FurniSense Vol.3

隆雪家具

03 2012 市场开发援助金 让更多业者受惠 PROMOTING THE DEVELOPMENT OF TIMBER INDUSTRY- GOVERNMENT TO IMPROVE MEASURES

上下一心 达成共识 ONE MIND, ONE CONSENSUS

人工林种植计划与 原材料短缺问题 FOREST PLANTATION PROGRAMME AND THE SHORTAGE OF RAW MATERIALS

家具业 最新趋势 LATEST TRENDS IN FURNITURE INDUSTRY

The Kuala Lumpur & Selangor Furniture Entrepreneur Association 隆雪家具企业商会

KLSFEA 隆雪家具 2012 年 vol.3 PUBLISHER THE KUALA LUMPUR & SELANGOR FURNITURE ENTREPRENEUR ASSOCIATION (KLSFEA) 吉隆坡暨雪兰莪家具企业商会（隆雪家具企业商会） President 会长 Edmond Chew / 周嘉昌 Senior Advisor 资深顾问 Ong Kian Sek / 王建设 Project Director 专案总监 Tan Keng Heng / 陈景兴 Chong Thiam Fook / 张添福 SECRETARIAT 秘书处 Secretary General 秘书长 Nelson Tan Meng Seng / 陈明成 全体理事 全体工作人员 EDITORIAL PUBLISHER 编辑出版社 iN Publishers Sdn.Bhd / 英出版站有限公司 PRINTER 印刷 XXXXXXXXXXXXXXXX

顾问团名单 Advisory Board 名誉顾问 Honorary Advisor / 拿汀巴杜卡陈仪乔 Datin Paduka Dr. Tan Yee Kew / 区达平 Au Leck Chai / 黄郁 Richard Wong 资深顾问 Senior Advisor / 王建设 Ong Kian Sek 法律顾问 Legal Advisor / 张德祥律师 Lawyer Teoh Teck Siong / 骆俊宏律师 Lawyer Lok Choon Hong / 李善图律师 Lawyer Lee Sze Yin 医药顾问 Medical Advisor / 黄俊杰医生 Dr. Ng Chun Kiat 创意顾问 Creative Advisor / 许德胜 Tatsun Hoi / Jirawat Tangkijngamwong / 梁国铭 Eric Leong 财政顾问 Finance Advisor / 陈文博 James Tan 咨询顾问 Advisor / 冯干城 Feng Kan Chen

秘书处职员 Secretariat 营运长 Chief Operating Officer / 梁惠丽 Sally Liew MF3 营运经理 MF3 Operations Manager / 叶国丰 David Yap MF3 副营运经理 Asst. Operations Manager / 温海伦 Hellen Woon 高级营运专员 Senior Operations Executive / 黄婉君 Wong Yuan Choon / 黄媲诒 Florence Wong 营运专员 Operations Executive / 邓 谚 Candace Thin / 黄韵霓 Tenny Wong MF3 营运专员 MF3 Operations Executive / 蔡诗恩 Chuah Sze Ng 营运专员 Corp. Comm. Executive / 林可秀 Lam Ker Siew MF3营销专员 MF3 Event Sales Executive / 陈诗文 Timothy Ding 会计及行政专员 Account & Admin Executive / 李桦苹 Ivy Lee 人事及行政专员 HR & Admin Executive / 张雪仪 Sheryee Tieu 书记 Clerk & Receptionist / 李易芳 Yuki Lee

出版及发行 Publisher / 吉隆坡暨雪兰莪家具企业商会 The Kuala Lumpur & Selangor Furniture Entrepreneur Association 37 A-C, Jalan Kati/E, Seksyen U19, Taman Medan Mas, Kg. Baru Seri Sg. Buloh, 40160 Shah Alam, Selangor. 服务热线 Tel / +603-6140 1202 传真 Fax / +603-6156 0946 网址 Website / www.klsfea.org.my 电子邮箱 E-mail / secretariat@klsfea.org.my

隆雪家具企业商会 第五届理事会

5th KLSFEA Board Of Committee (2011-2013)

President Edmond Chew Goodnite Ent. (M) SB 会长 周嘉昌

Vice President Wong Thian Choy Novel Furn. SB 副会长 黄天才

Vice President Lim Kean Beng Eukenco Furn. Trad. SB 副会长 林建明

Secretary General Nelson Tan Jukraf Sdn. Bhd. 秘书长 陈明成

General Council Member Lawrence Ch’ng Pellitalia Living Sdn Bhd 理事 庄佑陆

General Council Member Chen Wei Min The Chen Diversified Ent. 理事 曾伟明

General Council Member Richard Ko IB Sofa Sdn Bhd 理事 许 裕

General Council Member Richard Lee Regent Fum. Exp. Consortium SB 理事 李天赐

General Council Member Khoo Yeow Chong Dynamic Furn. Ind.(M) SB 理事 邱曜仲

General Council Member Seak Thean Pow Bagus Curtain SB 理事 石天保

General Council Member Sam Chong Gudang Perabot SK SB 理事 张纹伟

General Council Member Ng Beng Choon Even Sofa SB 理事 黄铭春

General Council Member Ng Tian Poh JP Skyt. Petaling Corp. SB 理事 黄天保

General Council Member Chong Thiam Fook Alfo Group SB 理事 张添福

Deputy President Gan Tai Hwa Rozel Corp. SB 署理会长 颜泰华

Asst. Sec General Albert Khoo Briben Resources SB 副秘书长 邱爱博

Treasurer Eric Lee Mattressworld Mkt. SB 财政 李光森

Asst Treasurer Yap Mon Kuang Hottrax Furn. Trading SB 副财政 叶文光

General Council Member Goh Sing Long Tomta Furn. Manu. SB 理事 吴承良

General Council Member Tan Keng Heng Red Apple Ent. SB 理事 陈景兴

General Council Member Ngua Beng Sun Parkwell Furn. Trad. 理事 杨明山

General Council Member Sunny Ter Tawei (M) Sdn Bhd 理事 戴春平

General Council Member Yap Guan Chee Guan Chee Furn. Trad. SB 理事 叶源至

General Council Member Yap Hoo Zolano Design SB 理事 叶柯

General Council Member Ong Fok Tick BJ Cabinet Ent. SB 理事 王福德

General Council Member Victor Wong HK Furn. Ind. SB 理事 黄海亮

General Council Member Francis Tan Eng Lian Imp. & Exp. Trad. SB

理事 陈观时

Contents

595 5大目标 5 Main goals

022 023 029

9大计划 9 Major plans 5年战略 5 Strategic years

人物专访 Exclusive Interview 上下一心 达成共识 Mr. Edmond Chew, KLSFEA President One mind, one consensus

促进木材工业发展 政府将继续改良措施

Promoting the development of timber industry - Government to improve measures

市场开发援助金让更多业者受惠

030

YB Tan Sri Bernard G.Dompok

032

YB Dato’ Mah Siew Keong

More companies to benefit from MDG

人工林种植计划与原材料短缺问题

036 Dr. Jalaluddin Harun

Forest Plantation Programme and the shortage of raw materials

038

国外展销会 International Exhibition 踏足国际舞台 把品牌推向国外

观摩交流 知己知彼 Mr. Soon Yit Siang

050

Observe and know your competitors

确定本身定位 获得最大成效 Mr. Sunny Ter

Positioning yourself to achieve maximum effectiveness

052

本地展销会 Local Exhibition 家具展销会仍是王道？

新产品的展示平台 Mr. Eric Lim

056

A Platform to Showcase Latest Products

家具展销 竞争激烈 Mr. Kenny Yap

The Competition amongst Furniture Exhibitors

058

品牌 Branding

品牌的核心价值理念 品牌的威力 Mr. Eric Lee The power of branding

062

人无我有，人有我优，人优我特，人特我新 Mr. Khoo Yeow Chong Strive towards Innovation and Excellence

064

Contents

E-时代 E-generation 家具网购 风潮吹起 网络时代到来

The Internet era

070

省时省力 电脑化作业提高效率 Mr. KC Yu

Computerisation: Time and Energy Efficiency

072

有困难就有机会 Ms. Patricia Mok

With Difficulties comes Opportunity

利用社交网站为网购平台

074

Mr. Jeffrey Yap

Using social networking sites as online shopping platforms

076

动态 News 隆雪家具企业商会2011年度会员大会暨第5届理事会选举

The 5th Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) AGM and Board of Committee Election

078

隆雪家具企业商会理事会复选

The Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) Board of Committee Reelection

082

筹建1千万行政大厦基金暨第5届理事会就职典礼晚宴

Fund Raising Dinner for KLFSEA RM10 Million Building Fund cum Inauguration of the 5th Board of Committee

084

隆雪家具企业商会感谢宴

The Kuala Lumpur & Selangor Furniture Entrepreneur Association's Appreciation Dinner

085

马来西亚家具及装饰展销会 理想的一站式平台

One-Stop Center for Malaysian Furniture and Furnishings

最佳摊位设计比赛 The results of "The Best Booth Design" 《马来西亚

迪家具设计比赛2011》 提携新人 不遗余力

Malaysia Batik Furniture Design Competition 2011 Awards Ceremony

第七届马来西亚国际出口家具展 ( EFE ) The 7th Export Furniture Exhibition Malaysia ( EFE )

086 092 096 101

其他 Others 马来西亚家具出口 Malaysia Furniture Export 马来西亚家具进口 Malaysia Furniture Import 家具的艺术化设计与艺术家具的区别

The difference between artistic furniture design and art furniture

042 046 106

八个简单方式 充分体现时尚

Furniture mix and match Eight elements of contemporary design

2012全球家具展 World Furniture Trade Fair 2012 关注自然环境 了解绿色家具 Concern for the environment, Green Furniture 商机 Biznet 隆雪家具企业商会会员的10大好处 Advantages of KLSFEA Membership 招收会员表格 Life Membership Application 免费订阅表格 Subscription Form

114 117 118 121 124 125 128

595之5大目标 持续不懈的大方向

5 Main Goals – Relentless Work of 595 Directions

5大目标就是595的驱动力，是代表吉隆坡及雪兰莪 家具企业力争上游，与国际接轨的决心和宏愿。

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There are 5 main goals which form the drive of 595, representing the determination and ambition of the KL and Selangor Furniture Entrepreneur Association in striving for the best and in integrating with international standards.

1.

建立国际家具城 Establish the International Furniture City

2.

建立品牌家具购物城 Establish the Brand of Furniture City internationally

3.

建立家具产业教育学院 Establish the ‘Furniture Industry College’

4.

建立国际展销会的“马来西亚馆” Establish ‘Malaysia Hall’ in international exhibitions

5.

建立国际据点，成立办事处 Establish the International Base Office

595之9大计划 推动目标达成的执行力 Nine Major Plans – The Execution of 595 Directions

马来西亚展销会 Malaysia Fair

事项: 第4届马来西亚家具与装饰展销会 (MF3) 日期: 2011年 8月4日至7日 地点: 吉隆坡国际会展中心

Event: The 4th Malaysian Furniture & Furnishings Fair (MF3) Date: August 4 to 7, 2011 Location: KL Convention Centre

隆雪家具企业商会于2008年起主办MF3，今年已迈入第4年。展销会是 家具同业最有效的市场渠道，也是商会的经济来源。因此，持续推动及 提升该项展销会，是帮助同业走向国际的主要策略。

The Kuala Lumpur & Selangor Furniture Entrepreneur Association has organised MF3 since 2008, with this being the fourth year of its execution. It is the industry’s most effective marketing channel, and also the main source of income for the association. Therefore, the continuous promotion and enhancement of the exhibition functions as the main strategy in helping the industry move towards the international arena.

事项: 第7届马来西亚国际出口家具展(EFE) 日期： 2011年3月3日至7日 地点：马来西亚雪兰莪沙登农业博览园

Event: The 7th Export Furniture Exhibition Malaysia (EFE) Date: March 3 to 7, 2011 Venue: Malaysia Agro Exposition Park Serdang

马来西亚家具同业联合总会再次肩负起重任，带领本地家具同业一起飞 向国际舞台，为家具业者提供无限商机。一如以往，展会设有最佳摊位 设计与最佳产品设计比赛供展商参加，除了促进彼此间良好的竞争，且 间接给予参赛者一种鼓励，进而提高展会的水准。

The Malaysia Furniture Entrepreneur Association (MFEA) representing the local furniture industry in the international arena provides countless opportunities for the furniture industry. In the previous years, the show has continuously presented “The Best Booth Design” and “The Best Product Design” awards to exhibitors to promote constructive competition, enhancing the exhibition.

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事项：意大利米兰国际家具展考察团 日期：2011年4月12日至19日 地点：米兰，意大利

Event: Trade and Investment Mission to Milan Fair, Italy Date: April 12 to 19, 2011 Location: Milan, Italy

此考察团共有73位会员参加，商会代表1人。考察团目的在于提供会员 一个建立海外市场的机会，探讨市场最新的家具趋势，加强与国际买家 的联系。此次考察会员也参与了由 Centre for Industrial Studies (CSIL) 主办的 “The 11th Edition of World Furniture Outlook 2011/2012” 工 作坊。

A total of 73 delegates participated in the trip with a representative from the association. The trip aims to provide delegates with the opportunity to establish international markets, study the latest furniture trends and to strengthen relationships with international buyers. Delegates also participated in “The 11th Edition of World Furniture Outlook 2011/2012” workshop by the Centre for Industrial Studies (CSIL).

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

申请外劳特许 Special Permit to Employ Foreign Workers

事项：合法外劳生物指纹登记 日期：2011年8月11日 地点：隆雪家具企业商会办公楼

Event: Biometric Registration for Legal Foreign Workers Date: August 11, 2011 Location: KLSFEA Office

隆雪家具企业商会本着以会员的利益为宗旨，考虑到大部分的会员公司 所雇用的合法外劳人数众多，因此自内政部于7月份实行的合法外劳生 物指纹登记开始，商会即向移民局提出申请，要求官员前来会所为会员 的合法外劳进行生物指纹登记。移民局共调派5组官员前来位于双溪毛 糯的会所，为其属下逾700名合法外劳进行生物指纹登记。

Taking into consideration the total number of legal foreign workers that have been employed by a majority of KLSFEA members, the association applied to the Ministry of Internal Security and Home Affairs for the officers to visit the association building to perform biometric registration for the workers. The immigration officials sent five teams to the association building at Sungai Buloh to perform the registration for 700 workers.

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政府事务 Government Affairs

事项: 欧洲市场家具燃性的要求 日期：2011年1月26日 地点：FRIM， Auditorium

Event: Flammability Test Requirements for Furniture in the U.K. Date: January 26, 2011 Location: Forest Research Institute Malaysia (FRIM), Auditorium

英国的家具及软家具火患与安全条例可能是世界上最严格的防火安全条 例。他们要求所有用于室内装饰的布料具备防火功能和所有填充物的阻 燃性。FIRA 讲座主要讲解英国的消防安全，包括了可见与不可见的布 料要求，填充物的要求与防火条规按标签规定。

The furniture and furnishing fire safety regulations in the UK may be the world’s most stringent fire safety standards as they require that all fabrics for interior decoration be fire retardant. The Furniture Industry Research Association (FIRA) sponsored seminar focused mainly on U.K. fire safety standards, including physical and inherent fabric requirements, satisfying fire safety regulations.

事项: MITI and Agencies

Networking Session with

the Private Sector 日期：2011年9月8日 地点：MATRADE

事项：开斋节庆宴 日期：2011年9月13 日 地点：Yayasan Budi Penyayang Malaysia

Event: Jamuan Hari Raya Aidilfitri Date: September 13, 2011 Location: Yayasan Budi Penyayang Malaysia

事项：Greening the Furniture Industry for Sustainability

& Profitability through Eco-Labelling 日期：2011年11月14日 地点：FRIM， Auditorium

Event: Greening the Furniture Industry for Sustainability & Profitability through Eco-Labelling Date: November 14, 2011 Location: FRIM, Auditorium

在气候的变化下，我们面对着整个生态环境的改变。作为一个负责任 的全球公民，消费者应变得更有环保意识。此外，这也延伸到整体社 会的可持续发展性。在马来西亚，适当类型的生态标签认证将有利于 未来的家具市场。此研讨会的目的是分享创建生态标签的重要性及如 何从中获得盈利。

We encounter challenges in the ecological environment due to climate changes. As responsible global citizens, consumers are becoming more environmentally conscious. It also relates to the sustainable development of society. In Malaysia, the appropriate eco-labelling certification will benefit the furniture industry in the future. The purpose of this seminar is to share the importance of creating eco-labelling and how to derive profit from it.

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Event: MITI and Agencies Networking

Session with the Private Sector Date: September 8, 2011 Location: MATRADE

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人力资源发展 Human Resources Development Event: All-round Training Camp Date: January 14 to 16, 2011 Location: Mines Wellness Resort Hotel

(KL) Malaysia

事项：全方位超越巅峰训练营 日期：2011年1月14至1月16日 地点：Mines Wellness Resort Hotel (KL) Malaysia 此训练营由新加坡企业教练韩松 领导，透过此训练营，学员可学会组建团队精神、学会如何 领导带动组织团队、学会从容及自信地与别人沟通和建立自信心、了解本身的强项及弱点、学会 做好选对人，做对事的方法，让生命活得更有价值和做一个感恩的人、建立成功的做事系统、掌 握自己成功的特质，发挥性格的力量、学会利用宇宙的力量加速目标的达成、了解一般生意胜败 及如何避免犯下大错。

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组织发展 Organisation Development

事项：筹募1千万行政大厦基金 这些年来，商会活动愈发蓬勃，由内至外积极的举办和参与不同的活动。商会会务不停的再延 续、增进，而过程中也会流进大量的专业人才、设立培训课程、建立学院等。因此为了商会永续 发展，商会欲建立一个功能完善的综合性行政楼，内部功能设施先进，并取得盈利。具备功能完 善的综合行政楼是须拥有先进资讯化的行政中心，以网络连接市场，提高行政效率。

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Event: KLSFEA Building Fund of

RM10 million Over the years, the association has organised different activities internally and externally.

It has never stopped expanding, bringing in large numbers of professionals, setting up training courses and establishing colleges.

Hence, for the sustainable development of the association, it needs to have a functional and comprehensive administration building with advanced facilities to achieve profitability.

The fully-functional administrative building will have an administrative centre of advanced information technology which will improve administrative efficiency through the network connectivity market.

本会建立资讯化管理系统 Establish Information Management System

事项：商会网站www.klsfea.org.my 正式启用 日期：2011年3月 商会设立的网站www.klsfea.org.my 正式启用。本会希望通过网站的设立，提供会员及同业 一个良好的交流平台，让大家拥有互动的空间，并能迅速获得家具业最新或完整资讯。网 站内容涵盖了本会简介、会务活动、资讯计划及为会员所提供之服务。

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This training camp was led by Singaporean trainers. Through the camp, students learned how to build teamwork, leadership, communicate with others confidently and establish their own self-confidence, understand their strengths and weaknesses, perform par excellence, precisely select the right people and choices, live a more cherished life, be grateful, build a successful organisation, as well as understand the business environment and how to reduce risk factors.

Event: The Official Launch of the Association’s Website,

www.klsfea.org.my Date: March 2011 The association’s website, www.klsfea.org, has been officially launched. The association hopes that the website will be able to provide members and the industry with a good platform for networking and a source of the latest information on the furniture industry.

This website will cover the association’s profile, conference activities, information and services provided by its members.

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家具期刊 Furniture Magazine Periodicals Event: The 3rd Issue of KLSFEA Magazine Date: January 13, 2012 The KLSFEA Magazine is published exclusively for members to provide a wealth of marketing resources as well as to improve the industry image and sales. It will be distributed to government bodies, trade associations and international trade offices.

事项：第3期《隆雪家具》期刊 出版日期：2012年1月13日 商会出版的期刊已来到第3期，期刊专为会员而出版，提供丰富的市 场资源，提高行业形象及营业额。家具期刊将分发政府代表性的社 团、各州会友、家具同业们及各国马来西亚对外贸易发展机构。

福利与文教 Welfare Cultural and Education Event: “We Care About Your Business”

Seminar Date: January 8, 2011 Location: KLSFEA Office

事项：“我们关心您的企业”讲座会 日期：2011年1月8日 地点: 隆雪家具企业商会办公楼 此讲座由百万圆桌会员李莱盛主讲，主要 探讨如何让企业利润持续增长与中小型企 业银行贷款基金。

事项：“第十大马计划营运资金担保计划

（10MP WCGS）- 30亿马币”

讲座会 日期：2011年2月19日 地点：隆雪家具企业商会办公楼 Syarikat Jaminan Pembiayaan Perniagaan Berhad (SJPP)已宣布第十大马计划营运资金担 保计划（10MP WCGS）开放申请，本会邀请 商业融资顾问为会员一一解答有关此融资计划 的问题。

The speaker was Million Dollar Round Table (MDRT) member, Lee Lai Sim (Chief Consultant MAA), who focused on the SME bank loan funds and how corporate profits can continue to grow.

Event: The 10th Malaysia Plan Working

Capital Guarantee Scheme

(10MP WCGS) Date: February 19, 2011 Location: KLSFEA Office Syarikat Jaminan Pembiayaan Perniagaan Berhad (SJPP) has announced that the 10MP WCGS is open for applications. The association invited finance consultants for a Q&A session on the financing plan.

事项：托运服务分享会 日期：2011年5月7日 地点：隆雪家具企业商会办公楼

Event: Haulage Service Sharing Session Date: May 7, 2011 Location: KLSFEA Office

货柜托运的安排对涉及进出口的厂 商而言非常重要，本会诚意邀请本 会委托的托运服务合作伙伴FAST FORWARD LOGISTICS SDN BHD 的常务董事MR. Teoh Cheng Kang 与会员分享托运服务方面的优惠。本 会为会员争取到团体折扣，集合会员 们的使用量，以每个月的货柜托运 至少500箱将能享有的优惠折扣高达 35%，超过500箱则可获得高达38% 折扣，会员们因此可以节省运输成本 与开支。

Realising the importance of haulage and forwarding services to importers and exporters, KLSFEA has appointed FAST FORWARD LOGISTICS S/B as the service provider. Mr Teoh Cheng Kang, the managing director, was invited to share information on the offered haulage services to the members.

The haulage service can help our members in saving costs by its offered group discount. Members are entitled to a 35% discount if the total number of containers in a group is below 500 per month; if the number of containers exceeds 500 per month, the group will receive up to 38% discount, enabling members to save in transportation costs and expenses.

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9

计 划

事项：蓝海战略讲座会 日期：2011年6月11日 地点：隆雪家具企业商会办公楼 在一片红海中，要如何才能突围而出？本会特邀刘 华才博士前来为会员主讲，刘华才博士是获得认证 的蓝海战略顾问师。

Event: Blue Ocean Strategy Seminar Date: June 11, 2011 Location: KLSFEA Office How does a company stand out among others?

The association invited Dr. Dominic Lau, a certified Blue Ocean Strategy guru, as the speaker.

事项：KPI 关键绩效衡量指标讲座会 日期：2011年9月10日 地点：隆雪家具企业商会办公楼

Event: KPI Indicator Seminar Date: September 11, 2011 Location: KLSFEA Office

如何善用 "KPI"关键绩效衡量指标，创造高 绩效组织，平衡记分卡之管理制作。这场 讲座由联商企管资讯机构创办人Mr. CP Ng 主讲。

The seminar was organised by the founder of BIM Consultancy Sdn Bhd, Mr. CP Ng, who spoke on how to utilise the Key Performance Indicator (KPI) to achieve high performances.

