In recent years, the brand marketing efforts of furniture companies—especially those producing durable consumer goods with a lifespan of over five years—have seen a significant rise. From weekend promotions to large-scale festival events, these activities have become increasingly common in the industry. Whether it's leading enterprises aiming to strengthen their market presence or smaller brands striving for survival, conducting various marketing campaigns has become a necessity.
Even during the traditionally slow summer season, many furniture brands continue to run promotions, trying to create momentum that defies the usual "off-season" trend. This consistent effort is commendable, but it raises an important question: do consumers really care about these marketing initiatives?
Take IKEA’s mid-year promotion in Hong Kong as an example. The store was packed with customers, many waiting in long lines for hours just to make a purchase. While my local IKEA may not experience such intense crowds, it still sees steady foot traffic from Monday to Friday. Some dealers, however, are skeptical, saying, “It’s just a regular sale, a simple discount. Why all the hype?â€
This kind of enthusiasm reflects the challenges traditional furniture stores face. With so many marketing strategies available—from water storage promotions outside the store to in-store deals—furniture companies are constantly innovating. Yet, despite all these efforts, consumers often remain indifferent. Why is this happening?
IKEA, as a global home furnishing leader, has its own unique approach. Its annual sales events, starting in June, feature discounts of up to 50% on many products, and sometimes even more. These offers are highly anticipated by many consumers. Compared to domestic furniture brands, IKEA stands out not only in product range and shopping experience but also in pricing strategy. While direct comparisons can be tricky, it's still valuable to analyze how different brands conduct their promotions.
Upon comparison, two key differences emerge between IKEA’s promotions and those of domestic brands. First, IKEA benefits from strong brand influence. Years of brand building have created a loyal customer base, which ensures that even simple, practical promotions generate high demand. Second, IKEA offers clear and convincing discounts. These promotions not only boost sales but also serve as a lead-in for new product launches later in the year. Unlike some local brands, IKEA avoids tactics like "label switching" or "price manipulation."
Domestic furniture brands have been around for years, and while quality varies, top-tier brands generally maintain a good standard. However, when it comes to brand appeal, they still have a long way to go. Many dealers focus more on promotional tactics than on brand development, believing that furniture is a durable product with low personal consumption, so brand awareness isn't crucial. They rely more on word-of-mouth and personal connections.
From the production side, some companies invest in brand-building through advertising campaigns or sponsoring concerts, but these efforts often lack long-term impact. Consumers might remember a brand after seeing it in a show, but they rarely choose to buy the product because of that. Without consistent brand building and a recognizable "brand language," it's hard to drive real purchases.
When it comes to pricing, it's normal for products to be discounted in a market economy. Even for durable goods like furniture, inventory management and product updates often require promotional activities. However, in China, these promotions have taken on a different tone. Prices are often set uniformly, and the discount mechanism feels artificial. With constant promotions, consumers are becoming desensitized, unsure whether the deals are genuine or just marketing tactics.
As a result, many domestic furniture brands are resorting to more creative but less effective marketing methods. Despite clever themes and well-structured campaigns, consumers remain uninterested. To truly engage customers, companies need to focus on strengthening their brand identity and improving pricing transparency.
For more insights into the Chinese furniture industry, visit the official website of Xianghe Furniture City.
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