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Hundreds of flowers blooming in domestic furniture for outdoor furniture
In recent years, foreign trade orders have seen a significant decline. Many domestic outdoor furniture companies have faced challenges as their export operations were hindered, leading to increased pressure on their operations. Meanwhile, the demand for outdoor furniture among domestic consumers has been steadily rising. As a result, numerous export-oriented businesses are now exploring transformation strategies to mitigate the risks associated with international trade.
Currently, the domestic market for outdoor furniture is still in its early stages, but it's gaining momentum. Brands such as Dgio, Everite, Yotri, and Arti, along with international names like Mr. Dredm, Sonar, and others, are accelerating their efforts to expand into China. With the growing popularity of a healthy and relaxed lifestyle, outdoor furniture is becoming more appealing to the general public.
The development of the Chengdu furniture market highlights the need for outdoor furniture companies to tailor their domestic sales strategies according to Chinese consumer preferences and regional conditions. The saying "the channel wins the world" has become a guiding principle for many industries. For outdoor furniture companies, entering the domestic market requires a strong focus on channel building and ensuring that distribution channels are efficient and profitable.
When exploring new markets, opening direct-operated stores can be an effective way to test consumer response and gather real-time feedback. This approach allows companies to better understand market dynamics and adjust their strategies accordingly. A prime example is Dgio, which entered the Chinese market in 2006 and opened direct sales outlets in major cities like Shanghai, Beijing, Shenzhen, and Guangzhou. After nearly four years of trial and refinement, the brand adjusted its model and transitioned to franchise stores.
Since the beginning of this expansion, Dgio has actively recruited franchisees across the country, establishing outlets in cities such as Shenyang, Qingdao, Jinan, Hangzhou, Suzhou, Chengdu, Chongqing, Xi'an, Changsha, and Wuhan. This strategy has helped extend their marketing network into multiple target markets, supporting rapid growth.
In addition to Dgio, brands like Adi, Sonar, and Asia-Pacific Furniture have also adopted similar approaches to enter the Chinese market. These brands launched their first direct-operated stores in Guangzhou in early 2019. After two years of research and development, they have refined their product styles and positioning for the local market. Now, they are planning to scale up by expanding through a nationwide franchise model.