Market Brief : Penetrasi Pasar Furniture di Malaysia

1. Market Brief :PenetrasiPasar Furniture di Malaysia ATASE PERDAGANGAN KBRI KUALA LUMPUR 2011

2. Peta Malaysia

3. Daftar Isi: Peta Negara Malaysia DaftarIsi KataPengantar 5 I. Pendahuluan7 II. PotensiPasar Negara Malaysia a. DeskripsiProduk 9 b. IndustriFurniturdi Malaysia 10 c. ImporFurnitur Malaysia dariDunia 11 d. Top 10 Malaysia Furniture Export Destination 2009 12 e. Top 10 Malaysia Furniture Export Destination 2010 13 f. Malaysia: Export Furniture by Type 2009 14 g. Malaysia: Export Furniture by Type 2010 15 h. Malaysia Furniture Export 2001 – 2010 16 i. Malaysia Major Export Markets by Products 17 III. PeluangdanStrategi a. FaktaPerdagangan 19 b. Kebijakan 20 c. National Timber Industry Policy 21 d. Rekomendasi 24 Halaman

4. Daftar Isi: IV.InformasiPenting a. PameranTerkait 27 b. DaftarAsosiasiTerkait 28 c. DaftarImportir 29 Halaman

5. Kata Pengantar Industri furniture Malaysia berasaldariindustrirumahan yang sederhana yang kiniberubahmenjadiindustriberbasisekspordengannilailebihdari RM 3.8 milyar. Tahapperkembanganberikutindustriiniadalahberubahdaripertumbuhanberdasarperluasan volume, menjadi focus kepadastrategipenambahannilai. Saatiniindustriinitelahberkembangmenjadiindustribesardanmemilikikontribusi yang signifikankepadasektorekspor-impor Malaysia. Kuala Lumpur, April 2011 AtasePerdagangan Kuala Lumpur

6. PENDAHULUAN

7. INDUSTRI FURNITURE DI MALAYSIA Industri furniture Malaysia dimulaidaridariindustritradisionalrumahan yang hanyamemilikinilaieksporsebesar RM 25 jutapertahunpadatahun 2980-an hinggamenjadiindustriberorientasiekspordengansebesar 90% produknyadiekporkepasarandunia. Malaysia merupakaneksporter furniture terbesarkesembilandiduniapadatahun 2010 denganeksporkelebihdari 160 negara. Padatahun 2010 ekspor furniture kayubernilai RM 6.5 milyardanmemilikitujuanutamaeksporkenegaraAmerikaSerikat, Jepanddan Australia. Produk-produk furniture yang dieksporantara lain adalah furniture untukdapur, ruangtidur, perabotandengankerangkakayudenganlebihdari 80% terbuatdarirubberwood, yang lebihseringdikenaldengan “Malaysian Oak”. Selainnegara-negaratersebutdiatas, furniturasal Malaysia jugatelahmengaksespasardiSelandiabaru, Amerika Selatan, Timur Tengah, AfrikadanRusia.

8. POTENSI PASAR MALAYSIA

9. DeskripsiProduk ProdukFurniturmerupakansalahsatuprodukeksporutama Indonesia. Adapunproduk yang diperdagangkanadalahprodukdenganKode HS 94.03 (Other furniture and parts thereof)

10. IndustriFurniturdi Malaysia Tersedianyabahanmentah yang melimpah, sebagianbesaradalah Malaysian Oak (HeveaBrasiliensis) Manajemensumberdayaalam Tenagakerja yang terdidikdanahli Investasidalam Research & Development dalamteknikdanperlengkapanproduksi Insentifdankebijakanpemerintah yang sesuai

