Overseas Buyers Join 39th Shenzhen Furniture Fair, Boosting China’s Mid-High-End Home Brands Global

 
1、Zeng Jinhui: "Cross-Border E-commerce + Industrial Clusters" Empower Brand Global Expansion
         
       In his speech, Zeng Jinhui, Director of the E-commerce Division of the Shenzhen Municipal Bureau of Commerce, noted that the recently concluded Two Sessions placed special emphasis on promoting high-quality foreign trade. The “Cross-border E-commerce + Industrial Clusters” model is one of the key focus areas. Shenzhen boasts a complete cross-border e-commerce ecosystem, with over 100,000 enterprises and institutions in the sector and nearly 40,000 square meters of overseas warehouses. The Shenzhen Municipal Bureau of Commerce will fully support the global expansion of local brands.
       Director Zeng Jinhui specifically emphasized that the home furnishing industry is one of Shenzhen’s traditional strengths, with a solid foundation and numerous outstanding enterprises. It will be a key sector supported by the Shenzhen Municipal Bureau of Commerce. The launch of this “Cross-border E-commerce + Industrial Clusters” exchange event will bring new opportunities for the development of home furnishing cross-border e-commerce, with the collaboration between both sides set to spark unlimited business potential.
 

▲Zeng Jinhui, Director of the E-commerce Division, Shenzhen Municipal Bureau of Commerce

2、Hou Keping: Building a Platform to Connect Overseas Buyers with Chinese Home Furnishing Brands
 

       Regarding the reason for holding this exchange event, Hou Keping, Chairman of the Shenzhen Furniture Association, believes that China’s home furnishing industry is transitioning from a domestic demand-driven model to a dual-track strategy focused on high-quality global expansion. Notably, cross-border e-commerce has made significant breakthroughs over the past five years. In Shenzhen alone, home furnishing exports reached USD 32.5 billion, accounting for 45% of the national total—demonstrating strong demand and immense potential.

       Chairman Hou also emphasized that under the leadership of the Shenzhen Furniture Association, China's home furnishing industry must pursue high-quality cross-border e-commerce characterized by original design, high standards, and strong intellectual property protection. This aligns perfectly with the long-standing values and philosophy of both the Association and the Shenzhen International Furniture Fair, and is supported by a solid industrial foundation.

       Shenzhen, as the only Pilot Demonstration Area of Socialism with Chinese Characteristics, the core engine city of the Greater Bay Area, and a hub of technology and innovation, is uniquely positioned to take the lead in exploring a high-end path of “Cross-border E-commerce + Industrial Clusters.” This initiative aims to present Chinese home furnishings to the world—earning global recognition and helping the industry ride the wave of opportunity to go global. 

  ▲Hou Keping, Chairman of the Shenzhen Furniture Association

         At the same time, the Shenzhen International Furniture Fair recommended over 30 outstanding brands to the visiting overseas buyer groups, including Zuoyou Furniture, Renhao Furniture, CBD Furniture, Meichen, Rongshe, Jijian Home, Dious Furniture, Baiqiang, AIRLAND, DELVIS, Mengshen, Maxbond, Huameiju, Henglong Furniture, LITU Home, Xinsida Furniture, Youmei Youpin, Fuli Farrel, Youlian Weijia, DIPO, Ganhui, Yuanrong Home, Zhurui Home, Yonghaoxuan, Benshe, Mifei, Xinteli, Myth Lighting, MR.BU | Cuckoo, Xiangtian Lighting, Weishengtai, Shike Lighting, Mochen Optoelectronics, Meiting Lichuang, Lufu Bedding, and Contemporary Youth, among others, to participate in the matchmaking event.

   

   3、Liu Qiang: Sharing Insights on "Brand Global Expansion" in the New Era

 

  ▲Liu Qiang, Chairman of Qianhai Jiumi

          Liu Qiang, Chairman of Qianhai Jiumi, explained that while Chinese home furnishing brands have strong demand to go global, they also face challenges such as trade wars, customs clearance, warehousing, display, sales, operations, and after-sales service. To address these issues, Qianhai Jiumi partnered with Panding International to create China’s first independent furniture brand exhibition. Using a “1+10+N” model, it provides tailored solutions for various overseas expansion scenarios, including marketplace and store owner models, one-stop agency operations, multilingual and multi-currency support, personalized exclusive stores, flexible marketing, and membership management.

       This one-stop export service matrix for home furnishing brands precisely covers core areas such as logistics, storage, foreign exchange settlement, taxation, and finance. It achieves efficient integration and smooth flow of data, goods, and capital, ensuring closed-loop management throughout the entire process. This empowers home furnishing brands to confidently expand overseas and explore unlimited possibilities in international markets.

 

 ▲Liu Bo, Chairman of Panding Group

        Cross-border e-commerce is no longer the 1.0 model of small commodity exports but has entered the 2.0 era. It requires the integration of supply chain advantages, brand promotion and other resources, and the superimposition of B2B and B2C resources to build a brand-new "cross-border e-commerce + industrial belt" brand going global ecosystem.
 

