Shunde Longjiang 50th Furniture Exhibition: Six exhibition halls open simultaneously, 8,000 new products go on sale with a frenzy

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.

The "Guangdong Confidence" in the hard data

At the event, Chen Jing, a member of the provincial Party Committee of Industry and Information Technology, presented a set of hard data: In 2025, the revenue of provincial-scale furniture manufacturers in Guangdong will reach 184.365 billion yuan, accounting for 30.1% of the national total; the revenue of the home appliance industry will reach 1443.649 billion yuan, with the proportion of color TVs reaching 57.22% and air conditioners reaching 34.75% in the national market.

The confidence of Guangdong's home appliances and furniture not only lies in the scale. In Shunde, Foshan, Longjiang is a cluster of thousands of furniture manufacturing and supporting suppliers. The radius of raw material procurement is less than 10 kilometers, enabling "receiving orders in the morning, getting materials at noon, and assembling and shipping in the afternoon". From core chips, motor controllers to complete machines and full-house integration, the Guangdong-wide home furnishing industry chain is fully equipped; Foshan and Dongguan have been approved as the only national "Foshan-Dongguan Home Furnishing" advanced manufacturing cluster, and Guangzhou has been rated as the global custom furniture capital.

A matchmaking event, connecting the production and sales "meridians"

The key highlight of this event was to enable the connection between home appliances and furniture. The event invited technology companies such as Huawei, ZTE, Alibaba International Digital Business Group, Pinduoduo, and e-commerce platforms, along with research and testing institutions like Guangdong South China Household Appliance Research Institute and the Provincial Intelligent Household Appliance Innovation Center, as well as Wike Testing, to hold face-to-face negotiations with manufacturing enterprises such as Midea, Wanhe, and Arrow Home Furnishings. 

Focusing on hot topics such as the application of AI voice smart home, the efficacy evaluation of smart soft furnishings, and the empowerment of the industry chain through standard testing, all parties engaged in in-depth exchanges, opening up connection channels among the manufacturing end, technology end, testing end, and distribution end, and facilitating a number of cooperation intentions in supply chain support, channel distribution, and technical joint research.

Anchor on six key areas and seize the new opportunities in the future

Facing pressures such as the contraction of the real estate channel, how can the Guangdong home appliance and furniture industry break through? Chen Jing has provided a clear "roadmap": Anchor on six potential areas such as full-house integration, production-sales linkage, intelligent innovation, brand overseas expansion, elderly-friendly and children's furniture, and lightweight furniture, and explore new growth spaces.

In the intelligent innovation sector, Guangdong is promoting the formation of innovation consortia by home appliances, furniture, and AI enterprises, encouraging enterprises to integrate into the HarmonyOS ecosystem and fill the gaps in intelligent hardware. Midea has deepened full-house intelligent cooperation with Huawei and ZTE, and furniture enterprises such as Musite and Gujia have already launched products such as smart beds and smart sofas.

The convergence of the 50th anniversary of Longjiang Furniture Exhibition and the 50th anniversary of Longjiang Furniture Industry Development. 

This year marks the 50th anniversary of the establishment of Longjia Furniture Exhibition, and it coincides with the 50-year development of the Longjiang Furniture Industry. From the first sofa crafted in a family workshop to the current global-level industrial cluster with the most complete industrial chain, "China's furniture industry looks to Shunde, and Shunde's furniture industry looks to Longjiang" has become an industry consensus.

This year's double exhibition has adopted the theme of "Global Furniture - Shunde Era". It has comprehensively upgraded in five dimensions: exhibition hall scale, industrial integration, intelligent innovation and creation, domestic and international market expansion, and immersive experience. Chen Xinwen, the vice mayor of Foshan City and the secretary of the Shunde District Committee, said that Shunde will rely on the Embodied Intelligence Development Bureau to empower industrial upgrading and jointly build a world-class pan-housing industry cluster.

It is reported that the "Guangdong Trade Across the World" series of matchmaking activities plan to organize no less than 20 events throughout the year. Subsequently, they will also continue to be carried out in Zhongshan, Zhuhai, and Dongguan. Let high-quality home appliances and furniture from Guangdong manufacturing travel along the network of alliance cities throughout the country and the world - "Guangdong Trade Across the World, Guangdong Products Shine in China" is turning from a vision into reality.