A foreign survey shows that 88% of Americans are less satisfied with their home outdoor space, so they are keen to upgrade and renovate it in their spare time; 66% of respondents are generally satisfied with the outdoor style, and another 45% are more concerned about the comfort of their home outdoor space. The outbreak of the new coronavirus pandemic has led to a significant increase in the time Europeans and Americans spend at home. In order to kill time in the long and boring isolation life, many people have devoted more energy to family outdoor activities, using gardening, barbecues and other forms of entertainment. Based on the demand of Europeans and Americans for garden activities, outdoor home products such as sofas, rattan chairs, and lighting fixtures have come under the spotlight of e-commerce consumption, ushering in an opportunity period of explosive growth. China has long been a major furniture manufacturer. Benefiting from the empowerment drive of the domestic supply chain, many hot brands have emerged in the furniture overseas market. Now, facing the outdoor furniture industry, which is gaining momentum, how can overseas players keep up with the market trend and tap into new growth space? There is a blue ocean market, and the price of outdoor furniture orders has skyrocketed
Looking at the world, although the home furnishing market is increasingly competitive and faces multiple constraints while welcoming development opportunities, the outdoor furniture branch still has ample room for growth. How to understand market trends and take targeted actions is a key to overseas sales. North America dominates, and courtyard culture stimulates category growth
Statista data shows that the global outdoor furniture market size reached US$47.8 billion in 2021, an increase of 179.53% from 2020. The North American region accounted for 42% of the market share, and the United States ranked first with sales of US$16.4 billion.
In the United States, most families live in single-family homes or villas, so courtyards with gardens and lawns have become an important part of their homes. Dating back to the European colonial period, building gardens and landscapes around houses was a symbol of social status. As the times have evolved, the construction of residential courtyards is now more based on Americans' love of nature and outdoor activities. Such a living environment has also nurtured a strong courtyard culture. From lawn mowing and landscape design to backyard social activities such as barbecues, parties and carnivals, the increasingly diverse courtyard culture is stimulating the surge in consumer demand for outdoor home products, creating a comfortable and harmonious outdoor activity space through the design of furniture and garden landscape complementing each other. Especially with the help of the epidemic, the online sales market of outdoor furniture has been further boosted. A survey conducted by Wakefield Research showed that many Americans spent their quarantine period through outdoor barbecues, outdoor exercise, outdoor dinners and other garden activities. Among them, 58% of respondents plan to purchase at least one piece of furniture or accessories for their outdoor living space, with the main items including grills, stoves, lounge chairs, lighting equipment, dining tables and chairs, sofas and umbrellas. April to August is the peak sales season, and consumer preferences tend to be diversified
Outdoor home products show strong seasonal characteristics. According to Google search trends, the search volume for outdoor furniture products in the United States usually starts to rise significantly from March. As the climate gradually warms up, the category ushers in a boom period in the summer, and the main sales peak season is concentrated in April to August.
Focusing on consumer portraits, the age group of outdoor furniture consumers is mainly concentrated in adults aged 25 to 50. With the rapid development of online e-commerce, the demand preferences of consumers of different age groups are gradually becoming diversified. - Millennials: Millennials are keen on the versatility and sustainability of outdoor furniture products. They not only like products with creative designs and rich functions, such as furniture that can be converted into storage space or beds, but also pursue environmental protection and sustainability of products, and are more inclined to choose furniture made of environmentally friendly materials.
- Generation X: Generation X consumers pay more attention to the durability and practicality of outdoor furniture. They usually choose furniture made of high-quality materials and prefer traditional design styles.
- Baby Boomers: The consumer demand preferences of the baby boomers are reflected in the comfort and design style of the products. They prefer comfortable sofas, reclining chairs and other outdoor furniture, and are fond of classical or traditional designs.
