Getting
the Message Out
Bill Downing, CEO
 Late
last year, BC Wood’s board of directors recognized that
the profile of the value-added sector, which has never been
very high, had really been suffering. It seemed that other
sectors, like tourism, high tech and the film industry were
grabbing the attention of the media. When the spotlight did
shine on the forest products sector, it tended to focus on
the softwood lumber dispute, consolidation in the industry,
and the ongoing changes in forest policy. We needed to do
something to try and raise the profile of our sector, especially
in the lead-up to the provincial election.As a result, the
board created a Public Affairs Campaign Steering (PACS) Committee
to educate politicians, community leaders and the public about
our industry.
The
PACS Committee had three goals:
•
To build awareness of the importance of the value-added wood
products industry to British Columbia’s economy;
•
To communicate the unique requirements of our industry as
compared to the primary sector; and
•
To ensure continued funding for BC Wood and its market development
programs.
Since
we had a limited time available until the election, it was
decided to focus on the politicians. To get the message across,
a group of BC Wood members met with their MLA’s and toured
them through their plants. We created and distributed communication
pieces, sent a survey to all the candidates and tried to engage
the membership. What we discovered is that we still have a
lot of work to do. Although it varies by region, most of the
candidates know very little of our industry or its importance
to British Columbia’s economy.
Raising
our industry’s profile will require a long-term effort.
In recognition of the on-going effort, the PACS Committee
will be come a permanent feature of BC Wood. However, we still
have time to get our message across to the candidates in these
last days before the election.
Please
consider doing one or more of the following:
•
Attend an “all-candidates meetings” ask these candidates
what they know about our industry.
•
Take time to meet with the candidates and ask them how they
propose government should help to advance our sector.
• Write a letter to your local paper reminding the candidates
how import BC’s value-added woodTo find out how to contact
the candidates in your area, look at the following three main
party websites:
www.bcliberals.com
www.bc.ndp.ca
www.greenparty.bc.ca
or
contact Elections BC at: 1- 800-661-8683.
For
more background information, please follow this link.
Nikkei
2005
Jim Ivanoff, Program Manager - Japan
The
Nikkei Architecture and Construction Materials Show for 2005
was held at Tokyo’s Bigsite from March 1st through 4th.
As one of the two national building products trade shows in
Japan, the high profile and size of the show was illustrated
by the 243,858 attendees - almost 17% higher than 2004 (208,017).
This show clearly benefits from the marketing power of its
organizer, the Nikkei group of business publications.
 For
2005 BC’s presence was greatly enhanced by the inclusion
of FII’s BC Building Products Showcase. Just like at
the Japan Home Show, the model house grabbed the attention
of the builders and architects walking by and funnelled them
through the BC Pavilion. This is always a fast paced show,
but the products showcase helped attract the industry people
that our members were there to meet.
In
addition to the products showcase and the BC Wood booth, Curtis
Lumber, Ken Building Materials, Lake Country Log Homes, Loewen,
Pacific Rim Cabinets, and Sauder were represented in the BC
Pavilion. Of course our Canada Wood partners, Canada Tsuga
Partners, Canply, and the SPF Group, also took part giving
the Japanese visitors a great overview of the Canadian forest
products industry.
Working
in cooperation with the FII staff, BC Wood booth fielded a
great number of questions related to the various products
donated by BC Wood members for the production of the products
showcase. The products that generated the greatest amount
of interest were: Parrallam, flooring, windows, western red
cedar exterior railings, and especially western red cedar
decking and siding. 
With
regard to the WRC siding, many architects were interested
in siding that was fire rated in Japan. As there is currently
only one Japanese company that offers this product, this seems
to be a great opportunity for BC Wood members.
Another
question that was asked frequently was whether or not any
BC Wood members had flooring certified for use over radiant
floor heating systems in Japan. As these systems are commonplace
in new homes and condos, there has been a great increase in
demand for such flooring.
In
fact, recently several Japanese building products distributors
have been reporting significant increases in interest for
all wood flooring products, especially solid. This can be
attributed to the increased awareness of healthy housing issues
in Japan. BC Wood members are in a great position to capitalize
on this opportunity as Japanese people take their shoes off
indoors meaning that softwood flooring is widely accepted.
