Solid wood furniture is currently in high demand, with just a few statistics highlighting the size of this market. According to the "2014 China Living Room Culture White Paper" jointly released by Home and Zero Information, 89% of users rely on materials to judge the quality of furniture due to the low reputation of many home brands. Additionally, 71% of respondents believe that solid wood furniture offers better quality compared to panel furniture.
However, despite the huge potential in the market, it's not easy for everyone to take a share of the pie. Although many companies previously focused on panel furniture have started shifting towards the "solid wood army," and solid wood brands now dominate many home stores, only a few enterprises truly stand out. Many companies seem more interested in capitalizing on the trend rather than delivering real value to consumers.
The solid wood furniture market is often described as "fire instead of fire"—hot on the surface but lacking depth. While solid wood has become a top choice for many when renovating their homes, not all brands can capture consumer attention. During a visit to JSWB, it was observed that although many products carry the "solid wood" label, only a small number of customers leave satisfied. Ms. Li from Yuexiu District mentioned that she doesn’t understand wood or furniture well, and even after shopping for several days, she felt the solid wood furniture was too humid. Many small brands claim to be "pure solid wood," but how can one tell the difference? She prefers to go for established brands, which makes it hard for her to choose the right furniture.
Mr. Wang, born in the 1980s, said he had long wanted to renovate his house in a simple style and use solid wood furniture for the living room and bedroom. However, most solid wood products on the market were designed in a way that felt overly traditional and unappealing.
A sales guide at a solid wood brand in Mahui Home noted that today’s buyers are more rational than ever. In the past, people might have simply ordered based on the "solid wood" attribute, but now they pay more attention to material quality, design, and after-sales service. They also have higher expectations for brand recognition, and with more solid wood options available, selling a set of furniture has become much harder than it was two years ago.
Industry insiders agree that while the solid wood furniture market is currently very hot, the intense competition stems from too many companies entering the space. The lack of product differentiation and weak brand awareness contribute to the confusion among consumers, making "fire but not fire" a common phenomenon.
So, how can one truly stand out in such a competitive industry? Many industry players believe that having a strong product is key. As one expert put it, no matter how good your marketing or store location is, the most important thing is whether your product can attract consumers. Your product must meet user needs in terms of material, design, and market demand.
One excellent example is Bossen Furniture. As a major brand event in 2014, the Persian Furniture Fashion Classic American Series—Pan American International—introduced a new style of Chinese-American classic home decor. On one hand, it reflects the company's strategic shift toward dual-brand operations. On the other hand, it responds to the growing demand for high-quality international furniture in the Chinese market, reinterpreting classic American styles and bringing the elegance of American art into everyday life.
According to the staff at Persian Furniture, the Pan American International series is tailored for Chinese apartment layouts. It recreates the historical essence of classic American style through careful material selection, precise proportions, and a soft yet modern feel. Features like Queen Anne-style armrests, wingback sofa backs, and Zibin Taier-inspired openwork designs are incorporated, respecting tradition while adding contemporary touches. The result is a more streamlined and stylish look that brings both history and sophistication into the home.
With such innovation, Persian Furniture is expected to once again shake up the entire industry.
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