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Recently, under the influence of the China National Expo (Guangzhou) Equipment and Ingredients Exhibition, hundreds of furniture and accessories companies have gathered in Guangzhou, with the blessing of new materials, new colors and new designs, and new achievements have emerged, bringing new imagination to the furniture market.
As the behind-the-scenes force of the furniture industry, the presence of furniture accessories is not strong, but its value should not be underestimated, which deeply affects the quality and competitiveness of finished furniture products.
According to the observation of the big wood research, the furniture accessories market composed of decorative base paper, decorative paper, fireproof board, board, veneer, edge banding, chemical industry, as well as upholstered furniture production materials, interior decoration accessories, finishing materials, drive systems, wood, adhesives, etc., is entering a cycle of frequent events and rising heat.
Especially since 2023, there have been a number of important events in the furniture accessories market, including the trend of the head exhibition, the activation of listing enthusiasm, and the high-dimensional product iteration, etc., which are quite typical phenomena and create more possibilities for the industry to break through.
The head exhibition drives business opportunities to land
In the past years, hundreds of furniture and accessories enterprises have been present at the China National Expo (Guangzhou) Equipment and Ingredients Exhibition, which has gradually formed a grand event in the industry.
In 2024, the momentum will reach a higher level, and the 11 exhibition halls in Area C of the Canton Fair will be fully put into use, and the entire scale will be increased by 40%, and it will be divided into international pavilions, soft home furnishing materials, customized material selection, etc., so that customer needs can be met more accurately.
Among them, the customized furniture materials on the 3rd to 4th floors of Area C have further enriched the categories, and the number of veneer, substrate and film enterprises has been added. More industrial bases were also unveiled, such as the Lin'an Decorative Paper Brand Pavilion in Zone C, the Guangxi Pavilion in Hall 15.4, and the Shunde Longjiang Material Enterprise Group in Hall 16.4.
It is worth noting that the exhibition area has newly used 3 halls on the 4th floor of Area C, covering decorative paper, plates, edge banding, chemical and other categories, providing optimal materials for custom furniture production, bringing together well-known enterprises such as Gaolin, Chaotai, Quanbang, Maofeng, Haimei, and Meihua.
Among the exhibitors, almost all the first- and second-tier brands were present, including Huawang, Qifeng, Dilong, Huali, Shenglong, Tianyuan Huibang, Yaodonghua, Zhihua, Furen, Lushuihe, Liangshi, Yiwei, Huamei, Shengda, Jiadejia, Tianjin, Zhonghong, Huacai Pulin, Colorful Valley, Kangqiang, Shengshide, Brother Yi, Oudeya, Xiongxing, Tianjin, Haimei, Yousheng, Lisheng, Gaolin, Quanbang, Maofeng, Yongmao, Nature, SABA, Taiqiang, Kaijie, Tianye, Baofeite, Tengwei, Enron, Quanli, Zhuokai, etc.
The continuous expansion of the furniture accessories exhibition area and the active participation in the head exhibition reflect the confidence of large and medium-sized furniture accessories enterprises in the market to a certain extent, and also mean that the head exhibition has its unique value in promoting the flow of resources and realizing business opportunities, and has won wide recognition from enterprises.
Product iteration has entered a high dimension
Combined with the situation at the 2024 China National Expo (Guangzhou) Equipment and Ingredients Exhibition, Dazai Research believes that function and design have become the focus of enterprises such as finishing materials, decorative paper, and plates, and strive to embrace the trend with excellent artistic imagination and creativity, and even create a finishing trend to impress users with aesthetics.
Design is the core highlight of the product, and it has become the norm for enterprises to tap inspiration from nature and get creativity from culture. The national tide element has entered a peak period in the design of finishing materials.
For specific cases, we can take a look at the typical products of some companies at the China National Expo (Guangzhou) Equipment and Ingredients Exhibition.
Red cotton plate: Yao Donghua's brand, for three consecutive years as the national tide plate, China's good brand debuted at the exhibition, this time highlighting Daya Dunhuang, the launch of a series of decorative panel products and complete door and wall cabinet integration supporting accessories.
