AHEC REPORT NWFA REVIEW
AHEC REPORT NWFA REVIEW 2021 AHEC EVENTS UPDATE Real Wood. Real Life. As we finally start to get a clearer picture of a post-COVID world returning to normal, AHEC has updated our events calendar and are building towards a busy end of the year. In addition to our full schedule of design, marketing, educational, and networking events, AHEC has also planned in person events for the industry at the following shows in 2021: FMC Shanghai, Shanghai, China (September 7-11) VietnamWood 2021, Ho Chi Minh City, Vietnam (October 20-23) AHEC SE Asia Convention, Bangkok, Thailand (October 25) FIMMA Maderalia, Valencia, Spain (November 15-19) Cairo Woodshow, Cairo, Egypt (December 9-12) It’s difficult to forecast a global immunization timeline, but with the Biden administration announcing a plan for all adults to be eligible for the vaccine by April 10th, we feel increasingly optimistic that international travel will be able to resume quickly. The exact form of the AHEC space at these trade shows will be flexible for now, and it’s likely we will continue to build “Open Plan” pavilions to allow for an uncertain number of participants. Of course, participation is still subject to travel restrictions, and it’s likely that travelers will be required to show proof of vaccination before being allowed to travel internationally. Events in China in particular may be difficult to attend in 2021, as China is currently requiring travelers to have taken the Chinese COVID-19 vaccine, which is not even available in the United States. Nevertheless, large trade shows have already returned to China, with Interzum Guangzhou being held as usual in March. Americans were not able to attend, but many local Chinese representatives of U.S. Hardwood companies attended the AHEC pavilion, and we will host a similar format at FMC Shanghai in September if travel restrictions are unchanged. Due to these restrictions, we have postponed both our participation in the SylvaWood trade show in Shanghai and the AHEC China convention in Chengdu, which were scheduled for June. VietnamWood 2021, held every other year in Ho Chi Minh City, is the return of the largest trade show in the country. This is the cornerstone event in what has become the second largest export market for American Hardwood lumber. Right after VietnamWood, AHEC is planning to host our AHEC SE Asia Convention in Bangkok, Thailand on October 25th. All AHEC members who wish to attend this networking and educational event will be given a free tabletop booth with their company logo at the cocktail reception with our attending Asian buyers. FIMMA Maderalia in Valencia, Spain, rescheduled to November 15-19, will be an excellent opportunity for the U.S. Hardwood industry to connect with European buyers, and with Interzum Cologne moving to an onlineonly format, this will be the only pavilion of the year in Europe. It was unfortunately not possible to host a full U.S. Hardwood Pavilion at Dubai Woodshow in 2021, but companies looking to make connections in the Middle East will still have an opportunity to do so at the Cairo Woodshow this December in Egypt. Above all, our goal at AHEC is to represent the American Hardwood industry and connect U.S. companies to new markets. By providing a low-cost way to exhibit at international trade shows we hope to make it easy for small, family-owned companies to make a big global impact. If you are interested in attending our SE Asia Convention or any of the trade shows listed here, please contact AHEC's International Program Manager, Tripp Pryor, tpryor@ahec.org. n Oscar Wilde once said that “imitation is the sincerest form of flattery that mediocrity can pay to greatness.” If that is the case, then the Hardwood industry is truly great, because it is often imitated. Wood-look products have saturated the market during the past few years, but with one big difference: fake wood products offer none of the attributes of real wood. The Hardwood industry recognizes that it must address this discrepancy, which is why the NWFA partnered with other Hardwood organizations – including the Hardwood Federation, Hardwood Manufacturers Association, Appalachian Hardwood Manufacturers Inc., National Hardwood Lumber Association, American Hardwood Export Council, Maple Flooring Manufacturers Association, Decorative Hardwood Association, and numerous state and regional groups – to create the Real American Hardwood Coalition. The Coalition’s goal is to create a national consumer campaign promoting the benefits and attributes of real Hardwood products. This effort is well underway having already completed consumer research, branding strategy, and a website (realamericanhardwood.com). The next step is to develop a consumer-focused campaign that will launch in the coming months. For its own part, the National Wood Flooring Association faces a similar challenge. The wood flooring industry has experienced market loss to wood-look products. This primarily has been caused by other flooring product categories being promoted as water-proof. However, waterproof flooring is a false marketing concept. The flooring material itself may be waterproof, but the baseboards, mouldings, and seams are not. Because these generally are not sealed, water would travel through or past them. This presents two problem scenarios. First, the water will penetrate the seams or ends of the flooring material that are not sealed. Second, the water will travel to the subfloor material below the floor itself, which is not waterproof. As a result, the material can distort, mold can develop, and any damaged material will need to be replaced. The NWFA developed a “Real Wood. Real Life.” marketing campaign to promote the positive attributes of real wood floors: they contribute to a healthy indoor environment, they are durable, they are easy to maintain, they offer long-term value, and they are an environmentally responsible flooring choice. Campaign materials include a variety of elements that can be used in different ways, and for different purposes. LOGO The “Real Wood. Real Life.” logo provides a quick and easy way to identify products as being made from real wood. It can be used on product packing, websites, marketing materials, social media channels, trade show events, etc. DIGITAL ADS Digital ads can be used across all social media channels. Individual ads speak to a specific attribute of wood floors, including durability, sustainability, health, maintenance, and value. PRINT ADS Print ads can be used in magazines, newspapers, special advertising inserts, etc. These ads are high-resolution, print-ready, and, like the digital ads, they promote the benefits of real wood floors over other flooring options. FACT SHEETS Fact sheets can be used as home show handouts, direct mail inserts, showroom materials, and even faceto-face meetings. Each sheet details one aspect of the real wood story: ease of maintenance, how wood floors support environmental responsibility, how wood floors increase the value of a home, etc. Please turn to page 40 BY MICHAEL SNOW, EXECUTIVE DIRECTOR, AMERICAN HARDWOOD EXPORT COUNCIL, STERLING, VA 703-435-2900 WWW.AHEC.ORG BY MICHAEL MARTIN, PRESIDENT & CEO, NATIONAL WOOD FLOORING ASSOCIATION, CHESTERFIELD, MO 800-422-4556 WWW.NWFA.ORG 16 MAY 2021 n NATIONAL HARDWOOD MAGAZINE MAY 2021 n NATIONAL HARDWOOD MAGAZINE 17