BC
Wood also used this show to continue its promotion of aspen
that was kicked off in January with the Aspen Expo held at
the Canadian Embassy in Tokyo. We distributed aspen fact sheets
prepared by Forintek and also made aspen samples available
for those who were interested. Most visitors were impressed
by the level of finish that was attained with the aspen in
a sample cabinet door produced for the Aspen Expo.
All
in all, the 2005 Nikkei Architecture and Construction Materials
Show was a great success for all of the organizations involved.
BC Wood will be working with FII and our Canada Wood partners
to make improvements to the products showcase so that our
presence next year will bring even more people by our members’
booths. I highly encourage all BC Wood members targeting Japanese
architects and builders to mark the Nikkei Show in their calendars
for next year.
2005
Anchorage Home Building and Renovation Show
David Pao, Project Coordinator
The
2005 Anchorage Home Building and Renovation Show was held
from March 18th to March 20th and continued to serve as Alaska’s
most prominent home show. BC Wood continued to deliver a strong
presence by leading a group of member companies in a unified
booth structure. Companies that participated in the BC Wood
booth included: Woodtone, Viceroy Homes, Northern Capital
Wood Products, Swiz Timber, and Maple Homes.
 With
one of the most striking displays at the show, the BC Wood
structure attracted many attendees and other exhibitors to
learn more about the high quality wood products from British
Columbia. The main focus of this consumer show was home building
and renovation. We received many inquiries from those planning
to build log and timber frame homes in the near future. Pre-built
housing leads were also quite evident at the show.
BC
Wood staff and member companies found the trip an excellent
opportunity to learn more about the Alaskan market, building
trends, and popular development areas. Regions outside of
Anchorage such as Wasilla in the Mat-su Valley, were very
popular locations for new developments in prefabricated homes,
log homes, and timber structures. With no sales or property
tax in these areas, combined with the low cost of property,
there has been a substantial increase in population and several
new communities being developed.
For
additional information on Alaska, please contact Daryl Holmes
at dholmes@bcwood.com
Market
Studies
Scotland
Scotland,
the very name conjures up images of fine malt whisky, mountains,
and lakes, Loch’s and Glens, men in Kilts and a sense
of history. Scotland is a part of the UK and consists of three
main areas, the lowlands and the highlands and islands to
the southern uplands. The population of Scotland is 5 million,
of which 40% live in the cities of Edinburgh, Glasgow and
Dundee.
 Current
market analysis has revealed that whilst the average income
is 21,400 GBP and the average house price is 100,000 GBP,
half of the new home builds (approx. 8400) were timber framed
homes. Blah blah..In Scotland a property value is determined
byThe Northern half of Scotland is mountains Lochs and Glens,
sparsely populated with extensive pine forests and moor land.
This part of Scotland is very popular with tourists, offering
Skiing from Aviemore, Salmon Fishing and mountains and scenery.
Tourism
is by far the largest industry in the North except around
Aberdeen where North Sea oil has dominated. Further north
are the Highlands and Islands each housing small communities
who live in these picturesque islands.
 Whilst
average income is £21,400 average house prices are over
£100,000 but what is refreshing in Scotland is that
half the new builds some 8,442 houses built in 2004 were timber
frame.
In
Scotland a properties value is determined by location, number
of bedrooms (with ensuite bathrooms) and the house design
and layout not the square footage. 10% of new home builds
are self builds or custom build homes
Our
research has found over 70 firms based in Scotland who either
manufacture or import timber frame buildings, and 30 similar
companies mainly from the UK or Europe active in that market.
Residential
properties vary considerably but most new timber frame constructions
are clad with brick or stone. We closely examined some 14
companies during the survey who are in the market and found
that the majority build custom homes or small developments
of up to 10 houses.
BC
Wood members will have access to the complete report by June
15th, 2005, on the members-only site.
United
States
Alaska
Market Report - A Market Review fo Wood Products Suppliers
of Housing and Building Products
This report provides a market overview for wood products in
the housing and building products sector of the state of Alaska.
