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Applications Highlight of U.S. Softwoods Exhibit at Interzum Guangzhou

September 08, 2023

Interzum Guangzhou in China is one of the most important trade shows for the U.S. softwood industry and probably the most important show in southern China, given its wide appeal to manufacturers, traders, designers, and other professionals from the wood products and furniture-related industry.

That’s why two Southern Forest Products Association members joined five other industry professionals under the American Softwoods (AMSO) brand at Interzum Guangzhou 2023 from March 28-31.

The AMSO booth had more than 780 visitors and consisted of furniture manufacturers, lumber importers, traders, architects, and furniture designers from Europe, India, Malaysia, and Pakistan.
Booth visitors showed strong interest in U.S. softwood products, focusing on applying softwood species in manufacturing bedframes, finger-joint board, T&G flooring, and solid wood furniture.

Roughly 180 new contacts were developed, many of whom gave feedback on their experience with U.S. softwoods. Here are the top responses:

  • What obstacles or difficulties, if any, do you/does your company encounter when using/specifying U.S. softwoods lumber and panel products in general? Distribution channel difficulties
  • How would you describe your overall knowledge of the grading of U.S. softwoods/softwood lumber and panel products? Good (out of excellent, very good, fair, and no knowledge)
  • How would you describe your overall knowledge of the characteristics of U.S. softwoods/softwood lumber and panel products? Good (out of excellent, very good, fair, and no knowledge)
  • How would you rate U.S. forest management practices compared to those in other countries? Do you think forest management practices in the U.S. are… About the same as other countries.
  • Using a 5-point scale, where a 5 means it would have a “significant impact” and a 1 means it would have “no impact at all”, what impact would information on the “sustainability” of U.S. softwood resources have on your likelihood to use/specify U.S. softwood? 2
  • How likely are you to specify new varieties of U.S. softwood products as a result of your participation/attendance at these seminars, events and/or tradeshows? Split between somewhat likely and neither more not less likely.
  • From which one country/area do you/does your company use/specify softwood the most? New Zealand, then Russia.

Exports of Southern Pine and pressure-treated lumber to China continue to follow a cooling trend that started in June after a strong start to 2023. Southern Pine and treated lumber exports, however, are still up considerably compared to the same period in 2022, running 148% ahead of last year.  Click here to read more.

SFPA members: Don’t forget to check out the contacts secured during the show and their corresponding contact information on our members-only site!

Interzum Guangzhou

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