2024 Insight

Furniture Export Market Shows Signs of Recovery

In April, Aoji Technology, a leading cross-border furniture retailer, submitted its prospectus to the Hong Kong Stock Exchange, seeking a main board listing. The document revealed that the company's 2023 revenue grew by 22.3% year-on-year, reaching 8.682 billion yuan. Following challenges with Amazon in 2021, Aoji Technology strategically repositioned its product portfolio, making significant strides in furniture categories and multi-channel distribution.

The furniture export industry has experienced considerable volatility in recent years, with market demand, shipping costs, and channel inventory pressures experiencing multiple fluctuations. Recent data indicates a promising recovery in overseas furniture market demand.

What kind of business is selling furniture to foreign markets? What changes have occurred in the market and among enterprises in recent years?

A Furniture Export Journey of Ups and Downs Currently in cross-border trade, nothing is more momentum-driven than the "new three" of foreign trade. However, the "old three" exports—furniture, clothing, and home appliances—are also undergoing internal transformations and multi-dimensional upgrades.

Taking furniture as an example, China's furniture manufacturing industry began with reform and opening-up, developing rapidly under the combined effects of domestic and international demand. China has become the world's largest furniture exporter and consumer. Domestically, furniture industry clusters have formed in provinces like Zhejiang, Guangdong, and Jiangsu, with products sold to markets in the US, Japan, UK, and South Korea. The 2019 trade friction prompted many Chinese furniture companies to invest in manufacturing facilities in Vietnam, Mexico, and other locations to mitigate tariff impacts and further advance global supply chain strategies.

During the pandemic, benefiting from increased overseas home consumption and domestic supply chain resilience, furniture exports reached new heights, growing 26.4% year-on-year to 73.82 billion USD in 2021.

However, by 2022, multiple negative factors emerged: overseas demand declined, shipping costs fluctuated, and channel merchant inventory pressures increased. China's furniture and parts exports decreased by 5.6% year-on-year.

Fortunately, the market is now showing signs of recovery. The furniture industry is closely linked to real estate. The decline in US mortgage interest rates is expected to boost real estate sales and subsequently drive demand for furniture and home appliances. Destocking in European and American markets is nearing completion, potentially improving export replenishment needs. Additionally, furniture sales are growing in Southeast Asian, Middle Eastern, and Latin American markets. According to customs data, furniture and parts exports in the first quarter reached 124.14 billion yuan, a 23.5% increase compared to the same period last year.

Within the furniture sector, new style demands are emerging. Changes in economic and social environments are influencing people's living habits and aesthetic preferences, directly reflecting in furniture consumption needs. An industry insider told 36Kr Overseas: "The furniture category is a track continuously evolving with global economic environments. For instance, furniture demand scenarios changed significantly before and after the pandemic. Pre-pandemic, the market leaned more towards indoor furniture environments. Post-pandemic, outdoor furniture demand increased, with people more willing to go out and enjoy fresh air and sunshine. Indoor furniture styles have also transformed. Previously, European and American markets preferred more elaborate products, but after the pandemic, changing consumer perspectives now favor relatively minimalist styles."

Referencing TikTok for Business's recent "Global Consumer Trends White Paper", home and living categories are top e-commerce tracks in the US. Currently, slow living, family focus, and outdoor relaxation are becoming key lifestyle and consumption keywords, bringing business opportunities to health, personal care, and home furnishing sectors.

Large-Item Exports: Logistics and Warehousing Come First However, capturing overseas furniture market opportunities is not easy. Beyond product development and design, the primary capability in cross-border furniture markets is controlling product supply chain cycles and costs.

"The furniture industry has higher barriers and tests capital management and cargo operation skills," an industry expert stated. "Supply chain, storage, and shipping cycle management significantly challenge operational capabilities. Warehousing, logistics, and after-sales services ultimately determine the entire product's profit margins."

Large-item product exports primarily rely on maritime shipping, which is susceptible to international situation disruptions. In 2022, pandemic-induced high shipping prices, and recent Red Sea crisis have caused shipping companies to temporarily...