CIFF Shanghai not only showcases the evolving design language and quality standards of China’s home furnishing industry, but also aims to provide reliable market references for global buyers and partners. Through a more structured brand recommendation system, it seeks to foster an efficient, transparent, and sustainable global collaboration ecosystem—and to witness, together with the industry, a new chapter of Chinese brands on the world stage.

When selecting a sofa in Milan or New York, one might not realize that the soft fabric under their fingertips or the refined cabinetry design before them could very well originate from China. Today, Chinese furniture is no longer synonymous with low-cost manufacturing. Instead, it is powered by strong industrial capabilities and elevated by a new design aesthetic, actively reshaping its role in the global home furnishing landscape.

In 2025, CIFF Shanghai attracted 11,873 overseas visitors, marking a year-on-year increase of 13.23%, with professional attendees coming from 152 countries and regions worldwide. Beyond export-oriented sourcing, a growing number of international buyers also visited Hall 4.1 of Design Eden this year. Here, global buyers are shifting their focus from simply purchasing “Made in China” products to actively exploring “Chinese brands.”Against this backdrop of transformation from product export to brand value export, Coomo Home Furnishings stands out as a compelling example. Anchored by three core pillars—manufacturing strength, global expansion, and design capability, Coomo offers a practical and scalable pathway for Chinese furniture brands going global.China’s global competitiveness in furniture begins with its irreplaceable manufacturing ecosystem. According to data from the General Administration of Customs of China, China’s furniture and parts exports reached RMB 483.034 billion in 2024, marking a 7.0% year-on-year increase. Exports to key European markets such as Germany grew by 30.71%, highlighting strong international demand. Behind this growth lies the well-established industrial clusters in Dongguan and Foshan. As of 2025, these core industrial clusters contribute approximately 70% of the total output value of China’s furniture industry. Dongguan’s Houjie alone is home to over a thousand furniture manufacturers and supporting enterprises.

Rooted in Houjie, Dongguan, Coomo has fully leveraged this industrial advantage. The company operates a self-owned production base of 800,000 m², supported by over 6,000 skilled professionals, and equipped with advanced production lines from Germany and Italy. This enables full-process control—from raw material inspection to final delivery. To meet global quality standards, Coomo has established a laboratory compliant with ISO 17025, and introduced one of the industry’s limited comprehensive testing systems for sofas and mattresses, ensuring durability and comfort through automated testing. With such capabilities, Coomo’s intelligent hardware components have successfully entered markets including the United States, Germany, and the UAE—marking a transition from technology import to technology export.Chinese furniture brands have moved beyond passive order-taking and are increasingly stepping onto the global stage. At leading international exhibitions such as the Salone del Mobile. Milano and the High Point Market, Chinese brands are becoming ever more visible. Coomo’s strategy, however, goes beyond short-term exposure—it emphasizes long-term market cultivation.To date, Coomo’s global service network spans Europe, Southeast Asia, and the Middle East, including a flagship store of over 1,000 square meters in India. Around 60% of its clients are designers or design-related professionals, aligning closely with CIFF Shanghai’s audience profile. At CIFF Shanghai 2025, Coomo signed agreements with more than 10 partners and established 65 ongoing overseas leads, further advancing its global retail footprint. This model—expanding channels through exhibitions while building brand presence through independent stores—transforms Chinese furniture from display pieces at trade fairs into accessible lifestyle products for overseas consumers.

If manufacturing serves as the “hard foundation” for global expansion, then design acts as the “soft bridge” connecting with overseas consumers. In the past, Chinese furniture was often criticized for imitation. Today, however, it has evolved from following trends to setting them. The strong recognition Coomo has received in international markets is a clear reflection of this transformation.To better adapt to the needs of different markets, Coomo collaborates with cross-cultural design teams around the world. Given the varying sensitivities to trends across regions, its design teams integrate local aesthetic elements and rapidly refine product details, forming a design mechanism characterized by “local adaptation and rapid response.” Rather than relying on a single design language, Coomo focuses on real user needs. This approach allows its products to move beyond the stereotype of “stacked cultural symbols” and instead become refined, high-quality choices that genuinely align with local lifestyles in overseas markets.From strengthening its manufacturing foundation through industrial clusters, to building brand recognition via global retail networks, and further to bridging cultural differences through original design, Coomo’s journey demonstrates that Chinese furniture globalization has entered a new stage driven by brand value.，CIFF Shanghai has also observed that an increasing number of Chinese home furnishing enterprises are exploring diverse pathways to global expansion. Looking ahead, CIFF Shanghai will continue to support this momentum—empowering more brands like Coomo to establish a strong presence in global markets and accelerating the transition from “Made in China” to “Branded in China.”。

September 5–8, 2026

National Exhibition and Convention Center (Shanghai Hongqiao)The 58th CIFF Shanghai looks forward to welcoming global home furnishing brands to Shanghai Hongqiao.并进一步积攒了65个海外客户持续跟进，推动海外门店的布局。这种 “以展会拓渠道、以门店树品牌” 的模式，让中国家具从 “展台上的展品” 变成了海外消费者日常可及的 “生活好物”。

如果说制造是出海的 “硬支撑”，设计就是连接全球消费者的 “软桥梁”。过去，中国家具常被诟病 “模仿抄袭”，如今已实现从 “跟风” 到 “引领” 的转变，楷模家居的设计能力在海外市场的叫好声中，正是这一转变的典型体现。

为适配不同市场的需求，楷模对接全球各地的跨国设计团队，面对全球各地市场对潮流趋势的不同敏感度，设计团队会结合当地流行元素，快速调整产品细节，形成 “本地适配、快速响应” 的设计机制。这种不依赖单一风格、专注用户真实需求的设计哲学，让楷模的产品在海外市场摆脱了 “文化符号堆砌” 的刻板印象，成为真正契合当地生活方式的 “品质之选”。

从依托产业集群夯实制造基础，到通过全球门店建立品牌认知，再到用原创设计打通文化壁垒，楷模家居的实践证明，中国家具出海已进入 “品牌价值驱动” 的新阶段。

CIFF上海也关注到越来越多的中国家居企业正在以不同的方式探寻出海新路径，2026年CIFF上海也将持续助力中国家居企业的品牌出海，越来越多像楷模这样的品牌在全球市场站稳脚跟，助力品牌从“中国制造” 升级为 “中国品牌” 。