HOMAG China

What HOMAG China does

HOMAG China (豪迈中国), legal entity 豪马格（中国）机械有限公司 (Homag (China) Machinery Co., Ltd.), is the Chinese wholly-owned subsidiary of Germany's HOMAG Group, which in turn is part of Frankfurt-listed Dürr AG. Established in 1979 (with the current legal entity formed in 2021 as a multinational regional headquarters in Shanghai Songjiang) and operating for over 40 years in the Chinese market, the company supplies woodworking machinery, industrial automation systems, and digital production software to furniture, flooring, door/window, and building-component manufacturers. Its core product lines include SAWTEQ panel saws, EDGETEQ edge-banding machines (including the laserTec zero-glue-line platform), CENTATEQ and DRILLTEQ CNC processing and six-sided drilling centers, STORETEQ automated storage systems, robotic material-handling cells, and an integrated software stack (HOMAG iX, FMS, PulseCloud, Cut Rite, IDataNesting, woodStore). Headquartered in Shanghai with a Songjiang manufacturing facility and a Dongguan regional office, HOMAG China employs approximately 650 staff and supports customers through a service network of around 150 engineers across 30 groups.

The business model combines one-time capital equipment sales (premium imported German lines plus a growing localized product tier priced approximately 40% below imports), subscription and license-based software revenue (HOMAG iX, PulseCloud, HaoYiChai / 豪易拆 integration plugins), professional engineering services for installation, training, and after-sales support, and factory planning consulting (often in partnership with Schuler Consulting). Go-to-market operates through direct enterprise sales to large custom-furniture manufacturers (Oppein, Suofeiya, raumplus, Gujia, Lu Li Wood, Kefan, Longyang), supplemented by a dealer network targeting SMBs, with marketing driven by industry exhibitions (CIFF Guangzhou, WMF Shanghai, Domotex Asia, LIGNA Germany), regional Success360 seminars, factory open days, and an integrated design-production ecosystem built with Kujiale (酷家乐).

Commercially, HOMAG China is the largest single-country operation within HOMAG Group, which holds more than 30% global market share in woodworking machinery and over 1,000 active patents worldwide. In April 2024, the subsidiary booked its largest-ever single order — a 1.3 billion RMB equipment deal with Lu Li Wood (鲁丽木业) — and in March 2024 it launched the Success360 program repositioning the company as a full lifecycle solutions provider. Recent strategic moves include the local development of premium platforms (EDGETEQ S-370/laserTec, DRILLTEQ H-330), AI-enabled partnerships (HCS1350 sorting system with Zhongke Yuanxiang; WIS100 panel warehouse with NASSA), and the deepening of the HOMAG-Kujiale design-production ecosystem, all under a localization strategy intended to capture both premium enterprise demand and the broader Chinese SMB furniture manufacturing base.

Name

HOMAG China

Legal name

豪马格（中国）机械有限公司

Website

https://homag.com.cn

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

501–1,000 employees

Short description

HOMAG China (豪迈中国) is the Chinese subsidiary of Germany's HOMAG Group (Dürr AG), supplying woodworking machinery, industrial automation, and digital production software to furniture and building-component manufacturers across China. It serves large custom-furniture enterprises (e.g., Oppein, Suofeiya, Lu Li Wood) plus SMBs via direct sales, dealers, and a 150-engineer service network.

Ownership category

akta.pro rank

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Woodworking Machinery Sales: Sale of industrial woodworking equipment including panel saws, edge banding machines, CNC加工中心, drilling machines, storage systems, and automation equipment. One-time capital equipment sales with long sales cycles targeting furniture manufacturers.
2. Software Solutions: Digital software solutions including HOMAG iX, FMS factory management, 脉云 IoT platform, and 豪易拆 integration software. Can be sold as standalone or bundled with equipment.
3. Engineering and After-Sales Services: Installation,调试, training, maintenance, and technical support services provided by ~150 engineers across 30 groups. Includes spare parts supply and equipment upgrades.
4. Factory Planning and Consulting: Production planning, factory layout design, and process optimization consulting services, often in partnership with Schuler Consulting.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels9 records

Core offering

HOMAG China (豪迈中国) manufactures and distributes industrial woodworking machinery and automation systems for the Chinese furniture and wood-component industry. Its portfolio includes panel saws (SAWTEQ), edge banding machines (EDGETEQ), CNC processing centers (CENTATEQ), six-sided drilling machines (DRILLTEQ), automated storage and sorting systems (STORETEQ, WIS100), robotic material handling, packaging solutions, and digital production software (HOMAG iX, FMS, PulseCloud). The company also delivers engineering services, factory planning, installation, training, and after-sales support through ~150 engineers deployed in 30 service groups across China.

