Home Decor Market In China


China has been experiencing a rapid rise in the home décor industry, with the market size projected to reach $20.23 billion in 2023, and growing at a CAGR of 9.26% from 2023 to 2027. With urbanization and rising disposable incomes playing an essential role, the demand for customized furniture, premium decorations, and smart home technology integration is increasingly popular amongst Chinese consumers.

In this blog post, we will explore the key trends, player preferences, challenges, and strategies for success within China’s booming home décor market – so strap yourself in!

Overview of the Home Decor Market in China

According to Statista, the home decor market in China is currently gradually growing, with a revenue estimated at $20.23 billion in 2023, and expected to reach $28.83 billion by 2027. This tremendous expansion can be attributed to various factors such as urbanization, rising disposable income, and an increasing demand for customized furniture and premium decorations among Chinese consumers.

What is important to mention is that the market didn’t slow down in 2020 or 2021 like many other sectors. In fact, many people started buying new home decor accessories while being locked at home.

Interior design trends have become increasingly important within the world of household goods, wall décor, home renovation projects; lighting fixtures; textiles, and bedding; along with other aspects of home improvement.

Home decor market in China: overview

The global market size for home decor is estimated to reach $939.64 billion by 2030 with a CAGR of 3.9%. As you can see, the Chinese consumption forecast is exceeding the global one three times, with an expected CAGR of 9.26%.

The decoration sector is generating the highest market demand, followed by curtains, rugs, and candles. Thus, all of the manufacturers from the furniture and decoration market should pay attention, as traditional home decoration is going out of style and many Chinese will be interested in furnishing their houses with foreign product offerings.

The Role Of Urbanization And Rising Disposable Income

The rapid urbanization in China has paved the way for significant changes in consumer lifestyles, leading to increasing demand for home décor products. As more people move to cities, they seek to enhance their living spaces with tasteful and functional furnishings that reflect their individual tastes and preferences.

For example, as many young professionals secure higher-paying jobs and enjoy greater financial freedom than ever before, they are investing more in creating comfortable and stylish homes.

The result is a thriving market for mid and high-end furniture brands that cater to these aspirations.

China furniture market

Trends in the Home Décor Market In China

The home décor market in China is experiencing a shift towards customized furniture and premium home decorations, with internet brands emerging as major players thanks to the impact of social media and influencers on design trends.

Increasing Demand For Customized Furniture And Premium Home Decorations

The home décor market in China is witnessing a significant shift as consumers increasingly seek customized furniture and premium home decorations to personalize their living spaces.

This trend can be attributed to the growing middle class, rising disposable income, and increasing desire for comfort and style.

In response to these evolving tastes, local businesses and international brands alike are offering bespoke furniture design services, luxury home décor items, handcrafted decorations, and unique design pieces that cater to individual preferences.

Emergence Of Internet Brands In The Industry

The Chinese home décor market has witnessed a significant shift with the emergence of internet brands in the industry, fueled by the rapidly growing digitalization.

One remarkable example is Taobao, an immensely popular e-commerce platform in China that enables customers to discover various interior design trends suited to their tastes and preferences.

As housing conditions improve across the country, more people are inclined to spend money on sprucing up their homes, driving demand for home decoration products in China and online shopping platforms offering unique and affordable furnishings.

Another noteworthy player is JD.com, which caters specifically to mid- and high-end consumers seeking luxurious home décor items from well-known international brands as well as local original designs that showcase Chinese culture.

The Impact Of Social Media And Influencers On Design Trends

The rise of social media has revolutionized the way people shop for their homes in China. Platforms like WeChat and Douyin have transformed traditional advertising by creating a space for influencers to showcase their interior design expertise.

As a result, consumers are increasingly turning to these individuals to stay up-to-date on the latest home decor trends.

This has led to an emerging trend where consumers seek out personalized designs that fit their specific needs and preferences while providing unique experiences for them and their guests.

Color choices, furniture placements, accessories – everything is tailored exactly according to what they want for their homes.

Home decor influencers on Xiaohongshu

Growing Popularity Of Smart Home Technology Integration

The trend toward smart home technology integration is becoming increasingly popular in China’s home decor market. As technology continues to advance, consumers are looking for ways to create a more convenient and comfortable living environment.

