China's 3F furniture show exhibitors eye domestic market

But also will continue to pursue export trade

Thomas Russell -- Furniture Today, October 19, 2010

3F exhibitor Kuka offered a mix of leather sofas, sectionals and upholstered beds. The sectional at left won a gold prize for upholstery design at the show.

DONGGUAN, China — The 24th International Famous Furniture Fair Dongguan attracted 65,700 visitors including about 5,200 from overseas, show organizers said.

Attendance at the Sept. 1-5 event, also known as 3F, was down slightly from the record 68,000 that attended last September, although overseas attendance was slightly higher.

The event featured 935 exhibitors, many of which are members of the sponsoring organizations, the Dongguan Famous Furniture Assn. and the Hong Kong Furniture Assn.

In the past, exhibitors at the show were highly focused on the export market.

However, more and more companies in China are developing goods for the domestic market.

Dongguan Yang Cheng Furniture is one exhibitor that was focused on exports when it began showing in 2008, but has seen more interest from domestic Chinese buyers. By late 2009, the company said more than 500 stores in China were carrying its products.

"It was a hit right away," said company owner Wu Weicheng in a statement. "Many retailers were amazed at the quality of our products and the good price we can give."

Also participating in 3F since 2008 is Chinese case goods producer Lacquer Craft, whose parent company Samson Holding owns U.S. marketing companies Legacy Classic and Universal Furniture. In China, Lacquer Craft is marketed as Tai Sheng and has launched some 40 collections for the Chinese market.

"We are working very hard to build Tai Sheng to be one of the first tier brands for Chinese consumers in five to 10 years," Shi Da, the company's chief operating officer, said in a statement.

U.S. companies at the show included first-time exhibitor Lexington Home Brands, which showed in a 3,000-square-foot space and plans to open 10 stores in China by the end of this year.

Showroom manager Shi Jing said in a statement that the show was a success. "We chose to participate at 3F because it is the best for doing business in the China domestic market ... and we are not disappointed."

Other U.S.-based exhibitors included accessories source Imax Worldwide Imports and occasional and case goods supplier Regency House.

Show organizers noted that the show is highlighting the development of China's consumer economy.

"China is at the transformation from world factory to world market and world factory at the same time," said Fang Hui, secretary general of Dongguan Famous Furniture Assn. "While Chinese consumers are changing their lifestyle and spending patterns, they want fancier cars, larger houses. The demand for higher quality, better designed home furnishing products will continue to increase. I believe more and more international brand names will be entering the Chinese domestic market."

She added that China remains committed to attracting international buyers and plans to grow in the future to accommodate that demand.

At the show, officials announced a planned Famous Furniture Expo Park, which would be a furniture showroom complex open year-round. Located next to the main show venue, this development is expected to grow to 10 million square feet over time.

Show officials said they will release more details soon, and that the first phase is expected to be completed by March 2012.

The 25th edition of the 3F fair is set for March 16-20, 2011. For more information on the show, visit www.3f.net.cn/e.