2025家居年度盘点｜产品加码全球布局 企业深耕品牌化出海新路径

Core Insights - The home furnishing industry is entering a new phase of strategic deepening in overseas markets by 2025, moving beyond reliance on traditional markets in Europe and the U.S. to explore emerging markets in Southeast Asia, Latin America, and Africa [1][4] - Companies are accelerating their transition from "OEM export" to "brand export," with leading firms speeding up their global expansion [1][6] Group 1: Market Expansion and Investment - In November, Dongfang Yuhong's subsidiary plans to invest approximately 144 million RMB to acquire 60% of Brazil's Novakem [1] - In the same month, Zhongyuan Home plans to invest 16 million USD in a production base in Vietnam [1] - In September, Kuka Home intends to invest 1.124 billion RMB to establish an overseas production base in Indonesia [1] - Aili Home's factory in Mexico officially commenced production in May [1] Group 2: Strategic Focus and Localized Operations - 2025 is seen as a critical year for the home furnishing industry to shift from scale expansion to quality enhancement, emphasizing technological innovation and localized operations as key to building long-term competitive advantages [4][5] - Southeast Asia is identified as a core hub for home furnishing companies due to its geographical advantages and potential for consumer upgrades [5] - Kuka Home's dual-line strategy in Southeast Asia aims to enhance market penetration, with a focus on the North American electric sofa market [5] Group 3: Performance Metrics and Growth - Companies like Dream Lily reported overseas sales of 1.515 billion RMB in the first three quarters of 2025, a year-on-year increase of 2.09%, while online overseas sales surged by 76.36% to 1.664 billion RMB [6] - Zhigang Home achieved overseas revenue of 217 million RMB, reflecting a 65% year-on-year growth [6] - Other companies, including Mousse and Jianlang Hardware, also reported significant increases in overseas revenue, with growth rates ranging from 25.99% to 73.97% [6] Group 4: Challenges and Compliance - Despite the growth opportunities, Chinese home furnishing companies face challenges in establishing brand recognition in global markets, particularly due to compliance barriers in the U.S. and Europe [9][10] - The industry is transitioning from being "behind-the-scenes manufacturers" to "frontline brand owners," necessitating a shift in strategy and operations [9] - Compliance with various regulations, such as the U.S. STURDY Act and EU REACH regulations, poses significant challenges for companies aiming to penetrate these markets [9][10] Group 5: Localization and Digital Innovation - Companies are adopting localized strategies, such as "one country, one policy," to tailor products and channel models to different markets [8] - The emphasis is on building local teams and utilizing digital channels to navigate cultural differences and enhance market integration [10] - A focus on localized design and digital supply chains is seen as essential for creating competitive advantages in international markets [10]