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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 regulations, the furniture sector saw a shift in consumer behavior. By March this year, many furniture retailers began using aggressive marketing strategies, including deep discounts on old inventory to clear stock. Industry experts suggest that furniture prices have steadily increased over recent years, and with rising material costs and production expenses, a significant price hike is expected this year.
To counter the slow sales from the previous year, several major furniture brands are aiming to boost their sales targets by approximately 10% in 2013. Last year was particularly tough for the industry, with many regions failing to meet their assigned sales goals. However, there has been some improvement in the current market situation, and companies are optimistic about achieving higher performance this year.
From December last year onward, the furniture industry has shown a positive trend, reflected in the rising stock prices of related companies. 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. As a result, furniture sales are expected to grow this year.
Many furniture companies have also started clearing out old models, offering special promotions, factory-direct discounts, and sampling events to attract buyers. During store visits, reporters noticed that numerous shops were running heavy promotional campaigns, with some malls even displaying signs like "Sampling Promotion" to draw in customers.
Industry veterans explain that it's common for furniture brands to launch new products between March and May. During this time, dealers typically clear out older inventory to make space for new arrivals. Some brand representatives mentioned that while new products will be introduced in 2013, they won’t follow the typical upward pricing trend. Instead, prices will remain stable for now. However, once these new products hit the market, a potential 10% price increase is anticipated, driven by rising operational costs and labor expenses.
A company representative noted that sales haven’t met expectations so far, but they predict a peak season in the second half of the year. While growth is expected, it may not be substantial. To stay competitive, companies must focus on creating affordable, consumer-friendly products. This requires thorough market research and a commitment to becoming more accessible and customer-oriented.