——Passion ignites the “sacred flame†of the 2014 Zhongshan Redwood Exhibition
The slogan "Innovation leads the future" has become a powerful statement across various scientific and technological fields, and now it is also gaining significant recognition in China's traditional mahogany furniture industry. As part of this trend, the 2014 China (Zhongshan) Redwood Furniture Cultural Expo, held from March 15th to 19th at the Zhongshan Expo Center in Guangdong, introduced three new concepts: "new design, new ideas, and new power." These themes reflect the evolving direction of the industry and highlight the importance of creativity and modernization.
The annual event, known for its mission of "inheriting the mahogany culture and building enterprise brand image," took place at the Zhongshan Expo Center in Guangdong from March 15th to 19th, 2014. Building on the resources and professional buyer networks accumulated from previous exhibitions, the organizing committee restructured and integrated all available resources, focusing on the three main themes of "new design, new ideas, and new power." Through one-to-one services and comprehensive coverage of information channels, businesses aimed to reach high-end consumers and usher in a new era of "Chinese-style home design culture."
High-quality products and innovative designs set new trends
As traditional mahogany furniture struggled to meet growing market demands, the industry introduced a fresh design style known as "New Chinese Style" and "Neo-Classical," which gradually gained popularity among consumers. This exhibition focused on the concept of "old wood with new craftsmanship," featuring products that blend tradition with contemporary aesthetics. Leading companies showcased their latest collections, such as Hongguxuan’s "New Chinese" and "Hong Shang" series, Hongfa’s "Elegant" series, and Ditiantai’s "Prosperous Age" series. Other notable exhibits included Fengming Qishan’s "Floor Screen" series, Xianzuo’s "Lion Dance Sofa," the Four Gentlemen’s "Lotus Arhat Bed," Xianmufang’s "Xinming Tube Hat Chair," and Qingqing Yuhua’s "Chinese Summer and Autumn Sofa." These innovations are expected to shape the design landscape of the mahogany furniture industry in 2014, raising the bar for quality and consumer appeal.
Resource integration and new marketing approaches
With rising material and labor costs, declining sales, and intense competition, the traditional marketing model was no longer sufficient. To address this, the exhibition organizers introduced new strategies, integrating successful industry experiences and advanced marketing models. They worked closely with media outlets to offer tailored promotional solutions for exhibitors, including online advertisements, offline group purchases, private events, and real estate collaborations. Additionally, the use of social media platforms like WeChat and Weibo allowed companies to engage directly with emerging consumers, particularly those born in the 70s and 80s. On-site activities were designed to attract end users and create a vibrant, engaging experience for visitors.
Renowned brands from different regions come together
For the first time, regional brands from Beijing, Suzhou, and other famous schools joined the exhibition, breaking geographical barriers and bringing together diverse styles. This collaboration highlighted the unique characteristics of each region—Beijing’s elegance, Suzhou’s refinement, Guangzhou’s grandeur, and Xi’an’s ancient charm. The event became a platform where these distinct traditions could coexist and inspire one another. With this convergence, the 2014 Zhongshan Redwood Furniture Culture Expo not only promoted innovation but also fostered a more unified and dynamic redwood furniture industry in China.
As the event kicked off on March 15, 2014, it quickly became the focal point of the redwood furniture sector, signaling a promising year ahead for the industry.
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