Chinese Furniture Makers in Guangdong Show Resilience Amid Downturn

The global recession has sapped disposable incomes worldwide, some of which used to be spent on furniture. Such trend has been amplified for China-based furniture makers for they focused on exporting to the USA and Europe before the financial fallout. With declining orders from developed western nations, Chinese furniture makers are struggling to survive, while those who manage typically possess considerable R&D, marketing and manufacturing skills. In particular living room furniture manufacturers in China have been turning to explore emerging markets to offset the dwindling business volume in the USA and Europe.

The Chinese coastal province of Guandong, which is adjacent to Hong Kong, has been a major, burgeoning base of furniture manufacturing in the nation. The rapid growth of the industry has meant also suffocating competition, so the furniture makers have had to concentrate on upgrading manufacturing facilities and R&D capabilities to sharpen their edge, believing rightly so that enhancing competitiveness is key to better survival in the world market.

Cowell Furniture

Located in Dongguan, Guangdong Province, Cowell Furniture International Co., Ltd. is a success story in the sector that turns out mainly dining room ensembles, as well as sofas, end tables, and bed room furniture. Having started up about a decade ago as a small workshop with a dozen workers, Cowell today runs a plant spread across more than 30,000 square meters on some 50,000 square meters of land, with a workforce numbering more than 600 persons.

The secret to Cowell's success is developing quality-oriented products. For years the company has focused on product design and innovation, merits that have gained increasing popularity globally, particularly in Europe.

Besides being committed to producing state-of-the-art furniture, Cowell also tries its best to meet special demands. To reach such goal, the company is always on the lookout for talented designers, not only at home but also overseas. Adriano Balutto, for example, is one famous European furniture designer who has worked with Cowell.

Having European designers onboard to help create furniture, Cowell has been able to retain considerable market niches in Europe and build popularity in the USA.

Another trend-savvy move made by Cowell in recent years is to develop eco-friendly, yet stylish products, which have helped the maker further build commercial success with such introductions.

Anji Demure Chairs

Established in 1999, Anji Demure Chairs Factory specializes in making a range of chairs, which has helped the maker to build over the years a solid image globally. To guarantee the quality of its products, the company has consistently improved manufacturing processes and management, proof of which lies in its ISO 9001 certification, while its patented products also speak substantially for the maker's innovation.

Anji Demure has a chair for every occasion, offering a wide variety of dining room chairs, office chairs, leisure chairs, bar stools and multifunctional sofas. The company's products are 100% exported, mainly to Europe, the USA, Africa, the Middle East and Southeast Asia.

Firmly believing that "quality" is the lifeblood of products and "personnel" the soul of a company, Anji Demure prudently chooses skilled workers to fabricate quality products that meet American "BIFMA" standards. The company's seasoned management and quality-control team of 40 staffers are totally dedicated to making sure that each manufacturing process is uncompromised.

Zhiju Furniture

Zhiju Furniture is an integrated furniture manufacturer in Shunde of Guangdong Provinc that turns out a range of products under its own brand "Kardo," which features a combination of neo-classic and post-modern styles.

Running operations with strict management and efficiency has enabled the maker to be ISO 9001 and ISO 14000 approved, as well as winning several local honors for its remarkable achievements. Also having on board a number of outstanding domestic designers and marketing professionals, in addition to hundreds of experienced workers, have helped Zhiju Furniture to be regarded as the bellwether in the sector.

Zhiju has been actively promoting its private label "Kardo," aiming to tap the potential of branding in the domestic market. Besides being a successful exporter globally with solid quality, the maker also has been ambitiously exploring domestic niche markets.

Guangzhou Hengdian Furniture

Established in 2001, Guangzhou Hengdian Furniture Co., Ltd. is a dynamic furniture manufacture in China focusing on K/D furniture, with a line including dining room sets, kitchen cabinets, closets, and bookshelves.

Since its inception the company has devoted itself to developing innovative high-end furniture products, with its products today selling in more than 20 countries globally, as well as having built considerable reputation.

In 2007, with investments from the Hong Kong firm H&L, the maker has been able to expand to install more production lines, as well as develop design-oriented, eco-friendly furniture items.

For years, Guangzhou Hengdian has been known as a maker who pays close attention to integrated manufacture, carefully selecting materials as well as making sure packaging is done according to each specification. The company's success is living proof that first-rate products are delivered with quality materials, skilled workers and well-controlled manufacturing processes.

Besides training its 100-plus workers to never accept second-best in production, Guangzhou Hengdian religiously believes that the best advertisement is consistent delivery of top-notch products.