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 dramatic rise. From weekend events to large-scale festival promotions, these activities have become a common strategy across the industry.
Whether it's leading brands aiming to strengthen their market presence or smaller enterprises striving for survival, engaging in various marketing initiatives has become essential. Even during the traditionally slow summer season, many furniture brands continue to run promotions, creating a sense that "low season is not light."
This consistent effort deserves recognition, but it’s worth questioning: do consumers truly care about these marketing campaigns? For example, IKEA in Hong Kong recently held a mid-year sale that drew massive crowds, with customers waiting hours just to check out. While my local IKEA doesn’t experience such frenzy, it still sees steady foot traffic from Monday to Friday.
Some dealers even express confusion: “It’s just a regular promotion, just a discount. Why is it so intense?†This kind of enthusiasm reflects the broader challenge faced by traditional furniture stores. With countless marketing tactics—from outdoor water storage campaigns to in-store discounts—the methods are evolving, yet consumer interest remains low. Why is this happening?
IKEA, as a global home furnishings giant, has its own annual sales events starting in June. Many products are discounted by 50%, and some even more. These offers are highly anticipated by many consumers. Compared to domestic brands, IKEA stands out due to its strong brand identity, unique shopping experience, and pricing strategy.
While direct comparisons may be difficult, analyzing the differences between IKEA’s promotional strategies and those of local brands reveals two key distinctions. First, IKEA has built a powerful brand image over the years, attracting loyal fans who eagerly anticipate its annual promotions. Second, the discounts are genuine and transparent, making them appealing to shoppers without the issues of price manipulation or misleading labels.
Domestic furniture brands have long histories, and while not all can guarantee top-quality products, leading brands generally maintain quality standards. However, when it comes to brand appeal, they still lag behind. Many dealers focus more on short-term promotions than on building brand awareness, believing that furniture is a durable good with low personal consumption, so brand loyalty isn't crucial. Instead, they rely on word-of-mouth.
On the production side, some companies invest in brand-building through sponsorships and advertising. But even these efforts often fail to create lasting impact. Consumers might remember a brand after seeing it in a show, but they rarely choose to buy its products solely because of that.
Price strategies also play a role. In a market economy, pricing promotions are normal. However, in China, the way discounts are handled has changed. Unified pricing, unclear mechanisms, and constant promotions have led to confusion among consumers. The once-exciting promotions now feel routine.
Without strong brand foundations and clear pricing strategies, many domestic furniture brands struggle to engage consumers effectively. Their marketing efforts become increasingly superficial, relying on refined tactics but failing to capture real interest.
To truly connect with consumers, companies must focus on building a solid brand system and transparent pricing policies. Only then can they stand out in a competitive market.
For more insights into the Chinese furniture industry, visit the official website of Xianghe Furniture City.
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Foshan Shunde Oubao Luo Intelligent Catering Equipment Co., Ltd. , https://www.aobl-ch.com