In China, as the quality of life constantly improves, people more and more want to invest in home and commercial properties decoration.
This gives space to imported goods, especially if  "ECO" AND “environment-friendly”, include ergonomics elements and, most importantly, provide great variety of styles and designs for buyers to choose from.

Trends have a strong influence on consumers’ purchases. In choosing furniture and accessories, they give great importance to “quality” and “style”; by comparison,  “prices” are less important than “quality” and “style”.

Furniture manufacturers in China are much less concentrated than in other industries and, as a result of the low industry concentration, there are hardly any brands that claim a dominant position in the market.
Regarding their competition, furniture brands are no longer fighting for first-tier cities, but are gradually shifting their focus to the furniture market in second and third-tier cities. While the economic and consumption scale is smaller in second and third-tier cities, the market offers better possibilities for development. So tapping into the medium and low-end market will become a key marketing strategy.
Foreign furniture industry players have now stepped up their pace to enter the Chinese market. For example, up to 2015 IKEA had opened 16 stores in China and intends to expedite its pace of expansion in China and plans to open three new stores in the country every year between now and 2020.