Plastic photo frames

	Model PF-26 from Brilliance is a wooden photo frame with PU fabric cover and velvet backing. It measures 230x230x18mm.

To sustain financial viability amid sluggish demand in the US and the EU, photo frame suppliers in China are exploring business opportunities in India, Russia, Brazil and Africa.

The bulk of shipments to these locations consist of low-end and midrange models without standards approval, which has helped companies avoid testing and certification fees and consequently keep costs down. This, in turn, is enabling makers to achieve economies of scale and ensure profitability despite the downmarket shift.

Suppliers in the line are also boosting manufacturing capability and efficiency as a cost-cutting measure. Foshan Yidajie Metal & Plastic Co. Ltd has developed a samplemaking machine that can create a mold within five days. Traditional equipment requires at least 10 days for one photo frame prototype.

Several companies, meanwhile, are emphasizing domestic trade, spurred by recent incentives from the national government. For example, certain manufacturers that were previously not allowed to offer their products directly to the consumer market can now do so. These companies had earlier received favorable customs taxation rates for imported materials.

In line with these expansion efforts, makers are emphasizing aesthetics to boost the perceived value of new models, playing up material combinations to create various surface effects.

Metal with plastic or wood is common among the latest releases. ABS frames, for instance, may have plating or edging in stainless steel.

MDF designs can be wrapped with aluminum alloy 0.25 to 0.4mm in thickness for a modern look.

LS Frame International Ltd’s MDF models have an outer textured paper or veneer layer to imitate real wood.

For a sophisticated look, Brilliance Metal Products (Shenzhen) Mfy employs synthetic leather as covering for wooden photo frames.

To enhance visual appeal, some manufacturers adopt embellishments, including glass mosaic, faux gems and cutouts in various forms and even short messages, which can be made of different materials.

Broadening options further, SG Design & Mfg (Shanghai) Co. Ltd offers photo frames in natural stone. The manufacturer also has a selection of novelty models. One design features a jigsaw puzzle theme.

To attract more orders, makers are also decreasing their MOQ. They now accept orders of 1,000 frames or less, whereas previously the minimum was 3,000.

Foshan Yidajie requires 300 pieces for models priced below $10 each. Xuzhou Starry Arts & Crafts Co. Ltd agrees to an order of 50 for its wall-mount designs. Moreover, both suppliers offer lower quotes to their existing clients.

Despite the fl uctuating cost of oil, prices of photo frames from China have dropped between 5 and 10 percent in the past six months. This is thanks partly to the stabilizing yuan-US dollar exchange rate.

Still on expanding market reach, some companies plan to increase trade show participation and online advertising.
Industry composition

	SG’s photo frames come in various shapes. Models usually feature cutout embellishments.

There are approximately 3,000 suppliers of photo frames in mainland China, including 1,000 traders. More than 90 percent are privately owned, while others have Hong Kong, Taiwan and South Korea investors.

Midsize companies, or those with as many as 300 employees, make up half of the manufacturing pool. Forty percent are small suppliers having a workforce below 100.

Large enterprises with up to 800 personnel account for the rest. At most operations, photo frames constitute half of total revenue from exports. A few manufacturers specialize in the line. Models are usually under OEM and ODM agreements. Wooden, metal and plastic designs take up about 80 percent of production. Versions in other materials, including stone, are also available.

The key sourcing centers are Ningbo and Shenzhen of Zhejiang and Guangdong provinces, respectively. Makers in these cities offer photo frames at all price points. Many suppliers in Ningbo focus on the low end or midrange, while those based in Shenzhen target the high end.