On the evening of July 1, 2025, a media press conference hosted by FSMC, the Chinese agent of Asset World Corporation  in Thailand, was grandly held at the Foshan Home Expo Center.

More than 20 authoritative media outlets, including Chinese Designer Network, China Home Furnishing Network, Sina, Tencent, etc., gathered at the scene to witness the important moment of Thailand's AWC Group's strategic layout in China. AWC Mr. Kevin Zhang engaged in in-depth dialogue with the media on topics such as the investigation results of the Foshan Home Furnishing market and the development plan of the Bangkok AEC trading center.

（華南家居網(wǎng)訊）2025年7月1日晚，由泰國(guó)Asset World Corporation集團(tuán)中國(guó)代理商：FSMC曼誠(chéng)企業(yè)咨詢公司主辦的媒體記者見(jiàn)面會(huì)在佛山市家居博覽中心隆重舉行。

華人設(shè)計(jì)師網(wǎng)、華南家居網(wǎng)、新浪、騰訊等20余家權(quán)威媒體齊聚現(xiàn)場(chǎng)，共同見(jiàn)證泰國(guó)AWC集團(tuán)在華戰(zhàn)略布局的重要時(shí)刻。AWC Mr. Kevin Zhang就佛山家居市場(chǎng)考察成果、曼谷AEC東盟家居城發(fā)展規(guī)劃等議題與媒體展開(kāi)深度對(duì)話。

【Journalist  Interview  記者訪談】

1. What is your impression of the home furnishing industry in Foshan?

Foshan has left a strong impression on me. The scale of its home and furniture manufacturing ecosystem is truly remarkable—from volume production capacity to specialization in categories like lighting, smart furniture, and eco-materials. Foshan demonstrates advantages in mass production, price competitiveness, and a wide product variety across design and function.

Thai consumers are becoming increasingly sophisticated—favoring not only affordability but also aesthetics, sustainability, and space efficiency. Chinese products that incorporate these elements stand a better chance of succeeding in the Thai market.

1、AWC集團(tuán)對(duì)佛山家居產(chǎn)業(yè)的印象如何？

佛山給我留下了深刻的印象。家具、建材、家電的上下游產(chǎn)業(yè)鏈規(guī)模確實(shí)非凡，從現(xiàn)代化生產(chǎn)線到電子元件開(kāi)發(fā)、智能家居和生態(tài)新型材料等類別的專業(yè)化。佛山在生產(chǎn)體量、價(jià)格競(jìng)爭(zhēng)力、產(chǎn)品設(shè)計(jì)和功能開(kāi)發(fā)方面，產(chǎn)品具有多樣性、全面性的優(yōu)勢(shì)。

目前，泰國(guó)消費(fèi)者正變得越來(lái)越老練——不僅喜歡負(fù)擔(dān)得起（價(jià)格），而且喜歡美學(xué)、耐用和空間實(shí)用性。融入這些元素的中國(guó)產(chǎn)品更有可能在泰國(guó)市場(chǎng)取得成功。

2. How would you describe the current furniture market in Thailand, and what advice would you give to Foshan exporters?

Thailand’s furniture and building décor market is growing steadily, with revenue projected to exceed THB 125 billion in 2025, and 5.5% annual growth. Demand is fueled by industrial expansion, urbanization, and lifestyle-driven upgrades, especially among the middle class and SME businesses.

The AEC Trade Center, developed by Asset World Corporation (AWC), aims to become the premier regional sourcing hub for cost-efficient, innovative, and sustainable building and living solutions—not only for Thailand, but also for the wider ASEAN region. For Foshan exporters looking to tap into this opportunity, we recommend:

· Offering direct-from-manufacturer pricing

· Introducing smart, eco-friendly, and space-saving designs

· Partnering with agencies/ operators who has local operational expertise and logistics support

Our center connects these suppliers to B2B buyers in construction, hospitality, retail, and healthcare—segments actively sourcing for quality furniture and finishing materials.

