order to grow. While it is imperative to maintain an appropriate foreign workers population, the government also needs to efficiently provide labour-intensive local manufacturers and foreign-owned companies with sufficient manpower so as to facilitate the stable development of these businesses.

In addition, failure of the government to come up with suitable policies on migrant workers meant that manufacturers are left without a concrete set of plans. The government had earlier announced its plans to increase the foreign worker levy for all sectors starting from next year. This bid to wean employers off foreign labour by making them shoulder the burden of increased taxation will only increase the manufacturing costs. Such a move will not address the root cause of the problem nor alleviate the labour shortage issue.

It is impossible for the government to stem the inflow of migrant workers since there remain sectors of the industry that need to be fueled by foreign labor. The association hopes that the government appreciates the societal need for foreign labour and that a sufficient supply of foreign labour is necessary to maintain productivity and to enhance growth.

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政府事务

计划

Government Affairs

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商会与政府合作 掌握最新政策

THE COOPERATION BETWEEN GOVERNMENT AND THE CHAMBER OF COMMERCE THE LATEST POLICY 隆雪家具企业商会扮演同业与政府的沟通桥梁，与多个政 府部门保持密切联系，协助同业了解及申请政府的奖掖措 施和津贴等，以便在官民合作之下，进一步推动家具业。 占地超过1000亩的家具城一旦建竣启用，绝对 是国内家具业者的佳音，他们得以集中一起， 向世界展示大马家具品牌，方便国际买家选 购，也增加他们对大马家具的信心。

The Kuala Lumpur Selangor Furniture Entrepreneur Association bridges communication between the furniture industry and the government departments in order to effectively assist the industry players to understand

此外，本会也协助业者，向马来西亚对外贸 易发展机构（Matrade）申请市场开发援助金 （MDG），以便跟随本会前往国外考察或参 展的同业，能够获得相关津贴，减轻他们的经 济负担。 本会也计划与大马森林研究 院（FRIM ）家具 检测中心配合，鼓励本地家具业者，前往该中 心检测新家具，以便从源头预先发展并确定问 题，从而避免品质差劣事件。 执行主任 Chief Executive Committee 陈明成 Nelson Tan Meng Seng 目前，本会正紧锣密鼓地筹建雪州国际家 具城，包括寻求雪州政府及雪州发展机构 （PKNS）的支持，并通过多次的对话会，以 便与同业及政府达致共识，早日达成目标。

本会也曾多次与政府高官交流，比如种植及原 产业部长丹斯里柏纳东博、旅游部长拿督斯里 黄燕燕、内政部副部长拿督李志亮、雪州高级 行政议员郭素沁、雪州行政议员黄洁冰等等， 以便掌握政府的最新资讯与政策，传达给同 业，惠及大家。

执行委员 Executive Committee 陈威铭 Steven Tan

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旅游部长黄燕燕与本会分享国内政经文教发展

种植与原产业部长丹斯里柏纳东博（中）关心家具业发展

雪州行政议员黄洁冰（左2）与本会理事言谈甚欢

与雪州高级行政议员郭素沁交流

polices, and aids in the application for government incentives and allowances.

Through the cooperation with the Government and the people, there is further promotion of the furniture industry.

Currently, the Association is doubling its efforts to build the Selangor International Furniture City, including seeking support from the Selangor government and development agencies in Selangor (PKNS) . They have also held several discussions to reach a consensus between the industry and government for goal achievement.

relevant allowances and to reduce the finances of participation or studies abroad.

The Association also plans to collaborate with The Forest Research Institute Malaysia (FRIM) testing centr to encourage the local furniture industry to send their new products for testing in the Centre to maintain the quality of Malaysian furniture.

The Association also had several exchanges with government officials, such as the Minister of Plantation Industries and Commodities Tan Sri Bernard Giluk Dompok, Tourism Minister Datuk Seri Ng Yen Yen, Deputy Home Minister Datuk Lee Chee Leong, Selangor senior executive Teresa Kok Suh Sim, Selangor Executive Member Elizabeth Wong etc. in order to obtain the latest relevant information and newest government policies to benefit the industry on the whole.

This is good news for the domestic furniture industry; once the 1,000 acres of furniture city construction is completed and ready for use, the industry will be able to showcase the Malaysian furniture brand on a global scale.

Not only it will facilitate international buyers in their purchase, this will boost their confidence in Malaysia’s furniture.

In addition, the Association also assists the industry in the application for market development assistance (MDG) from Malaysian External Trade Development Agency (Matrade) in order to obtain the

本会举办家具城交流会，与同业集思个益

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《隆雪家具》专业期刊

Furniture Magazines and Periodicals

（左起）钟庭森，许 裕与陈景兴推 介《隆雪家具》创刊号。

《隆雪家具》提供最新资讯 PROVIDING THE LATEST UPDATES THROUGH FURNITURE PERIODICALS

《隆雪家具》为本会迈向革新之路的第一步，它是极俱代 表性、号召力及影响力的家俱商会资讯杂志，以扎实内容 及时尚设计，让 家俱同业掌握商业脉搏及行业动态。 隆雪家具企业商会成立于2002年，搭建中小型 企业与政府沟通交流平台，致力于达致资源与 商机共享的目标。 为记录商会成立的初衷、成果、发展状况与未 来展望，本会推出《隆雪家具》专业期刊，也 希望藉由此刊物提升家具业的专业形象，并让 同业、下游业者与延生性行业等掌握最新市场 资讯。 其次，本会借此机会，与会员、政府部门、同 业、海外商家等建立良好关系，令各界拥有更

宽阔的交流空间，共同推动家具业。 本会于2010年3月推出《隆雪家具》创刊号， 由马来西亚中华工商联合会总会长丹斯里钟 庭森主持推介仪式，之后派发给政府部门、社 团、各州属会、原料供应商、各国驻马大使 馆、买家及同行业者等，获得良好反应。 2011年1月份，本会将推出第二期《隆雪家 具》，印刷一万本，内容包括国际市场动态、 人物专访、政府资讯、本地家具潮流等，凸显 我国优质的家具品牌。

Kuala Lumpur and Selangor Furniture is a professional bilingual periodical specially published for the members of KLSFEA. With a good combination of illustrations and texts in English and Chinese, the design layout and contents are fashionably stylish. This periodical marks the first step that KLSFEA is taking to embrace innovation. KLSFEA hopes that this publication will become an informative, influential and iconic magazine that can generate widespread appeal.

The Kuala Lumpur and Selangor Furniture

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Entrepreneur Association (KLSFEA) was established on 19th June 2003. Since its establishment, the association has been playing various important roles to provide different interaction platforms for its members who can then share business opportunities and the plethora of resources. It also serves as a bridge of communication between small and medium enterprises and the government.

As a testament to the association’s goals, mission, accomplishments, future outlook, developments and direction, KLSFEA has specially launched its in-house periodical entitled Kuala Lumpur and Selangor Furniture.

Through this publication, it hopes to enhance the professional image of the furniture industry and provide furniture industry players and consumers with the latest market information.

In addition, the association hopes to take this opportunity to establish good rapport with members, government departments, furniture industry players and overseas merchants.

This will allow people from different sectors to know the latest trends and dynamics in the furniture industry. It also provides the furniture industry with another publicity platform for greater communication between the corporate world and various segments of society, thus marking a concerted effort to propel the furniture industry to newer heights.

In March this year, the inaugural issue of Kuala Lumpur and Selangor Furniture was published with favourable response from the market. Consequently, the association decided to launch the second issue of its inhouse periodical in January next year, with 10000 copies set in print.

sales volume, exhibitions, international market movements, premium local brands, the latest trends in furniture design and furniture associations in various countries, as well as profile features, the latest government policies and tender notice for government projects.

In addition, Kuala Lumpur and Selangor Furniture will be distributed to various government sectors, major associations,

《隆雪家具》第三期专业期刊 THIRD ISSUE OF KUALA LUMPUR AND SELANGOR FURNITURE 出版日期

Publication date: 1st January 2012

2012 年 1 月1日

Number of pages: 150 pages Distribution volume: 10000 copies Language: Chinese and English

页数 ：150页 数 量 ：10,000本 语言 ：中英文版本 派发专业期刊的对象 ： - 派发给全国70%以上的家具出口商 - 派发给全国50%的家具厂商 - 派发给全国60%的家具零售商 - 派发给下游业者 - 马来西亚对外贸发展机构 将把杂 志分发给世界各地分局，包括： 欧洲、澳洲、北美洲、南亚、 东 南亚、西亚、中国 其余派发对象 ：马来西亚木材工业 局（MTIB） 、马来西亚国际贸易 与工业部（ MITI）、马来西亚木材 理事会（ MTC）、马来西亚家具促 进局（ MFPC）、马来西亚室内设 计师协

Kuala Lumpur and Selangor Furniture serves as a rich source of market information for the furniture industry. For readers, its wealth of information provides them with a valuable read.

The main objective of the KLSFEA periodical is to keep its members informed about the latest updates. The contents covered include information about local and overseas furniture

执行主任 Chief Executive Committee 陈 景兴 Tan Keng Heng

influential commercial organisations, affiliates in the various states of Malaysia, KLSFEA members, both upstream and downstream industries, overseas merchants and the embassies of various countries. This helps to enhance the popularity of the various companies run by KLSFEA members and portrays the exceptional standards in the furniture industry.

会（MSID）、马来西亚种 植工业 及商品部（MPIC）。 *备注 ： 如果在报纸或一般杂志刊登 广告，只 有0.1%本行业者看到；如 果在本书刊 登广告，就有70%同行看 到。 刊登广告的对象： - 原料商、机器商、外国最新技术 - 衍生性行业（与本行有关的如建 筑、测量、货柜、保险、拖运、印 刷、文具等） - 零售业 - 海外的厂商

Unique Selling Point for Advertisement Solicitation: - The periodical is distributed to over 70% of furniture exporters nationwide.

- The periodical is distributed to over 50% of furniture manufacturers nationwide.

- The periodical is distributed to over 60% of furniture retailers nationwide.

- The periodical is distributed to downstream industries.

- Malaysia External Trade Development Corporation (MATRADE) will be distributing the magazine to its various subsidiaries in the following regions: Europe, Australia, North America, South Africa, Southeast Asia, East Asia and China Other distribution targets: MTIB, MPIC, MITI, MTC, MFPC, MSID Remarks: Advertising in newspapers and general magazines can only reach out to 0.1% of furniture industry players, whereas advertising in this periodical will reach out to 70% of the industry players.

Potential advertisers fall into these four main categories: - Raw material merchants and merchants who supply machines that are equipped with the latest technology from overseas.

- Derivative industries that are related to the furniture industry, such as construction, quantity surveying, container shipping, insurance, towing, publishing and stationery companies.

- Retailers.

- Overseas manufacturers and merchants.

欲刊登广告，请联络 For advertising enquiry

tel: +603 6140 1202 email: secretariat@klsfea.org.my

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人力资源发展 Human Resource Development

要想留住人才， 必先培训 人才 知识经济时代中，人力资源是组织创造价值的重要关键之一。如何妥 善运 用与有效发展人力资源，更是组织持续成长不可轻视的议题。

本会举办的讲座会吸引同 业及公众踊跃出席

隆雪家具企业商会计划每年举办至少4次讲座 会及培训营，因为随着环境快速变动与知识观 念不断更新，若无法持续学习，势将因失去竞 争力而被淘汰。

览会。米兰国际家具展被称为世界三大展览之 一。米兰国际家具展不仅是向意大利出口家具 的平台，更是全世界家具业界人士每年都热切 期待的家具盛会。

本会所举办的讲座会及培训营，着重于提升同 业及他们公司职员的知识与能力，并且也计划 发展成家具学院，以便进一步提升员工的技 术，让他们符合工作所需。

“ 2011米兰特快” 讲座会

随本会前往考察的本地著名室内设计师梁国 铭（Eric Leong），较后主持一项讲座会， 与大家分享，米兰家具展的最新国际家具流 行元素及发展趋势，让家具同业能够掌握第 一手消息，在家具设计与开发方面，达致国 际水准。

本会于2010年4月14日至20日，60人组团前往 参观及考察“ 第49届意大利米兰国际家具展

该讲座会出席率十分踊跃。与会者皆认为获益

不浅，对于来届米兰家具展，更是万分期待。

“ 英国和欧洲国家的家具市场 ” 讲座会 本会于2010年8月20日举办一场“ 如何开拓欧 洲国家的家具市场” 讲座会。讲座会主要是与 与会者分享有关英国及欧洲家具市场的发展。 英国拥有一个非常强大的未来市场，特别是零 售及工程市场潜力无穷。2012年奥运将使国内 生产总值在未来3年内成长2.5%。 英国的伯明翰城室内展（InteriorBirmingham 2010）拥有24年历史。它于2010年1月24日至

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Eric Leong梁国铭-2011米兰特快

孔令龙-剖析2010财政预算案

27日在伯明翰城国家展览中心举行。为期4天 的展览，获得世界各地约526名参展商参与。

“ 零售业务-卓越销售方式” 讲座会 本会于2010年马来西亚家具与装饰展销会上， 举办“ 零售业务-卓越销售方程式” 讲座会， 由马来西亚企业谘询顾问公司-竞争力中心首 席顾问麦健喜（Roger Bugh）与出席者分享 销售经验与心得，让家具业获益良多。 麦健喜指出，卓越销售金字塔的四个环节，就 是建立信任、发掘需要、呈现买点与成交。他 认为，与顾客建立信任很重要，尤其是第一印 象，让顾客对你有信心，才会进一步跟你讲出 他们的需求。

Roger Bugh-零售业务卓越销售方式

“ 未来企业赢在销售团队管理系 统” 讲座会

“ 3天2夜全方位成功超越巅峰 ” 训练营

本会举办“ 未来企业赢在销售团队管理系统” 讲座会，由战略家谘询集团企业教练韩松 与 大家分享，有关员工培训对企业的重要性。韩 松 指 出，要建立一支良好的销售团队，人力 培训是非常重要，然而很多企业家却认为培训 是浪费钱的投资，不肯花钱在培训员工这一环 节。但这样的观念必须有所转变，要促进企业 的发展、提高企业整体素质，就必须高度重视 人才培训。

本会于2010年11月12日至14日举办“ 3天2夜 全方位成功超越巅峰” 训练营，主讲者为战略 家谘询集团企业教练韩松 。学员对象以家具 厂商管理层为主。

韩松 指出，建立良好的销售队伍，对于建立 品牌也有很大帮助，进而建立真正属于自己的 忠诚品牌，从中也可以加强竞争力，强化公司 的诚信形象与企业信念。

该项训练营以互动与实况模拟为主，学员得以 通过活动自己体悟，及体验商场留强汰弱生存 法则。

通过这项训练营，学员学会组建团队，群策群 力，发挥团队精神，并且得以改变态度、思想 及行为，深深体会本身的潜能，明白自己要成 为“ 公司的最爱，而不是公司的负债” 。

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人力资源发展 Human Resource Development

IN ORDER TO RETAIN TALENTS, GROOMING OF TALENTS IS A PREREQUISITE.

In this knowledge-based economy, human resources are one of the key factors for the value-added element of an organisation.

For an organisation to maintain sustainable growth, the proper deployment and effective development of human resources is a topic that cannot be neglected.

The Milan International Furniture Fair is well known as one of the three largest global exhibitions. It does not just serve as a platform for furniture to be exported to Italy, it is also a furniture extravaganza which industry players from around the world look forward to every year.

The Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA) plans to hold at least four seminars and training workshops each year. As the environment is rapidly changing, ideas and concepts are continuously updated and one is bound to lose the competitive edge and be weeded out if there is no continuous learning and upgrading.

Malaysia’s renowned interior designer, Eric Leong, is part of KLSFEA’s entourage to Milan. He conducted a seminar after the study trip to share with everyone the latest fashion trends and development patterns in the global furniture industry, as reflected through the Milan Furniture Fair, so that furniture industry counterparts can have access to the latest information. This will then help the local furniture industry attain international standards in the areas of furniture design and new market development.

The seminars and training workshops conducted by our association are focused on the upgrading of knowledge and skills of furniture industry players and their employees.

At the same time, KLSFEA is also planning to develop an education institution for furniture studies in order to help workers upgrade their skills and fulfil job requirements.

development of the furniture markets in UK and other European countries.

UK shows great potential as an up-andcoming market of the future, especially in the retail and engineering sectors. The 2012 Olympic Games will lead to a growth of 2.5% in gross domestic production within the next three years.

The Interior Birmingham 2010 held in UK has a history of 24 years. It was held in Birmingham National Exhibition Centre from 24th to 27th January in 2010. This four-day event attracted about 526 participating merchants from all over the world.

SEMINAR ON RETAIL SALES – EXCELLENT MARKETING STRATEGIES

SEMINAR ON 2011 MILAN EXPRESS

SEMINAR ON FURNITURE MARKETS IN UK AND OTHER EUROPEAN COUNTRIES

KLSFEA conducted a seminar titled “Retail Sales: Excellent Marketing Strategies” at the Malaysian Furniture and Furnishings Fair in 2010. Roger Bugh, chief consultant of Competition Hub, a corporate consultancy firm in Malaysia, shared his insights and marketing experiences with participants. Furniture industry players have benefited greatly from this seminar.

KLSFEA organised an observation and study trip to the 49th Milan International Furniture Fair in Italy from 14th to 20th April 2010. A total of 60 people went for the trip.

KLSFEA held a seminar titled “How to Develop Furniture Markets in European Countries” on 20th August 2010. The main objective of this seminar was to share with participants the

Roger Bugh highlighted the four categories of the pyramid of excellent marketing strategies – establishing trust, identifying needs, presenting

This seminar has been met with enthusiastic response. Participants felt they had benefited greatly from it and they are looking forward to the Milan Furniture Fair next year.

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Hub, was the main lecturer for this workshop which was meant for the top management of furniture plants and companies.

3天2夜全方位成功超越巅峰训练营 。

the unique selling points and closing the deal.

In his opinion, establishing trust with customers is crucial and first impressions are especially important. When customers trust you, they will tell you what their needs are.

company’s credible image and strengthening corporate principles.

SEMINAR ON MARKETING TEAM MANAGEMENT – THE KEY TO FUTURE CORPORATE SUCCESS

KLSFEA conducted a three-days-two-nights training workshop titled “Total Success Beyond the Peaks” from 12th to 14th November 2010.

Y.K. Han, corporate trainer from Strategists

In the seminar titled “Marketing Team Management – The Key to Future Corporate Success” conducted by KLSFEA, Y.K. Han, corporate trainer from Strategists Hub, was invited to share with everyone the importance of employee training for an enterprise.

A THREE-DAYS-TWO-NIGHTS TRAINING WORKSHOP ON TOTAL SUCCESS BEYOND THE PEAKS

In this workshop, participants managed to develop their team spirit by forming groups and working collectively as a team. This brought about a paradigm shift in their attitude, thoughts and behaviour. They had a deeper understanding of their own potential and understood that they should become “the most loved assets and not a burden to their companies”.

The workshop was mainly organised around interactive activities and simulations of reallife situations. Through these activities, participants got to understand and experience how the rule of survival of the fittest works in the corporate world.

Y.K. Han pointed out that to establish an efficient marketing team, employee training would be crucial. However, many businessmen feel that training is a waste of money and are reluctant to invest in the area of employee training. Such a concept needs to be changed though. In order to stimulate the growth of an enterprise and enhance its overall quality, there is a need to recognise the importance of grooming talents.

In addition, he also pointed out that forming a good marketing team would be of great benefit to branding. This in turn creates a reliable brand name which people can relate to and it can help the company to gain a competitive edge, thereby entrenching the

英国和欧洲国家的家具市场讲座会

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建立资讯化管理系统 Building a Information Management System

本会建立资讯 化管 理系统

KLSFEA ESTABLISHED ITS WEBSITE TO BE AHEAD OF THE TIMES

本会设立网站，主旨是提供会员及同业一个良好交流平台，让大家拥有 互 动空间，并能够迅速获得家具业最新及完善资讯。

本会设立网站，主旨是提供会员及同业一个良

网站的内容，还涵盖本会简介与活动资料、家

致广泛与全面的宣传效果，使海内外买家都可

好交流平台，让大家拥有互动空间，并能够迅 速获得家具业最新及完善资讯。

具产品最新趋势、政府政策与资讯等。

以浏览网站。

网站上将刊登会员企业的资料，让国际买家直 接跟对方联系，创造商机；特别是由本会作为 会员的后盾，增加国际买家的信心。

特别是，许多同业无法掌握政府提供的，中小 型企业奖掖与贷款等资讯，因此网站将补充这 方面的不足，以便同业能把握良机，借助政府 的力量，令业务更上一层楼。

未来，本会希望拓展电子商务平台，让国际与 本地买家通过网站，进行商业贸易活动。届 时，所有会员企业都可以把最新家具产品、型 号、价钱及公司讯息，上载至网上，方便买家 或消费者选购。

通过本会网站的链结（hyperlink）系统，浏览 者可以登入会员企业的网站，加深对该企业的 认识，也拓展双方的合作空间。

网站也欢迎会员企业打广告，宣传品牌。该广 告可链接至会员企业的网站，达致双向宣传。 特别是网站每天24小时向全世界开放，令它达

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www.klsfea.org.my www.mf3.my

执行主任 Chief Executive Committee 邱爱博 Albert Khoo

执行委员 Executive Committee 叶文光 Yap Mon Kuang KLSFEA has set up its website with the main objectives of providing a good platform for all our members and industry players to engage in exchanges and interactions and gain quick access to the latest and most comprehensive information on the furniture industry.

In order to forge direct connections with international buyers and create business opportunities, all our members’ corporate information will be published on the website.

Most importantly, with the support given by our association, international buyers will have greater confidence in the companies run by our members.

Through the hyperlink system provided in the KLSFEA website, visitors can access the websites of our corporate members and gain a better understanding about their companies.

This would up a notch on collaboration opportunities between both parties.

to information on government incentives and loans offered to small and medium enterprises.

With the help of this website, furniture industry players will be able to leverage on government support and favourable opportunities to increase their sales volume.

The contents of the website will include a brief introduction of our association, event updates, as well as information about the latest trends for furniture products and government policies.

KLSFEA also encourages corporate members to advertise and market their brands through the website. With the advertisements linked to the members’ corporate websites, this will be two-way publicity. Since the website is open to the world 24 hours each day, local and international buyers can access it anytime and it will be able to generate comprehensive and wide publicity.

The website serves another special purpose by acting as the bridge between furniture companies and the government. Many industry players are unable to have access

Moving forward, our association hopes to develop an e-commerce platform to enable local and international buyers to do online trading and other business transactions.

By then, all our corporate members will be able to upload information about their latest furniture products, models, price charts and company profiles onto our website. This will provide greater convenience for buyers or end consumers to shop online.

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组织发展 Organisation Development

隆雪家具企业商会会员 MEMBERS OF THE KUALA LUMPUR AND SELANGOR FURNITURE ENTREPRENEUR ASSOCIATION (KLSFEA)

为了确保组织永续发展，本会积极招收会员外，以便在 2014年达致1000名 会员的目标。同时本会也成立青年团， 培养组织接班人，避免产生青黄不 接的社团通病。 自6月4日起，青年团颇为活跃。他们也一力担 任起筹办会员联谊日的责任，包括设计邀请函 及设定主题，然后邀请本会理事一同出席，共 度美好时光。 青年团也跟随本会理事及会员，考察大马森林 研究院家具检测中心，以掌握有利于家具业发 展的最新技术。7月份的马来西亚家具与装饰 展销会，青年团也协助多项活动，包括开幕 礼、 迪服装表演、讲座会、购买与赢奖抽奖 仪式等等。

As of October 2010, we have 350 members.

Besides seeking to increase the number of members, KLSFEA will also expand our membership base to include furniture retailers, wholesalers, importers and exporters. Currently, manufacturers make up 70% of our members.

We hope to have more diversifi portfolios.

As the leader of the Kuala Lumpur and Selangor furniture industry, we aim to consolidate the strengths of fellow industry players and form a united front to develop the local furniture industry, strengthen economic growth and increase foreign trade income for Malaysia.

执行主任 Chief Executive Committee 林建明 Lim Kean Beng 截止2010年10

1,000 members by 2014. At the same time, we have also set up the Youth Group to groom the next generation of leaders for the organisation and avoid succession problems which are commonly faced by other associations.

月份，本会拥有350名会员。

除了增加会员外，本会也要扩大会员范围，突 破目前70%会员为厂商的局面，延伸至零售、 批发、进出口商等等。

KLSFEA welcomes those who are in the same trade to become our members. In order to scale greater heights, we need to tap on everyone’s strength and work together as a team.

本会是隆雪家具业的领头羊，凝聚同业的力 量，推动马来西亚家具业，并借此促进国家经 济成长，为国家赚取更多外汇收入。本会欢迎 同业加入为会员。集合大家的力量，才能众志 成城，登峰造极。

执行委员 Executive Committee 陈观时 Francis Tan

另一方面， 本会于 2010年 6月 4日成立青年 团，由执行顾问王建设、会长许 裕、秘书长 颜泰华等多位理事见证，并推举理事李光森担 任青年团团长，现场也投选青年团的执委。

未来，青年团计划到麻坡参观家具工厂，然后 到新加坡与当地家具商会交流。同时他们也计 划多举行户外活动，增加彼此的互动，也吸纳 更多新血。

目前青年团只属于筹委会，本会计划在2011年 的会员代表大会上，寻求通过修改章程，纳入 青年团细则，然后由社团注册局批准成立。

To ensure sustainable development for the organisation, KLSFEA is actively recruiting new members in a bid to achieve the goal of

On another note, the KLSFEA Youth Group was set up on 4th June 2010, a moment in a history that has been witnessed by Executive Advisor Ong Kian Sek, President Richard Ko, Secretary-General Gan Tai Hwa and many other Central Council members. Council member Eric Lee was elected the Youth Group President and voting for the Youth Group Organising Committee was also held during the same occasion.

At present, the Youth Group only exists as an organising committee. For the upcoming

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Members’ Assembly in 2011, we plan to raise the motion for constitution amendments to be passed, incorporate the terms and conditions of the Youth Group and subsequently seek approval from the Registrar of Societies to establish the Youth Group.

The Youth Group has been active since 4th June. The organising committee has taken up the tasks of organising the members’ carnival, including designing the invitation cards, setting the theme and subsequently inviting KLSFEA Central Council members to attend the event and enjoy quality time together.

The Youth Group has also followed KLSFEA Central Council members and ordinary members on a study trip to the Furniture Testing Laboratory at the Forest Research Institute Malaysia, with the purpose of understanding the latest technology which is conducive to the development of the furniture industry.

The Youth Group also assisted in a number

of activities during the Malaysian Furniture and Furnishings Fair (MF3) in July, including the opening ceremony, batik fashion shows, seminars, buy-and-win lucky draws and so on.

in exchanges with furniture associations in Singapore. At the same time, Youth Group members also plan to hold more outdoor activities in order to enhance interaction and bring in more new blood.

Looking ahead, the Youth Group has made plans to visit furniture factories in Muar and engage

隆雪家具企业商会会员的好处 1

4

7

与政府沟通的桥梁

打造本地家具行业的国际形象与品牌

拓展商务网络

本会扮演会员与政府的沟通桥梁，协助同业了 解及申请政府的奖掖措施；同时也密切配合马 来西亚家具促进局促局（MFPC）及马来西亚 对外贸易发展机构（MATRADE）的国际市场 计划，组团参展及考察以获得最新资讯，为会 员开拓参展商机。

本会将配合雪州政府，落实建立“ 1000 英亩 雪州国际家具城” 。让会员集中经营家具企 业，专业规划及统一系统，利于国内外买家集 中采购，打造集体品牌，以提升效益。

通过家具总会，会员们有机会接触外州同业， 扩大商务网络。同时本会将定期举办“ 会员联 谊日” ，让会员与同业们一起交流及分享。

2

建立优质的内销平台

完善的会员服务

会员将享有特别优惠参加本会主办的马来西

本会为会员服务，协助申请市场开发辅助金 （MDG）、亚太商旅卡（APEC）等，并且 定期通知会员相关的金融、木业、国际家具 等各项座谈会详情，传达行业的重要资讯。 同时本会底层交易厅及图书馆备有各类行业 相关书籍，让会员参考，以提升自我，加强 竞争优势。

3 开拓海外市场 本会与中国深圳市家具行业协会（SZFA）缔 结成兄弟协会。透过结盟，整合双方的优势与 资源，为两国家具行业打造一个拓展市场的平 台，让会员有机会参与海外展销会，同时也招 揽业者前来参观大马出口家具展（EFE），共 创商机。

5

亚家具与装饰展销会（MF3），借展览会的平 台，厂商能推出新产品，打开知名度，提升营 业额。

6 提供市场动脉与资讯 本会出版《隆雪家具》专业期刊，是为本会会 员而出版的刊物，内容和设计时尚化，凸显国 内家具品牌优质的国际水准，对同业而言有丰 富的市场资讯，对读者而言也有丰富的阅读价 值。《隆雪家具》专业期刊将分发给政府部门 代表性的社团，各州友会，家具同业们、各国 驻马大使馆及海外家具业者等。会员将享有特 价在期刊刊登广告。

8 提升家具业者知识与技术 本会计划成立“ 家具产业教育学院” ，并举办 与家具业相关的课程及培训活动，培养家具行 业链所需要的全方位人才，同时成立专业顾问 团，提供即时的咨询服务。

9 无边界网络交流 本会并时并进，建立资讯化管理系统的网站， 方便国际买家查询资料以创造商机，达致无边 界的网络交流，并让会员了解本会活动及获得 最新资讯。

10 团结与关怀 本会团结会员的力量，一同关怀社会，并藉 由一年一度的慈善活动，希望发挥抛砖引玉 的效果，唤醒更多人投入慈善事业。同时本 会也计划提供奖学金，鼓励学业成绩优异的 会员子女。

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组织发展 Organisation Development

ADVANTAGES TO JOIN AS KLSFEA MEMBER KLSFEA provides the members with the opportunity to capitalize on the collective experiences and resources of Malaysia's premier and dynamic group of experts, such as:

business joint venture and participation in overseas trading fairs including the Export Furniture Exhibition Malaysia (EFE).

1

Branding Malaysia’s Furniture at International Market

Bridging Links between the Furniture Industry & Government Body KLSFEA will play the role of linking members with the Government in order to facilitate information exchange among the industries and incentive applications. Besides that KSLFEA is working closely with the Malaysian Furniture Promotion Council (MFPC) and Malaysia External Trade Development Agency (MATRADE) in international market plans, to explore new market possibilities and to provide study tours for members to be in touch with latest industries updates.

2 Comprehensive Members Service Assists members in application of Market Development Grants (MDG). Asia Pacific Business Travel Card (APEC) and regularly informs of relevant forums in the areas of wood and furniture, and financial management.

Comprehensive collections of trade journals and reference guides are available at the association office to widen the knowledge of members to provide an edge in the competitive market.

3 Creating Business Opportunity for International Market The Association had formed an alliance with the ShenZhen Furniture Trade Association (SZFA). Through this, both parties and their members will be able to exchange and share business matters by forming a strategic

4 Working together with the state government of Selangor, to establish the “Selangor International Furniture City” to bring together a more professional and focused business marketing strategy, KLSFEA will assist domestic and international buyers by more centralised purchasing and create a better branding identity.

5 Privilege Opportunity and Excellence Platform KLSFEA members will be able to participate in Malaysia Furniture and Furnishing Fair (MF3) which works as a platform for manufacturers to introduce new products to the market.

6 Provide Informative & latest Furniture Market information “KLSFEA Magazine” is a magazine specially produced for our members, the contents and designs of which highlights that domestic furniture’s quality and have indeed reached international standards. It is full of market information for the furniture industry and has great reading value for the general public.

The well-received association’s publication is distributed among government departments, representative associations, state furniture associations, embassies and overseas furniture manufacturers to widen the scope of marketing potential. Members will benefit from advertising in the Magazine at a discounted price.

7 Widest Business Network KLSFEA creates an opportunity for members to meet with other states furniture manufacturers for business networking.

KLSFEA also organises regular “Members’ Gathering Day” for sharing of ideas and networking among members.

8 Organising the training to enhance furniture industry skills and knowledge To provide courses and training related to the field, KLSFEA plans to set up a “Furniture Training Academy” for the grooming of local talents in the industry. Professional consultants will provide advice and consultation services.

9 Borderless Network Communication to deliver message to member sharply, timely & safely We have established an ICT informative system management online to reach out to international buyers. This will create a strong networking without border among peers and allow members receive the latest updates from the association.

10 Solidarity and Care for Community KLSFEA brings the members of the association together as a caring community through the annual charity events, creating awareness of the need of philanthropy. Furthermore, the association will be working towards providing scholarships to the children of members to encourage academic achievements.

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青年团栽培组织接班人 YOUTH GROUP TO GROOM FUTURE LEADERS FOR THE ORGANISATION

隆雪家具企业商会成立青年团，以栽培组织接班人 及加强组织发展，并希望藉由新一代的加入，为该 会注入新元素及力量， 业务更上一层楼。 青年团的宗旨？ 青年团于2010年6月4日成立，最主要是栽培企业 家的下一代。让这些准接班人多学习，准备就 绪，将来大展拳脚，把家传的事业做大做强。 隆雪家具企业商会致力推动595计划，这是青 年团学习的绝佳机会。举例说，他们曾参与马 来西亚家具与装饰展销会，从中了解如何策划 展销会。同时他们也曾参与本会理事会会议， 更深入掌握商会组织，并且多聆听理事们前瞻 性的看法，对于他们的未来极有帮助。

大帮助。他们也可以扩大自己的社交圈子。因 为商会里的会员经营不同家具行业，大家可互 相认识交流。

接下来青年团会有什么计划？ 青年团目前与新加坡家具企业商会接洽，希望 与对方举办交流会。同时青年团也计划参观工 厂、举办户外活动等。

青年团目前拥有27名团员。

为什么会想要成立青年团？ 青年的冲劲及新思维，结合前辈的丰富经验， 才能擦出新火花。这除了为本会注入生气外， 也能奠定未来的发展。在前辈功成身退时，双 方能够顺利交棒，避免出现青黄不接的局面。 惟有这样，商会才能持续发展。

一般上，青年团扮演辅助角色，协助总会的活 动。由他们主筹的多是较小型的活动，如会员 联谊日。将来，他们掌握筹备过程与运作后， 才能真正执行重点活动。

参加青年团的好处是什么？ 青年们有机会参与各种大型活动的运作，掌握 筹备知识。这对他们将来经营自己的公司有莫

The main objective of establishing the Youth Group is to nurture the next generation and provide them with the relevant training so that they can take over the reins in time to come. As there have been many suggestions mooted in KLSFEA, such as the 55 plan and our long-term development plans, we can take this opportunity to let the youths learn about adapting to the long-term plans of KLSFEA. For example, by letting the Youth Group take part in the preparation works for MF3, we hope that they can learn more about organising a large-scale exhibition.

4th June this year.

我们欢迎有意献身社团事业，为商会贡献己 力，年龄介于18岁至35岁的会员或会员子女参 与青年团。

青年团将会涉及公会 哪一些计划 ？

What are the objectives of the Youth Group?

When was the Youth Group established?

