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].