Industry experts have offered strategic insights: “Through design innovation, smart manufacturing, and green transformation, Dongguan’s furniture industry has progressively transitioned from exporting products to entering a new phase of global brand expansion.” They emphasize that “localization is globalization, and globalization is localization. Companies entering foreign markets must adapt to local cultural practices, genuinely drive local employment, tax revenue, and economic development, and tailor product iterations to regional demands.”
Exhibitors and international buyers reported fruitful outcomes: “All samples were pre-ordered,” “42 suppliers were matched within just two days,” and “eight brands, including DeRUCCI and Fubao Sofa, have been selected as pilot projects for this phase.”
Praise poured in for the International Furniture Pavilion: “Most exhibitors provided English-speaking staff, significantly reducing barriers in price inquiries and technical coordination,” and “The original design quality at the Famous Furniture Fair has surpassed benchmarks set by the U.S. High Point Furniture Market, while its whole-home customization series exceeds the variety of Italy’s Milan Furniture Fair by over 30%.”
Dongguan has sounded the rallying call for its furniture industry to march collectively onto the global stage with brand-driven strategies!
As the inaugural flagship event and industry bellwether for China’s 2025 home furnishings landscape, the 53rd International Famous Furniture Fair (Dongguan) witnessed a surge of domestic and international clients at its dedicated International Furniture Pavilion, marking a pivotal moment for Dongguan’s furniture brands to accelerate their global expansion.
“The Famous Furniture Fair has established a super platform for ‘Global Linkage & Worldwide Sales’, enhancing international buyers’ recognition of Dongguan furniture and ensuring the successful achievement of local enterprises’ global market expansion goals,” stated Fang Runzhong, General Manager of Exhibition and Trade at Guangdong Modern International Exhibition Center. He emphasized that the newly launched International Furniture Pavilion demonstrates both the inevitability and vast potential of Dongguan furniture brands' globalization.
The furniture industry is transitioning from product exports to a new era of brand globalization.
On March 15th, two major events were held consecutively: the “Embracing Global Markets” Dongguan Furniture New Product Launch Conference and the Dongguan Furniture Industry Foreign Trade Summit, as well as the “Global Supply Chain, Worldwide Sales Nertwork” Dongguan Furniture Brands Global Launch Ceremony. These initiatives consolidated industry confidence and galvanized more enterprises to commit to brand elevation and international market penetration.
According to Fang Runzhong, over half of Dongguan’s furniture enterprises engage in foreign trade. “Previously, companies operated independently when targeting international markets and clientele. Moving forward, we aim to consolidate resources to amplify collective strength, empowering Dongguan furniture to penetrate broader global markets.”
“In the new economic cycle, actively embracing overseas markets is a key strategic move for many furniture foreign trade enterprises seeking breakthroughs,” Fang Runzhong stated.
At the event, Cai Shaopan, a Level-4 Researcher at Dongguan Municipal Bureau of Commerce, highlighted the industry’s evolution: “As one of Dongguan’s pillar industries, the furniture sector has transitioned from product exports to a new phase of global brand expansion through design innovation, smart manufacturing, and green transformation in recent years.”
Cai Shaopan offered suggestions for Dongguan furniture brands to go global: “Set the goal of becoming a world-class furniture industry cluster, deeply explore the essence of brand culture, tell the story of ‘Good Furniture, Made in Dongguan,’ and create original products with unique designs. Cooperation should be the priority—build a win-win pattern of collective international expansion. Towns, subdistricts, and business associations should concentrate resources, provide targeted support, and encourage companies to unite and go global together. Additionally, policies should be leveraged to seize opportunities for openness and reap the benefits of the times. Utilize policies like ‘Cantontrades’ and ‘Guangdong Trade Nationally’ effectively.”
At the launch conference, Ren Zeping, a renowned economist, delivered an insightful keynote titled “The Path Forward: Global Expansion Strategies for Chinese Enterprises”, analyzing global economic trends impacting the furniture industry and outlining visionary approaches for international market strategies.