加入青年团的资格与条件？

青年团目前仍处于成立初期，属于筹委会性质， 我们正积极吸纳会员，以便壮大力量。在时机 成熟后，理事会将在会员大会上通过，修改章 程，纳入青年团细则，然后正式向社团注册局 提出申请，过后就进行选举，遴选领导层。

By bringing in new blood, it is hoped that there would be an infusion of new ideas and renewed strength to bring the furniture business to greater heights.

Why was there the intention to establish a Youth Group?

青年团团长 李光森 Eric Lee In any profession, youths are the symbol of hope for future development. So putting in more efforts to nurture the young generation and giving them the room to realise their potential should be something that various industries should do. With the establishment of the Youth Group organising committee, the Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA) hopes to groom the next generation of leaders and enhance the development of the organisation.

All the plans made in KLSFEA are long-term plans. Our five-year plans and our ten-year plans are fine examples. Furthermore, the average age of our members is about 40 to 50 years old. Many of them are nearing the age of retirement. So we hope to take this opportunity to groom new blood so that they are able to take over the reins at a suitable time in future.

What are the criteria for joining the Youth Group?

The Youth Group welcomes members aged between 18 to 35 years old or the children of existing members into its organisation. Currently, the Youth Group is still in its infancy stage and we foresee the active recruitment of more members. When the time is ripe, the Council will approve the amendment of the KLSFEA

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组织发展 Organisation Development

constitution at the Annual Members Conference and incorporate the rules and regulations of the Youth Group into the constitution. Subsequently, we will make a formal application at the Registry of Societies and hold an election to select the Youth Group leadership.

How was the registration response for the Youth Group?

Currently, we have 27 Youth Group members.

The response is considered quite enthusiastic.

What are the KLSFEA plans that the Youth Group will be involved in?

Generally, the Youth Group will play a complementary role. For the time being, the Youth Group will not be fully in charge of mega plans, rather, we will start by entrusting the Youth Group with the responsibility of preparing for small-scale events like members’ get-together sessions, meal gatherings, etc.

The main KLSFEA committee will still be the organiser for large-scale events. However, we will get the Youth Group involved so that they can understand more about our operations and preparation process.

Have any activities been organised since the Youth Group was established?

The members’ carnival, which just ended, was organised by the Youth Group. From the design of the invitation cards to programme scheduling and performances, all the preparation works were fully entrusted to the Youth Group. The results were very invigorating and we could see the dynamism and hard work put in by the Youth Group during the preparation process.

That was exactly what we wanted to achieve when we established the Youth Group.

Will you organise any specific activity to recruit new members?

What are the advantages of joining the Youth Group?

To cite an example, we have organised a field trip to visit the furniture laboratory at the Malaysia Forestry Department so that members could have a deeper understanding of furniture testing services. This has made Youth Group members understand that, besides being able to learn from their seniors, joining the Youth Group can also let them widen their horizons through the many activities we organise.

When they have the opportunity to be involved in various large-scale activities, they can also enhance their knowledge about the operations and preparation process behind these activities. Such knowledge would definitely be useful when they are managing their own companies in future. Such activities can also help them widen their social circles. As KLSFEA members manage different furniture businesses, everyone can get to know one another better and learn from one another.

What are the future plans for the Youth Group?

The primary goal of the Youth Group is to complement the KLSFEA manifesto, so most of the time, we will be playing a supporting role. Currently, the Youth Group is in liaisons with overseas organisations such as the Youth Group of the Singapore Furniture Industries Council. We hope to organise exchange sessions to enhance mutual understanding and learn from one another.

TOP (LEFT TO RIGHT): 戴柏鸿、陈重毓、黄志明、陈观时 BOTTOM (LEFT TO RIGHT): 黄君富、温秀婷 、团长李光森、副团长许国栋、叶麟垒

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2010年青年团筹委会名单

YOUTH GROUP COMMITTEE MEMBER 职位 Position

名字 Name

公司 Company

团长

李光森 Eric Lee

Mattressworld Marketing S/B

副团长

Tenchi Ko

IB Sofa S/B

副团长

李庆翔 Lee Qing Xiang

Regent Furniture S/B

秘书

温秀婷 Venessa Ong

Lek Heng Sofa Furniture S/B

副秘书

黄君富 K.F. Wong

Novel Furniture S/B

财政

Tam Kim Seong

B.S Huat Plywood Trading (M) S/B

查帐

Kelvin Ng

ABC Tools S/B

查帐

Eliza Hong

LBS Tech S/B

康乐

黄俊勇 Raymond

CWP Furniture S/B

副康乐

Thomas Yap

Zolano Design S/B

组员

Jacky Tan

Geok Huat Industries S/B

组员

Tan Jian Hou

Caccina Sofa Manufacturer S/B

组员

Victor Tan

Benze (M) S/B

组员

Chia Boon Shung

Nam Hong Leong S/B

组员

Greg Ho

Eukenco Furniture Trading S/B

组员

Seak Qi Hao

Bagus Curtain S/B

组员

K.L Wong

Novel Furniture S/B

组员

Ng Chee Meng

Yu Fong Glass Trading S/B

组员

Loey Chew Luan Yee

Renzo Sofa

组员

Kenny Wong

CWP Furniture S/B

组员

Shaun Ter

Confix Enterprise

组员

Lee Shu Yi

Regent Furniture S/B

组员

Lee Qing Huang

Regent Furniture S/B

组员

Lee Qing Feng

Regent Furniture S/B

组员

Pek Eng Tiong

PP Seng Lee Trading S/B

组员

Ter Pek Hong

Renzo Sofa

组员

Wendy

Gallery Dominance S/B

组员

Yap Bee Ling

Gallery Dominance S/B

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福利与文教 Welfare and Cultural

推动福利与文教活动 PROMOTE WELFARE ACTIVITIES AND SHAPE ETHOS

本会积极推动文教活动，以丰富会员的生活涵 养及知识，并促进他们之间的互动与联系，更 通过福利活动来协助社会弱势族群，实现取之 社会、用之社会的理念。 本会定于每个月首个周六举办会员联谊日，邀 请会员到来聚餐及交流。同时每年都举办会员 家庭旅行团，游览以本地为主的旅游胜地。 在佳节来临时，本会也不忘孤苦无依的人士。 今年年初，本会举办新春施赠贫老活动，然后 在中秋节来临时，特地前往双溪毛糯麻风病院 派月饼给病患，让他们感受社会温暖。 KLSFEA has been actively promoting ethosshaping education activities to enrich the lives of members, help them better appreciate the lessons that life has to offer and enhance mutual interaction and communication.

KLSFEA has also organised social welfare

activities to help disadvantaged groups and do our part for the society that has nurtured our growth.

The first Saturday of each month has been set as the Members’ Gathering Day for KLSFEA. On this day, members are invited for meals and get-togethers. Besides that, we also organise annual family tours for members who can enjoy visits to the main tourist attractions in Malaysia.

While we are celebrating festive occasions, we have not forgotten about those who are lonely and helpless. Earlier this year, KLSFEA organised an event to offer gifts to poor old folks during Chinese New Year. During the Mid-Autumn Festival, we also went to Sungai Buloh Leprosy Settlement to deliver mooncakes to patients, so that they could feel the warmth in society.

执行委员 Executive Committee 曾伟明 Chen Wei Min

探访麻风病院 中秋节献爱心 BRINGING CHEER TO A LEPROSARIUM

隆雪家具企业商会于2010年9月4日，前往国家麻风病控制中心（ 前称双溪毛糯麻风病院 ），派发月饼、水果及饼干给病患，让他 们感受中秋佳节的温馨，同时也加强会员及同 业间的互动。 本会会员也借此机会与病患交流，聆听他们 的心声及了解他们的心情。本会希望通过类 似的慈善活动，增进对弱势族群的关怀与资 助，并发挥抛砖引玉的效果，吸引更多人支 持慈善活动。 值得一提的是，本会于今年6月份成立青年团 （筹委会），这次是由青年团主力推动慈善活 动，培育他们的关怀社会的理念，并且也让他 们了解麻风院的历史背景。 据了解，麻风病院设立于1930年，占地562 亩，目前，拥有逾200名病患。在疾病的高峰 KLSFEA 58

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interact with the patients and to understand their thoughts and feelings. Through such charity drives, the association aims to promote concern and funding for the underprivileged.

The association also hopes that its modest efforts can rally support for charity work.

It is worthwhile to note that the visit was mainly organized by the association’s Youth Wing (Organising Committee) which was set up in June this year. While engaging in charity helps instill empathy into the value system of the youths, the visit has also allowed them to understand the historical background of the leprosarium.

The leprosarium was built in 1930 on an area of 562 acres. Currently housing over 200 patients, it once saw more than 2000 residents at the peak of the epidemic. Known euphemistically as the “Valley of Hope”, the alias of the leprosarium reflects the yearnings of the patients to overcome their illness and lead normal lives.

期 ， 入 住 病人 高 达 逾 2000人 。 它拥 有 一 个美 丽的名称“ 希望之谷” ，反映病患希望战胜病 魔、过普通人生活的渴望。 麻风病院乃由人性角度出发治疗麻风病患的疗 养院，其基本概念是创造一个麻风病人自供自 足的环境，以便被社会唾弃的麻风病患可以在 没有歧视的环境中，从容自在地生活。院内的 设备齐全，除了有医院和供病人住宿的屋子、 还有警察局、邮政局、研究中心、农场、膜拜 场所，社交场所、学校、墓场等等。 不过，麻风病院难逃发展洪流，于2007年被国 立玛拉工艺大学发展商推倒部份建筑物，进行 发展，破坏病患世外桃源般的宁静居住环境。

尽管麻风病院已失去原有面貌，然而对于病患 而言，它仍是惟一的栖身之所。本会藉由此次 的拜访，了解到社会上被遗弃的这群人，需要 大家的帮助与爱心。 On 4 September 2010, members of the Kuala Lumpur and Selangor Furniture Entrepreneur Association visited the National Leprosy Control Centre (previously known as Sungai Buloh Leprosarium) and distributed mooncakes, fruits and biscuits to the patients.

The visit not only brought the cheer of the midautumn festival to the patients, but promoted fellowship within the guild as well.

The members also took the opportunity to

Leprosariums are essentially nursing homes for lepers that have evolved out of a humanitarian need to create a self-sufficient microcosm in which patients spurned by society can live confidently in an environment free from prejudice. The National Leprosy Control Centre contains conveniences of every sort. Other than healthcare facilities and accommodation for the patients, it also houses a police station, a post office, a research centre, farms, religious buildings, a community centre, a school and cemeteries.

However in 2007, the leprosarium had to make way for development when construction of the Mara University of Technology meant that some parts of the lazar house had to be demolished. The patients lost what was once a tranquil and idyllic abode.

Although the leprosarium is now a shadow of its former self, for its inhabitants, it remains nevertheless the only place that they can call home. The visit has allowed the association to be aware of the help and compassion that is needed by these long-forsaken members of our society.

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9

第

计划

福利与文教 Welfare and Cultural

会员联谊 增进感情

GETTING MEMBERS TOGETHER TO IMPROVE TIES 隆雪家具企业商会定于每个月的首个周六，举办“会员联谊日”，主题为“分享 与交流，激发与成长”，公开给理事、会员及同业参与，促进交流及增进情谊， 同时也为大家创造更多合作契机。

本会于2010年6月4日举办首次会员联谊日， 同日也举办雪州国际家具城交流会，及宣布成 立青年团（筹委会）。 7月份的会员联谊日，本会着重于让会员们轻 松交流，一面享用茶点，一面分享对家具行业 的展望，及目前所面对的问题，借此凝聚大家 的力量，共商对策。 8月份的会员联谊日，本会举办“ 第3届马来 西 亚 家 具 与 装 饰 展 销 会 -购 买 与赢 奖 ” 颁 奖 礼，11名幸运儿前来领取奖品，包括轿车、电 器、手机等等，并吸引众多会员前来观礼，场 面热闹。 9月份，本会别出心裁，安排Qinetics Solutions Bhd呈献“ 2011年你不得不知道的 5 大家具行业趋势网站” ，让会员掌握科技资 讯，在全球化的竞争中得以脱颖而出。 本会更于11月份，举办一场外劳课题交流会， 聆听同业所面对的外劳问题，包括非法外劳合 法化、治安问题、申请合法外劳的阻力等等， 以便收集大家的意见，呈交给相关部门。 本会已把会员联谊日，列为常月活动，将来会 视情况而定，增加至每周一次，并计划于2012 年成立会员俱乐部。 The Kuala Lumpur and Selangor Furniture Entrepreneur Assocation (KLSFEA) has set

aside the first Saturday of every month to be a Members’ Gathering Day. Executive Council members, ordinary members and fellow industry players are welcome to join the gathering, which is focused on the theme of “Sharing and Interactions for Motivation and Growth”. KLSFEA also hopes to facilitate exchanges, improve friendship ties and create collaboration opportunities for everyone through the gathering.

The first Members’ Gathering Day was held on 4th June 2010. On the same day, KLSFEA also organised an exchange session for the proposed Selangor International Furniture Hub and announced the establishment of its Youth Wing organising committee.

The Members’ Gathering Day in July was organised with the primary intention of creating relaxed vibes for casual interactions.

Members shared their outlook for the furniture industry and discussed current problems while tucking into refreshments. Through this occasion, KLSFEA hoped to consolidate everyone’s strength to map out future business strategies.

For the Members’ Gathering Day in August, KLSEFA put together a prize presentation ceremony for the 3rd Malaysia Furniture and Furnishings Fair, where 11 lucky winners who purchased merchandise at the fair got to walk away with attractive prizes such as luxurious

vehicles, electrical appliances and mobile phones. The event attracted many members and created a bustling scene.

KLSFEA upped a notch on innovation in September and arranged for Qinetics Solutions Bhd to give a presentation on what industry players needed to know – the top five websites that are going to lead the trend in the furniture industry in 2011. By giving members access to this technical information, KLSFEA hoped to empower them with the competitive edge to excel in the global economy.

In November, KLSFEA even went the extra mile to organise an exchange session to discuss the foreign labour issue. As industry players shared the foreign labour problems that they faced, including the legalisation of illegal foreign labour, security problems and obstacles in applying for legal foreign labour permits, KLSFEA managed to gain a better understanding of everyone’s opinions and it would prepare a consolidated report to be presented to the relevant government authorities.

The Members’ Gathering Day has been listed as a monthly event at KLSFEA and the association may increase the frequency to once a week depending on future conditions.

KLSFEA also plans to establish a membership club in 2012.

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会员家庭旅行团联系感情

MEMBER’S FAMILY TOUR TO IMPROVE RELATIONSHIP

隆雪家具企业商会于2010年6月11日至13日， 组织会员家庭日旅行团，前往新加坡展开三天 两夜旅程，感受邻国的无限魅力，并增进会员 与家人之间的情谊。 该旅行团的行程，包括乘船游览新加坡河、参 观夜间动物园、新加坡环球影城、狮头鱼尾肖 像等等。 本会计划举办更多旅行团，以本地及短程旅行

为主，目标是会员、同业及他们的家人，加强 大家的互动，并创造更多合作契机。

Night Safari, Singapore Universal Studio and the Merlion etc.

KLSFEA organised a 3 days 2 nights family tour to Singapore from 11 to 13t June 2010 to experience the infinite charm of neighbouring countries and to deepen ties between the members and their families.

The Council plans to organise more tours, with focus on excursions and local trips. The main objective of the plan is to strengthen interaction between members of the industry and their families and create more opportunities for collaboration.

The tour group’s itinerary, includes the Singapore River cruise as well as visits to the

关怀社会 施赠贫老

CARE FOR THE SOCIETY DONATION DRIVE FOR THE POOR AND THE OLD 本会每年都举办及积极参与慈善活动，向弱势 群众奉献更多关爱，乐善好施，回馈社会。 隆雪家具企业商会在2010年农历新年前夕，举 办施赠贫老慈善活动，在会所底层交流厅，赠 送红包及粮食给22名乐龄人士。 过后理事及商会职员一同前往武吉柏仑东残障 中心，捐献日常用品给他们；次日则是前往参 与甲洞新春慈善活动，分发红包及与乐龄人士 交流。

On the eve of Lunar New Year in 2010, KLSFEA held a charity activity in the hall on the ground floor by giving out red packets and food to 22 senior citizens.

After that, the association members visited Bukit Beruntung Disability Centre with some daily necessities and also participated in New

Year charitable activities in Kepong where they distributed red packets and interacted with the senior citizens.

KLSFEA will be holding similar activities every year, and also actively participate in various charitable activities to offer care and concern to the needy and making generous contributions to ‘give back’ to the society.

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INTERVIEW 专访

雪州国际家具城 开创家具业新格局

SELANGOR INTERNATIONAL FURNITURE CITY - TO CREATE A NEW WAVE IN THE FURNITURE INDUSTRY 雪州国际家具城 SELANGOR INTERNATIONAL FURNITURE CITY 家具城发展概念： 隆雪家具企业商会拟定

2. 设立永久国际展览馆 3. 建立人力培训中心及设计学院 4. 设立家具业批发及零售总汇 5. 原料市场及设立材料库存系统 6. 品牌展示中心

2012年之前，落实兴 建“ 雪州国际家具城” 。

家具城将一站式发展家具业，如制造及培训 等，为业者提供现代化投资环境。

本会初步概念是，在距离巴生港口不超过50公 里范围内，兴建面积达1000亩的家具城。这项 计划获得同业的热烈反应，超过130名厂商已 报名参与。

家具城将设立家具检测中心以及训练中心，提 高本地家具厂商竞争力以及素质，预计家具业 成长率可增加50%，并作为雪州地标，提升家 具制造出口地位。

本会希望借由家具城，集中所有家具业、上下 游工业及相关工业，以便把我国家具业进一步 推向国际，并带动隆雪的经济发展。

一站式家具城计划，提供方便予国内外买家集 中采购，提高效益。

同时，这也是配合州政府的漂白计划，把非法 工厂搬迁至家具城，将之合法化。

地家具业出现新格局，包 括提高竞争力、品 牌国际化、品牌深度化、管 理规范化及提高 雪州经济效益。

本会深信，集中经营家具业，有助于打造集体 品牌，形成团队力量，提升整体竞争优势。

家具城投资内容： 雪州国际家具城是一项 大型的投资计划，涉及 的投资金额约20亿至 30亿令吉。 家具城落成后，预计将会带来30至40亿令吉的 经济效益。家具城计划带动着家具工业发展， 更为国人带来庞大的就业机会。 雪州国际家具城发展重点如下：

集中资源节省成本 达到紧密 互动 政商和谐的氛围 这是一项双赢及互惠互利的方案，商会可以实 现梦想，业者可以在更理想环境下扩展事业， 雪州政府一样从中受惠。 会长 President 许 裕 Richard Ko

家具城所带来的效益 推动家具城可促使本

在雪州建立大马第一间家具城，让雪州成为东 南亚家具业的焦点，更可吸引国际买家到来， 间接刺激州内旅游业。 同时，建设家具城具有十大效益，即： 展望150亿外汇目标 规范发展提升 国际竞争力 业者合法化下安心扩展 减少政府行政耗损 创造世界家具品 牌 提高出口额 优良发展环境优 势

THE CONCEPT OF SELANGOR INTERNATIONAL FURNITURE CITY KLSFEA plans to develop “Selangor International Furniture City” by year 2012.

The preliminary concept is to build a furniture city with the construction area of 1,000 acres

1. 把上下游家具工业集中在同一区 KLSFEA 62

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within 50 km from Port Klang. The plan received the enthusiastic response from the industry and attracted more than 130 vendors to sign up.

The Council hopes that the Furniture City would have gathered all the furniture enterprises, upstream and downstream industries and related industries in order to further push Malaysia’s furniture industry into the international arena and promote the Selangor’s economic development.

At the same time, it is in tandem with Selangor government’s scheme to move illegal factories into the furniture city and thereby allowing legalisation.

5. To focus on the raw materials market and to establish the inventory system 6. To set up a Brand Exhibition Centre

The Council believes that with the centralisation of the furniture industry , it will help create a collective branding to enhance the overall competitiveness of Malaysian furniture.

Furniture City will develop a one-stop service for furniture industry, such as manufacturing and training to provide a conducive and contemporary environment for investment.

FURNITURE CITY INVESTMENT CONTENT

Furniture City will set up a quality control centre and a training centre to improve the competitiveness and quality of local furniture manufacturers in the industry. The growth rate of the furniture industry is expected to increase by 50%, and the Furniture City is set to become a landmark of Selangor that enhances the status of furniture exports.

Selangor International Furniture City is a major investment project costing around RMB 20 to 30 billion.

Once the Furniture City is completed, it is expected to boost the economy and bring in a turnover of RMB 30 to 40 billion. It will lead the development of the furniture industry, and create more job opportunities for the locals as well.

Selangor International Furniture City development priorities are as follows: 1. To concentrate on upstream and downstream furniture industry 2. To establish a permanent International Exhibition Hall 3. To establish manpower training centres and a Design College 4. To establish a centre for wholesale and retail in furniture industry

The one-stop furniture city will also provide convenience to foreign buyers while improving overall efficiency.

to be established in Malaysia, and this has made Selangor the focus of the furniture industry in Southeast Asia while attracting international buyers and stimulating the state’s tourism industry.

Meanwhile, the furniture city brings these ten important benefits: Target of 15 billion foreign exchange Regulatory development to enhance international competitiveness Complete legalisation of the industry to facilitate expansion Reduce the government’s administrative cost Create brands that can go global Increase exports Having the edge of a conducive environment for development Centralisation of resources to save costs To achieve synergy Harmony between politics and business

THE BENEFITS OF FURNITURE CITY Furniture City promotes the emergence of new patterns in the local furniture industry, such as an increase incompetitiveness, globalisation of local brands, creation of brand depth, standardisation in management and the improvement of Selangor’s economy.

This is a win-win situation that benefits all partieswhile the council is able to realise their dream. While the enterprises have the best environment for expansion, the state government also reaps multiple benefits from the initiative.

Selangor Furniture City is the first of its kind

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MATRADE 协助中小企业进军海外 消费者品牌意识的增强，越来越多的企业通过打广告、参加展销 会朔造 品牌形象。未来家具市场竞争不仅是卖产品更是卖品牌。 品牌不只是形 象，更是品质保证。因此MATRADE鼓励商家建 立自己品牌，也通过各种 方式加深消费者对产品的认知度。 马来西亚对外贸易发展机构（MATRADE），

处，负责收集的市场资讯和市场情报。想要获

拥有丰富的天然资源是我国家具业的优势，政

成立于1993年3月份，是隶属于马来西亚国际 贸易与工业部（MITI）的法定机构。

得任何资料，企业家都可向海外贸易专员洽询 在海外市场开展业务的资讯，以便获得准确的 讯息顺利进军海外市场。

府一直致力于推广家具业的发展，家具业在国 际市场上已经奠定了一个重要的位子；大马家 具出口在全球排名第8，业者应该善用这个优 势，以便在国际市场站稳脚步。

MATRADE是政府为推动马对外贸易的发展而 设立的主要机构。主要负责协助马来西亚公司 打入国际市场。MATRADE专注于将马来西亚 打造为一流的出口国家，同时亦肩负着发展和 促进马来西亚对世界出口的任务。 MATRADE为中小型企业提供一个平台，推广 本地的产品与服务至海外市场。我们肩负着把 国内家具业推销至海外市场的重要任务；通过 各种方式把国内家具业推广到国际市场，其中 在海外举办国际贸易展览会，让更多人认识本 地产品。 MATRADE在全球拥有超过40个海外贸易办事

MATRADE一直关注以及了解业界所面对的问 题，并尽力的提供合适方案解决。 M A T R A DE 也 会 和 海 外 办 事 处 直 接 联 系 ， 以了解海外市场最新的资讯以及规章，并 把 这 些 消 息发放给国内业者。这些资料对 中小型企业来说可是非常重要的；往往大部 分的中小型业者都会忽略海外市场的最新动 向，因此通过MATRADE的官方网站，商家 可以轻易的获得最新的信息、市场状况或趋 势、贸易政策、商机、出口条规等资料。换 句话说，这一个网站就是政府和业者联系 的桥梁。

其实，我国家具业者现在面临最大挑战就是， 如何在国际市场保持竞争力？现在许多国家都 开始生产家具，因此我们必须正视这一个问题 并评估这些开始在市场上窜起的竞争对象。在 这一个年代，所有的东西都是讲究包装和品 牌，眼看竞争逐步加剧，许多海外家具企业以 品牌包装闯出一个天地，因此这就是为什么我们 一直鼓励国内业者必须建立自身的品牌。因为只 有成功的包装和品牌才能吸引顾客购买产品。 消费者品牌意识的增强，越来越多的企业通过 打广告、参加展销会朔造品牌形象。未来家具

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市场竞争不仅是卖产品更是卖品牌。品牌不只 是形象，更是品质保证。因此MATRADE鼓励 商家建立自己品牌，也通过各种方式加深消费 者对产品的认知度。 不过在建立品牌之前，我们也面临艰巨的苦 难，因为如何在数以千计的家具企业中进行分 类？每一个都有不同等级的竞争力，不同优劣 势，到底哪一点才是我们的优势？所以我们就 必须建立一个能站稳海外市场的跳板。无可 否认，国内丰富的天然资源优势是本地家具业 的踏脚石；有了基本的开拓市场条件，如何从 国内跳出海外市场是很重要的。在这样的情况 下，包装就是一个跳板。 根据数据统计，在过去一年的中小型企业的 总收 入大约为 7.9千万， 不过单单在今 年上半 年国内家具业的收入已经达到 3.9千万。这 已经显示全球经济正在复苏中，生活水准也 跟着提升，建筑业恢复正常，连带家具业也 开始逐步进入佳境；发展商起房子，人们买 房子，就是需要家具的时候。政府一直以各 种的方式呼吁国人，买家具应首选本地家具 产品。面对国外的竞争者以及顾客善变的选 择，必须不断推出各种宣传方案，刺激本地 的家具业。 为了提高本地业者参与出口市场，甚至鼓 励业者进军海外市场，在今年MATRADE特 别邀 请国内5家家具企业 前往波兰参 加展览 会。虽然只有5家公司获邀参加，不过这显示 MATRADE在推广本地家具业冲出国际的恒心 及努力。 此外，MATRADE还特别组团到纽约参加一个 一对一的市场分析研讨会。MATRADE在纽约 的海外办事处安排参与的公司和海外公司进行 商务会议或者商讨未来的合作大计；成功与 否，都视乎国内家具业在海外市场的能力。除 了纽约和波兰，MATRADE曾组团到加拿大多 伦多、美国、澳洲墨尔本进行市场考察。通过 考察，海外企业都能更进一步了解大马家具业 的实力发展。

MATRADE ASSISTS SMES’ EXPANSION INTO OVERSEAS MARKET With growing brand awareness among consumers, the need for creating a unique branding has posed a new challenge for enterprises. Thus, enterprises has sought to revamp their image through advertising and participation in trade fairs. In the future of furniture market, the competition is beyond selling products; selling the brand well means customer loyalty. A good branding will boost image of the enterprise and is a seal of quality assurance. Therefore, MATRADE encourages businesses to establish their own brand and initiate means to enhance consumer awareness of products.

Malaysia External Trade Development Corporation (MATRADE) was established in March 1993 as a statutory agency under the Ministry of International Trade Industry (MITI).

As Malaysia’s national export promotion agency, MATRADE is responsible for assisting Malaysian companies succeed in the international market. MATRADE’s vision of making Malaysia the premier exporting nation is paired with its mission to develop and promote Malaysia’s exports to the world.

MATRADE serves to promote Malaysia’s external trade with particular emphasis on the exportofmanufacturedandsemi-manufactured

Susila Devi Senior Director Product & service development division

products and services. In addition, MATRADE formulates and implements export marketing strategies and trade promotion activities to increase Malaysia’s furniture exports; one of the strategies is to expand exhibitions beyond the domestic arena for opportunities to promote Malaysia’s product overseas.

MATRADE is also actively involved in assisting foreign companies to source for suppliers of Malaysian products and services, with worldwide representation at 40 locations in major commercial cities. MATRADE undertakes the role of market research, and creates a comprehensive database of information for the development and improvement of Malaysia’s trade. It also organizes training programmes to enhance the marketing skills of Malaysian exporters for international liaisons, promote and assist in services related to trade for timely dissemination, relevant information and market

此外，MATRADE举办的大马国际贸易博览会 （INTRADE），专门为无法亲自到访其它国 家接触买家的中小企业，提供一个平台让他们 向国际市场宣传他们的产品和服务。尤其是对 想尝试出口业务、却又面对资金有限的小型企 业来说，这是一个很好的贸易契机。 MATRADE鼓励本地家具企业注册成为会员， 会员可免费享用资料室的各项资讯。业者受促 好好利用MATRADE提供的各项便利，从而扩 展业务至海外大展拳脚。

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intelligence to help Malaysian companies gain a competitive edge in foreign markets.

MATRADE shares a keen concern with the problems faced by the industry and aims to provide effective solutions to them. MATRADE will contact the overseas offices directly to get the latest information and regulations of overseas markets, then distribute these messages to the domestic industry. These data are very important for many of the small and medium enterprises that lack knowledge in and exposure to the latest trends in overseas markets. Thus, with MATRADE’s official website, traders can easily access the latest information, market conditions or trends, trade policies, business opportunities, export regulations and other data. In other words, this site is a bridge between the Government and the industry.

An abundance of natural resources has given Malaysia the edge in the furniture industry; the Government is also committed to promoting the development of the industry. Malaysia’s furniture exports market has already garnered recognition in the international market with its international ranking as the top eighth.The industry should make full use of this gateway to more opportunities for a firmer footing in the international market.

international branding. this is why we have been encouraging domestic organisations to establish their own brands. We believe that packaging and branding plays an important part in to attracting and retaining the customers to buy the products.

has been urging people to buy local furniture instead of foreign products. When it comes to international competition and fickle customers, we must continue to introduce various promotional programmes in order to stimulate the local furniture industry.

Due to the consumer’s brand awareness have increases; branding becomes a new challenge for enterprises. Thus, more and more enterprises try to create their image through advertising and participation in trade fairs. In the future of furniture market, they are not only need to compete with their selling products but also to sell the brand. A good branding indicates the images of the enterprise and the quality assurance. Therefore, MATRADE encourages businesses to establish their own brand and ways to enhance consumer awareness of products. (as edited in the introduction)

Inordertoimprovetheinvolvementandexpansion of local businesses in overseas markets, MATRADE has invited five domestic furniture companies to participate in an exhibition in Poland this year. Despite the small participating group, it has showed the perseverance and hard work of MATRADE in promoting the local furniture industry internationally.

However, before building the brand, the difficulty is how we are able to stand out from the thousands of furniture enterprises in the market.. Each of them has different levels of competitiveness, as well as different strengths and weaknesses. What then is our edge over them? First of all, Malaysia’s rich natural resources provide the stepping stone for the local furniture industry; with this basic yet valuable marketing advantage, it is crucial for domestic organisations to use this as a successful foray into the international scene.

In addition, packaging could also be a way to launch an entry into overseas market.

According to statistics, the total revenue of SMEs comes up to about RMB 7.9 million in the past year. However, in the first half of the year alone, the domestic furniture industry revenue has reached RMB 3.9 million. It has been shown that the global economy is recovering, the standard of living is improving, the construction industry is back to normal, and the furniture industry is making a gradual comeback. Developers have started construction of houses, and people will need furniture for their new homes The Government

In addition, MATRADE has also sent a delegation to attend a one-to-one market analysis seminar in New York. MATRADE’s overseas offices in New York have arranged for the participation of both Malaysia and New York companies for a discussion of plans for future cooperation. The success of this collaboration very much depends on the performance of the domestic furniture industry in overseas markets. Besides New York and Poland, MATRADE has also sent delegations to Toronto, Canada, United States, and Australia Melbourne for market research.

Through investigation, foreign enterprises can have a better understanding of the strength of the Malaysian furniture industry development.

For those small and medium enterprises that do not have the chance to meet potential buyers overseas, MATRADE has organised Malaysia International Trade Fair (INTRADE), mainly for this particular group of companies to promote their products and services to international buyers. This is an excellent trade opportunity for companies keen to export but has limited funds to do so.

MATRADE encourages local furniture organisations to register as members tofor free access to the Resource Library and make good use of the facilities provided by MATRADE as a first step towards expanding business into the international arena.

In fact, Malaysia’s furniture industry is facing the biggest challenge on how to remain competitive in the international market.

Many other countries have begun to produce furniture, and there is a pertinent need to address the influx of new competitors in the market. Moreover the present focus also includes packaging and branding. Despite the booming number of competitors in the market, many foreign furniture enterprises have attained success by establishing KLSFEA 66

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TM pg62-79.indd 67

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INTERVIEW 专访

En Haji Ir.Wahid B Jaafar 马来西 亚土著木材及家具 经营者协会主 席 President of the Association of Malaysian Bumiputra Timber and Furniture Entrepreneurs (Persatuan Pengusaha Kayu-Kayan dan Perabot Bumiputra Malaysia)

马来西亚土著木材及家具经营者协会 （PEKA）简介 1991 年 ， 一 群 土 著 企 业 家 发 动 成立 马 来 西 亚 土著木材及家具经营者协会（PEKA），它 成为国内惟一一个获得马来西亚木材工业局 （MTIB）认证的土著协会。 在这一把保护伞之下，土著商家们可以获得协 会提供的帮助，让他们在竞争剧烈的家具市场 上，得以成功分一杯羹；同时凝聚土著之间的 团结力量，以提升土著在本地家具业的地位。 目前马来西亚土著木材及家具经营者协会共 有150名成员。对于组织未来展望， 该会主席 Wahid Jaafar希望会员，不要把家具业当作普 通的生意经营；反之，应着重产品设计，不断 创新改良，打造享誉国际的品牌。

PEKA 维护同业权益 “家具业不应只是普通门市生意；反之应 着重产品设计，不断创新改良，打造享誉 国际的品牌！”

人力资源短缺问题 与国内所有家具厂商一样，土著家 具业者也面 对人力资源短缺的问题。 他说，基于难以聘请本地人，因此家具业相当 依赖外劳，不过如今政府却严厉管制外劳申 请，又计划提高外劳人头税、保证金及制定最 低工资标准，使家具业受到深远影响。 他说，家具业所聘请的外劳，大部份来自孟加 拉及印尼 。 在市场竞争激烈的同时，又迎来外劳短缺问 题，对家 具业而言更是雪上加霜。

土著业者与世界接轨 为了和国际轨道连接，马来西亚土著木材及家 KLSFEA 68

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PERSATUAN PENGUSAHA KAYU-KAYAN DAN PERABOT BUMIPUTRA MALAYSIA (PEKA) Lot 231 Jalan Ampang, 50450 Kuala Lumpur, Malaysia.

Tel: +603-2070 5213 Fax: +603-2070 5297 Email: info@peka.com.my Website: http://www.peka.com.my/

PEKA SAFEGUARDS THE RIGHTS AND INTERESTS OF THE INDUSTRY

“Furniture industries should not just be an ordinary business; instead, it should focus all efforts on superior product design, innovation with research and development and to create an internationally renowned brand!”

