The COVID-19 pandemic has reshaped global trade patterns and accelerated the shift toward e-commerce-based furniture exports. In response, Thuan An Wood Processing JSC (TAC) launched a 3D virtual showroom in 2020 to showcase its uniquely designed furniture products online—helping the company secure strong export orders and maintain growth despite travel restrictions.
3D Virtual Showroom Boosts Sales and Visibility
The launch of TAC’s 3D showroom marked a major digital breakthrough, enabling the company to reach new customers and secure high-value export contracts even amid global lockdowns.
Despite pandemic challenges, TAC achieved over VND 591 billion in revenue in 2020, equivalent to 91.3% of its annual target, with a large contribution from online sales.
According to Ms. Le Thi Xuyen, CEO of TAC, the shift to digital channels helped the company sustain production and retain its workforce:
“Traditional trade fairs are still useful for brand promotion, but they are limited in product variety and logistics. Our online 3D showroom allows customers to explore hundreds of models from anywhere, helping us attract new international clients and increase high-margin orders.”
As physical trade shows remain limited due to global health concerns, online marketing and e-commerce have become essential tools for TAC’s export strategy—reducing operational costs while enhancing competitiveness.
Focus on Self-Designed, High-Value Furniture Exports
With the U.S. housing market booming and the global work-from-home trend driving strong furniture demand, Thuan An Wood has quickly adapted to meet market shifts.
The company benefits from an abundant rubberwood supply and a skilled workforce capable of producing innovative, high-quality designs. By early 2021, TAC had already secured 75% of its annual export orders, including products such as classic dining tables and minimalist bedroom sets—many of which were designed in-house.
For 2021, TAC set a revenue target of over VND 593 billion and pre-tax profit of VND 23.6 billion. The company plans to further expand e-commerce operations and develop modular, easy-to-assemble furniture suited to modern consumers’ preferences.
Sustainable Growth Through Innovation and Efficiency
Going forward, TAC aims to focus on value-added, self-designed furniture lines, helping the company diversify its customer base and reduce dependence on external suppliers.
Rising raw material prices (up 10–30% domestically and internationally) have posed challenges for exporters, but TAC continues to enhance productivity and cost efficiency.
With the ongoing U.S.–China trade tensions, Vietnam remains a key destination for furniture manufacturing and exports. TAC has full export orders for 2021, currently operating at 130% capacity, and plans to open a new factory in Binh Phuoc to meet growing demand—while maintaining prudent risk control in its expansion strategy.