The price of European and American furniture is set to drop. This news has caught the attention of many furniture buyers, raising questions like: When will the prices actually go down? Should consumers wait for a sale before making a purchase? And will the quality suffer if the price decreases? To provide clarity and peace of mind, we spoke with several industry insiders to get the real story.
[Image: American Villa Fudi American Style Solid Wood Suite Furniture]
European and American style furniture is becoming more popular than ever. Consumers who love this design are now enjoying more choices, no longer worrying about where to find authentic European or American-style furniture. That’s because domestic brands that have been quietly growing in Beijing are now stepping into the spotlight, along with factories from abroad expanding their presence across the country. These brands are appearing together in mainstream home furnishing stores, offering a wide range of options for buyers.
For example, the “House of Life in Europe and America†store at Lize has already opened on November 9, featuring over 40 domestic brands such as Yazhen, Dashu, Royal, Baojule, Fubao, and Yinglunhuazhuang. The plan is to bring this collection to the Shilihe store by mid-2024. Meanwhile, Chengwaicheng Furniture Plaza and Huari Furniture have revealed plans to open the “Waiwaicheng International Pavilion,†focusing on European and American furniture, including high-end custom options tailored for consumers.
Additionally, after years of development along the North Fourth Ring Road, the area is now filled with independent stores of well-known brands like Fuyi, Yazhen, FINE refined furniture, and Yihua Home Furnishing. As more European and American style furniture becomes available, this once niche category is gaining more mainstream attention and becoming less mysterious.
However, not all is smooth sailing. With increased competition, some domestic brands are preparing for a price reduction wave. The market for European and American furniture is becoming more transparent and competitive, with major retailers like Red Star Macalline and Lanjinglijia increasing their focus on this category. While this creates a safer shopping environment, it also puts pressure on brands to compete more aggressively.
In response, some businesses are adopting a strategy of lowering prices to boost sales. Most of these price cuts come from smaller and medium-sized companies, targeting traditional European and American furniture with cost-effective designs. Price reductions typically range between 5% and 10%. However, consumers need to be cautious—how can they tell if a discount is real or just a marketing tactic?
According to Ren Cheng, vice president of the actual house, there's a strict "price reduction reporting system" in place. Any merchant looking to adjust prices must submit documentation from the manufacturer proving the change. This ensures that any price drops are genuine and transparent.
Despite the growth, challenges remain. Many European and American furniture brands face issues like similar styles, unclear differences, and confusing pricing. This has led to a sense of fatigue among consumers who value unique craftsmanship and solid wood materials.
Some leading domestic brands are working hard to stand out. For instance, Dashu Furniture reproduces original European pieces at 1:1 scale, while Yi Sheng Tran collaborates with American designers and Chinese artisans to blend local craftsmanship with Western aesthetics. These efforts show that, over time, domestic brands are beginning to infuse their own identity into European and American furniture, aiming to offer more personalized and distinctive options to consumers.
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