具经营者协会都会定时和日本、韩国、中国， 美国等国家代表进行密切交流。 主要目的是，向他国学习先进的制造技术，及 向外国宣传我国的家具业。 除此之外，交流也是为了确保本地家具业，将 能拥有长期的进口材料供应。 Wahid Jaafar透露，协会成员和其他国家保持 良好关系，有者关系甚至维持了将近30年，因 此可以优惠价来购买材料。 同时，他指出，在进口材料方面，因为每一次 都必须一次性运送非常庞大的数量，资金高 昂，一些小公司根本无法独立支撑如此庞大的 开销。 除此之外，他也透露，进口材料还要经过海关 严格的审批和繁琐的手续，这就是商家都会面 临的问题和阻扰。

国际同业竞争剧烈 面对中国及越南家具业 的崛起，本地的家具业 无可避免受到冲击。 Wahid Jaafar表示，我国政府经济门户开放， 利弊兼有之。然而在政府“ 过于开放” 进口产 品，甚至豁免征收税务时，令入口家具的价格 减低，结果导致本地家具业受冲击。 他希望政府修改政策，严管货品入口申请，以 保障本地业者的利益。

Officially established in 1991, the Association of Malaysian Bumiputra Timber and Furniture Entrepreneurs, also known as Persatuan Pengusaha Kayu-Kayan dan Perabot Bumiputra Malaysia (PEKA), is the brainchild of a group of bumiputra businessmen and the only bumiputra association in Malaysia to be accredited by the Malaysian Timber Industry Board.

With their interests safeguarded, bumiputra businessmen can obtain assistance provided by the association and gain an edge in the furniture industry that is steeped in intense competition. At the same time, the association seeks to unite bumiputras and form a cohesive entity to enhance their status in the local furniture industry.

The furniture industry has always been dependent on the employment of foreign labour.

However, with the current strict measures implemented by the government to control the application of foreign labour permits, as well as plans to increase the levies and security deposits and set a minimum wage limit for foreign labour, the furniture industry has been deeply affected and the most apparent issue of manpower resource shortages has surfaced. En. Haji Ir.Wahid B Jaafar, President of PEKA, indicated that it was a double whammy for the furniture industry as it needed to grapple with intense market competition and face the problem of foreign labour shortages at the same time. In his view, many furniture businessmen only resorted to hiring foreign labour in bulk as they were unable to hire locals for the jobs, and most of their foreign labour came from Bangladesh and Indonesia.

Currently, PEKA has 150 members in all. In terms of his future aspirations for the association, En. Haji hopes that members do not just view the furniture business as an ordinary business. He said this business placed great

emphasis on product design and continuous innovation and enhancements would be needed to establish an internationally renowned brand. In addition, PEKA is stepping up on collaborations with the Malaysia Institute of Research and Development to conceptualise new products.

To forge a gateway to the world, PEKA conducts discussions and exchanges with industry players from Japan, Korea, China, US and other countries from time to time. Besides taking a cue from the advanced manufacturing technology adopted by other countries, PEKA also seeks to promote the advantages of Malaysia’s furniture industry to our counterparts.

The close interactions serve to ensure that the local furniture industry can have a long term supply of imported materials. En. Haji revealed that PEKA members had always maintained a good relationship with other countries, with some dating back 30 years, and that was why PEKA members were able to obtain rebates in material prices and discounts in material acquisition.

According to En. Haji, every time when there is a need to import materials, the one-off transportation of such enormous volume would incur huge costs which some small companies are unable to afford. Therefore, he suggested that members could import materials as a group. He also revealed that individual businessmen would be faced with the problems and obstacles posed by tedious procedures when the imported materials needed to go through strict examination by the customs and immigration authorities.

Faced with the rise of China’s and Vietnam’s furniture industries, the local furniture industry is undoubtedly feeling the heat. En. Haji predicted that there would be greater competition in the local furniture industry in future and the economic liberalisation policies adopted by the government would also have an impact on Malaysia businessmen. In his opinion, the stance taken on product importation is too liberal and there is even total tax relief for retail goods, thus paving the way for overseas furniture businessmen to enter the local market and jeopardise the local furniture industry with their cost advantages. En. Haji hopes that the government can revise its policies and impose strict controls on applications for product importation.

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INTERVIEW 专访

蜡染家具

马来西亚慈善基金会（PENYAYANG）是由已故拿汀 巴杜卡斯里恩登马哈茂德于2000年成立。2005年，她 的女儿，普安紫菜阿卜杜拉在拿汀巴杜卡斯里恩登马 哈茂德逝世后，接任其主席职位；而她的儿子，拿督 阿都拉卡马里丁则称为受托人之一。 拿督里拉莫阿里 Dato' Leela Mohd Ali 行政总裁 马来西亚慈 善基金会 Chief Executive Officer Yayasan Budi Penyayang Malaysia

心的意思。Penyayang拥有多种目标，其部分 是为了帮助有特殊需要的人、培育、开发、推 广和提高更多的教育，以便让更多人拥有接受 教育的机会。 热爱工艺品与马来西亚的文化遗产的敦恩登 马哈茂德，于2003年9月发起“ 马来西亚巴迪 布-为世界运动而制作” 的活动。其运动目的 是鼓励更多的创新设计，以不同的材料与技术 改善传统的蜡染行业。我们希望看到的不仅是 服装方面的变化，而是蜡染产品的多元化。 隆雪家具企业商会（KLSFEA）邀请 PENYAYANG于MF3展览里推动蜡染家具； 而PENYAYANG也将 在2011 年 吉隆坡 国际 蜡染会展（KLIB）上邀请隆雪家具企业商会 （KLSFEA）展示如何在家具上面使用蜡染。 KLIB也 将于2011 年建 设属 于蜡 染 爱好者 国际 网络，并借由这个管道让爱好者分享技术，创 新，技术和市场营销战略，以帮助开发蜡染 工艺行业。将有18个国家参与2011年KLIB会 展，我国可借着这次的良好机会推广蜡染行 业，并让其他国家看到马来西亚如何在家具制 作上使用蜡染。 在家具制造中使用蜡染是蜡染行业的一大进 展，然而在设计蜡染家具前了解蜡染元素是一 门不可缺少的学问。在蜡染家具设计方面需小 心谨慎，并确保其设计适合于家具制作，而不 是服装设计。 马来西亚巴迪布通常在织物设计上使用蜡染， 然而，点蜡的方法多不胜数；最盛行的包括以 铜刀绘图将蜡应用于织物上，使用指甲在白布 上勾画出大轮廓等。其蜡染绘图在设计上拥有 更多的艺术表达空间，因此也最受马来西亚蜡 染制造商的青睐。

PENYAYANG基金会的宗旨是为了帮助那些 需要帮助的马来西亚公民，不论肤色、种族或 信仰，为那些不幸和弱势的马来西亚人带来快 乐和喜悦。它负责接收捐赠、认捐、教育和管 理、公共福利、科研，卫生、医疗及其他慈善 行动。 以两个人的图形为标志，代表着支持。红色的 图标象征着基金会的需要，而蓝色图标则表示

伸出援手。这两个图标兼有灿烂的笑容，意味 着获得援助者与捐赠者的爱心微笑。 该PENYAYANG的主要目的是为了促进和培 育“ 幸福家庭” 的发展，以确保马来西亚拥有 全面性的发展和进步。同时，该基金会也强调 个人与群体发展；通过适当的援助，发现与发 挥各自的潜能，为身为马来西亚公民负一份责 任。该基金会称为“ Penyayang” ，也就是爱

虽然我们不确定蜡染制造商对于此合并有什么 想法，然而，我相信当我们谈论此话题的时 候，他们也将会喜欢这个主意。由于蜡染家具 和蜡染服装是截然不同的行业，再加上看到其 他行家在制作蜡染家具方面的成就，我想他们 必将非常期待并同意家具制造商将他们的蜡染 制作成家具。 事实上，很多马来西亚人都设有一个或多个卧 室主题，如日式，中东式等。那为什么他们没 有一个以蜡染为主题的卧室？然而，拿汀巴杜 卡恩登的蜡染卧室却证明了本地可接受这种类 型的混合设计。假如国际家具制造商可使用新 设计，再配搭合适的蜡染材料；我坚信，我们 必能让蜡染家具成为马来西亚的独有文化。

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BATIK FURNITURE Yayasan Budi Penyayang Malaysia (known as PENYAYANG) set up by Allahyarham YABhg. Tun Endon Mahmood at year 2000. After YABhg. Tun Endon passed away in 2005, her daughter, YBhg. Puan Nori Abdullah took over as Chairman while her son YBhg. Dato’ Kamaluddin Abdullah is one of the Trustees of PENYAYANG. PENYAYANG is a Foundation incorporated for the purposes of receiving donations, subscriptions or otherwise, and to administer such funds for education, public welfare, research, health, medical and other charitable purposes for the benefit of needy Malaysian, irrespective of color, race or creed.

PENYAYANG aspires to bring cheer and joy to the less fortunate and disadvantaged Malaysians.

Our logo, a graphic representation of two individuals, encapsulates the idea of support.

The red icon symbolizes the party in need, while the blue icon represents the helping hand. Both icons have broad smiles - the smile of the recipient receiving appropriate assistance and the smile of the caring donor.

The main focus of PENYAYANG is to promote and nurture the development of “Keluarga Bahagia” so as to ensure the development and sustenance of Malaysia as a dynamic and progressive nation. Concurrently, the Foundation aspires to facilitate individuals or groups of people to develop their potentials as productive and responsible citizens through the provision of appropriate assistance. The Foundationis fondlyreferred to as “Penyayang”.

Among its many objectives of Penyayang are to provide for and assist individuals with special needs, to foster, develop, promote

and/or improve the education of deserving persons and many more.

furniture. Batik designers need to understand how batik can be used for furniture making.

The Malaysia Batik – Crafted For The World movement was launched in September 2003 by the late Tun Endon Mahmood who loved the crafts and heritage of Malaysia. One of the objectives of the movement is to encourage innovation in design, use of materials and technology towards the betterment of the batik industry. We want to see the diversification of the batik products, not only in clothing.

Malaysia batik is usually created by using the wax resist method of designing fabric. Wax can be applied by drawing (batik tulis created using the ‘tjanting’), by using a hand block and, more recently, by using a wide range of tools. Batik tulis allows for greater freedom of artistic expression and has been the form most favoured by batik makers in Malaysia. Since batik is Malaysia’s culture, batik furniture will carry a Malaysian identity.

For the MF3 exhibition, KLSFEA has invited PENYAYANG to promote furniture made with batik. PENYAYANG will also have the Kuala Lumpur International Batik (KLIB) Convention & Exhibition in 2011 and we will invite KLSFEA to come and showcase how batik can be used for furniture. KLIB 2011 will help develop an international network of batik enthusiasts, share techniques, innovations, technology and marketing strategies for the batik craft and industry. In the past, 18 countries participated in this KLIB convention. It will be good for other countries to see how Malaysia is using batik in furniture making.

There is great potential in the use of batik for furniture making. It is important that the designs produced are suitable for furniture.

Design for clothing may not be appropriate for

We have no idea how batik producers will react to this new use for batik. We haven’t spoken to many but I think they will be excited when we talk about this. They will like the idea and I think they will want to produce if they know how the furniture-makers are going to use their batik.

In Malaysia, many people have rooms with special themes in their houses, such as Japanese room, Chinese room so why can’t they have a Batik room? The late Tun Endon, had a Batik room. So locally, the idea of batik furniture will be accepted. However, internationally it may take some persuading.

Suitable choice of textile/fabric and design in batik may attract international market.

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WF

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World Focus Sdn. Bhd. (228158-M)

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No.27, Jalan lndah 2/4,Taman Universiti lndah, 43300 Seri Kembangan,Selangor Darul Ehsan,Malaysia.

Tel :603- 8948 0373,8942 2347,8942 2356 Fax :603- 8948 3962 Website: www.world-focus.com E-mail:thsoh@world-focus.com I info@world-focus. com

1128/11 4:16:36 PM

INTERVIEW 专访

韩松 Master Y.K Han 战略 家咨训集团企业教练 Corporate Trainer of Strategists Hub

丢掉红瓶观念装上篮瓶新思维 把品牌提升

“训练会花钱，不训练则会花更多钱。因为没经训 练的 员工不仅不能留住客户反而会赶跑顾客...”

前一代企业擅长把握“ 天时丶地利” 机遇和 利用环境的优势，增强企业竞争力占有市 场 。 19450-1980 的 冷 战 年 代 ，需 求 大 于 供 给什么产品都容易卖，到1980-1998的和平 年代；消费者学习消费,进入选择的时代,品质 服务好就出位,但进入1998-2001的后和平年 代，供给大大大于需求，消费者不仅货比三家 更是趋向个人化的感觉需求，然而在这年代光 有“ 天时丶地利” 已不一定能取得成功，而 且“ 天时丶地利” 的机遇也越来越小。所以 说“ 人和” 在这年代就更显得重要了，没有

所面对的问题就是，企业生产规模大，用人力 资源多, 但内部职 能管理系 统结构 不清晰丶没 制度化丶标准化丶系统化。在目前全球化竞争 下，利润空间越来越小，唯有通过有效的管理 系统，降低成本，提高生产力来增加利润。一 般上，很多企业主和管理人都懂得管理系统的 重要性。但因缺乏执行力的知识和经验，知易 难行，所以更需借助外来专业的帮助。

人和” ，企业就很难再创造“ 天时丶地利” 的 环境，更何况在全球市场竞争白热化，同质化

靠经验，用眼睛来管，缺乏专业管理和执行的

我看到现在企业结构和管理上所面对最大的问

团队。随着企业的发展壮大，领导者会发现自 的环境下，“ 天时丶地利” 往往更不能被一家 己的知识面太窄丶事情太多丶时间太少丶能力 企业所独享，于是“ 人和” 则成为现代企业保 有限。管理者虽有经验但缺乏管理知识，无法 持竞核心争力的重要关键因素。 把经验变成系统化，绩效化。虽有如ISO的良 好系统，但问题在人；缺的是没一系列培养人 如何看待马来西亚家俱业发展趋势？ 才的体系。所以中小企业要提升管理水平，不

题就是，大家的工作范畴和职能定位不清晰， 甚至许多企业忽略了市场营销和客户服务部门 的重要。开工厂不会赚钱丶制造产品也不会 赚钱，只有把产品卖出去才会赚钱，哪靠谁 卖--就是通过营销人策划,销售人去卖产品和 服务。

马来西亚家俱业出口量在亚洲排名第二，与中

仅需自身不断学习同时更需建立企业团队学习

国的出口量差距还很大,占全球家俱销量排名 第10，占总销量的3%。从数据上看加上未来 需求大和丰富天然资源占尽优势，所以出口还 会稳步增长。唯要加强的是如何从制造工业提 升到创造工业，好好加速掌握下一波绿化发展

的大环境，启通过外力专业的力量，建立梯级 培训系统,更新领导者的管理理念丶知识丶规 范，不断学习提升企业的经营管理效率。

的趋势。集合这些天时地利的基本条件，整合

未来企业靠人才竞争,谁有人才谁就赢，这是

我经常说；若企业没管理好运营系统丶生产系

本地资源突出附加价值,加强本行业具体的品 牌的竞争力。我相信马来西亚家俱的国际贸易 仍有很大的增长空间。

世界500强企业成功共有的特性---重视人才 的培训。可惜许多企业领导还停留在个人操 作，不重才丶留才丶用才和裁培人才。

统丶质管系统，更不用说要去占市场创造市场 领导市场。说真的搞好内部管理，提高营销能 力和加强企业文化规范，自然就能把企业做强 做大。

建立管理系统的重要性 建立管理系统是非常重要。马来西亚很多企业

如何提升家俱业管理水平？ 在传统生意里面，大多中小企业主管理者主要

领导须确保属下在做对事的前题下把事做好, 让管理创造最大效益。所以说，人才培训是 非常重要，然而很多企业家却认为培训是 浪费钱的投资，不肯投资在培训员工这一环 节。但这样的观念必须有所转变，要促进企 业的发展丶提高企业整体素质，就必须高度 重视人才培训。“ 训练会花钱，不训练则会 花更多钱，因为没经训练的员工不仅不能留 住客户反而会赶跑顾客。” 给家俱业管理一些建议

其实，在马来西亚家俱业的生产技术并不成问 题，我门比中国还早搞出口,问题最大的还是 在于人的管理。优质服务能留住顾客，服务是 企业竞争的重要关键原素。

人才培训的重要性

作为一名领导者，不仅要知人善任，其实更 要懂得” 把对人放对岗位做对的事” ，当 然 KLSFEA 73

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DISCARD THE RED BOTTLE CONCEPT FOR A NEW BLUE BOTTLE PARADIGM TO ENHANCE BRANDING “Training Incurs Costs but Lack of Training Incurs Greater Loss. Without properly trained employees, it would be impossible to retain customers. On the contrary, it would result in a loss of customers…”

Companies of the past generation were good at capitalising on timely opportunities and making best use of geographical benefits to enhance corporate competitiveness and establish their market share. In the cold war period from 1945 to 1980 when demand was greater than supply, it was easy to sell any product. In the peaceful years from 1980 to

1998, consumers learnt the art of consumption and were introduced to a plethora of choices.

It was an era where excellent services and products gained a competitive edge. However, in the later half of the peaceful era, from 1998 to 2001, there was huge surplus compared

to demand. Not only did consumers learn to compare products from various companies, they were also inclining towards individual taste and needs. In this age, capitalising on timely opportunities and making use of geographical benefits did not necessarily guarantee success. Furthermore, such opportunities had greatly diminished. As a result, working with the right people has become a key element in today’s world. Without the people element, it would be difficult for enterprises to re-construct an environment that would bring about timely opportunities and geographical benefits. In addition, with intensifying competition and increasing homogenisation in the global market, the environment makes it impossible for any one company to be always at the right place at the right time. The right people will then become the key factor in maintaining core competitiveness for modern enterprises.

there will still be a steady increase in export volume due to huge future demands and Malaysia’s geographical advantages, thanks to the abundance of natural resources in this country. Transformation of the industry is the only area that needs to be improved as the industry needs to go beyond manufacturing to embrace creative processes and get up to speed by leveraging on the green movement that is taking the world by storm. These fundamental factors of timely opportunities and geographical benefits need to be consolidated and local resources need to be incorporated to accentuate the value-added qualities. This will in turn enhance brand competitiveness in the furniture industry. I believe that Malaysia’s furniture industry still has a lot of potential for growth where international trade is concerned.

How do you view the development trend for Malaysia’s furniture industry?

Malaysia’s furniture industry is ranked

How important is it for a management system to be established?

Establishing a management system is very important. In Malaysia, many enterprises in

second in Asia in terms of its export volume.

Compared to China, there is still a vast difference. Malaysia’s furniture industry is ranked tenth in the global furniture sales ranking, accounting for three percent of total sales. Judging by the statistical data,

the furniture industry face such a problem.

Although their businesses are of a substantial scale in terms of operations and they have abundant human resources, they do not have a clear system for managing internal work duties and the structure is also not institutionalised,

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standardised or systemised. In today’s world where global competition is getting more intense, profit margins are shrinking. It is only with an efficient management system that costs can be reduced and productivity increased. This will then lead to greater profits.

Generally, many proprietors and management teams understand the importance of having a management system, but lack the knowledge

time, there is a need to establish a macro environment that is conducive for group learning. There is also a need to leverage on the professionalism of external sources to establish a progressive training system that can enhance the leadership’s understanding of management knowledge and concepts.

When there can be a standardised approach, corporate management efficiency can be

enhance its overall quality, there is a need to recognise the importance of grooming talents.

“Training incurs costs but lack of training incurs greater loss. Without properly trained employees, it would be impossible to retain customers. On the contrary, it would result in a loss of customers…”

What management advice can you provide to the furniture industry?

From what I see, the greatest issue in the current structure and management of many enterprises is the lack of clarity in the job scope and work duties of employees. Many enterprises even neglect the importance of the marketing and customer service departments.

Setting up factories and manufacturing products will not make money. You will only make money when you sell those products.

So there is a need to adopt proper marketing strategies so that sales personnel can be well equipped to market and sell the products and provide good customer service.

Actually, we entered the export market much earlier than China did. The biggest problem in Malaysia’s furniture industry does not lie

and experience in systematic execution. The concept appears to be simple, yet it is difficult to put into action. As a result, these companies will need to leverage on professional assistance from external sources.

How can management standards be enhanced in the furniture industry?

Traditionally, in the business world, the management teams of many small and medium enterprises mainly rely on experience and their own insights to manage the businesses.

They lack professional management expertise and do not have teams of executives to assist them. As an enterprise grows, the managing director will realise that his knowledge and abilities are limited and that he does not have enough time to handle the multitude of tasks.

When the managing director has experience but lack the knowledge of a management system, he will not be able to leverage on his experience to build a systematic and efficient model. Even if there is a sound management system that complies with ISO standards, the problem of human resources will still exist if the company fails to set in place a series of systematic approaches to groom talents. To upgrade their management standards, small and medium enterprises should continue to acquire new knowledge and at the same

enhanced through continuous learning and training.

How important is it to groom talents?

In future, enterprises will need to rely on talents to compete with one another. Whichever company with talents will be the one to succeed. Placing emphasis on the grooming of talents is the key element of success that is common to the top 500 strongest companies in the world. Regrettably, many companies are still at the stage where they concentrate on individual operations and do not place emphasis on talents. They have failed to retain, optimise and groom talents. The managing director of a company should not just delegate duties that are commensurate with the abilities of his employees, he should also assign the right person in the right position to accomplish the right tasks. Of course, before doing so, he needs to be sure about the capabilities of his subordinates in order to generate the greatest benefits for the management. Hence, the grooming of talents is very important.

However, many businessmen feel that training is a waste of money and are reluctant to invest in the area of employee training. Such a concept needs to be changed though. In order to stimulate the growth of an enterprise and

in our manufacturing skills, it lies in people management. Excellent customer service helps to retain customers and is crucial in giving enterprises a competitive edge.

I always say that if an enterprise is unable to manage its operations, production and quality control systems well, it is pointless to think about establishing market share, creating a niche in the market or becoming the market leader. In fact, it is only by optimising internal management, upgrading marketing skills and strengthening corporate culture values that an enterprise can grow from strength to strength naturally.

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INTERVIEW 专访

台商来马投资 促进两国经贸合作 台湾是大马其中一个最重要的商贸伙伴，两国商贸合 作关系融洽。早在20年前，台商陆续前来大马投资。 目前在大马投入生产的台商工厂，已达到约2000间， 在过去20年以来，投资额已超过105亿美元。 大马台商联会简介。 资料显示，在马投资的台湾厂商约1800多间，

家具业的发展带来很大的贡献。

我可以说，台商对马的经济发展占一席之位， 台湾同样开放予马来西亚国民，大马人无需入

分布在全马各州属。

90年代，电子业的投资也迅速增加，进一步推

各州属台商另组成七个商会，即：吉隆坡台湾

动电子业发展。事实上，20年前来马投资的台 商皆获利。当时的马来西亚资源条件丰富，原

家，却没有对台湾豁免，这项政策待遇是不公 平的。我相信，豁免签证对大马是有很大的好

商会丶槟城州台湾商会丶霹雳州台湾商会丶马

料及人力皆充足。台商凭着勤奋打拼的精神，

处远，吸引台商来投资和促进旅游业，可以增

六甲州台湾商会丶柔佛州台湾商会丶东马区 台湾商会及吉打州台湾商会，负责联系当地 的会员。七个商会联合起来成立马来西亚台 湾商会联合总会。总会成立的宗旨主要是联 络乡谊，交流信息。另外，总会也扮演台商

成功在马来西亚打拼出一片广阔天地。台商对 马来西亚经济贡献有目共睹。

加外汇。我举个例子，台湾人到日本是免签 证。日本于自宣布这项免签证措施之后，赴日 旅游的台湾人即激增。

与政府机构协商的桥梁，协助解决会员在投资 所遭遇的困难。 为什么选择马来西亚？是什么因素吸引

家园，他们对带动大马的经济发展及培训员工 方面，是有一定的贡献。然而，台商在申请工 作准证过程却非常艰辛，经过种种繁文缛节才 可获得3年丶5年的工作准证。我们希望政府能

台商来马投资？

正视这个问题，给予台商方便。另外，许多台

台商来马投资所面对的难题。 许多到来大马投资的台商，已视大马为第2个

境签证便可赴台。然而，大马免签证予多个国

大马政府时常到国外去招商，我认为，留住一 间外资公司就等于招来一间新公司。但是要怎 么样留住一间公司？我觉得，政府应该给台商 打开方便之门，协助台商解决劳动力不足和签 证的问题。

80年代至90年代，是台商到马来西亚投资最活 跃的时期。因为当时的台湾土地成本高，劳动

商的工厂受到外劳管制措施的影响，出现人力 短缺问题。人力不足给各行业造成很大冲击，

对目前大马新经济模式的看法。 首相宏观的政治远景，给人民带来新希望。我

力不足，台商惟有选择向外投资。

甚至造成外资撤资及却步大马。台商面对人力 资源不足丶劳动成本上升丶原物料价格上涨压

而且当时的台湾政府提出 鼓

力，利润也相对减少。

赞赏首相提出的新经济模式，透过国家及经济 转型计划，大马成为高收国家的目标指日可 待。政府并重国内私人投资和外资，自由开放

“ 南向政策” ，

的投资环境，开拓更多商机。

励台商到东南亚国家投资。对台商来讲，到东

我们在这里发展事业，也在这里落地生根。家

别是，马来西亚政府也张开双手欢迎外资。马 来西亚华人多丶同文同种丶土地广阔丶劳动力

人朋友和事业都在这里，无疑，马来西亚已经 是我们的家，我们已经完全融入这里的生活文

给予有兴趣来马投资的台商一些建议 我相信，马来西亚市场还有非常大的发展潜

充足丶原物料丰富丶公共建设齐全以及政治稳

化以及国情。当然，我们也希望政府能把我们 台商当成是自己人。 希望大马政府在那方面能给予辅助/协助

能。对于想来马投资的人，应该先了解本地的 法令规范。我建议他们可以与商会联系，一是 可以帮助企业了解当地情况及运作模式，二是 可以建立良好的关系。我们商会乐意与他们分

（豁免双重签证问题）

享经商和生活经验，帮助他们尽快融入外国的

定。共同的语言，相近的生活习惯，让台商在 马极有归宿感。 台商在马经商所涉及的行业范围。 台商在全马投资的范围广泛，涉及各行各业。 初期以钢铁丶化工丶家具等制造业为主；因为 马来西亚天然资源丰富，台商到马投资家具 业，引进娴熟的制造技术和现代化的管理，给

我呼吁政府让台湾人豁免签证来马，以鼓励更 多台湾人来马旅游和投资。大马人民目前去台 湾是免签证的，基于两国互惠互利的条件，大 马政府也应该让台湾人免签证。

环境。

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拿督丁重诚博士 Datuk Dr. Ting Chung Cheng 马来西亚台湾 商会联合总会名誉总会长 Honorary President of Taipei Investors’ Association in Malaysia

Why is Malaysia the chosen place for investment? What are the factors that have attracted Taiwanese merchants to invest in Malaysia?

The early years of 1987 to 1992 were the peak period during which many Taiwanese merchants came to invest in Malaysia. At that time, many Taiwanese merchants could only choose to invest in other countries as the land cost in Taiwan was too high and there was a shortage of labour. During the same time, the Taiwan government implemented a “Southward Policy” that served to encourage Taiwanese merchants to invest in Southeast Asian countries. For Taiwanese merchants, Malaysia became the first choice where investment in Southeast Asia was concerned.

The Malaysia government also welcomed foreign investors with open arms at that time.

With many Chinese in Malaysia who speak the same language and share the same ethnic roots and similar lifestyles with the Taiwanese, Taiwanese merchants felt right at home in Malaysia. Malaysia also has vast land resources, sufficient manpower, a rich store of raw materials, comprehensive public facilities and political stability.

TAIWANESE MERCHANTS’ INVESTMENT IN MALAYSIA SERVES TO PROMOTE BILATERAL COMMERCE AND ECONOMIC COOPERATION Taiwan is one of the most important business and trading partners of Malaysia. Both countries have built close ties through economic cooperation, with Taiwanese merchants investing in Malaysia as early as 20 years ago. Currently, there are about 2000 Taiwan factories that are in operation in Malaysia. More

than USD10.5 billion have been invested over the past 20 years.

Please give a brief introduction of Taipei Investors’ Association in Malaysia.

According to government statistics, there are more than 1800 factories and companies set up by Taiwanese investors in Malaysia and they are dispersed across the various states.

These Taiwanese merchants have established seven business associations in the states of Kuala Lumpur, Penang, Perak, Melaka, Johor, Kedah as well as East Malaysia to forge closer ties with local members. Together, these seven associations form the Taipei Investors’ Association in Malaysia, which was established with the objectives of connecting kinsmen and facilitating information exchanges. Apart from that, the association also acts as a bridge of communication between Taiwanese merchants and government agencies and helps members resolve investment-related difficulties.

In Malaysia, what are the industries that Taiwanese merchants would invest in?

Taiwanese merchants invest in various businesses across a wide spectrum of industries throughout Malaysia. In the early days, they were mainly involved in the manufacturing industries such as steel production, chemical engineering and furniture manufacturing. As Malaysia is a country with rich natural resources, some Taiwanese merchants have chosen to invest in the furniture industry in Malaysia. They introduced state-of-the-art manufacturing technologies and a modern style of management, and made huge contributions to the development of the furniture industry. During the 90s, there was a surge in investments in the electronics industry and this has resulted in the development of the electronics industry.

Frankly, Taiwanese merchants who invested in Malaysia 20 years ago were able to make

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profits because Malaysia had a rich store of natural resources and abundant manpower at that time. Taiwanese merchants could get anything they needed without any problem.

Coupled with their hardworking spirit and attitude, they have managed to achieve success and create huge business empires in Malaysia. They have made prominent contributions to the Malaysia economy.

What are the problems encountered

by Taiwanese merchants as they invest in Malaysia?

A lot of Taiwanese merchants who invested in Malaysia have considered Malaysia to be their second home. They have made certain contributions towards the development of the Malaysia economy and employee training.

However, Taiwanese merchants normally face

been affected by the labour control policy and labour shortages have become a problem for their companies. In fact, labour shortages have jeopardised many industries and this is also one of the main factors that made foreign investors withdraw their investments and leave Malaysia for good. Faced with the pressing problems of labour shortages and increase in labour costs and raw materials, Taiwanese merchants are getting lesser profits.

We have developed our businesses here and we have settled down here. It is certain that Malaysia has become our home as all our friends and family members are here. We have assimilated into the culture, lifestyle and environment of Malaysia. So of course, we hope that the government can consider Taiwanese merchants like us to be a part of Malaysia.

do not need visas to go to Taiwan. As the two countries have always been sharing mutually beneficial ties, the Malaysia government should grant visa exemption to Taiwanese as well. I can say that Taiwanese merchants have played a role in the development of the Malaysia economy. Taiwan welcomes Malaysians as they can enter Taiwan without visas. However, despite the visa exemption granted by Malaysia to over a hundred countries, Taiwan is not one of them and this is not a fair policy. I believe Malaysia will gain a lot of benefits by granting visa exemption as it can attract Taiwanese merchants to make their investments in Malaysia and boost the tourism industry. These will increase foreign currency inflows. Let me give an example. Taiwanese do not need visas to go to Japan. After Japan announced the policy of visa exemption, the number of Taiwanese tourists visiting Japan increased significantly.

In addition, the Malaysia government is upping a notch on attracting overseas investors. I always say that retaining a foreign company is equivalent to bringing in a new company.

However, how should the government retain a company? I think the government should offer Taiwanese merchants greater convenience by helping them solve the problems of visa and labour shortages and further enhance bilateral commerce and economic cooperation between the two countries.

What do you think of Malaysiaâ&#x20AC;&#x2122;s New Economic Model?

The Prime Ministerâ&#x20AC;&#x2122;s far-sighted political vision has given people new hope. I am impressed with the New Economic Model proposed by the Prime Minister. Through national and economic transformation plans, Malaysia can realise its goal of becoming a country with high income. In addition, the governmentâ&#x20AC;&#x2122;s emphasis on local private investments and foreign investments, coupled with a liberal investment environment, can also bring more business opportunities to both local and foreign investors.

many difficulties in the process of applying for work permits. They need to go through tedious procedures before they can get work permits that last for three to five years. We hope that the authoritiescanlookintothismatterandimprovethe efficiency of government departments as red tape would only hinder the course of development.

Moreover, many Taiwanese merchants have

What kind of assistance do you hope the Malaysia government can provide with regard to the issue of double entry visa exemption?

I would like to urge the government to allow Taiwanese to come to Malaysia without visa.

This would encourage more Taiwanese to visit and invest in Malaysia. Currently, Malaysians

What advice do you have for Taiwanese merchants who are interested in investing in Malaysia?

I believe the Malaysia market has a huge development potential. Those who wish to invest in Malaysia should first understand the local rules and regulations. I would advise them to contact our association as this could help the enterprise gain a better understanding of local conditions and operation models and help them establish good relationships. Our association would be pleased to share our business and life experiences with them and help them assimilate into a foreign environment quickly.

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INTERVIEW 专访

外劳课题

对外劳过分依赖并不是长远的解决方案。要确实 的解决国内的人力资源短缺问题，政府呼吁目前 过度依赖外劳的领域或企业应该以现代科技技术 取代人力，以减轻现在对外劳的倚重。

无可否认我国是一个劳动力短缺的国家，在许 多经济领域都严重依赖外劳。目前就有数以万 计包括合法和不合法的外国劳工在国内从事 各行业工作，特别是所谓的3D工作,也就是困 难，肮脏和危险的工作。. 内政部副部长拿督李志亮指出，其实这种现象 在国内是很普遍的，见怪不怪；政府限制引进 外劳人数，以减少雇主对外劳的依赖，并制造 更多工作机会给本地人，但是国人并不珍惜此 机会。基于本地人对于选择工作的标准越来越 挑剔，尤其是对这些薪水低、工作时间长，劳 动力 加倍 的3D 工 作更 是避 而远 之 ，也 因为这 个原因造就国内出现劳动力短缺的问题。 由于外劳的数量庞大,引起的社会问题也很 多，例如，外劳犯罪率逐年增加、在我国散播 传染病等等。对此，国人对外劳的态度也各不 相同；有者要求减少外劳进入我国的数量或者 停止引进外劳；不过也有另一种观点则认为， 为了国家经济的发展，外劳是不可或缺的；无 论如何，跟据目前的实际情况得到了一个结 论，那就是我国目前的经济发展中还是离不开

内政部副部长拿督李志亮 Deputy Minister of Home Affairs Y.B. DATO' LEE CHEE LEONG

外劳，因此在政府在没有任何的选择情况之 下，只好继续引进外劳。

5年的外劳已有熟练技能，希望政府能延长让外 劳本地服务期限，以免面对外劳短缺问题。

不过在引进外劳的同时，政府会谨慎的批准外 劳进入我国的数量，以免造成外劳泛滥以及 引发连串的社会问题，其中严审聘雇外劳之 申请。除此之外，政府将委托 首相署经济策 划组进行一项研究，确定国内需要外劳的确实 数据；一旦调查完成，政府将会根据报告的数 据，为各个领域安排外劳人数的配额，以有效 控制外劳泛滥课题。

同时间，政府的另一项政策就是要引进国际熟 练以及高品质的劳工进入国内工作。政府目前 强制所有雇主在替外劳申请延长工作证之前， 必须接受能力鉴定课程，一旦获认为熟练的外 劳，才能获得延长5年的工作证。

在现有政策，政府仍允许各领域以一对一的方 式，填补外劳服务期满回国所留下的空缺。业 者在遣送旧外劳回国后，可重新引进外劳，惟 不能超过被遣送回国的外劳数目。 拿督李志亮指出，政府已在考虑是否延长外劳 服务期限，让有熟练技能的外劳继续逗留，解 决外劳短缺问题。

不过我必须强调的是对外劳过分依赖并不是长 远的解决方案。要确实的解决国内的人力资源 短缺问题，政府呼吁目前过度依赖外劳的领域 或企业应该以现代科技技术取代人力，就好像 公司运作电脑化，机械化，或者提供自我服务 等等，以减轻现在对外劳的倚重。 另外，政府双管齐下，在国内多间技术学校提 供职业课程，让学生可以学习并趁早了解本身 的兴趣，在选择本身的兴趣课程后，有关学校 将会安排学生们到各个部门进行训练。这是减 少对外国劳工的依赖的其中良方之一。

他说，政府当初决定限制外劳在马最长工作期 限为5年，然后必须遣送回国，很多行业指工作

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FOREIGN WORKER ISSUE

Over-reliance on foreign labour is not a long-term solution.The Government has urged the use of modern technology to replace manpower, such as computerized and mechanized operations, that could also provide the alternative of provide self-service etc.

