Furniture Industry
Yu, Yanqi (2014)
Kuvaus
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Tiivistelmä
In recent year, the Chinese furniture market has been vigorously development due to the continually openness of Chinese economy, especially in the high-end market presents the increasing trend. This phenomenon not only spurs domestic furniture enterprises to accelerate the space of seizing consumers' preferences, also make many foreign high-end brands enter Chinese market. At present there are 200 Europe furniture brands already established business in China. The focused consumers in Chinese furniture market mainly from the aged group between 30 to 50 years old with stable job and have been married, and even have one or two Childs in family. They are advocating the furniture products with simple, natural, health, fashion but also bring some traditional elements. For instance, the Nordic furniture brands of IKEA and BoConcept have seized so many Chinese consumers. However, the known with high-end and high quality Finnish furniture brands have not yet entered such huge Chinese market until now.
So this thesis is aiming at opening the Chinese market opportunity for Finnish furniture companies, and provide a basic entering theories and market analysis based on a Finnish furniture company (High-end brand) as case study. From the aspects of entering possibility, entering models, and entering strategies discussing Chinese market. The methods which are used in the thesis include primary data from a Finnish furniture company's information and interview, a Chinese furniture company's market data and interview as well as the questionnaire conducted for Chinese consumers; the secondary data are mainly from a large number of literature review and Chinese market reports. In fact, there are three main considerations and strategies for Finnish Furniture Company enter China from thesis analysis: Totally understand the PEST model with Chinese furniture market; Achieve localization; and bring furniture technologies into Chinese market. Once the Finnish furniture company achieves these three aspects, it will obtain a big market in China.
So this thesis is aiming at opening the Chinese market opportunity for Finnish furniture companies, and provide a basic entering theories and market analysis based on a Finnish furniture company (High-end brand) as case study. From the aspects of entering possibility, entering models, and entering strategies discussing Chinese market. The methods which are used in the thesis include primary data from a Finnish furniture company's information and interview, a Chinese furniture company's market data and interview as well as the questionnaire conducted for Chinese consumers; the secondary data are mainly from a large number of literature review and Chinese market reports. In fact, there are three main considerations and strategies for Finnish Furniture Company enter China from thesis analysis: Totally understand the PEST model with Chinese furniture market; Achieve localization; and bring furniture technologies into Chinese market. Once the Finnish furniture company achieves these three aspects, it will obtain a big market in China.