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When industries and enterprises enter the mature stage, going global often becomes a strategic choice for top companies. Nowadays, after long-term development, China's custom home industry has strong manufacturing capabilities, a complete supply chain system, and mature business models, making it the right time to go global. Under the influence of multiple factors such as changes in domestic and international market environment and industrial upgrading, expanding overseas markets has become a common demand for upstream and downstream enterprises in the custom home industry chain.
On March 27th, the first day of the 14th Guangzhou Custom Home Exhibition x Light and High Customization Exhibition, guided by the Guangdong Custom Home Association and Guangdong Wardrobe Industry Association, hosted by Bojun Media and Custom Observation, and supported by Yongte Nai, the "GO GLOBAL: Custom Home Going Global Conference" was grandly held in Hall 6 of the Guangzhou Custom Home Exhibition, focusing on the industry's attention to the topic of "custom home going global" and seeking new paths for development.
Professor Gao Feiyi and doctoral supervisor at the School of Economics and Management, Harbin Institute of Technology; Li Jiacong, President of Guangdong Customized Home Furnishings Association and General Manager of Shangpin Home Delivery; Zheng Shengcai, Chairman of Malaysia Interior Decoration Partner Association (MIIP); and Mr., Deputy Secretary General of Indonesia Furniture and Handicraft Industry Association TANANGGA KARIM， Pan Xiaozhen, President of Gold Medal Home Furnishings, Xiao Qingping, Vice President of Zhibang Home Furnishings, Li Peng, Deputy General Manager of Shangpin Home Delivery, Wang Lizhi, Head of Sofia Overseas Retail, Zeng Yong, Secretary General of Guangdong Customized Home Furnishings Association and Guangdong Wardrobe Industry Association, Founder of Guangzhou Customized Home Furnishings Exhibition and Indonesia International Customized Home Furnishings Exhibition, Meng Hui, Deputy Secretary General of Guangdong Customized Home Furnishings Association, Executive Vice President of Guangzhou Customized Home Furnishings Exhibition, and initiator of the Customized Home Furnishings Overseas Conference, and other experts and scholars, as well as domestic and foreign industry leaders, gathered to explore the opportunities and challenges of China's customized home furnishing industry going global.
Leading industrial model
Advancing towards a mature global market opportunity
Under the wave of economic globalization, China's custom home industry has ushered in new opportunities for going global, but also faces many challenges, and is currently in a critical historical period of development. In 2019, Guangzhou won the title of "Global Customization City" awarded by UNIDO, which demonstrated the progressiveness and competitiveness of China's customized home furnishing industry model in the global market, indicating that China's customized home furnishing industry has a solid foundation and favorable conditions for going global, providing a strong endorsement for the industry to further expand overseas markets and enhance its international influence.
Li Jiacong, President of Guangdong Customized Home Association and General Manager of Shangpin Home Delivery, pointed out that the globalization of the customized home industry is an important step for China's intelligent manufacturing to go global and an inevitable choice for enterprise growth. However, it is not easy for customized home furnishings to go global, and the core challenge lies in how to perfectly implement the industrial model of deep integration of manufacturing and service industries overseas.
In response to this challenge, Li Jiacong proposed three thoughts and initiatives: firstly, based on "quality", to build a good reputation for China's customized home industry in the global market; Secondly, using "innovation" as the engine, explore new models for overseas development; Finally, using "cooperation" as a bridge to achieve localized industrial development. He emphasized that in the process of customized home furnishings going global, the value of cooperation far outweighs competition, and the future market also contains unlimited opportunities.
Zeng Yong, Secretary General of Guangdong Customized Home Association, pointed out that China's customized home industry has undergone significant changes. This year's Guangzhou Customized Home Furnishings Exhibition has also upgraded from an industry platform to an ecological platform, aiming to promote industry upgrading, assist enterprises in expanding domestic channels such as design, complete supply chain, and renovation, integrate resources, and build a new ecosystem. Through this customized home furnishing overseas conference, the association has established an overseas service platform, inviting overseas entrepreneurs to share their experiences, connect global resources, and help enterprises explore overseas markets. The association and exhibition will fully leverage their influence to promote the high-quality products and services of customized home furnishings in China to go global, improve the quality of life for consumers, and create a beautiful smart home.
