Strong Purchasing Power Attracts Furniture Makers to China Market

Chinese furniture manufacturers are upgrading management and technology to boost competitiveness

By JENNY WU

China’s furniture industry generated a production value of 1,130 billion renminbi (RMB) in 2012, keeping that country in first place in the world in terms of both production and market value for the fifth year in a row, according to Zhu Changling, chairman of the China National Furniture Association.

Zhu says that thanks to China’s rapid economic growth, the residents of not only first-tier cities, but of second- and third-tier cities as well, are enjoying strong purchasing power and, as a result, are eager to upgrade their home furnishings.

Statistics released by China’s Ministry of Commerce show that in November of 2013, China’s building home materials index (BHI) was up 4.17% from a year earlier and sales of furniture chain stores enjoyed an annual growth of 19%.

Wang Shicheng, vice president of the China National Light Industry Council (CNLIC), believes that the continuing improvement in manufacturing technology and design has strengthened China’s furniture industry and enhanced the competitiveness of furniture manufacturers.

Wang comments that famous brands and good product quality are the two main weapons that companies use in fighting for the market in China today, so his organization is committed to helping local manufacturers upgrade their manufacturing capability and build up their own brands.

Messha

Founded in 2007, Messha Shenzhen Co. , Ltd. is a dynamic manufacturer of high-end furniture for the living room, bed room, dining room, and office. Thanks to persistent efforts to upgrade management and manufacturing processes, Messha is now an ISO 9001-approved company that is considered one of the leading furniture makers in China.

To meet the worldwide trend toward environmental protection, Messha emphasizes the development of ‘green’ products that are eco-friendly in design, function, and materials. The products are made mainly wood--white ash, oak, white birch, alder, etc.--and so are natural and do not harm the earth.

The company has three factories, one in Shenzhen and two in Dongguan, together occupying approximately 250,000 square meters of space. By employing the most up-to-date technology and good craftsmanship, the company’s products are recognized for their artistic design, excellent quality, and durability.

The United States is Messha’s major export outlet, absorbing the lion’s share of its total output. In view of the rising living standard of the people at home, however, the firm has been actively developing the domestic market in recent years and has established sales outlets in large Chinese cities such as Shenzhen, Shanghai, and Guangzhou.

In 2012 the company invited Dr. Alessandro Deserti, a renowned Italian designer and professor of furniture design at Politecnico di Milano, to develop a series of high-end neo-classic European-style furniture products. Deserti's designs feature a simple elegant appearance and a neo-classic style, and are dubbed ‘Liberty,’ ‘Neoclassic,’ and ‘Impero.’

Yifei

Located in Longjiang, Shunde, Guangdong Province, one of the leading furniture manufacturing bases in China, Yifei Furniture Factory focuses on the production of sofas, armchairs, recliners, leisure chairs, and leisure sofas that are made mostly of leather and fabric and are suitable for the living room, parlor, lobby, and reception room.

Having been in the furniture industry for about a decade, Yifei concentrates on generating comfortable, practical, and esthetic furniture. “We can provide customer-tailored designs and adjust manufacturing processes to meet the special demands of customers, and we can offer package solutions,” says a senior company official. “Today our products are marketed in many cities around China and also exported to the United States, Europe, the Middle East, and Southeast Asia."

“To operate sustainably in this field, a manufacturer should do its best to cater to the needs and tastes of its customers and provide them all the necessary services. Without the patronage of its customers, a manufacturer can not survive. And the satisfaction of customers is most important because it is a kind of priceless advertising.”

To lower manufacturing costs, Yifei has spared no effort to streamline its manufacturing processes and enhance its operational efficiency. At the same time, it has constantly invested in R&D and the introduction of advanced know-how from abroad with the aim of developing innovative value-added products.

These efforts have helped build up a good image for the company, and products sold under its own ‘The King’s Throne’ brand have won popularity among customers. The firm is committed to the continuous improvement of its manufacturing technology, quality control, and customer service.

Aodalu

Also located in Shunde, Aodalu Furniture Co., Ltd. is a professional plate furniture manufacturer with integrated design, development, manufacturing, and sales. The company employs a workforce of 300 persons in a production area of 20,000 square meters, where it turns out furniture for living rooms, bed rooms, dining rooms, and study rooms.

Based on the corporate philosophy of 'creating quality furniture for quality life,' Aodalu has purchased sophisticated automated production equipment from Germany, Italy, and other advanced countries to turn out its high-end products. It has recruited outstanding personnel from domestic vocational schools and institutions to join its R&D team and help create innovative furniture.

Over the past few years Aodalu has worked hard to develop the global market and has established a firm foothold in more than 20 countries and regions. After being well accepted by customers in the international market, the company has turned toward the domestic market in recent years and has implemented a strong brand promotion plan using the franchising model in China.

Aodalu’s products are simple in style without fussy decoration, and are offered in bright monochrome colors. The company insists on designing not only quality products for its customers, but also helping them create a quality life.

Currently Aodalu is actively promoting its two furniture series, BOP (Meichi) and YUMU. The former features lively and fashionable modern designs, targeting consumers aged 25 to 50, while the latter features simplicity, nature, and eco-friendliness with a taste of Oriental culture, aimed at customers with strong sense of environmental protection. (JL)