Shift to Smart Solutions Fuels Huzhou Wood Flooring Exports Past 1,700 Shipments This Year

At Zhejiang Pinge New Material Technology Co., Ltd, a recent visit to its showroom revealed a clear shift: the once-standard display of sample boards is gone. In their place are complete, curated lifestyle spaces - a contemporary Chinese-style living room, a minimalist bedroom, and a smart home study.

In response to a complex and volatile global trade environment, Huzhou’s wood flooring sector has driven a profound transformation in recent years to secure new growth. This strategic pivot unfolds across three key dimensions: from selling standalone products to providing integrated spatial solutions, from conventional manufacturing to smart production, and from operating on an OEM basis to developing in-house brands. According to Huzhou Customs, the city exported 1,755 batches of wood flooring between January and November, valued at over 497 million yuan. This performance has been accompanied by a successful expansion into new overseas markets, including Serbia, Thailand, Malaysia, and Vietnam.

"Since the start of the year, we’ve been driving forward on two fronts: smart manufacturing upgrades and spatial solution integration," explained Zhu Xiangen, Foreign Trade Director of Zhejiang Pinge New Material Technology Co., Ltd. "We’ve phased out three old manual assembly lines, brought in automated kit like intelligent cutting and CNC edge banding machines, and put in place a fully digital system that manages everything from design and production right through to installation. This transforms standard panels into turnkey, integrated home solutions." The company has now fully moved beyond contract manufacturing by launching its own home furnishing brand. It has also obtained Forest Stewardship Council (FSC) certification and meets the stringent EU emission standard for E0 grade. Furthermore, by leveraging Customs facilitation programs including the“center-site” operational model and cloud-based certificate issuance platform, it has accelerated clearance times to ensure punctual order delivery. This operational efficiency has translated into strong export performance, with the company’s sales surpassing 160 million yuan so far this year.

Echoing the strategic shift seen at companies like Pinge New Material, a growing number of traditional wood manufacturers in Huzhou are reimagining their operations to rebuild competitiveness and tap into new vitality. A standout example is Zhejiang Wohao Wood Industry Technology Co., Ltd., which has carved out a unique niche in the global market with its self-developed intelligent heated flooring system, witnessing a consistent rise in export volumes.

"Our intelligent heated flooring provides not just energy-efficient, standalone warmth, but also smart and user-friendly temperature control, plus the benefits of safety and eco-friendliness," stated Shen Yifeng, the company's General Manager. "It's gaining real traction internationally, and we're pushing into new markets abroad. The support from Customs has been key, boosting our confidence to promote this innovative product worldwide."

Playing a key supportive role for Huzhou’s wood flooring exporters, Huzhou Customs has developed an end-to-end service framework that addresses critical pain points in the industry's transformation and export processes. In quality assurance, it maintains close oversight across the entire supply chain from production and processing to storage, guiding these exporters to establish sound quality management systems, enhance pest control and phytosanitary measures, and strengthen self-inspection protocols. Together, these measures form a multi-layered system that builds a resilient “quality shield” for products destined for overseas markets. To boost clearance efficiency, the Customs authority has introduced a pilot "batch inspection (quarantine)" program, significantly reducing physical checks. The "center-site" operational model now allows medium- and low-risk exporters to handle certificate renewals and export cargo inspections via an end-to-end online system. Furthermore, its cloud-based certificate issuance platform for inspection and quarantine documents enables exporters to obtain certificates swiftly, directly addressing their urgent clearance needs.