11. ImporFurnitur Malaysia dariDunia (US$) Sumber : Department of Statistic Malaysia

17. Malaysia Major Export Market by Products

18. Peluang & Strategi

19. FaktaPerdagangan: Produkfurnitur Indonesia memilikipasarekspordiAmerikaSerikat (26,8%), Jepang (10,9%), Prancis (9,8%), Inggris (8,8%), Belanda (5,9%), Jerman (4,9%), Belgia (4,1%), dan Italia (2,4%). Australia merupakantujuaneksporpadaurutankedelapandengankonstribusi 2,9% juga Malaysia diposisikesepuluhdengankontribusinilai 2,2% dari total ekspor Terdapatlebihdari 1800 perusahaanmanufaktur furniture dan mills yang terlibatdalamprosesekspormanufakturkhususeksporberadadipesisirselatansemenanjung Malaysia. Perusahaan-perusahaan yang bergerakdibidangmanufaktur furniture beradadinegarabagian Johor, Selangor, Perak, Penang, Melaka dan Kuala Lumpur.

20. Kebijakan: National Timber Industry Policy (NATIP) adalahpanduandasarbagipengembanganindustritimber di Malaysia. Arahkebijakandalam NAIP menetapkanarahbagi sustainable development dalam industry timber padatahun 2015 danpada 2020 untukmencapai target pendapataneksporsebesar RM 53 milyar. Sertifikasi Forest Stewardship Council (FSC) adalahsistemsertifikasi yang menyediakaninformasiberstandarinternasional, kepastian trademark danservisakreditasikepadaperusahaan, organisasidankomunitas yang terlibatdalamkegiatanpengolahahankehutanan. FSC merupakansatu-satunyasistemsertifikasikehutanan yang didukungolehseluruhgruplingkunganbesar. Negara sepertiAmerikaSerikatdanAustraliahanyamenerimasertifikat FSC.

21. NATIONAL TIMBER INDUSTRY POLICY (NATIP) shift the focus of the timber industry from upstream activities to higher value-added downstream activities. Export earnings from the downstream wood products are targeted at 60 percent and 40 percent from primary activities; raw materials to be managed in a sustainable manner in compliance with the domestic laws and regulations; the FPP is to be enhanced in order to ensure thet there is a sustainable and sufficient supply of raw materials for the timber industry in the long term; supplementing the requirement of timber-based industries through imports of timber and maximising the use of available timber resources;

22. NATIP (Cont’d) the supply of logs to the domestic market is to be given priority in order to ensure that there is adequate supply of logs for the local manufacturers producing timber products; encourage the timber industry to use alternative materials such as biomass, biocomposite, Kenaf, orchard and landscaping timber to be utilised by the timber industry; the industry should maximise the use of wood residues from the forest as well as from the activities of the timber industry; emphasis will be given for downstream activities located in the various economic development corridors to increase and accelerate the promotion of downstream activities; greater emphasis to be given to HRD, R&D, acquiring state of the art technologies, design and development, branding and ODM;

23. NATIP (Cont’d) promoting global recognition of MTCC certification of tropical timber; formulating government policies to mandate the use of certified quality timber that are from legal and sustainable sources of timber in the government projects; encouraging the consolidation of SME in the timber industry; and establishing and enhancing supporting services such as the establishment of Material City, manufacturing support services and Home Ideas Centre.

24. Rekomendasi: PeningkatankualitasbahanbakudengandisertaiSistemVerifikasiLegalitasKayu (SVLK) bagiindustrikayugunamenekanaksiperdagangankayuilegal. Peningkatankreatifitasdesain, dimanahalinidikarenakankebutuhanakanfurniture selaluberkembangbaiksecarakuantitas, kualitas, maupundarisegidesaindiseluruhdunia. Idedesainkreatif (inovatif) harusterusdikembangkankarena furniture kayutidaksemata-matasebagaiperabotfungsional, melainkanjugasebagaikomoditas yang memilkiprestisedanmendukun

25. Rekomendasi: Pembangunan Brand Produk. Hal inidikarenakandiIndonesia belumadamerekproduk furniture kayu yang bisaberdirisejajardenganIKEA, Vivere, Da Vinci, Index, ataumerk-merk lain yang sudahmendunia. Produkindustri furniture Indonesia barudikenalsebataspadakemampuan manufacture ataukemampuanproduksisaja (tangible asset and ability). Untukitu Indonesia perlumembangunsebuah Brand Produk (Brand Building) yang mampumengangkatnamaproduk-produk furniture kayudari Indonesia.