事项：“谁说富不过三代”讲座会 日期：2011年10月15日 地点：隆雪家具企业商会办公楼

Event: “Who Said Wealth Shall Not Pass Three Generations?” Seminar Date: October 15, 2011 Location: KLSFEA Office

不少企业家及商业王国，因为没有精心 规划及栽培适当的接班人，而让多年 辛苦建立的财富拱手让人，子孙由富人 变穷人，生活潦倒。顾名思义，此讲座 主要是探讨如何让家族企业得以继续扩 展，由著名培训讲师及财富规划顾问Mr. Million Lo 主讲。

Many entrepreneurs and business empires are not sustainable because they do not have proper succession plans. As the title suggests, this seminar aimed to explore how family businesses can continue to expand their wealth.

The talk was carried out by the well-known trainer and planning consultant, Mr. Million Lo.

事项：波德申水上渡假村两天一夜逍遥游 日期：2011年12月11号 至 2011年12月12日 地点：波德申Avillion 本会主办两天一夜的逍遥游，共有21位会员和职员参加，主要目的是 促进会员联谊，加强彼此互动交流；为会员之间创造合作的契机。

Event: Getaway event at Avillion, Pork Dickson Date: December 11-12, 2011 Location: Avillion, Port Dickson A total of 21 members and staff participated in this 2 day, 1 night getaway. The main purpose of this trip was to encourage members to get together and to promote closer relations.

事项：KLSFEA 迎新之夜 日期：2011年12月31日 地点：Sri Damansara Club

Event: New Year Count Down Party Date: December 31, 2011 Location: Sri Damansara Club

为迎接新的一年到来，商会举办了跨年烟花倒数派对， 同时也颁发第一届会员子女奖励金，以示鼓励和奖励品 学兼优的会员子女。丰富的节目包括魔术表演、小丑吹 气球、幸运抽奖、卡拉OK等环节，让会员尽情娱乐！

KLSFEA held a New Year Countdown Party and the 1st Academic Excellence Award Ceremony on the 31st December 2011. Members and their family members were cordially invited to this celebration. This was a good opportunity for members to network and create business prospects.

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Entertaining programs such as magic shows, clowns specialising in balloon sculpture, lucky draws, fireworks and also a karaoke session were held to celebrate the New Year Festival.

595之5年战略 实现大方向的阶段目标 The 595 vision : 5-year strategic plan

配合政府5年1期的“大马计划”，本会也以5年为一个战略期， 分阶段推动595大方向，确保595大方向如期往前推进，每5年就 取得明确的战略成果，而不是沦为空谈或停滞不前。 In alignment with the government’s five-year ‘Malaysia Plan’, we have conceived a five-year strategic plan to implement 595 directions in stages. The objective is for the plan to be executed as scheduled and to achieve clear definitive outcomes every five-year.

首个5年战略（2010—2014）目标是：

Targeted 5-Year Strategic Plan of 2010-2014 Encompasses:

同业升值

Value added for enterprises:

• 同业对品牌、设计、及各种国际竞争力有明显的提升和改进，更勇于 参加国际展销会，企业升值20%或以上。

• The upgrading and improvement on brand, design, international competitiveness and increased willingness to participate in international exhibitions, thereby increasing industry value by 20% or higher.

• 通过提升同业，让社会对家具行业的印象改观，成为有前途的行业。 • 成功建立优质会员企业团队，成为国际展览会上“马来西亚馆”的先 驱，从而带动整个马来西亚家具企业在国际的品牌定位。 • 同业充分理解政府的各项奖掖、补助、津贴等相关政策和优惠。

• The change of public perception towards the furniture industry, thus improving the future of the industry.

• The establishment of a high-qualified team to become pioneers in establishing a ‘Malaysia Hall’, to drive Malaysian furniture enterprises to promote the industry towards international branding.

• Complete understanding of government policies and various incentives, assistance and grants.

• 完成资讯化、专业化管理，以迈向可盈利的终极目标。 • 实践组织成长，建立专业顾问团队，奠定在官方的代表性地位。

Innovation in Our Association • To have complete information on technology and professional management, ultimately increasing profits.

• Our association will achieve organisation growth, establishing a professional advisory board raising our status as the official representative.

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革新本会

exclusive interview 人物 专访

KLSFEA VOL.3

Edmond Chew

上下一心 达成共识

One mind, one consensus

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公会向来主张系统化，透明化 与制度化。一个公会除了必须 要有制度和系统外，更重要的 是必须要透明化。

Mr. Edmond Chew

The Kuala Lumpur & Selangor Furniture Entrepreneur Association President

请问公会在业内扮演什么角色？例如公会会 员能通过公会得到何种协助，而是个人力量 所无法完成？ 公会是一个团队，团队的力量当然比个人来得 大。如果要举出实际的例子，较早前公会就跟 内政部合作，把外劳漂白的程序移师到公会进 行，让会员不用特地把外劳载到布城去登记漂 白，只需带来公会就可完成漂白，从而提供会 员不少便利，这种就是所谓个人力量无法完成 的事。 身为新任会长，您对公会有何期许？ 其实公会一早就设定了很明确的方向，那就是 595，而595的每一项计划都有负责的理事。 身为会长，我必须要凝聚会员的力量去实行每 项计划。公会向来主张系统化，透明化与制度 化。一个公会除了必须要有制度和系统外，更 重要的是必须要透明化。只有这样，会员才能 更加了解公会的运作，从而建立信心。 公会面临最大的挑战是什么？ 随着会员的增长，诉求也跟着提高，我们面临 的挑战也就更大。比如说建立国际家具城也是 595其中一项非常庞大的计划，在实行如此大 型的计划时，我们必须上下一心，达成共识才 能事半功倍。 遇到意见分歧会怎样解决？ 透过分析每个意见的利与弊，从中达到共识， 再整合。简单来说，就是沟通，只有通过沟通 与透明化的制度去探讨问题，才能有效率的解 决问题的根源，从而达成共识。 大马家具出口量排在世界第九大，以目前的 情况看来，会长您对未来家具业的发展走向 有何看法？ 大马家具业从80年代开始蓬勃发展，从传统 的小型作业到机械化，从开始的2000万令吉 出口量到80亿令吉的出口量，这中间经过了 很多的改革。依我看来，未来趋向于OBM（ 品牌）与ODM（设计）。众所周知，大马是 个原材料丰足的国家，我们应该好好利用这些 原材料，不只是制造，也要注重设计与品牌， 才能让家具业更上一层楼。

In KLSFEA, besides being organised and systematic, the most important thing is being transparent.

When and how did you join the association?

I was invited by a committee member to join the association in 2007. In the beginning, I did not understand its operations, but slowly, I began to understand the association’s goals and vision.

What is the role of the association?

For example, what can members acquire from the association, which cannot be acquired on their own?

The association is a team, and of course the strength of a team is far greater than an individual. For instance, we have previously worked with the Ministry of Home Affairs to carry out the legalisation process for foreign workers within the association. With this, members were spared the trip to Putrajaya to carry out the process.

As the new president, what are your aspirations for the association?

How would you handle different opinions?

We reach consensuses by analysing the pros and cons of each opinion. To put it bluntly, it is all about communication as it is only through communication and transparency that we can solve the problem efficiently.

Malaysia’s furniture export volume is the ninth largest in the world.

On this, what is your view on the progress of the furniture industry?

The Malaysian furniture industry began to flourish in the 1980s, whereby it evolved from traditional small-scale operations to largescale mechanisation. From over RM20 million worth of export volume to over RM80 billion currently, we have seen much reform. In my opinion, the future trend would be Original Brand Manufacturing (OBM) and Original Design Manufacturing (ODM). As we all know, Malaysia is a resource-rich country. We should make use of these resources, not only in manufacturing, but also through design and branding, to bring the furniture industry to the next level.

The association has earlier developed the 595 programme. Each project under the 595 programme will be led by a project director.

As the president, I must gather the strength of all members to implement each project.

In KLSFEA, besides being organised and systematic, the most important thing is being transparent, so that members would have a better understanding of the operation of the association.

What is the greatest challenge that the association is facing so far?

Demands are increasing with the growth of membership, and the challenges that we face will be greater. For example, the Furniture City project under the 595 programme is a colossal project. To implement such a large project, it is essential that we are united, one mind, one consensus.

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会长是在何时及如何加入公会？ 我在2007年加入公会，当时是经过理事的邀 请而加入公会的。刚加入的时候，我完全不了 解公会的作业，所以难免会有点茫然，后来慢 慢了解公会的目标与展望后，开始对公会建立 起信心。

exclusive interview 人物 专访

KLSFEA VOL.3

KPPK

促进木材工业发展 政府将继续改良措施

Promoting the development of timber industryGovernment to improve measures

尽管经历2009年和2010年经济萧条，但相比2009年的 195亿令吉马来西亚木材的出口仍增长了5.3%......

为了实现目标，有哪些执行指南？例如：首5 年（2011-2015年）的计划有哪些？ 在国家木材工业政策下，七个重点领域包括工 业结构、原料供应、创新和技术、营销和推 广、人力资本开发、资金和激励机制及土著参 与。每个领域都已设立一个技术委员会，以确 定所需的具体措施来促进木材行业的发展。 国家木材工业政策（NATIP）在2009年正式 推介，推出至今有何实质效果？您是否满意这 个成绩？ 国家木材工业政策在2009年推介，主要是希 望进一步推动加值木材产品的发展和出口。这 一政策是期望在2020年时，完工与加值木材 产品出口能增加60%。此外，它也旨在2020 年时，能提高木材部门出口收入达530亿令吉 2010年时，木材和木材产品的出口目标为286 亿令吉。尽管在2009年和2010年全球经历经 济不稳定，不过马来西亚出口的木材和木材产 品在2010年仍按年增加5.3%，比较2009年是 195亿令吉。

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该部将继续鉴定能进一步促进木材行业发展的 措施，包括改善人造板家具产品的设计和制 造。这是一个持续的努力，以进一步发展木材 行业。

在家具行业方面，该部也正不断监测和解决政 策问题，如劳动力和原料短缺问题，以促进 出口家具产品的生产。马来西亚家具促进局 （MFPC）也已进行数项推广计划，其中包括 参与国际贸易展览，成立贸易代表团和传播市 场信息。此外，马来西亚家具促进局也努力打 造马来西亚家具品牌，以反映其素质和开发其 市场潜力。 未来几年会推行的计划与活动包括加强青年训 练课程，培训目的是增加家具业的国内劳力。 这主要透过马来西亚木材工业局(MTIB)位于雪 兰莪州万津和沙巴亚庇的木材业技能发展中心 进行培训。 此外，马来西亚木材工业局目前正在与教育部 （技术和职业部）商讨，把木工技能课程纳入 全马职业学校里的教学大纲。

政府是否有任何原材料政策支撑家具业，以期 2020年出口额能达到530亿令吉目标？ 该部将确保有足够的家具行业原材料。其方案 包括建造雨林，鼓励将老橡胶树翻种成胶木， 放宽木材进口政策，以及研发生物复合材料和 其他替代材料的利用率。这些措施将确保有足 够原材料供应该行业，以期2020年出口盈利 能达到530亿令吉。 在种植雨林计划下，目标是在15年（20062021年）翻种375,000公顷的人工林。在这项 计划下，已成立一个特别用途公司（SPV）， 即Forest Plantation Development Sdn.Bhd. (FPDSB)。这家公司在2006年建立，以全权 负责这项人工林的发展。FPDSB放眼每年都 能栽种25,000公顷的人工林。 为了进一步确保国内市场橡胶木的可用性， 该部已成立橡胶出口配额。在2011年，获批 总出口配额批准是60,000m 3，每家公司最高 为3,000m3。这配额已经发配至25家公司。此 外，该部也会不断努力探索木材业的新原料来 源，包括研发生物复合材料和其他替代材料。 马来西亚木材工业局（MTIB）和马来西亚森 林研究所（FRIM）也参与从油棕榈树干中开 发层积单板计划，以取代家具产品木料。此 外，研究也发现竹能发展成为原料来源之一。 目前霹雳Selama的竹种植园已经成为其中试 验区之一。

YB Tan Sri Bernard G.Dompok Minister of Plantation Industries and Commodities

马来西亚将继续通过马来西亚木材认证计划 （MTCS），推动木材业的可持续发展和绿色形

象。这个计划能确保马来西亚木材产品在法律 保障和可持续的方式生产外，也提供能超过竞 争对手如印尼、中国和越南的竞争优势。 此外，马来西亚目前正参与根据欧盟森林法、 执法、治理与贸易（FLEGT）下组成的自愿 伙伴协议（VPA）。自愿伙伴协议主要是向欧 盟成员国保证，进口马来西亚木材产品都是合 法来源。 在发展方面，重点是通过采用科技创新发明和 适应，来提高制造业的竞争力，以满足不断变 化的原料及提高对低端产品制造商的竞争。这 将需要更大程度的自动化处理技术，以极大化 生产回酬及拉抬价值链，例如从原始设备制造

商（OEM）到原始设计制造商（ODM）。 为了让行业技术提升及运作能与时并进，马 来西亚木材理事会已在外国成立技术研究 团。2011年，马来西亚木材理事会带领这个 技术研究团到中国和挪威考察。作为提升行业 的持续教育计划的一部分，马来西亚木材理事 会也举办技术讲习班/研讨会，如机器人应用 在木制品生产研讨会、涂料研讨会、集成材连 接细节研讨会和新生产科技研讨会。 请问政府会提供什么金融和奖掖方案？ 提供的奖掖包括: - 资助参加广州国际家具博览会和贸易代表团 的马来西亚公司; - 颁布木材为主公司投资税务津贴及先锋地 位; 及 - 给予中小企业(SME)奖掖，包括生产技术升 级、认证、市场营销和品牌发展。 马来西亚木材工业局与国家银行（BNM）合 作举行木材业和银行的对话会议，以解决融资 问题。目前已经成立一个工作委员会，成员来 自国家银行、马来西亚银行协会（ABM）和 马来西亚国家保险协会（PIAM）。该委员会 主要功能是促进木材业获取融资。 为了达到目标，有何已执行的外劳政策，以确 保业界人力充足？ 政府已在2011年1月12日同意该部们建立快道 机制，以考虑设立一个专属种植领域为期6个 月的外劳批准申请。该委员会代表也包括内政 部与劳工部。这个快道机制只是限定种植类员 工申请，包括油棕、橡胶、可可、人工林、胡 椒、麻风树和苗圃。 该委员会已收到328名雇主的336个申请，申 请外劳总数为28266人。其中共有27094名外 劳获批。 政府提供本地工人的培训方案为何？ 该部通过马来西亚木材工业局创造了木材业技 能发展中心（WISDEC）。木材业技能发展中 心是一个提供产业导向技能培训的机构，并提 供木材业充足人力资源。其中已经提供的培训 是木材加工和处理（TPF），设备专业管理发 展（PMD）和家具设计及市场营销。 此外，家具行业技术中心（FITEC）提供行业 营销基础设施，研开发和培训，以加强对家具 行业的发展。家具行业技术中心还提供家具设 计的电脑技术课程。 政府是否有提供任何自动化科技与奖励的方案？ 政府考量的奖掖包括颁布投资在新技术，如采 用自动化科技和系统的公司占先锋地位。同 时，政府也鼓励这些公司向马来西亚工业发展 局（MIDA）提出要求。

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目前正规化的营销策略和研发计划为何？ 该部已经通过马来西亚木材理事会（MTC）， 采取积极措施渗透新市场和新兴市场，如印 度、波兰、俄罗斯、沙地阿拉伯和阿联酋等国 家。2011年，业界人士已经组成以营销为目 标的商务考察团到美国、斯里兰卡和马尔代 夫。此外，马来西亚木材理事会也着手组织“ 一站式销售和购买”展览名为“MTC Global Woodmart”，以提供一个木材和木材产品相 关所有供应商和买家一个全球性的交易平台。 首届展览将于2011年10月19日至20日，下届 展会则定于2012年10月4至6日举行。

NATIP was officially launched in 2009. What are the measurable results since it was launched? Are you satisfied with the results so far?

The National Timber Industry Policy (NATIP) launched in 2009 is aimed at further promoting the development and exports of value added timber products. This policy envisions the exports of finished and value added timber products to account for 60% by 2020. In addition, it also aims at increasing the export earnings of the timber sector to RM53 bilion by 2020.

The target for exports of timber and timber products in 2010 was RM28.6 bilion. Despite the global uncertainty in 2009 and 2010, exports of timber and timber products from Malaysia recorded an increase of 5.3% in 2010, compared to RM19.5 billion in 2009.

The Ministry will continue to identify measures to further promote the development of the timber industry, including improving the design and manufacture of wood based furniture products. This is an on going effort to further develop the timber industry.

In addition, MTIB is currently in discussion with the Ministry of Education (Technical and Vocational Division) to include woodworking skills as one of the syllabus to be taught in the Malaysian vocational schools throughout Malaysia.

What are the road maps implemented to achieve the target?

For example, the plan for first 5 years (year 2011-2015)

Is there any raw material policy in place to support furniture industry to achieve the RM53 billion export target in year 2020?

Under NATIP, the seven areas of focus are industry structure, supply of raw material, innovation and technology, marketing and promotion, human capital development, funding and incentives, and bumiputera participation.

For each area, a Technical Comittee has been established to identify the specific measures required to promote the development of the timber industry.

In the case of the furniture industry, the Ministry is constantly monitoring and resolving policy issues such as labour and material shortage to facilitate the production of furniture products for export. Promotional programs which include international trade fair participation, trade missions and market information dissemination have been carried out by Malaysia Furniture Promotion Council(MFPC). In addition, MFPC is working towards branding of Malaysian furniture to reflect its quality and develop its market potential.

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Programmes and activities in the next couple of years include enhancement of youth training programmes among young Malaysians and school leavers with the objective of increasing the supply of local labour to the furniture industry through two Malaysian Timber Industrial Board’s (MTIB) Wood Industry Skills Development Centre (WISDEC) training centre’s in Banting, Selangor and Kota Kinabalu, Sabah.

The Ministry will ensure that there are sufficient raw material for the furniture industry. The programmes include forest plantation, encourage replanting of old rubber trees with timber latex clons, liberal wood import policy, and research and development (R&D) on the utilisation of bio-composite and other alternative materials. These measures will ensure adequate supply of raw materials for the industry to achieve the target of export earnings by RM53 billion by 2020.

In the case of the forest plantiation programme, the target is to replant 375,000 hectare of forest plantation within 15 years (2006-2021). Under this program, a special purpose vehicle (SPV), Forest Plantation Development Sdn. Bhd. (FPDSB) had been establish in 2006 to take full control of this forest plantation development.

FPDSB has targetted to develop 25,000 hectare of forest plantation per year.

To further ensure the availability of rubber wood for the domestic market, the Ministry has established a quota in the exports of rubberwood. In 2011, the total export quota approved is 60,000m3 with maximum 3,000m3 for each company. This quota has been provided to a total of 25 companies. In addition, continuous effort will be undertaken to explore new sources of raw materials for the timber industry. These include R&D on biocomposite and other alternative materials.

Malaysian Timber Industrial Board (MTIB) and Forest Research Institute Malaysia (FRIM) are also involved in developing laminated veneer from oil palm trunks, to replace wood for the furniture products. Besides that, research been done to develop bamboo as one of the source of raw material. A bamboo plantation has been developed in Selama, Perak as one of the trial areas.

What are the marketing strategies and R&D programme that are in the planning?

The Ministry through the Malaysian Timber Council (MTC) has taken proactive measures to penetrate new and emerging markets in countries such as India, Poland, Russia, Saudi Arabia and UAE. In 2011, marketing missions and business visits with participation from industry members have been organised to USA, Sri Lanka and Maldives. In addition, MTC also has embarked to organise a “Onestop Selling and Buying” fair, namely MTC Global Woodmart that provides a platform for all suppliers and buyers of wood and wood products globally to network. The inaugural exhibition will be held from 19-20 October 2011 and next exhibition is scheduled to be held from 4-6 October 2012.

Malaysia will continue to promote the sustainable and green image of the timber industry through the Malaysian Timber Certification Scheme (MTCS). This scheme ensures that Malaysian timber products are produced in a legal and sustainable manner and provides a competitive edge over its competitors such as Indonesia, China and Vietnam.

In addition, Malaysia is currently involved in negotiations to formalize the Voluntary Partnership Agreement (VPA) under the EUForest Law, Enforcement, Governance and

In the case of industry development, the focus is on improving manufacturing competitiveness through the adoption of innovation and technology and adaptability to meet the changing raw materials, as well as competition from low-end products’ manufacturers. This will require a greater degree of automated processing technology in order to maximise the processing yield as well as moving up the value-chain, e.g., from Original Equipment Manufacturer (OEM) to Original Design Manufacturer (ODM).

In order to keep the industry abreast of technology advancement and its applications, MTC has been organising Technical Study Missions abroad. In 2011, MTC led the timber industry on Technology Study Missions to China and Norway. As part of its continuing educational initiative to update the industry, MTC organises technical workshops/seminars such as the Seminar on Robotics Applications in Wood Products Manufacturing, Seminar on Coating, Workshop on Connection Details for Glulam and Workshop on New Processing Technology.

What are the financial and incentive programmes that will be provided?

The incentives provided are: - Subsidised participation in international furniture fair and trade missions for Malaysian companies; - Investment tax allowance and pioneer status to timber-based companies; and - Small and Medium Enterprises (SME) incentives for production technology upgrading, certifications, marketing and brand development.

MTIB in cooperation with Bank Negara Malaysia (BNM) has convened a dialogue session with the industries and banks to solve the issue of financing. A Working Committee comprising representatives from BNM, The Association of Banks in Malaysia (ABM), Persatuan Insurans Am Malaysia (PIAM) and

industry has been established. The main function of this committee is to facilitate the industry in obtaining finance.

In order to achieve the target, what actions have been taken on foreign labors policies, especially to provide enough labor for the industry?

The Goverment on 12 January 2011 agreed to the establishment of a Fast Track Mechanism in the Ministry to consider and approve application for foreign labor in the plantation sector for a period of 6 months. This committee is also represented by the Ministry of Home Affairs and Ministry of Labor.

Is there any automation programmes i.e: incentive by the government?

The Government considers incentives such as pioneer status to companies that invest in new technologies including automation.

Companies are encouraged to forward their request to the Malaysian Industrial Development Authority (MIDA).

This Fast Track Mechanism was formerly limited to the plantation category worker applications specifically for oil palm, rubber, cocoa, forest plantation, pepper, jatropha and nurseries.

This Committee recieved 336 applications from 328 employers with total foreign workers approval for 28,266 people. From this figure, 27,094 foreign worker were approved.

What are the training programmes for LOCAL workers to be provided by the government?

The Ministry, through MTIB, had created the Wood Industry Skills Development Centre (WISDEC).

WISDEC which is an institution providing industry-oriented skills training and also adequate skilled manpower for the wood-based industry. Among the training that have been provided by WISDEC are timber finishing and processing (TPF), profesional management development (PMD) and furniture design and marketing.

In addition, the Furniture Industry Technology Centre (FITEC) provides the industry with the marketing infrastructure, research and development and also training to strengthen the development of the furniture industry. FITEC also provides courses on computer technology for furniture design.

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Trade (FLEGT). The VPA is aimed at providing assurance to the EU importing member nations that timber products from Malaysia are from legal sources.

exclusive interview 人物 专访

KLSFEA VOL.3

Matrade

市场开发援助金 让更多业者受惠

More companies to benefit from MDG

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在第九大马计划中，政府给予企业的援助金的确是减少了，相对 的市场开发援助金也减少。虽然援助金减少，但我们尽量透过其 他的活动协助家具业者，例如一些贸易博览会、研讨会等等......

