With the rising standard of living and the growing influence of the post-80s and 90s generations, consumers are increasingly seeking personalized experiences. The demand for tailored products has become a major trend, shifting from basic functionality to unique, custom-made solutions. This "customization" movement is no longer just for the elite—it's now entering everyday homes, reshaping how people think about furniture and interior design.
At recent furniture exhibitions, such as those in Dongguan and Guangzhou’s Pazhou, one topic keeps coming up: whole-house customization. While traditional furniture companies have started to explore this space, they face stiff competition from specialized custom brands. This shift has led many established players to rethink their strategies and consider how to evolve or adapt effectively.
According to Zou Wensheng, director of the Top-Solid Wardrobe Market Center, the entry of finished furniture into the custom market is actually a positive development. “Finished furniture brings strengths in design and consumer research, and their involvement can push custom companies to improve continuously,†he said.
Newly listed companies are also preparing to seize this emerging opportunity. For example, Hao Laike recently launched a range of new styles, aiming to offer more comprehensive and diverse options to consumers. “We believe we can fully compete with traditional finished furniture,†said Zhan Mengyang, CEO of Hao Laike.
Meanwhile, Lin Fulai, managing director of Federal Gordon, noted that custom companies have developed their own production models over the past decade, which differ significantly from traditional methods. He emphasized that transitioning to customization requires substantial effort and flexibility. However, he also pointed out that finished furniture companies have strengths in product variety and matching systems—something custom firms could learn from.
Despite the excitement around whole-house customization, many traditional furniture companies remain cautious. Yan Weiwei, president of Innovative, warned that while individual customization may seem appealing, it’s not easy to scale. “It’s like wanting to eat a pot of rice, but the production process makes it hard to achieve,†he said. Lai Pengcheng, chairman of Lai’s Furniture, echoed similar concerns, noting that not all companies are ready or suited for such a transformation.
In short, the wardrobe industry is navigating uncharted waters. Whole-house customization represents a vast, untapped market, but it also comes with challenges. Whether it’s a promising blue ocean or a complex maze of obstacles, one thing is clear: only by moving forward can companies overcome the storms ahead.
For more insights into China’s furniture industry, visit the official website of Xianghe Furniture City.
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