FIRST ASIAN ON MÖBELMARKT
—SUNBIN QI MAKES HISTORY!
The Secret Behind ASKT’s Best‑Selling Chairs
In February 2025 Sunbin Qi, CEO of ASKT, became the first Asian executive ever to take over the front page of Möbelmarkt, Germany’s most‑read furniture trade magazine. The seven‑page feature, headlined “Das Geheimnis hinter dem perfekten Stuhl,” signals far more than personal success. It confirms that a data‑driven, sustainability‑focused Chinese manufacturer can now meet – and often exceed – the toughest European buying standards.
Historic Möbelmarkt Cover Feature and Industry Milestone
Zero‑Plastic Packaging Plus 12‑Stage Chair Testing
Hard Numbers: 550 k Chairs Sold, BSCI & OEKO‑TEX Certificates
Next Steps—View Factory Footage, Contact ASKT Sales
– MILESTONES IN RISK REDUCTION
Unrivalled reach
Feature appears in Germany’s most‑read furniture trade title, touching ≈ 24 000 purchasing pros—from chain‑store category managers to Amazon & OTTO marketplace sellers.
Pre‑vetted reliability
Passing the magazine’s famously tough editorial board means products, processes and sustainability claims are already validated for German standards.
Seven pages of due diligence
Cover story “Das Geheimnis hinter dem perfekten Stuhl” gives editors two hours of factory, R&D and ESG scrutiny—distilled into a 7‑page endorsement.
Direct buyer benefit
Their seal of approval reduces perceived risk and speeds up internal sign‑offs on high‑value tenders.
WHY MÖBELMARKT CHOSE ASKT？
12‑rig in‑house test lab
Static, impact and fatigue rigs vet every SKU; 11 QC engineers film each cycle, giving your QA team instant, audit‑ready compliance files.
OEKO‑TEX® Standard 100 fabrics
Water‑repellent, stain‑proof and breathable upholstery contains zero harmful chemicals, driving lower return rates and stronger sustainability claims.
Proven volume capacity
550 000 ASKT chairs shipped to Germany in 2024, so you can scale confidently when seasonal peaks hit.
Stilschutz (style‑protection)
New enquiries in an active territory are routed to existing partners once MOQ is met, protecting your margins and ensuring channel exclusivity.
VIDEO │Behind the Cover:
MY MÖBELMARKT INTERVIEW ON CRAFTING THE PERFECT DINING CHAIR
In this 5-minute segment, I show Möbelmarkt’s editors how ASKT’s stress tests, plastic-free packaging, and OEKO-TEX fabrics helped us place 550,000 chairs in German homes—making me the first Asian CEO to headline the magazine in 65 years.
FAQ – MÖBELMARKT INTERVIEW SUNBIN QI
MM: Mr. Qi, ASKT is now a well-known name in the field of dining chair design. What makes your chairs special? Sunbin Qi: I'm glad you asked. At ASKT, we are passionate about creating dining chairs that not only look good but also work great. Our own fabric collection for chairs offers three key features: water-repellent, stain-resistant and breathable. We have achieved these three functions with advanced textile technology that we have perfected over the years.
MM: What characterizes the described functions? Qi: The water-repellent effect is achieved by a hydrophobic coating process that repels liquids and ensures that spills can be wiped up quickly without leaving stains. The dirt-repellent property is based on a special fiber blend that is treated with a special coating. This prevents dirt from becoming embedded in the fabric. Finally, when it comes to breathability, we have developed a woven structure that allows air to circulate to prevent uncomfortable heat build-up during prolonged periods of sitting.
MM: Das klingt nach sehr viel Aufwand, den Sie hier betreiben. Qi: Die Wissenschaft hinter diesen Stoffen dreht sich ganz darum, den Alltag unserer Kunden zu erleichtern. Ob es sich um ein Familienessen, ein langes Dinner mit Freunden oder eine Kaffeepause handelt, wir möchten, dass das Erlebnis stressfrei ist. Unsere Stoffe sorgen dafür, dass die Stühle einfach zu pflegen sind und ihre Schönheit und Komfort langfristig erhalten bleiben.
MM: How does ASKT approach the design of its dining chairs, particularly with regard to the needs of German households? Qi: Our design approach is based on real experience and practical needs. We didn't simply design our chairs according to aesthetic trends or abstract ideas, but rather we looked closely at the actual dining situations in over 1,000 German households. We studied the table shapes, seating arrangements and even the floor colors that are commonly used in German households.
MM: With what result? Qi: Research has enabled us to create a range of dining chairs that fit perfectly into modern German dining rooms. Our designs are functional, comfortable and fit harmoniously into the room. They not only look good, but are designed to make every meal more enjoyable. We believe that a chair should be an invitation to sit and linger, not just a piece of furniture that fills the room.
MM: How are you currently represented on the German market? Qi: We actually sold over 550,000 chairs in Germany in 2024 alone. This is proof of the care and attention we put into the design. It's not about making a statement with extreme designs, but about creating practical beauty that enriches everyday life.
MM: The metal components of the ASKT dining chairs are considered to be particularly durable. Can you explain this in more detail? Qi: Yes, safety and durability are key for us. Dining chairs are not just for sitting - they are the setting for family gatherings, long dinners and even the occasional dance party. That's why we choose the best metals for our chair frames.
MM: What are they? Qi: We use specially selected metal that extends the life of the chair. It is stronger, more resistant and retains its stability even with intensive use. Each metal frame is thoroughly tested to ensure that only high-quality materials are used - no compromises. Another important point is the stability of the chair. We know that dining chairs need to support different body weights and the chair frame must remain stable. That's why we invest heavily in quality assurance. It's not just about meeting safety standards - we want to exceed them. For us, every chair is a product of trust. Our customers know that when they buy a chair from ASKT, they are buying something that will provide safe support for them and their family for many years to come.
MM: ASKT is becoming more important, the company is growing. How do you protect the interests of your customers? Qi: The protection of customer interests is of central importance to us at ASKT. We offer style protection and guarantee exclusivity for designs that have reached a certain purchase volume. In order to respect existing customer relationships, we consistently refer potential new customers to our existing partners, provided that both parties have already established a business relationship. We are committed to fair and transparent business practices and ensure that all parties receive the benefits to which they are entitled. ASKT strives to build long-term partnerships based on trust and loyalty.
MM: Was ist Ihre Botschaft an den deutschen Markt? Qi: Bei ASKT sind wir bestrebt, Esszimmerstühle zu schaffen, die das Leben der Menschen wirklich bereichern. Es geht nicht nur darum, Möbel zu verkaufen – es geht darum, nachhaltige Erlebnisse rund um den Tisch zu schaffen. Und während wir weiterhin innovativ bleiben, bleiben wir immer fokussiert auf Qualität, Sicherheit und die Bedürfnisse unserer Kunden.
TURNING INSIGHTS INTO PROFITS