2、您如何描述泰國(guó)當(dāng)前的家具市場(chǎng)，您對(duì)中國(guó)家居企業(yè)有什么建議？

泰國(guó)的家具和建筑裝飾市場(chǎng)正在穩(wěn)步增長(zhǎng)，預(yù)計(jì)到2025年市場(chǎng)銷售額將超過(guò)1250億泰銖（約275億人民幣），年增長(zhǎng)率為5.5%。工業(yè)擴(kuò)張、城市化建設(shè)和高品質(zhì)生活方式驅(qū)動(dòng)了泰國(guó)人的家居市場(chǎng)需求，特別是在中產(chǎn)階級(jí)和中小企業(yè)圈層。

AEC家居貿(mào)易中心是由Asset World Corporation（AWC集團(tuán)）開(kāi)發(fā)，旨在成為高效貿(mào)易、創(chuàng)新商業(yè)模式和長(zhǎng)遠(yuǎn)發(fā)展增長(zhǎng)的貿(mào)易平臺(tái)，AEC項(xiàng)目是東盟規(guī)模最大、也是泰國(guó)首座一站式家居建材采購(gòu)中心，因此，AEC項(xiàng)目影響覆蓋面不限于泰國(guó)，能輻射到更廣泛的東盟地區(qū)。對(duì)于希望抓住這一機(jī)遇的中國(guó)企業(yè)，我們建議：

· 泰國(guó)家居市場(chǎng)零售溢價(jià)比較高，請(qǐng)保護(hù)這片藍(lán)海，謹(jǐn)慎定價(jià)，不要傾銷和打價(jià)格戰(zhàn)。

· 引入智能、環(huán)保和節(jié)省空間的設(shè)計(jì)，能更吸引泰國(guó)用戶。

· 落戶曼谷后，開(kāi)拓泰國(guó)各城市經(jīng)銷商和物流配送機(jī)構(gòu)，提供泰國(guó)全境銷售服務(wù)。

我們AEC家居貿(mào)易中心將為進(jìn)駐的中國(guó)企業(yè)，創(chuàng)造與泰國(guó)建筑業(yè)、酒店業(yè)、零售業(yè)和醫(yī)療保健業(yè)等的采購(gòu)商的聯(lián)系，促進(jìn)泰國(guó)各行業(yè)采購(gòu)中國(guó)的優(yōu)質(zhì)家具和裝飾材料。

3. What are AWC Group’s future development plans, particularly in relation to China and the AEC Trade Center?

AWC is Thailand’s leading integrated lifestyle real estate group, and our vision is to create world-class destinations that drive long-term growth. The AEC Trade Center is a flagship initiative—spanning over 300,000 sqm of GFA in Ayutthaya, strategically located near:

? Four major industrial estates

? Five major data centers

? Three large-scale wholesale markets

Our goal is to position AEC as a one-stop B2B platform and gateway for Chinese suppliers entering Thailand and the broader ASEAN market. Key advantages of the project include:

? A Smart Trade Zone supported by tech-enabled logistics

? Year-round exhibitions and buyer-seller matching events

? A strategic location with seamless connections via road, rail, and air—especially to CLMV countries

? Long-term benefits from the upcoming China–Thailand high-speed rail project

3.AWC集團(tuán)未來(lái)的發(fā)展計(jì)劃是什么，如何幫助中國(guó)家居企業(yè)出海？

AWC集團(tuán)是泰國(guó)商業(yè)地產(chǎn)的龍頭，我們的愿景是創(chuàng)造世界級(jí)的家居采購(gòu)基地，推動(dòng)?xùn)|南亞家居市場(chǎng)長(zhǎng)期增長(zhǎng)。泰國(guó)AEC家居貿(mào)易中心是一個(gè)旗艦項(xiàng)目，位于曼谷北部的昆明-曼谷高速公路旁邊，距離在建的高鐵站僅10分鐘車程，距曼谷廊曼國(guó)際飛機(jī)場(chǎng)30分鐘車程。AEC項(xiàng)目總建筑面積超過(guò)30萬(wàn)平方米，周邊比鄰：

? 四大工業(yè)區(qū)

? 五大數(shù)據(jù)中心

? 三個(gè)大型批發(fā)市場(chǎng)

我們的目標(biāo)是讓AEC項(xiàng)目幫助中國(guó)家居企業(yè)成功出海落地，獲得東盟市場(chǎng)的一站式B2B門戶平臺(tái)。AEC項(xiàng)目的主要優(yōu)勢(shì)包括：

? 園區(qū)內(nèi)設(shè)占地3萬(wàn)米的智慧物流園，支持的智能貿(mào)易功能

? 全年持續(xù)舉辦各大主題的國(guó)際展覽會(huì)和“采購(gòu)商-供應(yīng)商”配對(duì)活動(dòng)

