The furniture industry has long been faced with the problem of serious product homogenization and low brand concentration. A large number of small and medium-sized furniture enterprises rely on low-price competition, resulting in low profit margins and weak market competitiveness. With the upgrading of the industry and the improvement of consumer brand awareness, brand building and marketing innovation have become the key breakthroughs for furniture enterprises to achieve transformation and upgrading.

In terms of brand building, excellent furniture enterprises begin to focus on brand positioning and cultural output, shaping differentiated brand images through design innovation, environmental protection concepts and high-quality service systems. High-end brands focus on original design and customized private services, while mass brands focus on cost performance and whole-house matching solutions. In terms of marketing innovation, the traditional offline store sales model is no longer the only channel. Enterprises make full use of short video platforms, live broadcast e-commerce, social media and new media channels for product promotion and brand drainage. Through scene-based home display, designer explanation and user real experience sharing, consumers can intuitively understand product advantages. In addition, the integrated marketing model of “online drainage + offline experience + door-to-door customization” has become mature, which solves the pain points of difficult online experience and incomplete offline coverage. At the same time, many brands cooperate with interior designers, real estate developers and decoration companies to expand B-end market channels and realize diversified market layout.