As the year draws to a close, it's not only a time for reflection but also a critical moment for sales performance. With fierce competition among furniture manufacturers, price reductions have become inevitable. While offering affordable options to consumers, brands are also focusing on enhancing brand awareness through strategic promotional activities. A new wave of promotions is about to sweep through the home furnishings industry, with major stores, well-known brands, and home improvement companies all vying for consumer attention.
This year’s promotions have started earlier than previous years, with the "Double 12" event playing a significant role in driving both online and offline interactions. The variety of promotional formats has made this season more dynamic and engaging. Industry experts believe that despite the strong demand, the market remains highly competitive, and early sales strategies serve as a proactive measure.
At the end of the year, many retailers are launching their final promotions ahead of schedule. For example, Red Star Macalline kicked off its year-end campaign early with its “Love Family Day†event, signaling the start of a broader promotional push that will continue through Christmas and New Year’s Day. According to Wang Wei, vice president of Red Star Macalline, the marketing approach will be more active and targeted in the coming weeks.
By mid-December, major stores and brands will follow suit, each introducing unique promotions. Jimei Home Furnishing is leveraging the “Double 12†event with online shopping deals, while Cheng Wai Home Plaza is running a last-minute promotion from December 14th to 15th. Some brands have already begun promoting their products ahead of Christmas, extending the promotional period throughout the entire month of December.
The integration of online platforms has become a key feature of this year’s end-of-year campaigns. Brands like Jimei Home Furnishing are using e-commerce to offer exclusive deals, while Lanjing Lijia Home Plaza has launched an online coupon page. Social media platforms such as Weibo and WeChat are also being used to engage with customers. As Wang Wei noted, stores are evolving into more than just retail spaces—they are becoming platforms for marketing, service, and brand exposure.
In addition to digital efforts, traditional stores are also adapting to changing consumer behaviors. Qin Zhanxue from the China Building Materials Circulation Association believes that e-commerce is an unavoidable trend, and physical stores that embrace it will have greater long-term potential than pure online retailers.
Many furniture stores are clearing out inventory by offering limited-time discounts, sometimes even below 50% off. Liu Yang, general manager of Chengwaicheng Home Plaza, explained that these promotions are seen as a big opportunity for consumers to find great deals on smaller furniture and soft goods. The North Fourth Ring store, for instance, has been busy with customers browsing sofas and mattress brands.
Home improvement companies are also taking advantage of the season. Jingcheng Decoration, for example, is offering special deals on appliances and design fees, encouraging customers to sign contracts before the end of the year. Zhang Zhijun from the decoration group suggested that savvy consumers can benefit from current promotions, especially if they plan to renovate after the holidays.
Pre-booking renovation services is becoming increasingly popular, with many companies guaranteeing no price increases in the coming year. Ji Yong from Dongyi Risheng Beijing Branch highlighted that rising labor costs and material prices make now an ideal time to secure favorable terms.
Finally, some of the most prominent furniture brands, including Suzhou-based companies, are ramping up their promotions. These end-of-year events often feature the strongest discounts of the year, with some brands even selling at cost to clear inventory. Yihua, Qumei, Baiqiang, and Gujia are among the brands offering special year-end deals, aiming to boost sales and enhance brand recognition. As Wu Nanni from Qumei Furniture explained, the goal is not just to sell products, but to create meaningful experiences that strengthen customer loyalty.
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