AHEC Lays Out 2015 Promotional Strategy
With nearly 50% of graded US hardwood lumber production now being exported,
international promotion has never been more important to this industry. Globalization has
meant not only the migration of manufacturing, but has also led to unprecedented growth
in global purchasing power. Indeed, it has now become clear that much of the increased
demand for hardwood products—including finished products—is coming from outside
the U.S., especially in the rapidly growing economies of Asia In terms of promotion,
therefore, it is very important that our industry recognize and target not only the highvolume re-export manufacturing sectors of today and tomorrow (the search for the “next
China”), but we must also identify new market opportunities and niches within wellestablished, so-called “mature” markets. The AHEC programs are designed to do both,
as we provide a wide array of information to overseas importers, distributors, specifiers
and end users of wood products. For 2015, AHEC has laid out a four-part strategy
designed to “grow the pie” in overseas markets for US hardwood exporters. A brief
outline of that strategy follows:
1) Seek out new markets for hardwood products:
In areas of the world where there is low understanding of US hardwoods, most notably
inland China, AHEC will continue to "push" demand through import channels by
providing technical information, trade servicing and conducting technical seminars. In
more mature markets, the focus will be to "pull" demand by targeting specifiers and
manufacturers through a multi-pronged basket of activities that includes demonstration
projects, design/architectural seminars, and a targeted PR campaign.
2) Promote new uses and applications within existing markets:
“New markets” means more than just new geographical regions. In 2015 AHEC will
continue to be actively involved in identifying and exploiting potential new market
segments, such as hardwood use in structural applications through CLT development
or the potential for thermally-modified or treated hardwoods to gain a foothold in the
exterior applications market.
3) Continue to extoll environmental credentials:
2015 marks the official launch of the American Hardwood Environmental Profile
(AHEP), an environmental profiling “tool” that will combine legality information
(EUTR, Lacey requirement), sustainability data from the US Forest Service and LCA
impacts from the AHEC research. The AHEP makes it possible to produce, at the push
of a button, a two-page profile specific to every container of US hardwood exported.
At the same time, a multi-pronged PR campaign will continue to target architects,
designers and consumers with information on US hardwood forest management as well
as the environmental attributes of American hardwoods.
4) Create Networking Opportunities for US Exporters:
In 2015 AHEC will create a number of opportunities for US exporters to engage with
overseas buyers. US hardwood pavilions will be organized at leading global trade
shows such as Interzum Guangzhou, the Dubai Wood Show, SylvaWood Shanghai,
and Intermob Turkey. AHEC will also sponsor Conventions in China, the United
Kingdom and Mexico and host dozens of seminars and networking receptions around
the globe.
Below is a partial list of AHEC activities for the year:
AHEC Activity Calendar 2015
January
Hannover, Germany
DOMOTEX Flooring Show
January 21-24
Mexico City
Promueble
Jan 29-Feb 1
Istanbul, Turkey
Wood In Architecture Trade Fair
February 24
Poznan, Poland
Design Seminar
March 3-7
Kuala Lumpur, Malaysia
Malaysia Int’l Furniture Fair
March 13-16
Singapore
International Furniture Fair
March 11-14
Ho Chi Minh, Vietnam
VIFA Furniture Show
March 16-20
Bento Goncalves, Brazil
FIMMA Brazil
March 23-27
Australia (various)
Timber in Design Seminars
March 24-26
Shanghai, PRC
DOMOTEX Asia/CHINAFLOOR
March 28-Apr 1
Guangzhou PRC
Interzum Guangzhou***
April 1-30
Milan, Italy
Wallpaper Design Exhibition
April 13
Dubai, UAE
“Timber Talk” Seminar
April 14-16
Dubai UAE
Dubai Wood Show***
April 15
Yamagata, Japan
AIA Architecture Seminar/Tour
April 16-17
Dubai, UAE
AHEC/NHLA Grading Seminars
April 17-20
Qingdao PRC
Qingdao Furniture Fair
April 18-19(TBC)
Amman, Jordan
AHEC Technical Seminars
May 1
Milan, Italy
EXPO/World’s Fair Opening
May 5-8
Cologne, Germany
Interzum Cologne
May 19-21
London
Clerkenwell Design Week
May 26-28
Mexico City
Expo AMPIMM
May 28-30
Mexico City
Expo Habitat
June (TBC)
Takamatsu/Takayama Japan AHEC/NHLA Grading Seminars
June 9-11
Shizuoka, Japan
Shizuoka Furniture Fair
June 16-18
Cancun, MX
Expo Hotel
June 22-23
Hanoi, Vietnam
Hardwood Seminars
June 25-26
Guangxi, PRC
20th SEA/Greater China Convention
June 29-July 1
Shanghai, PRC
SYLVA Wood***
June 30-July 3
Japan (various)
AHEC/NHLA Grading seminars
July 8-11
Guangzhou PRC
International Building Fair
July 8-9
Fukuoka, Japan
Fukuoka Furniture Exhibition
July 12-15
Chengdu PRC
Chengdu Furniture Show
August (TBD)
Guadalajara, MX
TechnoMueble Furniture Show
August 10
Kuala Lumpur, Malaysia
AHEC Design Seminar
August 12-15
Kuala Lumpur, Malaysia
ARCHIDEX Trade Show
September 10-13
Shanghai PRC
FMC Premium***
September (TBD)
Sydney, Australia
Australia Timber Design Awards
September 17-19
Jakarta, Indonesia
Woodworking/ Furniture Show
September (TBC)
Dubai UAE
Commercial Interior Design Awards
October 10-14(TBC) Istanbul, Turkey
Intermob Trade Show***
October 14-17
Ho Chi Minh City, Vietnam Vietnam Woodworking Fair***
October (TBC)
Cairo, Egypt
Cairo WoodShow
November 25-27
Tokyo, Japan
Int’l Furniture Fair Tokyo
December 11-14
Taipei, Taiwan
Taipei Building and Construction
***Denotes Planned US Hardwood Pavilion