The three major furniture exhibitions in the Pearl River Delta came together last week. The first is the Dongguan International Furniture Fair held on March 16, followed by the Guangzhou International Furniture Fair, which opened on March 18, and the Shenzhen International Furniture Fair on March 19 also followed.

It is understood that brand promotion, product release, image display and channel development through the exhibition, and finally made an order, is the survival route of Guangdong furniture companies. Therefore, people in the industry generally believe that although the three major furniture exhibitions are held together in the same period, the positioning of the three major exhibitions has its own focus, and the staggered start date of the first day is more beneficial to the industry than harm. But for the density of two exhibitions a year, the industry believes that it is too frequent.

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Three exhibitions have different positioning and can complement each other

The Furniture Fair in March is the vane of the furniture industry every year. Both furniture manufacturers and distributors are deploying the development direction of the whole year.

The Dongguan Furniture Fair, which opened first, continued its high-end route, and the brand concentration was further improved than last year. 11 exhibition halls and an exhibition area of ​​270,000 square meters attracted nearly 20 provinces and cities from China and the United States, Japan, and South Korea. , Singapore, Italy, Germany, Malaysia and other countries, and has concentrated more than 80% of well-known brands in the market and nearly 10,000 overseas buyers.

The largest and most exhibiting company is the Guangzhou International Furniture Fair, which has a total scale of 540,000 square meters and nearly 3,000 exhibitors were present. The exhibition is divided into two parts: the civil furniture exhibition and the office environment exhibition. The civil furniture exhibition is held on March 18-21, and the office environment exhibition is held on March 27-30. As the furniture industry's exports gradually pick up, this year's Guangzhou Exhibition timely put forward the theme of "International Platform · Promoting the Future".

Compared with the professional orientation of the Dongguan exhibition and the export orientation of the Guangzhou exhibition, the Shenzhen International Furniture Fair clearly pays more attention to domestic sales and non-professional visitors. The Shenzhen Furniture Fair, which opened on March 19th, has the theme of "Feeling the Life Mode of Shenzhen International Furniture Fair". Each pavilion has its own "Declaration of Life". The theme of the modern panel furniture pavilion is "make living furniture", and the soft furniture pavilion is "extreme demand amplification".

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Five exhibitions a year is too frequent

Distributing business and customer sources is a major drawback of the same period exhibition, and the furniture exhibition is no exception. Some exhibitors regret that they cannot participate in all three exhibitions. However, the reporter also found that many of the "old exhibitors" at the exhibition had already coped with it. "On March 16th and 17th, we will visit the exhibition in Dongguan, purchase on the 18th in Guangzhou, and then go to Shenzhen on the 19th. During the exhibition, we will also arrange for someone to pick up and drop off customers to the factory or other exhibition venues." This is what the companies from both places are exhibiting at the same time.

In addition, for each exhibition, the positioning is different, and selective participation is also a means for enterprises to respond. Zhang Yunjin, Planning Director of Shenzhen Red Dot Furniture Co., Ltd., said that as a company that does both domestic and foreign sales, the company's employees are divided into two groups each year to participate in exhibitions in Guangzhou and Shenzhen. Among them, colleagues who sell externally will focus on the Guangzhou exhibition, while colleagues who sell internally will mainly focus on the Shenzhen exhibition.

Zhang Yunjin also told reporters that in fact, although the exhibition time of the three places is similar, due to the different positioning of the furniture exhibitions in Guangzhou, Shenzhen and Dongguan, and the opening time is staggered, the impact is not particularly large, but buyers can In a short time, there is an all-round comparison of various brands. "The real waste of manpower may be that the frequency of holding exhibitions twice a year is too frequent. It seems that there is no need for this. In fact, after the Shenzhen exhibition was changed to one year, the effect of the exhibition did not decline."

It is understood that although the Shenzhen Exhibition has merged the two annual sessions into one annual session since 2009, the Guangzhou Exhibition and the Dongguan Exhibition are still held twice a year. Based on this calculation, each of the three major furniture exhibitions in the Guangdong area is held five times a year. In the eyes of some companies, frequent exhibitions make them feel tired.

Related Links

Zhu Changling, Chairman of China Furniture Association:

The large-scale construction of suitable housing will benefit the furniture industry

New Express News trainee reporter Chen Qinglin reported that since last year, the country has begun to increase its control over the real estate industry. With the introduction of the "New Article Eight" this year, the furniture industry is also facing a big test. However, Zhu Changling, chairman of the China Furniture Association, told the reporter at the 27th China Guangzhou Furniture Opening Ceremony that the policy had limited impact on the furniture industry, but instead ushered in good news because of the large amount of suitable housing construction.

"2010 is the year of the overall recovery of the furniture industry after the economic recession." Zhu Changling pointed out that the total industrial output value of the national furniture industry reached 870 billion yuan last year, an increase of 19.18% year-on-year. Among them, the total industrial output value of enterprises above designated size was 446.765 billion yuan, a year-on-year increase of 32.43%. Furniture exports totaled US $ 33.724 billion, a year-on-year increase of 29.95%.

Zhu Changling said that the furniture industry concerned by all sectors as a downstream real estate industry will be dragged down by real estate regulation and control policies. He pointed out that the state's real estate regulation is mainly to regulate the excessively rapid growth of house prices, but at the same time, a large number of low-rent housing and affordable housing are also being built, and this growth will be greater than the regulation. Therefore, furniture products that meet rigid consumer demand will be more popular. "Of course, some big cities, such as Beijing, may be more affected due to purchase restrictions."

Place Theme Date

Exhibition [Guangzhou] The 10th China (Guangzhou) International Footwear Exhibition March 24-26, 2011

Meeting [Guangzhou] 2011 Guangzhou International Personal Medical Equipment and Supplies Exhibition March 24-26, 2011

Pre [Guangzhou] 2011 Guangzhou International Tourism Exhibition March 24-26, 2011

Report [Guangzhou] The 21st Guangzhou International Gifts and Housewares Exhibition March 25-27, 2011

[Guangzhou] The 22nd Guangzhou Franchise Franchise Exhibition and the 6th Guangzhou Investment, Finance and Financial Expo March 25-27, 2011

[Guangzhou] Guangzhou International Vacuum Industry and Photovoltaic Technology Exhibition March 28-30, 2011

[Dongguan] The 2nd Famous Products · Dongguan Fashion Brand Discount Exhibition March 24-29, 2011

[Shenzhen] The 12th Shenzhen International Machinery Manufacturing Industry Exhibition and Shenzhen International Plastics and Rubber Industry Exhibition March 28-31, 2011

[Hong Kong] 2011 Asia Pacific Online Information Exhibition March 23-24, 2011

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