On March 16, 2013, the 29th Dongguan Famous Furniture Fair kicked off, drawing a crowd of visitors and merchants to the Guangdong International Exhibition Center. As the day began, blue flags fluttered in the wind, catching the attention of everyone passing by. Curious onlookers asked, “Which company is behind this impressive display?†Upon investigation, it turned out to be Suzhou Furniture Fair, promoting its fifth edition with a fresh and bold approach. This marked another creative campaign for Su Jiazhan, following previous themes like the blue storm, warm orange transition, and red army.
The banners, featuring white text on a striking blue background, displayed the words “Suzhou Furniture Fair†prominently. Volunteers in orange T-shirts stood proudly, holding up the banners and attracting the attention of furniture professionals from across the country. Their enthusiasm was infectious, and their efforts made a strong visual impact throughout the exhibition.
As one of the largest furniture exhibitions in East China, the 5th Suzhou Furniture Fair covered an area of 120,000 square meters, spread across eight exhibition halls. With around 600 exhibitors, the event showcased a wide range of furniture, 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 trading spaces, 50 trading halls, and 5,000 factory direct sales locations in the Li Kou Branch, making it a major hub for furniture trade in eastern China.
During the Dongguan exhibition, 30 fixed banner points and 8 mobile ones were set up, ensuring maximum visibility both inside and outside the exhibition hall. Mr. Fan Yuchang, the recruitment officer from Su Jiazhan, mentioned that Dongguan was just the first stop in a broader promotional tour, with more blue flags expected at future fairs in Longjiang, Guangzhou, and Shenzhen.
Interestingly, some merchants even recalled last year’s “red trolley†campaign, highlighting how Su Jiazhan consistently innovates its promotional strategies. The brand's efforts have always been met with interest and support from the furniture industry, reflecting its growing influence and reputation.
At the end of the Guangdong exhibition, Mr. Fan shared the results of the publicity campaign. Over the seven days, more than 30 companies signed up, with the exhibition space exceeding 10,000 square meters. Nearly 50 additional companies expressed interest in signing contracts, many of which were new clients. This success was not accidental—each year, Su Jiazhan collaborates with university student unions, mobilizing over 1,000 volunteers to distribute invitations across furniture malls and industrial zones nationwide. Additionally, over 100 high-speed billboards were placed in South and East China, reinforcing the fair’s mission: "Finding buyers for sellers and sellers for buyers."
Mr. Fan concluded by stating that the 5th Suzhou Furniture Fair, scheduled from June 19 to June 22, would continue to deliver top-tier services, aiming to elevate the middle-tier players to become industry leaders. This edition promises to be a new platform for innovation, high-end quality, and strong branding.
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