In the past two years, the furniture industry has been facing a challenging environment in both domestic and international markets. However, new opportunities have emerged as the housing market expands and urbanization continues to drive growth in third- and fourth-tier cities. At the 29th International Famous Furniture (Dongguan) Exhibition, reporters observed a shift in strategy among high-end brands, which are now targeting these emerging markets with more affordable products and aggressive promotions.
Many once-exclusive furniture brands are now embracing a "people-friendly" approach, aiming to capture the attention of consumers in smaller cities who are looking for quality without the premium price. The event featured 12 exhibition halls, including two temporary spaces covering 260,000 square meters, with 915 exhibitors from around the world. Known as the "barometer of the furniture industry," this exhibition is a key indicator of trends and consumer demand.
At the show, several well-known brands showcased new product lines designed specifically for the third- and fourth-tier markets. One such product was the "Technical Cloth" sofa, which mimics the look of leather but uses a more affordable fabric. A set of these sofas costs under 6,000 yuan, significantly lower than the previous high-end models that exceeded 10,000 yuan. This move reflects a broader trend where brands are adjusting their pricing strategies to better align with the needs of a wider audience.
Even high-end brands like V6 have started to rethink their approach, unveiling plans to expand into smaller cities and offering discounts to attract local dealers. Some companies displayed lists of cities without existing dealers, hoping to attract new partners and tap into these growing markets.
Che Jianxin, a representative from a major furniture company, announced a special "breakdown price" event, where over 100 high-end brands would offer discounts of up to 20%. This initiative aims to bring more value to consumers while helping brands stay competitive in a saturated market.
Industry experts note that many branded furniture products are still priced beyond what average consumers can afford. As export markets slow and domestic property regulations tighten, the industry is reevaluating its pricing model. The focus is shifting toward creating more accessible options that meet the needs of everyday buyers.
Designers are also emphasizing the importance of affordability at the conceptual stage. Zhao Jiayao, a furniture designer, stressed that furniture should be "people-friendly" by considering the needs of different income groups. Products tailored for smaller homes, with features like foldability and simplicity, are becoming increasingly popular.
The first day of the exhibition saw record attendance, with over 51,000 visitors. The increased foot traffic suggests that the industry is gaining momentum, with dealers and professionals seeking new opportunities. According to Yu Xuhui, deputy secretary general of the Dongguan Famous Furniture Club, the rise in visitors reflects a growing interest in innovation, trends, and practical solutions within the sector.
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