Rooted in Asia, Winning Globally: 40th Asian Int'l Furniture Expo Mobilization Concludes
On July 20, the Exhibitor Mobilization Conference for the 40th Asian International Furniture Industry Expo was held at Hall A of the Asia International Exhibition & Trade Center. Government representatives, industry association leaders, leading enterprises, and exhibitors from across the country gathered to officially launch the global buyer invitation campaign for the Expo, which will take place from August 19 to 22, sounding the call for Shunde’s furniture industry to set out from Asia and connect with the world.
Under the theme “Rooted in Asia, Winning Globally,” the conference systematically unveiled the comprehensive upgrade strategy for this year’s Expo. Mr. Huang Bincheng, Marketing General Manager of Asia International, presented a full overview of the overseas promotion and global expansion blueprint, covering exhibition hall planning to international buyer acquisition channels. The organizing committee has built an all‑domain promotion matrix for both domestic and international markets, breaking through the limitations of traditional exhibition traffic. This enables enterprises to access a full‑service support system—from business matching and brand exposure to contract fulfillment and implementation—empowering them to seize opportunities in the global marketplace.
Two major industry initiatives were launched simultaneously at the conference. First, the *Foshan Handmade Mattress Group Standard* was officially announced, filling a gap in quality standards for the handmade mattress segment and solidifying the foundation for Shunde’s handmade mattress industry to rise above intense competition and go global. The concurrent launch of the Asia International Handmade Mattress Theme Pavilion provides a dedicated, high‑end display platform for premium handmade mattresses, marking a solid step forward in the Expo’s specialized operation within this niche category. Second, the “Integrity Merchant” and “Integrity Exhibitor” selection programs were officially initiated, aiming to reshape the business environment with integrity, build highly credible brand matchmaking channels, and set a benchmark of transparency and trust for the industry.
The conference also featured a high‑level industry forum titled “Pathways to Breakthrough for the Home Furnishings Industry in a Down Cycle.” Four distinguished industry experts—Mr. Zhang Weiming, Executive President of the Shunde Furniture Association; Mr. Zhou Zhibang, General Manager of Kaang Home Furnishings; Mr. Chen Xiaoping, Chairman of Modai Home Furnishings; and Mr. Huang Jinrong, Chairman of Huiya Technology—shared actionable insights on exhibition marketing, overseas customer acquisition, and brand differentiation, offering practical strategies to hundreds of exhibitors in attendance. Meanwhile, the operations team conducted hands‑on training on the Expo’s new online invitation mini‑program, equipping businesses with digital tools to efficiently connect with overseas sourcing resources—truly making “the tool in hand, customers at command.”
At the conclusion of the conference, all leaders, guests, and exhibitor representatives moved to the outdoor plaza for a spectacular group aerial photo featuring over one hundred participants. United in voice, they chanted the 100‑day countdown slogan, demonstrating the collective momentum of Shunde’s furniture industry to go global and conquer international markets. The imagery and video footage will be widely distributed across industry media both domestically and overseas, continuously amplifying the Expo’s global presence.
From standard‑setting and theme pavilion launches to digital empowerment and global traffic deployment, the 40th Asian International Furniture Industry Expo is embracing a brand‑new outlook, joining hands with exhibitors to achieve shared success at the upcoming August.
On the afternoon of April 20, 2026, the ceremony area of Hall 2 of Taizhou International Convention and Exhibition Center in Foshan was fully occupied. The 2026 World Ceramic Merchants Conference and the "Top 100 Ceramic and Bathroom Innovation Service Providers" Award Ceremony were grandly held. As the core concurrent event of the largest and most influential ceramic exhibition in Asia - Taizhou Ceramic Exhibition, this conference, with the theme of "Adaptation and Growth", brought together national and even global ceramic distributors, brand operation service providers, and core forces of the industry chain, to jointly explore the path of industry transformation and jointly celebrate the moment of honor and awarding.
The expert begins: "If the dealers are strong, then the brand will be strong."
The conference was opened by Li Xinliang, the president of Taicheng Newspaper and the general manager of Foshan Tanzhou Ceramic Exhibition. He delivered the opening speech, stating that the current market has entered a stage of "full competition", and consumers have become more mature. The efficiency of store operations has become the key factor. "Transparent pricing, artistic display, and improvement of professional service capabilities are the issues we must address," he emphasized. The ceramic industry has not yet seen a monopolistic brand, and the market share of the top five brands is only about 15%. There are still huge opportunities in the future, and distributors are the key force to break through the deadlock.