YB Dato’Mah Siew Keong MATRADE Chairman

有些业者投诉申请交通、住宿和展销摊位援助 金需经过一段漫长的等待期才获批准；是什么 原因？ 一般来说，业者提呈相关呈报费用如展销 摊位、住宿与广告费后，我们都会严格审 核这些文件，避免出现虚报情况。由于处 理时间挺长，因此我们目前正研究更快速 的审核方式。 目前取得市场开发援助金的家具业者共占多少 百分比？ 在2010年，家具业者总共获得了1千零30万 令吉援助金，占总援助金40百分比。而截至 2011年7月31日，根据统计结果，家具业者仍 占总援助金约40百分比，仍是非常高的比例。 本会接获很多会员投诉,关于市场开发援助金 从原有的2200万令吉的补贴减半至1100万令 吉。有鉴于援助金减少而我们为了达到2020 年实现160亿出口量的目标，请问您对此事有 何看法？ 由于政府要减少国家赤字，导致第十大马计划 下的市场开发援助金比第九大马计划少，间接 让大马对外贸易促进机构（MATRADE）拨给 中小企业的援助金相对减低。可是过去5年， 家具业还是市场开发援助金最大受惠者，约3 千万令吉拨款至家具业，共有468家公司成功 申请。 为了让更多业者受惠，我们将市场开发援助金 申请方式变通，例如将申请限额降低至3万令 吉，这样才给予增加更多申请机会，让小型家 具业者也有机会出国考察。 至于2020年家具出口总额160亿令吉是大马木 材工业部（Malaysian Timber Industry Board） 所设定的目标。不过我们仍会尽力从旁协助， 除了透过市场开发援助金外，还会举办许多贸 易博览会、出国考察团及研讨会等协助业者提 升业务。 今年，大马对外贸易促进机构已筹办几个特别 的国际家具展览会，包括在英国、意大利及韩 国。今年11月也有个特别考察团到访埃及。 整体而言，虽然拨款减少，不过我们会透过其 他措施刺激家具业发展。 以往家具业者出国考察或参加展览会，政府会 资助一半援助金，包括交通、住宿、租用展销 摊位及装修费。不过新援助金资助展销摊位面 积已经从72sqm跌至18sqm，而装饰费更是 零，这无疑增加了业者负担。政府会否重新考

Under the Ninth Malaysia Plan, the government has reduced the size of its business grants and market development grants (MDG). Nevertheless, we will try to help the industry players through other activities such as exhibitions and seminars.

How many percent of the MDG funding has been granted to furniture players?

In 2010, the furniture industry received a total funding of RM10.3 million, which accounted for nearly 40% of the total grants. As of July 31 this year, the furniture industry has already received a total of 40% of our total funding. It is a very large percentage.

The association has received a lot of feedback from its members over the reduction of the MDG funding. Though the government has reduced the grants from RM22 million to RM11 million, the target set for furniture exports is RM16 million. How do you think the industry can achieve this target?

Under the Ninth Malaysia Plan, the government has reduced the size of its business grants and market development grants (MDG). Nevertheless, we try to help the industry players through other activities such as exhibitions and seminars. As I have mentioned earlier, the furniture industry has been the top beneficiary of the MDG funding.

A total of RM30 million has been distributed to the furniture industry in the last five years.

A total of 468 companies benefited from this with some of them being repeat applicants.

Even though the MDG funding has been reduced, we will try to ensure that more companies can benefit from it by capping the amount dispersed to RM30,000 per company. This will allow more companies to apply, even the smaller ones, so that they could travel overseas and be exposed to international markets.

Regarding the target for exports, it was actually set by the Timber Industry Board, and not by MATRADE. However, we will still do our best to achieve this target. We will hold seminars, exhibitions and fairs to help grow the business. This year MATRADE has held international exhibitions in the UK, Italy and Korea.

In November, we organised a specialised marketing mission to Cairo, Egypt. Though the amount of the grant has decreased, we will find other means to promote the furniture industry.

In the past, when the furniture industry players went abroad on study tours or participated in international exhibitions, the government would subsidise half of the cost of transportation accommodation and the setting up of booths. The present grant has reduced the size of the booths from 72 sqm to 18 sqm, and there is no more funding for the set up of booths. This would undoubtedly increase the burden of the industry players. Will the government reconsider this measure?

We will definitely listen to the industry’s demands and we also hope to get more grants. We are collecting feedback from the industry and we will then analyse the data.

Meanwhile, we’ll try to make sure that as many companies as possible benefit from the grants.

Some industry players have also complained that the grants on transportation, accommodation and booth rental take a longer time to obtain approval. Why is this happening?

This is because companies have to submit their expenses report, namely, the costs of exhibition booths, accommodation and advertisements. Then we have to verify the claims. This takes time but we will try to speed up the claims system.

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虑这项措施？ 我们一定会听取业者诉求，我们也希望能够增 加更多援助金。无论如何，我们会听取更多业 者的反映，然后再归类分析，以确保更多的业 者能受惠。

exclusive interview 人物 专访

KLSFEA VOL.3

MTIB

人工林种植计划与 原材料短缺问题 Forest Plantation Programme and the shortage of raw materials

接下来的15年人工林计划种植橡胶木相信能够提供足够 的原材料给木材业者，尤其是家具......

请问政府对家具业的原材料政策有哪些？例 如橡胶木与相思木 (Acacia)。 几乎大部分的木材公司都采用橡胶木当作制作 家具、地板和层压板产品的材料，至于面板公 司则把橡胶木当作纤维板和刨花板。少数公司 使用相思木当作木镶板、家具和草铺。马来西 亚木材工业局（MTIB）鼓励使用其他材料来 制作家具，如竹，藤及其他复合板等。

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目前有什么准计划即将实现？成绩如何？下 一个要行动的计划是什么？ 种植橡胶木当作木材来源的人工林种植计划是 未来15年内的计划，以提供木业相关领域， 尤其是家具业足够材料。马来西亚木材工业局 鼓励企业拓展下游加工业发展更多增值产品。 该局也在木材业技能发展中心（WISDEC）提 供设备，以训练木业相关技术、生产专才、设 计人员及工人。在研发方面，纤维和生物技术 复合材料发展中心 (FIDEC)也提供一个新产品 商业化与调查的途径，如生物复合材料和木材 塑料复合材料产品，这些产品都是利用其自身 结构“化废料为财富”。

原料目前仍在出口，这是你的政策之一吗？ 当出口禁令从2008年8月11号废除后，马 来西亚半岛被允许橡胶木锯材出口。2009 年、2010年和2011年出口配额分别为48,719 m3、64,616m3及60,000m3。马来西亚木材工 业局从橡胶木供应商清点，以评估橡胶木加工 厂的供应水平。而当今年初我们提出出口配额 为60,000m3 时，国内仍有约122,220m3 锯材 可用（2010年12月）。但出口配额是给符合 要求的公司而已，即有向马来西亚木材工业局 注册，持有森礼部有效的特许形式，公司投资 广泛（窑烘干、保鲜、机械、技术等）的本地 公司，每月最高出口额可达3,000m3，由国内 股东分配量化。 预计在2020年，木材供应和需求将会不平 衡，请问政府有何计划来克服这个问题？马 来西亚木材工业局有何计划让木材业原材料 可持续供应？ 体认到国内木材行业面临攫取原材料问题，政 府已推出了森林种植发展计划。负责此计划 的种植及原产业部已经计划建立大规模的商

业森林，这将能满足国内木材业未来的原材 料需求。该计划包括在15年间造林375,000公 顷，并从2006年开始，每年种植速度平均为 25,000公顷。为了鼓励更多人参与，该部今年 起将该计划分为三个类别。这三个类别是涉及 2,500公顷或以上大型森林种植发展计划，涉 及41至2,499公顷的中等规模的计划，及涉及 40-40公顷的小规模的计划。 政府已拨款10亿4千500万令吉充作软贷款， 让参加造林计划且符合资格的公司申请。软贷 款的条款如下： 一）3.0%利率（15年年复利（宽限期），宽

限期后5年转为日复利） 二）贷款期限：20年; 三）15年宽限期; 四）还款期为5年。 此计划的八个木种已选定，即橡胶木（胶木兼 优品系LTC）、相思木、圣丹树（Sentang），

Dr Jalaluddin Harun

Malaysian Timber Industry Board (MTIB) The Director General

非洲红木（AfricanMahogany），黄梁木 （Kelempayan），南洋楹木（Batai），八果 木（Binuang）和柚木（Jati）。随着预计每 年会有500万立方米木材的不足 ，人工林预计 每年能生产500万立方米原木，尤其是橡胶木 和相思木将可以补充供应给以木材为基础的产 业，特别是未来15年的家具业。 目前这项计划进展如何？ 迄今为止，马来西亚木材工业局已经批准46 个贷款协议，总额为6亿1千744万8千800令 吉，总人工林面积为106.650公顷。其中37% 来自马来西亚半岛公司，24%来自沙巴，砂拉 越则有38%。预计在2007年批准的贷款中， 首批人工林采伐时间为2020年。 政府持续发展和保护森林资源的努力，将有助 于减少天然林木材需求的压力。这也有助于 实现全国木材工业政策（NATIP）的愿望，即 2020年时木材和木材产品出口额能达到530亿 令吉，平均每年成长率6.4%。 为了补贴人工林计划，政府是否有任何奖掖 针对进口木材？ 为了协助在马来西亚的人工林发展，政府已提 供奖掖推动造林投资，并鼓励更多私人部门参 与。发展人工林的奖掖已经附在1967年所得 税法。根据该法，共有两种类型奖掖类型，即 投资所得扣税及豁免所得税。 在投资所得扣税方面，合格公司将可在税务上 扣除批准投资造林项目的开销，其数额相当于 决定投资在人工林计划的当天价值。 在豁免所得税方面，进行人工林计划的公司将 获得连续10年的税务豁免，评估第一年将根 据该公司从新造林项目获得法定收入起。若扩 展人工林计划，将可另外获得免税五年，评估 第一年也将根据该公司从人工林项目获得法定 收入起。

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除了发展人工林外，政府还鼓励企业从资源丰 富的国家进口原料，以补充供应。马来西亚木 材理事会（MTC）有一个持续性的“进口援 助奖掖”计划，每年拨款120万令吉，以支助 国内木材业进口原材料。木桐和木材等初级 产品都是从巴布亚新几内亚、缅甸、印尼、 纽西兰、非洲和南美洲国家进口。截至2011 年8月，由该理事会支援引进进口原料的公司 已经达到69家。其中47家公司已经进口原材 料高达19, 594 m3。该理事会已支付73万4千 728令吉。进口原料中909m3为圆木，13,136 m 3为锯材，单板为1,705m 3，颗粒/层压板为 3,822m3，其他为22m3。

What are the policies on raw materials such as rubber wood and acacia wood for the furniture industry?

The majority of the wood based companies utilize Rubberwood as raw material for making furniture, floorings and laminated board products while the panel based companies use Rubberwood as fibreboard and particleboard making. There are some companies that use Acacia for wood paneling, furniture and pallet making. MTIB encourages the use of other materials such as bamboo, rattan and other composite panels in their furniture manufacturing.

What are the programmes lined up to be implemented? What are the results? What are the next action plans?

The Forest Plantation programme to plant Rubberwood for timber source in the next 15 years is expected to provide enough materials for the wood based sector especially the furniture. MTIB encourages companies to go for downstream processing for more valueadded products. MTIB provides facilities for training at WISDEC on technologies, production expertise and designers as well as trained workers for the wood-based sector. On the research & development activities (R&D), FIDEC provides an avenue for the commercialization and investigation on new products such as bio-composite and wood plastic composite products which utilizes “waste to wealth� materials in their structure component.

Raw material is currently still being exported, is this part of your policies?

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Peninsular Malaysia allows Rubberwood sawn timber to be exported when the export ban was lifted from 11 August 2008. The export quotas for year 2009, 2010 and 2011 were 48,719 m3, 64,616 m3 and 60,000 m3 respectively. MTIB carries out stocktaking from the supplier of Rubberwood to gauge the supply level of Rubberwood processing

In the year 2020, the timber supply and demand will be unbalanced, what are the plans to overcome this foreseen problem? What programmes MTIB have for the sustainability of raw material for the industry?

Recognizing the problem faced by the domestic timber industry in securing raw materials, the government has launched the Forest Plantation Development Programme.

Tasked upon the Ministry of Plantation Industries and Commodities (MPIC), the implementation of this programme entails the establishment of large scale commercial forest plantations and will enable the future demand for raw material by the domestic timber industry to be met. The programme involves the development of 375,000 hectares of forest plantations within a span of 15 years at a planting rate of 25,000 hectares per year starting in year 2006. In order to encourage more participation in forest plantation, the Ministry of Plantation Industries and Commodities has divided Forest Plantation Development Programmes into three categories beginning this year.

The three categories are large scale Forest Plantation Development Scheme involving 2,500 hectares and above, medium scale scheme involving 41-2,499 hectares and small scale scheme involving 4-40 hectares.

The government has allocated RM1.045 billion to be given out as soft loan to eligible companies applying to participate in the forest plantation programme. The terms and conditions of the soft loan are as follows:i) Interest rate of 3.0% (compounded annually for 15 years (grace period) and will be compounded daily for 5 years after the grace period) ii) Loan period: 20 years; iii) Grace period of 15 years; iv) Payback period of 5 years.

Eight timber species have been selected for this programme, namely Rubberwood (Latex Timber Clone-LTC), Acacia spp., Sentang, African Mahogany, Kelempayan, Batai, Binuang and Jati. These species, particularly Rubberwood and Acacia, provide raw materials especially for the manufacture of value-added wood-based products such as furniture and moulding.

It is anticipated that 5 million cubic meters of logs will be produced annually from these plantations. With the projected deficit of 5 million cubic meters of timber per year, the establishment of these forest plantations would be able to supplement the supply of raw materials to the wood-based industries, particularly for the manufacture of furniture for the next 15 years to come.

In Income Tax Deduction, the company are eligible to deduct its expenses in investment of approved forest plantation project from taxes with an amount equivalent to the value of investment in a forest plantation project on the date the investments are made in the related company.

For the Income Tax Exemption, a company undertaking new forest plantation projects is given tax exemption for ten consecutive years of assessment commencing from the first year of assessment in which the company derived statutory income from that new forest plantation project. An expansion forest plantation project is eligible for tax exemption for a period of five consecutive years of assessment commencing from the first year the company derived statutory income.

How successful are they?

To date MTIB had approved 46 agreements with the total loan of RM 617,448,800 for 106,650 hectares of forest plantation involving 37% companies from Peninsular Malaysia, 24% from Sabah and 38% from Sarawak. It is expected the first harvesting of forest plantation under this programme will be available in year 2020 for the loans approved in year 2007.

The government’s efforts towards maintaining sustainability and conservation of forest resources will also help to reduce the pressure on demand for wood from natural forests. This will also facilitate in achieving the aspirations of the National Timber Industry Policy (NATIP) where annual revenue from the export of timber and timber products is targeted to reach RM53 billion by the year 2020 based on a growth rate of 6.4 percent per year.

To supplement the replanting programmes will there be incentives by the government for the import of timber?

Apart from establishing forest plantations, the government also encourages companies to import raw materials from resource-rich countries to supplement its supply. MTC has an ongoing ‘Import Assistance Incentives’ programme with an allocation of RM1.2 million per year to assist in the import of raw materials for the domestic timber industry.

Logs and other primary timber products are imported from countries such as Papua New Guinea, Myanmar, Indonesia, New Zealand, Africa and South America. As at August 2011, raw materials imported into Malaysia

by MTC importation of raw materials program reach a total of 69 companies applied for the grant. 47 companies had already imported their raw material which contribute to 19, 594 m3. MTC has disbursed RM 734,728.

The importing raw material consist of round logs of 909 m3, sawn timber 13,136 m3, veneer 1,705 m3, particle/laminated board 3,822m3 and others 22 m3.

To assist the development of forest plantation in Malaysia, the government has provided incentives to promote investments in forest plantation and to encourage greater participation from private sectors. In the development of Forest Plantation, incentives are provided under Income Tax Act 1967.

They are two types of incentives provided according to this act, namely Income Tax Deduction for Investments and Income Tax Exemption.

41

plant and when we proposed for 60,000 m3 export quota early this year, it was about 122,220 m3 (December 2010) of sawn timber are available. But the export quotas were given to those companies which fulfill the requirements, that is, register with MTIB, holds valid license form Forests Department, extension of companies investments (kiln drying, preservation, machineries, technologies etc.), should be a locally owned company, allowable maximum export of 3,000 m3 per month and quantifiable local shareholder distribution.

马来西亚家具出口 Malaysia Furniture Export

出口／Export Malaysia Furniture Export (2011 Jan – Oct) 2011年1月至10月马来西亚家具出口 2010P No. Country 国家 Total Export 总出口额

2011 Jan-Octi

RM Mil

Share %

RM Mil

Share %

RM Mil

Share %

7,959.2

100.0

6,666.9

100.0

6,269.0

100.0

-6.0

2,310.6

29.0

1,982.7

29.7

1,633.2

26.1

-17.6

Change %

1

USA 美国

2

JAPAN 日本

709.5

8.9

573.2

8.6

748.1

11.9

30.5

3

SINGAPORE 新加坡

585.2

7.4

477.5

7.2

509.7

8.1

6.8

4

UK 英国

521.8

6.6

438.6

6.6

319.6

5.1

-27.1

5

AUSTRALIA 澳洲

493.6

6.2

407.3

5.9

414.7

6.6

1.8

6

CANADA 加拿大

316.7

4.0

270.8

4.1

229.8

3.7

-15.1

7

UAE 阿拉伯联合酋长国

281.3

3.5

237.3

3.6

205.8

3.3

-13.3

8

INDIA 印度

220.3

2.8

176.7

2.6

228.0

3.6

29.1

9

SAUDI ARABIA 沙地阿拉伯

131.3

1.6

111.2

1.7

124.6

2.0

12.1

10

GERMANY 德国

123.7

1.6

104.0

1.6

78.8

1.3

-24.3

11

NETHERLANDS 荷兰

108.2

1.4

91.0

1.4

65.8

1.1

-27.7

12

FRANCE 法国

105.0

1.3

89.6

1.3

76.7

1.2

-14.4

13

PHILIPPINES 菲律宾

94.8

1.2

78.8

1.2

71.0

1.1

-9.9

14

RUSSIAN FEDERATION 俄罗斯联邦

74.2

0.9

59.8

0.9

69.5

1.0

16.3

15

SOUTH AFRICA 南非

70.9

0.9

60.7

0.9

63.4

1.0

4.5

16

OTHERS 其它

1,812.1

22.8

1,507.8

22.6

1,430.3

22.8

-5.1

Source: MATRADE Sorted by VALUE OF 2010 Note: i - Interim data p- Provisional data

42

2020 Jan-OctP

Malaysia Market with Export Growth 2011 (Jan-Oct) 2011年1月至10月马来西亚家具市场与出口增长率 No. Destination 地点

RM Million 2010 Jan-Oct

P

2011 Jan-Oct

i

Growth (%)

1

JAPAN 日本

573.2

748.1

30.5

2

SINGAPORE 新加坡

477.5

509.7

6.8

3

AUSTRALIA 澳洲

407.3

414.7

1.8

4

INDIA 印度

176.7

228.0

29.1

5

SAUDI ARABIA 沙地阿拉伯

111.2

124.6

12.1

6

RUSSIAN FEDERATION 俄罗斯联邦

59.8

69.5

16.3

7

SOUTH AFRICA 南非

60.7

63.4

4.5

8

KOREA, REPUBLIC OF 韩国

52.6

57.7

9.6

9

INDONESIA 印度尼西亚

46.6

56.9

22.2

10

ALGERIA 阿尔及利亚

50.9

84.8

66.6

11

CHINA 中国

40.1

47.8

19.3

12

KUWAIT 科威特

38.6

39.1

1.2

13

THAILAND 泰国

38.4

64.3

67.5

14

CHILE 智利

36.5

62.4

70.7

15

TAIWAN 台湾

23.5

24.0

2.2

16

BRUNEI DARUSSALAM 汶莱

21.3

27.3

28.1

17

UKRAINE 乌克兰

16.3

21.2

30.5

18

OMAN 阿曼

18.5

19.4

4.3

19

REUNION ISLANDS 留尼旺群岛

16.2

17.4

7.2

20

KAZAKHSTAN哈萨克斯坦

15.1

20.6

36.7

21

CYPRUS 塞浦路斯

16.3

17.6

7.7

22

KENYA 肯亚

13.7

16.9

23.1

23

LATVIA 拉脱维亚

13.6

15.6

14.3

24

PAUA NEW GUINEA 巴布亚新几内亚

13.0

13.9

7.5

25

PERU 秘鲁

11.1

12.7

14.3

Source: MATRADE

43

Note: i - Interim data p- Provisional data

Malaysia’s Furniture Export by type (Jan-Oct) 2011年1月至10月马来西亚家具出口类别 Share %

RM Million 2011 Jan-Octi

Share %

Change %

6,669.9

100.0

6,269.0

100.0

-6.0

5,467.8

82.0

5,075.7

81.0

-7.2

Metal 金属

473.1

7.1

464.8

7.4

-1.8

Plastic 塑胶

22.0

0.3

19.6

0.3

-11.1

465.1

7.0

474.8

7.6

2.1

23.1

0.3

15.7

0.3

-32.3

215.8

3.2

218.5

3.5

1.3

RM Million 2010 Jan-Octp

Type 类别 Total 总额 Wooden 木制

Seats and its parts 座椅及其零件 Furniture of other material 其它材料的家具 Parts of furniture 家具零件 Source: MATRADE Note: i - Interim data p- Provisional data

Malaysia’s Furniture Export by type (Jan-Oct) 2011年1月至10月马来西亚家具出口类别

6,000

5,000

4,000

3,000

2,000

1,000

0

Wooden 木制

Metal 金属

Plastic 塑胶

Seats and its parts 座椅及其零件

Furniture of other material 其它材料的 家具

Parts of furniture 家具零件

2010 Jan-Octp (RM Million)

5,467.8

473.1

22.0

465.1

23.1

215.8

i

5,075.7

464.8

19.6

474.8

15.7

218.5

2011 Jan-Oct (RM Million)

Source: MATRADE

44

Note: i - Interim data p- Provisional data

马来西亚家具进口 Malaysia Furniture Import

进口／Import Malaysia Furniture Import 2011 (Jan-Oct) 2011年 1月至10月马来西亚家具进口 2010 No. Country 国家 Total Import 总进口额

2011 Jan – Octi

RM Mil

Share %

RM Mil

Share %

RM Mil

Share %

Change %

1,311.1

100.0

1,083.5

100.0

1,096.6

100.0

1.2

1

CHINA 中国

458.4

35.0

372.1

34.3

404.8

36.9

8.8

2

JAPAN 日本

184.5

14.1

145.6

13.4

152.9

13.9

5.0

3

INDONESIA 印尼

119.6

9.1

105.2

9.7

93.1

8.5

-11.6

4

THAILAND 泰国

106.3

8.1

90.3

8.3

62.9

5.7

-30.4

5

USA 美国

104.7

8.0

87.9

8.1

42.1

3.8

-52.1

6

VIETNAM 越南

78.3

6.0

69.6

6.4

61.2

5.6

-12.1

7

GERMANY 德国

43.7

3.3

35.0

3.2

61.4

5.6

75.5

8

TAIWAN 台湾

31.7

2.4

26.8

2.5

31.2

2.8

16.3

9

ITALY 意大利

26.4

2.0

20.9

1.9

30.0

2.7

43.25

10

SINGAPORE 新加坡

24.7

1.9

20.5

1.9

34.8

3.2

70.1

11

UNITED KINGDOM 英国

20.5

1.6

19.4

1.8

5.2

0.5

-73.3

12

KOREA， REPUBLIC OF 韩国

18.7

1.4

14.8

1.4

29.9

2.7

101.3

1.0

10.7

13

HONG KONG 香港

13.5

1.0

11.3

1.0

4.7

14

PHILIPPINES 菲律宾

12.8

1.0

11.1

1.0

6.9

0.6

-37.8

15

POLAND 波兰

8.2

0.6

5.5

0.5

8.6

0.8

56.4

16

OTHERS 其它

59.1

4.5

47.8

4.4

60.4

5.5

26.2

Source: MATRADE Note: i - Interim data p- Provisional data

46

2010 Jan-OctP

Malaysia’s Furniture Import by type (Jan-Oct) 2011年1月至10月马来西亚家具出口类别 RM Million 2010 Jan-Octp

Type 类别 Total 总额

Share %

RM Million 2011 Jan-Octi

Share %

Change %

1,083.5

100.0

1,096.6

100.0

1.2

315.5

29.1

304.8

27.8

-3.4

Metal 金属

71.7

6.6

98.5

9.0

37.4

Plastic 塑胶

39.2

3.6

27.5

2.5

-30.0

507.7

46.9

515.3

47.0

1.5

12.7

1.2

12.8

1.2

0.9

136.6

12.6

137.8

12.6

0.8

Wooden 木制

Seats and its parts 座椅及其零件 Furniture of other material 其它材料的家具 Parts of furniture 家具零件

Source: MATRADE Note: i - Interim data p- Provisional data

Malaysia’s Furniture Import by type (Jan-Oct) 2011年1月至10月马来西亚家具出口类别

600

500

400

300

200

100

0

p

Wooden 木制

Metal 金属

Plastic 塑胶

Seats and its parts 座椅及其零件

Furniture of other material 其它材料的 家具

Parts of furniture 家具零件

2010 Jan-Oct (RM Million)

315.5

71.7

39.2

507.7

12.7

136.6

2011 Jan-Octi (RM Million)

304.8

98.5

27.5

515.3

12.8

137.8

Source: MATRADE

47

Note: i - Interim data p- Provisional data

踏足国际舞台 把品牌推向国外

Bringing brands to the global stage

无论一家公司的规模有多大，展会都为之提供一个很好 的业务机会。美国一家调查公司根据对美国公司参展情 况的统计，指出参展是一种高效的营销方式......

