Liancheng County Fenghai Bamboo and Wood Industry Co., Ltd.: Speeding up production and expanding to develop the market, seeking opportunities for breakthroughs amid risks
2025-04-20
April 17,The author visited Fenghai Bamboo and Wood Co., Ltd., located in Pengkou Industrial Park, Liancheng County. At the site, the completed Phase I and Phase II project production workshops were filled with the roar of machines, and workers were processing a series of products such as pet houses, modern gardening items, and bamboo products. The second factory of the ,Phase III project has also been basically completed, with equipment installation and the production of bamboo products for export to Europe being pushed simultaneously. The enterprise presents a picture of prosperous development.
Liancheng Fenghai Bamboo and Wood Industry Co., Ltd. is an export-oriented enterprise integrating production and trade. It specializes in the deep processing and operation of bamboo and wood products, with five major series of indoor and outdoor furniture: 'pet houses, modern gardening, children's products, leisure products, and bamboo products.' Both the product structure and quality are highly praised by foreign customers, and the products are exported to 16 countries including Europe, America, Japan, and South Korea, with long-term cooperative relationships established with overseas agents.
"We export 30% of our products to the United States. This time, the tariff war unilaterally initiated by the U.S. government has had an impact, and we have suspended deliveries of products to the U.S. We are now actively developing the European and domestic markets, which will effectively make up for the U.S. market share. We believe that the development of the company will not be greatly affected," said Huang Lianghai, Chairman and General Manager of Liancheng Fenghai Bamboo and Wood Industry Co., Ltd., which is about to participate in the Canton Fair, in an interview with the author.
Huang Lianghai's confidence in coping with the impact of the international tariff trade war is backed by the company's consistent pursuit of creating high-quality products, vigorously developing new types of productivity, striving for innovation, and leveraging quality to strengthen itself.
In fact, this is not the first time Huang Lianghai and 'Fenghai' have faced international 'challenges.' As early as 2018, when the United States first launched a tariff trade war against China, 'Fenghai' had already demonstrated resilience in its development.
"In 2018, in order to stabilize the US market and expand into the European market, the company adhered to the 'two-pronged' approach of improving quality and innovating in research and development, seeking development opportunities from the crisis, which allowed it to continue growing and strengthening!' Huang Lianghai recalled. At that time, on one hand, the company enhanced competitiveness through high quality, improving product standards according to US regulations, replacing ordinary anti-corrosion coatings with environmentally friendly coatings, and extending the product's service life from 1 year to 3 years. The high-quality products were also fully recognized by the market; on the other hand, it introduced an excellent product development team, conducted thorough research and evaluation for the European market, and, based on consumer feedback and market trends, specifically developed more than 3,000 marketable products to help the enterprise smoothly navigate the 'crisis.'
'Our market map has expanded from the US to Europe and Australia, providing a guarantee for stable development,' Huang Lianghai said. At the peak, Fenghai's products were exported to more than 20 countries worldwide. Affected by the Russia-Ukraine war, the main export countries now still number 16.
Facing the external impact of a new round of tariff wars, Fenghai still maintains a calm attitude, actively responding to new challenges, and striving to turn crises into opportunities. While continuing to explore the European market, the company actively participates in important trade fairs such as the Canton Fair, China International Hardware Show, and Xiamen Fair, further expanding both domestic and international markets to grow its 'market share.' It insists on increasing quantity through technological upgrades and improving quality through technological innovation, connecting with scientific achievements from universities and research institutes, organizing R&D personnel to tackle technical challenges, and innovatively developing new bamboo and wood products, including bamboo-wood composites, bamboo substitutes, and pure bamboo series, continuously enhancing the core competitiveness of its products. The company is accelerating the construction of the Phase III expansion of its 220 million yuan investment in a digital bamboo processing production line, aiming to achieve a plan to double its production capacity.
"After the project is completed, the company's bamboo product production and development capabilities will be greatly enhanced, and production capacity will more than double. This will play a positive role in further expanding our international market," said Huang Lianghai. The newly developed European market can recently make up for the export 'gap' caused by international environmental shocks. After the new project officially 'kicks off' at the end of August, it will help the company stabilize and advance sustainably in the 'blue ocean' of the bamboo products market in Europe and domestically.
As the company name 'Fenghai' implies: with effort, one will surely gain a sea of harvest! Liancheng's 'Little Bamboo' has a promising future, crossing oceans to grow bigger, better, and stronger!
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Pengkou Industrial Park, Liancheng County, Longyan City, Fujian P.R., China
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