2022 AHEC Events and Pavilions are Opportunities to Connect with Customers and Find New Buyers

Dec/Jan Issue

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Webinars and Zoom calls have let us meet virtually with anyone in the world from the comfort of our home office, but as any sales rep will tell you, there’s just no substitute for meeting with potential customers in person. As global travel and events continue to come back to normal in 2022, the American Hardwood Export Council is hosting a busy schedule of events and opportunities for your company to meet directly with interested global buyers.

In addition to what we expect to be a full slate of design, marketing, educational and networking events, AHEC has also planned pavilions at eight of the largest wood trade and furniture trade shows in the world in 2022, 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 2022 we plan to host a U.S. hardwood pavilion at these events:

IndiaWood, Bangalore, India (Feb. 24-28)

Dubai Woodshow, Dubai, UAE (Mar. 15-17)

Interzum Guangzhou, Guangzhou, China (Mar. 28-31)

FIMMA Maderalia, Valencia, Spain (Mar. 29- April 1)

AHEC China Convention, Chengdu, China (June 23-24)

Sylva Wood, Shanghai, China (June 27-29)

FMC Shanghai, Shanghai, China (Sept. 9-11)

AHEC SE Asia Convention, Bangkok, Thailand (Oct. 14)

VietnamWood 2022, Ho Chi Minh City, Vietnam (Oct. 18-21)

INTERMOB, Istanbul, Turkey (Oct. 22-26)

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, and event dates are subject to change.

IndiaWood in Bangalore, 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 year. 2021 has been a record year for exports of U.S. hardwoods to India as our “exotic” woods are becoming a desired commodity in the local market. We have also seen an increase in exports of U.S. hardwoods in value grades and species for re-export furniture. AHEC will also organize grading seminars and industry networking events outside of the trade show for this trip. This show will be the best opportunity to get in on the ground floor of the world’s second-most populous country.

Dubai Woodshow is the cornerstone of the timber business in the Middle East, with buyers from all over the region in attendance. 2022 will be the first in-person Dubai Woodshow since 2019, and we plan for this event 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. Visa issues may remain a concern for U.S. travelers to China for the Interzum show in March but will likely not be an issue for FMC Shanghai in September. If you have questions about what the most current requirements and travel eligibility looks like, please check the U.S. State Department’s website: travel.state.gov.

FIMMA Maderalia in Valencia, Spain will be an excellent opportunity for the U.S. hardwood industry to connect with European buyers and will be the only pavilion of the year in Europe. Historically targeting an audience in Spain and Portugal, the show organizers have attracted a wider audience throughout Europe for the 2022 edition.

Sylva Wood in Shanghai will be held from June 27-29, 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 2022, held every other year in Ho Chi Minh City, is the return of the largest trade show in the country. In 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.

AHEC last held a pavilion at INTERMOB in Turkey back in 2016, and after a few rocky years, the market has returned to a very promising target for U.S. hardwood producers. AHEC Regional Director Rod Wiles attended INTERMOB in 2021 and, based on his feedback, we believe the timing is right to re-enter the market with a U.S. hardwood pavilion.

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 2022 Greater China AHEC Convention in June in Chengdu, China, as well as at the AHEC Southeast Asia Convention in October 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

By Michael Snow

By Michael Snow, Executive Director, American Hardwood Export Council, Sterling, Va 703-435-2900 www.ahec.org

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