In 2013, the home furnishings industry was undergoing a deep transformation. Companies were accelerating their restructuring, product development cycles were speeding up, weaker firms were being weeded out, and traditional companies were pushing for innovation. Sales in second- and third-tier cities and emerging markets outperformed those in first-tier cities. Overall, 2013 proved to be better than 2012 across all areas. But what changes and developments can we expect in 2014?
**Custom furniture is set to explode**
According to data from authoritative organizations, the domestic furniture market exceeded 1 trillion yuan in 2013, making it the largest in the world. While custom furniture only accounted for about 10% of the total market, its value reached 100 billion yuan, signaling potential for growth. Currently, the main form of customization involves integrated home solutions, also known as the "whole-house" concept. Beyond standard products, manufacturers are expanding into cabinets, custom wardrobes, storage units, and soft decor. Building material suppliers are also promoting whole-house customization, offering more than just doors, cabinets, and wardrobes. This trend is particularly evident among solid wood customization brands.
Customization caters to individual spatial needs and personal preferences, becoming a symbol of exclusivity due to its tailored nature. Previously, many believed that only the wealthy could afford such options. However, this perception is changing. With more people from the 80s generation entering the housing market, personalized design has become a top priority. Younger consumers, who care about quality and style, are increasingly drawn to customized furniture, which emphasizes design and price sensitivity.
While some companies have successfully adopted "terminal forward" strategies and "cross-industry alliances," customization is now a major trend aligned with global trends. The growing scale of customized soft decoration in areas like Bao'an North Road in Shenzhen supports this shift. However, not everyone agrees—some argue that customization doesn't fit large-scale mechanized production, and there may be challenges in ensuring product reliability. Others believe that with increased standardization and branding, these issues can be resolved.
For ordinary companies, transitioning to customization requires investing in specialized teams, including design, measurement, and consultation. Strengthening team expertise and efficiency is crucial, as each company's success depends on the skill and effectiveness of its workforce.
**Furniture manufacturers are embracing e-commerce**
A few years ago, furniture e-commerce was still in the early stages of discussion. But in recent years, it has seen rapid growth. Major furniture brands engaged in fierce competition during the 2013 e-commerce boom. Despite ongoing challenges, increased investment is expected to resolve many of these issues. Many furniture companies are now expanding their online presence, with examples like Shenzhen Huasen, Haosen, Yixing, Fuxinglong, and Carson leading the way.
It's too early to say whether e-commerce will be a catalyst or a challenge for the furniture industry. After the "Double Eleven" shopping festival, some data showed high return rates for top online brands, reaching up to 8.24%. This suggests a "false boom." Experts note that furniture is a unique product requiring specific distribution and installation. E-commerce must integrate logistics and local dealer support for effective service. The future of furniture e-commerce likely lies in the integration of online and offline services, making O2O (Online to Offline) essential for growth.
**Chinese and Western styles blend**
With the limited availability of wood resources, furniture made from panel combinations is returning to the mainstream. International design trends are showing renewed interest in Chinese elements, with more Chinese brands incorporating local designs into their new products. As Chinese furniture becomes more Europeanized, and vice versa, items with national characteristics that suit everyday life are likely to make a greater impact globally.
Meanwhile, Chinese consumers spend around 5 billion euros annually on foreign furniture, driven by a desire for Western lifestyles. Brands like IKEA and British classics such as STVILLA Setvina have benefited. European-style furniture, especially French pieces, remains popular due to its romantic and courtly appeal, winning over discerning customers. Brands like Proda, Overat, Centennial Dihao, Ronghualong, and Villa Park have excelled in this space.
However, the fusion of Chinese and Western styles isn’t always seamless. True integration must align with current cultural values. Many hybrid designs may lack market appeal, resulting in superficial imitations. This process is expected to be short-lived. In the future, the furniture industry will see more diverse development, richer product meanings, stronger brand concentration, more pronounced regional characteristics, faster export growth, and a marked acceleration in international expansion.
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