A scenario analysis of furniture industry in Chongqing area

This dissertation investigated the furniture industry in Chongqing area to understand its market situations and to provide advisory opinions for foreign furniture merchants, especially for Italian brands. Chinese real estate industry stimulated Chongqing’s furniture market. Currently, it has developed into an intensely competitive market with large growth potential. In Chongqing, the main distribution and retail channel is the big furniture store, there are three most influential stores regarding high-end imported furniture market. Italian furniture is mostly appreciated by the design and quality; however, the price is too high to be diffusely accepted. Imported furniture products possess problems such as waiting time, price positioning, and style preferences. Chongqing furniture market is developing towards globalization, and expanding the middle- and high-end market; meanwhile, this market has started the trial of e-commerce. Italian furniture merchants could progress further in furniture market of Chongqing area by paying more attention to the steps of localization, market communication, e-commerce, and authentication and post-service.