中国家具家居出海行业：开拓国际家居新蓝海

Key Points Industry Overview 1. Home Furnishing Market Growth: The Chinese home furnishing market reached 130.3 billion yuan from January to October 2024, growing by 1.9%. The sales of home furnishing products accounted for the largest share in 2022, with living room furniture sales accounting for 29% of the total. [1] 2. Furniture Manufacturing Revenue: The revenue of large-scale furniture manufacturing enterprises reached 535.52 billion yuan from January to October 2024, growing by 1.6%. However, the operating situation of furniture manufacturing enterprises in China showed a trend of rising first and then falling, mainly due to the fluctuation in the real estate market and the slowdown in economic growth. [1] 3. Real Estate Market Impact: The decline in residential investment and construction area has had a significant negative impact on the furniture industry. The decline in new house construction and renovation demand has led to a sharp decrease in furniture sales. [3] Market Dynamics 4. Domestic and International Market Shift: Companies that previously relied on foreign sales are now shifting to domestic markets to increase competitiveness. Domestic competition may put more pressure on leading companies, while industry integration accelerates resource allocation and short-term competition. [2] 5. Business Model Transformation: The future development trend of Chinese furniture companies includes four major aspects: from standardized production to personalized production, from offline to online integration, from simple sales to service-oriented sales, and from domestic to international expansion. [5] Export and Global Market 6. Export Growth: The export value of Chinese furniture and lighting products has shown a growing trend, with a significant recovery after the decline in 2022. The demand for Chinese furniture in major overseas markets is increasing, driven by differentiated products such as full-house customization and smart furniture solutions. [8] 7. Cross-border E-commerce: Chinese furniture companies are actively expanding their overseas markets through cross-border e-commerce platforms such as Amazon, eBay, and Alibaba. They are also exploring new channels and brands, such as TikTok and T5. [6] 8. Global Furniture Market: The global furniture market is divided into online and offline channels. Online channels have experienced rapid growth due to improved logistics, warehousing, and payment solutions. The US and Europe are the main sales regions, accounting for 23% and 26.4% of the market respectively. [10] Company Performance 9. Overseas Business Growth: The annual compound growth rate of overseas business revenue for listed companies has reached 13.7%, exceeding the growth rate of main business revenue. This indicates that the overseas market has become a major driving force for company growth, especially in the context of domestic demand weakness and real estate market adjustment. [12]