魏建国：以东方居韵，铸全球新篇—中国家居出海挑战与布局

Core Insights - The Chinese home furnishing industry is transitioning from being a "manufacturer" in the global supply chain to a "definer" and "leader" at the top of the value chain, facing significant challenges such as trade protectionism, rising costs, intensified competition, and lack of brand awareness [3][4]. Group 1: Breakthrough Battle - The "breakthrough battle" has commenced, emphasizing the necessity for a green revolution in the industry [4]. - China has become the world's largest furniture producer and exporter, with over 10.43 million home furnishing enterprises nationwide, and Guangdong alone has 1.045 million, contributing to 40% of the national output [4]. - In 2024, China's home furnishing and accessories export value is projected to reach 483 billion RMB, a 7% year-on-year increase, while the global home furnishing market value exceeded 500 billion USD in 2023, with China's furniture production accounting for over 35% of the global total [4]. Group 2: Environmental Compliance - The industry must confront increasingly stringent environmental regulations from Europe and the U.S., including the EU's Carbon Border Adjustment Mechanism (CBAM) and anti-dumping investigations [5]. - Chinese home furnishing enterprises are shifting towards using natural materials and increasing investments in environmentally friendly and biodegradable materials, transforming compliance into a core competitive advantage [5]. - In 2024, there were no incidents of Chinese home furnishings being returned due to non-compliance with global standards, establishing a benchmark for sustainable home furnishing [5]. Group 3: Brand Strategy - Chinese home furnishing companies are moving away from a "one-size-fits-all" approach, focusing on niche markets such as smart home products, health sleep solutions, outdoor leisure, and designer brands [6]. - By leveraging clear strategies and precise positioning, companies are building unique brand images and narratives, utilizing social media and collaborations with KOLs and KOCs for effective content marketing [6]. - There is a concerted effort to promote traditional Chinese furniture and craftsmanship, creating integrated online and offline brand communities to cultivate loyal customer bases in Western markets [6]. Group 4: Digital Transformation - Digitalization is being positioned as a core strategy across the entire value chain of design, manufacturing, and marketing services in the home furnishing industry [7]. - The industry boasts the most complete supply chain cluster globally, with a large pool of engineers and craftsmen, aiming to become the definers of global home furnishing consumption trends [7]. - The goal is to cultivate 5-10 globally influential home furnishing brands within the next five years, increasing the market share in the mid to high-end segments to over 35% and steadily raising the share of global home furnishing trade to over 40% [7].