Exploring Market Opportunities for American Hardwoods through Chinese International Furniture Supply Trade Shows

Abstract

Abstract Global competition is increasingly impacting business organization and practice, which is forcing US hardwood manufacturers to become more efficient in manufacturing, distribution, and marketing. At the international marketing level, firms must target their promotional mix more effectively and efficiently toward relevant buyers from around the world. International trade shows have long been considered a cost-efficient and quick way to promote exports or gain valuable market information for entry. China is now the world's largest furniture producer and exporter and the leading importer of US hardwoods. As such, it is important to better understand mechanisms for cost-effective participation in this huge hardwood market. This study was conducted to increase awareness of the importance of US–Chinese hardwood trade and knowledge of Chinese international furniture supply trade shows (IFS-TSs). In 2011, US hardwood lumber exports to China totaled US$506 million or two-thirds of the US$775 million worth of all hardwood product exports that year. A total of 27 Chinese IFS-TSs were identified through a two-part process: a review of secondary sources and personal communication with key trade show informants in China. This article also profiles the largest and most influential Chinese IFS-TSs (n = 9) in terms of the number of attendees and exhibitors, and other relevant factors. A better understanding of these trade shows will help US hardwood manufactures make show participation decisions.