Today, I want to introduce you to a small county in China that might totally surprise you — Cao County. It’s actually a major production hub for coffins. 90% of Japan’s coffins are made here, and even European countries like Italy and Romania source coffins from this town. We’ve sourced funeral products like memory boxes and pet urns from here for our clients.
We were lucky to meet Lisa, a young sales working at a coffin factory in Cao County. Now, let’s take a look at this unique industry through her eyes.
What’s It Like in the Coffin Business?
Cao County is home to over 6,500 wood suppliers, and when it comes to local wood products, coffins are by far the most famous. Honestly, when I first heard about it, I knew nothing about the industry. But I’ll never forget my first visit to a factory. The owner walked me through the entire process of how a coffin is made.
A coffin goes through over 20 production steps. From cutting the raw wood, carving, assembling, to spraying paint and shipping out the final product. Different steps are done in different sections of the factory.
A lot of people ask me if it feels strange as a young woman in this industry. Sure, it’s a bit different, but it’s also interesting. You might not know this, but in the early days, there were some drivers who refused to transport coffins because they thought it was bad luck. But now, a coffin is just like any other product, and there’s a well-established export supply chain in place.
For the workers, this is what they do every day. Some even take leftover urns home and use them as storage boxes, giving it a more practical use.
Is Sourcing Coffins in Cao County “Profitable”?
I handle the European market, specifically Italy, so I’ve learned a lot about consumer preferences. They prefer hexagonal-shaped caskets, often decorated with religious and cultural carvings, like images of Jesus, Mary, and angels. Inside, the caskets typically have three main parts: a base, a pillow, and a cover.
Since cremation is becoming more common, the wood needs to be easy to burn. That’s why Paulownia wood is the best choice. It’s light, easy to process, resistant to moisture, and Cao County is China’s famous “Paulownia wood hometown”. So we have a local supply chain advantage.
We quote $90-150 per coffin, depending on the wood used. For example, paulownia is cheaper compared to pine. Our customers are mostly wholesalers and funeral homes in Europe, where the retail price of a single casket can range from €1,000 to €2,000. The 10x price difference is amazing.
Coffins are highly customized products. I start by finding out what clients want, like reference images, sizes, and carving patterns. Then, our factory creates a sample based on these requirements. Once the sample is approved, we move into mass production, usually producing over 100 units a day.
The MOQ is a 20 GP container, which holds around 60 caskets. We require a 30% deposit. It takes about 30 days to produce. Shipping from our nearest port, Qingdao, to Italy, which takes around 55 days by sea.
Coffins Have Their Own Peak & Off Season
When I first started this job, I was excited to dive in. I usually began by updating product info on Alibaba, then posted on our social media like Facebook and TikTok, reaching out to interested clients, following up on details, and grabbing any chance to close the deal.
I didn’t expect that after a whole year, I hadn’t sold a single coffin. My boss told me that was normal, but it was still frustrating for me. I even thought about switching jobs at that point.
The thing is, even though a coffin is a pretty niche product, it still follows a pattern with peak and off-seasons. July and August tend to be slower months, while from October to April, things pick up. During peak season, we can sell around 3,000 to 4,000 units a month.
Take the Italian market, for example. The number of coffins I sell is closely tied to the country’s aging population. Right now, Italy is the 2nd most aging country in the world, right after Japan. The colder winter months usually lead to higher mortality rates among the elderly, which in turn drives up demand for funerals.
Shipping costs can also affect orders. During the pandemic, a 40 GP container that used to cost about $1,800 shot up to over $7,000. And the value of the goods was only around $10,000.
Surprising First Coffin Order
My first clients were from Africa and reached out directly to our factory. After chatting with them, I found out they were introduced to us by a Chinese from Cao County who lives in Africa.
They spoke French, with some English, and were looking for an American-style Half Couch Casket, while our factory focused on European-style coffins.
I didn’t expect to close the deal since developing a new product takes time and cost. But after visiting our factory, they were very satisfied and immediately asked for a quote, said they were ready to sign the contract and pay in full. In the end, they ordered 90 caskets.
Looking back, I still find it unbelievable. That first order gave me the confidence to keep going.
Supplying an Italian Coffin Factory
I also had two Italian clients who left a strong impression on me. They saw one of my posts on Facebook, and after some communication online, they decided to fly to Cao County to visit our factory.
One owns a coffin factory in Romania, Eastern Europe’s largest wood industry hub. He told us that their local production couldn’t keep up, and the workers were too slow.
After showing them around, they were impressed by the speed and consistency of Chinese production. They ended up placing an order for both coffins and raw materials.
I still use English to communicate with clients. The younger clients I work with can handle basic English, but the older ones mostly speak Italian. So, I use a translation app. Over time, I figured out a way to improve accuracy: I translate Italian into English first, then into Chinese. It works pretty well.
What I See as a Supplier at Funeral Trade Shows
Every year, we go to Italy for the funeral industry trade show, but we don’t exhibit. Italy has protective policies, so we can only visit. Still, it’s a great chance to check out the latest trends in coffin designs and carving styles, which helps with our product development.
We also visit our long-term clients. But remember, our products are a bit unconventional! They often take us to coffin warehouses or funeral homes. It’s definitely a unique experience.
Last year, I went to the Asia Funeral & Cemetery Expo (AFE) in Hong Kong. The show had everything—from traditional coffins to digital services like online memorials and turning ashes into crystal jewelry.
What really caught my eye was a coffin factory from Hunan showing off a golden nanmu wood coffin. The craftsmanship was incredible, and it looked gorgeous, priced at millions.
Not long ago, I went to the Canton Fair. While there’s no specific section for the funeral industry, I still brought along some caskets and urns. Clearly, these “niche” products got a lot of attention.
It was fun to see people’s reactions. Some quickly walked away, while some European buyers were curious enough to open the coffin and look inside. One even joked about lying down to try it out.
There was also a client who asked if we could customize larger sizes, like a 4XL, just like clothing. Surprisingly, many people wanted to take photos of our coffins.
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