Smart homes offer the ability to control everything from lighting and temperature to security systems through connected devices such as voice assistants, smartphones, or tablets.

The global smart home market is expected to see significant growth over the next few years due to the rising demand for innovative technologies like IoT (Internet of Things) and AI (Artificial Intelligence).

In developing economies like Asia-Pacific where internet penetration rates continue to increase rapidly alongside disposable incomes, there is ample room for even more growth in this sector.

Key Players In Home Décor Market In China

China’s furniture market is dominated by both local and international players, with strong competition and a focus on quality and design. Here are some of the top companies and biggest furniture markets in China:

1. Macalline Group – This home improvement chain has over 300 stores across China, offering a wide range of furniture and home goods.

2. IKEA Group – Known for its affordable, stylish furniture, IKEA has over 30 stores in China, with plans to expand further in the coming years.

3. Beijing Easyhome Investment Holding Group Co. Ltd. – This company operates both online and offline retail channels, selling everything from furniture to home appliances.

4. Yuexing Group – Specializing in high-end furniture for luxury homes and hotels, Yuexing has established itself as a premium brand in the Chinese market.

5. Guangdong Furniture Market – Located in Foshan City, this huge wholesale market covers over 1 million square meters and is a hub for manufacturers and distributors of all kinds of furniture.

6. Luxury brands such as Baxter, Edra, Boca do Lobo, Natuzzi, Minotti, etc for high-end consumers.

With a mix of established brands and emerging players, the Chinese home décor market offers plenty of opportunities for businesses looking to enter or expand in this dynamic industry.

Opportunities And Challenges For Home Décor Market In China

Opportunities in the Chinese home décor market include e-commerce, sustainability, and potential for growth, while challenges include competition with local and international brands, supply chain logistics, and navigating cultural regulations.

E-commerce And Digital Transformation

The home décor market in China has seen unprecedented growth thanks to the country’s digital transformation. With a population of over 1.4 billion, China boasts the world’s largest e-commerce market.

This shift towards online shopping has greatly impacted the retail industry as more consumers are turning to digital channels to purchase products and services. The COVID-19 crisis has also accelerated this trend with more firms, customers, and types of products moving online than ever before.

Sustainability And Eco-friendliness As Key Factors

Customers are now increasingly conscious of their environmental footprint, and this has led to a rising preference for green living decor and other environmentally responsible home décor items.

According to industry reports, the global sustainable home decor market is projected to reach $556.3 billion by 2031; with the Chinese market alone set to hit $43.50 billion by 2029 at an impressive Compound Annual Growth Rate (CAGR) of 5.5%.

This trend is especially important in home decor, as the sustainability concern is mostly driven by Millennials and Gen Z, and those are the ones that are in the stage of buying and furnishing their homes, growing consumption in China.

Competition With Local And International Brands

Competition is fierce in the Chinese home décor market, with both local and international brands vying for a share of the industry’s high potential. To succeed, businesses need to differentiate their brand and tailor their marketing strategies to resonate with Chinese consumers. It’s best to position yourself as a luxury brand, as this is what Chinese consumers want from foreign furniture manufacturers.

Many local brands have succeeded by taking advantage of cultural influences and original design trends, while international brands such as IKEA have had to adapt their marketing strategies to appeal to Chinese consumers’ preferences and consumer demand.

IKEA Chinese website

Supply Chain And Logistical Considerations

Before exporting goods to China, companies need to familiarize themselves with import regulations and certification requirements. Additionally, partnering with reliable local logistics providers can help streamline operations and mitigate logistical challenges.

For example, large furniture manufacturers like IKEA have established regional distribution centers in China for improved logistics management. This allows them to store inventory closer to customers and speed up the delivery process while reducing transport costs.

Strategies For Success: Entering And Expanding In The Chinese Home Décor Market

To successfully enter and expand in the Chinese home décor market, businesses should focus on establishing partnerships with local companies or distributors, adopting online and offline marketing strategies tailored for Chinese consumers, participating in industry events such as trade shows and expos, utilizing social media and influencer marketing, and adapting to cultural preferences and market conditions.

