In Fair Comment, Furniture News quizzes the people behind the scenes to discover what makes their exhibition unique, what changes are taking place, and why buyers from the UK and ROI should take note. Karen Goi, general manager of Malaysia International Furniture Fair (MIFF), offers her views …
Identity: MIFF is the largest meeting place in South-east Asia for furniture professionals to do real business, develop valuable relationships and strengthen their global network.
Attendance: In 2014, MIFF attracted 19,500 visitors, including 6171 overseas visitors from 141 countries. In 2015, we attracted 17,500 visitors, including 5189 overseas visitors, from 130 countries. In 2016 we’re hoping to attract 18,500 visitors, and our foreign quotient target is 5500 from 140 countries. The number of exhibitors grew from 503 in 2014 to 508 in 2015, and we’re hoping to maintain this. Malaysian companies account for around 70% of those exhibiting.
What’s new? 80% of the space in MIFF 2016 was sold six months before the show – we foresee we’ll have another sold-out event. Malaysian companies are renowned for consistency in offering high-quality products, reliable in delivery and excellence in after-sales service.
In addition, MIFF will offer more new products, strong designs and market-oriented products. The highlight of 2016 will be wooden furniture – especially dining, one of Malaysia’s bestsellers. Exhibitors offering new designs will be identified with special signage, and there will be a corner dedicated to outstanding wooden dining sets.
A series of facilities and services available during MIFF include online visitor pre-registration for free admission, a Meet and Greet counter at Kuala Lumpur International Airport that offers buyers discounted transfers, a free ticket to the Buyers’ Night gala dinner, access to the International Buyers Lounge with free internet and refreshments, a special hotel package, complimentary welcome kit for pre-registered buyers, and a mobile app for show info.
What’s more, we’ve added a tour arrangement service to assist buyers planning a short holiday in Malaysia – for example, a three-day, two-night free-and-easy trip on Penang, Langkawi or Redang island. Our appointed travel agent can provide hassle-free arrangement, from flights to ground transfers.
Direction? MIFF always strives to offer a wide selection of quality products in a business-friendly environment, and we’ll continue to maintain the show’s quality.
What will the new venue bring to the show when it opens in 2017?
The Malaysia International Trade & Exhibition Centre (MITEC) is expected to be ready in the second quarter of 2017, which means MIFF will start to use the new venue later, in 2018.
The venue will allow a 20% increase in size. Therefore, we plan to invite more international companies to exhibit, a move is in line with our plan to turn MIFF from an export-oriented trade show into the furniture import-export hub of South-east Asia.
Malaysia’s strategic location, strong position in furniture export – it is ranked the world’s eighth top exporter – world-class infrastructure and facilities, sound legal system, pro-business environment, English-friendly nature – no language barrier – optimum warehousing and logistical services are among Malaysia’s advantages, making it the ideal gateway to South-east Asia for foreign companies.
How do you plan to increase the number of non-Malaysian exhibitors?
We have started to recruit more non-Malaysian exhibitors since 2014, and we will be more aggressive when the new venue becomes available. MIFF already has a substantial number of foreign exhibitors, from 12 countries and regions – the majority from China, Taiwan, Korea and Indonesia.
In line with the expansion plan in 2018, we welcome more international companies, including furniture exporters from the West, who are thinking of venturing into the South-east Asian market, to see MIFF as a stepping stone from which to access a market of 600 million with high spending power.
As part of global exhibition company UBM, and with the experience and resources that the MIFF team has gained over the past two decades, we are confident that we can provide an efficient and effective platform for these companies.
Are you pleased with the development of the MIFF FDC?
The seventh edition of MIFF’s Furniture Design Competition took place in 2015. Since its inception – formerly it was known as the Ideation Award – we have received over 1000 entries and received recognition from the authorities – the Malaysian Timber Council has acknowledged the FDC’s role in promoting furniture design and has selected it as a partner to promote the use of wood in furniture design.
The main objective of FDC is to encourage newcomers to choose furniture design as a career, and to escalate the standard of design in the industry. So far, its progress has been very positive – there are a handful of participants now involved in furniture design, either attached to manufacturers or working as freelance designers.
“Companies participate in MIFF not only for branding and marketing, but for real business”
One example is the establishment of Mfivio, a joint venture from the winner of FDC 2014 Francis Lye and his prototype maker, Choo Ghee Kien of Supreme Tropical Furniture. Together, they design modern and contemporary wooden furniture, and their products have attracted the attention of buyers from Canada, Switzerland, Germany and Japan. We hope to see more Mfivios in the future!
What would you say to criticisms that MIFF’s product offer is not evolving quickly enough?
The industry is aware of this, and more and more manufacturers are paying attention to design and R&D, to transition from mass market production to more diverse, higher value-added furniture products. The government is also encouraging manufacturers to adopt technology-intensive manufacturing processes, to avoid overdependence on foreign workers.
Many of the companies are now in the hand of a second generation who are bolder and more adaptive to new technology, innovative ideas and market trends. These positive factors will take the Malaysian furniture industry to the next level.
How is MIFF’s scheduling early in the month affecting visitor rates?
The early schedule does affect our international visitor rate, but not the quality of buyers. While the number of visitors has dropped, the quality remains high, or even better – for example, in 2015, although we saw a drop in visitorship, exhibitors fed back that they had done better business than in 2014. This shows that Malaysian products remain attractive – even though the timing was not favourable to some, those who came were keen to buy.
Nevertheless, MIFF’s dates will be fixed at the second week of March from 2017 – MIFF 2017 will fall from 7-11th March. We believe that these new dates will better suit buyers.
Anything else? MIFF will continue to deliver good products and reliable suppliers. The UK ranks fifth in the top 10 export destinations of Malaysian furniture products – it is an important market for Malaysia, and the Ministry of Plantation Industries and Commodities also selected the UK as one of its priority markets for Malaysian furniture export. UK buyers can expect more offers from Malaysian companies at MIFF 2016.
Why is MIFF better than its competitors?
MIFF’s main objective has always been to provide an effective platform for furniture buyers and sellers. At MIFF, we understand the business – we always make sure that exhibitors can present the best of their product range to global buyers, and that buyers from around the world can find a variety of quality products at good prices. Companies participate in MIFF not only for branding and marketing, but for real business.
Over the past two decades, MIFF has built strong relationships with exhibitors, buyers and the media. Our exhibitors treat us as a business consultant, and over 80% return.
The size of MIFF is very compact – buyers will discover a relatively relaxed environment. Although the show is held at two venues concurrently, a non-stop shuttle service means buyers can get around conveniently.
We take care of the needs of exhibitors and buyers to give them a world-class show experience, so they can concentrate on doing business. MIFF also provides show newcomers and veterans alike not just a networking venue, but common ground for furniture experts to convene and share industry developments and market trends.
Date: 1st-5th March 2016
Location: Putra World Trade Centre & MATRADE Exhibition and Convention Centre, Kuala Lumpur, Malaysia
