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Longshuncheng, once a glorious trousseau furniture-maker that served ordinary Beijingers in this imperial city in ancient times, still enjoys a reputation for high-quality among people who love Chinese antique hardwood furniture in these modern times. Longshuncheng was founded in 1862 by a carpenter surnamed Wang who once worked for Emperor Tongzhi of the Qing Dynasty (1644–1911).

Over its long history, the Longshuncheng brand has become an exemplar in the Beijing-style antique furniture manufacturing because of the richness of its creations. In 1993, Longshuncheng was transformed into the Beijing Longshuncheng Chinese Style Furniture Factory, the only State-owned hardwood furniture factory.

Chinese style furniture of the Ming (1368–1644) and Qing dynasties is generally divided into three types, Guangzhou-style, Suzhou-style and Beijing-style. Guangzhou-style furniture is famous for its generous use of wood; Suzhou-style furniture is famous for the craftsmanship of its carvings; but Beijing-style furniture combines the best of both, with a tint of imperial influence.

Tradition always involves history and culture, but it may mean also signal conservatism and resistance to change. It still takes a long time to make a single piece of Longshuncheng furniture, it is still more than 60 percent manually made. But a question arises: How can it keep up in a fast-moving consumer market? The answer may lie in the marketing strategy of Hu Wenzhong, the manager of Beijing Longshuncheng Chinese Style Furniture Factory.

Hu said, “Traditional furniture, especially rosewood furniture, is a high-taste article; it can preserve its value during time and even increase it, since it contains a lot of cultural connotations. Truly, we have developed a heritage that includes furniture that was once used in the imperial palace of the Ming and Qing Dynasties.”

The workers in Longshuncheng have had many more opportunities to study the craftsmanship of involved in Beijing-style furniture design: manufacturing, carving and waxing. Now, even imitation antique furniture is popular in the market.

Still, Longshuncheng maintains its strong philosophy about furniture-making and it continues to ensure centuries-long endurable quality. No nails are used in piecing the furniture together, and no other material but wood is used. The joints are also connected by using wood mortise and tenon techniques, yet the furniture will last far longer than a lifetime if properly cared for. The oral handing-down of this craftsmanship is now being considered for designation as an article of Intangible Cultural Heritage. In addition, because of its outstanding craftsmanship, Longshuncheng craftsmen have participated in the restoration of significant pieces of furniture in important places such as the Forbidden City Museum, in some of China’s overseas embassies and in some famous hotels.

Like a more modern enterprise, Longshuncheng relies on advertising, but even more on reviving traditional Beijing cultural tastes. As one of China’s Time Honoured Brands (laozihao), they know well that Longshuncheng relying on its skill and techniques is not enough to survive in the modern business world; it must remain rooted in Beijing’s culture and style to succeed in the market.

The protection of its product quality is imperative. This is why in 2002 Longshuncheng successfully battled in court to keep the Longshuncheng brand name from being applied to non-traditional forms of furniture.

Chinese furniture is no less a product of the long-established Chinese culture than other cultural artefacts or ideas. This is evident in images carved into the furniture such as fu and shou (blessedness and long life), images of melons, squash, cucumbers or pumpkins that symbolize duozi duofu (more sons, more happiness), and peonies that signify nobility and so on.

Hu glowed with affection when saying: “Chinese style furniture, in fact, is derived from the same sources within the Chinese culture, along with calligraphy, traditional Chinese painting, Beijing Opera, the tea ceremony, Tang-style clothes, folding fans, lanterns and Chinese dots; together with traditional Chinese furniture, they are a good, harmonious match.”

Longshuncheng has also established the Longshuncheng Tea Culture House, where visitors can experience original Beijing-style furniture and enjoy the inspiration of a traditional culture reflected in wood.

The annual Beijing Taste Culture Festival, organized by Longshuncheng, invites and welcomes folk handicraft artists, Beijing Opera lovers and writers to display skills that are now close to disappearing altogether. The Painting and Calligraphy Contest, Beijing Opera Fan Meeting, Furniture and People Photo Contest and Beijing Cricket Contest, special living relics of Beijing culture are heartening to many.

In order to save the priceless Ming and Qing dynasty rosewood furniture that has been scattered far and wide, Longshuncheng established an Antique Furniture Restoration Centre, in which the skilful carpentry masters get a chance to show their skills in the restoration of antique furniture.