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家居企业多路径“出海”寻增量
Bei Jing Shang Bao·2025-08-28 17:24

Core Insights - The article highlights the growth of overseas revenue for several Chinese home furnishing companies, indicating a shift towards international markets as domestic growth slows down [1][2][4]. Group 1: Overseas Revenue Growth - Companies such as Gujia Home, Sophia, and Mosi have reported significant increases in overseas revenue, with Gujia Home achieving 4.258 billion yuan, a 9.55% increase year-on-year [2]. - Mosi's overseas revenue surged by 73.97% despite an overall revenue decline of 5.76% [2]. - The growth in overseas markets is attributed to global supply-demand mismatches and the rising middle class in Southeast Asia, alongside the competitive advantages of Chinese companies in cost efficiency and supply chain integrity [2][4]. Group 2: Market Saturation and Strategic Shifts - The domestic home furnishing market is becoming saturated, with growth rates slowing down, prompting companies to seek new opportunities abroad [4][5]. - The retail scale of the Chinese home furnishing industry is projected to grow at a slower pace, indicating a shift from incremental competition to stock competition [4]. - Companies are increasingly viewing international expansion not just as a response to domestic pressures but as a long-term strategic initiative [4][5]. Group 3: Challenges in International Expansion - Chinese home furnishing brands face challenges such as low consumer recognition, high logistics costs, and inadequate localization services in overseas markets [1][6]. - The transition from "invisible OEM" to "brand export" requires a comprehensive approach involving brand positioning, product adaptation, and local market strategies [5][6]. - Cultural differences and channel barriers are significant hurdles that need to be addressed for successful international operations [7]. Group 4: Recommendations for Success - Companies are advised to prioritize cash flow management and establish budgetary limits for overseas investments to ensure stability [7]. - A phased approach to market entry, utilizing local teams and digital channels, is recommended to navigate cultural differences and optimize market strategies [7]. - Emphasizing localized design and leveraging digital supply chains can provide competitive advantages in international markets [7].