cens logo

Fewer Children Mean More Potential for Furniture Makers

Aug 01, 2011 | By Michelle Hsu

A truism in business remains that social trends, regardless of short- or long-term miseries created, will always be cradles of opportunities. Graying societies in Japan, Taiwan, China and elsewhere due to decreasing birth rates may alarm policymakers and life insurers, but are actually creating potentially lucrative opportunities for makers of children furniture. One reason is simply doting children in many Asian nations, where per-family number of offspring continues to drop. Reports are that many policy-enforced single-kid-per-family in China are coddled by not just parents but also grandparents, breeding unprecedented spoilt-rotten children, whose cost of upbringing inevitably command ever higher premiums.

WROUGHT`s motto is to design furniture to elicit joy among children.WROUGHT`s motto is to design furniture to elicit joy among children.

Such socially-questionable trend ironically spells good news for furniture makers in Taiwan, especially ones turning out products for children, whose fewer numbers mean parents can afford to and willingly pay more for furniture. And the children furniture market today has come a long way since a few decades ago, with form and function both improved significantly.

Wrought Enterprise
Wrought Enterprise, set up in 1997 and originally focused on making office chairs, is one maker who has been drawn to the niche, having decided to diversify into children's chairs in recent years. Tapping its extensive design and production know-how, Wrought Enterprise entered the children furniture segment with high-end chairs, which seem to be scaled-down versions of its line of office chairs.

The marketing strategy may be entirely different for children furniture because the products are generally more colorful and cuter than adult counterparts, says general manager Victor Wu, implying that the marketing mindset needs recalibrating.

Wrought's line of children chairs may be smaller but are just as sophisticated as its upscale office chairs and make typical counterparts seem rudimentary, with coasters, airlift devices to easily adjust seat height, and 4-to-6 position adjustable seatback.
A new marketing strategy has been hatched to promote children chairs. Besides labeling the line eponymously, Wrought will launch sets composed of children chair and desk, which will be designed to match. "It's a way to raise product value," says Wu, whose experience tells him that a package generates higher value than individuals. But the company also offers single items.

The chief designer, Wu believes the key to designing children furniture is to elicit joy among children. "Color is very important for it helps to stimulate children's visual sense to inspire imagination, while bright colors attract attention and seed creativity," says Wu.

King Yueh Cheng also offers customized design and production of children furniture.King Yueh Cheng also offers customized design and production of children furniture.

The maker started making children chairs as an ODM (original design manufacturer) for several leading children furniture brands in Taiwan, and plans to explore the market in China via partnerships with local makers, as well as launch the Wrought-branded children furniture. Wu's brimming confidence in the children furniture market in China is buoyed by the official one-child policy, which practically turns kids into cash-generating bargaining chips for his business.

King Yueh Cheng
King Yueh Cheng, a seasoned maker of wooden furniture, is a pioneer of children furniture in Taiwan, where it has consistently supplied "high-end" children furniture for 30 years to build a reputation as a specialist.

Estsblished in October 1984 with a mission to "create health-enhancing and joyful learning environment for children," King Yueh Cheng was founded by the design manager Tommy Wei's father to mainly turn out children furniture because the man believed the decades-old classroom furniture cried out for improvement.

Like most pioneers with grand vision, King Yueh Cheng fought an uphill battle in its early years when most families were too poor to afford "higher-end furniture" for children. Undaunted, the maker persisted to turn out "high quality" furniture for children, firmly believing that children is the most valuable national asset and so deserve quality furniture. Wei's father regularly discussed with educators about how to realize his goal, which was finally achieved by endless effort and steady improvements.

Each of Kuang Shin`s children furniture is ergonomic.Each of Kuang Shin`s children furniture is ergonomic.

Reflecting success in the niche, the maker's children furniture has won since 2000 the annual "Award for Excellent Children Education" from the Chinese Early Childhood Education Promotion Association. Now King Yueh Cheng is also an interior designer, handling customized furniture design and production projects for kindergartens, childcare centers and elementary schools.

Originally focusing business in Taiwan, King Yueh Cheng now exports children furniture to Japan, the U.S., Hong Kong, and China.

The success achieved in children furniture has motivated King Yueh Cheng to diversify into products for living rooms, kitchens, dining rooms and more, but remaining true to using wood. "It's a family tradition to use natural materials for furniture production," says Wei.

King Yueh Cheng also uses only lead-free woods, as well as emphasizing safety in children furniture by eliminating sharp angles and maximizing structural integrity.

Kuang Shin Enterprise

Kuang Shin Enterprise Co. is another major children furniture maker in Taiwan. Established in 1987, this maker began turning out metal office furniture parts and gradually diversified into children desks and chairs, computer desks, furniture hardware, OA chairs, display racks/storage racks and so on. It's been literally child's play for the seasoned maker to handle children furniture.

