—— 2nd Session of Shenzhen Furniture Assoc.'s "Global Market Expansion & Supply-Demand link" Series
On the afternoon of August 28th, the second session of the "Exploring the Global Market and Facilitating Supply and Marketing Connection" series of activities organized by the Shenzhen Furniture Industry Association - "Business Negotiation Meeting of Johor Bahru Furniture Mall" was successfully held. Zuoyou Furniture, Qicai Life, Noah Home, Yalan, Meiya, Langsheng Whole House Decoration, Meiting Home Furnishing, Qisheng Technology, Meichun Furniture, Huayi Home Furnishing, Dixin Furniture, Huamei Ju, Marunqi, Shushi Smart, Ailin Smart, Chuangfu Yijia, Fuli Fareer, Yuanfangyuan, Yifeng Industrial, Renhao Furniture, Bosen Home Furnishing, Mutukeren, Donggang Jiasheng, Chuangpin Whole House Decoration, Yibaijia, Yunzhimian More than 30 representatives from furniture enterprises participated in this event.
Johor Bahru Furniture Mall, located in Johor Bahru, the capital of Johor state, Malaysia, is operated by the Singaporean enterprise Homes of Homes Furniture Pte. Ltd. Jointly operated with IM Holdings Pte. Ltd.
Johor Bahru Furniture Mall, covering an area of 16,800 square meters, is located in the Malaysian area. The costs such as site, personnel and taxes are significantly reduced compared to Singapore. Surrounding it are home furnishing and building materials markets such as Super Ceramic Tiles and Jubin BMS. It is only a 20-minute drive from Singapore and attracts a large number of Singaporeans to shop here.
Lin Qiao
Homes of Homes Furniture Pte. Ltd. Executive Director
Former president of the Singapore Furniture Industry Association
Homes of Homes Furniture Pte. Ltd. Mr. Lin Qiao, the executive director, graduated from the National University of Singapore with a Bachelor of Business Administration degree, majoring in Operations Management. He used to be the president of the Singapore Furniture Industry Association and operated a furniture store in Singapore. With over 28 years of experience in the furniture industry, he is familiar with the aesthetic preferences, consumption demands, and customization and after-sales resources of Singaporean consumers.
Xiao Fuxiang
Founder and Chief Executive Officer of IM Holdings Pte. Ltd
Mr. Xiao Fuxiang, the founder and CEO of IM Holdings Pte. Ltd., has been operating IM Logistics for 32 years. He has 37 distribution centers in 17 countries and is proficient in customs clearance, warehousing and distribution in Singapore and Malaysia. He has helped 22 Chinese enterprises such as Xiaomi enter the smart home market in Singapore and Malaysia. We have been operating a 600-square-meter smart product showroom in Singapore for five years, and our monthly sales have continued to grow.
Project Investor: GREAT GROUP HOLDINGS LIMITED. Mr. Weng Wenwei, Founder &CEO The company was listed on the main board of the Singapore Stock Exchange on September 25, 2009. Its 3Wgreat innovative one-stop clothing supply chain platform provides full-chain services for customers in Europe and America.
Market analysisSingapore: Homeownership rate of 91% (mainly government public housing), population of 6 million, annual furniture market size of 15 billion RMB (continuously growing); The annual delivery of apartments will be 20,000 units (increasing to 50,000 units after 2027). Residents pay attention to style and size and are less sensitive to price.
Malaysia: Homeownership rate 76% (leading in Southeast Asia), attracting investment reaching 68 billion RMB in 2024, with a sharp increase in new housing projects and factories. Adjacent to Singapore, it can reach the Singaporean customer base, and the demand for furniture is strong.
Target customer group positioning: Mid-to-high-end furniture consumers in Singapore, Malaysia and surrounding areas.
Cooperation mode
Full management: Furniture Mall is responsible for the overall operation
1. Transportation and after-sales service: The products of the settled enterprises can be placed in the forward warehouse in Guangzhou and consolidated by IM Holdings for transportation to the bonded warehouse or shopping mall in Malaysia (enterprises can also choose to transport by themselves); The product will be delivered and installed by IM Holdings after sale.
