The time for furniture to "go to sea" is ripe

Market uncertainty has intensified, and the layout of overseas production capacity of Chinese furniture companies has become the general trend. According to data from the General Administration of Customs, the cumulative export value of furniture and its parts from January to February in 2021 was US$11 billion, a year-on-year increase of 81.7%. In 2020, the export value of furniture and its parts, cushions and filling products reached US$69.075 billion, a record high since 2014.

According to HuaDing' s financial statements for the first three quarters of last year, the export of cross-border e-commerce home furnishing products contributed nearly 3.7 billion in revenue, accounting for 65.14% of the total revenue, which is amazing. In Tomtop' s self-operated website, home furnishing products still occupy the commanding heights.

Not only the original ecological sellers of cross-border e-commerce, but also the production side of large products, factory brands such as furniture and home appliances are gradually increasing the number of cross-border e-commerce. For example, Henglin shares, Yongyi shares, and Kuka Home have all ended. Kuka Home had previously released the export trend and planned to invest 5 million US dollars to establish a cross-border e-commerce company in Hong Kong. And now more furniture factories are preparing to flood the cross-border e-commerce track.

Established in 2007, Linsy is the leading brand of domestic Internet furniture. It has been in the industry for 14 years. As early as June 2017, it began to deploy its export business. In 2017, he joined hands with Lazada "Taobao Featured" for global flash sale sales, and built an ideal life model room in the local area to have a close interactive experience with consumers. Target countries and regions for overseas sales include Singapore, Malaysia, Australia, Hong Kong and Taiwan.

Beginning last year, Linsy has launched a cross-border e-commerce platform. Recently, it has also entered Amazon's US, Germany, and UK stations, as well as Wayfair.

Leveraging the power of data to embrace global new retail

The answer to how popular furniture brands are going overseas seems to be gradually clear. With the rapid development of the times, the industry has set off a new retail "trend" based on the Internet. Who can take off under the wind?

For a long time, Linsy, which has relentlessly recruited in the field of Internet and home furnishing new retail, has used big data to penetrate the "people, goods, and fields" of new retail, and has expanded the territory of offline new retail with great momentum. Every step in this process contributes to the expansion of Linsy' s overseas business territory, and contributes to the foundation.

Look inward-domestic e-commerce experience blesses the way to sea

Based on the perspective of "people", Linsy Wood not only provides answers from the perspective of consumers, but also further deconstructs "people" from the perspective of traffic. It is reported that it has covered mainstream e-commerce channels such as Tmall, JD.com, Suning, with more than 20 million omni-channel fans. At the same time, it has integrated the live broadcast channel into its brand marketing strategy; Consumer demand-oriented to achieve rapid product iteration; based on the "field" aspect, a more detailed scene-oriented and personalized segmentation is carried out.

Linsy Wood has extremely cutting-edge and precise insights into consumer demand, and synchronization also lays a solid foundation for further precise opening of overseas user markets.

Up to now, LINSY Wood is accelerating its new retail layout with an average monthly rate of opening 10 stores. It has opened 511 offline stores nationwide, and online and offline marketing are parallel.

Looking outwards-the successful experience of testing the water in overseas markets

Relying on the successful experience of the domestic new retail model, LinSY Wood has once again taken the initiative to take the first step in the overseas market, directly opening its offline stores to Malaysia, South Korea, Singapore and other countries. In order to better provide localized services, LinSY Wood focuses on designing the showroom layout of the dealership stores in accordance with the consumer culture of the local country.

Take Malaysian dealerships as an example, combining the brand's multi-style and full-category characteristics, and the scattered furniture that Malaysian consumers are more familiar with, to create a shopping scene that is more in line with the local consumer culture, and further implement the "home space solution intelligent manufacturer" brand positioning, and achieved initial results.

Furniture cross-border e-commerce "tough battle" to go overseas

As a "star of the Amoy family" in the furniture industry, Linsy wood has been steadily and steadily in every step of the sea with the help of the domestic e-commerce red sea battles accumulated in the game and experience.

Overseas brand awareness building

From the perspective of cross-border e-commerce, a successful brand includes at least two aspects: on the one hand, it has a high brand premium capability, and a product without brand premium capability cannot bring higher profits to compensate investment in management and marketing; on the other hand, the ability to control channels.

Linsy Wood pointed out that in order to make its brand more acceptable overseas, it will find overseas market data through multiple channels, and use data analysis, product competitiveness models, NLP natural language semantic analysis and other tools to explore consumers’ pain points and itch points, and then return to market data through different materials and functions to support multi-dimensional explosive product layout by price segments.

At the same time, SNS online marketing is used to increase the online exposure of brands and products on international mainstream social media such as Facebook and Twitter. Combining single products and scene-oriented spaces, through videos, product disassembly pictures, etc., to allow more overseas consumers to experience the quality of furniture products and the lifestyle they bring, and to more intuitively convey the brand to consumers cognition and philosophy.

In addition, it will increase the investment of overseas advertising resources. In addition to the regular Google advertising, it will also deepen the cooperation with overseas vertical media. For example, Linsy Wood Industry recently accepted an interview with the authoritative American furniture magazine Furniture Today. Cooperating with overseas factories to explore stores and live broadcast projects, etc., so as to increase the brand's overseas reputation and gain the trust of international consumers.

Strengthen the core advantage of the supply chain

As a leading domestic furniture brand company, Linsy Wood also has advantages in its overseas business that other companies can’t match—open and integrate more than 180 high-quality domestic and foreign suppliers, relying on a strong supply chain operation system to ensure product quality and order supply stable, the current procurement SKU of all categories has reached 7000. In addition, relying on the advantages of Guangdong's furniture industry cluster, the traditional furniture production, design, operation, and modern storage and transportation are connected in series.

Choose the "light asset" flexible supply chain model, and form a vertical supply chain synergy by cooperating with excellent suppliers. The new products are fast, the style is novel, and the category is rich, providing overseas markets with more cost-effective and high-quality products.

According to public information, Linsy Wood currently sells as many as 13,000+SKU products throughout the year, covering three major sections: finished products, customization, and household products.

Optimistic about the export market, business executives personally take command and force Amazon

Insufficient overseas production capacity caused by the global epidemic, while working at home, has driven a substantial increase in demand for computer chairs and study desks, which has contributed to the overall increase in furniture exports. From a trend point of view, Chinese furniture with high quality and good price and high-value design has begun to sell, which also means that overseas consumers have begun to pay for China.

Talking about how to look at the future export market momentum? And how to make efforts to deploy overseas markets in 2021? In this regard, Peng Tao, Vice President of Linsy Wood, said: The sales target of this year's overseas business segment is to double the same period last year. At the same time, channel resources and traffic will be increased. He will personally lead the team and focus on the Amazon e-commerce platform.

At the same time, Peng Tao also revealed that starting this year, Linsy Wood will carry out a new round of adjustments and upgrades to the overseas supply chain, from product-side manufacturers to service providers such as warehousing, customs declaration, logistics, payment, and marketing, to create an efficient cross-border supply chain and logistics service system.

It is foreseeable that Linsy Wood has been a dark horse in the industry for 14 years based on its in-depth understanding of users, forward-looking deployment of strategies, accurate market judgments, and innovative integration of channels.

Right now, it is rapidly deploying its global business and facing a new historical stage with an innovative Internet brand. It will surely realize its brand mission more steadily and win a broader blue ocean in the next 14 years.