Foreign exhibitors help broaden show's offerings
By Thomas Russell -- Furniture Today, May 4, 2008
Shenzhen, China — For the second year in a row, the Shenzhen International Furniture Exhibition here broadened its mix to include foreign exhibitors.
Among them were 33 companies from Indonesia, many of which had small booths displaying accessories and handcrafts. Others showed a mix of outdoor and indoor furniture in styles ranging from rustic modern to Indonesian antique reproduction.
This year's show also included several Malaysian manufacturers of case goods and upholstery.
Altogether there were just under 40 international companies, up from about two dozen in 2007. But with demand for space rising among Chinese exhibitors, many of the international tenants had smaller spaces. A tent outside the main show building served as the Indonesia pavilion.
Among the Indonesian exhibitors were Jakarta-based Bizarre, which showed a line of modern rustic tables and chairs made from solid pieces of timber. One table, made from teak, will retail at about $35,000.
Other companies showed items ranging from woven wicker and rattan seating and living room furniture to Indonesian antique reproduction pieces with heavily carved frames.
The Malaysian exhibitors showed lines that appeared better suited for the U.S. market. These included Kuala Lumpur-based Frexstar, which offered clean-lined transitional bedroom, dining room and living room furniture. The company also exhibits at two Malaysian shows, the Malaysian International Furniture Fair (MIFF) and the Export Furniture Exhibition.
With 90% of its sales going to Poland, Australia, South Africa and the United Arab Emirates, Frexstar hoped to draw buyers from China and the United States, newer markets for the company.
Décor-West Wood Products of Selangor, Malaysia, showed a line of mostly transitional rubberwood dining and bedroom furniture. It usually shows at MIFF in Kuala Lumpur and decided to try Shenzhen in hopes of attracting U.S. buyers. Most of its customers at the show, however, came from China and other parts of Asia.
For Tawei, a Selangor-based producer of motion upholstery, the United States represents 60% of sales. The company also sells to Europe, Australia and the Middle East and chose to show in Shenzhen to attract more Chinese buyers.
"The U.S. for sure is our greatest market, but because the Chinese consumer (base) is getting greater, we look to this market as well," said Sunny Ter, managing director. "They yuan is growing stronger against the dollar too, which makes it easier for China to import."
Next March, the Shenzhen show plans to expand the presence of international exhibitors by opening an exhibition area called Southeast Asian Domain. This will include companies from Thailand, the Philippines and Vietnam, as well as Indonesia and Malaysia.
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