Companies team up for wings in bird feeder market

Feiben employees work at a production facility in Jinhua, Zhejiang province. (Photo/China Daily)

Through collaboration, two companies are not only thriving individually, but also reshaping the landscape of a specialized industry.

In Zhejiang province, two industry leaders — Jinhua Feiben Metalware Co and Zhejiang Unihome Technology Co — have joined forces to revolutionize the bird feeder market.

Lyu Wei, the founder of Feiben, began his journey in 2007 after retiring from the military. What started as an experimental venture in crafting metal bird feeders quickly evolved into a thriving business. Meanwhile, Chen Wei, after leaving a prominent internet company in 2011, founded Unihome to focus on wooden birdhouses, bug hotels and bird feeders.

Despite their different materials and approaches, the two companies — leaders in a field with few competitors in China — entered same global markets.

Before 2019, despite operating in the same market, the two companies were only vaguely aware of each other's existence through customer interactions and trade shows, yet had no direct contact.

Their paths converged in 2019 when Chen, through a mutual acquaintance, reached out to Lyu with an unusual offer: a client from the United States in search of metal bird feeders. This act of goodwill laid the groundwork for a relationship that would transcend traditional business rivalry.

Lyu's initial reaction to Chen's outreach was cautious. Sharing clients is rarely seen in any industry, let alone one as niche as bird feeders. "I was worried he might take back the business midway, or let me handle an order to learn our technology, then produce the products himself. I was defensive," Lyu said.

However, Chen's consistent generosity in sharing client resources gradually dissolved these doubts.

Recognizing their complementary strengths, the two companies began exploring opportunities to collaborate. "He specializes in wood, and I specialize in metal," Lyu said. "Many of his production techniques can enhance our welding processes, and vice versa." Engineers from both sides began exchanging expertise, paving the way for groundbreaking innovations.

One of their earliest joint ventures was the development of hybrid bird feeders combining wood and metal. Unihome's expertise in mortise and tenon structures inspired Feiben's manufacturing techniques, while Feiben's patented metalwork added durability and functionality to Unihome's designs. Their first co-developed product, a squirrel-proof smart bird feeder, became a hit after its launch in June 2023, selling nearly 5,000 units per month.

The collaboration didn't stop there. To date, the companies have co-developed 15 products, including innovative cake bird feeders and smart feeder racks.

The partnership's success has not gone unnoticed. In August, the China National Light Industry Council recognized their joint project on research and industrialization of wood surface thermal treatment and anti-corrosion methods as a scientific advancement.

With no existing industry standards for bird feeders, the duo is now preparing to propose a national standard, setting benchmarks for quality and innovation.

The economic impact of this collaboration has been profound. Since 2019, Feiben's annual sales have grown from 50 million yuan to 60 million yuan ($6.85 million to $8.22 million) to over 100 million yuan, with Unihome displaying similar growth. Both companies now dominate key international markets.

The companies also frequently exchange information on suppliers and clients, optimizing resource sharing. Feiben's bird feeders primarily serve the United Kingdom and the US, each accounting for about 50 percent of its market.

"As peers, we sometimes share insights about overseas clients, reminding each other about unreliable ones," Lyu said. "By avoiding internal competition, we've created a better environment for growth."

Their unity has extended beyond the boardroom. In May, they jointly attended the National Hardware Show in Las Vegas and shared adjacent booths at the China Import and Export Fair, showcasing each other's products.

As overseas markets present challenges such as rising tariffs, Feiben and Unihome remain committed to innovation. Leveraging Zhejiang's robust industrial chain, the two companies aim to expand their product lines and venture into larger overseas markets. With a shared vision and a proven track record, their partnership exemplifies how collaboration can drive success and redefine an industry.