Decoding overseas markets
Internationalization Practice of China's Customized Home Furnishing Industry
In his speech on "Deep Internationalization of Enterprises", Professor Gao Feiyi from the School of Economics and Management at Harbin Institute of Technology and doctoral supervisor focused on the internationalization layout of enterprise markets. He pointed out that Chinese enterprises' entry into the international market is a reflection of the country's overseas strategic layout. He encouraged overseas enterprises to explore potential markets with the help of the "the Belt and Road" and provide implementation methods and solutions.
In 2024, the Guangdong Customized Home Association organized multiple overseas inspection teams, covering Europe, the Middle East, and Southeast Asia. Through on-site visits, it was found that emerging markets such as the Middle East and Southeast Asia have vast market space due to the booming development of infrastructure, real estate, and consumption.
Zheng Shengcai, Chairman of the Malaysian Interior Decoration Partners Association (MIIP), introduced that Malaysia has a superior geographical location and will serve as the rotating chair of ASEAN in 2025. Its economic policy is open, with a GDP growth of 5.1% in 2024 and trade volume accounting for 132% of GDP. Strong growth in construction and real estate has driven home exports. At the same time, the growing demand for high-quality furniture in the local area provides broad prospects for export and cooperation for Chinese enterprises, and the potential for customized home furnishing market is enormous. But the Malaysian home industry is led by designers, and Chinese home furnishing companies need to consider how to effectively connect with local designers to achieve smooth product implementation.
Mr., Deputy Secretary General of the Indonesian Furniture and Handicraft Industry Association TANANGGA KARIM provides a detailed analysis of the current development status of the Indonesian home industry. The industry began to develop mainly in woodworking skills in the 1980s and established an association in 1988. In 2024, the export value of Indonesian home furnishings will increase by 5.6% compared to 2023, mainly exported to North America, Europe, Japan and other places, with wooden materials as the main product; Meanwhile, imports increased by 10%, mainly from China and Vietnam. In terms of residential construction, due to the promotion of the new relocation plan, the growth rate of residential construction will be significant from 2022 to 2024. The Indonesian custom home market is full of opportunities and consumer demand is constantly growing.
Pan Xiaozhen, President of Gold Medal Home Furnishings, shared the development history of China's custom home industry and Gold Medal Home Furnishings' overseas experience, providing reference for Chinese custom home furnishing enterprises to go global. Looking back at the overseas journey of Gold Medal Home Furnishings, it started its business in 1999, introduced European equipment in 2004, and began exploring going global in 2015, focusing on key markets such as the United States, Canada, Australia, Singapore, Malaysia, and Thailand. The establishment of overseas factories stems from the adherence to long-term principles. In order to achieve rapid local delivery and repair, it is necessary to combine the back-end production base with the front-end satellite factory. In terms of overseas strategy, Gold Home focuses on cultivating key markets, tailored to each country, emphasizing delivery, cultivating strategic partners, adjusting brand strategies according to the market, and going global together. Looking ahead to the future, Gold Home has formulated its vision 2030, hoping to achieve a reasonable proportion of overseas revenue and become a leading brand in going global.
Dual platform empowerment of exhibitions and associations
Embark on the Path of China's Customized Home Furnishing Industry Going Global
In the context of globalization, China's custom home industry is facing vast development space and many challenges. Meng Hui, Deputy Secretary General of Guangdong Customized Home Furnishings Association, focuses on the internationalization of customized home furnishings, analyzes the current situation and problems, introduces the association's services and overseas exhibition projects, and elaborates on the platform's original intention to promote the industry's internationalization. The challenges faced by customized home furnishings going global, at a macro level, require companies to be familiar with the political, cultural, legal, and other situations of different countries; At the industry level, there is insufficient market cultivation, a large talent gap, and difficulties in obtaining resources. Therefore, at the beginning of the era of overseas development of customized home furnishings in China, both the Guangdong Customized Home Furnishings Association and the Guangzhou Customized Home Furnishings Exhibition hope to provide assistance for the customized home furnishings industry.
