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After the Milan Furniture Fair concluded, foreign furniture brands turned their attention toward the Chinese market, seeing it as a huge opportunity. They began conducting in-depth research on Chinese lifestyles and philosophies, aiming to establish a strong presence in the domestic market.
The local home furnishing industry, along with professional furniture agents, is working to identify key brands and capture the substantial profits that come with this growing trend.
Beyond the excitement and design at the Milan Furniture Fair, there's an interesting observation: many of these global fashion and lifestyle exhibitions seem disconnected from China. However, behind the scenes, international furniture giants are clearly setting their sights on the Chinese market.
According to the "Guangsha Times" report on the 2014 Milan home design barometer, the outlook for China was shifting from "cloudy to sunny." This signals that international furniture brands are intensifying their efforts to reach Chinese consumers through Milan as a launchpad.
From "probe and explore" to "can't wait," imported home brands are accelerating their entry into China. During the 2014 Milan Furniture Fair and Design Week, much coverage focused on "Chinese design making waves" and "Chinese companies stepping into the spotlight." While some readers felt it had little to do with them, the reality is that these trends directly impact the Chinese home furnishings sector and consumer preferences.
One Italian brand leader, who has just ended its contract with an original agent, revealed that they're looking for new partners to quickly tap into the Chinese market. "We will sign new contracts, and Chinese consumers will soon see our latest products," they said.
Meanwhile, a French brand already present in Beijing’s Home of Respect and COFCO Plaza expressed optimism about the growing demand in second- and third-tier Chinese cities. This sentiment was echoed at the "China Home B2B - Italy 2014-2015" conference, where industry leaders shared their excitement about expanding into more cities. When news broke about the "International Home Life Expo Center" project in Chaoyang District, the response was enthusiastic.
Chinese consumers are becoming more familiar with and open to international home brands. A casual survey in Beijing showed that most people knew luxury names like Hermes, Louis Vuitton, Armani, and Burberry. Brands such as Mulberry and Loewe have become part of everyday life, whether purchased locally or abroad.
While the pace of home aesthetic development may lag behind fashion, Chinese consumers are increasingly recognizing and embracing international home products. Their behavior at international exhibitions has shifted from "watching carefully" to "understanding easily."
Looking ahead, the Milan Furniture Fair remains a key indicator of global home design trends. In 2014, the forecast for China was brightening. The rise of authentic Chinese design could help dispel past issues of imitation, and soon, a wave of top-quality home products will arrive. Many foreign brands announced that their first batch of new products would hit the Chinese market in September and October—faster than ever before.
"Guangsha Times" has selected several reliable international brands to watch, offering a glimpse into the home furnishing trends of 2014.