Product overview

HOMAG China is a subsidiary of German Dürr Group, offering a comprehensive portfolio of woodworking machinery and intelligent manufacturing solutions. The product lineup includes panel cutting saws (SAWTEQ series), edge banding machines (EDGETEQ series), CNC processing centers (CENTATEQ, DRILLTEQ series), six-sided drilling centers, automated storage and sorting systems (STORETEQ, SORTEQ), packaging solutions (PAQTEQ), sanding equipment (SWT), and production management software (HOMAG iX, FMS, PulseCloud, Cut Rite). The portfolio serves furniture manufacturing, floor production, door manufacturing, and building components, offering everything from single machines to complete networked production lines. Recent innovations include the locally-developed EDGETEQ S-370 laserTec edge banding machine and DRILLTEQ H-330 dual-channel six-sided drilling center. The software ecosystem integrates with Kujiale design platform for design-production integration, enabling automated order splitting from design to manufacturing.

Differentiator

Problem solved

Functional benefit

Brands

• HOMAG iX: Digital production solution software for panel furniture order disassembly and digital production management.
• PulseCloud 脉云
• Success360
• 豪易拆

Products and services

• SAWTEQ Series Panel Saws Electronic panel saws with servo feeding and intelligent cutting optimization, spanning SMB entry-level (S-150) to industrial mass-production (S-600). Includes robot-controlled S-280 and flexible batch-size-1 S-320 flexTec variants. For furniture and panel manufacturers.
• EDGETEQ Series Edge Banding Machines Industrial edge banding machines with servo control, multi-channel feeding, and precision tracking (±0.1mm accuracy). Includes S-500, S-370/laserTec, S-360, S-356 dual glue pot, S-358 dual glue pot wide/narrow, S-328. For furniture manufacturers requiring premium edge finishes.
• DRILLTEQ Series Six-Sided Drilling Centers CNC six-sided drilling machines for furniture panel processing including H-330 dual-channel (66 spindles, 75% efficiency gain), H-230 single-channel, H-308 dual-station, H-600 flexible CNC, V-500 vertical, L-200 through-feed. For panel furniture and cabinet manufacturers.
• CENTATEQ Series CNC Processing Centers CNC nesting and panel processing centers including N-050 (precision), N-100, N-500 (gantry, large-panel), P-310/E-310. For furniture manufacturers requiring precision nesting and machining.
• STORETEQ Series Storage Systems Automated flat-warehouse and logistics storage systems (S-200, S-500, S-700) for furniture and panel factories, optimizing material flow and inbound/outbound logistics.
• WIS100 Three-Dimensional Intelligent Panel Warehouse Lightweight 3D panel storage system combining flat warehouse and 3D storage benefits. Solves inbound pallet storage and outbound panel allocation for high-end decorative panel production. For panel board and decorative material manufacturers.
• TENONTEQ Series Floor Production Machines D-500 entry-level and D-600 compact-flexible longitudinal/transverse milling solutions for wooden floor manufacturers in medium performance range.
• CABTEQ Series Cabinet Assembly Machines Cabinet assembly machines including S-200 (economical) and S-250 (wide-application) for furniture and cabinet manufacturers.
• PAQTEQ Series Packaging Solutions Automated packaging equipment including C-250 cardboard cutting machine, S-200 fully-automatic cardboard sealing machine, and PAQBOT I-300 robotic insertion station for finished furniture packaging lines.
• Robotic Material Handling & Automation Systems Automated material handling robots and conveyor systems (FEEDBOT, SORTBOT R-300, LOOPTEQ O-600, FEEDTEQ G-200/L-500, STACKTEQ G-200/L-500) for CNC processing centers and complete production lines.
• HCS1350 Intelligent Horizontal Sorting System AI-powered intelligent horizontal sorting system co-developed with Zhongke Yuanxiang. Features proprietary sorting algorithms, flat stacking capacity, and multi-piece batch outbound for high sorting efficiency. For furniture manufacturing sorting operations.
• SWT W-300 Wide Belt Sanding Machine Wide belt sanding machine for thickness calibration, veneer sanding, and paint sanding (including high gloss finishing) on panel surfaces.
• SORTEQ R-200 Sorting Center Sorting center offering unlimited sorting capacity for furniture and panel production lines.
• HOMAG iX (woodCAD|CAM) Digital Production Software Digital production software for panel furniture order splitting, CNC programming, and digital production management. Global standard for furniture manufacturing automation; integrates with Kujiale design platform for design-to-production integration.
• HaoYiChai (豪易拆) Order Processing Software Order splitting plugin co-developed with Kujiale for design-to-production integration. Enables one-click design verification and order splitting with automatic hole-slot conflict detection, special process handling, and post-processing. For Chinese custom furniture manufacturers.
• FMS Factory Management System Factory-wide production management system covering order management, planning/scheduling, work order reporting, packaging management, installation delivery, and system dashboards for furniture manufacturers.
• PulseCloud (脉云) IoT Equipment Management Solution IoT-based equipment monitoring and data analytics platform that breaks data silos in furniture manufacturing. Enables real-time equipment monitoring, predictive maintenance, and production optimization across multiple machines and sites.
• Cut Rite Panel Optimization Software Software for optimizing cutting patterns on panels to maximize material utilization and minimize waste in furniture and panel production.
• iDataNesting Nesting Optimization Software Nesting optimization software for efficient material utilization in CNC nesting machining of furniture panels.
• woodStore Storage Management Software Storage management software providing visual information flow and material flow tracking for automated warehouses and panel storage systems.
• HOMAG × Kujiale Ecological Database Joint Solution Joint HOMAG × Kujiale ecosystem solution connecting design, production, and supply chain partners for end-to-end furniture manufacturing digital integration.
• SAWTEQ Multi-Blade and Transverse Saws Multi-blade saws (M-500, M-320, M-330) for longitudinal segmentation and flexible transverse saws (C-600, C-700) for industrial furniture and floor manufacturers.
• Engineering and After-Sales Services Comprehensive engineering services including installation, commissioning, training, maintenance, and technical support delivered by ~150 engineers across 30 service groups covering all provinces in China, with 24-hour response capability. Includes spare parts supply and equipment upgrade programs.
• Remote Service & Customer Support Platform Remote service platform combining a dedicated customer hotline (400 920 8899) with a WeChat mini-program for service contact, remote diagnostics, and customer support across China.
• Factory Planning and Consulting Services Production planning, factory layout design, and process optimization consulting services for furniture and building-component manufacturers, delivered in partnership with Schuler Consulting (舒乐咨询).