The
Boutique & Luxury Hotel Sector in the USA - A Market Review
for Wood Products Suppliers
This report reviews the boutique and luxury hotel market in
the USA for producers of high-end wood products, particularly
for suppliers of millwork, furniture and case goods.
Market
Opportunities and Channels of Distribution for Hybrid Timber
Frame Housing in the United States
This study looks in the US market for hybrid timber frame
homes including key market areas and size, channels of distribution,
and an overview of the competititve environment.
China
Market
Study for Canadian Style Log and Timber-Framed Structures
An extensive study into the Chinese Resort Real Estate market
structure and the possibilities for Canadian style Log and
Timber Framed Structures into this market. The research into
the resort construction industry explores the major players
and key influential companies as well as the drivers for future
expectations.
Korea
Opportunity
Assessment for Value-added Wood Products, Building Materials
and Prefabricated Housing in South Korea This study involves
a market analysis of the opportunities for value-added wood
products, building materials, and prefabricated housing in
South Korea. Status of competition, customer types, channels
of distribution, substitute species and products will be undertaken.
2005
-06 United States Program
The
BC Wood project for the United States consists of a series
of trade events, promotional activities, and marketing intelligence
initiatives that supports our value-added industry and increases
our market share in the US. It is facilitated by in-market
representation and directed by head office staff in Langley.
BC Wood works closely with a number of government and industry
partners to deliver the US project.
BC
Wood’s central objective in the US is to deliver direct
market accessassistance, sales opportunities, and distribution
channels to existing and new value-added wood exporters. In
an effort to expand upon BC Wood’s continued successes
achieved in the US marketplace, BC Wood has adopted ICE, a
new, three-step market access methodology for the upcoming
US project. In the US market, the overall strategy for the
ICE framework is to: Identify new niche market opportunities,
Connect manufacturers with potential buyers downstream in
the supply chain, and actively encourage BC companies to Engage
industry through participation in key trade events and promotional
activities all designed to increase sales and market share
in the US.
Key
objectives of this project are to:
•
Increase BC’s sales and market share in the US through
incremental sales in these specific niche product sectors:
• Identify new opportunities and threats for BC’s
secondary wood product industry
• Communicate new market opportunities and threats for
BC’s secondary wood product sector to the industry
• Increase the demand for BC’s secondary wood products
by creatingawareness, through sales, of British Columbia wood
products and species through building the BC Wood brand identity
The
United States project will consist of the following activities:
• Hospitality Design Expo
• International Contemporary Furniture Fair (ICFF)
• Pacific Coast Builders Conference (PCBC)
• Anchorage Home Builders Association Show
• Boutique Hotel Expo
• NAWLA Traders Mart Mission
• JLC Live trade event
• Global Buyers Mission
• International Builders Show (IBS)
• BIA Hawaii Home Builders Show
• Cal Expo trade event
• Juneau Home and Remodelling Show
• In-market representation and training in the Pacific
Northwest and Northern California
• Market research study
• Promotional Materials
• Birch Technical/Promotional Brochure
2005-06
Japan Program
The
overall objective of the Tradeshow, Mission and Promotion
project is to increase export sales of BC value-added wood
products to the Japan market and increase the number of BC
wood manufacturing companies that are actively selling into
Japan. The key strategy of the tradeshow and mission project
is to Identify market opportunities, Connect manufacturers
with potential buyers in the market and actively Engage the
market through participation in strategic trade events and
missions.
Key
objectives of this project are to:
•
Ensure in-market staff are well trained and qualified to carry
out their duties (training will occur during in-market missions
and tradeshows and on scheduled trips to Canada for specific
training opportunities and visits to BC Wood members)
•
Address market intelligence gaps and assess the acceptability
and potential for specific wood products from BC (specific
gaps in market intelligence are targeted in missions)
• Increase use of BC manufactured interior finishing
products in all housing-traditional post and beam, apartment-condominium
and 2x4 (this is promoted through tradeshows)
• Expand the markets for BC manufactured engineered wood
products, packaged homes and log houses
• Expand and diversify the distribution of BC value-added
wood products in Japan
• Identify technical barriers and work on solutions
• Create awareness and promote the BC secondary wood
industry to the Japanese market
• Increase market awareness of BC manufactured wood products
in Japan
• Increase BC Wood and Canada Wood Group brand identity
• Increase recognition and usage of BC wood species
• Utilize technology to facilitate lead generation and
buyer information
• Reduce hesitation on the part of Japanese buyers trying
to source quality Canadian building materials by promoting
the presence of such materials in the marketplace.