2. Sales Assistants: Sales assistants are trained and managed by Furniture Mall. The basic salary is included in the venue rental fee and no additional payment is required.
3. Publicity and Marketing: Furniture Mall is responsible for publicity and promotion, attracting traffic through offline activities, designer gatherings, and new media such as Facebook, Google, and Xiaohongshu; Jointly complete the engineering orders in Singapore and Malaysia with cooperative enterprises.
The representatives attending the conference introduced the strength of their own companies and their overseas operation strategiesThe representatives attending the meeting spoke one after another, introducing the strength of their respective companies and their overseas operation strategies.
Shenzhen Zuoyou Furniture Co., LTD. : With sofas as its core, it has extended to all categories of living rooms, dining rooms and bedrooms. In recent years, it has shifted from "product export" to "brand export". Within two years, it has signed up over 20 dealers in 8 countries and plans to globally layout three types of store formats: "finished product stores + custom integration stores + whole home experience centers".
Seven Color Life Group Co., LTD. : Dual-brand operation. "Seven Color Life" focuses on high-end children's furniture, while "Morgan Family" specializes in high-end American-style and light luxury furniture. Currently, it has completed the supply of villa projects in Malaysia and possesses the ability to provide full-case design. We plan to have more sales channel opportunities in Malaysia and Singapore.
Shenzhen Huamei Ju Furniture Co., LTD. : Specializing in traditional American, new classical and modern minimalist style products, with OEM business as the core, it proposes sample provision and customization cooperation models.
Shenzhen Huayi Integrated Home Furnishing Co., LTD. : Focusing on high-end modern minimalist sofa brands, it has 200 domestic exclusive stores. In 2025, it plans to expand into overseas markets, adopting the model of "agency in major cities + agency in minor countries". It has already set up stores in India, Kuwait and Portugal, and plans to open a store in Paris in November.
Dongguan Dixin Furniture Factory Co., LTD. : Specializing in high-end modern civilian furniture and full-case design, it has completed over 1,000 civilian projects in China. Its products comply with Italian standards and can provide one-stop services from design to decoration and furniture matching.
Shenzhen Chuangfu Yijia Design and Custom Furniture Co., LTD. : 20 years of custom experience in Hong Kong, serving the "Hui Shi Group" in Hong Kong (40 stores), with the ability to customize entire real estate projects and hotels. In recent years, it plans to expand into overseas markets. We hope to participate in the market research organized by the project party in Singapore and Malaysia and connect with local designer resources.
Shenzhen Ailin Smart Home Technology Co., LTD. : Focusing on the smart height-adjustable table and chair market, with product positioning in the mid-to-high-end range, it has 40 offline stores in China and sells to the United States and Singapore through the O2O model. It possesses the design capability to integrate smart applications with traditional furniture.
Qisen Technology Co., Ltd. mainly deals in smart mattresses and smart pillows, featuring AI adaptive adjustment and electric heating functions. It has an agent in South Korea and plans to expand into the Singapore market.
Guangdong Meichun Furniture Manufacturing Co., LTD. : The company's main products are high-end office furniture OEM (cooperation with global top brands) and agency of the German bullfrog brand. The enterprise provides office furniture matching for the Southeast Asia headquarters Economic zone and supports advertising cooperation in model rooms.
Shenzhen Fuli Farrell Furniture Manufacturing Co., LTD. : Specializing in soft sofas and soft beds, our products cover both functional and casual styles. Currently, our main export markets are Europe (the United Kingdom, France, Germany, with stable customers) and Asia (South Korea, with customers who have cooperated for over 20 years). At present, we have not yet expanded into the markets of Singapore and Malaysia. We hope to take this opportunity to explore these two markets.
Shenzhen Langsheng Integrated Decoration Technology Co., LTD. : With nearly 20 years of industry experience, it previously focused on domestic commercial space decorative materials and integrated decoration services. Since accepting overseas orders, it has deeply felt the huge development space overseas.