No matter the size of a company, exhibitions have long offered good business opportunities. A US-based research company demonstrated that exhibitions are an effective way of marketing.

无论一家公司的规模有多大，展会都为之提供一个很好的业务机会。美国一家调查公司根据对美国公司参展情况的统计，指 出参展是一种高效的营销方式。 不仅国内，很多家具业者开始涉及国际舞台，把自己的品牌和产品带到国外。 No matter the size of a company, exhibitions have long offered good business opportunities. A US-based research company demonstrated that exhibitions are an effective way of marketing.

49

Many local furniture players have begun the expansion of their brands into international markets.

international exhibition 国外 展销会

KLSFEA VOL.3

G-Orient

观摩交流 知己知彼 Observe and know your competitors

通过展销会，我们可以促销自己的产品，让更多人认 识我们的品牌...... 首先，请您谈谈大马的展销会与国外的展销 会，这两者有什么不同？ 先谈大马的展销会，这要视乎展销会的定位是 国内市场还是国外市场，大马的家具展销会锁 定顾客群偏向于普罗大众，而外国的展销会则 偏向于行内业者，这两者有着明显的不同。

50

如何决定是否要参展？参展前所考虑的因素有 哪些？ 首先必须要搞清楚展销会的定位，再来就是自 家的产品与竞争力。这样我们才能确定是否要 参展。对于外国的展销会，我们首先考虑的是 举办国是否是五金生产基地。

您觉得展销会对公司带来什么好处？ 通过展销会，我们可以促销自己的产品，让更 多人认识我们的品牌。同时，我们也可获取更 多市场资料，与同行互相观摩交流。 请您分享贵公司的展销策略。 针对性地展出对公司有优势的产品，展览期间 提供优惠折扣、现场产品功能示范、提供样品 等，这些都是我们在展销会常做的事。 通常展销会结束后会做些什么？ 我们会把在展销会得来的客户资料分类，然后 快速回复参观者的询问或寄出客户所需样品， 并不时跟进客户对公司产品的兴趣。

Mr.Soon Yit Siang

G-Orient Enterprise Sdn.Bhd Managing Director

We can promote our products through exhibitions and allow more people to know about our brand.

What are the differences between domestic and international exhibitions?

Let’s talk about the exhibitions in Malaysia… it depends very much on the positioning of the exhibitions, whether they are targeted at the local market or the foreign market.

Malaysia’s furniture exhibitions tend to target the general public but foreign exhibitions are targeted at businesses.

What are the factors to consider before you decide to participate in any exhibitions?

First of all, we need to know the positioning of the exhibitions, our products and our competitiveness. For international exhibitions, our first consideration is whether the country has a hardware production base.

What are the benefits of exhibitions?

We can promote our products through exhibitions and increase brand recognition.

At the same time, we obtain more market information and exchange ideas with our peers.

Please share your strategy with us.

In exhibitions, we can promote certain products, offer discounts, present on-site demonstrations and provide samples. This is what we usually do at exhibitions.

What do you normally do after an exhibition?

51

We analyse customer data and respond to their inquiries. We also send them the required samples, and follow up with them from time to time.

international exhibition 国外 展销会

KLSFEA VOL.3

Tawei Furniture

确定本身定位 获得最大成效

52

Positioning yourself to achieve maximum effectiveness

Mr.Sunny Ter

Tawei Furniture Sdn.Bhd Managing Director

首先要确定自己的定位，而不是盲目的去参展，选对 了展销会，就可以获得较大的成效......

参展前所考虑的因素？如何选择展览会参展？ 首先要确定自己的定位，而不是盲目的去参 展，选对了展销会，就可以获得较大的成效。 最好的判断方法莫过于亲自去参观展览，看看 展出地点、参观人流、竞争对手等，从而决定 是否要参展。 你觉得参展对贵公司有何作用？ 展销会的效用蛮大的，我个人觉得展销会的作 用比广告还要大，最主要的原因是我们可以亲 身接触买家，而买家也可以直接接触我们的产 品，而广告打的趋向品牌，不是产品。 贵公司的展览策略有哪些？ 主要针对市场的需求、流行的款式而展出相关 的产品，确认展览会的“可行性”或“不可行 性”，设立展出商品的定位。 展览过后会做些什么？ 在展销会期间，我们会不断收集买家的诉求与 意见，展销会过后，我们会从买家的意见中分 析与检讨，并交给业务部去跟进买家的诉求。 依您看来，家具展销会在未来五年是否还是 趋势？ 对，在未来五年这还是一个趋势。展销会集中 了天时地利人和，买家不用到处寻找需要的货 品，卖家也不需要一个一个客户去拜访，所以 展销会仍然可行。

Furniture industry players must first determine their own market positioning before participating in exhibitions. They can achieve greater results if they choose the right exhibitions.

What are the differences between domestic and international exhibitions?

We participate in international fairs, whether it is held in Malaysia or abroad. As our main target is the ‘Business to Business’ market, buyers are from the required areas of expertise and they have knowledge of the products with very little direct contact with customers. So, strictly speaking, there are not many differences.

What are the factors to consider before you decide to participate in any exhibition?

Furniture players must first determine their own market positioning, before participating in exhibitions. They can achieve greater results if they choose the right exhibitions.

The best way is to check out the venue, visitors and competitors before they decide whether to participate in an exhibition.

What are the benefits of exhibitions?

I personally feel that the benefits of exhibitions are more impactful than advertisements, mainly because we can personally engage the customers. They can also experience our products. Advertising sells the brand, not the products.

Please share your strategy with us.

We basically launch our products based on the market demand. We also position our products based on the feasibility of the exhibitions.

What do you normally do after an exhibition?

During an exhibition, we collect customers’ feedback and opinions. After the exhibition, we analyse their comments and pass the reports to the business development unit for follow up activities.

In your opinion, will furniture exhibitions still be a trend in the next five years?

Yes, in the next five years, this will still be a trend. Exhibitions offer everything, and customers do not need to travel extensively to find what they want. Similarly, sellers do not need to visit all their customers.

53

国外展销与国内展销的区别？ 我们参加的都是国际性的展销会，无论是国内 或国外的展销会，基于我们鲜少直接与消费者 接触，主要的销售对象是B to B （Business to Business） ，买家都是来自专业领域的，也 就说他们对产品有一定的认识，所以严格来说 并没有太大的区别。

家具展销会 仍是王道？

Furniture Exhibitions still the main marketing strategy?

提起众多的展销会，商家自然会想到，为什么要 参加此展览而非彼展览？参加展览将有何效益......

Industry players contemplate the benefits of participating in furniture exhibitions.

大马的家具展销会越来越多，从一个趋势，逐渐变成必要。大马的展销会到底具备了什么先天条件？参展又会给公司带来什么商机呢？ 提起众多的展销会，商家自然会想到，为什么要参加此展览而非彼展览？参加展览将有何效益?当人们对展览功能与作用的认识不一致 时，评价亦不同；反之，如果对展览的作用认识清楚了，评价自然也就容易达到统一了。 Furniture exhibitions are increasingly popular in the country, and they have gradually become indispensable events. What can furniture exhibitions in Malaysia offer to the industry?

55

Industry players have been contemplating the benefits of participating in furniture exhibitions. Various members of the industry have different opinions on the features and functions of furniture exhibitions.

local exhibition 本地 展销会

KLSFEA VOL.3

BJ Cabinet

新产品 的展示平台 A Platform to Showcase Latest Products

刚开始参展的时候，我们几乎每一场的展销会都不会 错过，之后再从经验中慢慢筛选... ... 您对于大马家具展销会的看法？ 以前家具展销会刚兴起的时候展销会的确带 来很大的效应，对于营业额的帮助非常大， 随着家具展销会越来越多，现在可说供应多 过需求。 如何决定是否要参展？参展前所考虑的因素有 哪些？ 主办当局会提供一些资料或数据，当然，这并 不能当成是否要参展的主要因素，只能作为参 考。刚开始参展的时候，我们几乎每一场的展 销会都不会错过，之后再从经验中慢慢筛选， 把一些不适合我们公司的展销会从清单中剔 除。另外，我们每一年都会针对展销会作一份 计划书，拟定一年内要参与的展销会，里面包 含了展销会的预选、展销摊位的设计、参展的 产品等。

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您觉得展销会对公司带来什么好处？ 通过展销会，我们可以推销公司的品牌，让更 多消费者可以亲身接触公司的产品；它更是一 个让公司展示最新产品的平台。除此之外，展 销会也可以让我们跟顾客有些互动，在展销会 中直接征求他们的意见。

请您分享贵公司的展销策略。 只有吸引消费者前来，促销员才有机会向消费 者解说我们的产品。因此展销摊位的设计非常 重要，它是吸引人群目光的方法。我们非常注 重展销摊位的设计，这就是为何统一的摊位设 计也在我们的一年计划里。当然，优惠的价格 与赠品也是很好的方法。 通常展销会结束后会做些什么？ 展销会结束后，我们会把在展销会得到的顾客 资料分类与分析，统计新顾客的年龄层、种 族、婚姻状况等，从而知道这些顾客的喜好， 改良公司的产品。然后会展开一个内部的检 讨会议，检讨公司的产品是否有足够的竞争能 力。另外，我们也会储存在展销会得到的资 料，每当公司有回馈活动的时候就会发短讯给 顾客，邀请他们前来共襄盛举。

We had actively participated in most exhibitions, but we then gradually filtered out those which are of less importance..

How do you see the furniture exhibitions in Malaysia?

When the industry first organised furniture exhibitions, the resulting outcome was overwhelming and contributed highly towards businesses. However, the market has become saturated due to the ever increasing number of such exhibitions.

What are the factors to consider before you decide to participate in any exhibition?

The organisers will provide some information or data. Of course, this is not the major deciding factor to participate in an exhibition; it can only serve as a reference. We had actively participated in most exhibitions, but we then gradually filtered out those which are of less importance. In addition, we compose annual proposals on the exhibitions we wish to participate, together with its budget, booth design and products to be showcased.

Mr. Eric Lim

BJ Cabinet Enterprise Sdn.Bhd Marketing Manager

What are the benefits of exhibitions?

We can promote the company’s brand as well as allow customers to experience our products. It is also an excellent platform for us to exhibit our latest products while interacting and receiving feedback from our customers.

Please share your strategy with us.

Opportunities to demonstrate the features of our products to the customers only arise when they approach our booth. Therefore, booth design is very important as it is one of the strategies to attract their attention. We focus on the design of the booth and then standardize the design . Of course, competitive pricing and free gifts are also effective ways to attract customers.

What do you normally do after an exhibition?

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Once an exhibition is over, we analyse the customer data collected, based on demographics such as age group, race and marital status. From that, we are able to identify preferences and hence improve our products. Then, we hold internal reviews to determine if our products are on par with competitors. We then retain this information so that we may invite these customers to join us in future activities.

local exhibition 本地 展销会

KLSFEA VOL.3

家具展销 竞争激烈

The Competition amongst Furniture Exhibitors

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很多消费者可以说已经习惯了展销会， 无论衣食住行都会去展销会选购......

Kian Classic Design

对本地家具展销会的看法？ 展销会是一个很好的平台，但随着市场上越来 越多的家具展销会，近年几乎每个月至少有一 场，参展商的竞争自然变得越来越激烈，甚至 出现“抛价”的情况，这对于参展商来说绝对 不是好事。反观外国的家具展，参观者以代理 商或设计师占多数，参观的消费者只属少数。 参展前所考虑的因素？如何选择展览会参展？ 在展销会越来越多的情况下，很多消费者可 以说已经习惯了展销会，无论衣食住行都会 去展销会选购。渐渐地，很少消费者会主动 到家具陈列室参观，所以我们几乎每一场家 具展销会都会参展，亲身去接触顾客，介绍 我们的产品。 您觉得参展对贵公司有何作用？ 参加展销会对任何公司都有一定的作用，至少 参观人潮是肯定有的。虽说每次的展销会我们 都会接到一些订单，但由于成本偏高，扣除了 员工的工钱，租用与装修摊位的费用，有时未 必会赚钱。

Mr.Kenny Yap

Kian Classic Design Sdn.Bhd Chief Executive Officer

How do you see the furniture exhibitions in Malaysia?

贵公司的展览策略？ 展销摊位的设计具有一定的吸引力，这样消费 者才会注意到我们的摊位。我们会积极的派传 单，拉拢顾客前来参观，并向他们讲解我们的 产品。 展览过后会做些什么？ 我们会检讨展销会中遇到的问题，竞争对手的 策略等，并迅速处理在展销会中得来的顾客要 求，提供最好的服务。 依您看来，家具展销会在未来五年是否还是 趋势？ 无可否认家具展销会仍然是一个大趋势，其实 在竞争激烈下也未尝不是好事，我们会把它当 成是良性的竞争，并不断推出新的配套，推陈 出新，这样才能在一片红海中生存。

Exhibitions are excellent platforms. However, with the rising number of exhibitions, competition has intensified to an extent whereby exhibitors sell at extremely competitive prices. This creates an unhealthy business environment. In contrast, at international exhibitions, most of the visitors are agents or designers and not individual customers.

What are the factors to consider before you decide to participate in any exhibitions?

As exhibitions become more frequent, customers now tend to buy daily necessities there. As a result, very few customers visit furniture showrooms anymore. With this growing consumer trend, we will participate in even more exhibitions to introduce our products to the market.

What are the benefits of exhibitions?

The main benefit is the exposure of our products to the visitors at these exhibitions.

Whilst we may be making sales at these exhibitions, at times we may not break even due to the various high expenditures such as wages, booth design and rental.

Please share your strategy with us.

Booth design must be striking enough to attract customers. We also actively distribute leaflets to attract potential customers to our booth in order that we may introduce our products to them.

What do you normally do after an exhibition?

We conduct a post-mortem by reviewing the problems encountered and also study our competitors’ strategies. We will then attend to our customers’ requirements promptly to provide the best customer service.

In your opinion, would furniture exhibitions still be a trend in the next five years?

Indeed, we see furniture exhibitions as the current trend and will continue to be so in the future. The healthy competition that it generates amongst exhibitors will spur them to continually introduce new and attractive products and packages for the benefit of the customers.

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Many customers are already used to exhibitions, and they would love to buy daily necessities there.

品牌的核心 价值理念 Branding The Core Values

在《牛津大辞典》中，品牌被解释为“用来证明 所有权，作为质量的标志或其它用途”，即用以 区别和证明品质......

According to the Oxford English Dictionary, the word ‘branding’ means “a particular identity or image regarded as an asset”. It is to distinguish and prove quality.

在《牛津大辞典》中，品牌被解释为“用来证明所有权，作为质量的标志或其它用途”，即用以区别和证明品质。随着时间的推移， 商业竞争格局以及零售业形态不断变迁，品牌承载的含义也越来越丰富，甚至形成了专门的研究领域---品牌学。 有效地建设品牌，必须深入理解品牌的本质。品牌的本质是以“真、善、美”为核心的价值理念，是对古朴的“真、善、美”核心价值 原则的执著追求与坚守。 对企业而言，品牌的三大核心价值包括品牌功能价值、品牌情感价值和品牌观念价值。对客户而言，品牌的三大核心价值包括品牌功效 价值、品牌关系价值和品牌个性价值。人的发展和需求进化，与企业品牌的价值成长是一个在特定时空中交互演进的动态发展进程。 According to the Oxford English Dictionary, the word ‘branding’ means “a particular identity or image regarded as an asset”. It is to distinguish and prove quality. As the competition landscape and retail industry change over time, branding is increasingly important and has become a specialised field of study.

To establish an effective branding, one must understand the nature of the brand. It is the dynamic interaction between the brand and consumers on three core values – truth, goodness and beauty.

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For the corporate sector, these three core values also include the brand’s functional, perceptional and conceptual values. For consumers, these three core values are the brand’s effectiveness, connection and its personality. The evolution of human development and demand, as well as the growth of a corporate brand value is a dynamic development process.

branding 品牌

KLSFEA VOL.3

品牌 的威力 The power of branding

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比如可口可乐，它已是家喻户晓 的品牌，这就是品牌的威力。一 个产品如果没有品牌，只能以价 钱来竞争，长久来说这并不是一 个好的方式......

Mattressworld

Mr. Eric Lee

Mattressworld Marketing (M) Sdn Bhd Executive Director

品牌对一间公司有何重要？ 品牌非常重要，比如可口可乐，它已是家喻 户晓的品牌，这就是品牌的威力。一个产 品如果没有品牌，只能以价钱来竞争，长久 来说这并不是一个好的方式。因此我们要 逐渐转型，不要一味的往OEM（即Original Equipment Manufacturer，意为“原始设备制 造商”） 发展，不然很难跟外国竞争，尤其 中国与越南。 如何定位自己的品牌？ 从产品本身的品质，优缺点等做分析，再把产 品定位。这一点非常重要，我们一定要对自 己的产品定位，才可把它推销出去。以我们 的品牌为例，Tempur是100%纯进口，它采用 美国NASA太空署研发的原料，专攻高档次市 场。Napure是采用100%天然乳胶，天然乳胶 的好处是能够自然分解，专攻中高档市场，而 Englander则是弹簧加乳胶，属于多元化的统 销品。 请分享贵公司的品牌策略？ 我们引进国外有素质的知名品牌，然后推广出 去。推广品牌可以有很多方法，我觉得最奏效 的方法是在报章刊登广告，针对每一个品牌的 产品特性去介绍。另外，我们一年在全马各地 有超过20场的展销会，通过展销会，消费者 才能真正接触到产品，毕竟床垫必须亲自试过 才知道其优点。 您认为未来马来西业家具业前景如何？ 我们要跳出OEM，不能以价钱去竞争 了，要逐渐转型ODM ( 即Original Design Manufacture意为“原始设计制造商” ) 和 OBM ( 即 Orignal Brand Manufacture，意 为“原始品牌制造商” ) ，我们应该把品牌带 出国外，像公会就有跟中国方面配合，协助 行内人士把产品带到中国。

Coca-Cola, for instance, is a well-known brand. If a product doesn’t have a brand and is solely based on price competitiveness, it will prove to be a costly business strategy in the long run. This is the power of branding.

How many brands does Mattressworld have?

For the mattress category, we have a total of five brands, with the flagship brand being Tempur, Napure and Englander. Tempur is the world’s largest mattress brand, targeting the high-end market. Napure is for the middle class, while Englander is for the mass market.

How important is branding to a company?

Branding is very important. Coca-Cola, for instance, is a well-known brand. If a product does not have a brand and is solely based on price competitiveness, it will prove to be a costly business strategy in the long run.

This is the power of branding. So, we have to gradually make the transition, instead of going for Original Equipment Manufacturer (OEM) blindly. Otherwise, it is very difficult to compete with other countries, especially China and Vietnam.

How do you position your brand?

We analyse the advantages and disadvantages in the quality of our products, before we decide on the brand positioning. This is very important; we must position our products before we start selling it. For example, Tempur uses the raw materials developed

by NASA and it is 100% imported, targeting the high-end market. Napure, meanwhile, is made of 100% natural latex that is able to break down naturally. It is targeted at the high and medium-end markets. Englander is made of spring and latex.

What are your company’s brand strategies?

We bring in well-known brands from abroad.

There are many ways you can promote a brand, and I believe the most effective way is through print advertising, whereby you can introduce each brand based on their features. Also, we participate in more than 20 exhibitions annually, which allow consumers to experience our products. After all, a mattress is a product that you must personally try.

The situation going forward in Malaysia.

We need to get out of OEM, and slowly transform into Original Design Manufacture (ODM) and Original Brand Manufacture (OBM). We should bring our homegrown brands overseas. The association, for example, is dealing with our counterparts in China to introduce our products there.

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目前Mattressworld 共有几个品牌 ？ 以床垫来说，我们共有五个品牌，主打有 Tempur, Napure 和 Englander。Tempur 是 全世界最大的床垫品牌，走的是高档次市 场，Napure则是中产阶级，而Englander则是 统销产品。

branding 品牌

KLSFEA VOL.3

Dynamic Furniture

人无我有，人有我优， 人优我特，人特我新 Strive towards Innovation and Excellence

很多中小型公司对品牌的认识存在几个误区，认为 品牌只有大公司才能做，中小型公司做不成强势的 品牌......

如何在众多品牌中建立属于自己的品牌？ 我们向来以用户至上为宗旨，以市场需求为先 导，不断研发新产品，以“人无我有，人有我 优，人优我特，人特我新”为经营理念，不断 地创新。

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品牌对一间公司的重要性？ 品牌不单只是一个标志，品牌就像公司的灵 魂，有品牌，就有公司，品牌象征了一个公司 的存在性。现代人对品牌的认知度很高，品牌 的形象越好，越有质量，消费者就对你的品牌 更有信心。想要在众多品牌中突围而出，就得 靠鲜明的品牌形象。

Mr.Khoo Yeow Chong Dynamic Furniture Industries (M) Sdn Bhd Managing Director

Many small and medium enterprises (SMEs) have common misunderstandings toward branding, thinking that it is the domain of big businesses and that SMEs are unable to build strong brands.

How do you establish your own brand among others?

We have always prioritised our consumers and market demand. We constantly develop new products and put an emphasis on innovation, in accordance to our philosophy of striving for excellence and innovation.

How important is branding to a company?

Branding is not only a logo, it is also the soul of a company. Branding represents a company. People nowadays have high awareness towards brands. With a better brand identity, consumers would have more confidence towards your brand. Hence, a brand must have a distinctive identity to stand out against others.

