Massage chairs

	This massage chair from Wenzhou Shengli can perform shiatsu, flapping, kneading, knocking and flapping/kneading combination techniques.

The latest releases are devoid of display systems and entertainment add-ons, and come in simple constructions.

Competition among China suppliers of massage chairs and cushions remains intense even with the closure of several companies. As such, makers are stepping up

cost-saving efforts and developing products with more- modest price tags even though overseas demand remains weak.

In terms of cutting overhead and manufacturing expenses, many businesses have already trimmed their workforce and are now streamlining operations further. Suppliers have set their sights on maintaining current quotes or implementing markdowns of as much as 10 percent to stimulate sales in coming months.

As regards R&D, efforts at most companies revolve around the creation of simpler designs, which can be priced lower than existing units. A number of makers actually released two or three such models in the first quarter of 2009.

Targeting the geriatric segment, Shanghai Rongtai Fitness Tech. Development Co. Ltd introduced two massage chairs that require no programming. Timer settings and operation modes can be automatically selected using the 10 push-buttons on the remote control.

Priced about $440 each, these basic models are not fitted with LCDs or VFDs. They are also devoid of radios, MP3 players and other entertainment devices.

Wenzhou Delikang Electronic Co. Ltd released a foldable chair in a steel tube frame. Without the complicated structure of a typical recliner, the product can perform kneading and other massage techniques on the head, shoulders, waist, buttocks and thighs.

	A seat cushion with shiatsu, rolling massage and heating functions from Xiamen comfort.

Even as more simple designs are being released, R&D into luxury chairs and cushions continues, particularly at large companies. A number of suppliers are taking this period of economic uncertainty to strengthen their foothold in the segment and prepare for the time when demand takes off again.

Several chairmakers, including Xiamen Comfort Science & Technology Group Co. Ltd, have launched zero-gravity models that can be reclined similar to an astronaut’s position during liftoff. This posture is said to aid in relieving stress and promoting blood circulation.

S-track rollers that follow the curve of the spine and imitate hand movements are also becoming popular. Additionally, shoulder and leg massagers in the latest units can be adjusted for a better fit.

Greater intelligence is another trend. Using sensors, some companies have released designs with a body scanning function that enables the chair to adjust the back- and footrest to the user’s height automatically. The units have a stroke length of 20 to 30 inches to suit various statures.

For upscale massage cushions, suppliers are providing models with variable speed and intensity settings. Ion generators and entertainment features such as MP3 players and radios are also being integrated.

Massage chairs from China start at $70. Quotes increase depending on the upholstery, number of massage rollers and programs, and additional functions. Compliance with RoHS and other international standards is another key determinant.

Designs that do not exceed $300 are mostly low-end pieces with basic structures and functions. Upholstered in PVC leather, the backrests are manually adjustable and embedded with a set of rollers. The massage applies only to the back, usually through vibration.

In contrast, models between $350 and $800 perform movements such as kneading and tapping in addition to vibration. They normally have two sets of rollers that rub down the back, neck and waist in selectable speed and intensity.

Products within this range are upholstered in PVC or PU leather. Some feature cushioned leg supports fitted with air bags that massage the calves.

In several units, the seat height and angle are adjustable via a control panel. The console may have integrated entertainment features such as MP3 players and radios.

Reaching $1,200 per unit, upscale designs come with PU or genuine leather exteriors and memory foam cushions. Apart from the typical functions of a midrange model, many products can synchronize the speed and intensity of the massage with music. Heat therapy is an option as well.

A number of pieces have sensors that detect the user’s body contours, thereby providing a personalized massage. Complicated techniques such as shiatsu and tapping/vibration combinations are also popular in this segment.

Digital technologies such as USB ports and Internet-ready cables are found in several units.

Other integrated functions include radios, speakers, and media players.

China exports a range of massage cushions, including models for the head, neck, waist and lumbar area. Of the various styles, the most popular are seat types that can perform several techniques.

Prices of massage seats start at $5 per unit. Similar to chairs, quotes are based on the upholstery, functions and motor.

Models below $15 are generally low-end designs capable only of basic kneading, vibration or rolling massage. Most are covered in PVC or polyester-cotton, although some utilize an inexpensive microfiber variant. Foam is employed for padding.

Midrange products that go up to $30 each offer several massage options, including a combination of synchronized kneading and vibration. Selections can be made via wired controls.

Releases in this segment are covered in PU leather or microfiber. Their electrical components are compliant with RoHS and other standards.

Massage cushions priced as much as $40 per unit can perform multiple techniques. Most are fitted with high-powered motors that allow simultaneous action on different body parts.

IR remote controls, standards-compliant car adapter plugs and color displays are among the typically bundled accessories. For upholstery, genuine leather is an option.

Small and midsize makers usually produce low-end and midrange models. Although some have plastic-injection facilities and simple PCB insertion lines, they typically subcontract painting and mold making to local specialists.

In contrast, large suppliers often manufacture designs for all price points. Most processes are performed in-house, including mold making, plastic injection, painting and electronic parts subassembly. For high-end units, however, motors and other components may be procured from companies with well-known brands.

Regardless of size, suppliers generally source materials from local providers. ABS and PP, for instance, are mostly from Zhejiang province, which boasts a mature plastic-processing industry. PU and PVC are also obtained from the area, although some makers purchase from suppliers in Guangdong province.

Motors, a crucial component in determining product quality, are procured in Zhejiang and Guangdong as well.

For high-end models, however, some suppliers employ Japan-made counterparts, which emit less noise and last about two years longer than domestic versions.

Suppliers of massagers, including chairs and cushions, are primarily located in Guangdong, Fujian and Zhejiang. Together, these three provinces account for more than 90 percent of mainland China’s annual shipments and about 70 percent of revenue.

Guangdong is the largest exporter in terms of both volume and value. Last year, more than 50 million units worth $345 million were sent from this production hub, accounting for 33 and 62 percent of the mainland’s aggregate export volume and revenue. In the first two months of 2009, shipments reached nearly 5 million, generating sales of $30 million.

The local industry includes about 100 manufacturers, many of which have Hong Kong and Taiwan investors. Suppliers of chairs and cushions are found mostly in Dongguan, where there are thriving plastic, fabric and electronic industries.

Zhejiang, home to an estimated 250 makers, ranks as the second-largest exporter of massage equipment. In 2008, the province sent abroad more than 19 million units, which had a total value of $290 million. In January and February of this year, exports exceeded 2.5 million, generating $30 million.

Wenzhou is the key manufacturing center for chairs and cushions. The city has several midsize and large factories capable of producing massage mechanisms in-house.

Fujian, meanwhile, has a small supplier base of only 20 companies. Most, however, are large operations focusing on the midrange and high end. Their clients include Malaysia-based Ogawa and Japan’sPanasonic, Sanyo and Fuji.

Consequently, the province ranks as the third leading exporter of massagers in the mainland. Last year, it sent abroad nearly 9 million units worth $164 million. In the first two months of 2009, shipments exceeded 300,000, generating $9 million in sales.

Xiamen, home to Xiamen Comfort, one of the mainland’s largest suppliers of massage chairs, is the key city in Fujian.