Anji: From Office Chair OEM Base to Independent Brand Powerhouse
Anji was once the world's important OEM base for office chairs and has now achieved a transformation from OEM to independent brands.
Anji's connection with chairs began in the 1980s when a local school-run enterprise successfully replicated China's first five-wheeled swivel chair, sparking the rise of Anji's chair industry. After the reform of state-owned enterprises in the late 1990s, a group of technicians and managers with technical expertise and resources struck out on their own, ushering in the era of private enterprises. Following China's accession to the WTO in 2001, the gates of export-oriented economy opened wide, and orders flooded into Anji. At that time, the primary business model of the entire industry was OEM (Original Equipment Manufacturer) for overseas brands, leading Anji to gather over a thousand swivel chair enterprises and become the world's largest chair production base, with the saying that 'one out of every three swivel chairs globally is produced in Anji.'
Characteristics of the OEM Era: During the OEM phase, Anji's chair industry mainly relied on low technical barriers and imitation of overseas products. Enterprises undertook overseas orders through low-cost and large-scale production, with products primarily exported to markets such as Europe and the United States. During this period, Anji's chair industry accumulated production experience and technical foundations, but profit margins were limited, and brand influence was weak.
Transformation and Upgrading: Today, Anji's chair industry has undergone significant changes. Led by local enterprises like UE Furniture, the industry is being driven towards a transformation from 'Made in China' to 'Chinese Brands' through research and development capabilities, design prowess, and a deep understanding of local needs. By 2025, Anji's chairs will be sold in 85 countries worldwide, with the chair industry's output value exceeding 31.1 billion yuan. For every three office chairs sold globally, one will be made in Anji. Anji enterprises no longer rely solely on low prices but have achieved a global comeback in the office chair market through 'speed and understanding.' 'Speed' is reflected in a fast supply chain, such as Wanbao Company's workshop where robotic arms work and AGV vehicles move in the intelligent warehouse, enabling orders to be shipped within 3 minutes and new styles to have all components ready within 30 minutes. 'Understanding' means truly grasping the needs that consumers are hesitant to express, such as converting instruction manuals into video tutorials with QR codes for the Japanese market and creating gaming chairs capable of bearing 400 pounds for the American market. Additionally, Anji enterprises are also pursuing green and intelligent manufacturing, using solar power and precisely controlling carbon emissions to achieve sustainable development.
