With the evolution of the global economy and ongoing adjustments in domestic and international economic policies, the cost advantage that Chinese furniture has long enjoyed in the international market has been gradually diminishing. This has significantly increased the operational pressure on Chinese furniture export companies. The phrase “exporting is getting harder†has become a common expression among many furniture exporters, reflecting the challenges they now face.
At the same time, China’s steady GDP growth over the years has led to expanding market demand and rising consumption levels, making the domestic market more attractive for export-oriented enterprises. However, factors such as anti-dumping measures, export restrictions, and the appreciation of the RMB have made it increasingly difficult for these companies to sustain their overseas operations. Additionally, the slowdown in the U.S. economy, reduced consumer spending in Europe and the U.S., and shrinking market capacity have further complicated the export landscape.
As a result, an increasing number of Chinese furniture companies are shifting their focus from foreign markets to the domestic one. In response to this trend, "Focus on Furniture and Furniture" — a collaboration between Focus Net Furniture Channel and Dongguan's "Famous Furniture Newspaper" — conducted interviews with several domestic furniture companies that have transitioned from exporting to selling within China. The discussions covered the current state of both domestic and international markets, the challenges faced, and the strategies being implemented by these companies for domestic channel development and brand building.
Mr. Chen Zhengyu, Executive Director of Fubang Green Furniture, shared insights into the company’s experience in both the export and domestic markets. He noted that while the subprime mortgage crisis last year had a significant impact, the company managed to adapt by adjusting its production lines and gradually increasing prices. Despite initial difficulties in raising prices, the company has seen improved performance this year, with larger orders coming in from key U.S. clients.
Regarding the domestic market, Mr. Chen explained that Fubang Green was established three years ago as a subsidiary focused solely on the domestic market. While the company continues to engage in exports, it now emphasizes a dual strategy, balancing both markets. He also pointed out that rising domestic production costs, including wages and insurance, are making exports less predictable, prompting the need for new growth opportunities.
He believes that American-style furniture is gaining popularity in China, driven by cultural influences from TV shows, movies, and media. This trend presents a favorable opportunity for companies like Fubang Green, which specializes in American-style designs. Mr. Chen also mentioned the importance of branding, partnerships, and franchise models in expanding the domestic presence.
Looking ahead, the company aims to open 20 stores this year and expand to 40 or 50 next year. It also plans to integrate its channels and build strong brand recognition. As the domestic furniture market evolves, Mr. Chen sees potential for further growth, especially with the possibility of future collaborations with U.S. investors and even going public in the U.S. market. Overall, he remains optimistic about the future of the furniture industry in China.
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