Establishing Partnerships With Local Businesses Or Distributors

One of the most critical success factors for entering and expanding in the Chinese home décor market is establishing partnerships with local businesses or distributors. Collaborative ventures can help foreign brands navigate the complex regulatory landscape, gain access to local supply chains and distribution channels, and build brand awareness among Chinese consumers.

For example, IKEA formed a strategic partnership with China’s largest home appliance retailer, Suning Appliance Co., Ltd., to extend its online reach in China.

Additionally, joint ventures are becoming more commonplace as both local and global players seek ways to deepen integration into the market while sharing costs and risks.

For luxury brands, it’s a good idea to collaborate with showrooms in the main Chinese cities, so that Chinese users can actually go and check the furniture live. It’s also a great promotion option, especially for smaller high-end brands.

Online And Offline Marketing Strategies Tailored For Chinese Consumers

Here are some marketing strategies tailored for Chinese consumers to consider:

  • Social Media: With over 1.2 billion active users on WeChat, it’s essential to have a presence on Chinese social media platforms. Brands can create accounts, participate in trending topics, and collaborate with influencers or KOLs (Key Opinion Leaders) to increase visibility.
  • Mobile Optimization: Around 98% of internet users in China access the web via mobile devices. Therefore, brands need to ensure their website’s design is mobile-friendly with fast loading times.
  • Localization: To appeal to Chinese consumers’ preferences, businesses need to translate their content into Mandarin and use Mandarin keywords for SEO optimization.
  • Cross-border E-commerce: Many successful international brands have used cross-border e-commerce platforms like Tmall Global to enter the Chinese market seamlessly.
  • Innovative Experiences: Using gamification tactics or VR technology can help brands engage with consumers and stand out among competitors.
  • Affordable Luxury Products: Research has shown that while luxury products are popular among affluent customers in China, there’s also demand for affordable luxury products from middle-class consumers who want to show off their status without breaking the bank.

By implementing these online and offline marketing strategies tailored for Chinese consumers, businesses can successfully enter and expand in the lucrative home decor market in China.

Kids furniture market in china
Kids furniture on Chinese social media platforms

Participation In Trade Shows, Expos, And Industry Events

Participating in trade shows, expos, and industry events is crucial for businesses seeking to expand their reach in the Chinese home décor market.

Examples of such events include Furnishings & Decor Trade Shows like the Chinese Weaving, Gifts, and Home Decoration Industry Exhibition. Additionally, the China International Import Expo – one of the most notable exhibitions in China – often attracts exhibitors from various industries around the world.

For European brands that can’t or don’t have the means to exhibit in China, it’s good to attend events such as Milan Design Week, the biggest design event in the world with many visitors from China each year, or similar events in London or Paris.

Leveraging Social Media And Influencer Marketing In China

Social media has emerged as a significant factor in shaping consumer behavior, especially among young Chinese consumers. In the home décor market, social media plays a vital role in driving interest and generating sales through influencer marketing.

While Instagram dominates the Western world for influencer marketing, WeChat, Xiaohongshu, and Weibo are the most prominent social media platforms used by influencers in China. So if you’re targeting Chinese consumers with your home décor products, collaborating with popular KOLs on WeChat or Weibo could significantly boost your brand awareness and generate sales.

One successful example of leveraging influencers is Li Jiaqi’s collaboration with IKEA by hosting a live-streaming event on Taobao that attracted more than 61 million viewers! With e-commerce being one of the dominant retail channels for purchasing furniture in China – utilizing trusted social media influencers can be highly effective in increasing traffic to online stores or physical locations.

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Contact us to Enter the Chinese Home Decor Market!

In conclusion, the home décor market in China presents a great opportunity for businesses to tap into the increasing demand from Chinese consumers. With rising disposable incomes and a growing interest in premium and sustainable products, companies that adapt their marketing strategies to local preferences can succeed in this highly competitive industry.

To succeed in this highly competitive market, businesses must adapt to the unique conditions of China’s rapidly evolving economy through strategies such as partnering with local distributors, leveraging social media influencer marketing campaigns tailored specifically to Chinese consumers’ behavior patterns (which are often different from Western ones), online/offline marketing strategies that emphasize sustainability/ecological factors or focusing on niche markets like luxury/vintage/minimalist designs where there may be fewer competitors jockeying for position.


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