Panels & Furniture Asia January/February 2024

MARKET REPORT
US market export
and challenges:
Where the market
is going (Part B)
In this two-part article, commercial director
Truc Ly shares with Panels & Furniture Asia all
things US furniture market. Part B dives into
market strategies on how to enter the US furniture
market, as well as Truc’s personal dos and don’ts.
By Yap Shi Quan
PLATFORMS TO ENTER US MARKET
Networking is an essential skill to thrive
in the US market, according to Truc.
Getting in touch with somebody through
cold calling, e-mailing or texting usually
do not yield results, and referrals from a
trusted client to other potential clients
are more likely to gain new projects.
One platform for manufacturers to
network is the tried-and-tested trade
shows. Trade shows are designed
to help manufacturers promote the
latest products and connect with
other companies, customers, and
future partners in the same domain.
Such events add to brand awareness,
increase customer engagement, and
boost sales. In the US, they are still
one of the most successful B2B media
strategies.
Some popular trade shows in the US are
the High Point Market in North Carolina;
the Las Vegas Market in Nevada; and
International Contemporary Furniture
Fair in New York. Truc emphasised that
it is better for manufacturers to go down
to these trade shows themselves or
send down representatives to increase
outreach and showcase their factory’s
capabilities.
Another platform is through trade
associations. Manufacturers can
establish themselves in trade
associations through memberships,
conferences and social events to
meet and network with other people
in the US industry, and catch up with
the latest trends, technologies and
news. Such trade associations include
the International Furnishings and
Design Association; the Furniture
Society; the Interior Design Society;
the International Interior Design
Association; and the International
Home Furnishings Representatives
Association.
Instead of baiting and switching, try value engineering to convince clients of a lower-cost material
GETTING A REPRESENTATIVE
Language barriers and difficulty in
communication are huge challenges for
Asian manufacturers who do not speak
English, since the US is an Englishspeaking
country.
18 PANELS & FURNITURE ASIA | JANUARY / FEBRUARY 2024