26. InformasiPenting

27. Pameran Terkait : Malaysia International FurnitureFair MIFF SdnBhd         No. 99-1, Villa ShoplexPuduImpian III, JalanPuduUlu,Cheras 56100 Kuala Lumpur, Malaysia Tel: +603 9282 2888         Fax: +603 9286 1551 Email :info@miff.com.my Website : www.miff.com.my Malaysia Furniture & Furnishing Fair Malaysia Furniture & Furnishing Fair SdnBhd 37 A-C, Jalan Kati/E, Seksyen U19, Taman Medan Mas, Kg Baru Seri SgBuloh, 40160 Shah Alam, Selangor. Tel: 03-6140 1202 Fax: 03-6156 0946 Email: enquiry@mf3.my Website: www.mf3.com.my

28. Daftar AsosiasiTerkait: MALAYSIAN FURNITURE PROMOTION COUNCIL 5th Floor BangunanGetahAsli (Menara), 148 JalanAmpang, 50450 Kuala Lumpur, Tel: 603-21711133 Fax: 603-21711166 Email: council@mfpc.com.my MALAYSIA FURNITURE ENTREPRENEUR ASSOCIATION 109-1, Jalan USJ 21/10, 47630 UEP Subang Jaya, Selangor,Malaysia.Tel: 603-80230655     Fax: 603-80230677 Email: info@mfea.org.my Website: www.mfea.org.my

29. Daftar Importir: Benel Office Chair Product: Furniture, Polyurethane, Rubber Products Address: PLO 25 JalanPerindustrian 4 KawasanPerindustrianPontian 82000 Johor DarulTakzim Annual Sales: RM 25,000,000 Phone: +60 7 686 1118 Fax: +60 7 686 2299 Contact: Mr. TeoBeng Ngo Website: www.benel.com.my Berjaya BandartexSdnBhd Product: Finishing of textile, Garment, Knitting Mill Address: 583, 3ed Milestone, JalanKluang 83000 Johor Anuual Sales: RM 45,000,000 Phone: +60 6 431 3303Fax: +60 6 431 0288 Contact: MrSim Ka Choon Email: btex@po.jaring.my Brunsfield Industries SdnBhd Product: Wooden Garden Furniture Address: Brunsfield Centre, No. 8 Jalan Wan Kadir 4 off JalanDamansara Taman Tun Dr Ismail 60000 Phone: +60 3 772 69898Fax: +603 772 68998 Contact: Mr Chong Kee HongEmail: bgoc@po.jaring.my Annual Sales: RM 2,000,000

30. Coco Industry SdnBhd Product: Mattress, Seat Padding, Fibre Board Address: 4823 MakMandin Industrial Estate 13400 Butterworth Penang Phone: +604 323 3688Fax: +604331 3102 Contact: Mr. KhooSooTengEmail: cocoind@streamyx.com Annual Sales: RM 7,200,000 • Comfort Furniture SdnBhd Product: Bedroom suite set, Dining set, Living room set Address: :Lot 777, KampungTenangBatu 15 ½ JlnSg. Tiram 81800 Johor Phone: +607 861 5178Fax: +607861 5176 Contact: Mr. Chew Kea Koon Email: comfurn@streamyx.com Annual Sales: RM 10,000,000 • Décor Trend Industries Sdn Bhd. Product: Book Shelf, Computer Table, MDF Products Address: Lot 2942 JalanEnggangKampungBatu 9, KebunBaru, Selangor Phone: +603 312 22491Fax: +603312 29287 Contact: Mr. Chin EuWai Email: marketing@decortrend.com Annual Sales: RM 50,000,000

31. 233, TunRazak Kuala Lumpur 50400 M A L A Y S I A Phone: + 60321164067 Fax : + 603 21448407 Email : atdag.kbrikl@gmail.com TerimaKasih AtasePerdagangan KBRI Kuala Lumpur Malaysia