Project background:

An office furniture brand is a well-known office furniture manufacturer in China, with multiple series of products, including desks, chairs, sofas, filing cabinets, etc. The brand has a high share in the domestic market, but its performance in the international market is not satisfactory, facing fierce competition and low profit.

Customer pain points:

The brand hopes to increase its popularity and competitiveness in the international market, expand its export business, and increase the added value and profit margin of its products. To this end, the brand needs to conduct in-depth research on the international market to understand the office furniture needs, preferences, consumption habits, purchase channels, competitors and other information in different regions and countries, in order to develop appropriate market strategies and product positioning.

Project purpose:

20236In January, the brand commissioned Shangpu Consulting to provide it with international market research services to help it analyze opportunities and challenges in the international market and formulate marketing plans and product strategies for different target markets.

Research object:

According to the needs of the brand, Shangpu Consulting selected five representative and potential international markets as the research objects, namely, the United States, Germany, Japan, India and Brazil. Shangpu Consulting collects relevant data and information on these markets through a variety of methods, including web searches, industry reports, expert interviews, and consumer questionnaires. Champ Consulting has collected a total of about.5000valid data and information.

Project Content:

Based on the collected data and information, Shangpu Consulting has conducted a detailed analysis of each target market, including the following aspects:

Market size and growth rate: Champu Consulting assessed the total demand and value of office furniture in each market, as well as the expected growth rate in the coming years. Shangpu Consulting found that the United States is the largest office furniture market, accounting for about the global market share.30%, but the growth rate is lower, only about3%. Germany is the largest office furniture market in Europe, accounting for approximately10%, the growth rate is also lower, about4%. Japan is the largest office furniture market in Asia, accounting for approximately8%, the growth rate is higher, about6%. India and Brazil are emerging office furniture markets, accounting for approximately5%and4%, growth rates were very high, reaching15%and12%。

Market structure and characteristics: Champu Consulting analyzes factors such as consumer groups, purchase channels, price sensitivity, and brand recognition in each market. Shangpu Consulting found that the United States and Germany are mature office furniture markets. Consumer groups are mainly large and medium-sized enterprises, and the purchase channels are mainly professional dealers. The price sensitivity is low and the brand awareness is high. Japan is a special office furniture market. The consumer group is mainly small and medium-sized enterprises, and the purchase channel is mainly e-commerce, with high price sensitivity and low brand awareness. India and Brazil are fast-growing office furniture markets. The consumer groups are mainly small and medium-sized enterprises and individuals, and the purchase channels are mainly e-commerce and retail stores. The price sensitivity is very high and the brand recognition is very low.

Market Demand and Preferences: Champu Consulting analyzed the changing trends and influencing factors of office furniture demand and preferences in each market. Champ Consulting found that demand and preferences for office furniture in the U.S. and Germany were affected by the new crown epidemic, with new models of telecommuting, flexible office and shared office, leading to an increase in demand for multifunctional, comfortable and environmentally friendly office furniture. Japan's office furniture needs and preferences are influenced by culture and space, and tend to be simple, lightweight, and space-saving office furniture. The demand and preference for office furniture in India and Brazil are influenced by the economy and society, with more emphasis on cost-effective, practical and durable office furniture.

Market competition and opportunity: Champu Consulting analyzes the competitive landscape and opportunity space of each market. Champu Consulting found that the office furniture market in the United States and Germany is very competitive, with a number of internationally renowned brands and local brands occupying a high market share, making it difficult to enter. Japan's office furniture market competition is more moderate, there are some local brands occupy a higher market share, but there are some international brands to enter the market, there are certain opportunities. The competition in the office furniture market in India and Brazil is relatively loose, and there are no obvious leading brands. There are many small and medium-sized brands participating in the market, and there are great opportunities.

Project Value:

Based on the analysis of each target market, Shangpu Consulting provides the brand with marketing plans and product strategies for different target markets. Champ Consulting recommends the brand:

In the US and German markets, we adopt a differentiation strategy to highlight the advantages of its products in terms of versatility, comfort and environmental protection, and cooperate with local professional distributors to improve its brand awareness and credibility.

In the Japanese market, it adopts an adaptive strategy, adjusts its product design, meets the aesthetic and spatial needs of local consumers, and uses e-commerce platforms to increase its product exposure and sales.

In the Indian and Brazilian markets, it adopts a penetration strategy to reduce the price of its products, improve the cost-effectiveness and practicality of its products, and use e-commerce platforms and retail stores to expand its product coverage and sales.