The industry’s crème de la crème share invaluable insights that have helped them to stay successful. Here are some comments from winners of the Asian Furniture Leadership Award and Malaysian Furniture Leadership Award.
"Focus will remain on securing strong cash flow and value for money furniture in 2010. Buyers need the freedom to act rather than react.
To best suit these needs companies have to focus on: short lead times, reliability, as well as fast-running, safe, and value-driven products. In addition to this, we believe companies that are able to supply a wide range of products will be stronger, as they bring efficiency to the value chain.”
Malaysia, Aik Chee Furniture Sdn Bhd
Mr Roger Tee Seng Chee
• Outstanding Young Leader Award
• Product Excellence Award
"The main challenges faced by the Malaysian furniture industry are the recent government labour changes – in which it had restricted the number of foreign workers into Malaysia, as well as the lack of support the government gives in terms of tax waivers and exemptions."
Singapore, Air Division Pte Ltd
Mr Michael Toh
• Asian Furniture Leadership Award
“Buyers are always looking for something different that will allow them to find their unique selling point. In this competitive industry, this is extremely crucial for them to find this niche and stand out.
This is not just for this year but for every year. As we do not follow trends but make our own, many buyers find our collection different and interesting.
Price may not necessarily be an issue, although it does factor into the decision process, but more importantly, it is what makes the difference in appearance, design, quality that matters.”
Malaysia, Artak Design Sdn Bhd
Mr Albert Tong Chin San
• Brand Excellence Award
"Although Malaysian furniture is of better quality, the future does not look bright as we continue to face strong competition from China. We need stronger support from the Malaysian government. Companies also have to be flexible and strengthen their international presence."
Vietnam, Dai Phuc Hung Thinh Co, Ltd
Mr Mai Nguyen Ngoc An
• Asian Furniture Leadership Award
"Other than new products, buyers will also want new models of existing collections. Prices should not change much from 2009. In addition, the products must be made using certified wood. In this case, FSC certification is a priority. Teak products that are not FSC-certified will go down on a declining trend. The combination of wicker and aluminium or stainless steel will be interesting. Last must not least, these furniture must be delivered on time.”
中国 东莞市慕思寝室用品有限公司
China, De Rucci Beddings Co., Ltd
王炳坤 Mr Wang Bing Kun
• Asian Furniture Leadership Award
“Buyers will want more personalised products and services. At the same time, the product’s market leadership status and price competitiveness will make it more attractive.”
Malaysia, Deep International Sdn Bhd
Ms Candice Lim Le Lan
• Product Excellence Award
• Service Excellence Award
"To obtain better selling prices and maintain competitiveness, the Malaysian furniture industry should focus on brand-building, as well as the designing and production of more innovative and original furniture pieces."
中国 东莞市城市之窗家具有限公司
China, Dongguan Window of City Furniture Co., Ltd
王东升 Mr Wang Dong Sheng
• Asian Furniture Leadership Award
“I have huge hopes and faith in Asian furniture. Right now, the global power structure is changing. The West used to dominate the world market but this strength is shifting to the East now. This is a rare and valuable opportunity for us. Therefore in five to 10 years’ time, Asian furniture industry will collectively grow stronger and become the trendsetter in the mainstream.
Right now, Asian furniture is still at its growing phase. Areas of design, production technology and brand building still need improvements. Nonetheless, this growth will be rapid.”
Malaysia, Euro Holdings Bhd
Mr Lew Fatt Sin
• Asian Furniture Leadership Award
• Malaysian Entrepreneur Of The Year Award
• Brand Excellence Award
• Product Excellence Award
“The Asian furniture industry will remain uncertain in the short term but will achieve satisfactory growth rate when the global market recovers eventually. Demand for furniture would be more apparent in countries with higher developing growth rate and in newly opened–up markets. For the Office market, we feel that buyers from Western countries will still be focused on design and giving more attention to eco-friendly materials.”
Malaysia, G-Orient Industries Sdn Bhd
Mr Soon Yit Siang
• Corporate Social Responsibility Award
"Malaysian furnture is still very competitive, in fact, more competitive now. In the past, we used to face considerable competition from China and Vietnam. Now, our solid wood furniture is enjoying very good prospects, because our costs have remained relatively stable as compared to these two countries. Component supply is also not a problem. My company attends the major exhibitions like IMM Cologne to keep abreast of the latest technology, so as to provide my clients with quick delivery and updated components."
Malaysia, Green Continental Furniture (M) Sdn Bhd
Mr Ooi Ah You
• Asian Furniture Leadership Award
• Product Excellence Award
"The Malaysian furniture industry should brand itself as an unique player, not only in terms of pricing, delivery and quality, but also as a value providing partner, eco-friendly manufacturer and producer of original Asian-designed products."
Singapore, Haleywood Industries Pte Ltd
Mr Ong Kim Chuan
• Asian Furniture Leadership Award
“What buyers want in 2010 will be what they have desired all along. Buyers will require on-time delivery, high standards of quality, marketable products as well as good customer service. These standards are the solid foundation of any business relationship, have been the measure of companies before the recession, during the recession and will be the standards after it.”
Malaysia, Hin Lim Furniture Manufacturer Sdn Bhd
Mr Thomas Lim Hock Chuan
• Asian Furniture Leadership Award
• Product Excellence Award
• Service Excellence Award
"It is hard to see the demand yet but the IMM Cologne show in January 2009 will be a very important show for us and for other Asian suppliers. If the response gathered at the show is good, it will be a good indication that 2010 will most likely be a better buying season than 2009."
