Hello everyone, I'm your financial observer. Today, we're going to talk about a very interesting and even somewhat counterintuitive phenomenon: the high-end massage chairs from “American brands” that you buy at a high price in the United States likely have components such as “hearts” and “skeletons” made in Fu'an, Fujian, China.
It's like buying a Hermes bag in Paris only to find that the leather and stitching are from top Chinese workshops. Today's news aims to揭 the curtain on this “American shell, Chinese core” phenomenon and explain in plain language how Chinese massage chairs have gradually made their way into American homes. What's the business logic behind this?
Summary of the Key Points
In short, this article reveals a phenomenon of “invisible champions” in the global manufacturing industry: China (especially Fu'an, Fujian) now controls 95% of the global massage chair production capacity.
Although brands like Osaki, Human Touch, and Infinity appear to be American-made, the majority of their products are actually “private-label” or “contracted” items, with the manufacturing processes taking place in China. Meanwhile, Chinese brands like Cozzia are transitioning from simply providing labor to building their own brands, aiming to capture a share of the higher-profit end of the market. China has already won in terms of manufacturing, but the battle for brand recognition is just beginning.
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In-Depth Analysis: Five Dimensions of Chinese Massage Chairs' Journey to the U.S.
1. “Fake Foreign Brands”? No, They’re Really Just Contract Manufacturers: The Chinese Factories Behind the Big Names
Many American consumers think they buy Osaki or Human Touch because they’re American brands with advanced technology. However, a crucial detail mentioned in the article is quite revealing: These brands often share the same Chinese factories.
- Analysis:
- Leading American brands like Osaki, Human Touch, Daiwa, and Infinity have many of their models produced by the same Chinese factory.
- For example, the flagship model of Human Touch is manufactured by Xiamen’s DaiRuisi, while another popular model is produced by Rotai Health.
- Even Luraco, which claims to be “made in the U.S.” has non-core components like frames and leather produced in China, with only the core mechanisms assembled in the U.S.
- In plain language:
It’s like buying different phones and finding that the screens and chips all come from Samsung. In the U.S. massage chair market, the “brand” is just a marketing label; the real productivity lies in China. American brands handle marketing, distribution, and setting high prices, while Chinese factories produce the products. Under this model, American brands earn “brand premiums” and “channel profits,” while Chinese factories get the “processing fees.”
2. Fu’an, Fujian: The Global Heart of Massage Chairs
The article repeatedly mentions Fu’an, Fujian. How impressive is this place?
- Statistical Facts:
- Fu’an, a county-level city, accounts for 70% of China’s massage chair production.
- 67.2% of massage chairs shipped on domestic e-commerce platforms come from Fu’an.
- By 2025, the total output value of Fu’an’s massage chair industry will reach 24 billion yuan.
- 95% of global massage chairs are produced in China, with Fu’an being the absolute hub.
- Why Fu’an?
- Historical Background: Since the 1980s, Fu’an has been known as the “massage chair training ground,” producing a large number of skilled workers.
- Industrial Cluster Effect: There are 360 related companies clustered here, forming a complete industrial chain. If you need to make a chair, you can have the materials delivered to your factory the next day with just a phone call. This “half-hour supply chain” efficiency is hard to replicate elsewhere.
- In plain language:
Fu’an is to massage chairs what Shenzhen is to smartphones, and Yiwu is to small goods. It’s not just a production base but a “global central kitchen” for massage chairs. Whether you buy a chair in the U.S., Europe, or Japan, it’s very likely that a screw from a Fu’an factory was used in its construction. This level of industrial clustering gives Chinese factories a significant advantage in cost control and quality stability.
3. From “Laborers” to “Partners”: The Upgrade Path of Chinese Enterprises
Chinese massage chair companies didn’t always content themselves with being just manufacturers. Take Cozzia as an example:
- Stage 1: Pure Contract Manufacturing (OEM/ODM):
- In the late 1990s, Zou Jianhan and others started manufacturing for foreign brands. At that time, Chinese factories only did the production; the brands, designs, and sales were handled by others. Profits were low, and Chinese factories had little say.
