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Survival in the cracks of outdoor furniture remains to be tested
With the downturn in the furniture industry, outdoor furniture is also experiencing significant challenges. As the off-season for consumer spending sets in, pressure across various sectors has intensified. To revitalize the market, major supermarkets and furniture brands have introduced heavy discounts, offering prices as low as 30% to 70% of their usual rates. While these promotions aim to attract buyers, they have sparked questions about price sustainability. Even within the industry, such practices are seen as harmful, causing losses and undermining long-term value.
So, how can outdoor furniture manufacturers break through this difficult situation and achieve sustainable growth? Today's market is dominated by the post-80s generation, who are highly influenced by e-commerce trends. Can online sales provide a new opportunity for outdoor furniture?
"Online sales models save on rent and labor costs, allowing products to be sold at lower prices compared to traditional stores," said a sales manager from an outdoor furniture brand. "When compared directly, the traditional model clearly lacks competitiveness."
In an outdoor furniture experience museum, a couple of post-80s customers shared their thoughts: "We think the online shopping combined with offline experience model is great. We love the internet, so we can buy outdoor furniture in the experience museum and enjoy online prices. At the same time, we can touch and feel the quality of the products. As long as after-sales services like installation and maintenance are reliable, even if the location is remote, we're willing to come check it out."
However, the selection of outdoor furniture displayed in the experience center is limited. While the styles are diverse and innovative, the physical space restricts the number of samples that can be shown. Only the most popular series are typically available for display.
**Survival in the Double Gap Needs Market Testing**
To build a good reputation and gain consumer trust, many outdoor furniture companies engaging in e-commerce are now expanding into offline markets. This not only helps verify the authenticity of online products but also allows them to better capture the market. At the same time, they are exploring ways to reduce physical store rental costs, passing the savings on to consumers.
Industry experts note that the outdoor furniture sector is not easily able to dominate the e-commerce space. Between the traditional industry and the digital field, manufacturers must make significant efforts just to survive.
Compared to physical stores, selling outdoor furniture on e-commerce platforms often means entering a price war. Sales performance on these platforms is not always strong. Except for a few bestsellers, most products struggle to sell well. Those that do well are usually discounted items. A company saw more customers after running ads for a 28% site-wide discount, including free shipping and gifts.
Some industry insiders believe that simply lowering prices or reducing profits to boost sales is an immature approach. E-commerce must find its own unique sales model to grow its influence. Others suggest that e-commerce will inevitably become a key part of future marketing strategies for outdoor furniture. For manufacturers, the traditional furniture industry is now entering the e-commerce era. The challenge lies in effectively leveraging e-commerce to ensure long-term development while maximizing benefits. (Editor: Peter)