In 2025, the Guangzhou Customized Home Furnishings Exhibition officially begins its journey to the world. From July 23rd to 26th, Guangzhou Custom Home Exhibition will work together with the 24th Malaysia International Architecture, Interior Design and Building Materials Exhibition (ARCHIDEX) to create a nearly 500 square meter "Malaysia China Custom Home Zone", and hold business activities such as the "Malaysia China Custom Home International Exchange Forum" and the "China Custom Home Navigation Program - Malaysia Station" inspection team. This will be the first time that China's custom home industry has appeared in overseas markets with the collective image of the industry.
From September 24th to 26th, Guangzhou Custom Home Exhibition will jointly host the Indonesia International Custom Home Exhibition (ICHF) with Indonesia's veteran exhibition companies MPM and AMARA GROUP. The exhibition covers an area of nearly 5000 square meters and is expected to involve over 200 Chinese and ASEAN companies. This will be the first overseas exhibition named "Customized Home Furnishings" outside of China.
At the same time, the association established the "Overseas Development Service Platform" this year, aiming to gather industry participants going global, gather wisdom, experience, resources, and capabilities, and explore overseas markets. The platform will leverage the public service function of the association, extensively connect with overseas professional resources, provide research, communication, investigation, training and other services, use industry synergy to go overseas, use platform hierarchy to obtain resources, use collective wisdom to resist risks, use teamwork to cultivate the market, and share achievements with the spirit of sharing.
Subsequently, witnessed by numerous industry leaders and guests, the Guangdong Customized Home Association's "Overseas Service Development Platform" was officially launched and established. The establishment of this platform signifies a steady and solid step for China's custom home industry in the process of globalization.
In the Super Dialogue segment, Meng Hui, Deputy Secretary General of Guangdong Customized Home Furnishings Association, served as the host, and together with guests such as Pan Xiaozhen, President of Gold Medal Home Furnishings, Xiao Qingping, Vice President of Zhibang Home Furnishings, Li Peng, Deputy General Manager of Shangpin Home Delivery, and Wang Lizhi, Head of Sofia Overseas Retail, they took the stage to engage in in-depth dialogue on the theme of "How to embark on the path of customized home furnishing industry going global from the perspective of opportunities and risks.
The dialogue focused on the overseas strategy of the custom home industry, comprehensively exploring the necessity, market characteristics, difficulties faced, and response strategies from multiple dimensions, and calling for industry unity and cooperation to jointly explore overseas markets.
Guests pointed out that Chinese custom home furnishing companies must fully recognize the persity and complexity of overseas markets, and it is difficult to achieve success simply by replicating domestic models. Although overseas markets are full of challenges, their enormous potential cannot be ignored. Enterprises need to be fully prepared, adopt a gradual and in-depth strategy, and avoid superficial exploration. In overseas projects, enterprises should closely cooperate with local service providers to achieve localized operations and improve domestic production standards to meet international market demands.
At the same time, companies need to carefully decide whether to build factories overseas based on their own situation, considering factors such as responding quickly to market demand, establishing trust, and avoiding trade barriers. For small and medium-sized enterprises, they should focus on a single market and enhance their competitiveness through deep cultivation and meticulous work.
At present, not only custom home furnishing enterprises are going overseas, but also suppliers that connect upstream and downstream are also targeting overseas markets. Cheng Hanwen, Vice President and General Manager of International Business Center of Yongtenai, also shared at the Custom Home Going Global Conference how Yongtenai has built a global competitive network through a new ecological model and unlocked a new path for the adhesive industry to go global.
The Chinese custom home industry has entered a new cycle of global strategic upgrading. Based on the momentum of the "GO GLOBAL: Customized Home Going Global Conference", the Guangdong Customized Home Association and the Guangzhou Customized Home Exhibition have built a dual platform collaborative empowerment system, fully leveraging their own advantages to integrate resources and provide comprehensive support for the Chinese customized home industry. By consolidating industry strength, jointly addressing challenges and seizing opportunities, building an efficient and collaborative overseas service ecosystem, helping enterprises confidently step onto the world stage and embark on the path of industry going global.
来源：环球邮报中文网
标题：欧派、索菲亚、志邦、尚品宅配、金牌齐聚，定制家居出海大会传递出什么信号？
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