Indeed, Malaysia is a country that lacks manpower and is heavily dependent on foreign workers in many economic sectors.

Currently, there are tens of thousands of both legal and illegal foreign workers in various industries in the country, particularly in the socalled 3D work, categorised as difficult, dirty and dangerous .

Deputy Home Minister Datuk Lee Chee Leong has pointed out that the phenomenon is common in Malaysia. The government has restricted the number of foreign workers to reduce employer’s dependency on foreign labour and to create more job opportunities for locals. However, the local people do not cherish this opportunity. The locals tend to shun jobs for reasons such as low pay, long working hours, labour intensiveness, and those deemed to be of 3D nature, though the work is critical to Malaysia’s economy. Hence, there is a shortage of domestic labour.

Having a large number of foreign workers in employment causes many social problems.

For example, the crime rate of foreign workers has been increasing every year , while there

continues the spread of infectious diseases and so on. In this aspect, the attitude of locals towards foreign workers varies. ; some have demanded the reduction of the number of foreign workers or to stop employing them, while others acknowledged that employment of foreign workers is essential and will benefit national economic development. Nevertheless, reality is that Malaysia’s current economic development is still dependable on foreign labor, so the government has no choice but to continue bringing in foreign workers.

At the same time, the Government is concerned about the number of foreign workers entering the country. and imposes strict considerations before approving their employment application, so as to also avoid the proliferation of foreign workers that may lead to a series of social problems. In addition, the Government will commission the Economic Planning Unit of Prime Minister’s Department to conduct a study to determine the actual amount of labour needed. Once the research is completed, the Government will make use of the data for effective distribution of labour in the respective industries to avoid the over reliance on foreign workers.

The existing government policy allows onetoone- replacement for manpower in all industries, in the event that vacant post arises from completion of service contract. Employers may hire a new foreign worker in the place of the deported foreign worker but are not to exceed the number of foreign workers who have left Malaysia.

Datuk Lee Chee Liong said that the Government is considering whether or not to

extend the period of foreign labour service, so that skilled workers can stay on, and this will alsoaddress the shortage in labour.

He added that the government had restricted the service period to 5 years for the foreign workers in Malaysia, and theymust return to their country after the period . However, many employers have pointed out that foreign workers have become skilled during their employment and hope that the Government can extend the duration of foreign workers for local services in order to avoid labour shortage.

Meanwhile, the other Government policy is to bring in more international high-quality skilled labour into domestic work. It is compulsory for foreign workers to to take an ability test when their employers apply for work permit extension. The foreign workers may obtain a work permit for more than 5 years once they have been certified as a skilled worker.

However, I must stress that the over-reliance on foreign labour is not a long-term solution.

The Government has urged the use of modern technology in company operation to replace manpower, such as computerized, mechanized, or provide self-service etc. to reduce the reliance on foreign workers.

Besides, the Government has set up a number of technical schools in Malaysia for vocational courses, so that the students can learn the essential skills and discover their interests early. After they have selected their preferred courses, the school will arrange for the students to undergo training at various departments. This is also an effective way to reduce the dependence on foreign workers.

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林建明 Lim Kean Beng LDP 家具广场执行董事 Managing Director of LDP Furniture Mall

隆雪家具企业商会副会长 Vice President of KLSFEA

家具广场概念， 一站式购物 “LDP家具广场就是集合不同的家具品 牌，打造一个舒适又方便的购物环境，再 加上地点的优势，更能吸引人流。” 谈谈LDP家具广场的概念。 LDP家具广场秉持一站式购买模式概念，把不 同的家具品牌集合在一起。举凡家里需要的， 从家具到装饰品，一应俱全。 一站式服务，既可以节约时间，又能得到很大 便利。由于本地的家具业蓬勃发展，家具广场 概念的产生也是大势所趋。 家具广场与一般零售店的不同之处。 LDP家具广场集合不同的家俱品牌，打造一个 舒适又方便的购物环境，再加上地点的优势， 更能吸引人流。

另外，家具广场广泛的广告宣传，提高品牌知

竞争。想要在行业中成为人人皆知的品牌，就

名度；相反的，家具零售店多只销售单一产 品，消费者往往得到好几间商店来买齐全部家 私，耗时费力。因此，零售店应考虑转型，才 能迎合市场的需求。

必须从广告宣传着手。大打品牌战略，以便提 升产品的知名度。

家具市场的前景。 我看好本地家具市场。家具业和房地产业息息 相关。随着国内房产业迅速发展，也带动着家 具业的发展。 国际家具市场的发展动向 国际家具市场的竞争激烈，产品竞争变成品牌

因为家具品牌太多，业者必须在报章杂志或电 视刊登广告，或利用网络媒体的影响力，以广 告塑造品牌，加深消费者对有关品牌的了解。 你怎样看待近年来中国和越南家具业崛 起所带来的冲击。 中国和越南家具业的发展非常迅速，丰富原料 资源和廉价劳动力，令他们占有优势。值得关 注的是，当地政府采取相关措施来促进家俱业

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发展。很肯定的，中国和越南家具业崛起给我 国家具业带来巨大的威胁。我希望我国政府在 政策上，也能辅助本地家具业。 你认为今后家具市场将会以哪种的销售 模式为主？ 今后的市场销售模式还是以消费者需求互相联 系。销售员的服务态度很重要，我们要先了解 消费者需求，并尽量满足他们。给消费者一个 舒适又便利的购物环境，消费者无论购买与 否，都会留下深刻印象。 请你预测未来两年的家具市场发展 会怎样？ 我认为，未来两年家具市场肯定更趋成熟。人们 的生活水平改善，对家具的要求也越来越高。 家具广场概念将会是市场发展的大方向。风格 不一的家具品牌集合在一起，提供从客厅、厨 房、浴室到卧室全套配套产品，给消费者缔造 全面的选择空间。

THE FURNITURE HUB WITH A ONE-STOP SHOPPING CONCEPT “LDP Furniture Mall brings various brands of different furniture together, creating a comfortable shopping environment that offers plenty of convenience. With the added advantage of its location, it can definitely draw huge crowds.”

Please elaborate on the concept behind LDP Furniture Mall.

The concept of LDP Furniture Mall is one that offers one-stop shopping by bringing all the various brands of different furniture together.

From furniture to decorative items, anything that is needed in the house can be found in the mall. This one-stop solution does not only help to save time, it also provides great convenience. The concept of the furniture mall is an offshoot of the rapid development trends in the local furniture industry.

What are the differences between LDP Furniture Mall and ordinary retail stores?

As I mentioned, the concept of the furniture mall is an offshoot of general development trends. LDP Furniture Mall brings various brands of different furniture together, creating a comfortable shopping environment that offers plenty of convenience. With the added advantage of its location, it can definitely draw huge crowds. In addition, the furniture mall has

sufficient budget to spend on advertisements and promotions so as to increase awareness of the different brands. On the other hand, retail stores usually adopt a family management model or sell only a single line of products, and one has to go to different retail stores to purchase all the household products separately. That means consumers need to go to many different places in order to purchase the complete furniture set, wasting time and effort in the process. Retail stores should consider changing their image by creating their own brands, so as to meet market demands.

What do you think about the prospects of the furniture industry?

I am optimistic about the prospects of Malaysia’s furniture industry. The furniture and property markets are closely related. As the local property market burgeons, it brings about development in the furniture industry as well.

The growing population and increase in home purchases also lead to a huge increase in the demand for furniture products.

What are the development trends of the international furniture industry?

Competition in the international furniture industry is very intense, with competition between products turning into competition between brands. In order to become a well known brand in the furniture industry, we have to leverage on advertisements and promotions to accentuate our brand strategy and enhance brand awareness. Out of the numerous brands of furniture in the market, industry players can establish their brand image by tapping on the influence of print commercials, TV advertisements and the internet media to enhance consumers’ understanding about the brand.

The furniture industries in China and Vietnam are developing at a tremendous pace, and they have a competitive edge with their rich resources and cheap labour. Their governments also adopt relevant measures to encourage the growth of their local furniture industries.

It is of certainty that the burgeoning furniture industries in China and Vietnam will pose a huge threat to Malaysia’s furniture industry. I hope our government can devise some policies to assist the local furniture industry.

In your opinion, what will be the main marketing model adopted by the furniture industry in future?

The future marketing model will be closely related to consumers’ demands. The attitude of a salesperson is very important. We need to understand consumers’ demands, fulfil them to the best of our abilities and provide consumers with a comfortable shopping environment that offers plenty of convenience. These will go a long way to leave a deep impression, even if they choose not to buy from you for now.

How do you predict the development of the furniture industry in the next two years?

I think that the furniture industry in the next two years will certainly be more developed.

As people’s living standards improve, they will have higher expectations for household furnishing. The concept of the furniture mall will be a reflection of the macro development trend in the market. With various brands of different furniture brought under one roof, this serves to provide the complete suite of products for the living room, kitchen, bathroom and bedroom, giving consumers more variety to choose from.

How do you view the threats posed by the burgeoning furniture industries in China and Vietnam in recent years?

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INTERVIEW 专访

得惟一解决方案是外销。经过各种挑战，终于 建立令消费者有信心的品牌。然而，这些年来 我们不曾放弃本地市场。 今天消费人的生活素质不断提升，对家具的品 味要求也随即提高。因此我们认为是适当时 机，在本地推出一站式服务概念，再将这个概 念推广至邻国，包括亚洲、欧美等。 一直以来Novel予人专注出口的形象，如 今欲将市场转移至国内，那你们是如何 打破这既定的印象？ 如何“ 打破” 这既定的印象？我认为用加强这 个讲法会比较适当。 诚如我说过，Novel 不曾放弃过大马市场。只 是之前在本地市场的占有率较少而已。目前大 马的家具出口业在世界排名第10位，更激励了 Novel在亚洲区域，尤其是在大马开拓另一个 新天地，祈望在未来的岁月里，Novel 这个家 具品牌更深入民间。

黄天才 Wong Thian Choy Novel Furniture 执行董事 Managing Director of Novel Furniture

家具零售业所面临的难题/挑战。 家具业日新月异，从业者必须要建立新的市场 策略，要拥有新的思维。以往的简陋门面已不 适用、样本式的销售方式已被时代摒弃。然而 在进行各方面的提升时，也意味着成本涨高。 那么该如何在成本调高、利润降低之间取到平 衡点呢？这是我们目前所面对的其中一个难 题。困难是存在，但不代表不能解决。 经济发展对家具零售业有什么影响？ 经济发展对家具零售业肯定带来正面影响。 国家不断向前迈进，人民的入息提高，购买 能力也相对提高。反之，缺少经济发展的推 动，不只家具业，我想其他各行各业也会成 为牺牲品。

隆雪家具企业商会副会长 Vice President of KLSFEA

一件家具， 一种生活品味 “现今是资讯时代，厂商们必须跟上时代转变的步 伐，生产要现代化，家具设计要跟上潮流，店面装 潢也要讲究。这才符合消费人的要求。” 请谈谈家具零售业目前的发展趋势。 家俱零售业在大马发展前景一片大好，特别是 2010年经济复苏，消费人越来越关注生活品 质，再加上我国首相拿督斯里纳吉提呈2011 年度财政预算案时，为大马定型为先进及高收 入国，对我国经济发展更有莫大助益。 现今的家具业比起过去30年有什么巨大 变化？ 在过往的30年，家具业是家庭式工业，市场需 求量有限，从业者的策略保守，以节省成本为

主。很多时候，从店面经营到载送服务等，都 是由一人包办。 现今是资讯时代，厂商们都必须跟上步伐，着 重于机器要现代化，家具设计要跟上潮流，店 面装饰也要讲究。这才符合消费人的要求。 过去，Novel一直都是致力于拓展国外市 场，现在是什么原因促使你回流投资本 地的市场？ 在创业初期，基于本地市场需求量小，我们觉

现在的人都拥有独特生活品位-家具业者 是否意识到这一股趋势的存在？ 家具原本就与生活品味息息相关，不论现在或 未来，从业者都应意识到这股力量。 现代人都拥有各自独特的生活方式，我认为只 要能提供一个市场感觉，让客户产生购买欲 望，家俱业者的市场还存着很大的潜能。 2010年即将结束，你预测明年的趋势会 是怎 样？ 我个人认为，每一个新的一年都是一个新的开 始。大多数从业者以往做法比较保守。然而当 今社会、人、事、物天天在变，家具业也不能 不例外。 家具虽然是人们不能缺少的生活用品，但其实 它真正涵意，却是一种艺术品，懂得了解家 具，是一种生活享受，它更是我们生活上密不 可分的伴侣。在人们越来越懂得掌握潮流时 尚、懂得享受生活时，家具业必定拥有更大的 发展空间。 另一方面，我呼吁政府在管理外劳方面，提供

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一个更全面的制度。无论外劳在本地的厂商担 任管理、技术式生产员工等，都给予合理的对 待及照顾。如果可行，不妨考虑调整外劳的人 头税，减轻业者负担。

sloppy layout of their stores and the notion of marketing furniture products as individual samples. Management operations must be upgraded and costs have to be increased accordingly. These are the problems which I can spot at the moment, though that does not necessarily mean that solutions are not available.

大马公民俱备语言优势，再加上本地运输等基 设完善，造就了我国成为得天独厚的发展基 地。放眼未来的5年，家具业将会是其中一个 最有市场价值的行业。

What is the impact of economic development on the furniture retail industry?

Economic development has a certain impact on the furniture retail industry. As a nation develops, the income of its people increases as well, leading to an increase in their purchasing power. Without the impetus of economic development, it is not just the furniture industry that would be affected, other industries would be jeopardised too.

A PIECE OF FURNITURE, A LIFESTYLE STATEMENT “It is now the information age.

Factories need to keep up with the pace of development and focus on the modernisation of their machinery. Furniture design should keep up with the latest trends and store furnishings must be elaborate.

Only then will it be possible to meet consumers’ demands.”

Please elaborate on the current development trend of the furniture retail industry.

The prospects of the furniture retail industry in Malaysia are promising. In 2010, the market has apparently recovered from the global economic downturn and consumers are once again concerned about their quality of life. In addition, Malaysia’s Prime Minister has recently announced a series of ambitious measures aimed at achieving nationwide increase in income by 2020.

When we first started out and set up our own factories, we realised that there would be an imbalance in sales and production levels if the focus was only on the local market. As demands in the local market were low, the only solution was to venture into overseas markets. After overcoming various challenges, we have established a brand that consumers have confidence in. Over the years, Novel has never given up on the local market. Now, as consumers’ living standards continuously increase, they start to have more discerning demands for household furnishing. Hence, Novel feels that it is time to launch our onestop solution concept in the local market and further promote the concept of such services to our existing customers in neighbouring countries, as well as other areas in Asia, Europe and America.

Compared to the past 30 years, what are the major changes in the furniture industry today?

Over the past 30 years, the furniture industry has adopted a family management approach.

Market demand has not been high and the business strategies adopted by industry players tend to be quite conservative as they mainly focused on cutting costs. In most cases, one person would be handling everything, from retail sales to delivery services. It is now the information age. Factories need to keep up with the pace of development and focus on the modernisation of their machinery. Furniture design should keep up with the latest trends and store furnishings must be elaborate. Only then will it be possible to meet consumers’ demands.

As Novel has always projected the image of being export-oriented, how do you intend to change this fixed impression that people have, now that you have decided to shift your focus back to the local market?

How do I intend to change this fixed impression? I feel that “enhancing the impression” would be a better choice of words.

As I have mentioned, Novel has never given up on Malaysia’s market. It is just that in the past, the local market occupied a smaller portion of our global market share. Currently, Malaysia’s furniture industry is ranked tenth globally. This has motivated Novel to break new grounds in the Asia region, especially in Malaysia. We hope that in the years ahead, Novel will become a household brand in the furniture industry.

In the past, Novel had been aggressively expanding overseas markets. Why have you decided to turn the tide and invest in the domestic market again?

Novel has established a corporate presence in overseas markets for a period of time.

What are the problems or challenges faced by the furniture retail industry?

The furniture industry is changing fast and industry players have to establish new market strategies and adopt innovative ways of thinking. Companies need to change the

Nowadays, people have their unique lifestyle pursuits. Have industry players noticed such a trend?

Home furnishing has always been closely related to lifestyle pursuits and industry players, whether they are existing enterprises or those who are going to enter the trade in future, should recognise such a trend.

Urbanites have their unique lifestyle habits.

I think that if we can create a certain vibe in the market, that will trigger consumption.

Companies in the furniture industry still have a lot of room for development.

Year 2010 is coming to an end soon.

How would you predict the trend for next year?

I personally feel that each new year is a new beginning. In the past, most industry players adopted a more conservative approach. In today’s society, people, things and events are constantly changing. The furniture industry is of no exception as well. Home furnishing is not just a necessity in everyone’s daily life, it can also be a work of art. When you can understand the essence of home furnishing, you would appreciate it as a form of lifestyle pleasure and a companion that reflects your taste in life. If consumers can learn to enjoy the art of home furnishing and home décor and keep up with the pace of fashionable trends, this will give the furniture industry greater room for growth and brighter prospects. I would like to appeal to the government to provide a more comprehensive system where foreign labour policies are concerned. All foreign workers in local firms, whether they are managers or skilled production workers, should be given proper treatment and attention. If possible, the government can also consider adjusting the levies for foreign workers. Malaysia’s multilingual advantages and the infrastructure present in the local furniture industry have shaped unique and favourable conditions that have made the country a good base for development. In the next five years, the furniture industry will be one of the industries with the greatest market value.

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INTERVIEW 专访

家具制造业 进入机械化 转型，是应对时代变迁的不二门 法。我国家具业制造程序 逐步改以 机械化，突破传统工艺框架！ 雪隆机械五金商会会长黄天保指 出，我国家具业在技术及 创意方 面，都拥有良好发展；而机械化将 能奠定家具的稳 定品质及生产速 度，令家具前景一片光明。

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黄天保 Ng Tian Poh 八达灵有 限公司 Syarikat Petaling Corporation S/B

八打灵机械公司背景 黄天保于1973年成立 八打灵机械公司。18年 后，这间以机械设备 制造加工为主的公司，成 功注册为一间有限 公司。 他说，历经20余年的艰苦创业，八打灵机械 有限公司的业务逐渐稳定，迄今拥有3间子公 司。它的设备精良齐全，从各国进口先进的锯 木、钻孔、研磨等完整木材家具加工设备，成 为一间将国内家具业走向机械化、品质化时代 的推手。

对家具业的看法 对于国内的家具业发展，黄天保乐观其成。 “ 家具业在技术及设计创意方面拥有良好发展 潜能。再加上我国拥有丰富原料资源，例如橡 胶木及木材，这是其它国家所欠缺的，令我们 占尽优势。” 他说，木材及树桐是最佳的家具制造原料。这 令业者不必完全依赖外国家具加工厂，只需在 国内就地取材，进行加工。“ 因此，业者只需 不断提升及改进制造技术与品质，马来西亚家 具王国将持续壮大。” 显而易见，家具制造业已进入快速发展时期。 原本以传统手工业为主的生产方式迅速向机械 化、自动化的工业化生产方式转变。以往，手 工很难割切的图案或形状，现在通过机械设 定，就能轻易达致要求。

对机械业的看法 八打灵机械有限公司所出产的自动及半自动 机械，也外销至印尼、泰国、越南及南非等 地。由此证明国内出产的机械，逐渐获得国 际认同。 黄天保说，无论在功能、品质及技术上，国内 出产的机械，其实不逊于国外机械。“ 值得一 提的是，相对于韩国、日本、欧洲进口的昂贵 机械，本地制造的机械，单单是在价格方面就 占尽优势，也更能迎合本地家具业的需求。” 我国地处热带，自然条件优越，森林资源极其 丰富，基于这一个原因，黄天保透露了公司未 来大计。“ 公司未来将会着重于木材家具加工 制造，善用天然资源的供应，以继续在国际市 场谋生存和发展。”

MECHANIZATION OF FURNITURE MANUFACTURING Malaysia’s furniture industry has always played a vital role in the country’s economic development.

However, with competition in the global market intensifying, the local furniture industry is also faced with tough challenges. As we look at the world now, countries with mature furniture industries have shifted the focus to industrialisation and mechanisation. To keep up with the pace of international tends, the local furniture industry needs to go beyond the framework of traditional craftsmanship and use modern processes, such as the manufacture of furniture products through mechanical moulds, to replace antiquated models.

Established in 1973 by Ng Tian Poh, who is also the current Chairman of Selangor and Federal Territory Machinery Merchants Association, Petaling Machinery has always been focused on the manufacturing of mechanical equipment and the relevant process technologies. Eighteen years later in 1981, this company had successfully transformed into a limited corporation. After more than two decades, all the hard work put into the entrepreneurial journey have paid off as Petaling’s business reaches a substantial scale today with three subsidiaries under its arm. Having imported the complete set of tools for the processing of timber furniture such as state-of-the-art saws, drills and abrasives from various countries, Syarikat Petaling Corporation S/B has the full range of cutting-edge mechanical equipment and is well geared up to promote the mechanisation and quality enhancement of the local furniture industry.

Ng Tian Poh remains optimistic about the development of the local furniture industry.

In his view, the local furniture industry has good potential for development and excellent prospects, whether it is in terms of technological

expertise or innovation capabilities in the industry. This is largely because Malaysia has a natural competitive edge with its repository of rich natural resources such as timber and rubber that other countries lack. He also said that Malaysia’s timber and logs would be the best natural materials for manufacturing furniture and industry players should make optimum use of such resources and have these materials processed in the country instead of relying on furniture processing factories in other countries. In addition, as long as we continue to improve and enhance manufacturing expertise and quality in the local market, Malaysia’s furniture empire would grow from strength to strength.

Whilst promoting the mechanisation of the local furniture industry, Syarikat Petaling Corporation S/B also produces its own automated and semi-automated machinery and exports them to countries such as Indonesia, Thailand, Vietnam and South Africa.

This goes to show that Malaysia’s machinery is gradually becoming recognised on the international stage. According to Ng Tian Poh, the machinery produced in Malaysia can be up to par with its foreign counterparts where functions, quality and technical capabilities are concerned. Compared to the expensive machinery imported from Korea, Japan and Europe, the machinery produced in Malaysia has a distinct cost advantage and it can also fulfil the needs of the local furniture industry.

As a tropical country, Malaysia is well blessed with an abundance of forest resources and plenty of geographical advantages. Thanks to this, Ng Tian Poh has his future plans for the company all laid out. He indicated that moving forward, Syarikat Petaling Corporation S/B would focus on the business of processing and manufacturing timber furniture and make best use of the supply of natural resources to ensure continued survival and development in the global markets.

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INTERVIEW 专访

曾小兰 沙巴家具公会 主席 President of Sabah Furniture Association

沙巴家具 业发展 “早期的沙巴家具业只生 产传统室内家具。到了90 年代，家具业者开始转型 生产户外家具，也出口家 具至海外，开拓国外的家 具市场。”

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沙巴家具公会所扮演的角色 沙巴家具公会已成立20周年。公会的宗旨为 团结沙巴家具业者，维护同业的利益。这些年 来，对家具业的卓越贡献如下： 引领同业发掘新市场，拓展业务。 组团赴中国台 湾地区考察，作技术交流， 吸取别人的优势和 经验来应对市场变化， 提升竞争力。 扮演一个 与政府沟通的重要角色，代表家 具同业，向政 府反映同业的心声和需求。 针对政府限制外劳 申请以及电流不足的问 题，向政府反映同业面 临的困境，以便争 取政府的协助。 沙巴家具业最具优势的地方。 沙巴拥有全世界面积最大的热带森林，天 然资源丰富，地理位置佳。除了天然森林 之外，沙巴也开展人工造林种植相思木 （Acacia）。沙巴生产的环保Acacia木的品 质良好，受欧洲国家承认。Acacia木适用于 制造户外家具、高级家具、地板、门框、厨 房台面等。 沙巴家具业所面对的挑战 沙巴家具业因面对种种的问题，牵制着家具业 的发展，对同业造成困扰。 第一，基本设施的不足 沙巴一直面对电流短 缺的问题，停电次数频 繁，导致家具工厂无 法完全机械化。家具业必 须雇用大批的工人 来制造家具，以应付市场上 的需求。 第二，沙巴的海运费用高昂 高昂的海运费， 直接提高原料成本。 第三，越南家具业的迅速发展，以低廉的劳力 及原料见称，出产价廉物美的家具，成为市场 新势力，对于沙巴业者不无冲击。 沙巴家具业的演变过程 早期的沙巴家具业只生产传统室内家具。到了 90 年 代 ，家 具 业 者开 始 转 型 生产 户 外家 具 ， 也出口家具至海外，开拓国外的家具市场。沙 巴家具需求量与日倍增，令家具业发展迅速， 很多西马名牌连锁家具店也纷纷过来抢滩。为 求生存，家具业者寻出路，比如专门承包酒店 家具、包办装修家居以及出口户外家具等等。

政府限制外劳数量，对家具业是否 有影响？ 人手不足是家具业一大隐忧，本地人没兴趣 做，外劳也不太愿意做。V鉴于政府政策，沙 巴州只允许雇佣印尼和菲律宾的外劳。现在政 府又限制申请外劳数量，对家具业而言，更是 雪上加霜。 沙巴家具业在运输方面所面对的问题。 目前，所有沙巴货船必须在巴生港口卸货， 再由海运公司以高价运到沙巴；同样地，沙 巴的货船也必须先运货到巴生港口，才能出 口货物。 这种外国-巴生港口-沙巴，或是沙巴-巴生港 口-外国的运输方式，造成的海运费极高。我 希望政府能正视问题，提升运输系统。

业提供了巨大的市场。另外，旅游业也带动 餐饮业的发展；各餐厅、酒楼都需要大量的 家具供应。 沙巴家具公会未来10年计划。 我们有天然资源及技术，使沙巴家具业在未来 发展占有一定优势。前提是，政府必须确保家 具下游工业，获得足够的原料供应。那么出口 的家具数量肯定大幅增加。 我们也希望政府，设立固打制，严管ACACIA 树桐出口国外的数量，以确保ACACIA树桐足 够供应本地制造商；优先保护本地工业，而不 是为赚取外汇而把树桐大量出口到国外。最重 要的是，政府应给予家具业者全力的支持和援 助，沙巴家具业才能稳健发展。

经济发展对沙巴家具业的巨大影响。 沙巴旅游业的蓬勃发展，酒店也如雨后春笋 般冒起。酒店家具需求量因此增加，为家具 KLSFEA 89

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DEVELOPMENT OF THE FURNITURE INDUSTRY IN SABAH “In the early days, Sabah’s furniture industry was only concerned about the production of traditional interior furnishing. By the 1990s, industry players shifted their focus to the manufacture of furniture for outdoor purposes, as well as the export of furniture to overseas markets and development of furniture markets in other countries.”

What is the role of Sabah Furniture Association?

Sabah Furniture Association has been established for 20 years. The mission of the association is to unite furniture industry players so as to safeguard the benefits of our counterparts. Sabah Furniture Association has played a leading role in encouraging fellow industry players to explore new markets and expand their business operations. The association also organises study trips to China and Taiwan. When our expedition teams are able to engage in an exchange of skills and learn from others’ strengths and experiences, they will be better equipped to cope with market changes and enhance their competitiveness.

Sabah Furniture Association also plays an important role in acting as the bridge of communication between Sabah’s furniture industry and the government. It represents furniture industry players and voices out their opinions, needs and difficulties, such as the government’s restrictions on hiring foreign labour and insufficient power supply, so as to solicit understanding and assistance from the government.

What is the greatest strength of the furniture industry in Sabah?

Sabah is home to the world’s largest tropical forest. It also has abundant natural resources and is blessed with an ideal geographical location. Besides the natural forest, Sabah has also embarked on an artificial afforestation plan to grow Acacia.

The environmentally-friendly Acacia wood produced in Sabah is of good quality and widely recognised by European countries.

Acacia wood is suitable for making outdoor furniture, premium furniture, flooring, door frames, kitchen countertops and other items.

What are the challenges faced by the furniture industry in Sabah?

The furniture industry in Sabah is faced with various problems that have affected the industry’s development and created difficulties for industry players. Firstly, due to poor infrastructure, Sabah has always encountered the problem of power shortages. Power failure occurs frequently, hence furniture factories cannot be completely machine-operated.

In order to cater to market demands, the furniture industry needs to hire large numbers of workers to produce the furniture. Secondly, freight charges in Sabah are very high and this directly leads to higher material costs. Thirdly, Vietnam has taken away a large part of the market share with the rapid development of its furniture industry, low labour costs and ample manpower supply.

Can you describe the evolution of the furniture industry in Sabah?

In the early days, Sabah’s furniture industry was only concerned about the production of traditional interior furnishing. By the 1990s, industry players shifted their focus to the manufacture of furniture for outdoor purposes, as well as the export of furniture to overseas markets and development of furniture markets in other countries. Following the rapid development of Sabah’s furniture industry, many furniture brands in west Malaysia made inroads into the Sabah market to establish

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chain stores here and fight for a slice of the pie. Industry players had to diversify and develop new markets specialising in hotel renovation, home furnishing and the export of outdoor furniture, in the hope of finding other business opportunities.

The government has imposed a quota on the hiring of foreign labour. Will this affect the furniture industry?

Inadequate manpower is a huge concern for the furniture industry. Locals are not interested in the jobs, while foreign workers are reluctant to join this industry. Due to government policies, Sabah is only allowed to hire foreign labour from Indonesia and the Philippines.

With the addition of the foreign labour quota imposed by the government, it worsens the current situation for the furniture industry.

What are the transportation problems faced by the furniture industry?

Currently, all the cargo ships travelling to

Sabah need to stop at Port Kelang to unload the goods, after which freight companies transport the goods to Sabah at high costs.

Similarly, cargo ships in Sabah must transport the goods to Port Kelang before the goods can be exported overseas. This has indirectly made freight charges very costly. I still hope the government can confront the issues pertaining to the port and shipping matters, so as to improve the transport system.

What is the greatest impact of economic development on Sabah’s furniture industry?

The tourism industry in Sabah is developing vigorously, directly causing a rapid increase in the number of hotels being built. As a result, there is an increase in the demand for hotel furniture which in turn creates a huge market for the furniture industry. In addition, the tourism industry also stimulates the growth of the catering industry, and these restaurants and hotels need a huge supply of furniture as well.

Can you elaborate on your tenyear plan for Sabah Furniture Association?

We have natural resources and skills which have given Sabah’s furniture industry certain advantages for future development. As long as the government can ensure an adequate supply of raw materials for the downstream furnitureindustry, furnitureexportswilldefinitely increase by a huge margin. We hope that the government can control overseas exports of Acacia logs, so that local manufacturers can still have an adequate supply of the logs. The government should safeguard the benefits of the local industry as its top priority, instead of exporting large quantities of timber overseas to reap profits. Most importantly, the government should render full support and assistance to industry players, so that Sabah’s furniture industry can enjoy stable development.

沙巴家具公会 SABAH FURNITURE ASSOCIATION Block C, Lot 21, 3rd Floor, Inanam Business Centre, Phase 1, Inanam, Sabah, Malaysia.

Tel: +6088-385 124 Fax: +6088-385 124 Email: sfamalaysia@gmail.com

2009-2010年理事会: 会长 President 曾小兰 Sharon Tsang Siu Lan 署理会长 Deputy President 周亚锦 Chew Ah Kam 副会长 Vice President 杨伟龙 Yong Wai Loong 秘书长 Secretary General 张德来 Chong Tet Loi

陈德闻 Tan Teck Boon 财政 Treasurer 张俊杰 Kelvin Chong Chun Kiat 秘书 Secretary 李山明 Lee Sun Ming 总务 Chief Steward

理事 Committee 叶志文 Justin Yap 吴津 文 Goh Kim Boon 徐亚 财 Chi Ah Choy 张永光 Andrew Chong 陈友 Chan Yeow 黄仲辉 Ng Cheong Hoo

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INTERVIEW 专访 施；到了今天，随着社会的进步，人们对生活 吴木炎 Goh Bok Yen 城市土地兼交通规划专家 Expert in Urban Landscape and Transportation Planning

质量要求也提高。人们不再满足居者有其所， 他们买的是居住环境优美和谐，追求一种生活 时尚，讲究生活质量。” “ 所谓的策略性地点，就是位置优越、环境优 美、交通便利、基建完善和现代化设施设备齐 全。你要策略性地点、好的生活环境，就得付 出更高价钱。因为有所供求，形成了今天房产 业价格高涨不下。年轻一辈需求和生活方式改 变，他们要的不再纯粹是一个的家，他们讲究 环境与时尚，对家的整个规划与室内设计的要 求也全面提升。” 近年来，因为外国财团及购买者，包括国人也 有能力购买高价房屋，导致我国的房地产不断 继续高涨。我国的房地产价格虽然高涨，但与 香港及新加坡房屋的每平方尺价格相比，仍是 属于十分便宜。 以往，发展商在很好策略性的地点兴建中价的 房产，为的是可以尽快把房屋销售出去。相反 的，今天好的地点已买少见少，发展商要在有 限的土地上获得最大的盈利，就要充分发挥地 理位置的优势。由于土地资源有限，加上土地 成本昂贵，屋价也顺势上涨。 衣食住行为生活基本所需，因此即便屋价高 涨，依然有着一定的市场需求，所以发展商并 不担心房屋卖不出去。市场也证明，位于良好 地段的高价房屋仍然好卖。巴生谷与吉隆坡范 围区的房地产市场已趋饱和，购屋者被迫转向 巴生谷外围地区，芙蓉、加影、士毛月或万扰 才能买到价格较低的房产。

房产， 买还 是不买？

“ 今天所谓年轻一批，刚刚想要置业，是站在

“15年前，买一间房屋是一个大学毕业生7年的 年收入；今天，买一间房屋是一个大学毕业生的 28年的年收入”。屋价涨得永远比薪水还快， 当下，屋价越炒越高，很多发展商兴建的各种房 屋，有多少人真的是买的起？

十字街头。该买还是不买？买了怕加重负担， 不买，担心日后房产价更高，到那时就更买不 起了。今天这个房地产涨价的趋势，你问我会 不会下降？我相信是不会。很多想要买房子的 人都说等这个产业泡沫破了再买，但要是泡沫 不会破，你又会失去一次买房子的机会。” “ 现在是不是置业的好时机？其实这个很难判 断 现在是不是置业的好时机。的确，今天房屋 发展的趋向，对于年轻人是一个很大的压力。 我仍然是觉得，他们应该考虑自己本身的经济 能力 ，量力而为，不要因为买了房屋而加重负 担。因此买房前应该全面估量个人现有资产和 支付能力，选择适宜房价水平的房子。” “ 15年前，买一间房屋是一个大学生7年的年

“ 15年前，买一间房屋是一个大学毕业生7年

炎认为，十多二十年前，人们要的是一个普通

的年收入；今天，买一间房屋是一个大学毕业 生的28年的年收入” 。屋价涨得永远比薪水还 快，当下，屋价越炒越高，很多发展商兴建的 各种房屋，有多少人真的是买的起？

家，一个安身的地方。对于房屋的由内至外的 设计并不讲究，要求的也只是最基本的需求。

有房才有家，房子对于大部分人来说代表的是 一份安全感。城市土地兼交通规划专家吴木

“ 20多年来，我看到两个不同年代的演变。 在中期，人们回到一个群居安全生活，生活方 式产生了很大的变化，因此造就公寓住宅的兴 起。公寓住宅除了设施齐全还有完善的保安措

收入；今天，买一间房屋是一个大学生的28 年的年收入。这样的一种那么大差距的收入情 况，年轻人怎么能支付得起买房的沉重负担？ 他们如果要买房子还要家长帮忙付首期呢！人 民收入成长追不上屋价飙涨速度是的的确确存 在的问题。” 吴木炎认为，每月还银行的钱不超过月收入的

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三分之一才是合理的，但是现在的情况是，有许 多人还房款和车款的比例都高达50%以上了，一 付就是10到20年以上。现代人生活开销渐渐扩 大，为了提升生活素质及享受，各种开销也更 多样化，最终陷入“ 钱不够用” 的窘境。 总而言之，买不买房产因人而异，但是，按照 目前的状况，不管是投资投机或买房来自住， 购屋者都要量力而为，根据自己的经济能力购 买合适的房产。

PROPERTY – TO BUY OR NOT TO BUY? “Fifteen years ago, the amount of money needed to buy a house was equivalent to a university graduate’s annual income accumulated over seven years. Today, buying a house requires 28 years of a university graduate’s annual income”. Property prices are always rising faster than income levels. At the moment, with property prices getting higher and higher, how many people can really afford to buy the spectrum of properties built by developers?

