In the home furnishings industry, March has traditionally been a time for price hikes. However, this year’s strategy is more subtle—rather than openly raising prices, many manufacturers are using “invisible price increases†by introducing slight design changes to existing products and rebranding them as new models. For example, a sofa with only a minor adjustment to its armrests can now be priced significantly higher than the previous model, sometimes by thousands of dollars.
According to a survey conducted by Huaxi Dushi Bao, many retailers have already started adjusting their prices post-holiday, with some even increasing prices before the Spring Festival. This trend has left consumers confused, as it's becoming harder to distinguish between real product improvements and strategic pricing tactics.
At Chengdu Bieyi Furniture City, the sales team reported receiving over 17 calls per hour on the last day of the holiday, all asking when the store would reopen. While the market appears to be booming, the pressure on furniture companies is growing. As Steve Rowland’s marketing manager Cai Chengwei explained, they’ve received notifications from manufacturers about upcoming price adjustments. However, at present, most companies are holding off on official price hikes unless material costs rise too much. Local branches may also adjust prices based on regional conditions.
One customer, Mr. Bowe, expressed frustration after seeing a coffee table he had previously considered buying for 1,500 yuan now priced at 1,850 yuan. “I thought there would be promotions around the Spring Festival, but I didn’t expect it to go up so much,†he said. It seems that while every store claims to be offering discounts, the reality is that home furnishings are becoming more expensive overall.
Some stores are using “new products†as a way to justify higher prices. In one sofa brand store, a “new model†was available for reservations, but the price was significantly higher than the previous version. Upon closer inspection, the only difference was in the handrails, with no visible change in materials or quality. Sales staff claimed that increased raw material costs, freight, and labor expenses justified the price increase, though consumers remain skeptical.
Industry analysts suggest that home building materials are not daily necessities, so consumers tend to be less sensitive to price changes. This makes it easier for manufacturers to implement quiet price hikes. While plate and solid wood furniture have seen small increases, solid wood items—especially those made from premium woods—have experienced more noticeable price jumps. European-style furniture, which is already expensive, is unlikely to see major increases due to its high initial cost.
Looking ahead, experts predict that this spring’s home furnishings promotions will be more aggressive than ever. Many companies began offering discounts as early as February, and dealers are under pressure from rising rents and production costs. According to Wu Zhiwei, manager of Guangdong Baojule Home’s Chengdu branch, consumers should consider purchasing furniture from Guangdong and coastal regions soon. This is because dealers are trying to secure orders for the three major exhibitions in Guangdong, and they may offer better deals to clear inventory before the end of the season.
Additionally, some dealers are looking to refresh their product lines, making this an ideal time to buy. Many manufacturers are also aiming for a strong start to the year, so prices might not be as high as they could be. However, after March, it's likely that prices will rise again, especially in time for the May Day holiday peak season.
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