Chinese furniture companies are no longer unfamiliar with e-commerce, but most brands have now established their own online stores. This time, Lin's Wood Industry, which has managed to rank among the top ten in Alipay’s sales volume, not only promoted itself but also brought furniture e-commerce back into the spotlight. For the Chinese furniture industry, this is far from a cause for celebration—it has instead deepened the confusion for many furniture companies. Why is that?
The transparency of the internet is starting to challenge the traditional "dark box" operations that furniture businesses have long relied on. Things like overly flexible price discounts, vague material descriptions, and exaggerated marketing claims such as "factory direct sales" are becoming harder to hide. Unfortunately, most Chinese furniture companies aren't mentally prepared for this shift.
Additionally, the growing complexity of e-commerce platforms presents a major dilemma for furniture manufacturers. They must rethink and redesign products suitable for online sales, convince regional agents to assist with logistics and installation, and manage profit distribution. What’s even more challenging is building an entirely new e-commerce team—often made up of younger employees who can be difficult to manage, especially those born in the 80s or 90s.
Moreover, traditional furniture retailers are resisting the rise of platforms like Tmall and Taobao, forcing manufacturers to find a balance. The O2O model has faced strong opposition from big names like Red Star and actually. In recent years, many once-successful furniture e-commerce brands, such as Lin's Wood, Merlot, and Quanyou, have remained independent of these large hypermarkets. And with Red Star and actually planning their own independent e-commerce platforms, how will manufacturers respond in the future?
Despite these challenges, the e-commerce road ahead remains vast. Transparency is the trend, and e-commerce is just a catalyst. The younger generation is inevitable, and companies will eventually need to adapt their workforce. While physical stores may clash with online platforms, building your own e-commerce mall is a logical step. However, Tmall and Taobao will likely remain the top choices for furniture brands when it comes to choosing an e-commerce platform.
The competition in the furniture industry is entering a phase of rapid development. For companies that still neglect brand building, the crisis is not far off. It’s time to adapt or risk being left behind.
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