The
project will consist of the following activities:
•
Japan Home Show, Tokyo (Nov 2005)
• Nikkei Architecture and Construction Materials Show,
Tokyo (March 2006)
• Home Builders Expo Osaka, Osaka (Nov 2005)
• Western Japan Total Living Show, Kita-Kyushu (March
2006)
• Japan DIY Home Centre Show, Chiba (August 2005)
• Western Red Cedar Products Trade Mission (March 2006)
• Global Buyers Mission (September 2005)
• In-market staff training and staff management
• New high impact BC Wood brochure
• Educational/Promotional DVD (sector specific)
• Sector specific trade show booth for Log Home &
Timberframe
• Trade show publication advertising and Arch Card campaign
• Library of professionally taken project photographs
2005-06
China Program
The
overall objective of the Mission and Promotion project is
to increase export sales of BC value-added wood products to
the Chinese market and increase the number of BC wood manufacturing
companies that are actively selling into China.
Key
objectives of this project are to:
•
Grow the value of BC wood and wood products exports to China
• Identify and develop new niche markets for BC wood
and wood product manufacturers, specifically exploring opportunities
in the resort market in China
• Provide industry in BC with up-to-date market intelligence
• Ensure in-market staff are well trained and qualified
to carry out their duties (training will occur during in-market
missions and on scheduled trips to Canada for specific training
opportunities and visits to members in BC)
• Identify technical barriers and work on solutions
• Create awareness and promote the BC wood industry to
the Chinese market
• Carry out targeted niche market opportunity promotions
• Increase BC Wood and Canada Wood Group brand identity
• Increase recognition and usage of BC wood species
• Utilize technology to facilitate lead generation and
buyer information
• Connect BC Wood members with buyers in the marketplace
The
project consists of the following activities:
•
Log and Timber Frame mission
• Hardwood mission
• Incoming Buyers Mission (Global Buyers Mission)
• In-market staff training and staff management
• New BC Wood China brochure
• Dream Home China displays- Hardwoods- Resort project
|
 |
What
Are You Waiting For?
Randi Walker, Manager, Member Services
The
deadline to receive your 25% space discount for participation
in the 2005 Global Buyers Mission is June 1st. The discount
will even cover your negotiated room rate at the Delta Whistler!
Last
years Global Buyers Mission was a huge success! Over $4 million
in new wood product sales were generated within 3 months of
the event for BC Wood members. Based on that success, we have
added another 30 booth spaces to this year’s program
and invited over 120 pre-qualified buyers from the US, Japan,
China, Taiwan, Europe and Korea to meet our manufacturers.
Our
international buyer recruiting has begun in earnest and will
bring wholesale distributors, contractors, builders, architects
and developers, all pre-qualified by our Canada Wood In-market
Representatives and Export Development Canada. You will not
want to miss this opportunity to showcase your products, and
I guarantee that this will be the most cost-effective way
for you to meet these high-quality decision makers and buyers
from all over the world.
Of
particular interest to our members will be the exclusive program
designed to have you meet with architects and developers of
the 2010 Olympic venues and ancillary projects. This special
event will take place on-site Thursday, prior to the official
Welcome Reception at the Whistler Conference Centre.
The
Global Buyers Mission is by invitation only and is not open
to the public. Only Canadian wood products manufacturers and
invited international guests will have this unique opportunity.
Booth
space is limited and allocation will be based on a first-come,
first-served basis.
For more information and to receive the full Exhibitors Registration
Package, please call me direct at 604-882-7100, toll-free
outside the Lower Mainland, or visit our website at www.bcwood.com
and follow the Global Buyers Mission icon link.
We
look forward to seeing you in Whistler!
