Chinese chairs have become the number one product in the US market, with monthly sales of $3.53 million!

Track Analysis: Home Furnishings Sector

Author: Xiao Chuang

Over the years, home furnishings have always been a popular sector in China's cross-border e-commerce industry, demonstrating the fierce competition.

From 2023 to early 2024, furniture giants such as ZOOM, JESIA, and Aukey Technology successfully went public. Faced with the dual challenges of overcapacity in the domestic furniture manufacturing industry and slowing domestic demand, furniture brands have set sail for international expansion, seeking new blue ocean markets.

So, is it wise for small and medium-sized brands in the home furnishing industry to choose international expansion now? Can they still carve out their own niche?

The answer is yes – Sweatrispy Home Furnishings , founded in 2018, achieved sales exceeding 100 million RMB in less than a year. Its flagship products are popular overseas, and it has accumulated a huge fan base on the international internet.

P.S.: If you are also considering international expansion in the home furnishing industry but are struggling to find practical experience and marketing data to refer to, you can contact Xiaochuang to obtain the " 2024 Global Furniture Market Insight Report," which contains market insights into specific segments and the latest industry trends.

Identify the pain points of local users abroad

Sweetcrispy targets the pain points of local users abroad by focusing on people who sit for long periods in their lives and work . Since some consumers in Europe and America are larger, ordinary chairs cannot adequately meet their mobility needs. Therefore, Sweetcrispy promotes a swivel home office chair without wheels or armrests as an entry-level product for most consumers.

For the target users, this product has the following main advantages:

• Large size: The seat is 26 inches wide, suitable for users who like to sit cross-legged, and can support up to 300 pounds.
• Experience comfort: The chair's seat and backrest are filled with high-density sponge, providing a comfortable experience like sitting on a sofa. It is also resistant to deformation and features an ergonomic structure designed specifically for people who sit for long periods of time, reducing fatigue and muscle soreness.
• Flexible seating configuration: The seat height is adjustable from 15.94 inches to 19.69 inches and supports 360-degree rotation. The armrest-less design increases the freedom of sitting posture, making the workspace more convenient.

In addition to its main products, Sweetcrispy has carefully developed a diverse product line to precisely address five core everyday home scenarios: office, rest, entertaining guests, working from home, and cooking in the kitchen.

II. Creating a business website using Western thinking:

One hand has the power to convert, the other hand has precise traffic.

In terms of its business website design, Sweatrispy gets straight to the point , displaying products directly on the first screen and using almost half the screen space to display promotional discount information . This not only makes it convenient for visitors with shopping needs to make direct purchases, but also greatly encourages users to place orders.

Displaying popular products extensively on the second and third screens, along with small promotional discount elements in the upper left corner of the images, can also lead to quite good conversion rates.

It's worth mentioning that Sweetcrispy has replaced the section that used to list user reviews on business websites with videos showcasing its own products on YouTube , which is undoubtedly a very clever design.

Even users with a strong urge to buy are often not convinced by promotions; they are only truly motivated to place an order when they experience the product firsthand.

At the same time, Sweatrispy has also set up a blog section, which is an indispensable part of the SEO content strategy and determines whether a business website can obtain stable, lasting, and accurate traffic .

According to SEMrush data analysis, 55% of the traffic to this business website comes from organic search, and the proportion of direct visits is also considerable. Moreover, the high-frequency organic search terms closely revolve around the brand name, proving the effectiveness and feasibility of its SEO content strategy and demonstrating that it has cultivated a solid user community.

We can see from Sweatrispy's official website how an excellent business website is built. It not only focuses on page conversion rates and user experience , but also pays close attention to SEO content strategies, creating authoritative content that generates buzz and continuously attracts target visitors.

Only by truly grasping both aspects firmly can the trend of the results data be continuously increasing;

III. Epilogue's Thoughts

Hengjian Home Furnishings, as a rising star in the market, has emerged with its unique insights.

Upon entering the market, the product directly addressed the pain points of American office workers. After its initial success, the company quickly adjusted its strategy, expanding its product line to cover diverse needs. Based on superior quality and supported by stable and efficient delivery capabilities, the company has solidified its sales foundation.

This development model sets a benchmark for emerging brands, but the path to international expansion for a brand needs to be customized. Only by finding a strategy that suits its own needs can the best international expansion plan be achieved.

CTMON, with its focus on both conversion rates and precise traffic , has been dedicated to overseas digital marketing for B2B companies for 10 years. It focuses on researching how to help clients acquire accurate, qualified inquiries, and has served over 2000 clients.