家居企业加速出海布局：东南亚市场成新蓝海，供应链全球化仍需时间
家居企业加速出海布局：东南亚市场成新蓝海，供应链全球化仍需时间
Home Furnishing Companies Accelerate Overseas Expansion: Southeast Asia Emerges as New Frontier While Global Supply Chains Need More Time
2023年以来，中国家居行业掀起新一轮"出海潮"。据海关数据显示，2024年前4个月中国家具出口额达1685.5亿元，同比增长20.4%，印证了行业国际化步伐的加速。
Since 2023, China's home furnishing industry has witnessed a new wave of "going global". Customs data shows that China's furniture exports reached 168.55 billion yuan in the first four months of 2024, a year-on-year increase of 20.4%, confirming the acceleration of internationalization in the sector.
头部企业海外扩张路线图
Overseas Expansion Roadmap of Leading Companies
多家上市家居企业近期披露了国际化战略：
Several listed home furnishing companies recently disclosed their internationalization strategies:
- 居然之家：柬埔寨旗舰店开业，计划3-5年布局10个东南亚商业中心
- Easyhome: Flagship store opened in Cambodia, planning to establish 10 commercial centers in Southeast Asia within 3-5 years
- 志邦家居：东南亚C端市场突破，2023年海外收入增长31.86%
- ZBOM: Breakthrough in Southeast Asian C-end market, overseas revenue grew 31.86% in 2023
- 金牌家居：投资7亿建泰国生产基地，一季度海外收入增长68.23%
- Golden Home: Invested 700 million yuan to build production base in Thailand, Q1 overseas revenue grew 68.23%
东南亚市场三大吸引力
Three Attractions of Southeast Asian Market
中国建筑材料流通协会会长秦占学指出，企业出海需注意：
Qin Zhanxue, President of China Building Materials Circulation Association, pointed out that companies going global should note:
- 避免价格战，建立高端品牌形象
- Avoid price wars and establish high-end brand image
- 加强企业间协同，减少单兵作战
- Enhance inter-company collaboration and reduce solo operations
- 分阶段实现"产品出海→品牌出海→供应链出海"
- Achieve "product globalization → brand globalization → supply chain globalization" in stages
目前协会正牵头建设东盟、中东、非洲海外仓网络，预计将降低企业物流成本30%以上。
The association is currently leading the construction of overseas warehouse networks in ASEAN, Middle East and Africa, which is expected to reduce logistics costs by more than 30%.
政策红利持续释放
Continuous Release of Policy Dividends
2024年两会期间，尚品宅配董事长李连柱提案建议：
During the 2024 Two Sessions, Li Lianzhu, Chairman of SOPHIA, proposed:
"由商务部牵头建立中小企业海外拓展服务机构，在主要贸易国设立办事处"
"The Ministry of Commerce should lead the establishment of overseas expansion service agencies for SMEs, setting up offices in major trading countries"
专家预测，随着RCEP深化实施，2025年中国家居行业海外营收占比有望突破25%。
Experts predict that with the deepening implementation of RCEP, the proportion of overseas revenue in China's home furnishing industry is expected to exceed 25% by 2025.