4、Home furnishing brands have had in-depth exchanges with overseas purchasing groups and will promote more Chinese home furnishing brands to overseas markets in the future
     
       In the afternoon, more than 20 overseas buyers from Europe, the Americas, Africa, and Southeast Asia visited the Shenzhen National Furniture Exhibition, engaging extensively with over 400 home furnishing brands. Both sides will explore more comprehensive cooperation in the future.

 
Overseas Buyer Group Information：

 1、Fantaci Furniture Ltd.

       Fantaci Furniture Ltd. was established in 2021, headquartered in Vancouver, British Columbia, Canada. The company exports high-quality Chinese furniture brands, selecting products tailored to the North American residential furniture retail market, and imports them for wholesale and retail in Canada and the United States. Currently, it operates six specialized logistics overseas warehouses in North America for distribution and transportation. We are committed to building AMHOME INTERIORS into a brand collection mall, enhancing the new image of Chinese furniture manufacturing overseas.
2、ROSEHILL FURNITURE LTD

       ROSEHILL FURNITURE was established in 1999. Headquartered in England, the company focuses on selling traditional and modern British furniture products.
3、CARAMIA FURNITURE LTD

       Registered in Canada in 2019, CARAMIA FURNITURE provides high-quality wooden furniture from around the world to premium North American customers. We prioritize product safety and environmental protection, using high-quality hardwood and softwood to minimize environmental impact.
4、FURNITURE OUTLET WAREHOUSE

       Founded in 2019, FURNITURE OUTLET WAREHOUSE specializes in high-end fabric and leather furniture, emphasizing luxury and comfort. We uphold quality and tradition while continuously innovating, perfectly blending classic and modern elements in every piece.
5、SPAZIOO FURNITURE CORP

       SPAZIOO FURNITURE CORP, established in 2016, specializes in high-end personalized furniture. The brand concept centers on multifunctional, simple, elegant, and modern designs that meet customer expectations and needs.
6、FURNITURE 911 LTD

       Founded in 2008 in the United States, FURNITURE 911 provides high-value indoor furniture and décor to meet the demands of discerning clients. The company mainly offers American-style furniture, promoting a free and casual lifestyle, suited to contemporary needs with comfort and ease.
7、Woodworking authentic furniture e.K.

       Founded in 2008 in Germany, we are dedicated to providing high-quality, uniquely designed wooden furniture. We cherish wood craftsmanship and have a passionate pursuit of home living. Our products include modern, vintage styles and customized pieces to meet diverse customer needs.
8、Jonathan Charles Fine Furniture

       Located in North Carolina, the company mainly offers vintage art furniture, combining classic designs with modern demands to create uniquely charming and tasteful home environments.
9、MEDITERRANEO S.R.L.

       Established in Italy in 1993, MEDITERRANEO is a trusted international fashion home brand favored by local consumers. Its main style is European furniture, popular in Europe for 30 years with a strong local brand presence.
10、MASECLA FURNITURE S.R.L.

       Founded in 1997 and headquartered in Milan, Italy, MASECLA FURNITURE S.R.L. is a leading distributor of wooden furniture. We are committed to providing high-quality, uniquely designed wooden furniture and hold a leading position in the industry with professional and attentive service.
11、ASIA WOOD FURNITURES S.A.

       Registered in Luxembourg in 2005, ASIA WOOD FURNITURES targets a youthful market, offering home products and furniture accessories that combine comfort with design, creating warm and cozy homes.
12、Living Furniture Aktiebolag

       Originating in Malmö, Living Furniture opened its first physical store at Bergsgatan 25 in 1996. Then and now, our vision is to provide customers with an interior design store focused on color, shape, and service. Over 27 years, Living Furniture has established itself as a trusted innovative furniture retailer in Malmö.
13、Optimum Furniture Ltd

       Founded in 1996, Optimum Furniture Ltd specializes in custom furniture for homes and businesses in Auckland. We supply high-quality household and commercial furniture made from premium wood, durable and aesthetically pleasing. We can create furniture for kitchens, bathrooms, dining areas, living rooms, offices, and reception spaces. 
14、MMT Furniture Designs

       Established in 2013, MMT Furniture Designs is a trusted brand in the furniture industry. Practicality, functionality, and ease of assembly combined with premium modern wooden furniture make our products both iconic and stylish for any home.
15、Agung Sedayu Group Tower (Indonesia Chinatown Project)

       Located in Jakarta, Indonesia, Agung Sedayu Group was founded in 1971. We focus on one-stop living and commercial solutions, bringing convenience and comfort to modern lifestyles.
16、Kaiser 1 Furniture Industry (Vietnam) Co., LTD

       Founded in 2004, Kaiser 1 is a large-scale, stable company and a leader in the American-style furniture industry, mainly dealing in mid-to-high-end furniture products.
17、Shenzhen Yongdao Tianze Supply Chain Co., Ltd.

       An export supply chain company selling furniture products to African countries and the Arabian Dubai region.
18、An Viet Red River Joint Stock Company (Vietnam)

       An Viet Red River focuses on high-quality leather home products in its furniture business, creating comfortable and elegant home environments for clients.