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In the second half of last year, the furniture industry faced a wave of challenges. Following the introduction of five policy measures aimed at tightening real estate market regulation, the sector saw a shift in consumer behavior. By March this year, furniture companies began employing various marketing strategies to clear out older inventory, often offering significant discounts on outdated models. Industry experts note that furniture prices have gradually risen over recent years, and with rising material costs and operational expenses, a more substantial price increase is expected in 2013.
Despite the difficulties, some companies are optimistic about their sales performance this year. A representative from a major furniture manufacturer shared that many regions failed to meet their sales targets in 2012. However, there has been a noticeable improvement in the current sales environment. As a result, the company is aiming for a 10% increase in sales targets for 2013 compared to the previous year.
The furniture industry has also seen a positive trend in stock performance since December of last year. Analysts from the securities sector believe that the rebound in the real estate market during the second half of 2012 has boosted demand for furniture in 2013, leading to an increase in orders and overall sales expectations.
Many furniture retailers have recently launched clearance events, offering special promotions, factory-direct pricing, and sampling campaigns to attract buyers. These efforts have drawn a lot of attention from consumers looking for deals. According to industry veterans, it's common for furniture brands to introduce new products between March and May. During this time, dealers typically clear out old stock to make way for new arrivals.
Some brand representatives mentioned that while new products will be launched in 2013, they won’t follow the same upward pricing trend as before. Prices are expected to remain stable. However, once these new items hit the market, a potential 10% price increase could occur due to rising production and labor costs. A company executive noted that sales haven't met expectations so far, but he anticipates a peak season in the second half of the year, though with only modest growth.
To stay competitive, furniture companies must not only cater to consumer preferences but also keep prices accessible. This means conducting thorough market research and maintaining a strong focus on affordability. The goal is to become a true civilian brand, offering quality products at reasonable prices.