In today's market, many consumers tend to favor imported products or those made with imported materials, even though domestic alternatives are often equally good. This preference has led to a situation where foreign furniture is significantly more expensive than locally produced options. Despite this, the perception of "imported" quality still holds strong in the minds of many buyers.
To cater to this mindset, numerous manufacturers emphasize their "noble origins" by using imported materials such as leather, paint, and solid wood. Store staff frequently highlight these features during product demonstrations, reinforcing the idea that imported components mean better quality. However, the reality is that many of these so-called imported products are actually manufactured in China, just like how some luxury cars are assembled here but sold at a premium.
When it comes to wood, the differences between local and imported varieties are often minimal. Climate and geography influence the characteristics of different woods, but that doesn't necessarily make imported wood superior. In fact, blindly favoring imported goods has become a common misconception among mid-range consumers.
Domestic paint and chemical companies have made significant technological advancements, with some even surpassing foreign competitors in terms of product quality and market share. The main difference lies in brand recognition, which takes time to build. Nevertheless, domestic products offer better value for money, giving them a clear competitive edge.
Raw material suppliers are increasingly stepping into the spotlight, playing a more active role in the furniture industry through various initiatives. For instance, EGGER, a well-known manufacturer, has formed an alliance with several top floor, furniture, and cabinet brands, aiming to promote the use of high-quality sheet materials in furniture production.
At major furniture exhibitions across China, raw material exhibitors are gaining more attention. Their booths are now comparable in scale and design to those of furniture manufacturers, drawing considerable interest from visitors. Organizers have also started dedicating specific areas to raw materials, hosting forums and events led by suppliers.
With the government pushing for the transformation and upgrading of traditional manufacturing, more raw material providers are focusing on brand communication. Their enthusiasm for exhibitions and online promotions has never been higher, as they showcase new materials and technologies through e-commerce platforms. This not only enhances their brand image but also signals a shift from being behind-the-scenes players to key contributors in the industry.
Some large distributors, after long-term partnerships with international premium suppliers, have recognized the power of branding. They’ve seen how a strong brand can elevate product value and drive business growth, further motivating them to invest in brand development.
Looking ahead, the furniture industry and its upstream suppliers, including hardware and accessories, must undergo comprehensive upgrades. Through resource integration and innovative e-commerce models, the industry is poised for sustainable growth. Only by speaking with a unified and powerful voice can the furniture sector truly go global. (Editor: Peter)
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