前言 Preface
泛家居产业通常是指与居家生活紧密关联的生产制造和服务行业，包括建材、门窗、卫浴、橱柜、家具、饰品、灯具、家电、家居用品及相关服务等。
The Pan-Household industry usually refers to the manufacturing and service industries that are closely related to home life, including building materials, doors and windows, sanitary ware, cabinets, furniture, accessories, lamps and lanterns, home appliances, home furnishings and related services.
相知无远近，万里尚为邻。中国是非洲国家最主要的贸易伙伴，在“一带一路”的倡议下，中非合作硕果累累。非洲的众多基建项目与中国制造的五金、灯饰、建材、卫浴、家电等装修和家居产品等“泛家居”息息相关。
China and African countries are close trading partners, and under the Belt and Road Initiative((BRI), China-Africa cooperation has been fruitful.Many infrastructure projects in Africa are closely related to Chinese-made hardware, lighting, building materials, sanitary ware, home appliances and other "Pan-Household" products.
01
泛家居，非洲未来增长型产业
Pan-Household: a Growth Oriented Industry
据统计，到 2050 年，地球上预计将增加 24 亿人口，其中13亿人预计出生在非洲。随着非洲经济的发展，非洲大陆凭借丰富的资源、快速增长的人口红利为国内企业提供了广泛发展空间。
By 2050, 2.4 billion more people are expected on the planet out of which 1.3 billion are expected to be born in Africa. Africa’s rapidly growing urban population and their spending capacity, along with the growing economy are the primary reasons why business is enjoying the best time.
图源：
像尼日利亚、肯尼亚、南非等地区均处于工业化和城镇化快速发展阶段，越来越多的人从农村迁移到城市，以寻求更好的医疗设施、教育、卫生和就业机会。非洲城镇的人口增加，这自然会产生对房地产的真实的需求，不仅包括兴建住宅，酒店、学校、文化娱乐场所等等都会带动“泛家居”产业的需求。
Regions such as Nigeria, Kenya and South Africa, are at a stage of rapid industrialisation and urbanisation.More and more number of people are moving to cities from villages, in order to seek better medical facilities, education, sanitation and employment opportunities.The population of African cities is increasing, which naturally creates a real demand for real estate.This includes not only the construction of housing, but also hotels, schools, cultural and entertainment venues, and so on.
以家用电器为例，我国电器头部品牌美的、海信、海尔等家电企业纷纷在埃及、阿尔及利亚、南非等国建厂。Statista数据显示，在非洲，2023年家用电器市场的收入预计为613.6亿美元。2023-2028年，预计该市场的复合年增长率将达到7.53%。
Taking household appliances as an example, China's electrical brands Midea, Hisense and Haier have already built factories in Egypt, Algeria, South Africa.In Africa, the household appliances market is expected to generate revenues of $61.36 billion in 2023, according to Statista.The market is expected to grow at a CAGR of 7.53 % from 2023-2028.
图源：hisense.co.za，侵删
而我国广东省拥有先进泛家居产业集群，跟非洲市场商品互补性非常强，借由“一带一路”倡议的契机，中国制造企业能够“走出去”，寻求新的增长点与发展路径，现在进入非洲正逢其时。
China's Guangdong Province has advanced 'Pan-Household' industry clusters, which are highly complementary to the African market.By taking the opportunity of BRI, Chinese manufacturing enterprises can "go out" and seek new growth points and development paths.
02
非洲城市化国家是“泛家居”主要的消费热点
Rapid Urbanisation In Africa Which Have Boosted Demand For The Household
“泛家居”产业像家具、家电等产品是随着收入的增加而发展的行业，因此在非洲，市场还是集中在城市化的国家，比如尼日利亚、南非、埃及、肯尼亚和加纳。
The "Pan-Household" industry, like furniture and appliances, is an industry that grows with income.The market is therefore concentrated in the more urbanised countries such as Nigeria, South Africa, Egypt, Kenya and Ghana.
拉各斯 图源：AWA，侵删
尼日利亚是西非国家，是非洲经济体量最大的国家，人口2.9亿人，有巨大的市场消费能力。虽然国家整体处于经济发展中，人均产值不高，但是由于整体人口众多，贫富差距巨大，导致高端消费能力强，富裕消费群体大。产业定位在高端家具、智能家电、家纺、卫浴五金、灯饰作为提升生活质量和环境的产品市场，在尼日利亚有着广阔的市场。
With the largest economy in Africa and a population of 290 million, Nigeria has a huge market potential for consumption.Although the country as a whole is in the middle of its economic development and has a low per capita output, it has a large group of affluent consumers.Positioned as high-end furniture, smart home appliances, home textiles, sanitary ware, and lighting as products that enhance the quality of life and the environment, there is a vast market for them in Nigeria.
尼日利亚每年都会在阿布贾举办非洲(尼日利亚) 国际家居建材展 Africa International Housing Show (AIHS)
尼日利亚每年都会在阿布贾举办非洲(尼日利亚) 国际家居建材展 Africa International Housing Show (AIHS)
非洲“泛家居”产业另外一个巨大进口市场则是南非。南非是非洲老牌工业化强国，其突出特点是营商环境成熟完善。早在2016年，佛山泛家居品牌产品(南非)展示体验馆就在南非约翰内斯堡落地。包括陶瓷、家具、家电、卫浴、五金、家纺等泛家居类及机械设备类产品品牌企业抱团进驻南非市场。数据显示，2022年，佛山市与南非外贸进出口总额达到247.3亿元，同比增长13%，其中最大主力就是泛家居产业。
Another huge market for "Pan-Household" in Africa is South Africa.South Africa is an industrialised powerhouse in Africa, which is characterised by a sophisticated business environment.Back in 2016, Foshan Household Essentials Exhibition Center opened in Johannesburg, South Africa.Including ceramics, furniture, home appliances, sanitary ware, hardware, home textiles and other products enterprises together into the South African market.The data show that in 2022, the total foreign trade import and export between Foshan City and South Africa reached 24.73 billion yuan, an increase of 13 % year-on-year.