2005
Japan Log Home Mission
Jim Ivanoff, Program Manager - Japan
BC
Wood organized a log home mission this past March targeting
the greater Tokyo area and Sapporo in northern Japan. In a
sense, this was a follow-up program to a successful mission
in the fall of 2003 that targeted the resort areas of Nagano
and Yamanashi prefectures.
The
mission was made up of two components, site/ company visits
and promotional seminars/ networking events. For the site
visits we decided to include a wide variety of Japanese builders
so that the BC Wood members could get a good overview of what
was happening in the market. Stops included builders using
Canadian hand crafted log shells, Fin machine cut log shells,
as well as companies producing their own shells in Japan,
out of Canadian Douglas Fir and Japanese cedar (sugi).
One
of the main highlights of the site visits was a stop in Niseko,
Hokkaido, which is a resort area about 2 hours outside of
Sapporo. This area has become a hot topic for discussion in
Japan as Australian investors want to develop it into the
“Whistler of Asia” targeting Australian, Chinese,
and Japanese tourists. The fact that the area is blessed with
some of the best snow in the world and that it is basically
in the same time zone as the targeted customers (meaning that
visitors will not have to endure jet-lag) are its major selling
points. During Japan’s bubble economy, many Canadian
log homes were built in Niseko and it is expected that the
new generation of investors will continue this, while also
building many Whistler style condominium projects.
The
two promotional seminars that BC Wood organized in conjunction
with the Canadian Embassy and Sapporo Consulate also proved
to be great successes. The seminars were highlighted by a
presentation by Robert Savignac of the International Log Builders
Association. Robert’s speech helped the Japanese builders
understand how much hand craft log home building techniques
have developed in Canada, and also helped dispel some inaccurate
assumptions about log homes.
We
also had the head of the Timbreframe Association of Japan,
Mr. Tamotsu Yamane, give a presentation on the history of
timberframe homes and how timberframe construction resembles
the traditional Japanese building methods. Each BC Wood member
then had the opportunity to give presentations to promote
their own companies, after which the guests were escorted
to a reception area where they could talk face-to-face with
the members at their company booths. This one-on-one time
allowed members to really promote themselves and start business
discussions with potential clients.
Each
seminar attracted about 40 guests, some coming in from great
distances. For example, for the Tokyo seminar, not only did
builders from the resort areas of Nagano attend, but builders
from as far away as Nagoya came to meet with our members.
The Sapporo seminar was also very well received by both those
currently building and those interested in starting to build,
coming to learn as much as they could about Canadian log homes.
As
with past missions, the overall success of the program was
in large part due to the great support BC Wood received from
the Embassy and Consulate staff. Francois Rivet and Matt Fraser
of the Embassy not only helped us with the organization of
the Tokyo seminar, but also made presentations at the event
helping to raise the stature of the program. Mr. Shinichi
Tsujio of the Sapporo Consulate was also an invaluable resource
in organizing the seminar and site visits.
Based
on the success of this program, we know that these kinds of
missions can be a highly effective approach in promoting Canadian
industry, and BC Wood looks forward to working with the Embassy
on many more such programs. I hope that more members will
take advantage of such opportunities in the future.
June
BCIT "How To" Workshops
The
BCIT Venture Development Center in co-sponsorship with the
not-for-profit APICS Association for Operations Management
is pleased to present the 16th annual “How To” series
of workshops which are held each June on the BCIT Burnaby
campus. Hundreds of satisfied participants have been able
to implement cost-effective solutions to their operational
problems. The workshop offerings have been expanded this year
to include workshops on:
Materials
Management:
Inventory ManagementManufacturing Planning and SchedulingHigh
Performance Manufacturing
Process
Improvement:
5S’s
of Workplace Organization
Teamwork
Continuous Improvement
Process Mapping
Introduction to Six Sigma
Project Management
Microsoft Project
Introduction to Experimental Design
Industrial Problem Solving
People
Skills:
The Challenges of Leadership
Getting Along Together
Performance and Accountability
Cultivating Initiative & Motivating Staff
Managing Through Coaching
Insights for Personal Effectiveness
Whether
you are in the manufacturing, distribution, retail, service,
not-for-profit or public sectors, these workshops will provide
your people with the tools they need to improve productivity.
