In 2026, competition across niche segments of the coatings industry is becoming increasingly intense. Moving away from low-price competition and focusing on high-value market segments has become essential for wood coatings companies seeking sustainable growth.

Recently, QIQIANG Technology Co., Ltd., based in Shunde, Guangdong, officially opened its new furniture coatings showroom. Huicong Coatings Network conducted an exclusive interview with Zhang Wen, General Manager of QIQIANG, to discuss the company’s core strengths, explore growth opportunities in the high-end wood coatings sector, and examine its strategies for further development and upgrading.

Having been deeply engaged in the high-end gloss furniture coating industry for nearly 20 years, QIQIANG has gained a firm foothold in the market with its precise market positioning. Speaking of the newly completed exhibition hall, Zhang Wen pointed out that the hall is not only a tangible display of the company’s comprehensive strength but also a vital carrier for service upgrading. Built around customer experience, the exhibition hall consists of four functional zones, housing thousands of samples covering varied processes, substrates and color systems to build an immersive sample-selection system.

The flagship mirror-gloss sample zone features coatings for high-end custom doors, hotel furniture and export display cabinets. Complemented by the high-end custom solid-wood texture zone, green eco-friendly coating zone and process practice zone, the venue serves diverse scenarios including light-luxury solid-wood furniture, villa woodwork and export business. Zhang Wen admitted that previously customers only knew QIQIANG for its gloss coatings, unaware of its full-range product portfolio. The new exhibition hall removes this misunderstanding, allowing clients to directly perceive QIQIANG’s transformation from a simple coating supplier to a provider of complete coating solutions.

In Zhang Wen’s view, mass-production stability is the core pain point of gloss coatings, and also QIQIANG’s core competitive edge. Supported by self-developed modified resin formulas and fully-automatic production lines, QIQIANG’s gloss coatings control gloss deviation within ±2GU, eliminating color difference in bulk production. The products balance mirror gloss, high hardness and toughness, delivering outstanding yellowing-resistance and scratch-resistance. They adapt to diverse temperature and humidity conditions across northern and southern China, enabling ordinary craftsmen to achieve premium mirror-finish results. Decades-old samples preserved in the exhibition hall remain flat, free from cracking, peeling or obvious yellowing, which visually proves the long-term quality of QIQIANG’s products.