? 通過(guò)公路、鐵路和航空無(wú)縫連接的戰(zhàn)略位置，

? 與CLMV國(guó)家的連接，中泰高鐵項(xiàng)目的長(zhǎng)期賦能。

4. If Chinese companies wish to invest in Thailand, how can AWC support them through AEC Trade Center?

AWC offers a turnkey ecosystem for Chinese enterprises looking to expand into Thailand. Through the AEC Trade Center, we provide:

· Exhibition and permanent showroom space to showcase products

· Integrated logistics and warehousing support with partners

· Market access via B2B networking events, PR, and marketing campaigns for both B2B and B2C

· Future support for financial services, e-commerce, and bonded warehouse operations

Additionally, we are planning a dedicated “Chinese Desk” to support onboarding for Chinese brands. Our local service partners will assist with tax, corporate registration, HR, and accounting matters—ensuring a smooth and professional business setup.

Ultimately, our mission is to provide Chinese enterprises with a structured, credible, and growth-enabling platform to succeed in Thailand and beyond.

4.如果中國(guó)企業(yè)選擇泰國(guó)，AWC如何通過(guò)AEC貿(mào)易中心為他們提供支持？

AWC為希望出海的中國(guó)企業(yè)提供了一個(gè)拎包入駐的商業(yè)生態(tài)系統(tǒng)。通過(guò)AEC家居貿(mào)易中心，我們提供：

· 用于展示產(chǎn)品的展覽和永久展廳空間，配備專業(yè)的泰國(guó)本地銷售員。

· 與大型物流企業(yè)合作，提供綜合跨國(guó)物流服務(wù)和海外倉(cāng)，并提供泰國(guó)配送上門安裝

· 通過(guò)B2B線上推廣、線下商協(xié)會(huì)公關(guān)活動(dòng)、B2B、B2C促銷活動(dòng)等渠道打開(kāi)泰國(guó)市場(chǎng)

· 與螞蟻金服合作，通過(guò)“萬(wàn)里匯”實(shí)現(xiàn)人民幣結(jié)算，確保中國(guó)企業(yè)貨款安全回國(guó)。未來(lái)持續(xù)對(duì)金融服務(wù)、電子商務(wù)和保稅倉(cāng)庫(kù)運(yùn)營(yíng)的支持。

此外，我們正計(jì)劃設(shè)立一個(gè)專門的“中國(guó)服務(wù)臺(tái)”，以支持中國(guó)品牌的職業(yè)培訓(xùn)。我們的本地服務(wù)合作伙伴將協(xié)助稅務(wù)、公司注冊(cè)、人力資源和會(huì)計(jì)事務(wù)，確保業(yè)務(wù)順利、專業(yè)地建立。

最終，我們的使命是為中國(guó)企業(yè)提供一個(gè)系統(tǒng)性、高可靠性和持續(xù)增長(zhǎng)的貿(mào)易平臺(tái)，使其在泰國(guó)及其他東南亞地區(qū)取得成功。

如果中國(guó)企業(yè)家有意向了解更多信息，可聯(lián)系A(chǔ)WC集團(tuán)在中國(guó)的總代理：佛山曼誠(chéng)（FSMC）公司。

【Media Editorial 媒體社論】

Chinese Designer Network and other media reporters pointed out in post meeting reports that "Thailand's AWC's choice to cooperate with China's home industry may reshape the high-end home market pattern in Southeast Asia. "

The attending journalists generally believe that this meeting sends a strong signal that Thailand and China's home furnishing industry are shifting from "supply chain complementarity" to "value chain co creation".

華人設(shè)計(jì)師網(wǎng)等多家媒體記者在會(huì)后報(bào)道中指出："泰國(guó)AWC選擇與中國(guó)家居產(chǎn)業(yè)合作，或?qū)⒅厮軚|南亞高端家居市場(chǎng)格局。"

與會(huì)記者普遍認(rèn)為，此次見(jiàn)面會(huì)釋放出泰國(guó)與中國(guó)家居產(chǎn)業(yè)從"供應(yīng)鏈互補(bǔ)"轉(zhuǎn)向"價(jià)值鏈共創(chuàng)"的強(qiáng)烈信號(hào)。

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