The workshops are designed for the practitioner – the
one who actually makes it happen. The workshops identify where
improvements can take place and how to actually implement
them. The workshop format is highly interactive, combining
lectures, group discussions, case studies and “hands-on”
activities.
For more information and for the full workshop schedule, please
check the BCIT Venture Development Centre web site at www.bcitventure.com
2005-06
Europe Program
The
overall objective of the Tradeshow, Mission and Promotion
project is to increase export sales of BC value-added wood
products to the European market and increase the number of
BC wood manufacturing companies that are actively selling
into Europe. The key strategy of the tradeshow and mission
project is to Identify market opportunities, Connect manufacturers
with potential buyers in the market through participation
in strategic trade events and missions, and actively Engage
the market by initiating an innovative program called the
Agent Referral Network (ARN), designed to assist member companies
in recruiting qualified sales agents.
Key
objectives of this project are to:
•
Increase the sales of BC manufacturers of value-added wood
products currently exporting the European market
• Identify and develop new niche market opportunities
for BC wood and wood products manufacturers in the European
market
• Increase market awareness of BC manufactured wood products
throughout the EU
• Increase the European buyers knowledge on the benefits
and qualities of BC wood species, including Western Red Cedar
and Canadian style log home and timberframe housing
• Actively connect manufacturers with buyers through
participation in key trade events and missions in targeted
markets in the UK, Ireland and EU
• Work with industry partners and Federal Trade Offices
to provide a uniform branding image under the Canada Wood
umbrella
The
European project will consist of the following activities:
•
Salon Maison Bois in Angers, France
• The Plan Expo and Housing Mission to Ireland / UK
• Salon European du Bois and Mission to Grenoble, France
• Global Buyers Mission (GBM) - Whistler, BC
• Scottish Homebuilding & Renovating Tradeshow &
Mission
• In-Market Staff Training and Management
• Educational/Promotional DVD
• Agent Referral Network ARN
• Tradeshow Publication Advertising
• Tradeshow Booth Graphics Updates
• Tradeshow Booth Upgrades
Upcoming
Trade Shows and Events
Hospitality
Design Expo - Las Vegas
May 5- 7, 2005
The
Hospitality Design Show is the premier show for the hospitality
industry of restaurants, resorts, hotels, casinos, conference
centers and more. Over 900 manufacturers attend this event,
exhibiting their products to thousands of hospitality industry
professionals looking for the latest in form, function and
innovation.
www.hdexpo.com
International
Contemporary Furniture Fair (ICFF) - New York
May 14 - 17, 2005
The
International Contemporary Furniture Fair is the main trade
event for interior design products and contemporary furnishings.
As the show focus is on design, it is best suited to manufacturers
who target the contemporary and modern furniture and accessories
market. Over 17,000 attendees from 24 countries are represented
at this event.
www.icff.com
Scottish
Homebuilding & Renovating Show - Glasgow
May 21 - 22, 2005
The
Scottish Homebuilding & Renovating Show is the ideal place
to get in touch with Scotland’ self-build experts, and
the best way to source all the products, services and advice
you need to build your dream home. Whether you are at the
beginning of your project, or well underway, make sure you
visit the only self-build show in Scotland.
The
show features over 150 exhibitors, a unique seminar session
cover many areas of self-build and renovation and other attractions.
www.homebuildingshow.co.uk
Pacific
Coast Builders Conference (PCBC) - San Francisco
May 31-June 3, 2005
PCBC
is an annual tradeshow and conference serving residential
builders and their project teams. Held each summer in San
Francisco’s Moscone Center, PCBC draws over 27,000 homebuilders,
developers, architects, product manufacturers, and consultants
to the industry.
www.pcbc.com
Got
Something to Say?
If
you have any questions, comments, or would like to contribute
to BC Wood News On-line, please contact David
Pao at:
BC
Wood
#200 - 9292, 200th Street
Langley, BC
Phone: (604) 882-7100
Fax: (604) 882-7300
Toll Free: 1-877-422-9663
or email dpao@bcwood.com
|