Realizing a totally new marketing philosophy is needed to promote children furniture, Kuang Shin set up a special R&D group to design such products. The goal is to design ergonomic desks and chairs, whose heights must be adjustable to allow children to literally grow with the furniture. One can say that buying only one chair from Kuang Shin suffices for a child can use it from elementary school through university.

The children chairs feature key advantages of all upscale counterparts. The table is multifunctional as a computer desk that accommodates a PC and peripherals; while the chairs have gas-lift mechanisms for easy height adjustment; the waterproof upholstery enable easy-maintenance and UV wheels ensure smooth movement and scuff-free floors. The chairs are also multi-patented for design and structure.

Industry Reports

Functionality and PPE in Spotlight at Upcoming TITAS Expo on 10/13</h2>

Functionality and PPE in Spotlight at Upcoming TITAS Expo on 10/13

Sep 30, 2020

The upcoming Taipei Innovative Textile Application Show (TITAS) is entering its 24th edition, with 803 booths, 356 exhibitors from 11 countries, including Taiwan, Sweden, Germany, Japan, South Korea, Switzerland, the U.S., Vietnam, Hong Kong, Singapore, and China. Innovation, environmental-awareness, and products gearing towards the post-pandemic market are the focal points at TITAS. The five ...

Samsung's Potential Mini/Micro LED Partnership with Taiwanese Firms</h2>

Samsung's Potential Mini/Micro LED Partnership with Taiwanese Firms

Sep 28, 2020

The world's leading memory chip and smartphone maker Samsung Electronics is looking for potential display technology partnerships in Taiwan, specifically for mini/micro-LED industry applications. Local media Economic Daily News reported Samsung was partaking in a private project with LED driver IC supplier Macroblock Inc., a move signaling the Korean group's further ambition in the mini/micro-...

Strong Global Trade Rebound for Two-Consecutive Months: CPB</h2>

Strong Global Trade Rebound for Two-Consecutive Months: CPB

Sep 28, 2020

Since July, global trade volume continues to rebound, signaling economies' restarting in a bid to make up the worldwide lockdown this spring due to the pandemic. In a report released by the CPB Netherlands Bureau for Economic Policy Analysis, the CPB World Trade Monitor in July grew 4.8% compared to June, the largest increase since the bureau began compiling statistics in 2000. This is slightl...

Industry In-Focus

ITRI Forms Industry-Gov Alliance for Universal EV Charging Platforms</h2>

ITRI Forms Industry-Gov Alliance for Universal EV Charging Platforms

Sep 29, 2020

Industrial Technology Research Institute (ITRI) has allied with around 50 firms and government agencies to develop electric vehicle (EV) batteries technologies, seeking to roll out a standardized platform and allow EVs of different brands to use the same batteries. The alliance aims to cultivate the island's EV industry and offer customers a more diverse selection of charging options to choose...

Latest PCB Industry Report NTI-100 Shows Growing Asian Reach</h2>

Latest PCB Industry Report NTI-100 Shows Growing Asian Reach

Sep 23, 2020

Global PCB NTI-100 2019 Fabricators report from the research agency heavyweight N.T.Information showed companies with over USD$1 billion revenue have increased compared to 2018. The report, annually compiled by Dr. Hayao Nakahar, showed in 2019, 122 fabricators were listed reporting revenue over USD$1 billion, an increase of four companies compared to the 2018 list. The report also found more ...

Surgical Masks: the New Battleground for Textile Industry</h2>

Surgical Masks: the New Battleground for Textile Industry

Sep 22, 2020

With most of society worldwide becoming more and more accustomed to wearing masks in the post-pandemic era, it has become a must-have accessory, attracting domestic textile firms into production. Traditional textile firms, such as Eclat Textile, Makalot, Far Eastern New Century, Everest, Roo Hsing, and QVE, have begun making masks, reports say. The COVID-19 pandemic has led to fewer consumers ...

Supplier News

Sheh Fung owns three factories, one of which located in Mituo District, KaoHsiung primarily focuses on packaging and heading.

Sheh Fung Screws' Profitable Q3 Prompts Goal for NT$2 Billion Sales by Year-End

Sep 24, 2020

■ Huang Chih-ming Located in Kaohsiung, Taiwan, Sheh Fung Screws Co., Ltd focuses on manufacturing three categories of screws: self-drilling screws, painted screws, and wood screws, often found in wood construction, sheet metal roofs, wood footpath, and DIY home decor applications. Currently, the U.S. is the firm's primary market, making up 64% of sales, 7% for Europe, 6% for Asia, and 12% for...


