NEW YORK CITY - ZBOM Cabinets, a Hefei, China kitchen cabinet manufacturer, bought a few moments of fame by sponsoring a promotional movie about itself on a Times Square digital billboard today.
ZBOM has not marketed heavily in the U.S. before, though it has done projects here, and it exhibited at the 2016 International Builders' Show in Las Vegas. In April 2015, ZBOM Cabinets Co.,Ltd. signed on Aviavision Project LLC in the U.S. as chief representative to develop the markets in the North America.
ZBOM Cabinets opened a New York showroom in June 2015 in what it called a "very important step for the strategic North American market. This is also the very important measure for ZBOM to know about the North American markets," the company says.
Founded in 1998, ZBOM says it has gone through 17 years of development and become a leading brand in the domestic kitchen cabinet industry. ZBOM owns a very large scale, state-of-the-art kitchen cabinets manufacturing plant, "with a full set of the most advanced German HOMAG automatic intelligent CNC machinery."
Vertically integrated, ZBOM Cabinets has 1,000 stores in hundreds of cities in China and has generally started to expand its horizon to the overseas market. In 2015, ZBOM established cooperative relationships with enterprises of many countries in the world, pushing its projects into Australia, the Middle East and other regions, including the United States. .
ZBOM says its goal is to be a world-class integrated service provider focusing in kitchen area, and to become a Chinese enterprise comparable with other international top cabinet brands, "leading the direction of worldwide kitchen evolution and becoming a respected global enterprise."
Creating a media event in the high-profile location builds indirect exposure forZBOM Cabinets back home, and was timed to debut one week before the Chinese Lunar New Year.
In its release, which ZBOM hopes will be read back home, it explains about the effort:
"Times Square, often referred to as the Crossroads of the World, is a major commercial intersection in New York City. It is one of the world's busiest pedestrian intersections and the world's most visited tourist attractions, drawing an estimated 40 million visitors annually.
"As a leading cabinet brand in China, ZBOM's blink of its movie here is not only a historical step in its international strategy but also a display of a Chinese company's courage and determination to make inroads in universal market.
"In this 30-second promotional movie, Chinese former diving queen Guo Jingjing, also the spokeswoman of ZBOM, gives a cozy show with a cute boy in a kitchen made by ZBOM Cabinets, showcasing a new style high-end product of ZBOM and the company's concept 'kitchen for life'"
In its timeline, ZBOM recaps is recent dramatic growth. In 2009, one of the largest scale kitchen cabinets manufacture bases in Asia was created with the foundation of its new factory, and ZBOM entered into China’s top 5 listed kitchen cabinet manufacturers, with an annual output of 100,000 sets. The following year sales reached a half billion RMB, around $76 million U.S. The company says its sales now exceed one billion RMB and its latest factory expansion gives it a capacity for 200,000 sets.
Have something to say? Share your thoughts with us in the comments below.