“With the end of the large-scale real estate development era and the shift in China’s economic growth, expanding overseas will inevitably become a trend. In the furniture sector, China is the world’s largest furniture producer, with a very mature and well-developed supply chain system. Chinese furniture companies have a significant advantage in terms of greening and intelligent manufacturing, and there is vast space for overseas expansion,” said Ren Zeping.
Ren Zeping offered advice for Dongguan’s furniture industry to go global: “When choosing overseas destinations, priority should be given to economies that have integrated into the global trade system and maintain friendly relations with China, such as Vietnam, Mexico, Hungary, and countries along the Belt and Road initiative. At the same time, the US market offers immense scale and innovation potential, it demands meticulous preparation to penetrate effectively.”
“Localization is globalization, and globalization is localization. When entering a local market, companies must align with local cultural customs, truly contribute to local employment, tax revenue, and economic development, and tailor product iterations to the local context. The key for Dongguan furniture companies seeking overseas expansion is to take root in the destination countries, promote local employment, support business development, and thereby become respected global enterprises,” Ren Zeping advised Dongguan furniture companies.
Additionally, Zhuang Zhan, a researcher at the New Silk Road Foreign Trade Research Institute and Director of the Exhibition Operations Center at Meorient Commerce & Exhibition delivered an excellent speech titled “Digital Empowerment for Global Connectivity, Helping Dongguan Furniture Breakthrough and Expand Overseas.” Du Yongqiang, General Manager of the National Housewares Marketing Center at Chao Yu Expo, also shared valuable insights in his presentation on “Australia’s Furniture and Home Goods Market.”
Exhibitors: “Over 1,000 new friends added on WeChat”
In addition to the grand the “Embracing Global Markets” Dongguan Furniture New Product Launch Conference and the Dongguan Furniture Industry Foreign Trade Summit, domestic and international attendees visited leading Dongguan enterprises during the event, including Herui, Asiama, and Nanxing Machinery. This helped promote cooperation and collaborative development between companies, providing a platform for communication and interaction to support their overseas expansion.
The highly anticipated “Global Buyers’ Night” further ignited the enthusiasm of both domestic and international exhibitors. The event attracted buyers, designers, and industry leaders from various countries and regions around the world, including India, Sri Lanka, the five Central Asian countries, as well as Europe, the US, Southeast Asia, and more.
The event featured carefully planned communication sessions and immersive product experiences, creating an efficient platform for international buyers and Chinese furniture companies to connect.
This event not only facilitated multiple cross-border cooperation intentions but also deepened international industry relationships through a relaxed cocktail party atmosphere. It further promoted the global brand recognition of “Good Furniture, Made in Dongguan,” helping the Dongguan furniture industry cluster advance with a unified image onto the world stage.
The pre-event activities created a lively atmosphere in the International Pavilion set up at the exhibition, attracting procurement teams from numerous countries and regions around the world. Dongguan’s trillion-yuan furniture industry officially embarked on its transformation and upgrade from “product exports” to “brand expansion overseas.”
Spanning 10,000 square meters, this year’s International Furniture Pavilion at the Famous Furniture Fair spotlighted over 30 premium export-oriented furniture brands, including Marble Power, Shangdu, Lidian, Color Cube, Yumu, Changshi Living, Baogerui, and Wake Forest, showcasing the sector’s collective strength.
At the exhibition, the French Rococo-style furniture from RI TONG and their newly launched series of products combining classical and modern elements attracted many customers from Russia, the Middle East, Australia, Indonesia, and other countries and regions for discussions and cooperation.
“All the samples we brought to this exhibition were reserved by a single customer,” said Tong Jianying, Chairman of the Dongguan Famous Furniture Club International Trade Committee and of President of RI TONG. She told reporters that this customer has a large project on the Gold Coast of Australia and was impressed by the quality of Dongguan furniture.
Dongguan RI TONG has 20 years of foreign trade experience and has focused on two core strategies since 2004: first, deepening its expertise in French Rococo-style furniture; and second, continuously expanding its global presence by building a “Middle East-ASEAN-North America” golden market triangle, with foreign trade accounting for a long-term core advantage of 70%.