How do you position your brand?

Many small and medium enterprises (SMEs) have common misunderstandings towards “branding”, thinking that it is the domain of big businesses and that SMEs are unable to build strong brands. Furthermore, they perceive branding as something vague that does not provide any leverage. In fact, branding is an asset. As the saying goes, clothes make the man. Businesses will benefit if the brand is well maintained. For brand positioning, a company must have good products, ideas, workers and networks.

What are your company’s brand strategies? 请分享贵公司的品牌策略？ Dynamic的产品线使用统一品牌，当增加新 的产品，仍沿用原有的品牌。此外，产品的 质量、安全性、耐用性、新颖性和实用性都 是我们的品牌策略，我们推出的产品属于高 档次的沙发，锁定的是上层的消费者。同时 为了巩固品牌，迎合市场的要求，我们也推 出多样化产品。

We integrate our products under the same brand, meaning we will use the same logo for all products. In addition, quality, safety, durability and practicality are also our brand strategies.

Our products are of upmarket category, targeted at the high-end market. Meanwhile, in order to consolidate our branding and to meet market demands, we have also introduced a wide range of products.

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如何把自己的品牌定位？ 很多中小型公司对品牌的认识存在几个误区， 认为品牌只有大公司才能做，中小型公司做不 成强势的品牌，或认为品牌是个虚无飘渺的东 西，没有太多作用。其实品牌就是资产，俗语 说：人靠衣装，佛靠金装。品牌经营得好，就 是个聚宝盆。要把自己的品牌定位，必须要有 好的产品、好的理念、好的队伍与好的网络。

家具网购 风潮吹起 The Trend of Online Furniture Shopping

随着这股风潮普及化，家具这庞大的产品也逐渐被搬 上到网络，在欧洲国家更是取得非常热烈的反应......

As this trend is becoming commonplace, more and more furniture products are being offered on the internet. In Europe, for example, this has received overwhelming response.

网上购物已经走进我们的生活，从琳琅满目漂亮衣服到现代新颖的电子产品，点击一下，送货到家，极大方便了我们的生活。随着这 股风潮普及化，家具这庞大的产品也逐渐搬上了网络，在欧洲国家更是取得非常热烈的反应，甚至到达受宠的程度。 首先，80、90后的生活与消费习惯奠定新的营销模式。时代在不断地翻新，我们这个社会在不断的奔跑中慢慢地更新，而在80、90 后这些年轻人的生命里，也可以用一个字来形容，那就是“新”，他们喜欢新鲜的事物，喜欢新的生活方式，喜欢与传统社会相反的 新时代，在自我的世界里不断改变自己，打破旧习俗的枷锁。在他们这一代的消费定义里，网购家具不再是新的代名词，而是在实际 生活中改变着他们的新生活。 然而，网购在马来西亚家具仍在起步的阶段，更勿论家具网购，但仍有不少本地家具业者开始牛刀小试，设立了网上订购系统。 Online shopping is synonymous with today’s lifestyle. From dazzling clothing to modern electronics, all these can be delivered to the customer’s home doorstep with a single click. This is a great convenience in our lives. As this trend is becoming commonplace, more and more furniture products are being offered on the internet. In Europe, for example, this has received overwhelming response.

The living habits of the Generation X and Generation Y have laid a new marketing model. Our society is constantly changing, and the lives of these generations can be described in one simple word: NEW. They enjoy fresh ideas, the latest products and new lifestyles.

They constantly reinvent themselves and break old customs. For these generations, online furniture shopping is the prevailing method.

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However, online furniture shopping in Malaysia is still at its infancy and many local furniture players have only just set up their online shopping system.

网络时代 到来 The Internet era

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除非你生长在没有网络，没有电脑 的地方，不然你一定离不开网络。 透过网络，我们可以处理很多业务 上的繁琐事，吸收各种资讯......

网页 你公司的电话号码是什么？传真号码是什么？ 这两句对白熟悉吗？同时又很陌生对么？上一 次有人询问贵公司的电话号码与传真号码是多 久以前的事？ 网络的普及，各行各业都设立了自己的网页， 想要寻找批发商，制作商，只需在搜索引擎上 打上关键词，一堆的资料就会出现。

在全球一体化下，社交网站的确担当着一个重 要的地位 - 提供一个更快捷便利的途径让身处 不同地方的人互相连系，剔除时空的限制。除 了与朋友交流，社交网站更是许多商家免费宣 传的管道，只要申请一个账号，无论是新产品 推出，近况分享，减价优惠，产品资讯等，都 可透过社交网站进行。社交网站的好处就是提 供一个无需面对面也能沟通的平台。

due to the internet, a media that is faster and more extensive than any other.

The only time one does not use the internet, is when it is absent. It has become the norm for us to rely on the internet as it becomes an integral source of information and business conduct.

store firm Distimo that surveyed countries such as China, Hong Kong, India, Indonesia, Japan, Malaysia, Pakistan, Philippines, Singapore, South Korea, Sri Lanka, Thailand, Vietnam and Taiwan.

The iPhone / iPad application

The use of iPhone/iPad apps has contributed substantial impacts across the industries. This is based on an analysis released by application

除非你生长在没有网络，没有电脑的地方，不 然你一定离不开网络。透过网络，我们可以处 理很多业务上的繁琐事，吸收各种资讯。如果 中小企业还停留在原始的贸易方式上，那么企 业将面临被淘汰的局面。网络还提供了一种新 型的贸易方式，通过网络，我们不但可以以极 小的投入就使我们的产品得到广泛宣传，还可 以让更多的潜在客户了解我们公司。

iPhone / iPad 应用程序 iPhone/iPad应用程序的崛起给各行各业带来 了冲击。根据AppStore分析公司Distimo发表 了关于亚洲AppStore的分析报告，此报告包 含中国、香港、印度、印尼、日本、马来西 亚、巴基斯坦、菲律宾、新加坡、韩国、斯里 兰卡、泰国、越南与台湾。 其中最主要的发现是，当目前部分西方国家 （例如法国与德国）的下载量开始下降的同 时，亚洲iPhone软体的下载量在过去六个月 内大幅地增加。

Web page

“What is your company’s phone number? Also, what is the fax number?” Does this dialogue seem familiar, however, strangely peculiar at the same time? When was the last time anybody asked you for your company phone and fax number?

Most businesses have recognised the popularity of the internet, and thus, established their own webpages. With the internet, the search for wholesaler and manufacturer information has been simplified to the extent of simply typing keywords into search engines.

社交网站

The only time one does not use the internet, is when it is absent. It has become the norm for us to rely on the internet as it becomes an integral source of information and business conduct. If SMEs persist with traditional methods of trading, they will be short lived. The internet provides a new approach to trading whereby we are able to publicise products with minimal investment while allowing potential customers worldwide the opportunity to acquaint themselves with our company.

近年，社交网站迅速冒起，成为网络媒体一股 新势力。继「Facebook」及「Twitter」后， 还有微博越趋普遍，几乎全球网民都拥有至少 一个帐户，其力量及影响力绝不能忽视。有些 人认为这些网站有助维系人与人之间的关系， 有些人却认为会使人际关系疏离，两者所言皆 是，只在乎个别网民怎样利用这些网站。

In the age of electronic commerce, we need to keep abreast with the latest developments as well as publicise our products, corporate image and information through the network.

Customers can then familiarise themselves with the brand of our businesses, hence, improving our corporate branding. This is all

随着iPhone/iPad越来越受欢迎，让许多家具业 者开始为自己的企业设计应用程序，与时并进。

However, something noteworthy of mentioning is that downloads have begun to decline in Western countries such as France and Germany whereas Asian countries enjoy a significant increase in iPhone software downloads within the past six months.

As the iPhone/iPad rise in popularity, many furniture players have adapted and have begun to design their very own business applications.

Social networking sites

Social networking sites are rapidly emerging as a new force in the online media in recent years. Facebook and Twitter microblogging are becoming increasingly popular and it is likely that every internet user has at least one account. Its power and influence must not be taken lightly. Some people believe that these sites will aid in maintaining relationships between people, however, others believe they will cause alienation. Of course, it all depends on how individuals use or misuse such sites.

In the context of globalisation, social networking sites do play an important role - to provide a more efficient and convenient way for people living in different places to link to one another. Social networking sites are also the free publicity platform for many businesses, as long as they have an account. Whether it is new product launches, latest developments, discounted offers or product information, they can be obtained through social networking sites. The benefit of such sites is to provide a platform for communication even without the need of face-to-face interaction.

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在电子商务时代，我们就要跟随时代发展，把 我们的产品以及企业形象，信息通过网络传播 出去，这样客户要想知道我们企业的品牌就不 需要太麻烦了，直接在网络上即可浏览，这样 大大进步了企业的品牌宣传，利用互联网可以 说是比任何一种媒体传播更快，更广泛的。他 可以笼盖全世界，对于企业宣传是再 合适不 过了。

e-generation E-时代

KLSFEA VOL.3

Fella Design

省时省力 电脑化作业 提高效率

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Computerisation: Time and Energy Efficiency

Mr.KC Yu

Fella Design Sdn.Bhd Group Operations Manager

每一位同事上班的第一件事情就是打开CEO BLOG， 查看有哪些事情必须跟进......

在实行电脑化前，贵公司是采用何种方式运作？ 在还没实行电脑化前，我们也跟大多数的企业 一样采用传统的方式，每天有大量的文书要处 理，办公室内厚重的档案到处可见，找起资料 时也特别的耗时。 实行电脑化后的成效如何？效率有否明显提高？ 效率明显提高了很多。除了方便省时外，客户 的资料也得以永久保存。尤其档案经过分类储 存，要找资料就更加方便快捷。 从传统方法转换电脑化的过程中遇到最棘手的 问题是什么？如何解决？ 最大的问题在于资金，要设立电脑化系统，必 须投入大量的资金。其次是员工的思想，刚开 始实行电脑化系统时，很多员工因为用不惯电 脑或不懂得使用电脑，所以他们很抗拒，于是 公司提供了职业培训，让员工们习惯用电脑作 业，当他们了解电脑的好处后，就不会那么抗 拒了。

随着智能手机的出现，许多公司都开始设立自 己的应用程序，其中又以苹果手机的程序最为 热门，对于这个趋势您有什么看法？ 无可否认，这的确是一个趋势，但我们暂时不 会有这个想法。对家具而言，很多消费者还是 要亲身触摸到产品才会考虑要不要购买，而这 些是应用程序做不到的，如果要获得我们的资 讯，可以浏览我们的网站。对我们而言，如果 没有一个好的方案，我们宁可不做。

The first thing our employees do every day is to read our CEO BLOG where they find out what needs to be done…

First of all, would you mind sharing with us your mode of operation?

We go for full computerisation in our daily operation. Besides the daily turnover statistics, we also record our goods and customer information digitally. In addition, we established a CEO BLOG, in which the CEO will update with items to be followed up. Therefore, the first thing our employees do every day is to read our CEO BLOG where they find out what needs to be done. Of course, this is a secured blog.

How did you manage the company’s operation prior to computerisation?

As most companies, we had used traditional methods long before the advent of computerisation. There was voluminous paperwork and thick files littered the office. It was especially time-consuming when it came to information searching and retrieval.

Have you seen significant improvements in terms of efficiency, after the implementation of computerisation?

Obviously, we see improved efficiency. It is not only convenient and time-saving, but customer information can be permanently stored with ease. Information searching has never been faster nor easier.

What are the most difficult problems faced when you go into computerisation? How did you solve it?

The biggest problem is the budget. To set up a computerised system, a substantial investment is required. Secondly, a majority of the employees do not use or know how to use computers. Therefore, we provided professional training for the employees while getting them to appreciate the benefits of computerisation.

As smartphones are increasing in popularity, many companies have begun to set up their own mobile applications. What is your view on this trend?

Undoubtedly, this is indeed a growing trend, but we don’t plan on venturing into this field for the moment. For furniture, many consumers still prefer to experience it personally before deciding to purchase. All this is impossible via mobile applications. In case they need our information, it is all available on our website.

For us, this is not a preferred solution and we would rather not get into it.

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首先，请您分享贵公司电脑化的运作方式 在营运方面，我们实行全面电脑化。除了每日 营业额的统计，我们也把货品的记录，客户的 资料全数记录到电脑。另外，我们也设立了一 个CEO BLOG，CEO会把要交代的东西写在 部落格里，因此，每一位同事上班的第一件事 情就是打开CEO BLOG，查看有哪些事情必 须跟进。当然，这个部落格是上锁的，外人绝 对不可能看到。

e-generation E-时代

KLSFEA VOL.3

Haus Living

有困难 就有机会

With Difficulties comes Opportunity

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这是整个社会的改变，只要价格合理，家具网购始终 是块很大的蛋糕......

从什么时候开始设立网上订购系统？ 我们从2005年设立公司的网站，在2009年就 开始设立了网购系统，当初只想为公司的新产 品提供一个展示的平台，让消费者知道我们推 出了新的产品，本来并不太活跃，后来浏览的 人数越来越多，我们才决定正式发展网上订购 系统。

设立网上订购最大的问题在哪里？ 最大的问题是如何去推广我们的网站，有了一 个好的商品、好的平台，就要开始去推广，让 更多人知道我们的服务。家具是庞大的货物， 而且价钱比起其它物品也来得高，很多人不敢 贸然在网上下订单，其实家具网购在欧洲国家 已经非常成熟，而大马还在刚起步中。

请介绍贵公司的网购系统。 除了公司的网页外，我们也特别设立了一个网 购的网页。至于社交网站facebook，则是一个 宣传的管道与咨询平台，并不会做任何买卖。 考虑到送货的问题，目前我们的家具网购只限 于大马地区，外国客户则只限于购买一些小件 的装饰品。

有人说，家具网购最大的问题在于体积与触 感，你认为呢？ 无可否认，这是个最大的问题。但我们始终觉 得，既然欧洲国家可以把家具网购普及化，那 我们也可以。很多人或许会认为这样很难，对 我们而言，有困难就是有机会。10多年前，我 们很难想象上网买机票可以那么方便，这是整

个社会的改变，只要价格合理，家具网购始终 是块很大的蛋糕，如果成功了，我们就是先驱。 您如何看待家具网购这个趋势？ 网际网络的普及，网购是个大趋势。网上购买 书本、电子产品、衣物等对年轻一代来说已经 是普及化了，我们相信家具也能如此。

Ms.Patricia Mok Haus Living Marketing Director

This is the transformation of the whole society. As long as the price is reasonable, online furniture shopping is always a great business opportunity.

When did your company set up the online shopping system?

We developed the company’s website in 2005, while the online shopping system was set up in 2009. Initially, we only intended to provide a showcase platform for customers to be acquainted with our newly launched products.

It was not that active in the beginning, but as more and more customers use our website, we decided to set up the online shopping system.

Please describe your company’s online shopping system.

Apart from the company’s website, we have also set up an online shopping site. As for our Facebook page, it is solely an advertising platform and no trading is involved. We have also restricted our online furniture purchases to within Malaysia in order to facilitate delivery.

Customers abroad are still, however, able to purchase small items.

What is the biggest challenge in online shopping?

The biggest challenge is ascertaining how to promote our website. Even though we have good products and platforms, we still need to promote to potential customers and create an awareness of our services. Furniture is something many do not simply rush into buying, especially online. Malaysia is just beginning when compared to the matured online shopping trend in Europe.

Undoubtedly, these are noteworthy issues.

Since online furniture shopping in European countries is popular, we can also make it so.

Many people may think that it is difficult, but for us, with difficulty comes opportunity. More than 10 years ago, it was hard to imagine that today, we can purchase flight tickets on the internet so easily. This is the transformation of the whole society. As long as the price is reasonable, online furniture shopping will always be a great business opportunity.

How do you see the trend of furniture online shopping?

The Internet is very popular, and online furniture shopping is a big trend. Online purchases of books, electronic products and apparel are already commonplace among the generation of today. We believe that the furniture industry also has its place in online shopping.

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Some say the biggest issue with online furniture shopping is the gauging of furniture sizes and having actual physical contact with the item. What do you think?

e-generation E-时代

KLSFEA VOL.3

Legend Kitchen

利用社交网站 为网购平台

Using social networking sites as online shopping platforms

虽然购买服饰用品、机票等已经普遍不过，但家具体积 稍大，价格也比较高，所以目前的反应还不算热烈...... 从什么时候开始设立网上订购系统？ 网购越来越普遍，很多人会开始上网购物，即 使是不谙电脑的年长一辈也会上网购买机票。 同时间，我们也意识到同行的竞争越来越大， 所以我们从2009年开始设立网购系统，希望 开拓一个新的市场。 请介绍贵公司的网购系统。 我们目前是通过社交网站facebook设立网购系 统，主要是宣传我们的促销产品，把一些旧商 品透过优惠的价格回馈给忠诚度的顾客，并不 定时举办一些有奖竞赛，与顾客互动。

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设立网上订购最大的问题在哪里？ 总括来说，大马人对网购还存有疑惑，虽然购 买服饰用品、机票等已经普遍不过，但家具体 积稍大，价格也比较高，所以目前的反应还不 算热烈。

有人说，家具网购最大的问题在于体积与触 感，你认为呢？ 对于还没亲身接触过我们产品的顾客，他们的 确会存有这个疑虑。因此陈列室必须存在，很 多顾客在参观陈列室后未能立即做出决定，当 他们考虑清楚后，就不用再次光临我们的陈列 室，可以选择上网订购心仪的物品，从而节省 更多的时间。 您如何看待家具网购这个趋势？ 这是未来的大趋势，我们看准了这个市场，不 会轻易放弃。

Mr.Jeffrey Yap Legend Kitchen Managing Director

When did your company set up the online shopping system?

With online shopping becoming extremely frequent, many have accepted it gracefully.

Even to the extent of older generations who are unfamiliar with computers and buying flight tickets online. At the same time, we realised that the competition has intensified. Hence, we set up the online shopping system in 2009, in hopes of expanding to a new market.

Please describe your company’s online shopping system.

As of now, an online shopping system has been set up through Facebook. We sell outseasoned products at discounted prices aside from constantly organising contests and interacting with customers.

What is the biggest challenge in online shopping?

Overall, Malaysians are still sceptical over online shopping. Even though online shopping for apparel and flight tickets are widespread, furniture are considered large items with relatively higher prices causing the response to be less than favourable.

Some say the biggest issue with online furniture shopping is the gauging of furniture sizes and having actual physical contact with the item.

What do you think?

Considering the fact that most customers are unfamiliar with our products, this aspect will definitely be of concern. Therefore, showrooms are required to give them that personal experience.

Even so, customers are still unable to come to an immediate decision. After the customers leave, online furniture shopping allows them to easily decide and purchase their preferred furniture online without needing their revisit to the showroom.

How do you see the trend of furniture online shopping?

This is a future trend. We have targeted this market and will not give up on it easily.

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Considering the fact that most customers are unfamiliar with our products, this aspect will definitely be of concern. Therefore, showrooms are required to give them that personal experience. Even so, customers are still unable to come to an immediate decision.

news 动态

KLSFEA VOL.3

KLSFEA

隆雪家具企业商会 2011年度会员大会暨 第5届理事会选举 The 5th Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) AGM and Board of Committee Election

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商会为了永续其发展计划，帮助家具业者开发出口市 场与带领会员迈向建立国际形象与品牌，2011年常年 会员大会也一致通过6项大会提案......

隆雪家具企业商会（KLSFEA）会于2011年4 月1日（星期五），下午１点正，在商会会所 三楼礼堂召开2011年度常年会员大会，并顺 利选出24名新届（2011至2013年）理事会。 这次常年大会由商会顾问黄郁 担任大会议 长，议程包括复准前期大会议案、呈现与接 纳2010年度秘书报告、接纳2010年度财政报 告、讨论及接纳修改章程、讨论与接纳会员 提案。此外，商会也在当天举办了隆雪家具 企业商会（KLSFEA）第5届理事会选举，选 出2011年至2013年理事会会员。 大会由会长许 裕致词开幕，他表示，商会从 创会初期的30名会员，到目前的366名会员， 由此可见家具业者上下一心，并坚信该会能携 手合作，达成目标。商会也将举行多项会员活 动，其中包括托运服务、培训营、讲座会、考 察团等。 他补充，雪州国际家具城除了能带动中小型企 业的发展，还能提升家具业者的知名度，让那 些处于不理想环境经营的业者，能够享有更多 保障。 议长黄郁 表示出席人数有５9名会员，符合章 程第10.1项，即须有半数会员或理事会人数的 两倍出席方为有效。因此，他宣布当天的会议 属于合法，并可继续进行。 秘书长颜泰华向会员们呈现2010年度秘书报 告，禀报2010年4月1日至2011年2月28日的 会务活动，并请会员们翻阅报告书，以了解 详情。接着，副财政叶文光便向会员们汇报 2010年度财政报告。

建新行政大楼、呼吁马来西亚对外贸易发展局 （MATRADE）保留市场开发援助金、呼吁种 植与原产业部协助家具业转型成为创意家具产 品、促请政府提供指南，以便于2020年实现

160亿出口量、呼吁雪州政府尽快落实非法工 厂漂白计划与呼吁种植与原产业部为家具业特 别设立一个市场开发和宣传津贴事项。

接着，该会也一致通过修改2011年商会章程 部分条文，其中包括入会费或永久会员费调 整、理事会成员之权利、特别会员大会、选举 等部分条文修改。

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最后，商会为了永续其发展计划，帮助家具业 者开发出口市场与带领会员迈向建立国际形 象与品牌，2011年常年会员大会也一致通过 6项大会提案。其中包括了：筹备一千万零吉

The association passed six proposed resolutions for sustainable development of the industry to help the members in establishing an international image and brand.

KLSFEA members selected 24 board committee members during the Annual General Meeting held at 1pm, 1st April, at the office.

The Annual General Assembly was chaired by advisor Richard Wong, with the agenda comprising approval of minutes, presentation and acceptance of Annual Report 2010, acceptance of Treasurer’s Report 2010, as well as discussion and amendment of the constitution. In addition, the association also held the 5th Board of Committee Election and elected general council members for the term 2011-2013.

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Out-going President Richard Ko presented the opening speech, in which he said the association has seen its membership growing from the initial 30 members to the current 366 members, showing the unity of the industry. The

association believes that they can work together and achieve their objectives. The association will also organise more activities, including haulage services, trainings and seminars.

Then, the association passed the amendment of certain provisions, including the adjustment of the joining fee and permanent membership fee, the right of the Board and elections.

He added that KLSFEA can drive the development of SMEs, besides enhancing the visibility of the furniture industry. This will provide protection to the smaller furniture industry players.

Finally, the association passed six proposed resolutions for sustainable development of the industry and to help the members in establishing an international image and brand.

These include the fund-raising of RM10 million to build a new administration building; the request to the Malaysian External Trade Development Corporation (MATRADE) to retain market development assistance fund; the request to the Ministry of Plantation Industries and Commodities to assist the furniture industry in transforming into creative furniture producer; call on the government to provide guidance to facilitate 16 billion export volume by 2020; call on the Selangor State government to implement the legalisation process for foreign workers as soon as possible; as well as the request to the Ministry of Plantation Industries and Commodities to provide allowances for market development and promotional.

Chairman Richard Wong said some 59 members attended the AGM. It is in line with Article 10.1, whereby an AGM is considered valid when the participants are twice the size of the general council or half of the association’s total members. Therefore, he announced the meeting as legal.

Secretary General Gan Tai Hwa presented the Annual Report 2010, reporting on the activities from 1st April 2010 to 28th February 2011. He also asked the members to read the report for further details. It was followed with the report by deputy treasurer Yap Mon Kuang on the Annual Treasurer’s Report 2010.

news 动态

KLSFEA VOL.3

KLSFEA

隆雪家具企业商会 理事会复选 The Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) Board of Committee Reelection

担任了连续两届会长的许 裕顺利卸任，交由新一届会 长周嘉昌继续背负隆雪家具企业商会永续发展的使命......