A home exists only if there is a house. For most people, a house represents a sense of security.

Goh Bok Yen, an expert in urban landscape and transportation planning, feels that 10 to 20 years ago, people only needed a typical house, one that could provide sanctuary for them. They were not fastidious about the interior or exterior design of the house, all they wanted was just the most fundamental necessity.

“Overthepast 20 years, Ihaveseentheevolution of two different generations. In the middle stage of this transformation, people returned to a peaceful, communal existence. Their lifestyles brought about major changes, hence resulting in the development of condominiums. These condominiums came equipped with complete amenities and sound security measures. Today, with continuous social progress, people are also demanding a higher quality of life. They are no longer just content to have a house to live in, they also wish to have a beautiful and harmonious residential environment. They are in pursuit of trendy lifestyles and quality of life matters to them.”

“A strategic location is one that is replete with geographical advantages, a picturesque

environment, transport accessibility, comprehensive infrastructure and the total suite of modern facilities. If you want a strategic location with a good living environment, you must be willing to pay more for it. It is due to such supply and demand dynamics that current property prices are skyrocketing. The needs of the younger generation and their lifestyles have changed. What they need is not just a home, they are also particular about their living environment and how it can accentuate their trendy lifestyles. When it comes to residential planning and interior design, they have higher requirements as a whole.”

In recent years, local property prices have been rising continuously due to the influx of foreign consortiums and purchasers, as well as the fact that Malaysians’ purchasing power has increased and they could afford costly properties. Although Malaysia’s property prices are rising, they are still relatively cheaper compared to Hong Kong and Singapore in terms of property price per square foot.

In the past, developers built reasonably priced properties in strategic locations in order to sell them off within the shortest period of time. By contrast, strategic locations are now limited and hence developers need to fully capitalise on the geographical advantages of each location so as to reap maximum profits from each plot of land. Limited land resources and expensive land costs have caused property prices to rise.

Food, clothing, transportation and housing are the basic necessities of life. Even if property prices are rising, there will always be a constant market demand for real estate.

Hence, developers are not worried that they would be unable to sell the properties. The market has also ascertained the fact that highly priced properties in strategic locations are still popular. The property markets in Klang Valley and Kuala Lumpur have reached a saturation point, and property buyers are forced to look for cheaper housing in the outlying areas of Klang Valley, Seremban, Kajang, Semenyih and Rawang.

“At present, the younger generation wishing to buy properties is caught in a dilemma. The question remains – to buy or not to buy? They are afraid that having a property will increase their burden. On the other hand, if they do not buy the property now, it will be even more unaffordable in future when property prices climb higher. In view of the current trend of increasing property prices, will we see a decline anytime soon? I believe we won’t.

Many people who wish to purchase properties are waiting for the real estate bubble to burst before doing so, but in case this does not occur, they will lose yet another chance to buy a house.”

“Is it a timely opportunity to buy properties now? In fact, it is difficult to determine if it is a timely opportunity now. The current property development trend has indisputably created great stress for the young generation.

However, I still feel that they should take into consideration their financial abilities and not bite off more than they can chew. Buying a house should not add to their burden.

Therefore, before buying a house, one should do a complete review of his/her existing assets and financial ability and choose a property that is reasonably priced.”

“Fifteen years ago, the amount of money needed to buy a house was equivalent to a university graduate’s annual income accumulated over seven years. Today, buying a house requires 28 years of a university graduate’s annual income. With such a vast difference in the income amount, how will young people be able to afford their own properties? The burden will be too huge for them to bear. If they wish to buy a house, they will even have to enlist their parents’ help in paying for the deposit! The slower rate of increase in national income in proportion to the skyrocketing property prices is a very real problem.”

Goh Bok Yen feels that instalments payable to the bank every month should not exceed one third of a person’s monthly income, in order for the amount to be reasonable. However, the actual situation in this day and age is that many people have to set aside more than half of their monthly income to repay their housing and car loans, and the repayment period ranges from 10 years to more than 20 years. The modern generation’s cost of living is gradually increasing and expenses have become more diversified, all in the name of enhancing the quality and enjoyment of life.

Ultimately, many urbanites find themselves in a predicament where money is never enough.

In conclusion, the decision to buy a property lies in the individual. However, judging by the current situation, buyers need to take into account their financial abilities before making the decision to purchase a property, whether it is for investment, speculation or residential purposes, so that they can have an asset which they can truly afford.

KLSFEA 93

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2:55:04 PM 1 1

pg80-107.indd 97

2/8/11 2:55:06 PM

家具，时尚艺术品

今天，人们开始慢慢的领会家具不再只是家具。家具已变成一种时尚 产品 ，摆在家里不仅实用，放着也可以是一件艺术品、收藏品。

白色的电视柜让你既不张扬又能体验到时尚！ - TV Cabinet Set by CROWN FURNITURE

选择坚固耐用的家具， 不让它轻易地被你淘汰。

- Outdoor Sofa by MERRY PRICE

- Shinto Side Table by MERRY PRICE

KLSFEA 98

pg80-107.indd 98

2/8/11 2:55:15 PM

高雅得体的沙发是客厅的灵魂， 点缀整体装饰风格，还体现出主 人独有的欣赏品位，它的舒适能 给客人一份宾至如归的意境。 - L-Shape Sofa by VONZA

您是否曾幻想过一个随意慵懒的周 末午后，暂时忘却喧嚣的世界，逃 离忙碌的工作，幽幽地小憩一刻?

- L-Shape Sofa by CROWN FURNITURE

- Sofa by FUTURE SOFA

KLSFEA 99

pg80-107.indd 99

2/8/11 2:55:21 PM

生活

每天都在变，所以，家不能一成不变。巧妙运用家里的每件家 具，把家具和空间融合在一起，每天都可以创造不同的幸福。

浅灰色布艺沙发简单不失流行。 - Sofa by DSM

黑白极简色调，打造现代主义风格家居，总给人一种不落流行的时尚气质，能给人带来安详与宁静，舒适与温馨。 - Bedroom Set by NOVEL

KLSFEA 100

pg80-107.indd 100

2/8/11 2:55:23 PM

这张现代时尚感十足的红色椅子， 让白色空间不单调。

华丽的高背双人沙发，高档的皮质保持了 身份的尊贵，犹如一张宝座，赐给家中的 女王。 - Jane Sofa by MERRY PRICE

- Chair by MERRY PRICE

舒适的床，是高品质 好睡眠的保证。

- eco Live by GOODNITE

- eco Sleep by GOODNITE

家具，除了可以点缀家居空 间，也可以看出一个人的生 活品味与性格。

- Bedroom Set by DECOR POINT (VONZA)

KLSFEA 101

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2/8/11 2:55:42 PM

现代

简约风格设计的家具加上一些创意元素后，变得 更加时尚化 ，也给人们的生活带来了无限的乐趣。

大气凛然的黑色皮革沙发，最能衬托高贵摩登的家居风格设计。 - Sofa by FUTURE SOFA

觉得生活毫无生气？在墙面贴上色彩鲜艳的墙纸，让整个房间充满朝气。 - Outdoor Chair/ Wallpaper by NOVEL

KLSFEA 102

pg80-107.indd 102

2/8/11 2:55:51 PM

倚在双人沙发上，细谈曾经走过的每个日子，原来幸福也可以如此简单。 - Sofa by FUTURE SOFA

根据需要组合沙发数量，如果累了还可以把脚跷起，舒服地欣赏节目。 - ALANA Sofa by DSM

家，是一个可以让人感到安 心的地方。工作一天回到自 己的温馨小窝，好好仔细回 味一下幸福的感觉。

- Sofa by VONZA

KLSFEA 103

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2/8/11 2:55:51 PM

时尚

现代人越来越注重个性化生活，而家具则是能让你把家居装点得更 摩登 时尚的工具之一，让这些时尚单品家具为你创造个性化家居。

家具的颜色和色调应该相协调，尽量采用同色系，让家具也成为主人展示自我风格的时尚元素。 - Living Set by NOVEL

创意家具，融入自 然与典雅之余，也 不失时尚特色。

- TV Cabinet Set by NOVEL

KLSFEA 104

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2/8/11 2:56:07 PM

鲜艳、抢眼的颜色和图案，代表着热情活力， 能让整个沙发区域耳目一新。 - Chair by MERRY PRICE

潮流时尚的家具即实用，也是 点缀家居的艺术品。 - Chair by MERRY PRICE

皮革沙发为您的家添上高贵摩登的氛围。 - Sofa by FUTURE SOFA

KLSFEA 105

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2/8/11 2:56:20 PM

饭厅

许多现代家庭中，饭厅往往取代客厅成为家 人彼此互动交流 的地点。

今天你和家人一起晚餐了吗？一家人聚在一起用餐， 你一言我一语，和乐融融。 - DIning Set by VIANI

CROWN FURNITURE • +603-3374 8642 • +6016- 228 5266 DSM • +603-7845 6919 • www.ds-m.com.my FUTURE SOFA • +603-3371 1076 • www.futuresofa.com GOODNITE • +603 3250 3333 • www.goodnite.com.my MERRY PRICE • +603-6156 4008 • www.merryprice.com NOVEL • +603- 6277 9024 • www.novelfurniture.com VIANI • +603- 7955 6094 • www.vianimobili.com

餐桌使是一家人聚集一起，以味蕾传达爱的桥梁。

VONZA • +603-8076 8163 • www.vonza.com.my

- Dining Set by NOVEL

KLSFEA 106

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I

EXHIBITION 展览

第3届马来西亚 家具及装 饰展销会

第3届马来西亚家具与装饰展销会 Malaysian Furniture and Furnishings Fair (MF3)

MALAYSIAN FURNITURE AND FURNISHINGS FAIR (MF3) 第3届马来西亚家具及装饰展销会 （Malaysian Furniture and Furnishings Fair 2010）于7月22日至25日，在吉隆坡城 中城国际会展中心盛大举行，87间著名品牌家 具厂商参与其盛，他们以“特惠价格、优质品 质”为特点，吸引6万5000名消费者到来参观 及抢购，短短4天，回酬率高达5000万令吉。

日期 ：2010年7月22日至25日 时间 ：10.30am-9.30pm 地点 ：吉隆坡城中城国际会展中心 展销摊位：160个 主办单位：马来西 亚吉隆坡暨雪兰莪 家具企业商会（KLSFEA） Date : 22 to 25 July Time : 10.30am – 9.30pm Venue : Kuala Lumpur Convention Centre (Hall 1 – Hall 5) Number of booths : 160 Organiser : The Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA)

KLSFEA 108

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MALAYSIAN FURNITURE & FURNISHINGS FAIR

种植及原产业部长丹斯里柏纳东博到各个摊位参观

主办单位设立“最佳摊位设计比赛”，参展商精心设计引人注目

模特儿穿上Batik服装走猫步

展销会由隆雪家具企业商会主办、马来西亚家

参与的展览商精心设计引人注目的摊位。

具及装饰展销会有限公司承办，邀请种植及原 产业部长丹斯里柏纳东博主持开幕礼，全场共 有160个摊位，展销最新颖的居家用品，提供 消费者一站式选择。

并由权威性的评审团来遴选赢家，最后由 Kubiq有限公司与Dans De设计有限公司脱 颖而出，赢得金奖。

为了增加吸引力，主办单位花费逾50万令吉进 行推广及宣传活动，参与的展览商都获得广泛 宣传，并同意这项展览会，帮助他们的品牌建 立广受欢迎的平台，以及提高他们的销量。 展销会的特点如下： 1. 到来观展及消费的公众，都可以获得精美纸 袋及限量版手机置放架，并且可以参加“ 参 观与赢奖” 活动，赢取总值2万令吉奖品。 2. 凡是在展销会消费500令吉（单张收据或 累积数据），都可以参加“ 购买及赢奖” 抽奖活动 ，赢取总 值超过20万令 吉奖品。 其中包括Chery Tiggo轿车（8万8999令 吉 ） 、 32 寸 及 42 寸 液 晶 电 视 、 名 牌 手 提 电 脑、I-Phone、I-Pod。 3.

主办单位也设立“ 最佳摊位设计比赛”

4. 为了把 迪家具装饰推广给商家及民众，展 销会上也举行8场精彩 迪服装表演，提供 一个平台让本地设计师推广他们的作品。 5. 除了服饰之外，以推广 迪为己任的爱心基 金会（PENYAYANG)也在现场设立柜台， 展示各种以 迪布打造主题家具系列，如窗 帘、被单、沙发套等，把文化色彩融入本地 家具业，创造更具大马特色的家具潮流。 6. 展览会上设有两场讲座：韩松 老师主讲 “ 未来企业赢在销售团队管理系统” 及 Roger Bugh老 师 主 讲 “ 零 售 业 务 -卓 越 销售方程 式” ，两位专家分享经验，今家 具业者及民 众获益不浅。 The Malaysian Furniture and Furnishings Fair (MF3) aims to bring together the entire furniture industry and provide a common platform to reward customers in appreciation of their

support. It offers different types of promotions for consumers, enabling them to purchase furniture at a great value. MF3 provides the much needed brand exposure and a brand marketing platform for furniture industry players, so as to attract more members of the public to be their customers.

The third Malaysian Furniture and Furnishings Fair 2010 was held in Kuala Lumpur Convention Centre from 22nd to 25th July. A total of 87 renowned furniture manufacturers and merchants participated in the fair. The attraction of the fair was the availability of premium quality furniture at a special price. As a result, it attracted a total of 65,000 visitors during the four days of fair and achieved a turnover of approximately RM50 million.

The fair was organised by the Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA) and managed by the Malaysian Furniture and Furnishings Fair Sdn Bhd (MF3). It was officially opened by Tan Sri Bernard Giluk Dompok, Minister for Plantation Industries and Commodities. With a total of 160 booths offering the latest furniture

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最佳摊位设计奖得主

“参观与赢奖”活动送出总值2万令吉奖品

“购买及赢奖”抽奖活动得奖者

柏纳东博（中）颁发证书给赞助商

and furnishing designs, it provided one-stop shopping convenience for consumers.

To enhance the appeal, the organiser spent a total budget of RM500,000 on advertising and promotions. All participating exhibitors enjoyed widespread publicity. The exhibitors unanimously agreed that the fair was an effective platform for them to enhance the popularity of their brand names and increase their sales revenue. There was even a lucky draw and Batik Fashion Shows held at the fair.

To encourage attendance from the general public, there was no entrance fee for the fair. Each visitor who registered his/her entry received a specially designed paper bag and a limited edition mobile phone stand. All of them even had the chance to participate in a “Visit and Win” contest and take home prizes worth a total of RM20,000.

In addition, consumers who spent a total of RM500 at the fair (whether the amount is on a single receipt or combined receipts) had the chance to participate in a “Buy and Win” lucky draw contest. The attractive prizes included a RM89,888 Chery Tiggo, 32” and 42” LCD TVs,

branded laptops, i-Phone and i-Pod. All the prizes were worth a total of RM200,000. The lucky winner for the grand price, the Chery Tiggo four-wheel drive vehicle, was Miss Lum Wai Kuen from Selangor. Her entry was drawn by Mr Richard Ko Liang Joo, the President of KLSFEA, from a total of 30,000 entries.

In the spirit of the fair, the organiser also held a contest for Best Booth Design Award, which aimed to encourage all participating merchants to set up specially designed booths to bring in the crowds. The Best Booth Design gold award was won by Kubiq Sdn Bhd and Dans De Design Sdn Bhd. In order to promote batik furnishings to businesses and the general public, there were eight sessions of exciting Batik Fashion Shows put up to showcase the works of our local designers. Besides batik fashion, there was also a counter set up by batik advocator Galeri Seri Endon to exhibit various batikinspired furnishings such as curtains, bed sheets, sofa covers, etc. In addition to providing visitors with the opportunity to appreciate the beauty of batik furniture, it also demonstrates how culture can be

“购买及赢奖”抽奖活动送出的Chery Tiggo轿车

blended into the local furniture industry to create furniture trends that are imbued with unique Malaysian characteristics.

The Batik Fashion Show drew lots of attention from visitors as models made their entrance with casual batik fashion pieces created by local designers.

The Batik Fashion Show was sponsored by Penyayang and jointly presented by MF3 2010 and World Batik Council. It was hoped that the introduction of batik to the furniture fair would enhance the choice of furnishings available to consumers.

There were also two seminars held at the fair. The first seminar, entitled “Systematic Management of Sales Teams – The Winning Formula for Future Corporate Development”, was presented by Mr. Han Yong Kwang and the second seminar, entitled “Formula for Exceptional Sales in the Retail Business”, was presented by Mr. Roger Bugh. Both furniture industry players and the general public benefited greatly from the sharing session given by these two experts.

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MALAYSIAN FURNITURE & FURNISHINGS FAIR

最佳摊位设计奖得主

WINNER FOR THE BEST BOOTH DESIGN AWARD of the house to the garden, from the kitchen to the paintings on the wall, all these elements are meant to showcase the perfect home and create a cosy and homely atmosphere for consumers. The complete set of furnishings and design also fits perfectly well with the trendy and artistic image that Kubiq has always portrayed.

Kubiq kitchen is an innovative and original concept. The concept of self-involvement has incorporated many elements similar to that of DIY. Through the measurement takings, planning, design, coordination with the suppliers and delivery arrangements, consumers are given the opportunity to be involved in the entire process of creating a kitchen. Of course, consumers do not have to go through the hassle of final installation.

金奖得主 72平方尺以上 Ms Lam Li Hua Kubiq Sdn Bhd

第几次参加MF3马 来西亚家具与装饰 展销会？ 这是我们第2次参 展。我们上一届参 展也同样获得最佳 摊位设计金奖。

这个概念不但可以帮忙消费者省钱，更可节 省时间。即使消费者没有很大的预算，也可 以拥有自己理想的厨房和橱柜。这样的DIY概 念给除了给消费者一种新鲜感还有参与制作 的乐趣。 参加MF3的优势 通过参加展销会，可以迅速建立公司的知名

展览摊位的设计 概念 温馨的家居是我们摊位的设计概念。从入口、 花园、厨房到手绘的壁画、呈现的就是 一个完 整的家，让消费者有宾至如归的感觉。 全套 布置与设计也符合Kubiq时尚又充满 艺术的形 像。 Kubiq拥有一个新颖且特别的概念：自我参与 概念（Self-involvement concept）。我们大 量采用DIY元素，让消费者可以全程参与制作 厨房的过程，从量度尺寸、策划、设计、与供 应商协调甚至到安排送货；最后的安装程序则 由我们负责。 如何吸引消费者？ 我们主要的卖点就是，我们的价格比市面 其 它 厨 房 品 牌 更 便 宜 。 而 且 新 颖 的 S elfinvolvement概念深受欢迎。

度。最重要的还是能吸引新客户，带来新 的商 机。 家具业未来前景看法 当然，我还是看好家具 业的潜质。房产业的增 长肯定能刺激家具业 的增长率。其实我觉得最 重要的是，教育消 费者相关资讯，提供他们更 多资料，让他们 更明白有产品的 优劣区别。 How many times have you participated in the Malaysian Furniture and Furnishings Fair?

This is the second time we are participating in the fair. We were conferred the Best Booth Design Award in the previous fair.

What is the design concept of your exhibition booth?

The design concept of our booth is the creation of a heartwarming abode. From the entrance

How do you attract consumers?

Our main selling points would be our reasonable prices and the innovative concept of selfinvolvement. In comparison to other brands of kitchen furnishings in the market, our prices are relatively cheaper. The concept of selfinvolvement is one that helps consumers to save both money and time. Even with budget constraints, consumers are able to have their ideal kitchens and cabinets. Besides providing novelty to consumers, this kind of DIY concept allows them to enjoy the production process as well.

What are the advantages of participating in MF3?

By participating in this fair, we can build up our company’s reputation in a shorter period of time. Most importantly, it can attract new customers, which in turn brings about new business opportunities.

What is your view about the future prospects of the furniture industry?

Without a doubt, I am still optimistic about the potential of the furniture industry. The growth of the property market can lead to an increase in consumption in the furniture industry. When consumers purchase houses, they will need furniture to furnish their homes. Besides, I think it is crucial that consumers are kept informed about the relevant updates. With more information, they can have a better understanding of the products they wish to purchase.

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第几次参加MF3马来西亚家具与装饰展销会？ 我们每一年都有参加，这是第3次参展，获得 最佳摊位设计银奖。 展览摊位的设计概念／特色

银奖得主 72平方尺以上

Alex Chan Rozel Corporation Sdn Bhd

这次的展览摊位设计概念是走摩登路线。 参展的原因 我们 主要是要树立 公 司形象和宣传公 司产品，让更多人 认识Rozel品牌。 这次我们主要是推 介Rozel沙发品牌 文化及优质产品给 消费者。我们公司 有各种系列产品， 例如Rozel Gold高 档皮革沙发，豪华且高贵。Rozel Lifestyle的 价格大众化，设计简单但不失华丽。我们在展 销会展示自己的产品，让消费者能增进对产品 素质的了解，而且也可以在短时间内与客户建 立关系。 如何吸引消费者？ 我们的目标是，消费能力 较高的顾客群。我们 会在展销会期间推出优 惠配套，售价会比门市 便宜。只要消费者把 握这难得的机会，就能买 到品质好且价格合 理的产品。 参加MF3的优势 MF3在各大媒体大肆宣传，吸 引了州内外消费 者到来选购，令参展商获益不 少，能够在短短 数天内，接触到一定数量的 顾客；这绝对是门 市所不能比拟的。 家具业未来前景看法。 我国家具业出口量全 球排名第十，证明我国家 具在国际上深受欢 迎。我相信配合适当宣传策 略，更广泛宣传 马来西亚家具品牌，本地家具 业前景肯定看 涨。 lHow many times have you participated in the Malaysian Furniture and Furnishings Fair?

We participate every year. This is our third time and we have managed to win the Best Booth Design Silver Award.

What is the design concept or unique characteristics of your exhibition booth?

This time, we have adopted the trendy approach in our design of the exhibition booth.

What is your reason for participating in the fair?

Primarily, we want to establish our company’s image and promote our company’s products.

We wish to create greater awareness of the Rozel brand name and communicate the information about our company’s products to

consumers. This time, our main objective is to promote the brand culture behind Rozel’s sofa series and the premium quality of our products. Our company has many series of products. One would be Rozel Gold, our high-end leather sofa series that is luxurious and classy. Another would be Rozel Lifestyle, our mass market series that features more reasonable prices and simpler designs without compromising the elegant feel. By showcasing our products in the exhibition fair, we can let consumers have a more direct and better understanding of the quality of our products. It also enables us to establish good relationships with our clients within a short period of time.

How do you attract consumers?

We target consumers with higher purchasing power. In fact, during the exhibition period, we always offer promotional packages that have comparatively lower prices than those offered in our stores. Consumers can purchase premium quality products at a good price if they are able to take advantage of such a rare opportunity. Promotional offers are available and the prices are cheaper than those in our stores.

What are the advantages of participating in MF3?

As MF3 has been widely publicised through newspapers and the main media channels, it has attracted many consumers from other states of Malaysia. Like us, many participating companies in the exhibition have also benefited from this. Besides creating greater awareness for our brand, we are able to attract new customers and identify potential customers through this exhibition fair. Within the short duration of four days, the number of

customers we interact with is greater than that on a normal basis.

What is your view about the future prospects of the furniture industry?

Malaysia’s furniture industry is ranked tenth globally. It has certain popularity in the international market. When people wish to purchase furniture, they will think of Malaysia, which goes to show the promising prospects of Malaysia’s furniture industry. With the leverage of suitable publicity strategies, Malaysian brands can be widely promoted in the international market. I am positive our local furniture industry will be able to scale greater heights.

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MALAYSIAN FURNITURE & FURNISHINGS FAIR

铜奖得主 72 平方尺以上

第几次参加MF3马来西亚家具与装饰展销会？ 这是我们第2次参展。 展览摊位的设计概念 我们一直都是贯彻室内家具 摆设概念（total home concepts）。从客厅、饭 厅、卧室的家 具，到我们的陈列室，甚至这次的展 位，我们 都配搭好全套家具供消费者参考及选择 。我们 的专业团队，将提供最佳意见给消费者。 如果 他们喜欢我们的设计概念，可以购买全套 家 具，省却自行购买及搭配的麻烦。

Mr KL Wong Novel Furniture Sdn Bhd

如何吸引消费者？ 其实我们参展，不只是为了销售 量。我们主要 是塑造品牌，擦亮招牌，让公众知 道，原来我 国拥有一间俱备国际水准的家具店。 我们深信 消费者眼睛雪亮。我们提供最贴心的服 务，由 他们去感受及选择。 参加MF3的优势 MF3提供我们一个建立品牌的平台 。通过MF3， 可以让更多消费者认识我们的品牌。 家 具业 未 来 前 景看法。 本 地家 具 业 还 有 极大 发 展 空 间 。现 在 生 活 水 准提 高 ， 人 们 对生 活 品 质 的 要求 也 越 来 越 高。 他 们 逐 渐 意识 到 ， 家 具 也可 以 是 一 种 时尚 ， 不 再 会为了买家具而买家具，而是慢慢学习享受家 具。外国人把家具当成一种时尚，一年换两、 三次家具，不同的节日或活动也会换家具。因 为市场需求量大，所家具业前景会越来越好。

How many times have you participated in the Malaysian Furniture and Furnishings Fair?

This is our second time participating in this fair.

What is the design concept of your exhibition booth?

Our company has always been promoting total home concepts. Whether it is the layout of our exhibition booth or the design concept of our showroom that features a sample living room, dining room and bedroom, we will set up the complete suite of furniture for consumers’ reference and selection. Our professional team will also be around to provide their views and opinions. For instance, we will have wellcoordinated living room furniture such as the sofa, coffee table, carpet and wall paper and

if this is to the liking of the consumer, he/she can choose to purchase the complete set of furniture for his/her house.

How do you attract consumers?

Our purpose of participating in the fair is not just to boost our sales volume, but to promote our brand, in the hope that more people will be aware that Malaysia actually has a local furniture store with high international standards.

Furthermore, I believe that consumers have fair judgement and they will be able to personally experience the dedicated services we provide and make their selection accordingly.

What are the advantages of participating in MF3?

MF3 provides us with a platform to build our brand. Through this fair, we can reach out to more target audience and let them have a better understanding of our brand.

What is your view about the future prospects of the furniture industry?

Actually, the local furniture industry still has plenty of room for development. With the higher standards of living today, people have higher expectations about the quality of life.

They understand that furniture is not just a necessity item, it can also reflect one’s personal style and enhance aesthetical enjoyment. Foreigners view furniture as part of a fashionable trend and change their furniture two to three times a year or when there are different occasions or events. Due to the huge demand for furniture in the market, the future prospects of the furniture industry will be promising.

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EXHIBITION 展览

马来西亚出口家具展 EXPORT FURNITURE EXHIBITION MALAYSIA (EFE) 无可否认，全国家具同业都需要一个注重效

2 0 1 0 年 ， E FE 在 3 月 3 日 至 7 日 于 马 来 西 亚

率，价格合理，宣传广泛及各个方面都获得发 展机会的家具展览会。马来西亚家具同业联合 总会凭着过往对国际家具展览会丰富的经验与 具有系统及组织性的管理单位，毅然肩负起此 重任，带领本地家具同业一起飞跃国际舞台， 呈现一场崭新的家具展览会。

雪 兰 莪 州 沙 登 农 业 博 览 园 （ Malaysia Agro Exposition Park Serdang，MAEPS）圆满举 行。马来西亚雪兰莪州沙登农业博览园是位于 马来西亚首都规模最大、设施最完善的全新国 际展览馆，设有6个展览馆，展出空间总面积 高达18万平方米。

EFE家具展的诞生，为家具业者提供无限的海 外商机，也让业者拥有一个良好的出口市场销 路趋向。同时，EFE 也是家具出口商及海外买 家的交易终端，是目前国内兼具专业性和代表 性的出口家具展。

EFE 2010有超过400家国内外的家具制造商、 出口商和供应商参展，并成功吸引11959位海 内外买家到此参观与采购，估计销售总额达5 亿马币。

EFE 2010是国内规模最大的家具展会之一， 展会内容丰富，包括展览展示、交易洽谈、讲 座会、信息发布、评奖、颁奖、家具业合作交 流等活动，已成为家具业先进实用技术成果展 示、交易和推广为主的国际家具业盛会。

在各大优越条件的配合之下，EFE 2011将是 企业投资未来、开拓市场的难得机遇，潜存着 巨大的商机，必能为家具业者的未来写下新 页，让家具业更上一层楼！

Undeniably, the nation’s furniture industry needs a furniture exhibition fair which focuses on efficiency, reasonable pricing and opportunities for development in various areas, replete with widespread publicity. With a wealth of experience in international furniture fairs, as well as systematic and organised management, the Malaysia Furniture Entrepreneur Association (MFEA) takes on this important role, leading the local furniture industry towards the international arena as it unveils an all-new furniture exhibition fair.

The birth of the Export Furniture Exhibition (EFE) provides infinite overseas business opportunities for entrepreneurs in the furniture industry and allows them to leverage on good marketing trends for the export market. At the same time, EFE serves as the terminal point for transactions between furniture exporters and overseas buyers, living up to its name as

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the professional and iconic furniture exhibition organiser that connects Malaysia to the rest of the world.

EFE 2010 is one of the largest furniture exhibition fairs in Malaysia. The exhibition was rich in contents, including exhibition displays, commercial interactions and negotiations, seminars, information flow, award and prize presentation, collaborative exchanges in the furniture industry and other activities. EFE has become an international mega event for the furniture industry, as it serves the main objectives of showcasing and promoting the results of advanced technology used in the furniture industry and enhancing communication in this sector.

From 3 to 7 March 2010, EFE was successfully held in Malaysia Agro Exposition Park Serdang, an all-new international exhibition

hall in Malaysia with the most complete amenities on the largest scale as well as six exhibition halls spanning a total display area of 180,000 square metres.

Over 400 local and overseas furniture manufacturers, exporters and suppliers participated in EFE 2010, an event that had successfully attracted 11959 overseas and local buyers. With all the visits and purchases made, total sales figures are projected to reach RMB500 million.

With the combination of various advantageous conditions, EFE 2011 will present plenty of opportunities for companies to explore future investment prospects and the development of new markets. This is a rare opportunity to elevate the furniture industry to greater heights and open up a new chapter for industry players.

EFE 2011 日期: 3rd March to 7th March, 2011 地点: 马来西亚雪兰莪州沙登农业 博览园 (Malaysia Agro Exposition Park Serdang，MAEPS）

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马来西亚出口家具展（EFE）

EXPORT FURNITURE EXHIBITION MALAYSIA (EFE)

Step Furniture Manufacturers Sdn Bhd 2nd Prize - Best Booth Competition (Bare Space - above 151sqm)

Hottrax Furniture Trading Sdn Bhd 2nd Prize - Best Product Competition (Living Room Category)

Yew Hong Sofa Products (M) Sdn Bhd 3rd Prize - Best Product Competition (Living Room Category)

隆雪家具企业商会组织40名理事及会员公司， 参与2010年马来西亚出口家具展（EFE）；参 展总面积约6万9354平方公尺，占总面积（18 万平方公尺）的38.53%。

除了隆雪外，大马其余州属家具业者也积极 参展，以借此机会来开拓市场的难得机遇， 为家具业者的未来写下新一页，令家具业更 上一层楼。

该展吸引了超过1万名买家，其中以东南亚为 主，占43%，余者依序为非洲（11%）、欧洲 （10%）、 中东（10%）、美 国 （9%）、澳 洲及大洋洲（9%）及其它亚洲国家（8%）。

40 companies, comprises of members of KLSFEA participated in the Malaysia Export Furniture Exhibition 2010 (EFE), taking up to 69,354 square meters (38.53%) out of the total exhibition area (18 million square meters).

值得一提的是，本会理事叶源至的公司Alpha Sofas (M) Sdn Bhd，以美轮美奂的设计，荣 获该展最佳摊位奖。

The exhibition attracted over 10,000 buyers, with Southeast Asia accounting for 43%, followed by Africa (11%), Europe (10%),

Middle East (10%), United States (9%), Australia and Oceania (9%) and other Asian countries (8%).

Alpha Sofas (M) Sdn Bhd, the company of KLSFEA member, Mr. Yap Guan Chee, won the Best Booth Design Award for it beautiful booth design.

Besides KLSFEA, other industry players in Malaysia from different states also participated, taking the opportunity to develop the furniture market and bringing it to a higher level.

隆雪家具企业商会理事及会员公司兼EFE参展商 EFE Exhibitors are also Members of KLSFEA No.

公司名称 Company Name

No.

