Nghia Son Furniture and Its Direct-to-Consumer Strategy for Exporting Wooden Furniture to the U.S. Market
The transformation of Nghia Son Furniture from a traditional export model to direct-to-consumer sales through e-commerce platforms such as Amazon, Wayfair, and Walmart.
Nghia Son Furniture and Its Direct-to-Consumer Strategy for Exporting Wooden Furniture to the U.S. Market
Amid the rapid transformation of the global wood furniture market, many Vietnamese manufacturers are shifting from traditional export models to direct-to-consumer (D2C) sales via cross-border e-commerce platforms. This strategy is considered a crucial approach to improving profit margins and achieving more sustainable market expansion.
One of the pioneers in this transformation is Nghia Son Furniture—a long-established wood furniture manufacturer with extensive export experience, now gradually building its own brand in the international market.
Emerging Trends in Vietnam’s Wood Furniture Industry
At industry seminars held within international wood and furniture exhibitions, experts emphasize that cross-border e-commerce is opening up significant opportunities for Vietnamese enterprises.
By closely monitoring pricing in key markets, investing in product design, developing proprietary brands, and selling directly to end consumers, Vietnamese furniture companies can significantly enhance product value instead of remaining in traditional OEM/export-processing segments.
The United States is considered a strategic market for Vietnamese furniture exporters. According to market data, the U.S. is currently the world’s largest furniture market, with total consumption reaching approximately $253.8 billion in 2023. Notably, e-commerce accounts for nearly 30% of total furniture sales revenue (Source: Amazon data).
This clearly highlights the immense potential for Vietnamese businesses if they effectively leverage online sales platforms.
The U.S. Market is Considered a Major Opportunity for Vietnamese Furniture Enterprises – Photo: Tuoi Tre Newspaper
Nghia Son Furniture’s Transition from B2B to B2C
Speaking at an industry seminar, Mr. Huynh Le Dai Thang – Director of Nghia Son Wood Furniture Co., Ltd., shared that the company began shifting toward a direct-to-consumer (B2C) business model during the COVID-19 pandemic.
Accordingly, instead of relying solely on traditional B2B export channels, Nghia Son proactively developed online sales channels to directly reach international customers.
To date, the company has successfully sold its furniture products directly to overseas consumers through multiple major e-commerce platforms, including:
- Amazon
- Wayfair
- Walmart
- The company’s official e-commerce website
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E-commerce has become a fundamental and universal trend across all industries.
Products are marketed under the brand “ Victory Relax ”—a proprietary furniture brand developed by the company.
This strategic approach enables the company to:
- Directly reach end consumers
- Enhance product value and profit margins
- Reduce dependence on intermediary importers
Challenges in Transitioning to E-commerce
Although the direct-to-consumer model offers significant opportunities, transitioning from contract manufacturing to e-commerce is far from simple.
According to Mr. Huynh Le Dai Thang, Vietnamese furniture manufacturers possess strong B2B production capabilities. Therefore, shifting to a B2C model presents numerous challenges, especially in the early stages.
Common challenges include:
- Limited experience in e-commerce operations
- Rapid changes in technology and sales platforms
- High demands for marketing and brand building
Therefore, businesses need continuous training and regular updates in knowledge and capabilities to effectively adapt to the ever-evolving business environment.
The Role of Human Resources in Digital Transformation
One of the key factors driving success in e-commerce is a skilled and professional workforce.
According to representatives of Nghia Son Furniture, the company has built a dedicated e-commerce operations team, consisting of young professionals with high adaptability and the ability to quickly absorb new technologies.
This team is responsible for various critical functions, including:
- Managing product listings and catalogs on e-commerce platforms
- Conducting market research and analyzing consumer trends
- Developing and optimizing online marketing strategies
- Overseeing logistics and customer service operations
Investment in both human resources and technology is considered a crucial step for Vietnamese furniture manufacturers to enhance competitiveness in the global market.
Building a Professional Workforce Aligned with E-commerce Operations
Opportunities for Vietnamese Furniture in the U.S. Market
According to industry experts, Vietnamese furniture manufacturers hold strong competitive advantages in the “affordable luxury” segment—offering high-end aesthetics at reasonable prices.
This segment typically includes products that:
- Deliver high perceived value
- Feature modern and appealing designs
- Maintain competitive pricing compared to premium brands
Product categories such as:
- Wardrobes
- Bed frames
- Bedroom furniture
- Living room furniture
are considered to have strong growth potential on international e-commerce platforms.
Notably, to succeed in e-commerce, manufacturers must prioritize designs that are easy to assemble, optimized for shipping, and convenient for quick home installation.
Nghia Son Furniture in the Evolution of Vietnam’s Wood Industry
Nghia Son Furniture’s transition to e-commerce reflects a broader transformation within Vietnam’s wood furniture industry in its new development phase.
Instead of focusing solely on industrial production, companies are increasingly shifting toward:
- Building distinct brand identities
- Investing in product design and innovation
- Engaging directly with end consumers
This strategic direction not only enhances product value but also contributes to elevating the global image of Vietnam’s furniture industry.
Conclusion
In the context of rapidly evolving global trade, the shift toward direct-to-consumer sales via e-commerce is increasingly viewed as a strategic move by Vietnamese furniture manufacturers.
With strong manufacturing expertise and a focus on brand development, Nghia Son Furniture is steadily leveraging e-commerce opportunities to expand its market reach and connect directly with international consumers.
The transformation of companies like Nghia Son not only creates new growth opportunities for themselves but also strengthens the position of Vietnam’s wood furniture industry on the global trade map.