隆雪家具企业商会于2011年4月1日举办2011年度常年大会，成功选 出24名新届（2011年至2013年）理事会名单，并于2011年4月8日（ 星期五）顺利进行复选活动。

Richard Ko stepped down as president after serving for two consecutive terms, and handed the baton over to Edmond Chew…

这场由投票议决胜负的复选，最后在理事会成员经过慎重的考虑后， 成功投选出心目中最理想的人选担任理事会7个要职。周嘉昌成功以 大热姿态胜出担任2011年至2013年 会长一职，结果不负众望。

At the KLSFEA annual general meeting on 1st April, the association members selected the 24-member board of committee (2011-2013).

The election was then held on 8th April.

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连续担任了 两届会长的许 裕顺利 卸任，交由新一届会长周嘉昌继续 背负隆雪家具企业商会永续发展的 使命，带领所有理事与会员们朝着 商会订定的595大方向迈进，齐心 协力执行并推动5大目标、9大计划 与5年战略，集合同业团结的力量 谋求福利，携手面对国际竞争。

After careful consideration, the board of committee selected the most ideal candidates for the seven main positions. As expected, Edmond Chew was voted the position of president for the term 2011-2013.

Richard Ko stepped down as president after serving for two consecutive terms and handed the baton over to Edmond Chew, who will continue to carry out the mission of the association, while leading the board of committee and members towards the 595 vision. They will also work together to implement the five goals, nine projects and the fiveyear strategic plan to seek unity and welfare of the industry, to face international competition hand-in-hand.

隆雪家具企业商会第5届理事会阵容

The Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) The 5th Board of Committee

署理会长 Deputy President / 颜泰华 Gan Tai Hwa 副会长 Vice Presidents / 黄天才 Wong Thian Choy / 林建明 Lim Kean Beng

理事 General Council Members （不分排名） /许

裕 Richard Ko / 李天赐 Richard Lee

/ 石天保 Seak Thean Pow / 张纹伟 Sam Chong Mum Wai / 杨明山 Ngua Beng Sun / 黄铭春 Ng Beng Choon

秘书长 Secretary General / 陈明成 Nelson Tan 副秘书长 Assistant Sec. General / 邱爱博 Albert Khoo

/ 黄天保局绅 Ng Tian Poh JP / 邱曜仲 Khoo Yeow Chong

财政 Treasurer / 李光森 Eric Lee 副财政 Assistant Treasurer / 叶文光 Yap Mon Kuang

/ 曾伟明 Chen Wei Min / 陈观时 Francis Tan

查帐 Auditor / 陈威铭 Steven Tan 副查账 Assistant Auditor / 陈联财 Tan Lian Chai

/ 戴春平 Sunny Ter / 张添福 Chong Thiam Fook / 庄佑陆 Lawrence Ch'ng / 吴承良 Goh Sing Long / 叶源至 Yap Guan Chee / 叶柯 Yap Hoo / 陈景兴 Tan Keng Heng / 黄海亮 Victor Wong / 王福德 Ong Fok Tick

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会长 President / 周嘉昌 Edmond Chew

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KLSFEA VOL.3

KLSFEA

隆雪家具企业商会 感谢宴

The Kuala Lumpur & Selangor Furniture Entrepreneur Association’s Appreciation Dinner

马来西亚隆雪家具企业商会（KLSFEA）日前 为筹募1千万行政大厦基金暨第5届理事会就 职典礼晚宴圆满落幕，在甲洞新翠华楼举办感 谢宴。

来宾们与本会理事把酒畅谈，感谢宴上和乐融融。

出席嘉宾包括该会秘书长陈明成，副会长林 建明，理事许 裕、名誉顾问拿汀巴杜卡陈仪 乔、署理会长颜泰华、马来西亚促进局首席执 行员区达平、副会长兼活动筹委会主席黄天才 伉俪及理事庄佑陆等。

Among the guests who attended are, the Secretary General Nelson Tan Meng Seng, Vice President Lim Kean Beng, Council Member Richard Ko, Honorary Consultant Datin Paduka Tan Yee Kew, Deputy President Gan Tai Hwa, Chief Executive Officer at Malaysian Furniture Promotion Council Au Leck Chai, Vice President cum Organising Committee President Wong Thian Choy and his wife, as well as other council members.

（第二排左起）王福德、邱爱博、陈景兴、曾伟明、吴承良、

石天保、陈观时、黄天保局绅、杨明山、李光森 及 陈威铭 （前排左起） 陈明成、林建明、许 裕、拿汀巴杜卡陈仪乔、

颜泰华、区达平、黄天才、庄佑陆

本会名誉顾问拿汀巴杜卡陈仪乔（第一排站者左起第9）及马来西亚促进局主席 兼商会名誉顾问区达平（第一排站者右起第9）与全体理事，秘书处职员及来宾 们全体大合照留念。

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Kuala Lumpur & Selangor Furniture Entrepreneur Association organised an appreciation dinner after the RM10 million building fundraising and the sworn-in ceremony of the 5th Board of Committee.

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KLSFEA VOL.3

KLSFEA

筹建1千万行政大厦基金暨 第5届理事会就职典礼晚宴

Fund Raising Dinner for KLSFEA RM10 Million Building Fund cum Inauguration of the 5th Board of Committee

马来西亚隆雪家具企业商会从2002年开始迄 今已迈入8年的岁月。商会一开始成立的时 候并没有属于自己的会所，因而借用会员的 办公室来办活动，当时的商会也还未拥有一 个整体的秘书处去处理事务。经过会员们的 努力与不离不弃地支持下，商会在2008年终 于成立了第一栋执行楼。这8年间，商会不 辞劳苦积极地与同业并肩，共同促进彼此的 交流、团结力量、分享资讯及促进家具业的 发展。 这些年来，商会活动愈发蓬勃，由内至外积 极地举办和参与不同的活动。商会会务不停 的再延续、增进，而过程中也会流进大量的 专业人才、设立培训课程、建立学院等。因 此为了商会永续发展，商会欲建立一个功能 完善的综合性行政楼，内部功能设施先进须

拥有先进资讯化的行政中心，以网络连接市 场，提高行政效率，并取得盈利。

spared no efforts to promote the development of the furniture industry.

The Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA) has been established for 8 years since 2002. At its inception, the association did not own any premises to hold its own activities and thus had to borrow members’ offices to conduct activities. KLSFEA also at that time, did not have an integral secretariat office to deal with committee affairs but through the members’ contributions, support and efforts, the association finally procured the first KLSFEA administration building in 2008. In the last 8 years, the association with its members had

Over the years, association activities were organised based on the 595 vision such as the Members’ Gathering Day to promote networking. Association activities will continue and will include bringing in more professionals, setting up training courses, building a training college amongst others.

In order to seek sustainable development, we are searching for a new place to build an integrated administrative building with advanced facilities to achieve profitability.

The advanced information and network connectivity to the market will increase the efficiency of seminars.

征信录 Sponsor List 大会赞助人 NLY SDN BHD VIVA MALL SDN BHD

晚宴赞助人 NOVEL FURNITURE SDN BHD

RM50,000 RM50,000

BJ CABINET ENTERPRISE SDN BHD

RM8,000 RM30,000

RM20, 000 GOODNITE ENTERPRISE (M) SDN BHD IB SOFA SDN BHD LDP PROMOTION FAIR SDN BHD ROZEL CORPORATION SDN BHD FIORI (M) SDN BHD SIN LIAN LEE MANUFACTURING SDN BHD QUBE INTERGRATED MALAYSIA SDN BHD

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RM10,000

YU FONG GLASS TRADING SDN BHD

剪彩人

RM5,000 DYNAMIC FURNITURE INDUSTRIES (M) SDN BHD HOTTRAX FURNITURE TRADING SDN BHD TAWEI (M) SDN BHD SYARIKAT PETALING CORPORATION SDN BHD MATTRESSWORLD MARKETING SDN BHD

JUKRAF SDN BHD REGENT FURNITURE EXPORT CONSORTIUM (M) S/B STEP FURNITURE MANUFACTURER SDN BHD

RM3,000 SYNCOATES (M) SDN BHD B.S HUAT PLYWOOD TRADING SDN BHD ZOLANO DESIGN SDN BHD TOMTA FURNITURE MANUFACTURER SDN BHD EMPIRE FURNITURE & DECORATION SDN BHD ENG LIAN IMPORT & EXPORT TRADING SDN BHD PT.ATEJA TRITUNGGAL GUDANG PERABOT SK SDN BHD ALFO GROUP SDN BHD

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KLSFEA VOL.3

MF3 2011

马来西亚家具 及装饰展销会 理想的一站式平台 One-Stop Center for Malaysian Furniture and Furnishings

这个一年一度的盛会，成功吸引很多消费者与贸易商 参与，寻找他们想要的家具与室内装饰...... 一连四天的第四届马来西亚家具与装饰展销会 (MF3)成功在吉隆坡会展中心 ( KL Convention Center ) 举行！

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隆雪家具企业商会（KLSFEA）自2008年起 主办MF3，主要对象是国内消费者。展销会 是家具同业最有效的市场渠道，也是商会的 经济来源，因此，持续推动及提升该项展销 会，是帮助同业走向国际的主要策略。本届 MF3一共吸引超过100间家具厂商和企业参 与展出，主要目的是让家居与装潢领域业者 掌握市场的新趋势，同时也为寻找家具与家 居装饰的国内消费者提供一个理想的一站式 购物平台。

隆雪家具企业商会会长周嘉昌在致开幕词时 表示，这个一年一度的盛会，成功吸引很多 消费者与贸易商参与，寻找他们想要的家具 与室内装饰。“这场展销会为本地（家具与 装饰）制造商与室内设计师提供一个促销他 们商品与概念的平台。同时，它也为每个 人，包括屋主、交易商、制造商、室内设计 系学生、设计师，以及广告商提供一个交换 资讯与建立网络的机会。” MF3执行主任许 裕在稍后的记者会上指出， 主办马来西亚家具与装饰展销会是希望本地家 具和装饰业者可以走出红海，通过互相协助的 蓝海政策来推动这个领域的发展。此外，这个

展销会也通过引进家具出口商，参与本地家具 消费市场，让消费者可以购买到具国际水准的 家具。 许 裕补充表示接下来，隆雪家具企业商会也 将与旅游部和贸工部合作，把这个展销会的 讯息带上国际舞台，让其他国家知道这个展 销会的存在。“马来西亚的家具出口在全球 排名第九。在这方面，我们相信旅游部可以 协助我们，促销我们的家具产品，从而提高 我们本地制造商的知名度。” 除此以外，展销会的另一个重点是“峇迪家具 走廊”，积极推广大马文化，把峇迪元素及创

为了配合此峇迪主题，展销会也别开生面 举办了一个“马来西亚峇迪家具设计比赛 2011”，公开让所有大专院校的学生参加， 以提拔更多才华洋溢的年轻设计师。 展会的第一天，大会亦进行“最佳摊位设 计比赛”，评选出6个设计别出心裁的参展 摊位。

第4届马来西亚家具及装饰展销会 Malaysian Furniture and Furnishings Fair (MF3) 日期：2011年8月4日至7日 时间：10.30am - 9.30pm 地点：吉隆坡会展中心 展销摊位：207个 主办单位：马来西亚隆雪家具企业

商会 (KLSFEA)

Date : 4 to 7 August 2011 Time : 10.30am - 9.30pm Venue : Kuala Lumpur Convention Centre (Hall 1 - Hall 5) Number of booths : 207 Organiser : The Kuala Lumpur and Selangor Furniture Entrepreneur Association (KLSFEA)

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意融入家具与室内设计中。“峇迪家具走廊” 展示多样化的峇迪创意家具，让公众游览。

This annual event attracts consumers and traders looking for the furniture and interior decorations.

The Malaysian Furniture and Furnishings Fair (MF3) was successfully held at the Kuala Lumpur Convention Centre (KLCC).

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The Kuala Lumpur & Selangor Furniture Entrepreneur Association (KLSFEA) has been sponsoring MF3 since 2008, with the target market being local consumers. Exhibitions are one of the industry’s most effective marketing channels and also the main source of the association’s income. Therefore, continuous promotion and enhancement of the exhibition is the main strategy in helping the industry move towards the international arena. This year, MF3 has attracted more than 100 furniture manufacturers and enterprises, to allow home decoration and renovation industries to grasp the market trends. It is also to provide a onestop furniture shopping platform for local consumers who are looking for furniture and home decorations.

KLSFEA President Edmond Chew said in his opening remarks that this annual event attracts consumers and traders looking for furniture and interior decorations. “This fair is to provide a platform for local furniture and home decoration manufacturers as well as interior designers to promote their goods and concept. At the same time, it also provides opportunities for everyone, including homeowners, dealers, manufacturers, interior design students, designers and advertisers to exchange information and network.”

Next, KLSFEA will also work with various furniture companies, the Ministry of Tourism and Ministry of International Trade and Industry Malaysia to bring the message of this fair to the international arena. “Malaysia’s furniture exports rank ninth in the world. We believe that the Ministry of Tourism can help us in promoting our furniture products, thereby enhancing the reputation of our local manufacturers.”

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MF3 organising committee Chairman Richard Ko said in a press conference later that through this fair, the organiser hopes that the local furniture and decoration industries can promote the development of this industry through mutual cooperation. In addition, this fair also brings in furniture exporters so that consumers can buy world-class furniture.

SJY

Goodnite One of the highlights of the MF3 was the Batik Corridor. Its purpose was to promote Malaysian culture by showcasing the blending of batik elements into furniture and furnishing design.

A variety of batik furniture was exhibited at the Batik Corridor.

Design Principle

To enhance the batik theme, the Malaysia Batik Furniture Design Competition which was open to all tertiary students was held to give them an opportunity to display their talent.

Gio Italia

The highlight of the first day of the fair was “The Best Booth Design� competition, where the six best designed booths won an award each.

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Navinzi

Weng Keong

最佳摊位设计比赛 The results of “The Best Booth Design”

此届最佳摊位设计比赛共有“72平方尺以下”以及“72平方尺以上”两大类别， 以创意设计概念和整体视觉效果进行评审，各选出金银铜三大得主。 这是第几次参加MF3？ 这是我们第一次参与MF3，我们感到非常惊 讶，同时也谢谢评审的厚爱。 请讲解一下展览摊位的设计概念。 我们的产品设计是现代的，所以摊位设计也延 伸我们产品的概念，采用现代设计。 如何吸引消费者光临惠顾？ 主要是以我们的产品来吸引消费者前来观看， 进而进一步向他们解说。

How many times have you participated in this exhibition? How did you feel after winning the award?

This was the first time we’ve participated in MF3. We were very surprised and we would like to thank the judges.

金奖得主 72平方尺以下 Mr. Goh Modern Day Design Sdn Bhd

What was your showroom design concept?

How did you attract consumers?

Our products were of modern design, so our showroom followed the design of our products.

We mainly used our products to attract consumers, followed by explaining our products to them.

How many times have you participated in this exhibition?

How did you feel after winning the award?

银奖得主 72平方尺以下 Mr. Darren Quek Wei Fong Industries Sdn Bhd

This was our second year in MF3. The win was unexpected and we were very happy. 这是第几次参加MF3？ 这是我们第二年参与MF3，得奖是意料之外， 所以非常开心。 请讲解一下展览摊位的设计概念。 摊位的设计概念是自然，简约，让人感觉到 舒服。

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如何吸引消费者光临惠顾？ 派传单，尽量拉拢顾客接触产品。我们也赞助 印有我们公司标志购物袋，以达宣传效益。

What was your showroom design concept?

The design concept of the showroom was natural and simple to make people feel comfortable.

How did you attract consumers?

Giving out leaflets and letting the consumers experience our products. We also sponsored gift bags which were printed with our company logo.

铜奖得主 72平方尺以下

Ms. Chai Ling Fiori (M) Sdn Bhd

这是第几次参加MF3？请分享得奖感言？ 今年是第三次参与MF3，得奖当然是非常兴 奋，这是一个很大的鼓励。 请讲解一下展览摊位的设计概念。 我们的摊位设计色彩斑斓，主要是想给人一种 清新的感觉，而且彩色效果非常吸睛。 如何吸引消费者光临惠顾？ 以特出的摊位设计吸引消费者的目光，让他们 停下脚步观看，接而向他们推介我们的产品和 服务。

How many times have you participated in this exhibition?

How did you feel after winning the award?

This was the third time we participated in MF3. We were very excited over the win and of course, it was a great encouragement.

What was your showroom design concept?

Our showroom was colourful to give a fresh feeling.

How did you attract consumers?

We attracted the attention of consumers with our showroom display. When they stopped by, we introduced our products to them.

这是第几次参加MF3？请分享得奖感言？ 这是我们第二次参与MF3，得奖对我们来说是 一大鼓励。 展览摊位的设计概念？ 在有限的预算中，我们必须要凸显出产品，因 此我们的概念是除了给消费者视觉上（摊位设 计）的享受外，也给他们听觉（产品的内建喇 叭）上的享受。 如何吸引消费者光临惠顾？ 派传单，尽量拉拢顾客接触与使用产品。我相 信播放音乐也有助于吸引顾客。

金奖得主 72平方尺以上

Mr. Joseph Lim Gintell (M) Sdn Bhd

How many times have you participated in this exhibition?

How did you feel after winning the award?

This was our second year in MF3, so the win was a good encouragement for us.

What was your showroom design concept?

We managed to highlight our products with a limited budget, letting the visitors enjoy our built-in speakers at the products, besides the attractive showroom design.

How did you attract consumers?

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Giving out leaflets and letting the consumers experience our products.

这是第几次参加MF3？ 我们是第三次参与MF3，我们去年亦有得奖， 没想到今年也能蝉联。 请讲解一下展览摊位的设计概念。 我们是模拟家居生活，把整个摊位设计成住家 空间呈现给消费者。 如何吸引消费者光临惠顾？ 主要是以产品，摊位的设计吸引消费者。

How many times have you participated in this exhibition?

How did you feel after winning the award?

This was the third time we participated in MF3. We won last year so we did not expect to do it again this year.

银奖得主 72平方尺以上

Mr. KL Wong Novel Home Design Sdn Bhd

What was your showroom design concept?

We showcased home living, and presented the entire space as a home to the consumers.

How did you attract consumers?

We attracted consumers mainly with our products and showroom design.

铜奖得主 72平方尺以上

Ms. Ratha Mattressworld Marketing Sdn Bhd

这是第几次参加MF3？ 从第一届开始我们就有参展了，这次得奖给了 我们的团队很大的鼓励。 请讲解一下展览摊位的设计概念。 我们的摊位是以大地色彩为设计主轴，大地色 彩接近大自然，让人感觉到舒服自在。 如何吸引消费者光临惠顾？ 因为我们卖的是床垫，因此无论怎样讲解，都 比不上叫客人亲身试试产品来得有说服力。

What was your showroom design concept?

How many times have you participated in this exhibition?

How did you feel after winning the award?

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We participated since the first year and the win has given the team great encouragement.

Our showroom used mainly earthy colours.

They made people feel comfortable and at ease.

How did you attract consumers?

We were selling mattresses, so it was always better to ask the consumers to try the product personally rather than explain it to them.

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KLSFEA VOL.3

Batik Furniture

《马来西亚 迪家具设计比赛2011》 提携新人 不遗余力 Malaysia Batik Furniture Design Competition 2011 Awards Ceremony

马来西亚家具与装饰展览会（MF3）所举办 的《马来西亚 迪家具设计比赛2011》自8 月开始以来，吸引了不少大专院校的学生参 加，发挥所长，一展创意设计才华。这次比 赛的反应让人鼓舞，报名参加的作品从客厅 家具、饭厅家具到卧室家具的设计尽显天马 行空、创意无限。 参赛作品共分位3个组别，包括客厅家具、饭 厅家具及卧室家具。优胜者可获得总值1万8 千令吉的奖金。此外，在此比赛中，主办单位 评选出一位“冠军中的冠军”，免费到意大利 米兰参加来临的国际米兰家具博览会考察团， 大奖由马来西亚家具促进局诚意赞助。

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优胜者的设计模型将会在“2011年吉隆坡国 际 迪展会”上展示。同时，他们的得奖设计 作品也将有机会在厂商的协助修饰下，制作成 品以在明年的MF3展会展示。

The Malaysian Batik Furniture Design Competition 2011, organised by MF3, received many entries from tertiary students showcasing their creative and inspiring designing talents.

to have their designs produced by furniture manufacturers and displayed at the MF3 2012.

The entries were divided into three categories; living furniture, dining room furniture and bedroom furniture.

Winners received RM18,000 worth of prize money. The organiser selected the Grand Champion, Pui Wee Chong of Kolej Pratique Asia as the winner of the free trip to the Milan Isaloni Furniture Fair 2012 in Italy, sponsored by the Malaysian Furniture Promotion Council.

《马来西亚峇迪家具设计比赛2011》的评审包括： The judges that we invited for the competition are as follows:

His model was displayed at the Kuala Lumpur International Batik 2011 show. On top of that, the winning designs may have opportunities

马来西亚关怀基金会执行董事 Yayasan Budi Penyanyang Malaysia (CEO) Dato' Leela Mohd Ali

隆雪家具企业商会会长 President of KLSFEA 周嘉昌先生 Edmond Chew 马来西亚家具促进局高级营运专员 MFPC Senior Operations Executive Mr. Jason Ting

饭厅家具

Winner-Dining Room Furniture nd Gra pion m Cha

第一名：Pui Wee Chong 贝伟嶂

(Kolej Pratique Asia)

我的设计概念来自大红花。我会运用大红花 主要是因为它是国花，代表了我国人民的团 结。大红花的五片花瓣代表了五张餐椅，而 花蕾则是餐桌。这是我第一次参加类似的比

赛，对于第一次就获奖觉得非常兴奋，同时 也非常意外成为“冠军中的冠军”，我非常 期待明年到意大利去观摩。

My design concept comes from the Hibiscus flower, because it is our national flower and

it represents the unity of our people. The five petals represent the five chairs, and the bud is the table. This is the first time I participated in such a competition and I am excited about the award. I am also very surprised to become the Grand Champion, and I am looking forward to the study trip to Italy next year.

第二名：Lim Hoe Chun 林和俊

(KBU International College) 我的设计概念来自蛹。我选择此类别参加比 赛是因为我觉得饭厅是一家人聚集在一起的 地方，有家的感觉，所以餐桌椅非常重要。

The concept is based on pupae. I chose to participate in this category because I think the dining room is a place where the whole family gathers together. It is where you feel at home, and so the table and chairs are very important.

第三名：Chin Chee Young 陈智勇

(KBU International College) 我的设计概念来自传统的峇迪图案“Kawung”。 “Kawung”广泛运用在衣服上，我觉得它有一 股神秘的色彩，所以我把它融入家具。对我而 言，家具是生活的艺术品。

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My design concept comes from traditional batik patterns “Kawung”, which is widely used on cloth. I think it is mysterious, so I put it into my furniture. For me, furniture is a living art.

客厅家具

Living Furniture 第一名：Hooi Yean Yee 许慇珆

(Alfa International College Sdn Bhd) 我的作品以鸟巢作为设计概念，与热带雨林 的马来西亚非常贴切。设计作品共耗了两个 月的时间才完成，设计灵感来自永不着地的 燕子。

My design is based on the concept of a bird’s nest, and it is relevant to a tropical country like Malaysia. I took two months to complete the work and it is inspired by the swallow which never touches the ground.

