The future development plan of the outdoor furniture market and its satisfaction of the needs of different groups
As the global epidemic is gradually brought under control, the tourism industry is experiencing significant recovery momentum. This positive change not only injects new vitality into the tourism industry itself, but also brings unprecedented development opportunities to the commercial outdoor furniture market that is closely related to it. According to industry data, after the epidemic, the global tourism industry recovered much faster than expected, directly driving the surge in demand for commercial outdoor furniture.
In the next five years, the Asia-Pacific region is expected to become the main driving force for the growth of the outdoor furniture market with its rich tourism resources, unique cultural charm, and rapid economic recovery. Especially in popular tourist countries such as Thailand, Indonesia, and Vietnam, with the return of international tourists, the demand for high-quality commercial outdoor furniture will grow exponentially. These countries not only have rich natural scenery, but also have complete tourism infrastructure, providing unique conditions for the explosion of the outdoor furniture market.
Take Thailand as an example. As a tourism hub in Southeast Asia, it attracts millions of international tourists every year. After the epidemic, the Thai government actively promoted the “safe tourism” policy, attracting a large number of tourists seeking relaxation and leisure. This trend directly drives the purchase demand for outdoor furniture in local hotels, resorts and other commercial venues. From leisure sofas and outdoor dining tables to parasols, smart lighting systems, etc., various types of commercial outdoor furniture products are in short supply in the Thai market.
At the same time, Europe and Japan, as traditional consumer powers of outdoor furniture, have also shown huge promotion potential in their online markets. With the rise of e-commerce platforms and changes in consumer shopping habits, more and more European and Japanese consumers tend to purchase outdoor furniture products through online channels. This not only provides a broader market space for outdoor furniture brands, but also prompts companies to increase their efforts in online marketing and brand promotion.
In Europe, Germany and France, as the main importers of bamboo and rattan furniture, are particularly fond of environmentally friendly and sustainable outdoor furniture products. As European consumers become more aware of environmental protection, the market demand for outdoor furniture products made of renewable materials continues to grow. In order to meet this demand, European outdoor furniture manufacturers continue to introduce innovative designs, combined with intelligent technology, to improve the comfort and practicality of their products.
In the Japanese market, with the rise of the “staycation” concept, more and more urban residents are beginning to create outdoor leisure spaces at home. This trend directly drives the sales growth of outdoor furniture for home use. At the same time, Japanese consumers’ pursuit of quality and design has also prompted outdoor furniture manufacturers to continuously improve product quality and innovation capabilities.
In 2021, the global outdoor furniture market will be approximately US$2.028 billion. It is expected that the outdoor furniture market will continue to grow at a compound annual growth rate of 2.79% from 2021 to 2027. According to the end use, outdoor furniture can be divided into two categories: residential (such as terraces, home gardens, etc.) and commercial (such as hotels, resorts). Compared with commercial use, sales of residential outdoor furniture that is both decorative and practical still account for the majority of the market share.
Although Europe and the United States have always been the “big buyers” of outdoor furniture, with the gradual resurgence of international tourism, the demand for outdoor furniture (especially commercial outdoor furniture) in the Asia-Pacific market, including Thailand, has increased. The Asia-Pacific region will grow at a healthy and fast pace. The market growth rate leads the global outdoor furniture sales market.
There are as many as 6.5 million people searching for information related to garden/patio furniture and accessories on Google in the United States every month, with an average CPC of about US$1.13. The market is relatively mature in Germany, the United Kingdom, France, Australia, the Netherlands, Switzerland, Japan, Norway and Canada. In China, the number of searches for relevant information per month is about 55-3 million, and the average CPC is about US$0.17-0.83, which has a high cost-effectiveness for online promotion.
Marketing strategies for different consumer groups
American consumers aged 18-29: Online shopping and pursuit of value for money
For young American consumers aged 18-29, merchants should make full use of their high reliance on online shopping and conduct precise marketing th
rough social media, e-commerce platforms and other channels. This group is not only willing to try new things, but also pays great attention to the cost-effectiveness of products. Therefore, the introduction of outdoor furniture products with affordable prices, novel designs, and practical functions will attract their attention. At the same time, providing convenient online shopping experience, fast logistics and delivery, and good after-sales service are also the keys to improving customer satisfaction and loyalty.
Differentiation Strategies for Consumers Who Rent and Own Homes
Renting consumers: As renters may face the situation of moving or changing residences, they are more inclined to choose outdoor furniture that is lightweight and easy to assemble and disassemble. At the same time, cost-effective products can meet their needs for pursuing quality of life but not wanting to invest too much money. Merchants can launch economical product lines, emphasize the portability and durability of products, and provide flexible after-sales services, such as disassembly and reinstallation services when moving.
Owned Home Consumers: In contrast, home owner consumers pay more attention to the durability of furniture and its coordination with the home environment. They are willing to pay higher prices for high-quality, well-designed outdoor furniture. Merchants can launch high-end product lines, emphasizing the unique design, high-quality materials and exquisite craftsmanship of the products, while providing personalized customized services to meet consumers’ personalized needs for home environments.
Quality pursuits of American consumers aged 30-49
For American consumers aged 30-49, they are often in a stable period of career and family, and have higher requirements for the overall quality of their home environment. When purchasing outdoor furniture, this group not only pays attention to the appearance design and practicality of the product, but also pays great attention to the material, craftsmanship and durability of the product. Merchants can launch high-quality, high-value-added outdoor furniture products, emphasizing the environmental protection, durability and intelligent features of the products to meet their pursuit of quality of life. At the same time, by providing high-quality after-sales services and regular maintenance services, we enhance consumers’ trust and loyalty to the brand.
Special needs and strategies for the European market
Customization and adaptability of large-sized outdoor furniture
In view of the tall stature of European consumers, businesses should provide outdoor furniture products of corresponding sizes. For example, the height of seats can be appropriately increased to 45-50 cm, and the height of tables can be selected to be above 75 cm. At the same time, merchants can also provide customized services and carry out personalized designs according to consumers’ specific needs and home environment. When selecting raw materials, attention should be paid to environmental protection and durability to ensure that the products can withstand the test of various harsh weather conditions.
Convenience and low maintenance requirements met
European consumers attach great importance to product convenience and low maintenance when purchasing outdoor furniture. Therefore, merchants should introduce products that are easy to clean, weatherproof and durable. For example, outdoor sofas and seats made of waterproof fabrics and easy-to-clean materials; outdoor dining tables and coffee tables designed with drainage holes. At the same time, merchants can also provide convenient after-sales service and maintenance guides to help consumers easily maintain furniture products.
Combining aesthetic value with comfort and durability
European consumers have high requirements for the aesthetic value of outdoor furniture. They like products with strong design and harmony with their home environment. Therefore, merchants should pay attention to the appearance design and details of products, and adopt simple, fashionable or regionally distinctive design styles to attract consumers’ attention. At the same time, great efforts must be made in the comfort and durability of the product to ensure that the product can maintain good condition during long-term use. By continuously innovating and optimizing product design, merchants can win the favor and trust of more European consumers.