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Double exhibition joint marriage furniture industry or towards innovation
In a significant development within China's furniture industry, two major exhibition hubs—Pearl River Delta and Yangtze River Delta—have traditionally dominated the sector. This has led to fierce competition between the Shanghai and Guangzhou Furniture Fairs. However, recent events have shifted the landscape. In mid-March this year, the Guangzhou-Shenzhen-Fujian Furniture Fair brought two surprising announcements: first, the Dongguan International Furniture Fair will merge with the Shanghai International Furniture Fair; second, starting from September next year, the autumn edition of the Guangzhou Furniture Fair will be relocated to Shanghai, directly competing with the existing "China International Furniture Fair" in the city.
This strategic move marks a new era for the furniture exhibition industry. On March 17, at the 31st Dongguan Famous Furniture Fair, Wang Mingliang from Shanghai Bohua International Exhibition and Yin Chengzhi from Guangdong Modern Exhibition Management Co. announced a collaboration between the Dongguan International Famous Furniture Fair and the China International Furniture Fair. Their goal is to create a shared platform for global furniture exhibitions, focusing on resource sharing and cross-regional cooperation. The two fairs will promote each other through advertising, media, websites, and press conferences, while also developing joint promotional strategies tailored to their unique strengths and long-term visions.
Just one day later, on March 18, during the 33rd China (Guangzhou) International Furniture Fair, Wang Zhiping from the China Foreign Trade Center and Wang Ke from the Guangdong Furniture Association confirmed that the autumn Guangzhou Furniture Fair, held last month, would move to the Shanghai Hongqiao China Expo Convention and Exhibition Complex, which spans 1.36 million square meters. From now on, the China (Guangzhou) International Furniture Fair will take place annually in March, while the China (Shanghai) International Furniture Fair will be held in September. This relocation was approved by the relevant authorities in Shanghai.
Industry experts believe that this shift—from regional alliances to competitive collaboration—signals a positive change in the domestic furniture exhibition industry. By breaking down traditional barriers and reducing regional monopolies, the sector is moving toward a more cooperative and prosperous future.
Looking ahead, the furniture industry is increasingly focused on design innovation. It’s reported that over 50% of exhibitors at the Guangzhou Furniture Fair, often referred to as the "Asian Home Trading Center and Barometer of the Chinese Furniture Industry," are local Guangdong-based companies. With the fair relocating to Shanghai, some may question whether this move could affect its international reputation or increase costs for local participants. However, Wang Zhiping dismissed these concerns, stating that details will be revealed soon.
Zhou Shanlin, executive vice president of Federal Home Furnishing Group, who has attended the Guangzhou Furniture Fair for over a decade, believes that holding the event in both Guangzhou (March) and Shanghai (September) will maximize the advantages of trade resources throughout the year. This dual-location strategy can significantly help furniture companies build international brands and expand their customer base.
Liang Haichao, general manager of Guangdong Mingaowan Furniture, added that many Guangdong-based companies are now investing heavily in original design and advanced manufacturing technologies. Moving the Guangzhou Furniture Fair to Shanghai allows overseas buyers to experience the growing strength and creativity of Guangdong's furniture industry, helping to reshape the perception of Chinese furniture as being "without design."