2025 Decorative Panel Summit: Insights into Global Trends as PURETE Leads the New Era of Surface Decoration

The art of precision surface finishing brings craftsmanship to beautiful living.On November 12–13, 2025, the Global Decorative Surface Conference 2025 and the 13th Decorative Paper & Surface Panel Custom Home Industry Chain Innovation Forum were held in Lin’an, Zhejiang.Ms. Fu Qiuxia, Chairwoman of PURETE, analyzed industry trends and development from the perspective of equipment demand, providing a clear direction for the future of the surface decoration industry.

On a global scale, the surface décor landscape is full of change.

PURETE began expanding overseas in 2008, and its products are now exported to 81 countries, benefiting from its differentiated market layout across major regions worldwide.

01 Substrate Manufacturers: Reducing Costs, Improving Efficiency, and Building Core Competitive 

Barriers

Cost Reduction: Lowering logistics and electricity costs, and improving material utilization.

High Entry Barriers: Investment in high-threshold production lines, large-scale production lines, and full-chain production lines.

02 Surface Decoration Companies: Diversifying Expansion and Strengthening Service Capabilities

Multi-Material: Breaking the limitations of wood panels, extending surface decoration processes to metal, glass, and plastic panels.

Multi-Process: Achieving full coverage of laminating and flat-laminating, roller coating and spray coating, meeting customers’ one-stop requirements.

Multi-Application: Expanding from single cabinet products to full-category home furnishings such as wardrobes, flooring, and doors, undertaking complex processing tasks to enhance customer loyalty.

03 Surface Material Companies: Collaborating for Innovation and Creating Differentiated Advantages

Collaborative Approach: Embracing brands and expanding partnerships. Strengthening alliances with custom furniture and substrate manufacturers to “grow stronger together” and enhance profitability.

Expanded Development: Introducing more designs and expanding development. Product portfolios can be optimized based on overseas market demands (e.g., reusing classic patterns for the Middle East and Africa).

ifferentiation: Integrating PU, UV, nano-materials, and more to achieve functional breakthroughs such as wear resistance, lightfastness, and environmental friendliness.

Honors Received

Ms. Fu Qiuxia was appointed as a member of the 1st Expert Committee of the Decorative Panel Industry Innovation Alliance and received an official certificate.

02 "2024 China Forest Products Industry ESG Report"

03 Strategic Partners

The high-quality development of the surface decoration industry relies on equipment technology innovation and full-industry-chain collaboration. PURETE has always been customer-oriented, providing comprehensive equipment solutions across all categories of surface decoration. Looking ahead, we aspire to join hands with upstream and downstream partners in the industry chain to reach the vast global market of over 7 billion people, drive the iteration and upgrading of surface decoration technologies, and inject strong momentum into the high-quality industrialization of the home furnishing sector—together creating a better life!