Exhibiting company Hong Kong Unique Collection Limited brought an upgraded series of products, and the exhibition has been very rewarding. “In just five days, my colleagues and I added 1,000 WeChat friends, all of whom are potential customers who align with our product positioning. In addition to domestic buyers, we also had buyers from countries and regions such as South Korea, Europe, Russia, and India,” said Zhou Fang, General Manager of Hong Kong Unique Collection Limited and Brand Head of Yu Jia International.
Zhou Fang stated that one of the designers from Vietnam is a “potential client.” The designer stayed in the exhibition hall for a long time, then visited the company to see all the furniture products, showing great interest. “There are around 200 clients like this, and they all have million-dollar projects. Next, our team will screen all the WeChat contacts and follow up. We aim to convert the traffic from the Famous Furniture Fair into ‘retained traffic.’”
Zhou Fang mentioned that the number of international buyers at this exhibition was considerable and their goals were clear. Some international buyers who have already established cooperation with Dongguan companies are looking to expand their local factory resources. “For example, a high-end Spanish luxury villa design studio, which had previously encountered project execution issues, recognized the quality of Yu Jia during the exhibition. Their global project needs align closely with our company’s business. These high-quality clients will help our company quickly expand into new business areas and extend the project coverage to a broader market.”
“After the Famous Furniture Fair, furniture exhibitions in Guangzhou and Shenzhen were also held. However, in just half a day on the morning of March 19th, I added over 100 potential clients,” Zhou Fang praised the influence of the Famous Furniture Fair.
The booth of Guangdong Fulinmen Shijia Smart Home Co., Ltd. showcased its new temperature-regulating doors and windows. The company is a global advocate for smart temperature-regulating doors and windows, the inventor of the temperature-regulating healthy doors and windows, and the proposer of the temperature-regulating door and window standards.
Liang Xiaodong, Chairman of Fulinmen Temperature-Regulating Doors and Windows, introduced, “The new products showcased at this exhibition not only have a more fashionable and innovative design but also feature a comprehensive performance upgrade. We hope to let more people around the world know about good furniture, made in Dongguan.”
Cao Lingyu, Dean of Fulinmen Business School, stated that the company’s debut at the Dongguan Famous Furniture Fair exceeded expectations. From the actual results, there were three significant gains: first, the exhibition had a high daily footfall, providing ample exposure for the brand; second, the quality of the customer base was exceptional, attracting high-end home furniture dealers, full-service custom project contractors, and a large number of foreign trade clients, with the foreign trade department adding dozens of targeted customer connections each day; third, the conversion efficiency was impressive, with customers who visited the exhibition in the morning heading to the factory for a site inspection and completing the signing in the afternoon. Overall, the exhibition achieved a fast and efficient cycle from resource contact to business implementation.
Wu Shaotang, founder and chief designer of GIORMANI, is the “second-generation leader” of a Dongguan furniture company. He told reporters that the company has now expanded into international markets through design and branding, providing personalized customization services for foreign customers. Previously, his company mainly served customers in Southeast Asia and Europe and the United States.
Fu Ning, President of Mingyue International Home and founder of the Soothin brand, who exhibited in the brand pavilion, has a deep understanding of brand expansion overseas. In his view, after decades of OEM processing and continuous transformation and upgrading, the furniture industry has now reached the point where it is time to take brands overseas.
“Our brand exhibition this time takes inspiration from the models of the High Point Market in the U.S. and the Milan Furniture Fair in Italy. Leveraging the complete industrial chain in Houjie, we have created an exhibition platform with a global expression. In the future, we plan to expand to more than ten brands within five years, forming an Eastern design cluster.”
Foreign buyers: 42 suppliers connected in two days
On March 16, the Sourcing, Networking and Matchmaking Meeting was held, providing a direct platform for Dongguan furniture companies to engage in dialogue and exchange with international buyers, distributors, and other stakeholders, significantly improving the efficiency and success rate of trade cooperation.
