TIFS 2006 To Highlight Niche Products

Although most of Taiwan's wooden furniture makers have moved their factories offshore, Taiwan still occupies a niche in the production of high-quality metal furniture, office furniture, and SOHO (small office, home office) furniture, says Friedrich Chen, chairman of the Taiwan Furniture Manufacturers' Association (TFMA).

To meet the needs of buyers from around the world who wish to locate high-quality, reasonably priced furniture, the TFMA has decided the time is right to resume sponsorship of the annual Taipei International Furniture Show (TIFS). The show has been on hiatus for six years. TIFS is slated for March 15-18 next year, and will be held at the Taipei World Trade Center. The show is being organized by TFMA and the semi-official Taiwan External Trade Development Council (TAITRA).

In this interview with Taiwan Furniture staff reporter Ben Shen, Chen talked about the progress of his preparatory work on the 2006 TIFS and about what will be featured at the show.

Q: Mr. Chen, what kind of preparatory work is being done for the 2006 TIFS?

A: With the assistance of the Ministry of Economic Affairs and TAITRA, we have invited many world-renowned furniture buyers to visit the 2006 TIFS. We have launched promotional activities at the largest furniture shows the world over, including those held in Cologne, Germany; Milan, Italy; Tokyo, Japan; High Point and Las Vegas in the U.S.; Dubai in the United Arab Emirates; Singapore; Kuala Lumpur, Malaysia; and Guangdong, Dongguan and Shanghai in mainland China.

In addition, we have also compiled show previews and sent them to targeted buyers through monthly E-mails. Two websites containing 2006 TIFS information have also been set up at www.taipeitradeshows.com.tw/furniture and www.taiwantrade.com.tw .

Q: Have you been publicizing the 2006 TIFS by way of printed magazines or other methods?

A: In addition to our electronic marketing, we have also put ads in such internationally renowned magazines as Furniture Today of the U.S., Model Mark of Germany, Home Living of Japan, and of course, your prestigious magazine-Taiwan Furniture. We have spent more than NT$4 million (US$125, 000 at US$1:NT$32) on the ads over the past year. To increase the show's recognition, we will invite some journalists from abroad to come to Taiwan to cover the show.

Over the past several months, we have also held five presentations about the show for domestic furniture manufacturers. Another two presentations were held in mainland China and Vietnam, with domestic furniture makers located in those countries also participating. We have also discussed the show with the heads of Taiwan's county-level metal furniture associations, hoping to convince their member firms to take part in the show.

Q: Will domestic furniture makers benefit from the show?

A: Yes, I believe domestic furniture manufacturers will be able to take big-ticket orders at the show because they have made a successful transformation over the past several years. Although the manufacturers focusing on wooden furniture have moved overseas, those keeping production sites in Taiwan have switched to high-quality metal and office-automation items. These products have become Taiwan's best-selling furniture export items.

Once praised as the largest furniture show in the entire Asian region, TIFS was suspended for years, and domestic furniture manufacturers lost a vital platform to show off their valuable items. Nevertheless, Taiwan-made furniture still enjoyed a high international reputation during that period of time. To satisfy the needs of domestic high-tier furniture makers, we decided to resume TIFS next year, which will see many heavyweight, foreign buyers congregate in Taiwan.

Q: Can you elaborate on potential buyers' responses to next spring's show?

A: Over the past year we have received a warm welcome from buyers at international furniture shows. They have high expectations about the resumption of the TIFS, a show where they had found great procurement opportunities in the past. I think they will be amazed at the 2006 show, which will highlight high-end case goods, kitchen furniture, ready-to-assemble furniture, outdoor furniture, office furniture, and even lighting, hardware, parts and accessories.

More importantly, because TIFS 2006 is scheduled just ahead of similar shows that will be held in Guangzhou and Dongguan in Guangdong Province, mainland China at the end of March next year, buyers can make their travel budgets stretch farther. After they complete procurement in Taipei, they can immediately continue their Asian travel to the mainland.

Q: How do you evaluate the status of TIFS in the international arena?

A: We gave birth to TIFS in 1980, and buyers from around the world held the show in high regard, up until the overseas exodus of domestic wooden furniture manufacturers some six years ago. Despite the departure of these manufacturers, Taiwan-made furniture is still the best buy for furniture importers the world over.

Our statistics show exports of Taiwanese-made furniture amounted to US$7.85 billion last year. US$1.25 billion worth of the exported furniture was made by manufacturers in Taiwan, US$1 billion by Taiwanese manufacturers in Southeast Asia, and the remaining US$5.6 billion was contributed by Taiwanese manufacturers located in mainland China. Although the first show since the hiatus will not be extremely large, I believe TIFS will grow to play a key role in the international furniture show arena.

Q: Can you talk about the features of the show?

A: Design, Comfort and Value will constitute the three major points of focus for the 2006 TIFS. We believe foreign buyers will be satisfied with the sincerity of Taiwanese manufacturers, the high quality of their locally made items, and the rapid delivery and after-sale services provided by local manufacturers.

After more than three decades of ODM (original design manufacturer) experience in the field, Taiwan's furniture manufacturers have transitioned to the OEM (original equipment manufacturer) mode. In addition, Taiwan's furniture manufacturers have accumulated a great deal of experience in developing products that comply with ergonomic principles. Moreover, Taiwan's furniture makers have been concentrating on the development and production of high-value-added items recently, having learned how to make appropriate products that fit the needs of foreign buyers.