- Stage 2: Expanding Overseas (Acquisitions/Partnerships):
- In 2014, Cozzia acquired the Malaysian high-end brand OGAWA and began to develop its own brand.
- They continued to contract for brands like HoMedics to maintain cash flow.
- Stage 3: Brand Independence and Premiumization:
- In 2007, Cozzia launched its own brand, Cozzia, designed specifically for the larger bodies of Europeans and Americans.
- In 2024, Cozzia launched the Quantum, a flagship model priced over $10,000, competing directly with and even surpassing some American brands, becoming one of the most expensive massage chairs in the North American market.
- Currently, Cozzia holds a 13% market share in North America, second only to the leading brands.
- In plain language:
It’s similar to how Nike started by contracting for manufacturing and then moved on to designing and building its own brand, leading to substantial profit growth. Chinese massage chair companies are going through this transformation. From “you provide the design, we produce it” to “we provide the design, we produce it, and we sell it to you.” Although Cozzia is strong, it still doesn’t have as much presence in mainstream American retail channels like Costco and large department stores as local brands. This shows that while China has won in manufacturing, brand recognition is still a challenge.
4. Tariffs and Trade Tensions: Resilience in the Face of Sino-U.S. Tensions
The article mentions the tariffs of 2025, which was a major test for Chinese export companies but also revealed the industry’s resilience:
- Impact:
- In early 2025, additional tariffs led to a decline in orders from American customers for companies like Rongtai Health, reducing their market revenue.
- Recovery:
- In May 2025, tariffs were significantly reduced, and orders quickly rebounded, reaching three to four times the previous level.
- In 2026, with tariffs becoming the norm, companies like Rongtai Health entered high-end channels like Costco, leading to renewed growth in the U.S. market.
- In plain language:
This shows how dependent the U.S. market is on Chinese massage chairs—consumers and retailers are accustomed to the high quality, cost-effectiveness, and fast delivery of Chinese products. Tariffs increased costs, but they didn’t cut off the supply chain. Instead, Chinese companies accelerated their overseas inventory buildup, optimized logistics, and even set up R&D centers (e.g., Cozzia in the U.S.) to better adapt to local markets.
5. The Ultimate Challenge: Breaking Through the Highest Profits
The article concludes by pointing out a harsh reality: The deep integration in manufacturing has been achieved, but the breakthrough in branding is just beginning.
- Current Situation:
- Chinese factories earn low profits due to processing fees and fierce competition.
- American brands earn high profits from brand premiums and channel monopolies, with strong consumer recognition.
- In American retail stores, you’ll see many Osaki and Human Touch products, while Chinese brands like Cozzia have a smaller presence.
- Future Directions:
- Brand Building: Like Cozzia, companies need to establish a strong brand through high-end products (e.g., models over $10,000) to move away from the “cheap contract manufacturer” label.
- Localization: Set up R&D teams in the U.S. to design products tailored to European and American body types and usage habits, rather than simply “Chinese design, American sales.”
- Channel Expansion: Enter mainstream high-end channels like Costco and Ashley to compete directly with local brands.
- In plain language:
It’s like the clothing industry. Chinese factories can produce clothes cheaper and more durable than French designers, but consumers still prefer French brands because they associate them with quality and prestige. The task for Chinese massage chair companies is to transform “Made in China” into “Designed in China, Brand of China,” making Cozzia more desirable and professional than Osaki.
Conclusion
This news shows that “Made in China” is no longer just a synonym for low-quality products. In the massage chair industry, China not only controls 95% of the production capacity but is also working to regain pricing power and influence through brand development.
For consumers, this means they can get the best massage chair technology at more reasonable prices. For Chinese entrepreneurs, the workshops in Fu’an are nurturing the next global consumer brand. This transformation from contract manufacturing to building brands is just entering its second half.