中国家居出海新动向：深耕北美，慎探新兴，工贸一体破局在即

Core Insights - The Chinese home furnishing industry is transitioning from an "opportunistic exploration" phase to a "strategic deepening" era, with the global furniture retail market expected to approach $800 billion by 2025, growing at an annual rate of over 12% [1] - Chinese home furnishing companies face challenges such as fluctuating trade conditions, intensified competition, rising shipping costs, and increased raw material prices, making traditional price-driven competition unsustainable [1] Market Focus - North America remains the primary target for Chinese home furnishing companies due to its large market size and stable consumer demand, although companies are also exploring emerging markets with a cautious approach [1][2] - Companies like Denolin Industry emphasize the importance of product category adaptability when entering new markets, suggesting thorough market research and risk assessment to avoid blind investments [1] Strategic Approaches - Founders of Hangzhou Linsheng Home Furnishing and Wanbao Technology focus on meeting North American market demands from the design stage, emphasizing internal core capabilities and product quality for long-term growth [2] - The U.S. market is particularly attractive due to its significant traffic on platforms like Amazon, making it a preferred destination for cross-border sellers [4] Emerging Market Strategies - New markets are seen as exploration opportunities, but companies must maintain a cautious attitude, aligning product categories with market demands for differentiated entry [4] - Wanbao Technology has been active in the Middle East for two years, discovering that while sofa products perform poorly, office soft goods show potential, leading to plans for expanding other categories and entering the Mexican market [4] Integration and Branding - In a competitive global environment, integrating trade and manufacturing along with brand building is crucial for enhancing resilience and overcoming growth bottlenecks [5] - Wanbao Technology is transitioning from manufacturing to trade, focusing on independent research and development to extend product lifecycles and enhance market competitiveness [5] - Companies face challenges in shifting from "selling products" to "building brands," with an emphasis on extending product lifecycles and improving product value through quality production [5]