家居出海记

Core Insights - The home furnishing industry is entering a strategic deepening phase in 2025, expanding beyond traditional reliance on Western markets to emerging markets in Southeast Asia, Latin America, and Africa, while transitioning from "OEM export" to "brand export" [1][2] Group 1: Global Expansion Strategies - Leading companies are accelerating their global layouts, with significant investments in overseas production facilities, such as Kuka Home's planned investment of 1.124 billion yuan in Indonesia and the establishment of a factory in Mexico by Aili Home [1][2] - Southeast Asia is becoming a core hub for home furnishing companies due to its geographical advantages and potential for consumer upgrades, with Kuka Home focusing on the North American electric sofa market through its new factories in Vietnam and Indonesia [2][3] - Companies like Jiangxin Home are investing in Cambodia to establish smart furniture production bases, aiming to enhance product sales and overall competitiveness in overseas markets [2] Group 2: Performance and Market Dynamics - The overseas revenue growth is significantly contributing to the performance of several companies, with Mengtai achieving 1.515 billion yuan in sales from overseas stores in the first three quarters of 2025, a 2.09% increase year-on-year [4] - Other companies, such as Zhibang Home and Mosi, reported substantial growth in overseas revenues, with increases of 65% and 73.97% respectively, indicating a strong market response to their international strategies [4] - The growth in overseas markets is attributed to the effective localization of operations and the ability to meet the rising demand from emerging middle-class consumers [5] Group 3: Challenges and Adaptations - Despite the growth opportunities, Chinese home furnishing companies face challenges in establishing brand recognition globally, transitioning from a cost-based OEM model to a brand-centric approach [6][7] - Compliance with international regulations poses significant barriers, with companies needing to navigate various standards in markets like the US and EU, as highlighted by recent product recalls due to non-compliance [6] - Cultural differences and brand perception issues also hinder the expansion efforts, necessitating a dual approach of localized teams and digital channels to effectively engage with international consumers [7]