公司名称 Company Name

1

Alpha Sofas (M) Sdn Bhd

21

Huts Furniture Sdn Bhd

2

Arise Furniture Sdn Bhd

22

I.B Sofa Sdn Bhd

3

Bagus Curtain Sdn Bhd

23

IS Home Furniture Manufacturing Sdn Bhd

4

Caccina Sofa Manufacturer (M) Sdn Bhd

24

Isella Sofa Design Sdn Bhd

5

Care Coilis Sdn Bhd

25

Khoon Yu Furniture Sdn Bhd

6

CWP Furniture Sdn Bhd

26

Kimmark (M) Sdn Bhd

7

DL Sofa Sdn Bhd

27

Living Divani (M) Sdn Bhd

8

Dynamic Furniture Industries (M) Sdn Bhd

28

Gio-Luzini Sdn Bhd

9

East Wood Sdn Bhd

29

Meditex Industries Sdn Bhd

10

Endeavour Trading Sdn Bhd

30

Mix Factor Sdn Bhd

11

Eukenco Furniture Trading Sdn Bhd

31

Pellitalia Living Sdn Bhd

12

Even Sofa Manufacturing Sdn Bhd

32

Perabot Bahagia Sdn Bhd

13

Fiori (Malaysia) Sdn Bhd

33

Step Furniture Manufacturer Sdn Bhd

14

Getha Weifong Industries Sdn Bhd

34

Tai Lee Industries Sdn Bhd

15

Goodnite Enterprise (M) Sdn Bhd

35

Tawei (M) Sdn Bhd

16

Green Dragon Wood Products (M) Sdn Bhd

36

Top Range Furniture Sdn Bhd

17

Green River Wood & Lumber MFG Sdn Bhd

37

Wyser Furniture Sdn Bhd

18

Hottrax Furniture Trading Sdn Bhd

38

Yew Hoong Sofa Products (M) Sdn Bhd

19

Hotwin Furniture Sdn Bhd

39

Zolana Design Sdn Bhd

20

Hup Chong Furniture Sdn Bhd

40

Eng Lian Import & Export Trading Sdn Bhd

KLSFEA 116

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EXHIBITION 展览

英国家具市场

UK FURNITURE MARKET

2012年伦敦奥林匹克运动会-英国 经济的“ 王牌” ！

家具市场趋势： 资料来源：www.idealhomemagazine.co.uk

资料提供：UBM（主筹全球75个展销会）

历年来奥运主办国皆能名利双收，身为2012年 奥运东道主，英国的经济将突飞猛进，预期能 带来下列傲人成绩： 2011年将获9亿5000万美元投资额 7万 5000份基本设施合约（infra-structure contracts） 奥运选手村将兴建8万至10万 间酒店房间， 外围地区则增建1万7000酒 店房间 蓬勃的发展，意味着家具产品需求 量骤增！ 奥运在两年内（2010-2012）提 升2.5%国 内生产总值（GDP）

1. 节省空间：L型沙发及多层次厨柜等家具 受欢迎，因为人们能够善用有限的空间 2. 时下最流行的颜色：红、紫、蓝、灰及黄 3. 主要用料：皮革、 钢板、羊毛及绵花 4. 翻新家具： 没有能力购买新家具的消费

5.

6.

英国2010年室内装修市场 英国室内装修市场总值约100亿英镑

其

中 22 . 4 亿英镑 是标工 市场（ contract sector），占室内装修的29% 超 过 50 % 的 2009 年英国伯明翰家具展买 家，来自酒吧、酒店、餐馆及其它 总结 2009年该家具展的买家，14%是大量采 购者 ，35%是中价产品及27%是中上价产品 2012 年奥林匹克运动会，预料会带动娱乐业 过 去两年，英国的赌场从原有的27间增加 至144间 餐馆业总值约210亿英镑

7.

8.

9.

者，瞄准翻新家具。同时复古及仿古家具 也深受欢迎 灯：灯已不是家具装饰的附属品。消费者 逐渐爱上超大型的灯，超多的水晶及玻璃 的繁复造型，凸显个人品味 环保家具：消费者越来越注重环保。家具 的原料及生产过程成为他们选择购买的其 中一项条件 调剂心情：浅色及单色家具，发挥调剂心 情作用 墙纸：款式多变的墙纸，起着画龙点睛的 作用 厨柜：多用途及多变化的厨柜

10. 最受欢迎的家具零售店：John Lewis, Marks & Spencer, Habitat & smaller independents

2008/2009年度的盈利超过1亿英镑 全英国 拥有35个分销处 2. Marks & Spencer's 在英国拥有7万5000名 员工 全英国共600个分销处 全球超过 2000个供应商 2008/2009净利为91亿英 镑 国际营业额在2008年至2009年间增加 26% 3. Sainsbury's 2008年至2009年之间，零售营业额增长2 亿英镑（约 5%） 全英国拥有5万名员工 全英国拥有13间分销处，共占地5万平 方米。

如何开通英国之门 经由当地分销商，把产品推出市场 直接与零售 商交易 委任代理商，在销售产品之余，也可寻 找更 多潜质客户 在当地开设本身的办公室， 直接与消费者 接触 详情请参考： 英国贸易与投资网站 www.uktradeinvest.gov.uk 及www.itpc-nec.com

成功的零售业例子： 1. John Lewis John Lewis在全英国拥有6万9000名职员 KLSFEA 117

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重头戏-英国伯明翰家具展 日期: 2011年1月23日至26日 地点： 英国伯明翰国际会展中心 展会周期： 每年一届 展品范围 ： 家具及配件类

展馆 Hall

展品 Exhibits

面积（平方公尺）Hall area (Sqm)

Hall 1

高级装饰艺品与布料

8,559 sqm

Hall 2

展会简介：

Hall 3

英国伯明翰家具展是英国历史最长的家具展销

Hall 4

会。自1992年开办以来，成为英国传统与现代 家具最大型的贸易展，与拥有53年历史的“ 英 国曼彻斯特展” 并驾齐驱。 2010年的展销会于1月24日至27日举行，只供 专业买家入场选购及参观。 它占地约5万4400平方公尺，约526名来自世 界25个国家的参展商，包括比利时、巴西、中 国、捷克、丹麦、法国、德国、香港、印度、 意大利、马来西亚、荷兰、波兰、爱尔兰、新 加坡、南非、西班牙、瑞典、土耳其、美国及 越南。 家具业是欧洲地区最重要的产业之一。各国在 资源和人力的投入甚深。专家预测今后欧盟将 是全球最大的家具制造中心及进口地区。 英国及其周边地区是世界时尚之源泉，其国际 的最前卫时尚风格引领时代的潮流。参加此展 会将会为展商及买家，提供一个最直接的交流 和发展平台。

英国伯明翰家具展的优势： 1. 英国最大型及最重要的家具交易平台 2. 超过2万5602名专业买家前往2010年伯明 翰家具展 3. 超过1700名买家来自欧洲主要经济强国： 法国、德国、西班牙、葡萄牙、波兰、意 大利 4. 75%的英国买家，不会再参观其余家具展 来“ 货比三家” 5. 展销会之前及之后，以及展销会期间皆有 覆盖层面广泛的宣传活动 6. “ 全年无休” 的市场策略 7. 弹性参展配套，令参展商获取最大利益 8. 与新客户接触的最佳途径，也是新公司打 入英国市场的踏脚石

LONDON 2012 OLYMPIC GAMES THE UK ECONOMY “TRUMP CARD”!

Hall 5

Hig-grade decorative arts and fabric

现代化家具

6,114 sqm

Modern Furniture

灯饰与家具装饰

9,446 sqm

Lighting and furniture

客厅家具

11,617 sqm

Living Room Furniture

床垫、床褥、橱柜等 Mattresses, cabinets and other

15,471 sqm

2012 Olympics, the British economy will also improve by leaps and bounds and is expected to produce impressive results: In 2011, USD 50 million in 900 million investment 7 million 5000 infrastructure contracts (infra-structure contracts) Olympic Village will be built with 80,000 to 100,000 hotel rooms with an additional 17,000 hotel rooms in the outlying areas The robust development meant that there will be a surge in demand for furniture!

The Olympic Games in two years (20102012) will increase 2.5% of gross domestic product (GDP)

BRITISH INTERIOR DECORATION MARKET IN 2010 The English renovation industry is worth about GBP 10 billion GBP 2.24 billion came from the standard work market (contract sector), accounting for 29% of interior decoration More than 50% of the 2009 Birmingham Furniture buyers were from the F&B line dealing with bars, hotels, restaurants and other Summary of the 2009 Furniture buyers -14% made bulk purchases, 35% for products of mid-range pricing and 27% for high-end products The entertainment industry is expected to flourish with the arrival of the2012 Olympic Games Over the past two years, the number of casinos in the United Kingdom has increased from 27 to 144 The restaurant industry is valued at about GBP 21 billion

Information provided:

FURNITURE MARKET TRENDS

UBM (main chip in 75 trade fairs)

Source: www.idealhomemagazine.co.uk

Olympic host country has gained fame and fortune over the years and as the host of the

1. Space saving: L-shaped sofa and multilayered kitchen cabinets and other furniture

2.

3.

4.

5.

6.

7.

8.

9.

are popular because it makes the most out of limited space The most popular colours are: red, purple, blue, grey and yellow Main materials: leather, steel, wool and cotton Refurbishment of furniture: this will attract consumers who cannot afford to buy new furniture. At the same time, retro and antique furniture has also gained popularity Lighting: Lights are no longer just accessories to complement furniture.

Consumers gradually took a keen interest to oversized designer lamps and intricately designed lamps of crystal and glass, as a sign of their individuality Green Furniture: Consumers are increasingly environmentally conscious.

The materials and the production process, have become one of their conditions for making a purchase.

Mood Enhancement: light coloured and single hued furniture helps to lighten the ambience Wallpaper: The ever-changing designs of wallpaper available to consumers, helps to add the desired finishing touch Kitchen: multi-purpose cabinets and cabinets that allows flexible fixtures

KLSFEA 118

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THE ADVANTAGES OF BIRMINGHAM FURNITURE:

10. Most popular furniture stores: John Lewis, Marks & Spencer, Habitat & smaller independents

SUCCESSFUL UK RETAIL STORE 1. John Lewis John Lewis in the UK with 69,000 employees Profit for the year 2008/2009 is more than GBP 100 million 35 distributors throughout the UK 2. Marks & Spencer’s 75,000 employees in the UK A total of 600 distributors throughout the UK More than 2,000 suppliers worldwide GBP 9.1 billion net income in 2008/2009 International sales increased by 26% from 2008 to 2009 3. Sainsbury’s Between 2008 to 2009, retail turnover grew by GBP 2 billion (about 5%) 50,000 employees across the UK All 13 outlets in the United Kingdom have a total area of 50,000 square meter.

HOW TO OPEN THE DOOR TO THE UK Through local distributors to market the product Direct transaction with retailers Appointment of agents, to increase sale of products, and expand customers base.

Set up a local office and establish direct contact with consumers Please refer to: UK Trade & Investment website www.uktradeinvest.gov.uk & www.itpc-nec.com

MAIN EVENT - BIRMINGHAM FURNITURE Date: 2011 January 23 to 26 Locations: Birmingham International Convention and Exhibition Centre Exhibition Frequency: Annual Exhibits: Furniture and Accessories

1. Britain’s largest and most important furniture trading platform 2. More than 25,602 professional buyers came to the Birmingham Furniture Fair 2010 3. More than 1,700 buyers from the major European economic powers: France, Germany, Spain, Portugal, Poland, Italy 4. 75% of the UK buyers will not visit exhibition of Furniture for ‘ browsing’ as they come prepared with their requirements 5. A wide range of promotional activities are arranged pre and postexhibition 6. Marketing strategies for the year throughout 7. Flexi facilities are available at the exhibition venue, to the best interests of exhibitors 8. A stepping stone into the British market and the best platform to reach out to new customers.

INFO Birmingham Furniture Fair is the oldest in the British history of furniture fairs. Since its inception in 1992, it has become the largest trade show for traditional British and modern furniture, and it goes hand-in-hand with the 53year history of the “Manchester Exhibition”.

In the 2010 Fair from 24 to 27 January, admission is open only to trade buyers. It occupies about 54,400 square meters. There were about 526 exhibitors from 25 countries, including Belgium, Brazil, China, Czech Republic, Denmark, France, Germany, Hong Kong, India, Italy, Malaysia, Netherlands, Poland, Ireland, Singapore, South Africa, Spain, Sweden, Turkey, the United States and Vietnam.

The furniture industry is one of the most important industries in Europe. The various European countries invest a lot in resources and manpower. Experts predict that in the future the EU will be the centre of the world’s largest furniture manufacturer and importer.

Britain and its surrounding regions are the inspiration of the fashion industry, leading the trend with its avant-garde sensibilities and haute couture standards . Participation in this event provides exhibitors and buyers a chance for direct communication and a platform for further development.

KLSFEA 119

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EXHIBITION 展览

德国家具市场

GERMAN FURNITURE MARKET

德国人口 据德国政府统计显示，德国目前人口约为8200 万。人口密度为每平方公里230人，也是欧洲 人口最稠密的国家之一。德国面积约35.7 万平 方公里，由16个州组成。 德国居民人口素质高。大学生的入学率高达30 ％-32％，居世界前列。全民族具有较高的文 化水平和技术教育的普及，是德国成为发达经 济国家的重要因素。据统计分析，目前德国的 经济增长率中，50％左右应归功于国家基础教 育的普及。

经济概况 德国是高度发达的工业国家，经济实力居欧洲 首 位 。 德 国 是 世界 的 第 四 大 经济体 ， 2008 年 GDP是38180亿美元。德国是高度发达的工业 国家，经济总量位居欧洲首位，世界第四，仅 次于美国、日本和中国，且与英法的差距很 大。德国作为西方七大工业国成员，对世界经 济和金融形势起着重要作用。2007年德国贸易 出口突破9000亿欧元大关，贸易盈余达1988 亿欧元，创历史新高。

德国家具市场 德国是欧洲最大经济体，也是欧洲第一大家具 生产国。德国家具市场市道昌盛，是世界三大 家具消费国之一，人均每年家具消费额达430 欧元。

德国是欧洲最大家具销售市场，家具销售 量约值270亿欧元，其中68% 来自采购集团 （buying groups）和32%由Ikea售出。

populated European countries. The size of Germany is about 357,000 square kilometres and the country consists of 16 states.

在德国，有各大大小小的家具连锁店和家具卖 场，竞争十分激烈。家具业者为了吸引顾客， 不断引进和采用最先进的技术。德国家具不仅 以质量闻名，设计也十分新颖、独特。“ 德国 制造” 的家具设计不仅讲究外观，同时更强调 功能、触感、人体工效学和环保等各方面统一 的更完整的设计理念。设计对于家具的重要性 已是德国家具业的共识。家具设计在家具价值 中的成本往往高于材料和人工费用。

The German population is highly educated.

The college enrolment of 30% to 32% is one of the highest in the world. The high cultural level and the popularity of technical education have played an important factor in developing the economyof the country. According to statistical analysis, the current positive rate of economic growth in Germany, is very much ( in fact 50%) attributed to the popularity of the national basic education.

马来西亚家具出口德国

ECONOMY

根 据 资 料 显 示， 在 2009 年 ， 马来西 亚 出 口 到

Germany was the world’s fourth largest economy in2008withaGDPofUS$3,818billion.

It is boosted by a highly developed industrial potential, with excellent economic output that is ranked first in Europe and fourth in the world, after the United States, Japan and China, and out-performed Britain and France by a large gap. As a member of The Group of Seven (G7) major industrial countries, Germany is an influential force in the economic and financial situation of the world. In 2007, Germany’s exports exceeded €900 billion mark with a trade surplus of €198.8 billion and thereby setting a record high.

德国的家具总额已达157.5万令吉。德国是马 来西亚排名第11的重要家具出口国之一。截 至2010年8月为止，马来西亚出口到德国的家 具约118.6万令吉。2009年1月至8月，我国家 具出口到德国的家具总额从78.3万令吉上升至 89.6万令吉，出口量增长了14.3%。

GERMAN POPULATION According to national statistics from the German government, their population is currently about 82 million with the population density at 230 people per square kilometre, making Germany one of the most densely

KLSFEA 120

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GERMAN FURNITURE MARKET Germany is the largest furniture producer in Europe and also one of the world’s top three major furniture consumer base with furniture purchase per capita at €430 annually.

The largest furniture market in Europe, Germany’s market potential is worth about €27 billion where 68% of it is organized by the buying groups and 32% of the trade by Ikea alone.

In Germany, competition is aggressive with its saturated market of massive to small-sized chain stores as well as independent outlets.

In order to boost sales, the furniture industry introduces and adopts the most advanced technology. German furniture is well known for its quality and unique design. Emphasis and value is also placed on the function, feel, ergonomics and the environmental benefitsofa design. As such, the price of a piece of furniture far exceeds the basic material and labour cost.

德国家具业主要贸易伙伴 Major trade partners in Germany 家具进口原产地 Origin of furniture imports

MALAYSIA’S FURNITURE EXPORT TO GERMANY The statistics for 2009 shows that the total value of Malaysian furniture exports to Germany came up to RM157.5 million. Germany is the top 11th exporter for Malaysian furniture. Up till August 2010, Malaysia’s furniture exports to Germany range around a value of RM118.6 million from January to August 2009, China’s furniture exports to Germany increased from RM78.3 million to RM89.6 million, with a growth of 14.3%.

家具出口地区 Furniture exporter

波兰 Poland

21.2%

法国 France

13.9%

中国 China

12.9%

荷兰 Netherlands

12.1%

意大利 Italy

9.1%

澳洲 Australia

11.0%

捷克 Czech Republic

7.3%

瑞士 Switzerland

10.9%

澳洲 Australia

4.5%

英国 United Kingdom

6.5%

匈牙利 Hungary

4.3%

比利时 Belgium

6.3%

丹麦 Denmark

4.3%

意大利 Italy

3.6%

瑞士 Switzerland

3.4%

西班牙 Spain

3.4%

斯洛文尼亚 Slovenia

2.9%

美国 United States

3.4%

斯洛伐克 Slovakia

2.8%

波兰 Poland

3.0%

德国家具业（以百万美元计） German furniture industry (value in millions) 生产量 Production

出口量 Exports

进口量 Imports

消费量 Consumption

2000

2001

2002

2003

2004

2005

2006

2007

2008

2009

Ranking

16124

15447

14226

16630

18522

18890

20436

23664

25822

21625

4

4530

4540

4819

5793

6970

7375

8436

10493

11671

9271

3

6286

6134

6309

7874

8819

9011

9553

11038

11922

10233

2

17880

17041

15715

18711

20371

20526

21554

24210

26073

22587

3

家具生产：21.625亿美元(占全球家具生产量的6%) 家 具出口：9.271亿美元（第三大家具出口国） 家具进口 ：10.233亿美元（第二大家具进口国） 表观消费量： 22.587亿美元（世界第三大家具消费国）

Furniture production: 21.625 Billion (6% share of global furniture production) Furniture exports: 9.271Billion (the third largest exporter of furniture) Furniture imports: 10.233Billion (second largest importer of furniture) Apparent consumption: 22.587Billion (third largest consumer base) KLSFEA 121

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A L KL TRADE A. L. ( HONG KONG ) TRADING CO. 47G, Jalan Orkid 6, Taman Orkid, Batu 9 Cheras, 43200 Selangor.

T : +00603-9076 8744 F : +00603-9075 8755 E : alkltrade@gmail.com

www.alkltrade.blogspot.com please contact our sales person :

ALEX WONG

012-233 8744

we source...

pg108-139.indd 122

* we supply furniture raw material

2/8/11 3:14:23 PM

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pg108-139.indd 123

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2/8/11 3:14:24 PM

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INDIA EXPEDITION 印度考察

印度孟买考察团

MUMBAI, INDIA TRADE MISSION 隆雪家具企业商会于2010年10月7日至12日，举办6天5夜的印 度孟买考察团，行程包括贸易配对、参观展览、参观家具零售 商或工厂、与驻印度的马来西亚外贸促进局交流等。

隆雪家具企业商会参观2010年印度孟买国际家具展

2010年印度孟买国际家具展 INDEX MUMAI（INTERZUM） 本会参观于孟买展览中心(BEC )举行 的2010年印度孟买国际家具展INDEX MUMAI （INTERZUM） ， 该展主 要 展出家 具、五金及配件等，参展商来自印度、意大 利、巴西、台湾及马来西亚等地区。 去年的孟买家具展吸引多达2万5591名公众， 比过去的增长53%；今年，家具展划分为民用 家具展区、灯饰及配件展区、厨房卫浴展区、 木工机械展区、办公家具展区及合同定单站 区，同时也增加休闲度假和户外家具展区，使 得整个展出更丰富及多采多姿。

印度人口： 印度是世界人口第二大国度，人 口已经超过11 亿，包括接近3亿的中产阶级。 印 度 在 1947 年 独 立 时 ， 人 口 不 过 3.6 亿 ， 而 2010年的最新统计，印度人口已超过11.7亿，

很快就要达到12亿。根据印度国家人口稳定基 金会(National Population Stabilization Fund) 公布的报告，到2026年，人口总数将增加3.71 亿，达到近15亿，将大大超过中国目前的13.5 亿的人口。

印度经济概况： 印度是世界上发展最快的 国家之一，经济增长 速度引人瞩目。自1991年 以来，印度实施经济 改革取得很好的成效，国 内生产总值（GDP） 以每年8%的速度增长。 印度中央统计局2010年5月31日发布公告说， 印度今年第一季度的国内生产总值（GDP） 较上一年同期增长8.6%，远高于去年第四季 度的6.5%。2009—2010财政年度的GDP增 长 为 7.2% ，总 值 1.33 万 亿 美 元。印 度 财 长 预 测2010—2011财政年度（到2011年3月31日 止）的GDP增长8.5%，达1.5万亿美元。 印度经济产业多元化，涵盖农业、手工艺、纺织

以至服务业。印度三分二人口仍然直接或简接依 靠农业维生。另外，印度政府致力发展高科技， 经过多年的努力，已显成效。今日印度已成为 发展中的科技大国。印度的软件技术、出口规 模和质量仅次于美国居世界第二位。印度已成 为世界上最大的软件生产和出口大国之一。 随着印度加入世贸组织后，已于2010年4月取 消所有进口产品的数量限制，并对关税作了较 大调整，全面废除进口许可证管理，对进口采 取以关税管理为主的措施。 印度的旅游业在90年代被列为国家重点发展的 产业，完全对外开放。据旅游局的估算，2006 年去印度旅行的游客多达440万。当地政府大 力鼓励海内外企业于当地投资建设酒店，为促 进旅游业发展解决客房供不应求的问题，未 来，印度政府将致力发展酒店业。在酒店、旅 游度假村等开发项目增长显著的支持下，印度 家具市场潜力雄厚。

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印度家具市场： 印度家具及家居配件市场总值 105亿美元，成 为中国及东南亚各国企业积极拓展 的目标，随 着该国经济的增长，家具市场更是迅速 扩张， 前景乐观；预料2011年，市场总值将达150 亿 美元！ 马来西亚是印度的其中一个重要家具供应地， 在印度进口市场占有15%，约值7016万美元。 排行榜首的是中国，它占印度进口家具总额近 42%；在过去5年至7年，印度从中国进口的家 具总值，以每年约45%的速度增长。 中国家具的价格低廉，令它在印度广受欢迎。 至于马来西亚家具，则以品质取胜，属于中上 档次的家具。

与印度参展商进行贸易交流

意大利及德国的家具，设计卓越及品质上乘； 相应地，价格也十分高昂，主要销售对象是印 度的高阶层人士。 对于马来西亚家具业者而言，印度市场发展潜 能极大，尤其是根据印度第十个五年计划，该 国仍缺乏2240万个居所。未来10至15年，印 度需兴建9000万个新住宅单位，以照顾低收入 阶层的需求。在这情况下，印度对家具的需求 势必扬升。 此外，印度零售业、酒店业及办公室产业的需 求持续增长，也为印度家具业缔造大量商机。 印度家具业以3个界别为主：民用家具（占市 率65%）、办公室家具（占市率20%）及订制 家具（占15%）。 到@home家具广场进行考察

马来西亚家具业者供应给印度市场的，主要是 民用家具及办公室家具。同时，与其余国家雷 同，大马的橡胶木家具在印度市场极受欢迎。 无论如何，马来西亚家具业者在开拓印度市场 时，目前仍面对一些难题，包括超过40%的入 口税，以及印度家具零售业还未开放给外国人 参与。 目前，印度政府只允许外国人，以合作模式来 参与家具零售业（意即门市生意）。在这种合 作模式下，印度人必须持有股权的51%。 总括来说，从中国及马来西亚进口各种家具， 令不少印度家具业的生意火花，鉴于市场对进 口家具需求庞大，不少印度公司除了生产，也 开始拓展进口业务；目前印度家具进口商已超 过1万家。 无论如何，印度的人力资源庞大及低廉，也为

当地生产商造成一定的优势。他们尝试进口原 料，大量制作家具，减低生产成本的同时，也 以低售价来迎合消费者需求。

印度消费者的品味趋于成熟，对于设计优良的 品牌家具及布置用品需求也日益殷切，带来源 源商机。

许多印度公司已和德国及意大利公司结为伙 伴，以引进品牌、技术或专门产品。这些合资 或合作安排是为了提供高档产品。

The Kuala Lumpur and Selangor Furniture Entrepreneur Association organised a 6-days5-nights field study to Mumbai, India from 7th October 2010 to 12 October 2010. The itinerary included trade matching, visits to exhibitions, furniture retailers/factories, as well as an interactive session with the Malaysia External Trade Development Council in India.

其中Durian Furniture Retail Shop是首间大规 模输入外地，特别是东南亚家具的公司，已经 建立自己的品牌形象。他们的进口家具没有品 牌，经由小店或是一些大型零售商销售，例如 Future Group的Furniture Bazaar、Shoppers ’ Stop的HomeStop、Trent的Westside等。 在家具设计方面，印度缺乏家具设计师，家具 设计也不被视为职业，不过随着家具业变得更 有组织，家具设计或会成为俱有前景的职业。

2010 INDEX MUMAI INTERZUM The tour visited the Mumbai International Furniture Fair 2010 INDEX MUMAI (INTERZUM) which held by Bombay Exhibition Centre (BEC) in Mumbai, India.

The exhibition featured on furniture, hardware

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到Tangent家具广场 参观与交流

与MATRADE交流

and accessories and the exhibitors are mostly from India, Italy, Brazil, Taiwan, Malaysia and other regions.

KLSFEA visited the Mumbai International Furniture Fair 2010 INDEX MUMAI (INTERZUM) organised by the Bombay Exhibition Centre (BEC) in Mumbai, India. The exhibition showcased furniture, hardware and accessories with the exhibitors hailing mostly from India, Italy, Brazil, Taiwan, Malaysia and other regions.

Last year, the Bombay Exhibition Centre attracted 25,591 members of the public, with 53% of growth compared to before. This year, the furniture exhibition was divided into a few segments, such as home appliances, lighting and accessories, kitchen and bathroom appliances, woodworking machinery, office and contract furniture section etc. Besides, there is also an increase in the leisure and outdoor furniture section to add much vibrancy and variety to the exhibition.

INDIA POPULATION India is the world’s second most densely populated country with a population of more than 1.1 billion that includes, nearly 300 million people in the middle class.

When India achieved independence in 1947 their population stood at less than 360 million.

The latest statistics in 2010 shows a population over 1.17 billion, and fast approaching 1.2 billion. According to the report from the National Population Stabilization Fund in India, it stated that by year 2026, India’s population will have increased by 371 million to nearly 1.5 billion and exceeded China’s current population of 1.35 billion.

INDIA’S ECONOMY India is one of the fastest growing country, boasting impressive economic growth.

Since 1991, India’s economic reforms have achieved very good results, with the gross domestic product (GDP) growing at a rate of 8% annually.

India’s Central Bureau of Statistics announced on May 31, 2010 that the first quarter of India’s gross domestic product (GDP) has grown over 8.6% compared to a year before, above 6.5% in the fourth quarter of the previous year.

GDP growth in the fiscal year of 2009-2010 was 7.2%, and worth 1.33 trillion U.S. dollars.

The Indian Finance Minister has forecast, for FY 2010-2011 (Up till March 31, 2011), the GDP will be growing at 8.5%, reaching INR1.5 trillion.

India has diverse economic sectors, including agriculture, handicrafts, textiles and services.

However, two-thirds of India’s population are still directly or indirectly dependent on the agricultural sector. In addition, the Indian Government is committed to the development of technology and it has paid off after years of effort. Today, India has become one of the most advanced developing countries for scientific and technological progress. India’s software technology, scale of production and quality of exports are ranked second in the world, after the United States. India has since

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become one of the world’s largest software production and export.

INDIA FURNITURE MARKET The furniture and home accessories market in India are worth a total of USD 10.5 billion, and is thus the ideal market for China and Southeast Asian countries to expand their businesses to. Along with the country’s steady economic growth, the furniture market is expanding rapidly and in 2011, the market value will be expected to reach USD150 billion.

Malaysia is one of the most important of India’s furniture suppliers and it occupies 15% of India import market share, which is worth about USD7016 million.

The most important of India’s furniture suppliers is China, which occupies nearly 42% of the total imports of furniture into the Indian market. In the past 5 to 7 years, total furniture imports from China to India spots a growth rate of about 45% annually.

China’s furniture is low in cost and this garners popularity for these China products in India.

The advantage of Malaysia’s furniture is the high -grade quality furniture.

When it comes to Italy and Germany furniture, their main target is India’s Upper class population due to their high cost but valuable with excellent design and superior quality.

There is great potential in the Indian market for Malaysia’s furniture industry, especially in the tenth five-year plan of India, the country is still lacking 22.4 million homes. In the next 10 to 15 years, India needs to build 90 million new housing units to cater to the needs of the low-income groups. In this case, the demand for furniture in India is bound to increase by leaps and bounds.

In addition, the Indian retail trade, hotels and office requirements of the industry continues to grow in demand, creating a large number of business opportunities for the furniture industry in India.

The Indian furniture industry is dominated by three sectors: household furniture (65% market share), office furniture (accounting for 20% market rate), and custom furniture (15%).

The furniture that Malaysia supplies the Indian market is mainly home furniture and office furniture. At the same time, Malaysia’s rubber wood furniture is popular in the Indian market.

is still facing much difficulties in developing the Indian market; besides expenses incurred from the import duty tax which is more than 40%, the furniture retail in India is not open to globalisation.

Currently, the Indian government only allows foreign enterprises to enter the market in a cooperative system with furniture retailers (store businesses) with the Indians holding at least a stake of 51% on that.

In short, India imports all kinds of furniture from China and Malaysia and this helps to promote these foreign businesses in India. Given the huge demand for its’ import market, many Indian companies have started to expand the import business beyond production. Currently, there are more than ten thousand furniture importers in India On the other hand, India’s vast human resources and low production costs are advantageous to the producers in India. They import raw materials and carry out mass production of furniture to reduce production costs, while also selling it at low prices to meet consumer demands.

Many Indian companies have cooperated with the German and Italian companies to introduce branding , technical excellence and specialization into the products. The purpose of joint ventures and collaboration is to provide high-end products for the India market.

Durian Furniture Retail Shop is the first largescale furniture import enterprise working with foreign companies, especially the furniture companies from Southeast Asia. It has established its own brand image by not putting down any brands on their imports of furniture; it sells through smaller shops and large retailers such as Future Group’s Furniture Bazaar, HomeStop by Shoppers’ Stop and Trent’s Westside etc.

Furniture design in India is not perceived as a worthy profession in the past. However, with the furniture industry flourishing, furniture design might become a promising career in the future.

Due to the maturing taste of Indian consumers, thus, the brand and quality design of furniture is also becoming more demanding and this definitely brings business opportunities into this particular industry.

印度主要的家具业者 India’s leading furniture industry 印度组织较佳的业者如: India leading enterprises such as: Godrej & Boyce、Featherlite、BP Ergo 、Nilkamal、Dynasty Modular Furniture 、Akbarallys、Furniturewalla、 Style Spa 、Durian等， 占整个行业15%。 occupy 15% of the whole industry. 以下为部份业者的联络资料： Below are some of the contact details: AKBARALLYS FURNITURE Tel： (91) 22-2282-0367, (91) 22-2283-4082 Fax： (91) 22-2284-4453 Email :asgar@akbarallysfurniture.com Web： http://www.akbarallysfurniture.com CHAIN CONSULTANTS PVT LTD Tel： (91) 20-3234-7465 Fax： abhijits@chainconsultants.in Web： http://www.chainconsultants.in DURIAN Tel： (91) 22-2617-1251, (91) 22-2617-1252, (91) 22-2612-0007, (91) 22-2612-2754 Fax： (91) 22-2611-2261 Email : info@durian.in Web： http://www.durian.in DYNASTY MODULAR FURNITURE Tel： (91) 141-2751-343, (91) 141-5531-760 Fax： (91) 141-2750-151 Email：info@dynastyfurnitures.com Web： http://www.dynastyfurnitures.com KURLON Tel： (91) 22-2826-5686-89 Email :sadanand@kurlon.org Web：http://www.kurlon.com SANJAR Tel： (91) 22-2808-1632, (91) 22-2807-1693 Fax： (91) 22-2863-5976 Email: kmeco@bom7.vsnl.net.in TIME & STYLE Tel： (91) 22-3290-8331, (91) 22-5577-6784 Email :timenstyle1@sify.com 维达尔巴工业协会 (VIDARBHA INDUSTRIES ASSOCIATION) Tel： (91) 712-2561-211 Fax： (91) 712-2545-190 Email :info@via-india.com Web ：http://www.via-india.com

In any case, the Malaysian furniture industry

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NANNING EXPEDITION 南宁考察

中国南宁考察团

TRADE MISSION TO NANNING, CHINA

隆雪家具企业商会于2010年10月19日至23日，组团到中国南 宁考察，行程包括参观中国-东盟博览会、考察家具市场、采 购对接会、木材及家具商协会工作会议、钦州市考察等。

博览会外观

第七届中国-东盟博览会

盟自由贸易区投资协议》的相继签署和实施，

时间 ：2010年10月20日-24日 地 点 ：中国广西南宁国际会展中心 规模 ：4000个国际标准展位

将推动中国与东盟在货物贸易、投资合作和服 务贸易等领域合作的快速发展，给企业带来更 多商机。

中国—东盟博览会是由中国国务院总理温家宝 倡议，由中国和东盟10国经贸主管部门及东盟 秘书处共同主办，广西壮族自治区人民政府承 办的国家级、国际性经贸交流盛会，每年在广 西南宁举办。

依托中国—东盟自由贸易区的广阔市场和便利 化政策，以11国政府强力支持为动力，博览会 已成功举办六届，得到11国政界、商界的普遍 赞誉，成为促进中国与东盟开展经贸交流的最 佳平台。

博览会以“ 促进中国—东盟自由贸易区建设、 共享合作与发展机遇” 为宗旨，涵盖商品贸 易、投资合作和服务贸易三大内容，是中国与 东盟扩大商贸合作的新平台。 2010年中国—东盟自由贸易区如期建成，标志 着拥有19亿人口的市场全面开放。随着中国与 东盟产品相互实现贸易零关税，以及《中国东盟自由贸易区服务贸易协议》和《中国-东

第七届中国-东盟博览会： 马来西 亚馆 自2004年开始，大马对外贸易发展局 （Matrade）每年都参加中国-东盟博览会，开 设马来西亚馆，展示马来西亚的产品。 这次共 有130多家大马企业参与，展销的产品 包括食 品、家具、电子商品、健康产品、服务 系列 （教育、产业、培训、资讯科技）等等， 深 受中国及海内外买家欢迎。

中国-东盟博览会木材与木制品展 木材与木制品展是中国-东盟博览会的专业展 会，也是中国-东盟区域内最大的木业盛会， 给木材与木制品行业提供更多的市场空间和合 作机遇，是行业企业开拓中国及国际市场的重 要平台。 2010年中国-东盟博览会木材与木制品展将于 11月19-22日，在南宁国际会展中心举行，承 办单位为中国-东盟博览会秘书处及中国木材 与木制品流通协会。 隆雪家具企业商会也与主办单位洽谈，寻求未 来合作的可能性。

富安居（国际）家居建材广场 富安居（国际）家居建材广场位于南宁市琅东 新区黄金地段，面积达11万平方米，主要经营 中、高级家居及建材商品。

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本会参观第七届中国——东盟博览会

与博览会秘书处交流

本会的代表团

该广场拥有300多家品牌商店，提供一站式购 物的便捷，及五星级购物环境的服务。它引入 国际先进的商场管理模式，秉持专业服务精 神，倡导品质生活及引领潮流消费。

环境的改善。近年来，钦州市政府和各县区政 府投入巨资，大搞城镇基础建设，制订了各种 优惠政策，与海内外进行多种形式的经济技术 合作，大大提高了办事效率。

富安居是南宁市乃至广西家居建材流通行业的 第一品牌，成为中国家居建材流通业中的一颗 耀眼明星。

A trade mission to Nanning, China, was organized by the Kuala Lumpur and Selangor Furniture Entrepreneur Association from 19th to 23rd October 2010. The itinerary included visitingthe China-ASEANExpo, furnituremarket research, contact meeting with suppliers, a working conference with the Association Of Timber and Furniture Entrepreneurs as well as a visit to Qinzhou City.

