In a normal year, international trade shows are an indispensable fixture in an industry dominated by exports. 2020 was anything but a normal year. When the dust settles and the world returns to some semblance of normal, there will be an immediate need to reconnect and expand our trade partnerships with international markets.
At the time of writing this article, everything is still up in the air and there is no vaccine on the immediate horizon, but the team here at the American Hardwood Export Council are working hard to set up a full schedule of events for as soon as travel becomes possible. In addition to what we expect to be a full slate of design, marketing, educational and networking events, AHEC has also planned pavilions at seven of the largest wood trade and furniture trade shows in the world in 2021, as well as two AHEC Conventions in Chengdu, China and Bangkok, Thailand. These pavilions will make premier representation available to American companies at the busiest events of the year for just $500 per booth.
In 2021 we plan to host a U.S. Hardwood Pavilion at these events:
DelhiWood, New Delhi, India (Mar 4-7)
Dubai Woodshow, Dubai, UAE (Mar 9-11)
Interzum Guangzhou, Guangzhou, China (Mar 28-31)
Interzum Cologne, Cologne, Germany (May 4-7)
AHEC China Convention, Chengdu, China (June)
Sylva Wood, Shanghai, China (June 28-30)
FMC Shanghai, Shanghai, China (Sept 9-11)
AHEC SE Asia Convention, Bangkok, Thailand (Sept)
VietnamWood 2021, Ho Chi Minh City, Vietnam (Sept 15-18)
Each year AHEC attends over 40 trade shows globally to promote American hardwoods, research market potential, and drive local purchasing behavior. In our experience these shows we have selected provide the best opportunity this year for an American company to connect with local buyers and build strong relationships. Of course, our participation in all of these events is subject to travel restrictions and health guidelines.
DelhiWood in New Delhi, India will be our first pavilion of the year and is set up as an “open plan” space to accommodate up to 15 companies. Though traditionally a difficult place for Americans to do business, India has made rapid advances in the manufacturing sector and wood processing industry over the last two years up until the COVID shutdowns. We have seen an increase in exports of U.S. hardwoods in value grades and species for re-export furniture and mid-grade for domestic consumption. This show will be the best opportunity to get in on the ground floor of the world’s second most populous country.
Dubai Wood is the cornerstone of the timber business in the Middle East, with buyers from all over the region in attendance. After a free virtual show in 2020 was met with mixed reviews, the show organizer is planning a return to the in-person format in 2021. Middle Eastern exports remained steady through the trade war but were hit hard during COVID. We plan for the Dubai Woodshow to be the start of a ramp up to usual consumption in the region.
Interzum Guangzhou and FMC Shanghai are the largest shows in China and cover every aspect of the furniture and flooring industries. Interzum occurs in the spring and is a hub for Southern China, and FMC is the fall standard for Northeast China. Both shows are always extremely busy and coincidentally, host our largest pavilions of the year. As a reminder, current policy requires foreign entrants to China to hold a visa issued after March 28th, 2020 to enter the country, though this may change between time of writing and these trade shows.
Following the positive feedback on the 2019 AHEC Pavilion at Interzum Cologne, we will host another large pavilion in Germany in May 2021. Interzum is an international materials and components fair for the furniture industry and will be the largest show in Europe for the year.
Sylva Wood in Shanghai will be held from June 28-30, which is the week after our AHEC Convention in Chengdu. Whereas Interzum and FMC include finished products, machinery, and other furniture materials, Sylva Wood is a “wood only” show, meaning the attendance is a bit smaller, but typically more informed and wood-focused.
VietnamWood 2021, held every other year in Ho Chi Minh City, is the return of the largest trade show in the country. For the first three quarters of 2020, Vietnam purchased more U.S. hardwood lumber than Canada by value and volume, the first time that’s ever happened. The country’s exponential growth has slowed down, but still remains one of our most important international markets for the foreseeable future.
The AHEC U.S. Hardwood Pavilions host between 12-30 companies and space is given out on a first come, first served basis. $500 covers the space, pavilion build, electricity, flooring, lighting, and basic furniture. Due to the large demand for these spaces, registration occurs several months in advance and typically sells out the same day.
In addition to these trade shows, we also offer U.S. companies representation at our “mini trade show” during the 2021 Greater China AHEC Convention in June in Chengdu, China, as well as at the AHEC Southeast Asia Convention in September in Bangkok, Thailand. All AHEC members that wish to participate are given a free table with their company logo at a cocktail reception with our attending Asian buyers. Whereas other trade show pavilions are given out first-come, first-served, on the second day of the China Convention and during the afternoon of the SE Asia Convention we will provide a table-top booth space for all AHEC members who are registered for the event. 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 AHEC China Convention, SE Asia Convention, or any of the trade shows listed here, please contact AHEC’s International Program Manager, Tripp Pryor, tpryor@ahec.org.
