Can’t wait! Cross-border sales will start the listing journey at the end of the year

Since staying at home has become the norm , the home furnishing products market has shown a rising trend.

Although realistic factors such as rising living costs still exist, as the " darling " of the cross-border e -commerce industry , Amazon's official data shows that online sales of home products will increase by 31.1% in 2022 and are expected to increase by 37.4% in 2024. This category has also repeatedly become a hot-selling " regular " on platforms such as Amazon and eBay .

The high demand in the market has made the home furnishing track a fertile ground for cross-border e-commerce, and sellers of related categories have achieved great performance and have started the road to listing. Recently, another major home furnishing seller in East China could not wait to start listing guidance at the end of the year.

Holding multiple patents, Cross-border Mega-Selling will start listing guidance at the end of the year

On December 5, the official website of the China Securities Regulatory Commission showed that Ningbo Euro Creative Home Furnishing Co., Ltd. ( hereinafter referred to as "Ou Lu Creative Home Furnishing" ) started listing guidance, and the guidance institution was Guosen Securities Co., Ltd.

As a cross-border seller, European Creative Home 's overseas markets include Europe, America, and Australia . Its main outdoor furniture products have also established in-depth cooperation with foreign retailers such as Carrefour and other Fortune 500 companies.

Like other home furnishing giants, Euro Creative Home Furnishing also attaches great importance to brand building. Its own brand JARDINA has opened a flagship store on Amazon, mainly selling outdoor modular sofas. Although the number of product reviews is small, the ratings are very high.

In 2017, European Creative Home was established in Ningbo. During the five years of development, its products have been continuously upgraded and improved. Specific categories include outdoor tables, chairs, tents, umbrellas and rattan series leisure products.

According to public information , Euro Creative Home Furnishing currently owns three wholly-owned subsidiaries with 100% shareholding , namely Nantong Kaixin Leisure Products Co., Ltd. ( sales of furniture, hardware products, plastic products ) , Ningbo Euro Leisure Products Co., Ltd. ( furniture, outdoor products, rattan products, etc. ) , and Ningbo Chengjun E-Commerce Co., Ltd.

In order to continue to develop overseas markets, Euro Creative Home Furnishing attaches great importance to the R&D sector and invests generously. In 2021 alone, its R&D funding reached more than 8.8 million yuan, and it launches more than 300 new products every year. Its independent designs have won the Red Dot Award and the Peak Design Asia Pacific Award. In China , it has 1 invention patent , 44 utility models, and 47 appearance patents .

It is worth noting that Euro Creative Home is also a national high-tech enterprise and a specialized and innovative enterprise. Currently, Euro Creative Home has just started the listing guidance, and the specific financial information is still to be disclosed in the prospectus.

The track has become a fertile ground for cross-border transactions, with home furnishings selling well and continuous listing and financing

In the field of cross-border e-commerce, home furnishings are one of the hottest segments.

As the top seller on Amazon, the GMV of Amazon's home furnishings category increased by 84% in the first quarter of this year compared with the same period last year . In the Prime Day activities in the past two years , almost all home furnishings subcategories on Amazon have achieved year-on-year positive growth , and it even beat electronic products in this year 's Prime Day and became the " boss " of Amazon's sales list.

It can be seen that the popularity of home furnishing products in the European and American markets continues to grow, and consumer demand remains high. There are also many home furnishing companies that have been listed and raised funds this year.

In July this year , Zhiou, a well-known cross-border Internet home furnishing brand, successfully passed the review of the GEM Listing Committee and submitted an A-share IPO registration application in September.

Over the years, Zhiou's revenue has continued to grow. Its three self - operated brands, SONGMICS , VASAGLE and FEANDREA, have become popular home furnishing brands in overseas markets . Many of its products are also ranked at the top of the best-selling lists of third-party e-commerce platforms such as Amazon all year round.