In terms of the design of the exhibition hall, the printed pattern of the brand LOGO is used as the creative image, and Dunhuang elements such as flying and pipa are integrated into it. The exhibition hall is divided into areas such as large boards, core materials, cabinet scene applications and arc landing applications, creating an experience of "high-end customization with red cotton".
Furen: Exploring the inspiration of all things in nature, its "Fantasy Forest" theme exhibition is also quite exciting, creating a deep artistic conception of the forest with finishes, and launching a series of new products such as Sherron, Xisu, and Romani.
Among them, the Sherlang series tells the healing story of natural purity, hope and love, the Xisu series realizes the pure romance of ash wood and the bright and simple Nordic style, and the Romani series, romantic and elegant cherry wood grain color, soft texture and noble temperament, so as to create a high-end veneer with unique charm, quality and fashion.
Raigen: FUREN Fukuto
Dew River: Jilin Forest Industry's brand, launched Changbai and Tingshan series products at the exhibition, attracting a tide of visitors. Its official Weibo mentioned that the former is a natural solid wood veneer water paint board, and the latter is a synchronous pattern series of decorative panels.
The Changbai series won the Excellence Award of the Huazhuan Award. Dew River emphasizes the preservation of the authenticity of natural veneer, injecting the power of primitive, natural, pure and quiet into life, as if swimming in the forest of Changbai Mountain, feeling freedom and enjoying tranquility.
Beautiful: LIAMAX classic wood grains were displayed in a large area at the exhibition, including classic walnut, oak, elegant elm, and vintage-style caramel walnut, creating a calm, warm and rustic feeling.
Source: Liangshi decorative panel official WeChat
At the same time, 172 excimer decorative panels were launched, involving embossed decorative panels, skin dumb panels, etc., moisture-proof and anti-deformation, super stain resistance, smooth surface without orange peel, ultimate skin feeling, soft matte, original design, super texture.
In this exhibition, the exterior wall of Liangshi's booth is inspired by the inner core shavings of the deodorant board, and the design is digital color, which is fresh and natural.
Heveaval: Exhibiting with the theme of exploration, and working with global masters to design, each product has a unique personality and edges, and interprets more possibilities of decorative colors. During the exhibition, HeveaBoard won the "2024 National Huazuan Award for Excellence - Material Innovation" at the China National Expo (Guangzhou).
Whole-Bang: has brought a rich product line, including creative and personalized 3D digital textures, pearlescent plain colors with color clusters, delicate texture patterns and classic logs, etc., to meet the needs of different channels. Among them, the whole state focuses on the introduction of new European wood grain products.
Source: The state's high-end decorative paper official WeChat
Looking at the furniture accessories sector, and combined with the public information of major enterprises, a deep feeling is that the original design level of this industry has entered a very high stage, and the design competition presents a magnificent picture.
The emphasis on function is also the focus of the furniture accessories industry. Reflected in the field of decorative paper, it is continuously improved in terms of light resistance, wear resistance, aesthetics, etc., and has obtained more relevant patents.
Taking Qifeng New Materials as an example, as of the end of June 2023, the company has 27 invention patents such as color veneer base paper for wood-based panel veneer, printing base paper for wood-based panel veneer, and surface wear-resistant paper.
Huawang Technology has 8 world-class decorative base paper production lines, with more than 400 kinds of customized production varieties, and insists on driving the endogenous growth of enterprises with technological innovation, forming a professional R&D team to form a high technical level and mature process system, which can provide downstream impregnated decorative paper and wood-based panel manufacturers with high quality, good performance and saving subsequent processing costs.
Liangshi New Materials released the SPB odorless veneer in this exhibition, using trunk wood, after deep peeling, impurities, washing and other processes, it can ensure that the appearance of the board is clean, the smell is clean, and the physical properties are excellent.
Its products include melamine finishes, PET/acrylic flat pastion finishes, excimer finishes, personalized digital and others. SPB deodorant veneer has both F4 star and ENF dual certification, as well as CDPH test report.
