China's furniture exporting ushered in the era of branding

China's furniture exporting ushered in the era of branding

In order to move upwards along the production chain, Chinese furniture export companies began to attach more emphasis on brand innovation, as they realised the new ear of branding is approaching.

The furniture industry has been seeing a lot of problems in the past. For instance, the products are highly homogenized, the furniture companies normally lack of brand consciousness, all of which has been affecting the advance of Chinese furniture industry. In the future, China's furniture industry will usher in a new era of branding.

Accurately grasping the market demand is the key to success for future exportation business. Low price can no longer bring any competitive advantages in the case of international market. If companies want to thrive in the international stage, they must play close attention to brand awareness and brand innovation.

Head of Asian Furniture Association, Mr Zuoxin Lin stressed the importance of innovative business models for furniture companies. Domestic manufacturers can cooperate together for production, sharing a unified brand, or hiring the same design company etc., in order to push brand internalization a step forward.

In the case of Jiang Feng, company chairman stressed the importance of brand transformation, an inevitable challenge that Jiang Feng has to face. The initial brand position was designed to develop towards three dimensions: hotel boutique series "Parfait" embodies the company’s pursuit of perfection and exquisite; the classical heritage series "Homie" represents an elegant and classical style and modern furniture series "Homestyle" embodies a comfortable and beautiful lifestyle. Jiang Feng has always been a synonym of quality in furniture industry, but it does lack of brand identification and brand influence. Hence brand image and brand innovation are the top priorities in company strategy development.