Research On Development Strategies In China’s Emerging Furniture Designers’ Brands

With the continuous development of domestic economy and society, in recent years,there are many furniture designers choose to start their own business. These furniture designer’s brands have reached new heights in design quality and business performance. But there are still many furniture designer’s brands perform poorly in the market due to various reasons. The author did the research through long-term observation and indepth interviews on telephone with several founders of key furniture designer’s brands, and large amount of desktop research and on-the-spot investigation etc.. In this article, first, the author analysed the phenomenon of the emerging of furniture designer’s brands in today’s market, and the reasons behind the rising. Then came with a detailed analysis of all the strategies that furniture designer’s brand took, including the way of production, the control of manufacturing quality, how to choose distribution channel, how to manage the team, how to deal with venture capital, how to do brand marketing, and so on. At the end of this article, the author used SWOT method to analyze all the advantages and disadvantages these furniture designer’s brands have, and all the opportunities and risks they are facing in the current domestic policy and economic environment. At last, the author presented several strategies based on the SWOT analysis, such as put more effort on customized furniture, use the Internet marketing thinking to build the trust between customers and brand and don’t scale but focus on specific area, etc. The author expects that the conclusions and advises would be helpful for these furniture designer’s brands and those who want to start their own brand as a designer in the coming future.