Furniture makers exhibit resilience at CebuNext

CEBU, Philippines - Amid a shrinking market and tougher competition, the Cebu Furniture makers continue to brace for survival as it open this year’s Cebu International Furniture and Furnishings Exhibition (CebuNext 2011).

To be participated in by the industry’s survivors with only 43 exhibitors, the Cebu Furniture Industry Foundation Inc. (CFIF) boasts of the high-quality designs and products that will be showcased this year, carrying the banner theme “Crossing Cultures.”

The international furniture show, which is scheduled on March 5 to 8 at the Cebu City Waterfront Hotel and Casino, expects to draw quality buyers not only from its traditional market in the United States, but also from emerging consumers in other countries, such as Australia, India, China, Europe, as well as the fast growing domestic market, said CebuNext 2011 chairman Charles Estreegan.

According to Estreegan, the organizer had to go through careful selection of the exhibitors, as showcasing companies are Cebu’s best furniture makers that are able to survive amid the very difficult environment.

This is the first time in several years that CebuNext has few exhibitors. In 2009, there were a total of 90 furniture companies that joined the show. It went down to 48 the following year, now it dipped further to 43.

Cebu, which insists of its niche in design and craftsmanship, is determined to fight with the global competition in furniture making, as it recognized its threatening competition with Vietnam, Indonesia, and China.

With careful direction from the world’s renowned furniture designer Kenneth Cobonpue, the smaller exhibition show is expected to set the trend in the movement of furniture industry globally, as distinct and exceptional designs can only be seen during the show.

CebuNext 2011 will also showcase its program “Kagikan” a collaboration of Filipino craftsmanship and creativity while integrating international influence. This time, Filipino designers and foreign artists are collaborating to make distinctive designs that are expected to surprise the global market.

“The Philippines is second to none, when it comes to craftsmanship. We will be seeing more of these in the fair,” said Cobonpue adding that exhibitors are also paying extra attention on providing the value of each product “offering something that no one can do.”

This year’s critical furniture environment, has also pushed the furniture export survivors to give their “best”, thus the fair is expected to showcase exceptional designs that can only be seen in Cebu.

According to Streegan, the competition now is much clearer, while Indonesia, Vietnam and other competitors are making ahead because of conducive environment for business. While, Philippine manufacturers have to fight the increasing cost of doing business especially dealing with cost of fuel, power, labor, and the strengthening of the currency, said Estreegan.

Thus, in its effort to trail blaze, Cebu will emphasize its competitive advantage—which is on design and extraordinary craftsmanship.

At present, around 500 buyers have already pre-registered. Estreegan said they are expecting more walk-in buyers during the opening of the show.

Last year, there were a total of 900 buyers who came to the show, representing 627 companies, a 30 percent increase compared to 2009. (FREEMAN)