Furniture makers to boost marketing strategy

The Chamber of Furniture Industries of the Philippines (CFIP) is strenthening its marketing strategy to
reverse the expected slight decline in sales this year caused by the Japan disaster and the Middle East
crisis.
Emmanuel Padiernos, CFIP vice president for market development is optimistic that the merging of
Manila Now and Cebu Next international shows starting this October could improve export sales.
“Manila Now and Cebu Next have been held in two separate venues for maybe almost 15 years.
We have two small shows that confuse buyers and very inconvenient since they have to travel to see
both shows and yet are both small,” said Padiernos.

Manila would serve as the venue of what they call “Super Shows” which will be held in March and October every
year.

The Center for International Trade Expositions and Missions (CITEM) is supporting the big show and will be co-located with Manila F.A.M.E.  International show. This will be jointly promoted by Cebu, Manila and CITEM to attract more buyers to come. he said.

Padiernos said they expect lesser exports to Middle East countries as the awakening in the Arab world will definitely happen, noting “more projects are on hold in Dubai, Oman, and Bahrain.”

And while the Japan disaster could result in increased demand for furniture as residents refurnish their houses, the Philippines is not expected to gain from this higher demand, he said.

“Traditionally, the furniture products imported by Japan are not from the Philippines. Thailand, Malaysia and Vietnam would benefit from this, he noted.

Apart from the merging of two furniture shows, Padiernos bared that industry players are also discussing plans to have strong presence in several international shows abroad in line with the goal of encouraging more buyers to visit the Super Show.

Padiernos said they are also gearing efforts towards improving product design. The Product Development and Design Center of the Philippines (PDDCP) is coming up with new plans and programs to boost industrial design and to make local products marketable and competitive.

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