With the improvement of the standard of living in China, consumers have started to look at Western and European influences and increasingly willing to invest in home decoration. Consumers’ increasing purchasing power has driven the furniture market to develop beyond expectations. Urbanization has driven furniture market growth.

Data from the National Bureau of Statistics show that the urbanization rate in China reached 58.5% in 2017, up 1.2 percentage points over the end of 2016. With urbanization, wage and salary earners, as well as previously disadvantaged families who have migrated to towns and cities, have become major furniture consumer groups. It is estimated that by 2020 about 54 million houses will have been renovated under the country’s shantytown reconstruction project, and these renovated houses will also generate demand for furniture. How can your company be a part of this market and become a recognized brand in China?


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Read the Top Article of the Year about Furniture Strategies in China

Lets take a closer look at the market

The market is huge and with the millions of people living in urban areas, there are millions of tastes, needs and wants to be addressed. There are 2 points to consider:

A) Mainland furniture consumers can be divided into 3 groups:

Avid consumers

These consumers are rich. They favour expensive western styles, classical Chinese style or avant-garde furniture.

Luxury/branded goods consumers

These consumers want furniture to reflect their personalities, paying attention to aesthetics, cultural elements, trends and origin.

Average wage-earning consumers

This is the majority of consumers. They are willing to shop around for the best price and value their comfort.

B) Furniture buyers also have different requirements that need to be taken into account:

Home furniture

This all furniture used in the homes of urban residents, including cabinets and kitchen furniture.

Childrens’ furniture

Parents are adopting new living concepts and becoming increasingly able to afford furniture especially designed for their childens’ development and safety.

Outdoor furniture

The elements need to be considered in a country like China. Furniture needs to withstand the heat and the cold.

Hotel and guesthouse furniture

This industry is huge and should not be overlooked.

Office furniture

To make money, businesses must spend money, and some of that money will go to furniture.

Public institution furniture

Public-sector facilities, such as medical, sports, cultural and educational institutions all need furniture to function and last. Duration is key in this sector.

How can our agency help your brand?

It doesn’t matter how good a product is. If no one knows about it in China, it simply will not sell. Chinese spread hours browsing the internet, interacting with stores, asking questions on social media and looking for good comments about products and services they are interested in. Let us help you be the first brand they recognise in your industry.

Social media

Western platforms have no place in China. Chinese have their own social media platforms that they trust, such as Wechat, Weibo etc. Why are these the more efficient ways of promoting your brand? Take a look at the example below.

furniture 2

The snap above is from the WeChat application. It is convernient, because of all the information available on a page. By clicking on the preferred furniture brand, the user gets access to the official brand account on Wechat. The marker just beside the post, lists it as an ad. The external link to your website makes it easy for the WeChat user to see more of your products. Below everything are the comments which give you the opportunity to get closer to your target audience by interacting directly with them.

Influencers campaign 

In this case, Key Opinion Leader won’t be the case of a world famous superstar taking a picture of himself using one of your products. A KOL can be anyone or anything that has a following that takes their word, when they recommend a product or service. A key opinion leader that is just as successful buut more cosst effective than a celebrity in this area: the furniture and design magazines and magazines about interior design. Besides magazines, having a cooperation with high-end real estate developers can be really interesting, as most the clients of the property are also the most potential clients of high-end furniture.

furniture influencer

Lead Generation Professionals

We are professionals of the lead generation. To be effective in your lead generation, you need first to develop a good e-reputation. Invest in online advertising and create quality content will help you developing your e-reputation. Finally, measure results to improve your performances.
We are lead generation experienced and we apply it to our agency. We get an average of 350 leads per month (March 2018) by applying the method we offer to companies that use our services.

Experts in digital solutions

• Website Creation, Development & Auditing.
• Baidu Search Engine Optimization.
• Social Media Marketing (WeChat & Weibo).
• Reputation Management & Community Development.
• Public Relations & Exposure in Chinese E-Media.
• Analytics, monthly reports & analysis from our team of experts.

Case study: Ethnicraft

Let’s talk about Ethnicraft, founded and managed by Belgian group entrepreneurs that has succeed to get a solid strategy digital marketing strategy to lead the society to these results:

“European furniture brands” got ranked 5th at the first page

“Where to buy furniture in Shanghai” got ranked 1st at the first page

“Shanghai furniture exhibition 2015”got ranked 1st at the second page

Here some key secrets of Ethnicraft’success: the first one is being present on Baidu News. To be well ranked on a search engine page, you need to have PPC  (pay per click) ranking and natural one with SEO (Search engine optimisation).

Ethnicraft chose to combine online website with physical ones. Consumers could go online, select their products and place an order. For more information, they coould go to the showroom.

furniture China


We are French and Chinese team, here to help you developing your business in China. We understand the needs and wants of the Chinese market. We also understand the difficulties foreign brands’ incur when they try to enter the Chinese market. Each member of the team is specialized in a field. They have experience and they are effective. Let us help your brand.

If you want a quotation or more information about us, please send us an email. 

Gentlemen Marketing Agency

Other articles:

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  1. The Chinese market is really large in every aspect so competition is really high as they seek innovation in everything. As a new designed you will have to come up with new and creative ideas to catch the attention of the crowd. For inspiration look towards the details in Italian and European styled pieces of furniture! http://www.iqmatics.com/webstore/

  2. How to buy furniture in China Shunde wholesale ?

    Which trade fair is better for furniture in China, CIFF or Canton?

    Where should I buy furniture in China? Guangzhou, Shunde or other?

    Where is the furniture market in China?

  3. Hello
    We are an hotel chain of 20 hotels in China, and we are interested to sell in our showroom foreign design brand of funiture.
    Contact us to know more

  4. Hello
    We are a Chinese distributors and we would like to represent a foreign famous brand of furniture in China.
    We have a large networks of resellers, and want to actively sell to our networks european Brands
    contact me on comment message wechat

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