In 2013, the home furnishings industry experienced a period of deep transformation. Companies accelerated their restructuring, product development cycles shortened, weaker firms were weeded out, and traditional companies faced the need for innovation. Sales in second- and third-tier cities as well as emerging markets outperformed those in first-tier cities. Overall, 2013 was a better year than 2012 across all aspects. But what changes and developments could be expected in 2014?
**Custom furniture is set to explode**
According to data from authoritative sources, the domestic furniture market exceeded 1 trillion RMB in 2013, making it the largest in the world. Although custom furniture accounted for only 10% of the total market, its size—around 100 billion RMB—was already showing strong potential as a new growth area.
Currently, the main form of customization is "whole-house design," also known as the "big home" concept. Beyond traditional products, manufacturers have expanded into cabinets, custom cloakrooms, storage units, and soft furnishings. Building material suppliers are also pushing the idea of full-house customization, offering more than just doors, cabinets, and wardrobes. They're integrating furniture concepts more deeply, especially in solid wood customization.
Customization meets the unique spatial needs and personal preferences of users, becoming a symbol of distinction due to its tailored fit. In the past, many thought only the wealthy could afford such personalized options. However, with the rise of the 80s generation entering the home decoration scene, individuality has become a top priority. Custom furniture is now a favorite among young people who value quality and style, with price sensitivity and a focus on design being key characteristics.
While some companies use "terminal forward" strategies or "cross-industry alliances" to boost sales, customization is now a major trend aligned with global trends. The growing scale of customized soft décor in Shenzhen’s Bao’an North Road area supports this shift. However, there are still debates around customization. Some argue that it doesn’t suit mass production, and there may be challenges in ensuring reliable quality from big brands. Others believe that increased standardization and branding can overcome these issues.
For ordinary companies, the path to customization is not easy. They need to invest in specialized teams for design, measurement, and consultation, or expand their offerings to include custom projects. The strength of these teams ultimately determines the success of custom furniture businesses.
**Furniture companies are aggressively expanding into e-commerce**
A few years ago, "furniture e-commerce" was still in the discussion phase. However, in recent years, it has seen rapid growth. Major furniture brands like Huaxuan engaged in fierce competition in the e-commerce space. Despite ongoing challenges, the increase in investment is helping to solve many of these issues. Many companies are now building their e-commerce presence, including Shenzhen Huasen, Haosen, Yixing, Fuxinglong, and Carson.
It's too early to say whether e-commerce is a catalyst or a threat for the furniture industry. After "Double Eleven," some data showed high return rates for top online brands, reaching up to 8.24%. This indicates a "false boom" in furniture e-commerce. Experts from the Furniture Industry Association note that home goods are special commodities with specific distribution and installation needs. Compared to traditional stores, e-commerce must effectively connect with logistics and coordinate with local dealers for installation. E-commerce isn't just about selling products—it's also about delivering service. The integration of online and offline services remains a key area for further development. It's clear that for furniture to thrive on e-commerce platforms, the O2O model must be perfected.
**Chinese and Western styles merge**
With the limitation of wood resources, furniture made from a combination of panels will return to the mainstream. International furniture design trends are also beginning to emphasize the return of Chinese elements. More Chinese furniture brands are incorporating local design elements into their new products. As we see, the process of Europeanizing Chinese furniture and vice versa will eventually lead to furniture with national characteristics that resonate with our lives and have a greater impact on the global market.
At the same time, Chinese consumers spend 5 billion euros annually buying foreign furniture. The pursuit of Western lifestyles benefits brands like IKEA and classic British furniture companies such as STVILLA Setvina. On the market, villa and house decorations are mostly European or American. French furniture, with its romantic and courtly charm, appeals to discerning customers through exquisite craftsmanship. Brands like Proda, Overat, Centennial Dihao, Ronghualong, and Villa Park have performed well in this segment.
However, the fusion of Chinese and Western styles is not simply a superficial mix. This integration must align with current cultural values. Many East-West combinations may not find a market, resulting in unbalanced designs that lack authenticity. It is expected that this process will be short-lived. In the future, the furniture industry will take on a more diverse shape, with richer product meanings, stronger brand concentration, more pronounced regional features, faster export growth, and a marked acceleration in internationalization.
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