Urbanization is reshaping the way people live, and as more individuals move into cities, they are forced to adapt their living environments. This transition often leads to a demand for new furniture, which in turn drives a surge in the furniture market. This growth can help offset the slowdown in the real estate sector, creating a positive ripple effect across the industry.
When products are developed with market needs in mind, combined with competitive pricing and excellent customer service, the home furnishing industry can experience renewed momentum. Companies must also embrace innovation and make strategic changes to stay relevant in this evolving landscape.
In Sichuan, a province with a large population, urbanization presents significant opportunities. As the real estate market in second- and third-tier cities continues to expand, so does the demand for home furnishings. Given that the furniture industry is a key part of Sichuan’s economy, it is well-positioned for a second wave of growth.
New urbanization is seen as a major driver of domestic demand and a powerful engine for economic development. With China's urbanization rate now over 50%, there is still considerable room for growth—especially when considering the lower rate of household registration in urban areas compared to developed nations. Over the next few decades, millions of rural residents will move to cities, increasing consumption and investment while boosting the labor force.
Sichuan’s furniture industry has long been rooted in the mass consumer market. The new wave of urbanization is injecting fresh energy into its development. For companies, this is an opportunity to reassess their strategies, better understand the preferences of younger consumers, and continue building strong brands that offer professional, efficient, and user-friendly services.
Compared to coastal regions like Guangdong, where many furniture companies focus on exports, Sichuan’s furniture industry is deeply familiar with the domestic market, particularly in second- and third-tier cities. This local expertise gives them a competitive edge, especially as traditional manufacturing sectors in the east face land-use constraints and shrinking opportunities.
Today, Sichuan furniture companies have established over 20,000 stores nationwide, reaching even the smallest towns. Their presence in the low-end furniture market is extensive and well-established. To maintain this position, companies are investing in market intelligence, preparing for future shifts, and staying ahead of consumer trends.
Industry associations are also playing a key role by helping companies navigate policy changes and explore new markets. Initiatives such as “Furniture to the Countryside†have proven successful, with some events generating over ten million in sales within just three days. The success of the Shenxin Taifu International Home Expo Center in Nanchong demonstrates how Sichuan furniture is expanding into tier-three markets.
Chengdu-based furniture brands have expanded beyond Sichuan, dominating more than 80% of the second- and third-tier markets nationwide. As policies evolve and consumer behavior changes, companies must adapt quickly to seize new opportunities. The future holds both challenges and possibilities, and those who are prepared will be best positioned to thrive in this dynamic environment.
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