In September this year , Zhejiang Zhengte Co., Ltd., which, like Euro Creative Home, mainly deals in outdoor furniture, was listed on the Shenzhen Stock Exchange. In the first three quarters of this year, its revenue reached 1.109 billion yuan . Its prospectus also disclosed that from 2019 to the first half of 2021, Zhejiang Zhengte's revenue was 675 million yuan, 910 million yuan and 673 million yuan respectively; the total profit in the same period was 48.1392 million yuan, 94.3576 million yuan and 65.28 million yuan respectively .

In November this year , Zhejiang Tianzhen Technology Co., Ltd. was successfully listed on the Growth Enterprise Market . Founded in 2003, Tianzhen Technology, which has been deeply engaged in cross-border home furnishings , achieved revenue of 1.728 billion yuan, 2.243 billion yuan and 3.181 billion yuan between 2019 and 2021 .

In the first three quarters of this year , Tianzhen Technology 's revenue is expected to reach 2.6 billion yuan, a year-on-year increase of 31.17%.

In terms of financing, in January this year, Zhengniao, a pan-category seller mainly engaged in household products, received a strategic investment of RMB 100 million from Insai Group.

In February this year , Newme, a DTC home furnishing brand that was established only two years ago, completed a multi-million dollar angel+ round of financing. It has repeatedly won the favor of investors and has raised funds three times in just half a year .

In May this year , the smart home overseas brand Jika Technology received tens of millions of dollars in Series A financing led by NBT Capital and followed by Challenger Capital .

With intensive listings and optimistic capital, the hotness of the home furnishing track is self-evident. According to Euromonitor data, in the global consumer product market value from 2013 to 2033, home furnishing and gardening ranked fourth .

The market size exceeds 650 billion US dollars, and many big sellers have seen a significant increase in revenue

How could such a high-demand category be missed by the big sellers of general categories? The big sellers of general categories, mainly Huakai Yibai and Youkeshu, have all entered the home furnishing category. Judging from the financial reports for the first half of this year, the home furnishing category occupies one of the top positions among all its categories, with not only high sales volume but also a high share of revenue.

In the first half of this year, Huakai Yibai's home gardening category sales reached 438 million yuan, with sales of nearly 4.06 million units, the highest sales volume among all its categories.

Youkeshu’s sales of home building materials and household goods reached 85.85 million yuan, with sales of nearly 1.47 million pieces, which is also the highest sales volume among all categories.

Sales of home furnishing products in department stores of Saiwei Times exceeded 300 million yuan, accounting for 13.72% of the total revenue, and still firmly ranked second under its general category .

In addition, Aok Technology, Cross-border Communication, Tongtuo Technology, Zebao Holdings, and Santai E-commerce all sell home products on cross-border e-commerce platforms such as Amazon and eBay.

As a hot track in the cross-border e-commerce field, the market prospects of the home furnishing category are supported by various data.

According to the research of Statista , a global comprehensive database , the global home furnishing market size is about 527 billion US dollars in 2021 and is expected to reach 650.7 billion US dollars by 2027. Among them, the United States is the world's largest home furnishing market, with a market size of 226.78 billion US dollars. According to eMarketer data, furniture and home furnishings accounted for 12.1% of the total e-commerce retail sales in the United States in 2021 .

iMedia Consulting data predicts that in the next four years, the size of the global home furnishing market will continue to grow, but due to the impact of the epidemic , the Russia-Ukraine conflict and the energy crisis , its growth rate will remain at around 3%.

In terms of subcategories, home office furniture, outdoor furniture , etc. have ushered in new growth.

Due to working from home, the global office furniture market size reached US$54.2 billion in 2021 .

The United Nations Commodity Trade Statistics show that the global import value of outdoor leisure home products was approximately over US$37 billion in 2020. Among them, North America , as one of the main consumption regions, had an import scale of outdoor home products of US$10.624 billion, accounting for nearly one-third of the global market share .

Although the long-term market is positive , the home furnishing market still faces many challenges under the current energy crisis, market downturn, consumer financial crisis and other multiple pressures . Sellers need to find certainty in the uncertain market environment and grasp the market demand and consumer aesthetic needs in order to achieve double growth in sales volume and sales revenue.

Big Sell

Listing