钦州市考察 钦州是第七届中国-东盟博览会的中国“ 魅力 之城” 。 钦州总人口310多万，总面积10843平方公 里，为广西沿海金三角的一块宝地，拥有兴 旺发达的农业，也有大有可为的海洋捕捞养 殖业，城乡市场广阔，开发建设有着很大潜 在优势。 为适应改革开放形势的需要，钦州致力于投资

马来西亚馆

THE 7TH CHINA-ASEAN EXPO Date : 20th – 24th October 2010 Venue : Nanning International Convention and Exhibition Centre, Guangxi, China Scale : 4000 international standard booths An initiative proposed by Premier Wen Jiabao

of the People’s Republic of China, the ChinaASEAN Expo (CAEXPO) is jointly organized by theministriesoftradeandcommerceof Chinaand the 10 ASEAN countries as well as the ASEAN Secretariat. Hosted by the People’s Government of the Guangxi Zhuang Autonomous Region, this international trade event is held annually in Nanning, Guangxi, China.

The objectives of CAEXPO are to promote the building of the China-ASEAN Free Trade Area (CAFTA) and to symbiotically explore opportunities for collaboration and growth.

Focusing on the trade in goods and services as well as cooperative investment, CAEXPO facilitates increasing economic cooperation between China and ASEAN Duly established in 2010, CAFTA signifies total market access to a population of 1.9 billion.

Enterprises from China and ASEAN can look forward to increased business opportunities

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第七届中国——东盟博览会贸易对接会

from enhanced bilateral cooperation in the trade in goods and services and in cooperative investment with the realization of zero tariffs on products in China-ASEAN trade and the conclusion and implementation of the CAFTA Agreement on Trade in Services and the CAFTA Investment Agreement.

Backed by the broad market prospects and facilitative policies of CAFTA and coupled with the full support of the Chinese and ASEAN governments, the CAEXPO has been successfully concluded for six consecutive years to huge acclaim from the political and business communities of China and ASEAN. The CAEXPO has become an excellent platform for economic and trade exchanges between China and the ASEAN countries.

THE 7TH CHINA-ASEAN EXPO: THE MALAYSIAN PAVILION For every year since 2004, the Malaysia External Trade Development Corporation (Matrade) has been leading the participation in CAEXPO by setting up a Malaysian Pavilion to showcase products from Malaysia.

This year, more than 130 Malaysian companies participated in the 7th CAEXPO. Merchandises on sale at the exhibition included food and beverages, furniture, electronic products, healthcare products and service goods (education, property, training, and information technology) and were well-received by the Chinese and overseas buyers.

马来西亚（钦州）产业团介绍会

CHINA-ASEAN EXPO: TIMBER AND WOOD PRODUCTS EXHIBITION A major highlight of the timber and wood products industry in China and ASEAN, the Timber and Wood Products Exhibition is one of the trade shows in CAEXPO. By facilitating market exploration and collaboration opportunities for the industry, this exhibition provides an important platform for timber and wood products businesses to expand into the Chinese and international markets.

coupled with five-star service. Operated under an internationally advanced mall management system, the FAJ (International) Furnishing Centre is the epitome of professional service, quality living and haute couture.

A promising star in the furnishing and building materials industry, FAJ is a leading brand not only in Nanning City but in the Guangxi Province as well.

VISIT TO QINZHOU CITY The 2010 China-ASEAN Timber and Wood Products Exhibition is co-sponsored by the CAEXPO Secretariat and the China National Timber and Wood Products Distribution Association and will be held from the 19th to 22nd of November in the Nanning International Convention and Exhibition Centre.

The Kuala Lumpur and Selangor Furniture Entrepreneur Association will be holding talks with the organizer to explore future collaboration opportunities.

FAJ (INTERNATIONAL) FURNISHING CENTRE Occupying a prime plot of 110 thousand square metres in the Langdong New zone of Nanning City, the FAJ (International) Furnishing Centre specializes in mid to high range furnishing products and building materials.

The “City of Charm” in the 7th China-ASEAN Expo, Qinzhou has a population of over 3.1 million and area of 10483 square kilometers.

With booming agriculture and promising marine aquaculture industries, Qinzhou is the jewel of the Guangxi coastal delta. The expansive markets in the townships and countryside bear significant development potentials.

To adapt to the needs of market reforms, the city has made huge investments in environmental remediation. Efficiencies have also been greatly improved when, in recent years, the governments of Qinzhou City and its subordinate counties have invested heavily in infrastructure development, implemented several preferential policies and participated in various economic and technical collaborations with local and overseas partners.

Boasting more than 300 retail stores, the Centre offers the convenience of one-stop shopping

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World Furniture Trade Fair 2011 International Famous Furniture Fair (Dongguan) 16-20 March 2011 名家具东莞展览会 http://www.3f.net.cn

China International Furniture Fair (CIFF) 18-21 March 2011 中国广州国际家具博览会 http://www.ciff-gz.com

Shenzhen International Furniture Exhibition (SIFE) 19-22 March 2011 深圳国际家具展览会 http://www.chinafurnitureexpo.com

SALONE INTERNAZIONALE DEL MOBILE Milan (Italy - Europe) 12-17 April 2011 米兰家具展 http://www.cosmit.it

Euro ExpoFurniture EEM Euro Expo Mebel 17-20 May 2011 International Exhibition of Furniture and Accessories Russian Federation, Moscow

FurniTex 21-27 Jul 2011 Furniture and furnishing trade show Australia, Melbourne

Las Vegas Market 1-5 Aug 2011

美国拉斯维加斯国际家具展 Summer market - Furniture Show & Decorative Accessories Market United States, Las Vegas http://www.lasvegasmarket.com

INDEX DUBAI 1-5 Nov 2011

迪拜国际家具和室内装饰博览会 http://www.indexexhibition.com

For enquiries & reservation please contact : 012 - 238 4848 or 03 - 2142 3308 (Mr Raymond Low)

From

D D D

Italy & France Italy / Vatican / San Marino / Lance / Monaco / Switzerland

From

Classical Eastern Europe Tour Germany / Austria / Hungary / Slovakia / Czech Republic

From

Spain and Portugal Serenade Madrid / Barcelona / Alicante / Granada / Seville / Lisbon / Fatima / Toledo

KKKP: 0237 ROC No: 54993-A 77, Changkat Bukit Bintang (Jln Hicks), 50200 Kuala Lumpur, Malaysia.

pg108-139.indd 131

Fr. RM

6 Day Western Australia 2388 6 Day Brisbane / Gold Coast 3928 8 Day Sydney / Melbourne + Puffing Billy Steam Train 4888 6 Day Melbourne / Adelaide 4688 6 Day Tasmania 6068 10 Day Melbourne / Sydney / Gold Coast 6288

Tel: 03-2142 5566 Fax: 03-2141 2006 E-mail: acteasy@streamyx.com

2/8/11 3:14:45 PM

MILAN EXPEDITION 米兰考察

米兰家具展 引领家具新时 尚

MILAN FURNITURE FAIR - THE TRENDSETTER FOR THE FURNITURE INDUSTRY 意大利米兰国际家具展被称为世界三大展览之一，每 年一届，从1961年米 兰家具展创办到2010 年已经有 49年的历史。米兰家具展当时是由数家有 远见的家 具企业推动下而创办的。

自米兰家具展创办以来，意大利家具业就好像 打了强心剂一样，意大利变成国际市场中举足 轻重的生产国。 目前，米兰国际家具展由米兰国际家具展览公司 （COSMIT）主办，参展企业也代表着意大利家 具行业协会（Federlegno-Arredo），其主要功 能是促进意大利家具的出口，随着米兰展的继

往开来，意大利家具出口额也在蒸蒸日上。 作为世界家具与家居设计的顶尖展会，米兰国 际家具展与“ 米兰设计周” ，是全世界家具、 家居、建筑、服装、配饰、灯具、设计专业人 士每年一度“ 朝圣” 的设计圣地。一起举行的 展览还有国际居家家具展、国际厨房家具展、 国际卫浴展、国际装饰配套展和卫星沙龙展，

米兰家具展已不仅仅是一个普通的展览会了， 而是国际上一个令人神往的地方，那里是各牌 企业把产品投放市场而产生震撼的地方。 米兰国际家具展是现代家具时尚设计的前沿， 不仅是向意大利出口家具的平台，是全世界家 具业界人士每年都热切期待的盛会，更是潮流 人士把握最新设计趋势的指标所在。

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The annual international furniture fair in Milan,

furniture industry association Federlegno-

the International Kitchen Furniture Exhibition,

Italy, is hailed as one of the three major exhibitions in the world. Established in 1961, the Milan Furniture Fair has a history of 49 years to date. It was the brainchild of a group of visionary furniture companies in that era.

Arredo, which mainly serves to promote the export of Italian furniture. With the Milan Furniture Fair bringing forward its rich heritage into the future, the export volume of Italian furniture is rising steadily.

Since its inception, the Milan Furniture Fair has given a boost to the Italian furniture industry, making Italyanimportantfurniture-manufacturing country for international markets.

As the worldâ&#x20AC;&#x2122; s leading furniture and home design exhibition, Milan Furniture Fair, coupled with Milan Design Week, has become the mecca for professionals around the world who would make an annual trip to suss out the latest trends in furniture pieces, home dĂŠcor, architecture, fashion, accessories, lighting and design. Theexhibitionisalsoheldinconjunction with the International Home Furniture Fair,

the International Bathroom Exhibition, the International Furnishing Accessories Exhibition and Salone Satellite. Milan Furniture Fair is no longer an ordinary exhibition, it has become a fascinating site on the international stage where renowned companies would introduce their products to the market with an impact.

Currently, the Milan Furniture Fair is organised

by Milan â&#x20AC;&#x2122; s international furniture exhibition company COSMIT. Companies that take part in the exhibition also represent the Italian

The Milan Furniture Fair is not only a platform for the export of Italian furniture, it is also a trendsetter for modern furniture design, an extravaganza which furniture industry players from around the world look forward to every year and a platform for fashionistas to have access to the latest design trends.

KLSFEA 133 pg108-139.indd 133

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2011全球家具展

WORLD FURNITURE TRADE FAIR 2011 ASIA

INTERNATIONAL

MARCH 2011 • 3-7 March 2011 EXPORT FURNITURE EXHIBITION MALAYSIA (EFE) www.efe.net.my

JANUARY 2011 • 18–23 January 2011 IMM COLOGNE 德国科隆家具灯具展 The International Furnishing Show www.imm-cologne.com German

• 9-12 March 2011 INTERNATIONAL FURNITURE FAIR SINGAPORE 2011 / 28TH ASEAN FURNITURE SHOW (IFFS/AFS 2011) www.iffs.com.sg

• 23-26 January 2011 INTERIORS 2011 www.interiorsbirmingham.com Birmingham

• 10-14 March 2011 THAILAND INTERNATIONAL FURNITURE FAIR 2011 www.thaitradefair.com

FEBRUARY 2011 • 01-05 February 2011 IMOB 2011, ISTANBUL FURNITURE FAIR www.ite-imob.com Turkey

• 11-14 March 2011 VIETNAM INTERNATIONAL FURNITURE & HOME ACCESSORIES FAIR 2011 (VIFA 2011) www.vifafair.com

• 2-4 February 2011 THE AUSTRALIAN INTERNATIONAL FURNITURE FAIR 2011 澳洲悉尼国际家具展 www.aiff.net.au

• 18-21 March 2011 CIFF - CHINA INTERNATIONAL FURNITURE FAIR 2011 中国广州国际家具博览会 www.ciff-gz.com Guangzhou

• 08-12 February 2011 STOCKHOLM FURNITURE FAIR 瑞典斯德哥尔摩家具展 www.stockholmfurniturefair.se Sweden

• 19-22 March 2011 SHENZHEN INTERNATIONAL FURNITURE EXHIBITION 深圳国际家具展览会 19-22 March 2011 www.chinafurnitureexpo.com

APRIL 2011 • 12-17 April 2011 SALONE INTERNAZIONALE DEL MOBILE 2011 米兰家具展 12-17 April 2011 Milan (Italy - Europe)

JUNE 2011 • 2-4 June 2011 FURNITURE SHANGHAI 2011 International Furniture Exhibition www.furnitureshanghai.com China, Shanghai

MAY 2011 • 8-11 May 2011 Furnidex 2011 International Exhibition for Furniture, Furnishings & Décor www.acexpos.com Saudi Arabia, Jeddah

• 17-20 May 2011 EuroExpoFurniture EEM Euro Expo Mebel 2011 International Exhibition of Furniture and Accessories www.mvk.ru/eng/exhibitions Russian Federation, Moscow

JULY 2011 • 21-24 July 2011 FurniTex 2011 Furniture And Furnishingtrade Show www.furnitex.com.au Australia, Melbourne

AUGUST 2011 • 1-5 Aug 2011 LAS VEGAS MARKET 2011 美国拉斯维加斯国际家具展 Summer market - Furniture Show & Decorative Accessories Market www.lasvegasmarket.com

SEPTEMBER 2011 • 1-4 Sept 2011 CODE Copenhagen Design 2011 Copenhagen International Furniture Fair www.code10.dk Denmark, Copenhagen • 21-25 Sept 2011 FURNITURE MOLDOVA 2011 International Specialized Exhibition Of Furniture en.furniture.moldexpo.md Moldova, Chisinau • 28 Sept-2 Oct 2011 FURNITURE AUTUMN 2011 International Exhibition Furniture www.bcci.bg/fairs/furniture_au Bulgaria, Sofia • September 2011 MEUBLE PARIS 2011 www.meuble-paris.net

NOVEMBER 2011 • 1-5 Nov 2011 INDEX DUBAI 迪拜国际家具和室内装饰博览会 www.indexexhibition.com

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NEWS 动态

持亚太商旅卡 无需签证通 关 NO VISA REQUIRED FOR APEC BUSINESS TRAVEL CARD HOLDERS

本会会员可要求本会发出推荐信，以申请亚太商旅卡 （APEC Business Travel Card）。此卡供经常飞往 亚太国家或地区经商或投资的人士申请，通常需要2至 3个月审批。亚太区商旅卡有效期为3年。 持卡者可于 3年内，在无须申请签证的情 况 下， 多次进出 1 8个国 家和地 区： 澳洲、 汶 莱、智利、中国、香港、印尼、日本、韩国、 墨西哥、马来西亚、纽西兰、巴布新几内亚、 秘鲁、菲律宾、新加坡、台湾、泰国、越南。 另于通关时，并经由APEC专用通关道，有助 节省办理签证及通关时间。 本会进行严格审核工作，为申请亚太商旅卡 的隆雪家具永久会员提供推荐信。未来申请 换发丶遗失补发或重新申请商务卡者，将不 需附推荐信。 Members from our association are able to apply for the APEC Business Travel Card if they request for a recommendation letter from our association. This card is meant for members who travel frequently to Asia Pacific

countries or regions for business or investment matters. Applications would usually take 2 to 3 months to be approved. The APEC Business Travel Card is valid for 3 years.

Within these 3 years, APEC Business Travel Card holders are able to travel freely to and fro 18 countries and regions without having to apply for VISA. These 18 countries and regions are Australia, Brunei, Chile, Mainland China, Hong Kong, Indonesia, Japan, Korea, Mexico, Malaysia, New Zealand, Papua New Guinea, Peru, The Philippines, Singapore, Taiwan, Thailand and Vietnam. In addition, APEC Business Travel Card holders are able to clear customs checks faster by using the APEC lane and save the trouble of doing paperwork for VISA application.

Afterstringentevaluationandreviewsconducted by our association, recommendation letters will be given to KLSFEA permanent members who have applied for the APEC Business Travel Card. No recommendation letters will be issued for renewal, replacement of lost card or the second round of application.

CHINA

MEXICO THAILAND MALAYSIA PERU

SOUTH KOREA CHINESE TAPEI HONG KONG, CHINA PHILIPPINES VIETNAM BRUNEI PAPUA NEW GUINEA SINGAPORE

INDONESIA

CHILE NEW ZEALAND

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NEWS 动态

第25届深圳国际家具展 -大马风情馆

THE 25TH SHENZHEN INTERNATIONAL FURNITURE FAIR - MALAYSIA FURNITURE PAVILION

隆雪家具企业商会与中国深圳市家具行业协会联手打造“第25届深圳 国际家具展-大马风情馆”，借此打开中国市场，增加本国与中国同 行交流，并加强大马品牌在中国市场的知名度。

本会于2010年3月19日至22日，召集12位大马 家具业者，一同参与为期4天的深圳国际家具 展，开设占地1474平方公尺的大马风情馆。 本会希望集合马中两国的家具技术及产品优 势，尤其是占中国家具总出口量25%的深圳家 具业者，以便在全球家具领域大放异彩。

第25届深圳国际家具展 深圳国际家具展在3月22日圆满闭展。4天共接 待10万余海内外专业买家。更为关键的是，这 些来自中国各地区及海外各区的买家们，以专 业身份极度肯定了本届1000多个参展品牌，经 过一年的厚积而递交的成果。 其中产品的研发升级成效、企业对中国市场的 定位准确性、品牌的包装及营销的日渐成熟， 都令这些买家们惊讶并满意，参展商接单量连 创新高。 本届展览，主办单位在遴选参展商时，非常注 重他们的产品设计，并且要求他们展出独立自 主研发的、具创新性的产品。 在展位装修方面，参展商也力求体现品牌内涵 和市场定位的包装风格，以达到在形象上吸引 目标客户的目光。 本届展览共占地16万平方公尺（9个展馆）， 展销家具、室内设计饰品、家具零件及原料

等等，吸引的专业买家包括室内设计师、批 发业者、零售商、生产商、出入口商、代理 商等等。

大马风情馆

场，规划转型，加强和中国的互补。 自贸区的成立，也有助于促进及稳定亚洲区域 经济内部化和国家政治，减少对欧美政治及经 济的依赖度。

本 会于2009年 12月 与深圳市 家具行 业协会 结 成兄弟友好协会，较后双方于第25届深圳国际 家具展合作，打造大马风情馆。 所有参展商在为期4天的展览中，获得相当不 俗的成绩，成功加强产品品牌在中国市场的知 名度。 此外，本会也趁此机会，推广马来西亚的木 材、橡胶木及棕油业，同时也宣传每年一届的 马来西亚家具与装饰展销会（MF3）。

深圳市家具业协会会长黄伟业 深圳是中国家具制造业的中心，深圳市家具行 业协会不遗余力，争取做好家具产业链上的服 务，名副其实地成为“ 中国家具产业键的核心 服务机构” 。

The China Shenzhen Chamber of Commerce and the Kuala Lumpur Selangor Furniture Entrepreneur Association jointly organised the “The 25th Shenzhen International Furniture Fair - Malaysian Furniture Pavilion”, to expand into China’s market, to interact with their China’s counterparts, and to heighten the visibility of the Malaysia brand in the China market.

KLSFE invited 12 Malaysian members from the furniture industry to participate in the 4-day Shenzhen International Furniture Fair held at the 1474-sq feet ground of the Malaysia Furniture Pavilion from 19 March 2010 to 22 March 2010 .

隆雪家具企业商会开设大马风情馆，有助于进 一步促进大马与中国家具行业间的交流，创造 更好的商机。

KLSFE hopes to gather the technical expertise and outstanding product features from China and Malaysia, especially tapping on the Shenzhen furniture industry which accounts for 25% of the total exports in China. The aim is to make a mark in the global furniture market.

隆雪家具企业商会 署理会长周 嘉昌

THE 25TH SHENZHEN INTERNATIONAL FURNITURE FAIR

我建议同行瞄准自贸区成立后的新形势和市

The

four-day

Shenzhen

International

KLSFEA 136

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2011年第26届深圳国际家具展览会 日期

2011年3月19-22日

次数

一年一届

会场

深圳会展中心 中国深圳市福田区福华三路

展位面积

16万平方公尺

各展规划内容

品牌家具展（实木家具展、现代板式家具展、软体家具展、金属玻 璃家具展、户外家具展）、东南亚风情家具展、缤纷家居饰品展、 设计巨蛋

开放时间

2010年3月19日至21日（8.30am-5.30pm）（只限专业买家） 2010年3月22日（8.30am-5.00pm）（对公众开放）

主办单位

深圳市家具行业协会

Furniture Fair at 22 March 2010 came to a successful close, bringing together more than 100,000 buyers from different regions.

More significantly, these buyers from local and overseas has given their professional affirmation for all the participating brands, more than a thousand of them.

Research and development, packaging, effective and sophisticated marketing and branding of the products have impressed buyers and it led to an all timehigh order volume for the exhibitors.

深圳市德赛展览有限公司 2010年展会数据统计

参展商：860 买家：国内-12万4344 国际- 9457 总计：13万6801

限制

18岁以上，从事与家具、家居及室内设计相关的人士免费进入。登 记时需要出示名片以便工作人员确认。非业内人士进入深圳国际家 具展需要购买人民钱币20元／张的入场证

以下情况下不允许入场

年龄在18岁以下没有成年人陪同的儿童 没有深圳国际家具展书面允许的摄影或摄像 狗及其它动物 在展馆内发放广告材料

网站

The organizer placed great emphasis on the product design during the selection of the exhibitors, and requested them to exhibit innovative products and those which excel in Research and Development.

The organizer also stressed the important of the booth design, that can reflect the branding of the companies and their products and thus attract the attention of the buyers.

The exhibition occupies an area of 160,000 square meters (spanning 9 exhibition halls)

www.chinafurnitureexpo.com

KLSFEA 137

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and exhibits range from furniture, interior design, furniture parts, raw materials to many more. The exhibition attracted professional buyers such as interior designers, wholesale traders, retailers, manufacturers, importers and exporters, agents and so on.

MALAYSIA FURNITURE PAVILION In December 2009, KLSFEA collaborated with the Shenzhen Furniture Trade Association and created the Malaysia Furniture Pavilion during the 25th Shenzhen International Furniture Fair.

A total of 12 companies participated in the exhibition with an area of 1474 square meters of Malaysia Furniture Pavilion.

All the exhibitors obtained excellent results in the 4-day exhibition, and successfully strengthened their brand recognition in the China market.

In addition, the association also took this opportunity to promote Malaysia’s timbre, rubber wood and palm oil industry. They also advertised the annually held Malaysian furniture and decorative Fair (MF3).

SHENZHEN FURNITURE INDUSTRY ASSOCIATION, ALBERT WONG As Shenzhen is China’s furniture manufacturing centre, the Shenzhen Furniture Industry Association puts in more effort to strive for an efficient furniture industry chain service in order to become “the core service centre of China’s furniture industry.”

The Malaysia Furniture Pavilion, set up by KLSFEA, has helped to promote a better interaction between Malaysia and China’s

furniture industries to business opportunities.

create

better

DEPUTY PRESIDENT OF KLSFEA, EDMOND CHEW KAR CHONG I suggest that our peers in the industries should focus their efforts on the the newly established free trade agreement (FTA) and open market,

take the chance to plan and restructure and strengthen collaboration with China.

The establishment of the FTA helps to promote and stabilise the economy in the Asian region and state politics, as well as to reduce the effect arising from changes in Europe’s political and economic situations.

26th Shenzhen International Furniture Exhibition in year 2011 Date

19th March 2011 to 22nd March 2011

Frequency

Annual

Venue

Shenzhen exhibition hall China, Shenzhen

Booth area

160,000 square meters

Scope of Exhibition

Furniture brand Exhibition (Solid Wood Furniture Fair, Modern Furniture Fair, Soft Furniture Fair, Glass and Metal Furniture Fair, Outdoor Furniture Fair), Southeast Asian style Furniture Fair, home accessories exhibition and Dome Design.

Opening Hours

19th March 2010 to 21st March 2010 (8.30am-5.30pm) (only for professional buyers} 22nd March 2010 (8.30am-5.00pm)(Open to public)

Organiser

Shenzhen Furniture Industry Association

2010 exhibition statistic

Exhibitors: 860 Buyers: Domestic - 124,344 International - 9,457 Total: 136, 801

Limitations

18 and above, those in the trade of furniture, home and interior design or relevant industries can enter for free. Business cards must be presented during registration. Non-trade visitors have to pay an entrance fee of RMB 20

Situations for denial of entry

Website

Visitors below 18 years old and without the companion of adults Photography without the letter of authorisation from Shenzhen International Furniture Fair Dogs and all other pets Distribution of advertisement materials such as brochures and flyers in the hall www.chinafurnitureexpo.com

KLSFEA 138

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NEWS 动态

深圳市家具行业协会简介 BACKGROUND OF SHENZHEN FURNITURE TRADE ASSOCIATION

深圳市家具行业协会成立于1986年，以市场服务和技术服务模式 为家具企 业提供服务，为企业和政府之间搭建桥梁。 经过 2 3年 的发展 ， 深 圳 家协 已日 趋 成 熟壮

日举办年度展-“ 深圳国际家具展览会” ，地

深圳市家具行业承诺以马来西亚馆，作为东南

大，成为引领深圳乃至中国家具业界从事各项 贸易和发展活动的组织，拥有来自全国各地 500余家会员，会员结构包括家具、板材、五 金配件、涂料以及饰品等上下游产业链企业。

点在深圳会展中心，面积达16万平方米，内 容包括品牌家具展（实木家具展、现代板式家 具展、软体家具展、金属玻璃家具展、户外 家具展）、东南亚风情家具展、缤纷家居饰品 展、设计巨蛋。

亚风情馆的主导力量，并在前期做大量海内外 宣传。

深圳市家具行业协会是仅有的9个AAAAA级行 业协会之一，拥有200多个家具类、设计类和 市场类的本科生、硕士生、博士、教授等专业 服务人才，及意大利、西班牙、美国等国际性 专业人才。

主要任务 致力于家具行业各技术领域的研究与教 育，推动中国家具产业全面升级 持续办好 国际家具展，打造优质专业贸易 平台 对行业的重大需求变化作出快速反应 提升 中国家具的品质，鼓励自主创新，推 动 家具品牌建设。

深圳国际家具展览会 深圳市家具行业协会将于2011年3月19日至22

深圳家具行业概况 深圳家具行业拥有具规模的家具制造企业 2500多家，从业人员20多万人，成为深圳的 优势传统产业；2008年总产值达850亿元人民 币（马币404亿令吉），占国内总值的20%， 全年家具出口额72亿美元（马币234亿令吉） ，占国内家具出口总值的50%左右。其中年产 值10亿元（马币4亿7600万令吉）以上的大型 企业15家，年产值2~3亿元（马币9500万令 吉-1亿4200万令吉）的中型企业100多家。

隆雪家具企业商会与深圳市家具 行业协会缔结为姐妹会 本会于2010年1月跨足海外，与深圳市家具行 业协会缔结为姐妹会，双方整合优势行业的资 源，为双方家具企业开拓外销市场。

Shenzhen Furniture Trade Association was founded in 1986. The association provides marketing services and technological expertise for the furniture industry to foster interaction between businesses and the government.

Throughout the 23 years of development, Shenzhen Furniture Association has gradually become well established as the leading organization among organisations related to Shenzhen and China trade and activities. With more than 500 members around the world, its members include furniture, plates, metal parts, paint, jewellery upstream and downstream industry chain enterprises.

Shenzhen Furniture Trade Association is one of the nine trade associations certified with Class AAAAA, with more than 200 undergraduates(specialising in furniture design and marketing), graduates, Ph.D.

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holders, professors and professionals from Italy, Spain, United States etc.

MAIN MISSION To promote China’s furniture industry on the whole with efforts in research and education, as well as technical expertise. .

Better management of International Furniture Fair to create a high-quality professional trade platform To respond promptly to significant changes in industry’s demand.

To enhance the quality of China’s furniture in order to encourage creativity and innovation and promote its branding.

SHENZHEN INTERNATIONAL FURNITURE FAIR “Shenzhen International Furniture Exhibition” will be held from 19 to 22 March 2011 by Shenzhen Furniture Trade Association which is located at the Shenzhen Convention and Exhibition Centre, an area of 16 square meters. The exhibition will feature a range of showcase for the variousfurniture brands such as the Solid Wood Furniture Fair, Modern Furniture Fair, Soft Furniture Fair, Glass and Metal Furniture Fair and Outdoor Furniture Fair ,as well as a Southeast Asian Furniture Fair, with vibrant display of home accessories.

OVERVIEW OF SHENZHEN FURNITURE INDUSTRY The Furniture industry is a traditional industry in Shenzhen which has more than 2,500 furniture manufacturer enterprises with 20 million employees. In year 2008, the total output value of furniture was CNY 85 billion (RMB 40.4 billion) and accounts for 20% of the gross domestic. The annual export came up to

CNY 7.2 billion (RM23.4 billion), and accounts for approximately 50% of total exports for the furniture gross domestic. There are more than 15 large enterprises with an annual output value of CNY 1 billion (RM 476 million), and over 100 medium-sized enterprises with annual output value of CNY 2 to 3 million (RM 950,000 – RM 1,420,000).

KLSFEA AND SHENZHEN FURNITURE ASSOCIATION REGISTERED AS SISTER COMPANIES KLSFEA has branched out globally and was registered as the Sister company of Shenzhen Furniture Trade Association in January 2010.

The integration of industry resources for both furniture enterprises helps the furniture industry to develop export markets.

Furniture industries in Shenzhen has made a commitment forMalaysian Cultural Pavilion to be the representation from Southeast Asia and is also coordinating a lot of pre-publicity for domestically and abroad.

深圳市家具行业 Shenzhen Furniture Industries www.szfa.com

深圳家具研究开发院

SHENZHEN FURNITURE RESEARCH AND DEVELOPMENT CENTERS

深圳家具研究开发院是深圳市政府倡导组建的三大传统优势产业公共技术平台之一，由深 圳市家具行业协会和深圳职业技术学院合 作组建并于2002年7月正式开展服务。 Out of the three major industries of public platform technology that Shenzhen Municipal Government initiated, the Shenzhen Furniture Research and Development Centers was established by Shenzhen Furniture Trade Association and Shenzhen Polytechnic, and was officially launched in July 2002.

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NEWS 动态

中国家具企业 转战国内市场

CHINA FURNITURE ENTERPRISES FOUGHT IN DOMESTIC MARKET 从2008年国际金融危机开始，中国外销市场越来越难开拓，就国内而言， 伴随着房地产 市场的高速发展，国内市场对家具产品的需求越来越大，且随 着国家一线城市的大规模 扩张和对二三线城市的开发，家具产品需求日趋旺 盛。因此，那些长期依靠出口的家具 企业开始转而关注国内市场。 中国家具协会发布的数据显示，内销市场已经 连续多年保持在15%以上的增长，年销量突破了 4000亿元（马币1905令吉）。由于出口转内销 的家具企业不断出现，因而竞争越来越激烈。 业内人士认为，出口加工型企业在开拓国内市 场时，产品的质量和技术都不存在问题，关键 在于销售渠道的建立和品牌推广。 在建设销售渠道中，不少企业采取了经销商、 特许经营以及直营店的模式，而在品牌推广 时，多数资质优厚的企业首先将目光落在了政 府采购市场，政府采购市场潜在的品牌推广影 响力和稳定的现金流成为他们选择政府采购市 场的首要因素。 2009年全国政府采购规模达到7413.2亿元（ 马币3530亿令吉），中央国家机关政府采购 中心完成的采购金额就达147.42亿元（马币 70.2亿令吉），其中办公家具采购规模就达到 2.83亿元（马币1.35亿令吉），预计今后几年 采购规模还将稳步增长。 尽管政府采购领域的优势以及巨大的市场需求 吸引了众多家具企业的参与，但《政府采购信 息报》统计的数据显示，只有在这一领域深耕 多年的企业才能分得更大的市场份额，多数企 业都沦为陪衬的角色，其原因在于采购人更愿 意接受自己熟悉的企业所提供的产品。因而对 政府采购市场仍显陌生的企业而言，注重培养 用户对产品的认知以及体验至关重要。

家具业上半年出口增长33% 国家海关总署对外公布今年上半年中国外贸进 出口情况。数据显示 ，今年1至6 月全国家具 出口156.4亿美元（马币508.3亿令吉），增长 33%，加快6.4%。 尽管数据增长，但业内人士表示，目前家具出 口企业的困难仍然较大。从规模以上企业来 看，以内销为主的品牌企业发展趋势较好，以 出口为主的企业特别是出口欧美为主的企业困 难较多，个别企业下降幅度比较大。 金融危机使全球市场萎缩，一部分主力外销市场 的家具生产企业，为了保持公司正常运转，纷纷 把目光放回国内市场，寻求更多更好的商机。 Since the international financial crisis in year 2008, China has faced the difficulty of exporting to the Mainland markets. Due to the rapid development of the real estate market, the large-scale expansion of the country’s first-tier cities and the development of second and third tier cities, the demand for furniture products has tremendously increased in domestic market. Thus, furniture companies who used to handle exports began to focus on domestic market instead.

China Furniture Association released data that shows a stable 15% growth in annual sales volume in the domestic market has been maintained for several years, and it

exceeded CNY 400 billion (RM190.5 billion).

As the domestic furniture companies chose to go for domestic sales over export, more competition arose .

The industry believes that quality and technical expertise will not pose any problems for enterprises expanding within the domestic market. On the other hand, the key in expanding the market lies in the establishment of sales channels and brand promotion.

