Guangdong Oppein Home Group, Inc. was founded in 1994 in Guangzhou, China. It has grown significantly, with annual sales increasing 20-50% each year to reach 4.5 billion RMB in 2015. Oppein produces kitchen cabinets and other home furnishings and has expanded its operations and brand recognition throughout China and to over 10 countries globally. Haier Kitchen Facilities produces about 900,000 kitchens per year and was established in 1997 as a subsidiary of Haier Group. It focuses on integrated kitchen and home appliance solutions. Fotile Kitchenware Co. Ltd. was founded in 1996 in Ningbo, China and initially produced kitchen hoods and hobs before expanding into integrated kitchen manufacturing.

1. UANGDONG OPPEIN
HOME GROUP, INC
Guangdong Oppein Home Group, Inc
was founded in 1994 in Guangzhou, in the
province of Guangdong. It has 160,000 sq.m.
of modern workshops.
Oppein sales turnover rises by an annual
average of 20-50%, it was RMB 4000 million
in 2014 and jumped to 4500 million in 2015,
equal to 320,000 kitchen sets produced.
Oppein plants cover an area of 500,000 sq.m.
It operates according to ISO9001:2000 quali-
ty standards system and ISO14001:2004
environmental management system require-
ments. The firm has around 10,000 employ-
ees. Cabinet material ranges from solid wood
(Birch, Cherry, Hickory, Maple, Oak, etc) to
laminate or wood veneer, acrylic, and thermo
foil (PVC).
The marketing network has been extended to
more than 500 cities and more than 3200
franchising stores and service centres have
been set up throughout China. Oupai’s prod-
ucts (10% of total output) are exported to
more than 10 countries and regions, mainly to
Europe (45%) and North America (35%).
Taking the local market into account, the
brand sells more in the Southern and Eastern
part of China. Optima is the brand name of the
kitchens produced by Oupai (Chinese
spelling) or Oppein (English name).
To meet the trends of group development, the
logo was changed from OPTIMA to OPPEIN.
The name of company was changed to
“Guangdong Oppein Home Group, Inc.”. In
2011 OPPEIN set up TIANJIN manufacture
center, which is covering a 50 acres area
(total area of OPPEIN is 125 acres).
Oppein lauched its App that enables cus-
tomers to enjoy the same service through its
3200 stores national wide. In August 2015,
Oppein signed a contract with Lnjj
www.worldfurnitureonline.com 25WF • March 2016
PROFILES
KITCHEN FURNITURE
GIANTS IN THE CHINESE
MARKET
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by Parker Yang
CSIL
(http://www.lnjj.cc), which means a big step
for the company into O2O market, while
Oppein kitchen furniture can be found in Lnjj
stores.
With expectation to double its sales during
2015/2016, Oppein spent RMB 299.95 million
for CCTV advertisement during the golden
time in 2015 and signed actress Sunli to pro-
mote its products. Oppein had invested on E-
sales, as it had shared about 10% of the sale
revenue, contributed by sales by Tmall and its
own online sale network.
Oppein is ready for IPO, which started from
2011, hope to raise RMB1.99 billion, and
kitchen furniture production capacity is
expected to lift to 720,000 pieces/year in
2016.
HAIER KITCHEN FACILITIES CO LTD
The company was established in 1997 by
Haier Group. Assembly lines have been sup-
plied by the German Homag Group and the
Italian Biesse Group.
The German firm Schuler designed the layout
and the German SAP installed and debugged
the ERP system. Haier can provide before-
sales service, sales service and after-sales
service to customers. More than 300 design-
ers trained by professional German designers
serve every customer. Showroom designers
use special software developed by a top
design development software company to
design the individual kitchen for each cus-
tomer. Haier Kitchen first promoted the
“Integrated kitchen cabinets and home appli-
ances, one stop service satisfaction” sales
philosophy. It is honored with the title “Pioneer
of China’s Kitchen & Bath Industry”.
Haier Kitchen Facilities is mainly engaged in
the development, production and sales of
kitchen cabinets, and it strives to offer the
market with quality integrated kitchen appli-
ances with the support of Haier household
electric appliances. Haier currently produces
about 900,000 kitchens with an average price
of around 20,000 RMB for kitchens equipped
with appliances. All of them are usually
equipped with microwave ovens and some-
times with dishwashers. 45% of the cabinet
doors of their kitchen is made of lacquered on
MDF and 20% of these are bright.
Most used colours are white and silver.
Talking about wood, pine. Haier sells mostly
through large furniture chains (40%) such as
Red Star, JSWB and Dalian Wanda. It has
also 3000 stores and the company employs
3,300 people.

2. www.worldfurnitureonline.com
PROFILES
26 March 2016 • WF
Online purchase and immediate down-
load of CSIL report ‘The kitchen furniture
market in China’ edition 2016 at:
www.worldfurnitureonline.com
CSIL corporate website at:
www.csilmilano.com
FOTILE KITCHENWARE CO LTD (BORCCI)
Fotile is a very dynamic firm (it has over 100
patents and is ISO 9001 certified), set up in
Ningbo in 1996.
Their main production activity is still repre-
sented by hoods and hobs. Anyway, kitchen
furniture sales often drive those of home
appliances. Kitchen furniture sales in 2015
was RMB 800 million. The main production
plants cover an area of 100,000 sq.m. and the
brand employs 3,300 people. It has 2,400 out-
lets. Main distribution channels used by Fotile
are kitchen specialist and furniture shops, fol-
lowed by furniture chains. Fotile devoted itself
to the modern Chinese kitchen. From a man-
ufacturer of appliances, it turned to be a pro-
ducer of integrated kitchens, thanks to its
technology, skilled workforce and disposable
industrial data. Fotile leads the regional mar-
ket in Zhejiang and conquered the lion’s share
of the high-end kitchen market. Fotile integrat-
ed kitchens (export is 15% of total output) are
shipped to Japan, U.S., Europe, South East
Asia and in a smaller percentage also to
Australia. The company is currently looking to
expand into new countries, including the
Philippines, Canada and several East African
countries.
The firm invests around 5% of annual
turnover into R&D and cooperates with uni-
versities and research institutes, building up
the first Research Institute for Industry in
China, in order to research the forward-look-
ing life style of kitchen. In order to increase
product design, Fotile also co-operates with
top-notch global design consultancy, such as
IDEO. Together with over 50 dealers from
countries like Australia, Singapore and
Malaysia, in 2013 Fotile celebrated its numer-
ous awards, which include a German Red Dot
Design Award and China's CCTV Brand of the
Year Award.
Fotile's brand value highly increased and it
has been top brand in Chinese kitchen indus-
try for four years.