Malaysia, Home Upholstery Industries Sdn Bhd
Ms Tee Hwee Ing
• Asian Furniture Leadership Award
• Product Excellence Award
"Asian furniture enterprises will have to focus more on brand building. As customers are increasingly looking for a one-stop sourcing platform of all kinds of furniture, businesses will also have to diversify their product range and include a more thorough collection of furniture."
Thailand, Image Intermarketing Co., Ltd
Ms Nuntawee Pitakteeratham
• Asian Furniture Leadership Award
“Good designs combined with great prices - this will still be the trend for 2010. Manufacturers should also be consistent in terms of quality, and on-time delivery is always a must. ”
Malaysia, Inart Furniture Sdn Bhd
Mr Eom Tae Hun
• Brand Excellence Award
• Product Excellence Award
"Buyers are looking for a furniture seller that provides consultation and allows them to buy whatever they need for their homes and offices under one roof. Malaysian furniture enterprises should hence focus on producing an entire range of furniture in which the designs are also highly original."
Singapore, Innoplan Technology Pte Ltd
Ms Ivy Seah
• Asian Furniture Leadership Award
"With the growth of green building over the past years, Innoplan anticipates that in 2010 there is further growth of consumer interest in green products. The demand for healthier construction materials, indoor furnishings are increasing and consumers are looking for products which are being certified for indoor air quality.”
Malaysia, Isotop Corporation Sdn Bhd
Mr Manfredd Ng Hak Khin
• Brand Excellence Award
"The increasing cost of rubberwood and the lack of local participation and high dependence on foreign labour are some of the challenges facing the Malaysian furniture industry today. The latter especially, is made worse by the inconsistent labour policies with regards to on the intake of foreign labour in 2009."
Singapore, Lorenzo International Ltd
Mr James Goh
• Asian Furniture Leadership Award
"Buyers would want to patronise more reliable manufacturers and obtain better bargain products without any compromise on its design and quality."
Malaysia, LY Furniture Sdn Bhd
Mr Tan Kwee Chai
• Asian Furniture Leadership Award
• Corporate Social Responsibility Award
“We have to actively and laboriously follow the current trends, as well as upgrade our product quality and production skills. These are the only ways for Malaysian furniture to stay competitive in the world market. At the same time, we have to constantly be on our toes to adapt to any market adjustments. Change is the only constant, and therein lies all our solutions. To achieve this, we also must come out of our shells and comfort zones, and find out what's new in the market, and be driven to innovate.”
Vietnam, Rare Dragan Co. Ltd
Mr Dragan Mladenovik
• Asian Furniture Leadership Award
"In 2010, Buyers will shift towards well designed and smaller dimensioned furniture that is easy to maintain. As many people are shifting to work more and more from home, the demand for home office furniture (utilitarian) will be in upswing. We will se also a surge in (specifically with younger educated people) affordable and eco-friendly furniture. As above, lifestyle and branded furniture will get more attention around the world.”
Malaysia, Shantawood Manufacturing Sdn Bhd
Ms Cheryl Fong Hui Fong
• Outstanding Woman Leader Award
"We are equipped with the latest technology knowledge and customers trust the quality and workmanship of Malaysian produced pieces. With the global economy improving, the outlook remains bright for us. Despite that, stronger support is also needed from the local government to ensure the viability of our operations."
Singapore, Star Furniture Pte Ltd
Mr Richard Koh
• Asian Furniture Leadership Award
"We can expect slow recovery for Europe and the US, although emerging markets of Eastern Europe, Latin America and Asia will be growth markets for most furniture players in Asia. The global financial crisis has brought about some consolidation in the furniture industry worldwide. You can expect those who had emerged from the economic downturn with strong resilience to do well in 2010."
Malaysia, Wegmans Furniture Industries Sdn Bhd
Mr Collin Law Kok Lim
• Outstanding Young Leader Award
• Product Excellence Award
"If the US currency does not depreciate any further, the prospects of the Asian furniture industry are good as we see a steady rise in the number of orders coming in recent months."
Malaysia, Wysen Industry Sdn Bhd
Mr Kenny Low Chin Koon
• Outstanding Young Leader Award
“Comparatively, Asia’s economy is strong and stable. With the region’s large population, I am confident that Asians will quickly become the biggest furniture consumers in the world.
As an office-furnishing exporter from Asia, I feel the strategy should be to focus on domestic and regional demand. Not only is Asian consumption growing quickly, the close proximity will help me, and my buyers, save on transport costs. This geographical advantage, coupled with Malaysia’s natural resources supply in rubberwood, put us in good stead”.
“In five to 10 years’ time, more Asian furniture brands will surface, and these will be brands that have competitive edge over European ones. For now, we will have to improve on design, management and branding. Given our relatively stable economies, lower production costs, as well as speedy growth rates, we are in a very advantageous position to take on the future.”
Malaysia, Zone Furniture Industries Sdn Bhd
Mr Jamaludin Murad
• Outstanding Bumiputera Leader Award
"We have to be more pro-active in promoting Malaysian designed and produced furniture to the world. We have to create a unique identity and lifestyle the world can associate with when they think of "Malaysian furniture."
Current issue:
March/April 2010
To Gather Again In March
Every March, the international furniture community gears itself up for a jam-packed calendar. Starting with MIFF in Kuala Lumpur and to finish with the CIFF-Office Show at the end of March, buyers and suppliers gather in Asia for the latest products and designs the region has to offer. This is in the form of more than a dozen exhibitions running back-to-back.