Most of the enterprises build its sales channels through dealers, franchising and the Guide’s model. In term of brand promotion, most corporations would choose to rely on government procurement market as the primary strategy as it has the brand influence of potential market and stable cash flow.

In year 2009, the scale of government procurement has reached CNY 741.32 billion (RM 353 billion) and the State agency’s procurement value of the Central Government Procurement Centre has reached CNY 14.742 billion (RM 7.02 billion). In which the sale of office furniture alone has reached CNY 283 million (RM 135 million) with expectations of steady growth in the next few years.

Despite the advantages of government procurement and the huge market demand which has attracted the participation of many furniture companies, the Statistical data of

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“government procurement information” shows that only experienced enterprises own a larger market share, with the majority of companies taking a smaller piece of the pie as people are more willing to purchase products from enterprises they recognise. For companies that are unfamiliar with the Government procurement market , it is essential for them to focus on product knowledge and experience.

33% FURNITURE INDUSTRY EXPORTS GREW 33% IN THE FIRST HALF State General Administration of Customs has

announced the China’s foreign trade imports and exports situation in the first half of this year.

Data shows that from January to June this year, the country exported USD 15.64 billion of furniture (RMB 50.83 billion), with a growth of 33%, and a rate of increase of 6.4%.

Despite the positive data showing growth, people in the industry reported that the furniture export enterprises are still facing difficulties. Looking at the upper-scale enterprises, domestic-oriented enterprises are expanding well. On the other hand, the export-

oriented enterprises, especially those dealing with Europe and America are facing more difficulties,with a relatively large decline among individual enterprises.

In order to maintain the normal operations of the company in the global market financial crisis, some of the export furniture manufacturing enterprises have ventured back into the domestic market to seek more and better opportunities.

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NEWS 动态

森林研究院家具检测中心 提供家具测试服务 THE FURNITURE TESTING LABORATORY OF THE FOREST RESEARCH INSTITUTE MALAYSIA PROVIDES FURNITURE TESTING SERVICES 家具在人们的生活、工作和学习中扮演着重要角色。家具产品 的质量关系到人们切身利益和身心健康。家具业者已经逐步意 识到家具检测的重要性，提升产品的质量，增强市场竞争力。

出席者用心聆听 工作人员讲解

简介

陈明成（中）与家具检测中心要员交流

大马森林研究院家具检测中心（Furniture

Testing

Laboratory）提供业者，一个家具测试平台，以便在家具

推出市面前，及早获知它的毛病，从而作出改善，提升家具素质。 服务范围

各类家具包括：桌椅、厨柜、床、双层床、户外家具、教室家具、办公室家具、家具零件等。

申请程序

1. 业者提出书面申请 2. 填写表格B/FTL/6.1 (m) 3. 在开始测试前，业者必须支付款项 4. 业者需表明领取检测报告的方式：电邮或是亲自前往索取

收费

收费依家具种类及设计而定，从240令吉至1800令吉不等。

地址

Furniture Testing Laboratory (FTL) Forest Research Institute Malaysia (FRIM) 52109, Kepong, Selangor

电话／传真 电邮

网站

Tel: +603-6279 7381 / 83 / 86 Fax: +603-6280 4615 ftl@frim.ogv.my arshad@frim.gov.my www.frim.gov.my

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隆雪家具企业商会于2010年9月2日组织“ 家 具检测中心技术考察团” ，拜访大马森林研 究院家具检测中心（FRIM Furniture Testing Laboratory ） ， 聆 听 该 中 心 负 责 人 汇 报 及 介 绍，并举行交流会，以深入了解该与家具行业 息息相关的检测中心。 本会透过这次的考察团，加深会员对家具检测 重要性认知，提高家具产品的质量，国内家具 行业才能不断向前发展。 大 马 森 林 研 究 院的 家 具 检 测 中心成 立 于 1989 年，以协助家具业者提升家具产品质量为主要 目标。 该中心为家具行业提供家具测试平台，专业的 团队和完整的检测仪器，获得国内外机构认 可。家具检测中心拥有先进的配备，能为家具 业者提供准确性测试服务，以保障产品质量。 产品测试服务涵盖了木家具、户外家具、室内 家具、办公室家具等，并依据国际品质管理标 准进行产品的稳定性、安全性、耐久性、冲 击、跌落，强度等测试，帮助客户进行产品质 量控制及设计改进方面的技术咨询服务。 通过测试，可以预先发现家具产品的问题，让 家具业者作出改善，从而避免品质差劣事件， 提高产品品质及公司信誉。

大马森林研究院树木产品加工及 设计专案主管陈有荣博士 家具检测中心拥有整百名博士级人员及完整仪 器，获得国内外专业机构认可，足以应付国内 家具商对产品检测的要求。 可惜的是，许多人不知道我们有提供这项服 务，而浪费金钱和时间，将新制好的家具大费 周章地送往国外进行检测。 因此，我希望透过隆雪家具企业商会的拜访， 能提升本中心的声誉，从而吸引更多家具业者 采用我们的服务。 On 2nd September 2010, the Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA) organised a technical study trip to the Furniture Testing Laboratory at the Forest Research Institute Malaysia (FRIM).

After a round of introductions and briefing given by the personnel, the group engaged in interactions and exchanges to gain an in-depth understanding of how the laboratory is closely related to the furniture industry.

Furnishings play a very important role in our daily lives, whether we are at work or in school.

The quality of furniture products can affect our personal well-being. With public interests at stake, the Malaysia furniture industry has gradually come to terms with the importance

通过测试，可以发现产品问题，作出改善

of furniture testing and how it can enhance product quality and market competitiveness.

The Furniture Testing Laboratory (FTL) of FRIM was established in 1989 with the main objectives of helping furniture industry players improve product quality. Through proper testing, furniture problems can be discovered in advance and industry players can improve on those issues, prevent quality deterioration, enhance product quality and uphold their corporate reputation.

FTL provides a very important furniture testing platform for the industry. Its professional teams and complete suite of testing devices have been accredited locally and internationally. Fitted with state-of-the-art equipment, the centre is able to provide accurate testing services for furniture industry players to ensure product quality.

Its product testing services are provided for all kinds of furniture such as wooden furniture, offi furniture, as well as outdoor and indoor furniture. The tests are done based on international quality control standards to ensure that the products are safe, stable, durable, strong and able to withstand impact and alls.

FTL also provides technical consultancy services to help clients enhance quality control and product design.

Through this study trip, KLSFEA hopes to promote better understanding of furniture testing among industry players, which is important in elevating product quality and spurring the continuous progress and development of the furniture industry.

测试床褥

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NEWS 动态

MAICOM与外交事务部 副部长商讨印度经商机会

MEETING WITH MAICOM AND DEPUTY MINISTER ON BUSINESS OPPORTUNITY IN INDIA

凭借其在世界出口市场排名前十位，可见马来西亚的家具业是绝对决策产生 影响全球。 KLSFEA（隆雪家具企业商会）一直在寻找机会及合作伙伴，以 便帮助其成员进一步扩展全球业务。 而机缘之下，MAICOM（马来西亚印度商会） 邀请KLSFEA在印度展示其产品。隆雪家具企 业商会与马来西亚印度商会于隆雪家具企业商 会位于双溪毛糯的办公室举行了一次会议，出 席者包括会员们及外交事务副部长兼MAICOM YB Senator A. Kohilan Pillay。 外交事务部于海外积极推动马来西亚产品，并 热衷地鼓励马来西亚商家与有关机构如何能与 其他国家合作一起在实现这目标。YB Senator 在致开幕词时强调了印度是个潜在市场。 “ 作 为亚洲的第二大国家，印度的市场需求量 正迅 速增加。” 印度当地市场强劲，印度政 府一直 鼓励外商投资于该国。 据 Jaggarao Simancha ， MAICOM 副 总 裁 表 示，马来西亚制造的产品以优良的品质及实惠 的价格获得赞誉。 “ 马来西亚政府的倡议下 ， 我国的产品在印度或有相当好的评价。印 度拥 有11亿人口，马来西亚制造商应借此机 会进入 这个巨大的市场。”

With its top ten ranking in the world export market, Malaysian’s furniture is definitely making an impact globally. KLSFEA (The Kuala Lumpur & Selangor Furniture Entrepreneur Association) is always looking for opportunity and partnership to help its members further expand their businesses globally. One such opportunities presented itself recently – an offer to exhibit their products in India.

In one such opportunity, KLSFEA was invited

by MAICOM (Malaysia-India Chamber of Commerce) to exhibit their products in India. A meeting was held at the KLSFEA office in Sungai Buloh, Selangor, attended by the members, YB Senator A. Kohilan Pillay, the deputy minister of Foreign Affair and representatives from MAICOM. At the meeting, KLSFEA was lead by its president, Richard Ko, vice president Wong Thian Choy and Secretary General Gan Tai Hwa.

The Foreign Affair ministry is keen to promote Malaysia’s products overseas and is keen to encourage how Malaysia can work together with other countries in achieving this purpose.

YB Senator highlighted the potential market in India in his opening speech. “As the second largest market in Asia, there is a demand in the India’s market and it’s increasing rapidly.”

The local market in India is strong and the Indian government has always encouraged foreign businesses to invest in the country.

According to Jaggarao Simancha, the deputy president of MAICOM, products made in Malaysia received praises for its good quality and affordable prices. “Due to Malaysia government initiative, the country products are well-known in India. With 1.1 billion populations, Malaysian manufacturers should take the opportunity to tap into this huge market.”

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佛山亚洲国际 访本会商务 考察

SINO-MALAYSIAN FURNITURE TRADERS SHARE INFORMATION AND BUSINESS OPPORTUNITIES

该中心代表莅临本会

亚洲国际家具材料交易中心与本会融洽交流

2010年10月28日，中国佛山市亚洲国际家具材料交易中心到访隆雪家具企业商 会，双方 进行商务交流，促进马中两国经贸往来。 在本会会长许 裕及理事的陪同下，该中心的 代表团参观3间位家具工厂，以了解本地家具 工厂的生产规模与运作。 同时，该团也参观本会行政楼，及举行交流会。 他们对于本会的完善结构组织及庞大商务联络 网，赞不绝口，并万分期待双方未来合作。 隆雪家具企业商会会长许 裕表示，大马家具 业者对中国经济发展充满信心，看准自贸区成 立后的新形势，并趁机进军中国庞大的市场， 开拓商机。中国家具市场庞大，能提供的家具 材料选择与样式也比较多。 亚洲国际家具材料交易中心是一站式综合家具 材料交易平台，总投资仅人民币20亿元，占 地近1000英亩，规划总建筑面积约120万平方 米，是目前世界最大型且具有土地产权的国际 性家具材料专业市场，是中国顺德龙江镇的标 志性项目。 该中心是全球家具材料采购中心，接近1500个 展贸式商用旺铺，集合展示、销售、办公、仓 储为一体。 同时，一年两届的亚洲国际环保家具材料博览 会以“ 创新绿色家具材料，构建全球采购盛 会” 为主题，整合顺德的家具产业资源，倡导 绿色环保理念，至今已成功举办4届。

这次的代表团团，多以原料商为主，包括五 金、布料、配件、化工及皮革等。经过双方交 流后，必定能通过互补来达致双赢，提升马来 西亚家具形象与销售。 Members of the Asia International Furniture Material Trading Centre from Foshan City, China, visited the Kuala Lumpur and Selangor Furniture Entrepreneur Association on the 28th of October 2010. A business exchange promoting trade between China and Malaysia was conducted. The delegates were accompanied by council members as well as the President of the Association, Mr Richard Ko in their visit to three furniture plants. The tour gave the guests an understanding of the production scale and operation of the local furniture manufacturers.

The delegates also visited the Association’s office where they met with members of the Association. The visitors were impressed by the comprehensive institutional framework and the expansive business network of the Association and expressed looking forward to future collaborations with the Association. In his reply, Mr Richard Ko spoke of the confidence that Malaysia’s furniture entrepreneurs had in China’s economic development. He said that Malaysian entrepreneurs, aware of the favourable circumstances created by the Free Trade Area, have seized the opportunity of exploring the huge Chinese market for business

opportunities. With its large market for the furniture trade, China offers more variety when it comes to selecting furnishing materials.

The Asia International Furniture Material Trading Centre is a comprehensive, one-stop marketplace for furniture materials. With an investment capital of 2 billion RMB, a land area of 1000 acres and a built-up area of 1.2 million square metres, the Centre holds its land property rights and is currently the world’s largest international market specialising in furniture materials. The Centre is also a landmark project in Longjiang Town of Shunde District, China.

In conjunction, the half-yearlyAsia International Green and Environmental Furniture Material Exposition consolidates the resources of the furniture industry in Shunde district to promote environmentally-sustainable furnishing materials. With a theme of “Innovating Green Furniture Materials and Creating the Largest International Trade Fair”, the exposition has seen four successful consecutive runs The delegates are primarily in the trade of raw materialssuchashardware,textiles,accessories, chemicals and leather. Such bilateral exchanges offer complementary advantages and a winwin situation for both parties and will also help enhance the brand image and sales volume of furniture made in Malaysia.

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NEWS 动态

会员大会推动会务发展

ORGANISING MEMBERS’ CONFERENCE TO PROMOTE OPERATIONS DEVELOPMENT

隆雪家具企业商会举办常年会员大会，共商对策，推 动会务发展，并且进 一步发展我国家具业。 许 裕也说，家具制造向来属于环保工业，采 用原材料制造，当中使用少量化学物品，只衍 生垃圾处理问题。 因此，他希望政府不要强逼厂商设立达20万令 吉的卫生设备，因为小型厂商不能负荷。

本会于2010年4月29日举办“ 2010年常年会员 大会” ，并且在会议上通过7项提案；大会议 长为黄郁 。本会是依据章程，每年4月30日 之前必须举办常年会员大会。 在今年的大会上，最为会员及媒体关注的是雪 州国际家具城的进展。会长许 裕指出，本会 已物色数个地段，与雪州政府洽谈以发展雪州 国际家具城。 他强调，一旦雪州国际家具城建竣启用，即可 将本地家具业带上国际轨道，预计家具业成长 率可增加50%。 此外，他也提及外劳课题，促请政府仔细研究家 具业面对的窘境，特别是调整外劳人头税、申请 外劳手续的繁文缛节等，令家具业者很为难。

The Kuala Lumpur and Selangor Furniture Entrepreneur Association holds its Organising Members’ Conference (OMC) annually to discuss strategies to promote operations development and further develop Malaysia’s furniture industry.

KLSFEA organised its 2010 Annual OMC on 29th April 2010. There are seven motions that have been approved during the meeting. The Chairman of the Conference is Huang Yushen.

According to the constitution of KLSFEA, the annual OMC must be held before 30th April each year. During this year’s OMC, the progress of the Selangor International Furniture Hub has become the main concern of most members and the media. President Richard Ko pointed out that KLSFEA had identified a few locations, and KLSFEA was in discussions with the Selangor state government about the development of the Selangor International Furniture Hub.

He stressed that once the Selangor International Furniture Hub had been constructed and launched, it could bring the local furniture industry into the international market. By that time, the growth of the furniture industry is expected to increase by 50%.

In addition, he also brought up the issue of foreign labour. He urged the government to examine the dilemma faced by the furniture industry, especially since revisions of foreign workers’ levies and complex paperwork and red tape involving licence applications for foreign workers had been making things very difficult for furniture industry players.

Richard Ko also said that furniture manufacturing had always been considered a part of environmentally-friendly industries, as raw materials were used in the manufacturing process and only a small quantity of chemical products was involved, so industry players only needed to deal with waste disposal problems.

Therefore, he hoped the government could stop compelling manufacturers to establish sanitary facilities that cost RM200,000 because small companies would not be able to afford the cost.

隆雪家具企业商会2010年常年会员大会提案： 限，并依据业者所填写的数额给予全数批准。惟有以开

提案： 呼吁马来西亚家具工业总会（MFIC）及马来西亚家具同业 联 合总会（MFEA）尽快落实合并。 提呈原因： 呼吁马来西亚家具工业总会（MFIC）及马来西亚家具同业 联合总会（MFEA）尽快落实合并。以迈向一个商会，一 个 声音的理念。两大总会的合并，将使家具业更团结及强 大，造福大马家具业及会员。同时能让家具业者更有效与 政府及各相关机构对话，为家具业谋求福利。 提案： 呼吁政府及相关机构，拟出长期及全面的外劳政策。 提呈 原因： 呼吁政府及相关机构，拟出长期及全面的外劳政策，以解 决家具业者面对外劳短缺的问题。在这方面，政府应放宽 本地及外国员工比例的外劳申请人数，同时缩短批准期

明、合理及有效的外劳政策，才让家具业出口保持世界第 十大的地位。 顾问王建设补充，外劳短缺问题严重。今日提案通过后， 我们将在马来西亚家具同业联合总会（MFEA）及马来西亚 家具工业总会（MFIC）的会员大会上提出，让两大总会收 集意见后，向政府反映。 提案： 呼吁雪州政府和隆雪家具企业商会一起发展雪州国际家具城。 提呈原因： 呼吁雪州政府与隆雪家具企业商会密切合作，一同发展雪 州国际家具城，以一站式方式来发展家具业，届时也将搬

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迁双溪毛糯非法工厂，落实漂白计划。商会希望获得政府

以便凝聚同业力量，共同发展家具业，并促进同业之间的

各方面的协助及津贴，以在超过1000英亩，及靠近巴生港 口 的地段落实家具城。

互惠互利，及维护同业在行业上的权益。

提案： 呼吁隆雪家具企业商会协助筹办中国北京大马家具品牌馆。 提呈原因： 呼吁隆雪家具企业商会创造中国北京大马家具品牌馆，以 带领国内家具及制造商，带着自家品牌走出大马，进军中 国。结合马中两国的家具技术及产品优势，将使双方在全 球家具领域大放异彩。 提案： 呼吁隆雪家具企业商会设立家具检测中心，以作为家具行 业 公共技术测试平台。 提呈原因： 呼吁隆雪家具企业商会设立家具检测中心，以作为家具行 业公共技术测试平台。凭着专业知识和技能，提供谘询和 技术指导，为业者提供各项测试，帮助业者达成目标，并 在国内外市场领域加强竞争优势。

会长许 裕补充：若本会达致1000名会员，相信能充分发 挥商业网络的力量，令大家的生意蒸蒸日上。 提案： 呼吁隆雪家具企业商会与环境局对话，以深入了解环境素 质 法令及环境局的规范。 提呈原因： 呼吁隆雪家具企业商会与环境局对话，以深入了解环境素 质法令及环境局的规范。同时也反映双溪毛糯家具厂商的 问题及窘局，希望双方能达致谅解，避免对方频频到来取 缔违反条文的厂商，加重厂商的经济及精神负担。 陈明成补充，较早前本会会员接获传票，被环境局谕令他 减少环境污染，可是对方仅是小规模工厂，无法支付高昂 的系统提升费。因此我呼吁公会尽快落实家具城，以缔造 双赢政策。

提案： 呼吁隆雪家具企业商会积极招收会员，尽快达致1000名会 员 的目标。 提呈原因： 呼吁隆雪家具企业商会积极招收会员，尽快达致1000名会 员的目标。

会长许 裕 补 充 ： 本 会 将 向 深 圳 市 家 具 行 业 协 会 收 集 资 料，以证明家具业是环保行业，因为家具业极少使用化学 材料。

ASSOCIATION ACTIVITIES/ INTRODUCTION The 2010 annual general meeting of the Kuala Lumpur and Selangor Furniture Entrepreneur Association was held at the association’s building on the 29th of April. Members responded actively in the AGM in which seven motions aimed at improving the furniture trade were passed.

Motions Passed at the 2010 Annual General Meeting 1. That this meeting, mindful of the goals of establishing a single unified trade association and bringing about unanimity within the industry, calls on the Malaysian Furniture Industry Council (MFIC) and the Malaysia Furniture Entrepreneur Association (MFEA) to promptly realize the merger of the two associations. Such a merger will not only unite, strengthen and benefit the furniture industry, but will also improve dialogue between industrial players and the relevant government authorities.

2. That this meeting calls on the government and the relevant authorities to come up with long-term and comprehensive policies addressing the issues faced by furniture entrepreneurs due to the shortage of foreign workers. In this respect, the government should ease the foreign labour quota, expedite the approval process for applications to employ foreign workers and approve the entire foreign labour quota as stated in the employers’ applications.

Foreign labour policies that are liberal, rational and effective will serve to ensure that Malaysia maintains its standing as the world’s 10th furniture exporter.

3. That this meeting calls on the Selangor state government to work closely with furniture entrepreneurs in Kuala Lumpur and Selangor to jointly develop the Selangor International Furniture City into a one-stop facility for the furniture industry, following which the relocation of illegal factories away from Sungai Buloh can be facilitated. It is also hoped that the government can provide support and funding in every respect so as to realize the development of the Furniture City on a land area of over 1000 acres located in the vicinity of Port Kelang.

4. That this meeting calls on the Kuala Lumpur and Selangor Furniture Entrepreneur Association to help showcase Malaysian brands at the China Beijing International Furniture Exhibition and to foster the penetration of Malaysian furniture into the Chinese market. Incorporating the technologies and product advantages of the Sino-Malaysian furniture industries will allow both countries to excel in the global furniture trade.

5. That this meeting calls on the Kuala Lumpur and Selangor Furniture Entrepreneur Association to set up testing centres to assess non-proprietary technologies of the furniture industry. Through such testing centres, the Kuala Lumpur and Selangor Furniture Entrepreneur Association can, based upon its professional expertise and competence, provide consultation services, technical advice and various testing services to help industry players and to enhance their competitiveness in domestic and foreign markets.

6. That this meeting, mindful of the need for members of the trade to come together to develop the furniture industry, the need to promote mutual benefits and the need to defend the rights of furniture entrepreneurs, calls on the Kuala Lumpur and Selangor Furniture Entrepreneur Association to proactively recruit members so as to attain the membership goal of 1000 members as soon as possible.

7. That this meeting, noting the importance of reconciliation and seeking to allay the concerns of furniture entrepreneurs from the authority’s frequent crackdowns on contravening manufacturers, calls on the Kuala Lumpur and Selangor Furniture Entrepreneur Association to improve dialogue with the Department of Environment, to obtain in-depth knowledge on legislations governing environmental quality as well as environmental norms and standards issued by the Department of Environment and to report to the Department of Environment the challenges and difficulties encountered by the manufacturers of Sungai Buloh.

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NEWS 动态

本会参与家具同业活动

马来西亚家具同业联合总会8周年与沙巴家具业公会20周年暨鲁班先师诞辰

本会理事邱曜仲代表出席“马来西亚家具同业联合总会8周年与沙巴家具 业公会20周年暨鲁班先师诞辰”

同业聚首共庆新春

隆雪家具企业商会于2010年2月27日举办“ 虎跃龙腾新春联欢晚

INDUSTRY PLAYERS GOT TOGETHER FOR CHINESE NEW YEAR CELEBRATION

会” ，和会员、同业、厂商伙伴，同欢共庆金虎年。新春联欢 晚会备有自助餐及多项精彩节目，吸引逾百人参与其盛，场面 盛大热闹。新春晚会已然成为本会的常年活动，本会藉此机会 与同业、会员及双溪毛糯厂商、居民等联系，促进情谊，分享 新春佳节的喜悦。 KLSFEA held a Chinese New Year celebration called “Leaping Tigers and Soaring Dragons” on the evening of 27th February 2010. Fellow members, industry players, manufacturers and partners were invited to celebrate the Golden Tiger year with joy. The party was complete with a buffet spread and many fascinating programmes. Over a hundred people were attracted to the gala event and it was a bustling scene of merriment.

The Chinese New Year celebration has become a part of our annual activities. It is also a good opportunity for KLSFEA to interact with fellow industry players, members and manufacturers and residents from Sungai Buloh, promote friendship ties and share the joy of the spring festival.

本会邀请 零 售业者聚餐

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SPECIAL COLUMN 专栏

大马家具走向世界

MALAYSIA’S FURNITURE INDUSTRY GOES INTERNATIONAL

在马来西亚家具业者的共同努力下，大马家具如今 已经是一个年出口总值达到近百亿令吉的行业。

作者：林幸昌Lim Sin Cheong 职位：《联合日报》经济组主任 United Daily News Business Editor

还记得在1988年时，我国家具出口的总值只不

这样的努力不只令到马来西亚家具的品牌在国

购兴，因为国际家具市场到处充斥着许多不同

过是处于约1亿2千万令吉的水平而已，不过， 到了 1999年便已经 大幅攀升 的50亿零 吉，这 意味在这十一年是这一行业的黄金时期，因为 我国家具出口业几乎每一年都取得40％的复合 增长率。

际家具上占有一席之位，同时也进一步将我国 的家具业出口总值推至另一个高峰。

国家或地区的家具产品，可供这些买家选择。

当时，最大的单一买家主要是来自美国，占大 马家具出口超过30％的份额。接着是日本，占 约15％到20％的份额。当时大部份的国内家具 出口是通过代理和分销商销售给美国顾客。这 些代理和分销商是本身的品牌分销这些家具。 尽管我国家具出口在90年取代大跃进，但是国 内家具业者并没有因此放松，反而更积极地提 升大马家具的素质，以及加入更多创意，并且 开创自己的品牌，直接吸引来自世界各地的更 多买家。

根据马来西亚家具促进局首席营运员区达平在 2010年6月份表示，马来西亚的家具总出口额 预计将会在在2010年内达至100亿令吉。 这意 味着马来 西亚家具出 口继1999年突破 50 亿令吉之后的十一年，也就是2010年将进一步 翻倍至100亿令吉。 这是本地家具业者值得骄傲的成就，因为如果 没有业者以及各有关方面的互相配合，这样的 成就是很难达到的。 众所周知，家具行业是一个竞争激烈的行业， 马来西亚家具业者的品牌或是产品，如果少一 点品质或是少一些创意，将无法吸引到买家的

而马来西亚家具如今可以在国际市场上站稳步 伐，显示了我国家具确实拥有本身的竞争优 势。举个例子，中国家具业者在工资成本方面 占优势，在价格方面，大马业者可能无法与中 国业者竞争，但是马来西亚在其它方面依然较 中国占优势，其中包括拥有稳定的管理政策、 先进的基本设施、创新的设计、高水平的品质 等，这些都是令到大马家具在国际市场更有具 竞争力的主因。 无论如何，与其他出口行业一样，大马家具出 口行业也不时面对各种的挑战，例如金融海 啸、全球经济衰退以及美国市场萎缩等，而 2010年的最大挑战便是来自令吉汇率的升值。 众所周知，今年以来令吉汇率大幅升值超过

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10%，已经对国内的家具出口业者造成重大的 打击，这主要是因为我国家具业者一般赚幅不 超过10%，如果令吉兑换美元汇率增值的幅度 达到10%，将使这些业者蒙受亏损。 此外，除了需要关注令吉汇率的走势之外，政 府逐步削减燃油补贴，而使到电费和天然气未 来几年显著调涨，也将对国内的家具业者带来 严峻的挑战。

total furniture export revenue is expected to reach RMB10 billion in 2010.

This means that 11 years after it hit record high figures of RMB5 billion in revenue in 1999, Malaysia’s furniture export market will experience exponential growth and achieve RMB10 billion in revenue in 2010.

无论如何，尽管摆在国内家具业者的前路依然 艰辛，但是凭着家具业者过去面对各种挑战的 经验和毅力，就算前路再多么地困难和荆棘， 都不会难到马来西亚家具业者，相信他们在克 服务这些困难之后，会继续稳步地带领马来西 亚家具业再创高峰！

In any case, just like the export sector of other industries, Malaysia’s furniture export market is also faced with various challenges from time to time, such as the financial tsunami, the global economic recession and bleak outlook in the US market.

In 2010, the greatest challenge faced by the industry comes from the appreciation of the Malaysian ringgit.

The furniture industry in Malaysia has now become a profession with almost RMB10 billion in annual export revenue, thanks to the joint efforts of industry players.

In 1988, Malaysia’s total annual revenue from furniture export was only about RMB120 million.

However, the industry achieved exponential growth of RMB5 billion by 1999. With export revenue increasing at a compound growth rate of 40% every year, these 11 years signified a prime period for Malaysia’s furniture industry.

During that time, the biggest purchasers were mainly from the United States. This group accounted for over 30% of Malaysia’s furniture export sales. This was followed by Japan which accounted for about 15% to 20% of the export revenue. At that time, most of our local furniture was exported to US clients through agents and distributors, who sold these furniture products under their own brands.

Although Malaysia’s furniture export market improved by leaps and bounds in the 90s, local industry players did not rest on their laurels.

On the contrary, they worked even harder to improve Malaysia’s furniture quality, upped a notch on innovation and created their own brands, in order to attract more purchasers from around the world.

Such efforts have not only given local brands a slice of the international furniture market share, they have also elevated Malaysia’s furniture export revenue to greater heights.

According to a statement made by Mr. Au Leck Chai, CEO of Malaysian Furniture Promotion Council (MFPC), in June 2010, Malaysia’s

local furniture truly has its own competitive advantages. To cite an example, China’s furniture industry players enjoy labour cost advantages and Malaysia’s furniture businessmen are unable to compete with them in terms of pricing, but Malaysia still has advantages over China in other aspects, including the stability of management policies, advanced infrastructure, innovative design, high quality, etc. These are the main factors that can further enhance the competitiveness of Malaysia’s furniture industry in the international arena.

As we all know, the ringgit has appreciated by more than 10% this year. The huge margin of increase has dealt a huge blow to local furniture exporters. This is mainly because the profit margin for local furniture businessmen is generally less than 10% and if the ringgit appreciates by 10% against the US dollar, these businessmen would incur losses.

Local furniture industry players should be proud of this accomplishment as it would be very hard to achieve such targets without collaboration among industry players and all parties concerned.

As we all know, the furniture industry is a highly competitive profession. If our local furniture products or brands are slightly lacking in quality or creativity, they would not be able to attract purchasers or get them interested, especially in the international furniture market which is full of products from many different countries or regions for these purchasers to choose from.

However, the fact that Malaysia’s furniture industry can now have a firm foothold in the international market has shown that our

Besides the need to focus on ringgit currency movements, the government’s gradual reduction of fuel subsidies will cause the price of electricity and natural gas to increase within the next few years and this will bring about tough challenges for local furniture industry players.

Although Malaysia’s furniture industry players are in for a bumpy ride, but with all their past experiences and persistence in overcoming various challenges, they would not be subdued despite the difficulties and obstacles ahead.

After overcoming these difficulties, they would definitely be able to continue their journey steadfastly and lead Malaysia’s furniture industry to scale greater heights.

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SPECIAL COLUMN 专栏

商会的发展之道 DEVELOPMENT OF THE CHAMBER OF COMMERCE

商会组织是由相同产业的企业所组成，基于共同 理念与目的而结合，以推动产业的发展手段，创 造国家、产业、企业、社会的双赢。它在产业集 中化的时任环境里，扮演非常重要的角色。 一般来说，商会组织除了要公开透明度外，也要 对会员、一些特定对象的承诺与义务，不只是 行动或完成的工作，而是为结果负责的过程。 基于商会所需负担的承诺与义务，以目前商会 普遍存在的问题来看，商会实需在某些方面作 出策略性的变革，以解决目前所面临的问题。 下列为所建议的解决之道： 1. 联合行政运作，以降低营运成本。 2. 经费与计划的合并执行，以预算作为工作目 标的基准。 3. 善用政府的政策，强化与政府的互动。 4. 确实找出与强化商会之核心竞争力。 5. 强化商会的行销作业，以推广商会的理念， 吸收会员、促进商会永续发展。 因此，商会的实质管理应该考虑下列的方向: 第 一：商会组织将面临更大变数和危机，除了 日常管理事务，必须确保建构和营造，能够运 作未来发展的组织。 第二：所有商会组织都不可避免的面临财务问 题。特别是当任务功能越多，所需财源就更 大，因此，筹措财源的策略是关键。 第三：商会既然面临金钱与人才不足的结构问 题，那必须落实有效的财务管理制度和做法。 第四：人才是必要条件，否则商会无法担负重 要的产业力量。商会不止是善用人才，还要留 住人才，共同为商会效劳。 第五：商会内部一定要做到民主、效率、创新 和沟通。尤其当规模日益扩大之后，内部沟通 的流畅和效率，就会愈来愈重要。 第六：商会的组织决策机关，在未来的定位、 功能和效率，一定要大大改变。理事们的决策 过程要与秘书、执行部门相互搭配，不能有矛 盾和冲突。 第七：未来商会，一定会愈来愈需要各种专业 人士，投入各种不同的计划工作，以深耕各项 计划的专业基础。因此如何吸引、善用专业人

士，也是商会组织管理人的主要课题之一。 第八：商会既然面对更多、更大的挑战；投入 组织运作的职员、秘书，甚至执行委员、理 事，势必将被赋予更多的负担和工作量。因 此，如何维持商会内部职工、秘书事业生涯的 成长，不致产生集体的身心俱疲症，应该是商 会管理者、理事们必须承担的责任。 一个商会的管理，除了上述方向外，实需整体 会员之间建立互信，方向一致，设立目标与步 骤，才能在公正、公平、公开的原则下发展与 茁壮。 The Chamber of Commerce comprises organisations and business from the same industry, grounded with a common philosophy and purpose to promote industrial development to achieve win-win situations whether internationally, or between industries and businesses. It plays a very important central role in the country’s industrial sectors.

Along with such pioneering efforts come reforms. In general, accountability is of similar importance as transparency to trade associations. Accountability refers to the commitments and duties of such organizations towards their members and other specific parties. One’s accountability is not solely defined by one’s actions and accomplished tasks, but also determined by the willingness of one to accept responsibility for the consequences.

In view of the responsibilities of, and the issues currently prevalent in the organization, the association needs to implement certain strategic reforms in order to overcome the challenges it faces today. The following are the proposed solutions: 1. Merging administrative operations to reduce operating costs.

2. Executing projects and setting work targets based on the budgets allocated.

3. Leveraging on governmental policies and fostering interaction with government authorities.

4. Identifying and enhancing the association’s core competencies.

作者：冯干城 Ken Feng 职位：台北形形色色商务谘询总顾问 Principal Business Consultant at Cloud Seed Group (Taipei)

5. Advancing the sustainable growth of the association by intensifying marketing activities to promote the association’s philosophy and to increase the recruitment of new members.

The following points should be considered in the actual management of the organization: First, the association will encounter greater risks and uncertainties. Other than the management of routine activities, the association needs to create and build an organization that remains relevant even in the face of future developments.

Second, it is inevitable for all trade associations to be beset by fi woes. Funding is required especially when the associations take on more responsibilities or expand its functions.

Sound funding strategies are thus crucial to trade organizations.

Third, effi fi management systems and practices are needed for the organization to overcome its issues of budgetary constraints and shortage of talents.

Fourth, the acquisition of talents is essential for the association to be able to assume the responsibilities expected by the industry.

Fifth,theassociationneedstoadoptademocratic, effective, creative and communicative approach in its internal management. Unobstructed and effi communication is especially important as an organization grows.

Sixth, drastic reforms are needed in defining the future roles, functions and capacities of the organization and policy-making organs of the association. Council members need to coordinate their decision-making process with the secretariat and the executive arm of the association to avoid confusions and confl Seventh, the association will have an increasing need for volunteers to carry out and lay the professional groundwork of various programs.

Hence, one of the main issues facing the management will be the attraction and deployment of volunteers.

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