On March 16, 2013, the opening day of the 29th Dongguan Famous Furniture Fair, a sea of blue flags fluttered around the Guangdong International Exhibition Center. Passersby and merchants paused in curiosity, wondering, “Which company is behind this?†The reporter, intrigued, approached to find out—only to discover that it was none other than Suzhou Furniture Fair, promoting its fifth edition. This marked another creative campaign by Su Jiazhan, following previous themes like the blue storm, warm orange transition, and red army.
The banners, featuring bold white text on a blue background, clearly displayed the words “Suzhou Furniture Fair.†Volunteers in bright orange T-shirts stood proudly, holding up the banners and drawing attention from furniture professionals across the country. When asked about the choice of this banner-based promotion, Fan Yuchang, the recruitment officer of Suzhou Furniture Fair, explained, “Environmental protection, wide coverage, and fast information transmission!†He emphasized the effectiveness of this visual strategy in reaching a broad audience.
As one of the largest furniture exhibitions in East China, the 5th Suzhou Furniture Fair covered an impressive 120,000 square meters, with 8 exhibition halls, 600 exhibitors, and a wide range of products including woodworking machinery, raw materials, and home accessories. In addition to the main venue at the Suzhou International Expo Center, there were also 1.5 million square meters of space, 50 trading halls, and 5,000 factory direct sales venues in the Li Kou branch, making it a major hub for furniture trade in eastern China.
This time, the fair had set up 30 fixed and 8 mobile banner points throughout the Dongguan exhibition, ensuring maximum visibility. Mr. Fan mentioned that Dongguan was just the first stop of their Guangdong promotional tour, with more blue flags expected at future fairs in Longjiang, Guangzhou, and Shenzhen.
Interestingly, some merchants recalled, “Didn’t you have a red trolley last year?†Su Jiazhan’s promotional strategies are always fresh and unconventional, keeping the industry engaged and excited. Their efforts reflect the growing popularity of the Suzhou Furniture Fair, which continues to gain support and recognition from the furniture community.
During the seven days of the event, over 30 companies signed on-site, with more than 10,000 square meters of exhibition space booked. Nearly 50 additional companies expressed interest in signing contracts, many of them new clients. This success was no accident. Every year, Suzhou Furniture Fair collaborates with university student unions, mobilizing over 1,000 volunteers to distribute invitations nationwide. They also place over 100 high-speed billboards in South and East China, aiming to connect buyers and sellers effectively.
Mr. Fan concluded, “The 5th Suzhou Furniture Fair from June 19 to June 22 will continue to deliver high-quality services, helping the middle become the backbone and the mid-stream become the mainstream. This will be a new exhibition combining innovation, high-end quality, and strong branding.â€
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