Noah Home Furniture (Guangdong) Co., Ltd. specializes in modern-style furniture. Previously, it focused on the domestic market, and its foreign trade business was developed by participating in furniture exhibitions. Now, it plans to prioritize the expansion of overseas markets.
Hangzhou Marunqi Furniture Manufacturing Co., LTD. : Focusing on American-style furniture, deeply cultivating the American market, emphasizing original designs of modern light luxury, targeting top-tier customers, and having a high market recognition due to its "relatively high price".
Shenzhen Yunzhimian Technology Co., LTD. : The company mainly operates a series of smart products such as smart mattresses and smart pillows, and hopes to expand its market in Singapore, Malaysia and other places.
Interactive Q&A
After the project party's introduction and the enterprise's self-introduction, both sides have gained a preliminary understanding. Representatives of the participating enterprises raised inquiries regarding cooperation details, market demands, risk control and other issues.
▲ Is the exhibition hall designed and built by the brand owner or by the store owner?
▲ Mix and match different brands and categories or create independent Spaces for each brand?
▲ Our company has agents in Singapore and Malaysia. Currently, we are looking for a store. Could our agents cooperate?
▲ What specific measures are there to ensure that the high-end products of the furniture store are recognized by the Singapore market when it is positioned as mid-to-high-end?
▲ Does the store service cover the measurement, installation and after-sales for customized customers?
▲ How should the operational responsibilities of the resident enterprises and the store owners be divided?
▲ Are there any audiences for smart home products priced between 20,000 and 100,000 RMB in Singapore and Malaysia?
▲ Will the store organize activities to assist in connecting with franchisees in Singapore, Malaysia and surrounding areas?
The project team of Johor Bahru Furniture Mall answered one by one.
The project team of Johor Bahru Furniture Mall answered one by one.
Signing ceremony
Shenzhen Zuoyou Furniture Co., Ltd. has conducted multiple rounds of negotiations with Johor Bahru Furniture Mall in advance. Taking advantage of this matchmaking event hosted by the Shenzhen Furniture Industry Association, a formal signing ceremony was held. Left and Right Furniture is represented by Qin Wen, The marketing general manager of the Overseas Division, and Johor Bahru Furniture Mall is operated by its company The Cable Factory Sdn. Bhd. Mr. Xiao Fuxiang, the co-founder, is a representative. The two sides officially signed the agreement at the event site of the "Expanding Global Markets and Facilitating Supply and Marketing Connections" series of activities organized by the Shenzhen Furniture Industry Association [Phase 2]. More than 30 enterprise representatives witnessed the event together.
Shenzhen Zuoyou Furniture Co., Ltd. VS The Cable Factory Sdn.Bhd.
Have in-depth discussions on cooperation
After the event, the atmosphere remained lively. Guests both inside and outside the venue engaged in continuous exchanges. Enterprises, business partners, and peers were still actively connecting projects, discussing cooperation points and development strategies in overseas markets, and seeking common development through experience sharing.
As the domestic furniture market enters a stage of competition for existing customers, overcapacity, and internal competition within the industry, the profit margins of enterprises have been continuously compressed. "Survival and breakthrough" have become the core demands of Chinese furniture enterprises. However, the construction and renovation in many developing countries overseas are still at the level of China in the 1980s and 1990s. There is huge potential for the potential consumer demand to rise. Expanding overseas markets is becoming an important direction for Chinese furniture enterprises to break through the current development bottlenecks.
The Shenzhen Furniture Industry Association will continue to play the role of a bridge and link, hold multiple overseas resource connection activities, build an efficient "supply and sales" connection platform, help enterprises precisely link overseas resources, promote the industry to actively shift from "internal competition" to "external expansion", and open up new development paths. We hope to combine the sales channel resources of overseas project parties with the product advantages of participating enterprises to reduce the difficulty of market expansion, gradually accumulate overseas business operation experience, and enable Chinese furniture enterprises to achieve a breakthrough from "white label" to "high-end brand" in the global market.
