Breaking Through Localization: Nearshore Manufacturing and Self-Built Channels | Mati Club × Sunon Study Tour

Against the backdrop of irreversible global supply chain shifts, the globalization path of Chinese enterprises is undergoing substantial changes. Globalization today is no longer just about simple commodity exports, online sales, or the singular model of 'Chinese factories selling globally.' Establishing localized operations and manufacturing capabilities overseas is becoming a strategic direction for an increasing number of companies.

In this context, Sunon's nearshore manufacturing layout in Mexico and its deep cultivation of offline channels in North America provide a highly insightful business case for the industry. For many founders of companies going global, building factories overseas is not merely a physical relocation of production capacity but also a rigorous test of restructuring costs, quality, and delivery cycles, while self-building offline channels is even more unimaginable for most.

On April 17, Mati Club organized an in-depth study tour, visiting the headquarters of Sunon (a leading global brand in commercial office furniture), to deeply learn how Sunon supports its North American local channels through nearshore manufacturing in Mexico. This provides practical reference for sellers or brands transitioning from cross-border e-commerce to offline operations and setting up overseas factories, while also leveraging Sunon's global network of nearly 300 outlets to explore further overseas collaboration opportunities.

Sunon Technology Co., Ltd., founded in 1991, adheres to the brand philosophy of 'Bringing Nature into the Office' and is committed to providing customers with holistic office space solutions. It serves nearly 200 Fortune Global 500 companies and 307 Chinese Top 500 enterprises, such as Huawei, Alibaba, Tencent, Google, Coca-Cola, and Toyota, with clients spanning 130 countries and regions.

Sunon Technology actively builds a '1 N' global R&D model. Centered around the Sunon Research Institute, it has established a European R&D center in Berlin, Germany, and a North American R&D center in Chicago, USA. It partners with leading global design firms and has collaborated with academicians of the Chinese Academy of Engineering to establish the 'Green, Low-Carbon Furniture Industry Academician Innovation Research Institute.' Cumulatively, it has obtained 1,870 global patents and has won 40 international design awards, including the iF and Red Dot Awards. It has led or participated in the formulation and revision of 77 international, national, industry, and group standards.

Sunon Mexico Production Base

Sunon operates four major production bases globally, located in Eastern China, Southern China, Northern China, and Mexico, ensuring rapid response to global customer demands. Advanced automation and digital management systems enable efficient coordination from order placement to delivery. A full-process product traceability system ensures globally unified quality standards. The integration of local supply chains for core materials fully unleashes the advantages of localized production in efficiency improvement and market response speed.

Sunon US Showroom

Sunon Saudi Showroom

Sunon's service network covers five continents, with nearly 300 outlets globally, including subsidiaries in the United States, Singapore, and other locations, and 47 international showrooms. Using front-end display and customer experience as windows, it forms a closed-loop system of 'Design & Display + Local Production + Rapid Delivery' with its global manufacturing bases, enabling the brand to stay closer to local markets and respond quickly to customer needs. The service system has adopted Huawei's 'Iron Triangle' model, building a full-cycle service chain and providing value-added services such as proactive follow-ups and furniture recycling.

Study Tour Overview

Organizer: Mati Club

Support: Sunon Group

Date: 2026.04.17

Location: To be notified upon successful registration approval

Participants: Mati Club members / Core senior executives of overseas expansion brands

Agenda

09:30-10:00: Registration and Assembly

10:00-11:00: Showroom Tour

Deeply experience Sunon's product strength and insights into North American demand

11:00-11:40: Decoding Sunon

Globalization Strategy Panorama and the Underlying Logic of 'Deep Cultivation in the US'

Sharing Guest: Shi Yinjiao, International General Manager, Sunon Group

12:00-13:30: Lunch / Break

13:30-15:30: Decoding Sunon

Sharing Guest: Shi Yinjiao, International General Manager, Sunon Group

Part 01

Nearshore Manufacturing: Strategic Decision-Making and Implementation Insights for Building a Factory in Mexico

Why choose Mexico? How to build from 0 to 1? How to manage? Lessons learned from challenges faced.

Part 02

Self-Built Channels: Building, Managing, and Incentivizing Offline Channels

Why self-build? How to build? How to manage? Lessons learned from challenges faced.

15:30-16:00: Mati Dialogue

Deconstructing Sunon's Office Ecosystem

16:00-17:00: Resource Co-creation

Identifying hurdles to joining the Sunon ecosystem

Registration Inquiry

About Mati Club

A high-end, practical community under Ebrun focused on brand globalization.

We are dedicated to breaking cognitive boundaries and empowering Chinese companies to achieve strategic advancement from regional to global players, accelerating the development of new global competitiveness. By gathering practical mentors and industry leaders, we use benchmark study tours, resource linking, and closed-door co-creation as key methods to jointly explore growth paths for global brands. Nonstop progress, growing upward.