2025年，家居行业出海迈入战略深耕阶段。家居行业突破传统欧美市场依赖，在东南亚、拉美、非洲等 新兴市场开辟增长新曲线。同时，企业加速从"代工出海"向"品牌出海"转型。北京商报记者了解到，头 部企业全球化布局持续提速。5月，爱丽家居墨西哥工厂正式投产；9月，顾家家居拟投资11.24亿元， 在印度尼西亚建设顾家家居海外生产基地；11月，东方雨虹全资子公司拟以自有资金合计出资约1.44亿 元收购巴西Novakem公司60%股权；同月，中源家居拟出资1600万美元投资建设越南生产基地项目。 业内人士表示，2025年是家居出海从规模扩张向质量提升的关键一年。新兴市场的深度开拓与品牌化转 型，让中国家居从供应链优势转向价值优势。未来，唯有以技术创新为内核、以本地化运营为支撑，才 能在全球市场竞争中构建长期壁垒。 海外多元布局 2025年，国内家居企业出海进入多区域、全链条布局的密集推进期。从东南亚的深度渗透到拉美的全新 突破，从生产基地的本土化落地到品牌门店的全球化铺开，头部企业以多元化布局推动家居企业全球化 发展。 东南亚凭借地缘优势和消费升级潜力，成为家居企业出海的核心枢纽。2025年，顾家家居在东南亚双线 布局。 ...

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]

Core Viewpoint - The transition of Chinese home furnishing companies from simple product sales abroad to strategic brand operations is highlighted, indicating a shift from opportunistic exploration to strategic deepening in international markets [1][2]. Group 1: Industry Trends - The home furnishing industry is experiencing a transformation where companies are increasingly viewing overseas markets as a second growth curve rather than just a supplement to domestic business [1]. - The Shanghai Home Expo is creating a comprehensive support system for brands going abroad, utilizing social media platforms like Facebook and TikTok to help Chinese companies integrate into the international home furnishing ecosystem [2]. - Companies are moving from "light asset attempts" to "heavy asset investments" in their overseas operations, focusing on localized operations and global supply chains [2]. Group 2: Company Developments - Jinpai Home has established wholly-owned subsidiaries in the US, Canada, Australia, Singapore, and Thailand; Zhibang Home has expanded its overseas business to 41 countries with 36 stores; Oppein Home has a sales network in 146 countries; and Kuka Home plans to open 15 new stores by mid-2025 [3]. - The home furnishing market is seeing significant growth in overseas revenue, with companies like Kuka Home achieving 4.258 billion yuan in overseas revenue, a 9.55% increase year-on-year [8]. Group 3: Market Dynamics - The domestic home furnishing market is becoming saturated, with growth rates slowing down, prompting companies to seek new opportunities abroad [7]. - The global furniture market is projected to reach $800 billion by 2025, with a compound annual growth rate of 9% for online furniture sales from 2021 to 2025 [12]. Group 4: Challenges - Chinese home furnishing companies face challenges such as increasing compliance barriers in overseas markets, including various safety and environmental regulations [10][11]. - Low brand recognition in international markets remains a long-term challenge, necessitating a shift from mere product sales to building brand value and awareness [11].

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].