Manufacturers working together, creating a bright future together.
Mr. Chen Huan, the president of the Guangdong Ceramic Association, stated in his speech: "Strong distributors lead to strong brands; stable channels ensure the stability of the industry." In the context of manufacturing taking the lead, the service industry is also a key engine for high-quality development.
Practical Sharing: The Secret to Becoming the Number One in County Areas - "Juyouyou" Approach
The key speaker of this conference - Mr. Song Haipeng, the founder of Juyouyou Building Materials, delivered a highly informative and practical sharing session titled "How to Achieve the Top Position in County Towns". With 22 years of experience in the county market, he started from a small family business and now has 8 stores in 7 cities, serving over 100,000 property owners and enjoying a 98% positive rating.
He summarized eight core strategies: scale and model, product strategy, channel and customer group, service system, team building, core values, local promotion, innovation and transformation. He particularly emphasized:
"Even a single brick is sold at the wholesale price. We display the actual price clearly and honestly, and refuse any inflated prices."
All categories + all price ranges, providing a one-stop solution for all decoration needs in county towns.
"Front store, back warehouse + own delivery service, reducing costs and enhancing efficiency."
Customer first, uphold credibility, build a reputation-based moat.
He concluded his speech with a touching statement: "This is what I have been doing all my life - manufacturing building materials. It's not a cutting-edge industry, but since I have chosen it, I must do it well."
Roundtable Discussion: Pain Points and Opportunities Coexist; Progression Upward Leads to a Bright Future
Under the chairmanship of Dai Keli, the chief editor of Taocheng News, representatives of outstanding distributors from Changsha, Yantai, Xi'an, Zhuzhou and other places engaged in a "battle of wits" with Hao Xudong, the general manager of L&D Weimei Ceramics.
Zhang Liming from Changsha: The industry is waiting for a "turning point", but instead of waiting, it's better to strive to move forward on one's own, improving one's skills and services.
Yantai Wang Xiao: Second-hand housing, old building renovation, "good houses", and the silver-haired economy are the four major opportunities. One must possess the ability to complete the entire project.
Xian Zhang Hushan: Daring to expand stores against the trend, with a 2,000-square-meter flagship store and innovative technological products, this is the reason why customers choose us.
Zhuozhou Li Wei: Exterior wall tiles are a promising market. The delivery process is challenging but the profit is high. By doing a good job in design and construction, a barrier can be established.
Hao Xudong (L&D): Selling bricks is not the goal. The aim is to sell aesthetics, services, and emotional resonance. From cost-effectiveness to tactile healing, and then to lifestyle, these are the ways for a brand to stand out.
Honor of Ascension: Top 100 Service Providers, Paying Tribute to the Power of Innovation
The most exciting part of the conference - the award ceremony for the "Top 100 Ceramic Bathroom Innovation Service Providers" - was grandly held. The awards covered:
Small City Large Business Operation Benchmark▼
New retail model leader▼
Engineering service benchmark▼
Standards for the Complete Service Offering▼
Example of Granite Slab Delivery▼
Over a hundred outstanding distributors and service providers took the stage to receive the awards, receiving thunderous applause and respect from the entire audience. They are the practitioners of industry transformation, the backbone of brand implementation, and the leaders in upgrading terminal services.
This conference is not only a collision of ideas and a sharing of experiences, but also a gathering of confidence and a clarification of direction. As President Li Xinliang said: "I will convey everyone's grievances and suggestions to every brand owner, because I hope this industry to be better than anyone else does."
Change is necessary to break through; advancement is the path to the future. Although the 2026 World Ceramics Business Conference has come to an end, the path of transformation for Chinese ceramicists is steadily moving forward.
The 2026 World Ceramics Trade Conference was held at the Tanzhou International Convention and Exhibition Center in Foshan.
The 2026 Foshan Tanzhou Ceramic Exhibition grandly opened,
The 2026 CIFM / interzum guangzhou Global Furniture Manufacturing Expo has made a fresh appearance.
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