Anji County, Zhejiang Province is the hometown of China’s chair industry. The Anji chair industry has developed for nearly 40 years. Statistics show that in 2019, the total number of Anji furniture enterprises exceeds 700, achieving sales revenue of 40.5 billion yuan, and the cumulative export of 19.036 billion yuan. One statement is that every three chairs in China are from Anji; each exit and two chairs, one also comes from Anji. The Anji chair industry’s reputation for a long time, but the reputation has been limited to the industrial circle for a long time. Some time ago, because of an e -sports chair, the Anji chair industry accidentally “broke the circle”. On November 7, the Chinese team EDG successfully won the championship in the League of Legends S11 Global Finals. Domestic gamers are jubilant. This year, the e -sports chair has become a full -scale model on the entire network during the “Double 11” period. During the same period of previous years. At the same time, the performance of the e -sports chairs produced by Anji in overseas markets has become one of the fastest export growth rates this year. “Last year, our overseas brand first entered the first 10 in the sales list of the Amazon gaming chair in the United States. This year’s ranking has further increased, and now it is the sixth place.” Dong told reporters. As of December, the total export of enterprises this year has exceeded 300 million yuan. In the early years of Montbase, Montbase started from the foundry. In early 2016, it was involved in the cross -border e -commerce field. The export business was well done. Although it hit the new crown epidemic last year, the economic boom and home office needs of the epidemic caused by the epidemic situation allowed enterprises to achieve adversity growth. Among them, the export growth of the e -sports chair was particularly obvious. Xue Dong recalled that around 2013, the prototype of the gaming chair appeared in Anji industry: “At that time, we controlled this chair called” racing chair “, and the shape design imitated the barrel seat of the car and sports car. Cool. “The racing chair did not have too much water in the market, but soon, the domestic e -sports industry ushered in development opportunities. Based on March 2013, the State Sports General Administration decided to form an e -sports national team as a sign. The concept of “e -sports” gradually became popular and popular in the youth groups. At the same time, the competitive online game represented by “League of Legends” has become popular in the country, making Anji bosses with a keen sense of smell see business opportunities -the concept of e -sports concept ” “E -sports chair” came into being. Xue Dong said with a smile that to some extent, it can indeed be considered that Anji’s chair owners have “invent” the gaming chair. Due to the highly transparent interior of the industry, the local chair companies in Anji soon started to test water to produce such fashionable new products. Taking Anji as the source, colleagues in Guangdong, Henan and other places have also followed the imitation, and the gaming chair is gradually becoming a separate furniture category. More than 80%of Anji chairs are exported, and Anji’s e -sports chairs are quickly occupied in overseas markets. The European and American and Southeast Asian markets have a good response. In contrast, the domestic e -sports chair market, in recent years, the brand has established it, ranging from hundreds of yuan to tens of thousands of yuan, and the quality is different. As the gaming chair gradually becomes the “standard” of gamers, the low -end positioning e -sports chairs have become the hardest hit areas of the price war. Anji Poetry Furniture Co., Ltd. has produced e -sports chairs since 2016. It mainly exports business. For this wave of market markets, chairman Zhang Huiqi sees it, but now he chose to wait and see: “Walking e -commerce platforms The probability will be forced to be involved in the vortex of the price war. “The Anji chair industry has a consensus, and there is not much room for e -sports chairs to expand. Facing the global high -end market, no matter whether it is development capabilities or brand influence, Anji enterprises, which are mainly cost -effective, are not enough; if they enter the low -end market, they can only continue to lower their profits and participate in price warfare. The export business of Anji E -sports chairs also had hidden concerns. Since last year, the prices of commodities and sea transportation have risen again and again, which has repeatedly reduced the profit margin of foreign trade enterprises; international shipping has not returned to normal, and a box of containers is difficult to find, resulting in a sharp increase in corporate inventory risks. In summary, the economic market derived from the epidemic is nearly ending. After the hustle and bustle, it may be another round of shuffling. “Pharmaceutical” may still be found in the domestic market. Statistics show that the size of Chinese e -sports users has reached 500 million in 2020. Some institutions predict that the e -sports market will exceed 180 billion yuan in 2021 and will exceed 215.66 billion yuan in 2022. The huge market volume is brought about by the imagination of e -sports chairs and related e -sports extension industries. Xue Dong has begun to act. His enterprises have begun to pay more attention to the domestic market, facing the application scenarios such as e -sports hotels, e -sports experience halls, etc., and have developed higher -end and more professional products in a targeted manner. Xue Dong also invested in an e -sports team this year, hoping to use this as a stepping stalls and participate in the domestic e -sports field in depth. For this investment, Xue Dong believes that it cannot be regarded as “cross -border”. In his opinion, e -sports chairs are not furniture, but e -sports equipment: “Just like keyboard mouse, our chair is already a part of the e -sports industry.”
Editor -in -chief: Kong Lingjun Text Editor: Kong Lingjun Title Picture Source: IC Photo Data Map Picture Editor: Xiang Jianying
Source: Author: Yu Lingyu Bin