The enthusiasm of the capital market was activated
According to incomplete statistics, there are more than a dozen listed companies in the furniture accessories sector, such as Qifeng New Materials, Huawang Technology, and Juli Culture (Dilong) in the field of decorative paper. Daya Shengxiang, Rabbit Baby, Fenglin Group, etc. in the plate industry.
In addition, Moganshan (Shenghua Yunfeng), Millennium Boat, Jia Ornament and so on have entered the stage of preparing for listing.
Among them, Jia Decoration will start IPO counseling work in 2023 and plan to land on the main board of the Shanghai Stock Exchange.
The Company is engaged in printing decorative paper, impregnated adhesive film paper, PVC home film, plastic floor color printing film, HPL refractory sheet, decorative composite technology wood, 3D digital printing surface material, environmentally friendly water-based ink and other businesses, which are used in customized furniture, wardrobes, flooring, wall panels, integrated home furnishing and other fields.
As early as 2021, there was public information mentioning that Zhejiang Shenghua Yunfeng New Materials Co., Ltd. plans to go public, and its Moganshan takes plates as its main products, equipped with edge banding, hardware, keel and other auxiliary products.
Source: Jiajia New Material Official WeChat
However, Shenghua Yunfeng has experienced several rounds of twists and turns in suspending the issuance and resuming the issuance and listing review. The most recent is on March 31, 2024, and Shenghua Yunfeng needs to submit additional financial information.
The millennium boat, which is mainly engaged in decorative plates, functional boards, and basic plates, plans to be listed on the main board of the Shenzhen Stock Exchange, and the raised funds are intended to be used for high-end furniture board projects with an annual output of 400,000 cubic meters, and low-carbon building materials (wood and bamboo) R&D center construction projects.
One possibility is that with the head brand bigger and stronger, the ability to embrace the capital market of furniture accessories enterprises will continue to increase.
Dazai Research believes that in addition to improving competitiveness from products, channels, terminals, services and other links, with the help of the capital market, it may also complete another leap in strength.
The growth momentum is worth looking forward to
In recent years, even though the situation of the entire furniture industry is not optimistic, the demand for plates, decorative paper and other categories has not been greatly impacted, and the performance of some companies is better.
Strong support is provided on the demand side.
A common phenomenon is that high-value home furnishing products are widely popular, man-made panels provide better solutions, and the proportion of board veneers continues to increase, which in turn drives the growth of demand for mid-to-high-end home decoration base paper and various finishing materials.
At the same time, many large and medium-sized home furnishing enterprises have taken multiple measures to successfully stabilize their performance and even achieve performance growth, thereby ensuring the purchase of furniture accessories, and some furniture accessories enterprises have successfully achieved growth.
Taking the decorative paper category as an example, according to the data of the China Forest Products Industry Association, from 2011 to 2021, the sales volume of decorative base paper in mainland China increased to 1.2055 million tons at a compound growth rate of 8.46%, and the growth scale is extremely considerable. Production and sales will decline in 2022, and the data for 2023 has not yet been disclosed, but there is a high probability of turning the situation around.
According to the report of Linzi Rong Media, in 2023, the decorative paper industry in Zhutai Town will overcome downward pressure and achieve a contrarian rise, from January to October, the main business income will be 3.356 billion yuan, a year-on-year increase of 12.38%, and the tax revenue will be 134 million yuan, a year-on-year increase of 198.75%. The place proposed that the decorative paper industry in Zhutai Town should move towards a 10-billion-level industrial cluster.
Specific to key enterprises, taking Qifeng New Materials as an example, the revenue in the first three quarters of 2023 will be about 2.713 billion yuan, a year-on-year increase of 10.37%. In the first three quarters of 2023, Huawang Technology's operating income was 2.984 billion yuan, a year-on-year increase of 19.86%, and the net profit attributable to shareholders of listed companies was 397 million yuan, a year-on-year increase of 20.02%.
In addition, the rise of the concentration of the furniture accessories market, the multi-category layout, and the provision of overall accessories solutions for the integration of doors and wall cabinets, the customization of the whole house, etc., are also key events that are taking place.
Overall, the industry as a whole is showing an upward breakthrough situation, the market is promising, and the powerful people who take the initiative will embrace more opportunities.