Vöhringer is the expert for lamination, profiles, furniture parts and PU production. We interviewed with the company’s international technical advisor, a Turkish engineer Fatih Çınar based in Vöhringer’s production center in China.
ORSIAD: First of all, it’s great to see a successful Turkish expert working for Vöhringer’s production center in China. Can you tell us more about Vöhringer?
Fatih Çınar: Founded in 1921, Swabian company Vöhringer (Voehringer) has its origin in wood converting. For lamination of panel stock, the company is the pioneer and international system supplier, leading the RV sector (recreational vehicle). Today we manufacture in four major product groups: Panel laminating, Furniture parts and manufacturing, Profiles and wrapping, Polyurethane (PU) parts. Between the years 1950 and 1970, second generation manager Hermann Voehringer lead the company into a new era of industrial scale production of plywood and sawn timber. In 1984, with Juergen and Thomas Voehringer stepping onto their father’s footsteps, the company expanded its product portfolio even further and became a key supplier for the European RV and furniture industry. In 1996, Voehringer realized the potential of the Chinese market. Within only a few years, Voehringer flooring and furniture products have become well known for leading innovation and quality. For almost one century, Voehringer have lived up to their slogan and remained “Always one step ahead“. The company is now operating in Europe, China, and the USA as true experts in the wood processing industry. In China, our main productions are laminated flooring, engineered wood flooring and furniture production. Our capacity at the moment is 20.000.000 sqm for laminated flooring, 2.500.000 sqm for engineered wood flooring and a big capacity of kitchen and wardrobe production.
ORSIAD: What do you think about Chinese market in general? In the recent years, we witness a huge interest for high segment products. How big is Chinese market in the wood industry?
Fatih Çınar: Chinese market is unbelievably big! And you are right. Chinese market customers really like luxury but you can’t forgot that China is 1.5 billion! There is always a big need for standard production as well as high segment production. The real estate market is looking for standard production like many other countries. But the individuals prefer high segment products for private use.
ORSIAD: What are the costs of laminated and engineered flooring production in Chinese market?
Fatih Çınar: It is really hard to say a production cost because of the different kinds of production. For example; 11-12 mm thickness high class laminated flooring with silencer can be bought for about 15 US dollars. Also you can find for 7-8 US dollars as a seller. There are so many different points that should be clarified before comparison. And as for the engineered wood flooring, prices range from 30 US Dollars to 100 US dollars. It is really hard to say only one price. Because all of the prices change according to your needs.
ORSIAD: What can you say to Turkish companies that are trying to enter Chinese market?
Fatih Çınar: Chinese market is really not easy! One must always update the production and find new and interesting things. This is not only for wood market, but also the same for all other markets. Chinese people are always looking for something new and high-tech. With a standard product, you have no chance in Chinese market. You definitely need something special.
ORSIAD: There’s a general shrinkage in the world market. Is there any support of Chinese government for the local manufacturer?
Fatih Çınar: Of course there is some help from government, but it’s not more than other countries. Chinese government cares highly about the environment and human health. But in my opinion, there is no big problem for Chinese market at the moment.
ORSIAD: What’s your opinion about wood and furniture industry for 2016? How much will the sector grow?
Fatih Çınar: I think nobody should wait a miracle after now. Market is already in a high capacity. Sure there will be new investments and new developments. In my opinion, it will be about %3-5 in 2016.
ORSIAD: Would you like to add anything else?
Fatih Çınar: I think we still have a lot of things to do and will follow our slogan “Always one step ahead“.