第二名：Can Yong Chen Choong 杨镇聪

(The One Academy) 我的作品以胡姬花作为设计概念，除了 迪 外，胡姬花也是马来西亚另一代表。我选择 设计客厅家具主要是有比较大的发挥空间， 把峇迪融入家具是非常新颖的点子，对我来 说非常有挑战性。

I based my design on Orchids. Besides batik, the orchid is another symbol of Malaysia. I chose to design living furniture because it has more freedom. To integrate batik into furniture is a very novel idea. It was also very challenging for me.

第三名：Chou Siew Wen 蔡汶妏

(Kolej Pratique Asia) 我的作品以“飘逸的形状”为设计概念，很 多人提到峇迪立刻会想到布料，我的作品是 木制的，所以有些不同。我觉得创意来自文 化，泰国的家具设计非常有创意，主要是来 自他们的文化，峇迪是马来西亚的文化，所 以我觉得这个比赛概念非常好。

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My design concept revolves around a flexible shape. Many people immediately think of cloth when we talk about batik. My work is of wood, so it is a little bit different. I think the idea came from our culture. Furniture in Thailand is very creative, and it is mainly from their culture.

Batik is the culture of Malaysia, so I think this concept is very good.

卧室家具

Bedroom Furniture 第一名：Hu Shin Yee 许欣怡

(Alfa International College Sdn Bhd) 我设计的是一张可以折叠的沙发床，放置在 房间可以悠闲的看看书，小憩一下。我是以 消费者的角度去设计家具，消费者大都喜欢 创新的东西，所以我的设计能够获奖大概是 创意取胜。

I designed it as a foldable sofa bed that can be placed in the room for book-reading or to take naps. I designed the furniture from the consumer’s point of view. Most customers like new stuff, so I think I probably won the award because of creativity.

第二名：Wong Sue Yin

(KDU College (PG) Sdn.Bhd) 我的设计注重在实用性，床架是木制的，床 脚隐藏在床底，主要塑造出漂浮的感觉。另 外，我也融入了一个小型书架在床尾设计 里，让喜欢看书的朋友可以把心爱的书籍收 藏在里面。

I focused on practical design. It is a wooden bed frame, and the feet are hidden under the bed. In addition, I also incorporated a small bookshelf in the design, so that people who like to read books can keep their books there.

第三名：AndreTan Yu-Chai

(KDU College (PG) Sdn.Bhd) 我的设计概念是“回归最初”，我的作品是 用线条来组成的。在材质方面，我选用环保 木Antwood，切合我回归最初的主题。希望城 市人繁忙的生活，回到家能够摒除杂念，尽 情的享受个人世界是我这个作品的设计理念。

My concept goes back to basics. My work uses a lot of thick lines. For materials, I used an environmentally-friendly wood, Antwood, which suits my theme. My idea is for the busy working people to enjoy their home.

Supported by:

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Sponsored by:

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KLSFEA VOL.3

EFE

第七届马来西亚 国际出口家具展 The 7th Export Furniture Exhibition Malaysia (EFE)

EFE可说是目前国内兼具专业与代表性的出口 家具展，并被誉为一站式采购中心......

马来西亚雪兰莪沙登农业博览园以最新的科 技建设富有国际水平的博览馆，总面积超过 40,000平方米，且比去年多加了两个展馆。与 往年相似，展会也设有最佳摊位设计与最佳产

品设计比赛供展商参加，除了促进彼此间良好 的竞争，且间接给予参赛者一种鼓励，进而提 高展会的水准。 另外，展会期间更举办了Nextus家具设计比 赛，以鼓励马来西亚青少年利用其创造力来设 计与创新的独特家具产品。此比赛吸引了来自 各马来西亚各大研究所的140名学生，然而， 展会只会从中选出10名最杰出的设计入围晋 级，绝对满足现代年轻人的挑战心态。 随着环保意识的提高，参展商也于马来西亚 国际出口家具展展出了更环保的绿色产品，

其中展出的产品包括：床褥、沙发、套房、 客厅、餐桌椅。另外，展商也提供许多适用 于户外、办公司、酒店以及室内装饰等各类 家具产品，并提供具有竞争力的价格。展览 商不断改良，以提供富有创造力、独创性与 原创性等更多元化的设计产品，以迎合旅客 不同的品味和需求。 EFE可说是目前国内兼具专业与代表性的出口 家具展，并被誉为一站式采购中心。它不仅让 业者拥有一个良好的出口市场销路趋向，且是 家具出口商及海外买家的交易终端。

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马来西亚家具同业联合总会于2011年3月3 日至3月7日于马来西亚规模最大，设施最完 善的全新国际展览馆--马来西亚雪兰莪沙登 农业博览园 (Malaysia Agro Exposition Park Serdang,MAEPS)举办第七届马来西亚国际出 口家具展EFE。总会再次并肩负起重任，带领 本地家具同业一起飞跃国际舞台，为家具业者 提供无限商机。

EFE is an export furniture exhibition that is known as a one-stop centre. Not only does it provide the industry with a good pipeline for export markets, it is also a trading platform for furniture exporters and overseas buyers.

EFE is an export furniture exhibition that is known as one-stop centre...

Malaysia Furniture Entrepreneur Association organised the 7th Export Furniture Exhibition Malaysia at the Malaysia Agro Exposition Park Serdang (MAEPS) from 3rd March to 7th March where the association took the responsibility of leading the local furniture industry into the international arena.

MAEPS is an exhibition hall of international standard, with a total area of more than 40,000 sq m. Like previous years, the exhibition also held “Best Booth Design” and “Best Product Design” competitions for exhibitors to promote constructive competition and give participants an incentive indirectly which will enhance the exhibition’s standards.

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In addition, a furniture design competition was held by Nextus to encourage young people to use their creativity to design unique and innovative furniture products. It attracted 140 participants from major higher learning institutes and shortlisted 10 finalists for the next level.

With environmental awareness in mind, exhibitors at the EFE exhibitors showcased more green products, including mattresses, sofas, suites, living rooms, dining tables and chairs. In addition, exhibitors also displayed products for the outdoors, offices, hotels and interior design at competitive prices. Exhibitors continue to improve and offer creative and original products to cater to the different tastes and needs of consumers.

BARE SPACE Less than 150 SFT 1st Prize Mr. Kian Kee & Mr. Ho Wei Hong IS Home Furniture Manufacturing Sdn. Bhd.

第几次参与此展览会？ 这是第二次参展，也是第二次参与这次比赛。 请讲解一下展览摊位的设计概念。 展示厅以环保作为这次设计的主题，设计师使 用白色、绿色与黄色的结合，带给人一种活力 与冲劲的感觉。这里每一件家具摆设都是精心 设计，设计师把木屑做成一棵树且摆放展示厅 中间，不仅让展览厅更为美观，且充分利用树 木价值，废物利用，完全符合我们所要表达的 主题。 展示厅有何特点？ 我们产品的特点是使用年龄超过30年的实木 与橡胶树来制造，且使用环保漆，不仅可保护 地球，且可减少对皮肤的伤害。我们的家具不 仅具备了现代人关注的环保课题，也融入了现 代时尚的元素，满足了消费者的双重要求。 如何吸引消费者光临惠顾？ 大多数的消费者都认为环保产品是必须付出较 昂贵的价钱，虽说实木家具的价钱会比一般家 具来得比较高，但环保不仅是有钱人的专利。 为了满足不同阶层的消费者，我们提供了再循 环木材所制造的家具，让消费者可以较低的价 钱购买到木制家具，且响应环保。除此之外， 家具也提供多种颜色供消费者选择，符合不同 家居设计需求。 用了多久的时间为这次的参展做准备？ 这次展览的筹备过程共用了三个月的时间。

How many times have you participated in this exhibition?

This was the second time we had participated in this exhibition, and also the second time in this competition.

What was your showroom design concept?

The theme of our showroom was environmental friendliness. Designers used white, green and yellow to inspire feelings of energy and momentum. Every piece of furniture here was carefully designed, and the designers made a tree with wood floorings to be placed in the middle of the showroom. While the showroom looks beautiful, it also fully utilised the value of trees and recycled items, which aligned it with the theme we wanted to express.

What were the features of the showroom?

Furniture for sale here was made of solid

wood and rubber trees of 30 years and above, with environmentally friendly paint. This can protect Mother Earth, and reducing damage to human skin. The furniture also included contemporary elements to meet the demands of modern people.

How did you attract consumers?

Contrary to most consumers’ belief, environmentally friendly products are not expensive. Actually, solid-wood furniture is more expensive than recycled-wood furniture.

In order to meet the needs of different consumers, we offer furniture made of recycled wood, so that consumers can buy wooden furniture at lower prices, while going green.

In addition, our furniture is available in various colours for different home designs.

How long have you prepared for this exhibition?

The preparation process took three months.

BARE SPACE More than 150 SFT 2nd Prize

请讲解一下展览摊位的设计概念。 展示厅使用了双层楼的设计概念，既节省空 间，又让员工可拥有足够的空间发挥他们的想 象力与创意。双层楼的设计让我们在这里显得 特出，而白色与米白色的融合，让整个空间更 显宽敞与高贵。这里的每个设计都是来自员工 们的功劳，他们非常享受其过程，也为他们的 努力获得了回报与肯定。

展示厅有何特点？ 我们所设计的展示厅之所以特出，是在于我们 勇于尝试不同的设计风格，希望可以吸引不同 的顾客群到我们这里来参观。公司非常注重设 计与产品的品质与创意，努力做好准备来参展。 如何吸引消费者光临惠顾？ 除了特别设计的展示厅，员工们也在家具摆设 方面下了不少功夫。不仅每一个细节都非常讲 究，家具材质均属于高品质的，完全符合对生 活品质有高要求的消费者。

Mr. Khoo Yeow Chong Dynamic Furniture Industries (M) Sdn.Bhd.

用了多久的时间为这次的参展做准备？ 从策划展示厅的设计概念到整个过程完成，我 们共用了大约半年的时间筹备。

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第几次参与此展览会？ 这是第二次参展，也是第二次获得最佳展示厅 设计奖荣誉。

How many times have you participated in this exhibition?

This was our second exhibition and it was also the second time we won “The Best Showroom Design” award.

What was your showroom design concept?

We used a double-storey concept in our showroom. It saved space, while still allowing enough room for staff to develop their imagination and creativity. This concept stood out in this exhibition, and the integration of white and beige made the entire space looked

more spacious and elegant. The design came from all the staff here. They enjoyed the process and their efforts paid off.

What were the features of the showroom?

The reason this showroom stood out among others was because we dared to try different styles, in the hope of attracting consumers. Our company emphasises product quality, design and creativity. We made all the preparations for the competition.

How did you attract consumers?

In addition to the specially-designed showroom, our staff also put in a lot of effort into the furnishing. Every detail is very particular and the furniture is of high quality. It meets the needs of the consumers who are looking for quality living.

How long have you prepared for this exhibition?

The whole process, from planning completion, took about six months.

to

Best Product 1st Prize Bedroom Series Ms.Suzanne Lei Shiew Yun STEP Furniture Manufacturer Sdn. Bhd.

第几次参与此展览会？ 这是第二次参展，亦是第一次得到最佳产品奖 项，之前曾获得展示厅设计奖。 请讲解一下产品的设计概念。 这次脱颖而出的产品是把油棕木与实木结合制 造，强调天然与漂亮的纹理设计。另外，床架 也使用铁枝为设计，给于消费者一种铁枝与木 板连接的错觉。 产品有何特点？ 木制上漂亮与天然的纹理可说是此产品的特 别之处，不仅如此，我们产品的设计拥有自 己的独特风格，并且高品质，绝对满足现代 人对要求。

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如何吸引消费者光临惠顾？ 除了独特的展览厅设计之外，我们的产品也拥 有自己的独特个性。产品本身强调天然与独特 的纹理，此纯天然的特质非常特别，无法被抄 袭。另外，产品也具有良好的品质，使其鹤立 鸡群。

用了多久的时间为这次的参展做准备？ 从策划展示厅的设计概念到整个过程完成，我 们共用了大约半年的时间筹备。

How many times have you participated in this exhibition?

This is our second exhibition but it is the first time we won “The best product” award. Before that, we only won “best showroom design” award.

What is your product design concept?

This product uses palm tree wood and solid wood, emphasising natural textures and beautiful design. In addition, the bed frame uses metal bars, giving consumers the feeling of the combination of metal and wood.

What are the features of the product?

What makes the product special is the beautiful natural wood texture. Also, the design has its own unique style and it is a high quality product. It absolutely meets the requirements of the modern people.

How do you attract consumers?

Besides the unique showroom, our products also have their own unique features. The product itself emphasises natural and unique texture design. It is special and cannot be copied. In addition, products with good quality stand out.

How long have you prepared for this exhibition?

We took about six months for the whole process from planning to completion.

How many times have you participated in this exhibition?

This was our second exhibition but it was the first time we won “The Best Product” award.

Before that, we won only “The Best Showroom Design” award.

What was your product design concept?

This design was bold and unique and it was multi-functional. It was designed to meet simple and practical lifestyles.

Best Product 2nd Prize Living Room Series Mr. Khoo Yeow Chong Dynamic Furniture Industries (M) Sdn.Bhd.

第几次参与此展览会？ 这是第二次参展，却是第一次得到最佳产品奖 项，去年曾获得展示厅设计奖。 请讲解一下产品的设计概念。 此设计大胆与独特，结合了多功能设计的产品， 满足现代人既简约时尚，且实用的生活需求。

What were the features of the product?

产品有何特点？ 我们公司秉承着给予消费者最好的，所以从不 吝啬于材料的使用，提供消费者一分钱，一分 货的品质保证。 如何吸引消费者光临惠顾？ 我们的产品设计精致，每件家具都是用心制造 的产品，提供最优质的品质保证，因为我们相 信明智的消费者的眼睛绝对是雪亮的。

Our company strives to give consumers the best so we never compromise on the materials.

We provide consumers with quality assurance.

How did you attract consumers?

Every piece of our product is carefully manufactured and provides the best quality assurance. Consumers know the best.

How long have you prepared for this exhibition?

用了多久的时间为这次的参展做准备？ 我们共用了大约半年的时间筹备。

We took about six months for the whole process from planning to completion.

第几次参与此展览会？ 这是第四次参展，已是第二次得到最佳产品奖。

What was your product design concept?

How did you attract consumers?

请讲解一下产品的设计概念。 这里的家具使用象征马来西亚的本地橡胶木来 制造，以深褐色的家具摆设为主，带出高贵优 雅的居家环境。展示厅摆设不同的空间系列， 如房间、客厅与厨房等，给与消费者一幅完整 的设计概念。我们强调设计特别的组装系列， 不仅可帮助节省空间，且提高时尚品味。

Our products were made of Malaysia’s symbol, the rubber tree. The dark brown furniture creates a noble and elegant home environment. The showroom displayed different areas, such as bedroom, living room and kitchen, to give consumers a complete design concept. We emphasised the special assembly series as it helps to save space and improve the fashion sense.

产品有何特点？ 由于我们的家具强调组装系列，且可提供不同 的款式与尺寸，因此它非常适合出口到国外市 场，如欧洲与中东等国家。例如摆设的光碟播 放机可在不需要的时候收起，既节省空间且符 合现代人对简洁的要求。另外，深褐色让家具 显得更为出色，并非常耐看。 如何吸引消费者光临惠顾？ 现代人要求精简与方便，组装系列将会在家具 业里带领风潮。不仅如此，消费者也可选择上 网挑选喜欢的款式、颜色或尺寸并订购，让消 费者省下许多精力与时间，完全满足了现代消 费者的快捷购物方式。

What were the features of the product?

As our emphasis was the assembly series and the service of different styles and sizes, so our products are very suitable for export to countries like Europe and the Middle East countries. For example, when you do not need to use the CD player cabinet, you can put it away. It saves space and meets the requirements of simplicity. In addition, the colour (dark brown) makes the furniture more remarkable.

Nowadays, people want simplicity and convenience, so this assembly series will lead the trend in the furniture industry. Consumers can also select their favourite style, colour and size on the Internet and order. It saves a lot of their energy and time, and fully goes in line with the modern shopping lifestyle.

How long have you prepared for this exhibition?

All the furnishings here are manufactured at our factory, but the whole process took only two weeks.

用了多久的时间为这次的参展做准备？ 这里所摆设的家具都是自家工厂所制造， 因此这次展览的筹备过程只用了两个星期 的时间。

This was our fourth exhibition and the second time we won “The Best Product” award.

Best Product 3rd Prize Bedroom Series Ms. Chu Li Yuen Wyser Furniture Sdn.Bhd. 105

How many times have you participated in this exhibition?

家 具决 的定 造家 型具 艺产 术品 附 加 值

艺术化随着人们对家具设计的要求越来越高，家 具的造型艺术将是决定家具产品附加值的一项重 要依据... ...

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LUZINI

DSM

随着人们对家具设计的要求越来越高，家具的造型艺术将 是决定家具产品附加值的一项重要依据。艺术价值在家具 销售利润的体现，将与家具工业品牌或销售品牌的树立互 相配合，提高家具产品的市场占有率。选择有知名度的家 具产品，是时下许多明智消费者的心态。 欧洲的家具制造企业发展的支撑是依靠设计及工艺技 术，反观大马虽然拥有丰厚的天然资源，却还在依赖廉 价的劳动力制造出来的“代工”产品。同样是制造业， 这中间利润的差别是难以想象的。 大马家具业者要改变一款新家具可以占领“大片江山” 的观念，而是要建立起品牌的设计风格。家具产品的风 格化个性化设计将成为引导企业走出单纯制造型模式的 困境，为企业带来丰厚的高附加值利润，而在此实践 中，家具的艺术化设计也将以最为耀眼的形式感最能突 显创新的力度。 纵观设计史，设计的艺术化始终以各种方式体现在各个 年代的作品中，而家具由于其与大众的接触面广泛、制 作工艺相对简单等优势，成为各种设计风格与设计潮流 的实验场。

MERRY PRICE

回顾近几年国际家具展会，许多知名品牌家具企业及设计 师的展位，都将聚光灯的焦点投射在具有艺术化设计的家 具作品上。虽然这些家具颇感前卫，仅以“作品”而非批 量“商品”呈现，但每次展会观众的关注度都会在这些艺 术化设计的家具作品上；同时我们不难发现，家具的艺术 化设计以不单单停留在那些所谓的前卫“作品”当中，在 批量化的商业家具中也逐渐有艺术化设计的成分体现。可 见，大众对家具艺术化设计已开始具有认可度，家具的艺 术化设计也成为设计师推陈出新的热点。 NOVEL

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ZOLANO

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家具的艺术 化设计 与艺术家具 的区别

PRICE HMERRY OME’S HAR MONY

MERRY PRICE

家具艺术化设计不同于艺术化家具。家具的艺 术化设计是通过学习了解各类艺术风格与流 派，汲取这些艺术风格中能成为家具设计创新 点的元素以及思维方式，为家具设计服务。在 此，设计是作为主体的地位，而艺术化的表现 则通过各种设计创意方法融入到家具设计当 中。这时所设计出的家具有艺术化的倾向，但 这些艺术化的倾向更多的是在传达设计目的。 由此可见家具的艺术化设计是对艺术风格借鉴 与创新的过程。 很多家具厂商排斥家具的艺术化设计，一些设计 院校也将此归类为概念设计的范畴。在他们看 来，家具的艺术化设计仅仅是一些光怪陆离的家 具造型，没有实际的功能，生产成本高，购买人 群少。这实际是对家具艺术化设计的曲解。

LUZINI

家具的艺术化是为设计服务的；而且作为家具 的艺术化设计不仅仅限于家具的造型表现，例 如对于后现代的艺术风格，我们更多地是汲取 其人文思想在家具中的渗入，以及家具的造型 和使用方式的隐喻表现等，受后现代艺术风格 的影响。家具的艺术化设计不是光怪陆离的异 类家具，是具有市场前景以及生产的可能性 的，将艺术向更具大众化推广和引导。

NOVEL

109

NOVEL

ALFO

The difference between artistic furniture design and art furniture Artistic furniture design comes into place as consumers demand more from furniture design.

The formative art of furniture is an important element in adding value to furniture. The profit that art brings will go along with the industry’s branding and image, further improving the market share of furniture products as consumers tend to choose well-known furniture brands. The European furniture manufacturers’ developments rely on design and technology.

Despite Malaysia having rich natural resources, it still relies on cheap labour to create “OEM” products. It is the same manufacturing sector and practice but the difference between profit centers is significant.

ALFO

110

NOVEL

MAXIMA

The furniture industry in Malaysia needs to change the mentality that any new furniture design can win large market shares. Instead, they should have distinctive design that can establish branding for them. Personalised design for furniture can lead companies out of the plight of simple manufacturing models.

This will bring high profits to the companies, while artistic design will also highlight the power of innovation.

ITE GOODN

DSM

111

VONZA

VONZA

112

ELK

SLUMBERLAND

HERMANN LIVING

Throughout history, the art of design has been reflected in the various ways in different eras.

As furniture becomes more common, and as its production process is relatively simple, it has become an experimental field for various design styles and trends.

Many renowned furniture companies and designers have focused on the artistic design of furniture at international furniture fairs in recent years. Furniture from these companies and designers are stylish and artistic at the same time.

It shows that the market has begun to recognise artistic design and its impact on furniture will become a trend for designers.

Artistic furniture design comes into place as consumers demand more from furniture design.

The formative art of furniture is an important element in adding value to furniture.

Artistic furniture design is different from art furniture. Artistic furniture design is about learning various art styles and genres, which subsequently becomes an innovative element. With design being the main focus, art is expressed in the design of furniture through various creative methods.

ELK

113

A lot of furniture manufacturers reject artistic furniture design, while some design schools have classified such design as conceptual design. In their opinion, artistic furniture design is about bizarre shapes which serve no real function. The production costs are high and not many people would purchase such products. This is actually a misinterpretation of artistic furniture design. The design of most types of furniture is affected by post-modern arts. Artistic furniture design is not about bizarre shapes, but instead about its market prospects and production possibilities. It can further promote arts to the public.

