Swedish Wood targets manufacturers in inland China

At the 17th International Furniture Manufacturing & Supply Fair (IFFC) held in Chengdu from July 3 – 6 and 12 – 15, Swedish Wood displayed furniture in Swedish Pine created by Chinese designers, along with samples showing different surface finishes achieved on Swedish Pine and Spruce by brushing, painting, varnishing and staining the wood.

“The Chinese furniture industry is a key export market for sawn wood products from Sweden. The region around Chengdu has great development potential for our members, although a great deal of work still needs to be done to build up the market for Swedish wood in the region. One conclusion from the fair is that, while interest in Swedish wood is strong in the region, knowledge levels are low,” said Charlotte Dedye Apelgren, director of Interior and Design at Swedish Wood.

The Swedish Wood stand also presented information on the high quality of Swedish wood and on sustainable Swedish forestry. In addition, the stand had areas set aside for business discussions between the representatives from the Swedish sawmill companies and potential Chinese customers. The following member companies were represented on the Swedish Wood stand: Bergkvist Insjön, Holmen, Martinsons, Norrskog Wood Products, SCA, Setra Group and Södra.

“In presenting concrete examples of furniture and finishes, we wanted to inspire the Chinese furniture industry to use solid Swedish coniferous wood in its production. The trade fair visitors showed huge interest in the Pine furniture and surface finishes. Wood is unique in the way it encourages handling and is warm and pleasant to the touch,” continued Ms Apelgren.

Photos: Swedish Wood

Chengdu has grown at a fast pace, and is considered one of the leading cities for investment in inland China. The capital of Sichuan province is now the third largest area for furniture manufacturing and fourth largest for furniture distribution in China. Chengdu’s urban area has a population of 10 million while the province itself is home to 80 million people.

China is one of the markets with the greatest potential for Swedish sawn wood products. Most of the Swedish sawmill companies export to China, and several of the biggest companies have local sales offices in the country. Exports of coniferous wood from Sweden to China have risen steadily in recent years. In 2015 exports amounted to 530,000 m3 and this year they are expected to reach over 700,000 m3.