Project Background

Upholstered furniture refers to a variety of furniture made mainly of wood or metal as the frame, elastic materials and soft materials as the main materials, supplemented by bandaged materials as the filling load-bearing part, and textile or leather as the finish, such as sofas, mattresses, soft beds, etc. Soft furniture has the characteristics of comfort, beauty and personalization, which is an indispensable part of home life.

China's soft furniture industry started in the 20th century80In the early 1990 s, in recent years, it has become the world's largest producer and consumer by undertaking industrial transfer from mature markets such as Europe and the United States.2020China's soft furniture market output value scale reached.343billion dollars,2021The scale of its output value grew360Billions of dollars or so. The scale of consumption of upholstered furniture in China is also maintaining fluctuating growth,2020Its consumption scale is188Billions of dollars.

Shangpu Consulting is a company specializing in industrial market research and consulting services, with many years of industry experience and professional team to provide customers with customized solutions. Shangpu Consulting has a certain reputation and influence in the upholstered furniture industry, and has provided market research and competitive strategy analysis services for many well-known brands.

Customer pain points

The customer of Shangpu Consulting Company is a soft furniture manufacturer located in Foshan City, Guangdong Province. It mainly produces sofas, mattresses and other products. The main sales channels are offline physical stores and e-commerce platforms. The company has a certain reputation and reputation in the local market, but it faces the following problems:

The competition in the soft furniture industry is fierce, the homogenization phenomenon is serious, the product differentiation is not obvious, it is difficult to form the core competitiveness;

Soft furniture industry by consumer demand, design style, raw material prices and other factors, the market changes rapidly, it is difficult to grasp the market dynamics and trends;

The soft furniture industry was affected by the epidemic, offline store sales blocked, e-commerce platform competition intensified, marketing costs increased, profit margins compressed;

There are some risks and challenges in the soft furniture industry, such as policies and regulations, environmental protection standards, quality and safety, which need to be dealt with and avoided in time.

Project Purpose

20236In January, the company commissioned Shangpu Consulting to conduct a market research and competitive strategy analysis project for the upholstered furniture industry, with the following main purposes:

Understand the overall development status of the soft furniture industry, market size, market structure, market segmentation, market demand, market trends and other aspects of information, to provide a basis for strategic decision-making;

Analyze the information of the competition pattern, competitors, competitive advantages and competitive strategies of the soft furniture industry, and provide reference for the competitive positioning and differentiation of enterprises;

Evaluate information on market opportunities, market potential, market risks and market challenges in the upholstered furniture industry, and provide suggestions for market expansion and risk control of enterprises;

This paper puts forward some suggestions on the marketing strategy, product innovation strategy, brand building strategy and channel expansion strategy of the software furniture industry, so as to provide support for the market growth and profit improvement of the enterprise.

Research object

The research objects of this project mainly include the following three categories:

Industry experts: including the heads or experts of the upholstered furniture industry associations, research institutions, media and other related institutions, as well as well-known designers, professors, consultants and other people in the upholstered furniture industry, through in-depth interviews or questionnaires, to understand the development status of the industry And trends, to obtain professional opinions and suggestions;

Industry enterprises: including the main production enterprises, sales enterprises, suppliers, distributors and other related enterprises in the soft furniture industry, through telephone interviews or online surveys, to understand the industry competition and enterprise operations, to obtain first-line data and information;

Consumers: including target consumers and potential consumers in the upholstered furniture industry, through online and offline sample surveys or focus group discussions, to understand consumer needs, preferences, purchase behavior, satisfaction, etc., to obtain consumer feedback and opinions.

The total number of planned research objects of this project is300People, where industry experts30People, industry companies120People, consumers150People.

Project Content

This project mainly includes the following aspects:

Research on the soft furniture industry: introduce the classification, characteristics and development history of the soft furniture industry;

The development status of the soft furniture industry: analysis of the overall development level of the soft furniture industry, market size, market structure, market segmentation, market demand and other aspects of data and information;

Trends in the upholstered furniture industry: data and information on forecasting the future direction of the upholstered furniture industry, market size, market demand, etc., as well as the main drivers and constraints affecting the development of the industry;

Competitive analysis of the upholstered furniture industry: data and information on the competitive landscape, competitors, competitive advantages and competitive strategies of the upholstered furniture industry, as well as the main factors affecting competitiveness;

Opportunities and challenges in the upholstered furniture industry: identify the main market opportunities and market potential of the upholstered furniture industry, as well as the main market risks and market challenges, and put forward corresponding countermeasures and suggestions;

Soft furniture industry strategy recommendations: according to the research results and analysis conclusions, put forward for the soft furniture industry marketing strategy, product innovation strategy, brand building strategy, channel development strategy and other aspects of the proposal, for the development of the soft furniture industry to provide guidance and reference.

Project Value

The value of this project is mainly reflected in the following aspects:

To provide customers with a comprehensive, in-depth and accurate software furniture industry market research and competitive strategy analysis report, to help customers understand the industry development status and trends, grasp market opportunities and challenges, and make reasonable strategic decisions;

Provide customers with professional, objective and feasible strategic suggestions for the soft furniture industry, help customers optimize product structure and brand image, enhance competitiveness and market share, and increase revenue and profits;

It provides high-quality, high-efficiency and high-satisfaction industrial market research services for customer companies, helping customer companies to enhance industry visibility and influence, enhance customer trust and loyalty, and expand business scope and market space.