Plywood market is about to take off!
Tomorrow starts the Branchentag Holz trade fair in Cologne, Germany — a place where people in the wood business gather, mingle, connect, promote, buy, and sell.
When people meet, the first questions are always the same:
“How’s business for you?” and “How has the fair been so far?”
No matter whether the world economy is in recession or booming, the answers rarely change:
- “It’s good, better than last time!”
- “It was quiet at first, but now it’s picking up!”
- “Not too bad — it’s getting better!”
Businesspeople want to stay optimistic. Even in their darkest hours, they avoid sounding pessimistic — because pessimism doesn’t sell.
Yet trade data doesn’t support that optimism. The market isn’t picking up. Not yet. Wood products aren’t alone in this struggle — most industries are feeling blue, with bombs and weapons among the few exceptions.
Back home, people keep wondering why “better business” is still pending. The fiercest storm may have passed, but the phones are still quiet. We’re somewhat relieved that new U.S. tariffs are only 10%, or that Brazil’s antidumping duties dropped to low levels. Not heavy hits on their own — but there are too many of these small nails in the coffin. Orders are coming in slowly, just to keep the supply lines open.
Still, we smile and move forward. Business runs on shared expectations, doesn’t it? So let’s fake it until we make it. When we meet tomorrow, let’s say it again — “It’s about to take off!”
Eventually, it will.