The global financial landscape is highly volatile, and the position of China's outdoor furniture manufacturing sector is gradually shifting. How are Chinese outdoor furniture companies adapting to this changing market? What strategies can they adopt to strengthen their core competitiveness? How can they build a strong brand identity, and how can they create a distinctive "Chinese brand" that resonates on the international stage?
At the 2012 China (Guangzhou) International Outdoor Furniture and Leisure Products Exhibition, Ms. Sun Xuezhu, Executive Director and Chief Designer of Guangzhou Ying Lu Shi Furniture Co., Ltd., delivered an insightful speech. She shared her perspectives on the current state and future development of the Chinese outdoor furniture industry, covering management, design, branding, and more. Her deep understanding of the global industry and thoughtful analysis offered valuable insights for the long-term growth of Chinese manufacturers.
Creating a better and more joyful living environment through business philosophy
For any company, its purpose goes beyond making profits—it’s about creating meaningful experiences. For outdoor furniture companies, that means designing spaces that offer comfort, relaxation, and happiness. The challenge lies in communicating this mission effectively during product sales and operations, so that more people can enjoy a better quality of life.
Chengdu-based furniture companies should embed this philosophy into their employee training. When designers craft products, they should consider the user's emotions and experiences. This human-centered approach not only enhances the design but also conveys the company's values. Similarly, when workers in the workshop understand how each detail affects the end user, they become more invested in quality and craftsmanship. As a result, customers feel the care behind the product, leading to a more satisfying experience.
This connection between people and furniture can bring real change to everyday life, while also promoting the company's core values. In the end, consumers aren’t just buying products—they're investing in a lifestyle filled with beauty and joy.
China has a unique advantage in design, thanks to its rich 5,000-year-old cultural heritage. If Chinese companies can seamlessly blend traditional Eastern aesthetics with Western modern lifestyles, they can create something truly distinctive. This fusion has the potential to make Chinese outdoor furniture shine on the global stage.
Ms. Sun Xueqin’s designs have won international recognition, including the German IXI5P0GAGAFA Innovation Award. One notable example is the “petals†collection, inspired by flowers. The product features three different petal shapes that can be combined in various ways—such as a single-person bed with a table, a double bed, a hotel lobby chair, or a butterfly-shaped seat. These versatile designs suit multiple settings.
The product not only aligns with Western leisure lifestyles but also evokes the poetic imagery of Su Shi from the Song Dynasty, blending ancient and modern, East and West. It reflects a spirit of harmony between nature, culture, and human interaction, offering a fresh perspective on outdoor living.
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