A Corner of a Malaysian Client's Factory

A Corner of a Malaysian Client's Factory: That Faded Machine Quietly Speaks of Memories from Our OEM Era

During a visit to a client in Malaysia, an unexpected glimpse left me rooted to the spot – that slightly faded woodworking machine was a product our company manufactured during our early days as an OEM for a Japanese manufacturer. It stood there silently in the workshop, far from home, like a mark of its era, yet its message was deafening.

Running my hand over the familiar traces of workmanship on its body, memories from thirty years of entrepreneurship came flooding back. From our founding in 1995 to the present day, the path we have walked is a microcosm of the development of China's woodworking machinery industry.

The OEM Years: Accumulation and Refinement
1995 coincided with the budding stages of China's woodworking machinery industry. The domestic market was still immature, while Japanese woodworking machinery led Asia with its exquisite craftsmanship and reliable performance. We seized the opportunity to become an OEM for a renowned Japanese manufacturer of wood door processing equipment, a partnership that would last fifteen years.

The OEM period was challenging, yet invaluable. The Japanese side's stringent quality demands honed our technical and production standards. From micron-level control of machining precision to ensuring long-term operational stability, we accumulated solid process technology and quality management experience through relentless problem-solving.

In those years, much of China's woodworking machinery manufacturing was still in the manual production stage. Through OEM work, however, we mastered internationally advanced production technologies and management experience. This laid a solid foundation for our future self-branded ventures.

The Pains of Transition: From OEM to Own Brand
In 2005, we made a major strategic decision – to formally enter the Chinese woodworking machinery market and establish our own brand.

The transition from OEM to own brand was not smooth sailing. We had to develop our own market, establish sales channels, and build brand recognition. When we first entered the market, customers often asked, "You used to be an OEM. Are your own products any good?"

Facing such skepticism, we adhered to our business philosophy of "Uncompromised Quality, Service First." Relying on the technical expertise accumulated during the OEM era and our persistent pursuit of product quality, we gradually earned market recognition.

Those years coincided with the rapid development phase of China's real estate industry. Industry reports indicated continuous growth in the woodworking machinery market size, with global sales of automated woodworking machinery reaching USD 4.4 billion in 2023. The booming real estate market drove a significant increase in demand for wood doors, providing us with vast development space.

Industry Evolution: Challenges and Opportunities Coexist
In recent years, the global woodworking machinery industry has been undergoing profound changes. QYResearch indicates that the global woodworking equipment market size in 2024 is expected to maintain steady growth during the 2025-2031 period. Simultaneously, the industry faces unprecedented challenges and opportunities.

During a trade fair in Malaysia, exchanges with peers revealed that automation and smart technology have become inevitable industry trends. Markus Hüllmann, Chairman of the Woodworking Machinery Association within the German Mechanical Engineering Industry Association (VDMA), noted in a LIGNA 2025 preview: "Automation and digitalization are no longer options; they are essential. They help manufacturers cut costs, increase efficiency, and ensure consistent quality in the face of growing labor shortages."

Sustainability is reshaping the industry landscape. Noraihan Abdul Rahman, Chief Executive Officer of the Malaysian Timber Council, emphasized at the MWE 2025 opening ceremony that 54.6% of Malaysia's land area remains forested, with 5.85 million hectares of forest certified under the Malaysian Timber Certification Scheme (MTCS). Environmental certification and sustainable development concepts increasingly influence global timber trade.

The global market landscape is also shifting. In 2024, Malaysia's timber product exports grew by 4.9% to USD 2.29 billion. Meanwhile, China, as the world's largest producer of woodworking machinery, held about 29% of the market share in 2022, becoming an undeniable industrial force.

Future Outlook: Innovation and Breakthroughs
Standing at this new historical starting point, we clearly understand that the path forward requires more innovation and breakthroughs.

Automation and digital transformation are imperative. Industry reports predict the global automatic woodworking machinery market will grow from RMB 29.6 billion in 2023 to RMB 38.1 billion in 2030. We will increase R&D investment, integrating IoT and big data technologies into our equipment to provide customers with smarter, more efficient solutions.

Deepening our presence in the Southeast Asian market is a key strategy. The Malaysian government continues to increase investment in infrastructure development, with government and private sector project contracts totaling up to MYR 180 billion (approx. USD 38.2 billion) expected in 2025. Coupled with the sustained growth trend in Malaysian timber exports, the potential demand for woodworking machinery locally is immense.

Sustainable development is the way forward. As global emphasis on environmental protection increases, the importance of wood as a renewable resource becomes ever more prominent. We are committed to developing energy-saving, environmentally friendly woodworking equipment to help customers improve material utilization rates and reduce waste.

Conclusion
Before leaving the Malaysian client's workshop, I took one last look at that old machine from our OEM days. It was like an old friend, silently witnessing three decades of our growth and transformation.

From OEM to our own brand, from domestic to international, from traditional to smart – what has changed are the technologies and markets; what remains unchanged is our persistent pursuit of quality and our deep-seated passion for the industry.

Looking ahead, we will continue to uphold our founding principles, driven by technological innovation and guided by customer needs, dedicating ourselves to the woodworking machinery field and contributing to the industry's development.

For the next thirty years, let us set out again, together!