It is worth noting that in addition to North America, the main market, the outdoor furniture industry in other regions also has huge sales potential. In the European market, outdoor furniture is characterized by high-end, fashionable and strong sense of design. Consumers have high requirements for quality and pay attention to the comfort and appearance design of the product. Germany, the United Kingdom, France and other places are the main consumer markets. Consumers in the Asian market pay more attention to price and practicality, and have relatively low requirements for design and quality. Hot-selling products are mainly leisure tables and chairs and garden sofas. The Latin American market is a rising emerging market , among which Brazil and Mexico have the fastest growth rates. Consumers mainly pursue the practicality and durability of products. In summary, outdoor furniture consumers of different age groups and markets present diverse characteristics, so sellers need to fully understand consumers' demand preferences, cultural background, etc., and provide products of different types and styles. In addition, establishing a good brand image and increasing product exposure through social media marketing channels are also necessary sales methods. 2 of the top 5 sellers sell this product, and 70% of the BSR links sell this product According to a survey by a foreign research institute, gardening activities increased by 57% and outdoor leisure activities increased by 58% during the epidemic. The far-reaching influence of courtyard culture, coupled with the growing demand for outdoor life and the camping economy, the overseas outdoor home market is showing a booming growth trend. Many cutting-edge brands have emerged in the field of outdoor furniture going global. For example, Outer, founded in 2018, relied on the strategy of creating the ultimate single product and seized the dividend of the times with an outdoor sofa. Its sales exceeded 10 million in just two years after its establishment, and it received more than 60 million US dollars in financing in 2021. Another example is the well-known furniture brand Zhiou Technology, which also launched a series of outdoor home products. Its main products include rattan furniture sets, fences, garden tables, etc. In 2021, its annual revenue from garden products reached 633 million yuan, about 1.5 times that of the previous year. At the same time, the booming development of online e-commerce has further boosted sales in online channels. Therefore, as the world's largest e-commerce platform, Amazon's outdoor home category has ushered in a period of explosive growth under the dividends. A market insight report released by ecommerceDB shows that among the top five sellers in Amazon's global market, two are mainly engaged in outdoor furniture categories, namely Spreetail ranked first and Best Choiceproducts ranked third. Among them, Spreetail's sales in 2021 reached US$702 million, nearly twice that of the second-ranked brand. Among the top ten outdoor home BSRs on Amazon, sofa, table and chair combination sets have the highest sales volume, and most of them are seat combination sets, which come with gas fire pits, glass wind shields and other configurations, closely grasping the mainstream needs of consumers for courtyard barbecues and gatherings. It is worth noting that 70% of the product links sell rattan chairs. On the one hand , compared with metal, plastic and other materials, rattan sofas are more durable and can withstand sunlight and rain. On the other hand, as a natural material, rattan is environmentally friendly while providing comfort and beauty. Thanks to the above advantages, rattan chairs have become a hot-selling item in the outdoor furniture category. Focusing on the categories, the best-selling outdoor furniture categories on Amazon at this stage include dining table and chair sets, sofa sets, rocking chairs and lounge chairs, hammocks, parasols, lighting, storage cabinets and shelves, etc. The main functional characteristics are to be suitable for family outdoor activities and provide a comfortable leisure place for outdoor space, so product development often needs to grasp the needs and characteristics of outdoor activities. From the perspective of popular styles, it can be divided into simple modern style, pastoral style, industrial style and European style. Simple modern style usually uses metal, wood and other materials, and the colors are mainly black, white and gray; pastoral style furniture is good at using floral pattern elements and mainly uses natural colors; the selling point of industrial style is cold, mechanical and frosted texture; European style furniture often incorporates exquisite carvings, gorgeous patterns and other designs. From the perspective of consumer demand preferences, the current Amazon outdoor furniture market mainly presents three major trends: With the diversified development of outdoor activities, consumers have various demands for socializing, exercising and other activities based on these scenes, so they tend to pay more attention to the richness of product functions, such as dining table and chair combinations with storage functions, rocking chairs that can be folded for storage, and detachable sofa sets. 2. Green consumption awareness is increasing Under the influence of the carbon neutrality goal, the concept of low-carbon and environmentally friendly life has increasingly penetrated into consumers' purchasing behavior. Therefore, more and more people are beginning to choose outdoor furniture products made of sustainable materials, such as dining tables and chair sets made of recycled materials, and degradable sofa sets. 3. A new trend of intelligence is taking off Under the wave of smart technology, consumers' demand for intelligent outdoor furniture is also increasing, such as outdoor furniture products with smart speakers, light sensors, etc. Whether it is the home quarantine stage or the free vacation period, barbecue parties, chatting, drinking tea, and enjoying sunbathing in the courtyard have become a necessary form of entertainment for more and more Europeans and Americans. The resulting consumer demand has also stimulated the outdoor home furnishing market to surge in business opportunities. Facing this track with huge room for growth, grasping consumer preferences and building product strength are the key business strategies for cross-border merchants.
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