Mirza Zahid Fiaz, Senior Vice President of the Pakistan Furniture Council, highly recognizes the “Sourcing, Networking and Matchmaking Meeting” as an in-depth matchmaking mechanism. Of the $5 million in pre-signed procurement intentions, about 30% were achieved through this event. In the future, he plans to regularly participate with a procurement team and aims to increase the share of Chinese procurement to 50% by 2025, with a focus on expanding the whole-home customization and smart home sectors.
Mirza Zahid Fiaz is a furniture importer who has been operating in the furniture trade in China for 20 years. In his view, the evolution speed of China’s, especially Dongguan’s, manufacturing industry is impressive. “The original design level of the Famous Furniture Fair has surpassed the samples from the High Point Furniture Market in the US, and the whole-home customization product series is more than 30% richer than the Milan Furniture Fair in Italy.”
Mirza Zahid Fiaz is also the Vice President of the Pakistan Furniture Council. He represented the council in bringing finished furniture as the target for this exhibition. “This year, eight brands, including DeRUCCI bedding and Fubao Sofas, will be the first to pilot the program.”
As Vice President of the Pakistan Furniture Council, he plans to establish a China-Pakistan Furniture Industry Alliance through the council platform, promoting Dongguan companies to set up bonded warehouses in the Lahore Free Trade Zone, with the goal of increasing procurement from the current 35% to 60% within three years.
“The council will also collaborate with the Dongguan Famous Furniture Club to establish a ‘China-Pakistan Design Week,’ introducing Chinese designer teams to enhance the premium value of local products,” Mirza Zahid Fiaz said.
Pavan Chatlani, Managing Partner of the Indian brand Dash Square, owns a home retail network with 35 chain stores covering all of India. The purpose of his participation in this exhibition is to deepen cross-border procurement cooperation, with Chinese products currently accounting for about 40% of his company's global procurement volume.
Attending this year’s Famous Furniture Fair has been highly rewarding. “I have already initiated customized development processes with three Dongguan companies and plan to carry out product localization modifications within six to eight months,” Pavan Chatlani said.
This is also a reflection of Pavan Chatlani;s participation in the Famous Furniture Fair in recent years. Through continuous engagement over the past two editions of the fair, he has established stable OEM relationships with brands such as Huahui and Fubao.
In Pavan Chatlani’s view, China’s supply chain still offers significant cost-performance advantages and is extending into design and research and development. Particularly, bedroom furniture and smart products are becoming consumption hotspots for India's emerging middle class.
Regarding the establishment of the International Furniture Pavilion at this year’s Famous Furniture Fair, Pavan Chatlani believes, “After the establishment of the International Furniture Pavilion, many exhibitors are equipped with English communication skills, which significantly reduces barriers to inquiries and technical exchanges.”
Rana Muhammad Bilal, CEO of AB Pakistan International and one of the overseas buyers at this year’s matchmaking event, believes that the model of thousands of factories in the same pavilion at the Famous Furniture Fair is far more efficient than separate visits, improving efficiency by 300%. In just the first two days, he connected with 42 qualified suppliers.
Rana Muhammad Bilal, a regular at the High Point Furniture Market in the US, thinks, “The breadth of furniture categories and flexible manufacturing capabilities exhibited at the CIFF have now entered the ranks of the top global exhibitions, making it extremely competitive.”
Amidst profound global economic restructuring, the synergistic convergence of international buyers and Chinese furniture enterprises at the International Furniture Pavilion epitomizes the industry’s strategic ascent toward the “smile curve” (value-added R&D and brand dominance), marking a pivotal evolution from “product exports” to “global brand leadership.”
As the bellwether of China’s furniture industry, the launch of the Famous Furniture Fair’s International Furniture Pavilion signals a paradigm shift in Chinese manufacturing—transitioning from isolated product output to integrated global brand ecosystems.
Dongguan’s furniture industry is now at the right moment and right place for “brand expansion overseas.”
