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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 deep discounts, offering prices as low as 30% to 70% of regular rates. While these promotions aim to attract buyers, they have raised concerns among consumers about product quality and pricing. Even industry insiders are questioning whether such aggressive price cuts are sustainable, as they may lead to long-term disadvantages and losses.
So, how can outdoor furniture manufacturers break through this difficult situation and achieve long-term growth? In today’s market, the post-80s generation is the dominant consumer group, and e-commerce has become a prevalent model. Can outdoor furniture find new opportunities through online sales?
"One of the main advantages of e-commerce is that it reduces operational costs like rent and labor, which allows online stores to offer lower prices than traditional retail outlets," said a sales manager from an outdoor furniture brand. "If you compare prices, the traditional model clearly lacks competitiveness."
In an outdoor furniture experience museum, a couple of post-80s couples shared their thoughts: “We think the combination of online shopping and offline experience is very appealing. We love the internet, and being able to purchase outdoor furniture at a discounted online price while also experiencing the texture in person is ideal. As long as after-sales services like installation and maintenance are reliable, even if the location of the experience center is remote, we’d still be willing to visit.â€
However, the selection of outdoor furniture on display in the museum is limited. The outdoor furniture market is known for its variety and unique styles, but due to space constraints, only a few best-selling models can be showcased.
**Survival in the double gap needs to be tested by the market**
To build a good reputation and gain consumer trust, many outdoor furniture companies that operate online are now expanding into the offline market. This not only helps verify the authenticity of online products but also strengthens their market presence. At the same time, they are exploring ways to reduce physical store rental costs, passing the savings on to customers.
Industry experts note that the outdoor furniture sector faces challenges in the e-commerce space. Navigating the gap between traditional furniture manufacturing and e-commerce requires significant effort for survival. Compared to physical stores, selling outdoor furniture on e-commerce platforms often leads to intense price competition. Sales performance on these platforms is not always strong—most products sell poorly, with only a few top sellers performing well, typically those on sale.
One company saw increased traffic after running a 28% site-wide discount, including free shipping and gifts. However, some in the industry argue that simply lowering prices or sacrificing profits to boost sales is a sign of immaturity. E-commerce must develop its own unique sales model to expand influence.
Experts also believe that e-commerce is an inevitable trend for the future of outdoor furniture marketing. For manufacturers, the traditional furniture industry is entering the digital age. The key is to effectively leverage e-commerce to ensure long-term development while maximizing benefits. (Editor: Peter)