Chipboard Screw, Special Wood Screw, provided by Shuenn Chang Fa

Quality Fastener Maker Shuenn Chang Fa Shows Resilience with Sales Boost

Sep 24, 2020

■ Huang Chih-ming Taiwanese quality fastener manufacturer Shuenn Chang Fa Enterprise Co., Ltd.'s (SCF) presented exceptional ability to adapt to challenging times amid the COVID-19 pandemic. Unlike other firms, SCF leveraged its production strategy with its new plant, and even saw sales performing better than expected. SCF’s newest factory expands the original 10,000-square meters factory g...


Stainless Steel Screws, provides by Ray Fu Enterprise Co., Ltd.

Ray Fu's Reliable Fastener Quality for Clients Bolsters Q4 Sales

Sep 24, 2020

■ Huang Chih-ming Ray Fu Enterprise Co., Ltd. is a Taiwanese professional exporter for various fasteners and steel wires. Along with its parent company Chen Nan Iron Wire, both firms are located in Kaohsiung City of southern Taiwan. Ray Fu manages a wire rod storage, spheroidizing annealing furnace, pickling surface equipment, wiring drawing machinery, and fastener forming machine. While the C...


Insiders' Views

Caption: Pictured from front row, third right, Changhua County Government Economic Affairs Department Director Liu Yu-ping, County Magistrate Wang Huei-mei, Secretary Chen Bo-tsun pose in front of the exhibition booth. (Photo provided by CHCIA)

Changhua County Government Shores up Biz-Matching to Global Buyers

Nov 18, 2019

■Yang Feng-Chun In a bid to assist manufacturers in Changhua County to expand their market reach overseas against severe competition in the globalized market, Changhua County Government has been an active player in pushing for a makeover and innovation of its local small and medium-sized enterprises. This is done in hopes of establishing stronger connection with international markets. An ex...

Paul Master offers high-quality chassis and engines parts for passenger cars, trucks, and industrial trucks. (Photo courtesy of Paul Master)

Paul Master Builds Reputation with Auto Chassis and Engine Parts

Nov 18, 2019

Founded in 1980, Paul Master Auto Parts Co. is headquartered in Taiwan, a professional manufacturer of chassis and engines parts for passenger cars, trucks, and industrial trucks including forklifts. General Manager Terry Liang said the company has its own professional design department, which provides customized products and specifications for global buyers, including automobile steering and...


Nan Hoang Traffic Instrument Co., Ltd.</h2><p class='subtitle'>Taiwan First brakes Technology Co., Ltd. </p>

Nan Hoang Traffic Instrument Co., Ltd.

Taiwan First brakes Technology Co., Ltd.

Sep 04, 2019

Nan Hoang Traffic Instrument Co., Ltd is one of the major manufacturers of automobile friction materials in Taiwan and globally. Chairman Austin Cheng has implemented the double-arrow strategy this year - own brand of “YangPo” is adopted to focus on global channels while the “NHC brand focuses on improving market shares in global markets, such as Europe, America, Asia, Australia, and the Middle E...

Exhibition Highlights

Stable Development and Popular Fastener Show in China</h2>

Stable Development and Popular Fastener Show in China

Sep 11, 2020

Driven by market prospects, domestic and international exhibitors actively prepare International Fastener Show China in Shanghai on November 3-5, 2020. Suffering from global epidemic and quarantine nearly half year, exhibitions are hot and popular in mainland China. Thousands of visitors join and visit the exhibitions with inquiries, and are eager to know new technology. Domestic and inter...

2020 Medical Taiwan to Host In-Person and Virtual Events</h2>

2020 Medical Taiwan to Host In-Person and Virtual Events

Sep 10, 2020

2020 Medical Taiwan is slated to kick off on Oct. 15 to Oct 17 at Nangang Exhibition Hall 2. Aside from events at the show, show organizer Taiwan External Trade Development Council (TAITRA) is also hosting the “Medical Taiwan Virtual” online edition at the same time due to travel restrictions impacted by the COVID-19 pandemic. The virtual edition will present 200 exhibitors and over 700 medic...

Automechanika Shanghai 2020 reveals online tools to navigate current trends and post-pandemic opportunities</h2>

Automechanika Shanghai 2020 reveals online tools to navigate current trends and post-pandemic opportunities

Sep 01, 2020

Ms Fiona Chiew, Deputy General Manager, Messe Frankfurt (HK) Ltd, reflected that: “As the industry starts to spring back from the effects of COVID-19, we believe that highly influential platforms like Automechanika Shanghai play a crucial role rejuvenating the market. It is our mission to help players unlock their potential. Therefore, we are continuing to realign our resources by utilising new d...