Quantifiable outcome

• Order efficiency improvement of 50% through design-production integration
• +4 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

AI capability5 records

Feature8 records

Scale indicators10 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• SCM Group: Italian industrial group and a top-tier global supplier of woodworking machinery and complete plant solutions for furniture, doors, windows, and timber construction. SCM competes head-to-head with HOMAG in panel sizing, edge banding, drilling, and surface finishing across both European and Asian markets.
• Biesse Group: Italian multinational and one of the largest global manufacturers of machinery for processing wood, glass, stone, plastic, and metal. Biesse directly competes with HOMAG in panel processing, edge banding, CNC machining, and software for the global furniture manufacturing industry, making it the closest international peer.
• Weinig Group: German specialist in solid wood processing machinery and moulders, serving furniture, window, and staircase manufacturers. Weinig overlaps with HOMAG in solid wood and timber construction applications, particularly in the building-components segment HOMAG targets in China.
• IMA Schelling Group: German-Austrian manufacturer of industrial machinery for panel processing, edge banding, and material flow in the woodworking industry. IMA Schelling overlaps directly with HOMAG's high-end panel sawing, edge banding, and complete line integration offerings for industrial furniture manufacturers.
• KDT Machinery: Leading Chinese manufacturer of woodworking machinery for panel furniture production, offering edge banders, CNC drills, saws, and automated production lines. KDT directly competes with HOMAG China on price in the domestic SMB and mid-market segments and is rapidly expanding into automated production lines.
• Nanxing (Foshan Nanxing): One of China's largest domestic manufacturers of panel furniture machinery, including edge banders, panel saws, CNC machining centers, and automation lines. Nanxing is HOMAG China's most direct Chinese competitor, especially in the mid-market and SMB segments where localization is critical.
• Felder Group: Austrian family-owned manufacturer of woodworking machines for craftsmen, carpenters, and SMB furniture workshops. Felder's Format-4 and Hammer brands compete with HOMAG's localized offerings in the SMB and craftsman segment across Europe and increasingly in China.
• Masterwood: Italian specialist in CNC machining centers for panel processing in the furniture industry. Masterwood competes with HOMAG's CENTATEQ nesting and DRILLTEQ drilling lines, particularly in the medium-to-high throughput custom furniture segment.

Others

• Leitz: German manufacturer of precision tooling systems for the wood processing industry, including cutting tools, saw blades, and CNC tooling used with HOMAG and competing machinery. Leitz is an adjacent ecosystem player and tooling supplier whose products integrate with HOMAG machines.

Broad incumbents

• Dürr AG: German multinational and ultimate parent of HOMAG Group (and thus HOMAG China), with operations spanning automotive painting, environmental technology, and woodworking machinery. Dürr is the broader corporate parent providing capital, technology transfer, and cross-segment capabilities that shape HOMAG China's strategic positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/homag-china

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HOMAG China