佛山泛家居品牌产品(南非)展示体验馆
03
非洲“泛家居”产业消费特点
Consumption characteristics of "Pan-Household" products in Africa
非洲大多数地区泛家居产业仍处在“大批”模式，主要追求功能使用。环保化节能化将是泛家居产业的侧重点，特别是电器类、照明类产品，对于缺电的缺水的非洲而言更甚。其次，就是本土化，因地制宜量身定制的产品往往是非洲消费者倾向的。
The industry is still in the "batch" mode, mainly pursuing functional use.Because of the lack of electricity in Africa, environmental friendliness and energy efficiency are the focus of products, such as electrical appliances and lighting products.Secondly, there is localisation, with tailor-made products often preferred by African consumers.
市场利弊均有两面性，非洲市场还存在一个隐形挑战。据媒体报道，在今年第134节广交会期间，多位家电外贸人士一致提到，“一带一路”共建国家的货币贬值是中国企业出口面临的重要挑战之一。
There are two sides to the market pros and cons.Reportedly, during the 134th Canton Fair, a number of home appliances exhibitors unanimously mentioned.BRI partner countrie's devaluation is one of the key challenges facing Chinese companies exporting.
第134节广交会第二期现场 the 134 Canton Fair Phase II Site 图源：广交会官方公众号，侵删
第134节广交会第二期现场 the 134 Canton Fair Phase II Site 图源：广交会官方公众号，侵删
格兰仕印度洋市场负责人分享，在过去一年，加纳等西非国家的货币经历了大幅度的贬值。货币贬值带来的是当地客户需求明显转变，他们的消费偏好从多功能集成式家电转向功能定制化、简约化的产品。因为，这样的产品往往性价比更高。在汇率的压力之下，非洲不少客户虽然还是愿意采购，但他们的确会考虑削减部分订单。
货币贬值更快，造成进口成本飙升。同时，通货膨胀也让当地消费者对日常必需品以外的商品需求萎缩，消费更理性、谨慎。
The head of the Indian Ocean market at Grants talked about how the currencies of West African countries such as Ghana have experienced significant devaluation over the past year.Currency devaluation is affecting the needs of local customers, whose consumer preference is shifting from multi-functional integrated appliances to products with customised and simplified functions.Under the pressure of the exchange rate, many customers in Africa are still willing to purchase, but they do consider cutting back on some of their orders.
Currencies depreciate more rapidly, causing import costs to soar. At the same time, inflation has caused local consumers to shrink their demand for goods other than daily necessities and to spend more rationally and cautiously.
04
通过电子商务开发非洲“泛家居”市场
Developing the African "Pan-Household" market through e-commerce
“丝路电商”国际合作是落实共建“一带一路”倡议的一项重要举措，成为拓展经贸合作新渠道。通过近些年，我国与一带一路沿路国家信息基础设施连线成网，电子商务”已成为畅通贸易的新通道，而非洲是当下全球增长最快的电商市场之一。联合国非洲经济委员会代理执行秘书安东尼奥·佩德罗今年5月表示，非洲电子商务交易正持续扩大，预计到2025年地区电商交易有望增长50%，在线购物消费者将从2021年的3.34亿增加到2025年的5.19亿，增速超过56%。
Silk Road E-commerce expands new channels for economic and trade cooperation.Africa is one of the fastest growing e-commerce markets in the world today.The Acting Executive Secretary of ECA, Antonio M.A. Pedro said in May this year that e-commerce transactions in Africa are continuing to expand, with regional e-commerce transactions expected to grow by 50 % , and online shopping consumers set to increase from 334 million in 2021 to 519 million in 2025, a growth rate of more than 56 %.
到 2025 年，非洲电子商务渗透率将达到 40% African eCommerce penetration to reach 40 % by 2025 图源：trade.gov 侵删
根据非洲最大的电商平台Jumia公布，Jumia在非洲整体业务量中市场份额排名前十的品类，Home（家居）品类的市场份额排名第二。另外，尼日利亚在线家具电商平台Taeillo、埃及家居装饰电商平台Ariika、Woolworths、Mr Price等本土电商购物平台和零售商正快速增长。
Jumia, Africa's largest e-commerce company, has announced that the Home category has the second highest market share among the top 10 categories in terms of overall business volume market share in Africa.In addition, local e-commerce shopping platforms and retailers such as Nigeria's online furniture e-commerce platform Taeillo, Egypt's home décor e-commerce platform Ariika, Woolworths, Mr Price and others are growing rapidly.
图源：jumia官方公众号，侵删
结语：
随着“一带一路”倡议的进一步落实，中非之间合作之路越走越宽，未来，非洲的市场资源、潜在劳动力、城市化等还会因互联互通而被进一步激活，“泛家居”作为非洲增长产业具备巨大的出口潜能。
With the further implementation of BRI, the road of cooperation between China and Africa is getting wider and wider.In the future, Africa's market resources, potential labour force and urbanisation will be further activated by connectivity.The "Pan-Household" sector has huge export potential as a growth industry in Africa.