和谐 色调

DSM

延续 八个简单方式 充分体现时尚 对称

Furniture mix and match Eight elements of contemporary design

114

Luzini

呼应

独特 Zolano

设计要遵循以人为本的前提，能够具备实用功能，在设计上可以运用形式 语言来表现题材、主题、情感和意境。以下是表现时尚的八个方式：

对比 方式一：对比 对比是家装设计中惯用的一种方式，设计师 称，从事过系统学习艺术理论的人都知道， 这种方式是艺术设计的基本定型技巧，它把 两种不同的事物、形体、色彩等作对照，如 方与圆、新与旧、大与小、黑与白、深与 浅、粗与细等等。

方式五：简洁 简洁是室内设计中特别值得提倡的手法之一， 也是近年来十分流行的趋势。这要求室内环境 中没有华丽的修饰和多余的附加物，要坚持以 少而精的原则，把室内装饰减到最小的程度 ， 以“少就是多，简洁就是丰富”为原则。

方式八：延续 通常情况下，设计师忽略运用延续的设计方 法。具体而言，物体的外表形状，能够有规律 地向上或向下，向左或向右，连续下去就是延 续。这种延续手法运用在空间中，使空间获得 扩张感或导向作用，甚至可以加深人们对环境 中重点景物的印象。

方式六：呼应 在室内设计中，顶棚与地面、桌面或其他部 位，采用呼应的手法，形体的处理，会起到对 应的作用。呼应属于均衡的形式美，是各种艺 术常用的手法，呼应也有“相应对称”、“相 对对称”之说，一般运用形象对应、虚实气势 等手法求得呼应的艺术效果。

通过把两个明显对立的元素放在同一空间 中，经过设计，使其既对立又和谐；既矛盾 又统一，在强烈反差中获得鲜明对比，求得 互补和满足的效果。 方式二：和谐 和谐包含协调之意。它是在满足功能要求的 前提下，使各种室内物体的形、色、光、质 等组合得到协调，成为一个非常和谐统一的 整体。和谐还可以分为环境及造型的和谐、 材料质感的和谐、色调的和谐、风格样式的 和谐等等。和谐能使人们在视觉上，心理 上获得宁静、平和的满足。

方式三：色调 色调是构成造型艺术设计的重要因素之一。不 同颜色能引起人视觉上不同的色彩感觉。如 红、橙、黄的温暖感很强烈，被称为暖色系； 青蓝绿具有寒冷、沉静的感觉，被称为冷色 系。在室内设计中，可选用各类色调构成，色 调有很多种，一般可归纳为“同一色调、同类 色调、邻近色调、对比色调”等，在使用时可 根据环境不同灵活运用。

Maxima 方式七：对称 对称是形式美的传统技法，是人类最早掌握 的形式美法则。对称可采用绝对对称和相对 对称。上下、左右对称，同形、同色、同质 对称被称为绝对对称；而在室内设计中采用 的是相对对称，对称给人感受秩序、庄 重、整齐即和谐之美。

简洁

方式四：独特 一位设计师称，许多业主很讲究个性，独特正 是他们所追求的。设计师为追求独特，就要突 破原有规律，标新立异，引人注目。在大自然 中，“万绿丛中一点红，沙漠中的绿洲”，都 是独特的体现。独特是在陪衬中产生出来的， 是相互比较而存在的。在室内设计中特别推崇 有突破的想象力，以创造个性和特色。 Merry Price

115

谐

Design is people-oriented and it must have practical functions. Design can be used to express theme, materials, emotion and ambiance. Below are the eight elements of contemporary design: Contrast

Individuality

Reflective Harmony

Contrast is one of the usual ways used in home design. Designers call this the basic skill of arts design. It puts together two different things, shapes and colours, such as square and round; old and new; black and white, to create contrast.

Designers believe owners are very particular about personality and thus demand individuality. To achieve this, designers need to break away from existing norms and introduce eye-catching elements. Like an oasis in a desert, like a rose among the thorns, individuality is expressed through interior design and creates personality and character.

In interior design, ceilings and floors, desktops and other parts use the echo approach (a Chinese concept representing harmony in reflection). Physical processes will play a corresponding role. Echo is a form of balance and it is a common practice in various arts.

By combining two opposing elements in the same space, it can be contradictory but comfortable at the same time, through good design.

Harmony Harmony also means coordination. While meeting functional requirements, it allows shapes, colours, lights and quality to blend together. Harmony includes environment, design, materials, texture and style, enabling people to achieve peace visually and psychologically.

Merry Price

Symmetry Symmetry also means methodical beauty.

There are two types of symmetric design, namely absolute symmetry and relative symmetry. Side, shape, colour and quantitative symmetry are called absolute symmetry; while the technique used in interior design is known as relative symmetry. Symmetry gives the feeling of order, class, neatness and harmony.

Continuity

116

Future sofa

Tone

Simplicity

Tone is an important factor in design.

Different colours can create different visual senses. For example, red, orange and yellow are strong and warm colours; green and blue project calm feelings, and are also known as cool colours. In interior design, colour compositions can be summarised as “colour hues, colour tones, related colours and contrasting colours”. It can be used flexibly according to different environments.

Simplicity is very much encouraged in interior design. It is also one of popular trends in the recent years. This requires no fancy indoor environment and extra decorations. It minimises interior decoration, and follows the principle of “less is more, simplicity is rich”.

Generally, designers ignore the use of continuity in design. In particular, if objects flow in the same direction regularly, it is known as continuity. This extended approach is used in space to gain a sense of expansion or guidance. It can even emphasise one’s impression of a particular scene.

2012全球家具展

WORLD FURNITURE TRADE FAIR 2012

International

Asia MARCH 2012 7-11 March 2012 EXPORT FURNITURE EXHIBITON MALAYSIA (EFE) www.efe.net.my 9-12 March 2012 INTERNATIONAL FURNITURE FAIR SINGAPORE 2012/29th ASEAN Furniture Show (IFFS/AFS 2012) www.iffs.com.sg

11-14 March 2012 IFFINA 2012. International Furniture & Craft Fair Indonesia Jakarta, Indonesia 14-18 March 2012 THAILAND INTERNATIONAL FURNITURE FAIR 2012 (TIFF 2012) www.thailandfurniturefair.com, www.thaitradefair.com 19-22 March 2012 SIFE Shenzhen 2012. Shenzhen International Furniture Exhibition Shenzhen, China 11-14 March 2012 VIETNAM INTERNATIONAL FURNITURE & HOME ACCESSORIES FAIR 2012 www.vifafair.com 18-21 March 2012 29th CHINA INTERNATIONAL FURNITURE FAIR (GUANGZHOU)HOME FURNITURE 第二十九届中国广州国际家具博览会 （民用家具展） www.ciff-gz.com/cn

APRIL 2012 13-15 April 2012 CHINA SHANGHAI INTERNATIONAL FURNITURE EXHIBITION 2012 2012 中国上海国际家具展览会 www.furnitureshanghai.com

JANUARY 2012 16-22 January 2012 IMM COLOGNE 德国科隆家具灯具展 THE INTERNATIONAL FURNISHING SHOW www.imm-cologne.com German

14-17 Jan TCHFM 2012. The Canadian Home Furnishing Market Toronto,Canada 20-24 January 2012 MEUBLE PARIS 2012 www.meuble-paris.net Paris 22-25 January 2012 INTERIORS 2012 www.intriorsbirmingham.com Birmingham

FEBRUARY 2012 1 January- 04 February 2012 IMOB 2012, ISTANBUL FURNITURE FAIR www.ite-imob.com Turkey 1 - 3 February 2012 AUSTRALIAN INTERNATIONAL FURNITURE FAIR www.aiff.net.au Sydney 7-11 February 2012 STOCKHOLM FURNITURE & LIGHT FAIR 瑞典斯德哥尔摩家具展 www.stockholmfurniturelightfair.se/ Sweden

17-22 April 2012 Salone Internazionale del Mobile 意大利米兰国际家具展 www.cosmit.it Milan (Italy – Europe) 24-27 April, 2012 EEM/Euroexpofurniture 2012 www.mvk.ru/exhibitions.aspx Russian Federation, Moscow

MAY 2012 6-9 May 2012 FURNIDEX ARABIA 2012 International Exhibition for Furniture, Furnishings & Decor www.acexpos.com Saudi Arabia, Jeddah

JUN 2012 4-7 Jun Top Móvel 2012. Furniture exhibition Fortaleza, CE, Brazil

JULY 2012 19-22 July 2012 FURNITEX www.furnitex.com.au Australia, Melbourne July 30 - August 3, 2012 Summer 2012 Las Vegas Market 美国拉斯维加斯国际家具展 Summer Market- Furniture Show & Decorative Accessories Market www.lasvegasmarket.com

SEPTEMBER 2012 19- 13 September 2012 Moldexpo 2012 International Specialized Exhibition “FURNITURE” www.en.furniture.moldexpo.md/

APRIL 2012 18-21 Apr FIMM Feria Internacional del Mueble de Madrid 2012.

International Furniture Fair Madrid , Spain

NOVEMBER 2012 19 - 22 November 2012 INDEX DUBAI 2012 迪拜国际家具和室内装饰博览会 www.indexexhibition.com/

关注自然环境 了解绿色家具

Concern for the environment, Green Furniture

环保家具是指那些立足于生态产业的基础上，合理开 发、利用自然材料生产出来且能够满足使用者特定需 求，有益于使用者健康......

118

Green furniture is based on sustainable resource development and the use of natural materials to meet user needs and promote healthy lifestyles…

环保家具是指那些立足于生态产业的基础上，合理开发、利用自然材料 生产出来且能够满足使用者特定需求，有益于使用者健康，并且具有极 高文化底蕴和科技含量的家具。其中包含几层含义：一是家具本身无污 染、无毒害；二是要具有较高艺术内涵和审美功能，与室内设计相呼 应，创造一个和谐优美的居家办公环境；三是便于回收、处理、再利 用，当家具不再使用进行处理时，不会对环境造成污染。

Green furniture is based on sustainable resource development and the use of natural materials to meet user needs and promote healthy lifestyles. They are furniture produced with advanced technology. Firstly, the furniture does not pollute the environment. They have high artistic values and aesthetic features, which complement interior design to create a harmonious and beautiful home or office environment. Thirdly, it can be recycled, processed and reused easily.

设计原则 The Principles of Design

减量 Reduce

再使用 Reuse

回收再利用 Recycle

即减少产品的体积和用料，减少产品制造和使 用时的能源消耗，免掉不必要的功能。

设计成容易修护、可再次或重复使用、可以部 分更替的产品。

考虑到减少回收成本，尽量避免不相同的原料 复合使用，以利于今后的分类处理。

This involves the reduction of furniture size and materials. It also means to reduce manufacturing time, energy consumption and the production processes required.

This refers to furniture being designed to be easily repaired, reused or replaced with spares for worn-out parts.

The main focus is to reduce cost, while avoiding the use of the same composite materials to facilitate waste management.

119

设计是环保家具的关键，环保家具在设计之初就要考虑到它的回收和再利用等方面。其中一个广为国际设计师接受的守则是： Design is the key to green furniture, while its recycling and reusability should be put into the consideration since the beginning. Among the principles international designers accept are:

环保家具主要有三类 Three types of Green Furniture 第一类是以原木为主的木制家具，这类是外表保持原有木材颜 色，不加任何油漆工艺和人工装饰材料覆面和封边，仅用天然 蜡加以抛光的天然木制家具。这种家具既保持了天然色泽，又 富于田园气息，因而颇受欢迎。据预测，天然木家具的再次受 宠，将会冲击到塑料贴面板、华丽板、宝丽板和美柚薄木覆面 板的家具市场。

The first is wood-based furniture, which keeps its natural colour without any painting, decoration and sealing. It only needs natural wax to keep it polished. This type of furniture is popular among consumers and it is expected that natural wooden furniture will continue to be in style, affecting plastic furniture and ornate panels.

Delux

Delux

第二类是天然材质拼的地毯和地板。那种不利于环保的化纤地 毯和塑料地板逐步会被淘汰，而纯羊毛纺织的或用碎布拼成的 地毯，木、竹地板等，市场走势看好。

The second type is carpets and floors made from natural material. The industry is optimistic towards carpets of pure wool and textile, wooden and bamboo floors as it is believed that items that are not conducive to the environment will be eliminated soon.

第三类是充满自然风味的藤器和竹器。

The third type is rattan and bamboo products.

120

Merry Price

biznet

Alfo Group Alfo Chong

KLS0228

Mr. Khoo Yeow Chong

+6012-212 7933

+603-7846 4397 / 7845 2525

+603-9221 0933

+603-7846 4439 / 7845 9045

alfochong@alfo.com.my

master@dynamic-brand.com

KLS0006

Looking for Business Opportunities:

Looking for Business Opportunities:

Save Electricity Save $$$ Contact us to save electricity up to 90% for your factories, offices and houses by using Green, Efficient lighting products.

寻求合作伙伴，代理马来西亚沙发品牌，共创商机。

Elestar Sdn.Bhd

Bagus Curtain Sdn.Bhd

Ms. Ng Mooi Fong

KLS0217

David Tew

+603- 6275 2222 / 6272 1329

+603-5621 4150

+603-6275 6773

+603-5621 4160

curtains@baagus.com

elestars@streamyx.com

KLS0138

Looking for Business Opportunities:

Looking for Business Opportunities:

Business partner, Franchisee, Agent etc.

Free continuous filament 100% polyester thread for testing.

Caccina Sofa Manufacturer (M) Sdn. Bhd

KLS0216

Eukenco Furniture Trading Sdn.Bhd

Ms. Lim Boon Yen

+6012-3392 665

+603-6156 7888

+603-8068 2998

+603-6156 5107

catherine@caccina.com.my

yen@enkenco.com

Catherine Yong

Looking for Business Opportunities:

Looking for Business Opportunities:

To open India sofa market, looking for partners.

To explore oversea market on living hall series.

CG Innovation Sdn.Bhd

KLS0347

Mr. Foo Kam Ming

+603-7886 3076

+603-6157 5585

+603-7803 5486

+603-6157 5603

cgbob@yahoo.com / davinchoo@hotmail.com

foobee@tm.net.my

Davin Choo

KLS0009

Foo Bee Natural Wood Products Sdn.Bhd

商 机

KLS0076

Looking for Business Opportunities:

Looking for Business Opportunities:

Carpentry & joinery. Interior Fit-Okt specialist for hotels and service apartments.

For all interior designers and renovation contractors: we specialized in supplying carpentry materials e.g fancy plywood, recon plywood, veneer products etc.

121

Dynamic Furniture Industries (M) Sdn.Bhd

biznet 商 机

Good Foam Industries Sdn.Bhd

KLS0269

Inovar Resources Sdn.Bhd

KLS0400

Ms. Teng

+6012-383 2708

+603-7785 1266

+603-3259 3788

+603-7785 3266

goodfoam@yahoo.com

info@inovarfloor.com

林荣强

Looking for Business Opportunities:

Looking for Business Opportunities:

备有各类防火、高回弹、慢回弹、再生爆破、环保海绵 供顾客选择。

Looking to supply and lay laminate flooring in and outside Malaysia. Countries includes Taiwan, Singapore, Vietnam, Thailand, India, Brunei & Australia.

Hermann Living Sdn.Bhd

KLS0318

Jukraf Sdn.Bhd

Nelson Tan

+603-6259 4491

+603-7847 3229

+603-6259 4492

+603-7859 1662

info@hermannliving.com

info@jukraf.com

Erick Soo

Looking for Business Opportunities:

Looking for Business Opportunities:

Looking for new partners for create business opportunities into furniture design & interior design for both local & international market.

Looking for new business opportunities.

Hin Lim Furniture Manufacturer Sdn.Bhd

Thomas Lim

KLS0368

Kinheng Furniture Sdn.Bhd

Mr. Desmond Lee

+6012-484 7228

+603-6157 1223

+604-583 1393

+603-6156 4905

Thomas@hinlim.com

admin@kinhengfurniture.com

KLS0024

Looking for Business Opportunities:

Looking for Business Opportunities:

Looking for new partners for create business opportunities.

Looking for new partners and create business opportunities.

Hup Chong Furniture Sdn.Bhd

KLS0256

My Kitchen Design

May Chan

+603-3291 4232

+6012-322 6571

+603-3291 4231

+603-6021 2130

Alison@hupchongfurniture.com

mykitchen1997@gmail.com

Looking for Business Opportunities:

Looking for Business Opportunities:

Ms. Alison Too

To export bedroom furniture to Australia, New Zealand, United Kingdom, India, China, and Russia. Looking for interested buyers (Importers, wholesalers and Retailers) to create business opportunities.

122

KLS0068

1-Stop Furniture. Free design & consultation.

KLS0393

biznet

Ngan Hong Marketing Sdn.Bhd

KLS0380

Syncoates (M) Sdn.Bhd

KLS0237

Alex Lim

+603-6092 8830

+603-6156 7022

+603-6092 0830

+603-6156 1733

nganhongmarkeing@gmail.com

syncoat@po.jaring.my / cheeboon@syncoat.com.my

Mr. See Chee Boon

Looking for Business Opportunities:

Looking for Business Opportunities:

如有任何有关螺丝的问题，我们都会尽力为您解答。

To explore more business partners by recommending suitable and developing better coating materials.

Perniagaan LSL Lye Sen Long

Winsco Design & Decor Sdn.Bhd

KLS0338

Ong Kian Hong +6019- 3373 023 +603-6034 4920

+6012-206 3456

+603-6140 2079

lslwood@hotmail.com

ongkianhong@yahoo.com www.rowentakitchen.com.my

Looking for Business Opportunities:

Looking for Business Opportunities:

木材待出售，寻求工作伙伴，共创商机。

Specialize in manufacture kitchen cabinet and wardrobe, especially classic design, looking for export opportunity.

Promptcon Enterprise Sdn.Bhd

Ms. Gan

KLS0246

KLS0058

Wood-Kare (M) Sdn.Bhd

Belinda Ho

+603-3134 2212/2282

+603-8922 3288

+603-3134 2937

+603-8922 1488

promptcon_account@yahoo.com

enquiry@offer.com.my

KLS0105

Looking for Business Opportunities:

Looking for Business Opportunities:

Seeking business opportunities to develop living and dining product market in Australia and Middle East.

Wood-Kare waterbased coloured wiping stain for furniture and all other wood surface. It is environment-friendly and low VOC.

Yu Fong Glass Trading Sdn.Bhd

Regent Furniture Export Consortium Sdn.Bhd

KLS0327

KLS0074

Ms. Ng

+6012-217 9112

+603-6156 1958

+603-3250 2269

+603-6156 1957

qingfeng@regentfurniture.com.my

yf1957@streamyx.com / rex_ncm88@hotmail.com

Lee Qing Feng

Looking for Business Opportunities:

Looking for Business Opportunities:

Subang factory to rent with total sqft of 45,000.

提供玻璃加工服务给家具业者、铝业以及建筑业等。

123

商 机

隆雪家具企业商会 会员的10大好处 Advantages of KLSFEA Membership

01

02

04

05

建立优质的内销平台 Privileged Opportunities to Access Local Market through MF3

提供市场脉动与资讯 Provide Informative and the Latest Furniture Market Information

07

08

09

与政府沟通的桥梁 Bridging Links between the Furniture Industry & Government Bodies

打造本地家具行业的 国际形象与品牌 Branding Malaysia’s Furniture at International Markets

拓展商务网络 Widest Business Network

10 124

团结与关怀 Solidarity and Care for the Community

完善的会员服务 Comprehensive Member Services

提升家具业者知识与技术 Organised Trainings to Enhance Furniture Industry Skills and Knowledge

03

开拓海外市场 Creating Business Opportunities for International Markets

06

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The Kuala Lumpur & Selangor Furniture Entrepreneur Association Com.Reg. No.863 吉 隆 坡 暨 雪 兰 莪 家 具 企 业 商 会

No.37-A, B&C, Jalan Kati/E, Seksyen U19, Taman Medan Mas, Kampung Baru Seri Sungai Buloh, 40160 Shah Alam, Selangor D.E Malaysia.

Tel: +603- 6140 1202 Fax: +603- 6156 0946 Email: secretariat@klsfea.org.my Website: www.klsfea.org.my

LIFE MEMBERSHIP APPLICATION 会员申请表格 NORMAL MEMBER 一般会员

ASSOCIATE MEMBER 附属会员

A. COMPANY DETAILS ( 公司资料 ) Company Name: Brand Name （品牌名称）：

Chinese （中文）: Address:

Postcode: Business Registration No:

Date of establishment of company:

No. of Malaysian Staff:

No. of Foreign Worker:

Tel No:

Name of owner of Director （公司持有者或董事）：

Fax No:

(i)

:

（中文）

:

(ii)

:

（中文）

:

(iii)

:

（中文）

:

Nature of Business: （营业性质）

Manufacturer （制作商）

Related Raw Materials Suppliers （原料供应商）

Exporter （出口商）

Domestic Retailer （国内零售商）

Dining Set （厨房家具） Types of Furniture: （家具种类）

Export Countries: （出口国家）

Website:

E-mail:

Trader / Wholesaler （贸易/批发商） Sofa Set （沙发）

Bedroom Set （ 房家具）

Office Furniture （办公室家具）

Upholstered （软垫）

Outdoor Furniture （户外家具）

Component Parts （组装家具）

Kitchen Cabinet and Wardrobe（橱柜）

Others （其它） please specify:

1.

3.

2.

4.

B. COMPANY REPRESENTATIVES TO THE ASSOCIATION（公司代表） Name of Authorized Representative: Mr/Madam/Ms Chinese （中文）： Position :

(remark: Must be Director, MD or CEO)

I/C: Mobile NO :

E-mail :

C. OTHERS（其它） Method of communication via （通讯方式） Preferred Language for Communication Purpose （沟通语言）

Fax

E-mail

SMS:

Written（书写）：

English

Chinese

Verbal （语言）：

English

Chinese

How do you know KLSFEA （如何认识隆雪家具企业商会）

Magazine

Newspaper

Others:

Committee – Member Name:

Membership-Referral （会员介绍人）

Walk in :

Others:

D. FEE （会员费） i) ii) iii)

Please submit a copy of Company Business License & Company Profile.

Menbership fee will be refunded in full if the application is not accepted by KLSFEA committee members.

Cheque should be made payable to: “The Kuala Lumpur & Selangor Furniture Entrepreneur Association” or bank-in to A/C no.: RHB 212 303 000 430 64 (Please fax us the bank-in slip for account filing purpose)

We, the undersigned hereby submit the application for the admission for Life Member (by Company) in your Association and agree to abide by the Rules and Constitutions of the Association and any resolution fully resolved by the Association. and, further agree that the Association shall reserve its rights to reject my application without any reason stated.

We hereby declare the above information is true to the best of my knowledge. Enclosed herewith is a cheque for the amount of RM2000.00* (Two Thousand Only) being life member fees. Cheque details as below *Revised membership fee is effective from 18/10/2011

Cheque-Remark

Date

Place

Cheque No.

Bank Company Chop:

Signature:

Date:

FOR OFFICE USE ONLY Batch# : Date:

President:

Receipt No:

Secretary General: Name

Membership No.

Proposer Seconder Membership No.:

Process By:

Date

隆雪家具 专业期刊 KLSFEA MAGAZINE

• 提高品牌知名度 • 扩大事业蓝图 • 建立营销网络 • 制造无限商机 Develop, expand, create & build a massively successful business internationally

www.klsfea.org.my

欲刊登广告，请联络 For Advertising Enquiry

2

Ms.Candace +603-6140 1202 Candace@klsfea.org.my

The Kuala Lumpur & Selangor Furniture Entrepreneur Association 吉隆坡暨雪兰莪家具企业商会 No.37-A, B&C, Jalan Kati/E, Seksyen U19, Taman Medan Mas, Kampung Baru Seri Sungai Buloh, 40160 Shah Alam, Selangor D.E Malaysia.

Tel: +603-6140 1202 Fax: +603-6156 0946 Email: secretariat@klsfea.org.my

A E

F S

K

L

免费订阅表 《隆雪家具》专业期刊专为会员而出版，提供丰富市场资讯，提高行业形象及营业额。 家具期刊将分发给政府部门、代表性的社团、各州会友、家具同业们及各国马来西亚 对外贸易发展机构。 -

申请赠阅需完整填写下表（可复印），并传真至+603- 6156 0946 所有申请须经出版人审批，赠完为止。 所订阅杂志将以快递方式寄送，邮资由读者自付。 相关查询请联络本会秘书处。

读者资料 企业名称

邮编

通讯地址

传真

企业电话 企业负责人

姓名：

职务：

手机：

收件人

姓名：

职务：

手机：

电子邮箱 互联网址 所属行业

木工机械

经营类型

制造商

家具五金 经销商

家具材料 进出口商

家具

木制品

其他

其他

读者附言

（企业盖章处）

日期：

年

月

The Kuala Lumpur & Selangor Furniture Entrepreneur Association 吉 隆 坡 暨 雪 兰 莪 家 具 企 业 商 会

日

No.37-A, B&C, Jalan Kati/E, Seksyen U19, Taman Medan Mas, Kampung Baru Seri Sungai Buloh, 40160 Shah Alam, Selangor D.E Malaysia.

Tel: +603- 6140 1202 Fax: +603- 6156 0946 Email: secretariat@klsfea.org.my Website: www.klsfea.org.my

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