FDM
FDM
CABINETS
fdmonline.com
Successfully
competing
withforeign-madecabinets
By Gene Wengert
The latest numbers I have seen say
80 percent of the U.S. furniture
sales are for pieces that say Made
in China. I have also seen more and
more cabinets bearing the same words.
However, I think our cabinet industry
is hearing the footsteps close
behind them. So, rather
than discuss some of the
wood technology aspects of cabinet and
furniture manufacturing, I thought it
might be helpful if
I shared, and if we
considered, some
ideas on how we can
compete with the
challenge of cabinets
from abroad.
Let’s consider what the
ultimate consumer wants in a
cabinet and which of these “wants”
they are willing to pay for.
Does it make any difference if the cabinet is “Made in America?" My feeling
is that few people consider “Made in
America” as indicative of any benefits.
We have gotten used to seeing cars and
electronics coming from outside the
U.S. and working very well.
Although a case could be argued
that keeping the money in our home
economy is a very good idea, I do not
believe this concept is likely to influence the behavior of too many people.
Nevertheless, we probably should use
this concept, or at least be prepared to
use this concept if the climate begins
to change.
Does it make any difference to the
consumer if our cabinets are made with
American woods? American hard-
woods are from forests that
are healthy and continue
to show an increase
in saw log inventory.
We do not rape the
landscape, as any
harvested hard-
wood forest in the
U.S. has, in the past,
returned and will, in
the future, return to
a healthy forest, if com-
mercial interests do not
make it into a large parking
lot or subdivision. Consumers do
give lip service to this positive environ-
mental process.
However, I suspect that most customers do not know we have had more
hardwood in our forests every year
since 1909. They do not know this message; neither do lawmakers.
Likewise, they do not know that
harvesting of non-U.S. woods in many
countries is an environmental disaster.
Too bad the environmental organizations don’t raise this flag up the flag
pole. It is hard for us to do it individually, but let’s try, maybe by using in-
Cabinets on the assembly line at California’s
Barbosa Cabinets. The Made in USA tag has
many advantages for consumers.
We probably don’t
want the people who
only care about price
as customers.
formation from the Hardwood Forest
Foundation of the NHLA.
Does it make any difference that our
cabinets are higher in quality? Compared to imported cabinets, our cabinets are better products. Our construction techniques are better, hardware
is better, joints are better, finishes are
better, and lumber and composite
board products are better. Certainly
you and I both know that our cabinets
are better. They will stay together and
maintain their beauty for many more
years. But I do think that the problem
in capitalizing on this concept is that
the customer probably has no way of
knowing that our cabinets are better.
We have to blow our own horn, often
and loudly. Quality cabinets are a wise,
smart investment.
Does it make any difference that our
cabinets are more expensive? Certainly
price is an issue for some people.
But there are enough Ford Expeditions, BMWs and Mercedes that show
some people do not view expense as
a negative when quality accompanies
the product. Certainly, there are some
people who put price as the main
factor when choosing cabinets, but
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