Secrets of Success at MIFF:
Product Showcase Strategies by Yeo Li Shian and Chin Pei Ling Furnish Now writers
During the 20th century, Malaysian entrepreneurs started furniture businesses with little money, by finding a niche and by being smart to make that niche work. They were able to deliver better quality than regional competition at very competitive prices. In the 21st century, everything has changed. Competing on a world stage, top Malaysian International Furniture Fair (MIFF) exhibitors know that quality and price are two factors among many that make for successful business. Many now know that branding and image are equally important factors. Others find that their niche has changed, and they have adapted to new market demands.
Furnish Now has selected a handful of exhibitors that shine as models of good 21st century furniture business. Their pictures, tips and sage advice are worth a read, and quite possibly, much more.
LENCASA First Impressions Matter Lencasa knew from the start that booth presentation can either make or break. With more than 500 exhibitors at MIFF each year, the heat is on to make your brand stand out from the rest. First impressions matter, the way your booth is presented is the first crucial step to make buyers stop at your booth, according to Lencasa Director, Quek Kheng Long. Obviously, product quality, marketability, and price are all equally important—but the way you present your brand is first on the list. “When you don’t put in effort to present your booth in the right and attractive way, it reflects your lack of seriousness in doing business," said Mr. Quek. "This is why we seek to present ourselves in this way." Although just exhibiting at MIFF in the last three years, Lencasa is fixed on constant improvement. "Today, when the buyers look at our booth, they know this is Lencasa," said Mr. Quek. “We do that on purpose because we believe that the brand image and character are more important, to show who we are to the buyers. I believe that a good design can last for a 100 years."
Furnish Now is the official magazine of the Malaysian International Furniture Fair (MIFF)