In 2003, the world economy finally walked out of a lingering recession and embarked on the path of recovery. The post-crisis era has been full of challenges and expectations. For China‘s furniture industry, the main concerns remain to be challenges, including the tightening control over the real estate sector, economic structure adjustment in the domestic market, and the mounting pressure of RMB appreciation on the international market expansion. In spite of the uncertainties of the economy and the market environment, China's top furniture brand CAMERICH continued to focus on its brand building. Through a series of campaigns in the fashion and art markets and unyielding exploration on future human habitats, CAMERICH has enhanced the brand value, improved its corporate image and achieved steady development of the enterprise and the brand.  

The biggest highlights of CAMERICH's branding efforts in 2013 include strengthening its brand influence on the high-end professional customer group and enhancing its brand awareness and reputation through the oral spreading of professional customers. CAMERICH’s brand influence has been improved significantly in terms of width and depth through close cooperation with global high-end life service suppliers, including Librije’s Hotel in the Netherlands, British fashion brand Charlotte Taylor and Malaysia's high-end residential community Horizon Hills. 

With the elegance of the renovated 18th century historical building, Librije’s Hotel is a member of Relais & Châteaux. CAMERICH was selected as the furniture provider of the hotel for its modern, simplistic product style and the oriental soul in its brand. A new British fashion designer Charlotte Taylor has been increasingly popular among consumers around the world for her highly individualized designs and premium craftsmanship. CAMERICH was appointed as the furniture supplier and interior decoration provider of her first store in London. Located in Nusajaya, Malaysia, Horizon Hills is a high-end residential community for its picturesque landscapes and modern, elegant home designs. Customized furniture solutions from CAMERICH provides consumers from around the world with additional options for premium home experience.

"In 2013, we successfully improved the influence of CAMERICH brand through cooperation with an international boutique hotel, a global fashion brand and a world-famous high-end real estate developer. More importantly, the in-depth cooperation provides the elite clients of these particular partners with an opportunity for a closer look at CAMERICH products and services. The internationalized, fashionable, high-end brand image of CAMERICH is now deeply rooted in the heart of the clients, further enhancing our brand influence," said Shirley Wang, CAMERICH's Brand Operating Director. 

In addition to the industrial clients, the mass consumer market has been another focal point of CAMERICH's precise campaigns. In August, CAMERICH participated in an art show in collaboration with a high-end fashion media to present the artists with the unique idea of "Change: A Question of Yes or No" in the furniture community. In October, CAMERICH brought its best products to Beijing International Design Week to interact with leaders in the architecture and art fields, and to inspire new vigor for its designers. Along with these influential events and celebrities, CAMERICH brand and its products attracted the attention of its target clients.

Bigger brand influence has driven the expansion of CAMERICH’s marketing network. In 2013, CAMERICH opened seven new stores, and the total number of its worldwide franchise stores increased to 93. All of the new stores are located in local business centers, standing side by side with other top international furniture brands. Particularly, CAMERICH LA store is located at Beverly Hills, the most distinguished residential community in the world. It proves to be another critical move to improve the reputation of CAMERICH brand.

As the leader of China's furniture industry, CAMERICH has been committed to its corporate citizenship throughout its business development and brand building process. It is always seeking better ways to improve human life quality in the increasingly strained urban space. In September 2013, CAMERICH launched an experimental project Micro-Hutong in collaboration with renowned architecture firm ZAO/Standardarchitecture in an effort to shed light on the possibility of providing more ultra-small residences within the limited space of traditional Hutongs. For CAMERICH, Micro-Hutong is both a reality-based innovation and a responsibility. CAMERICH will make more positive explorations and attempts to improve our living environment in the future. 

"In spite of the changes in the external business environment, CAMERICH has maintained its passion for innovation throughout the past year. With intensified branding efforts, it has achieved stable growth for the enterprise and the brand. As an outstanding brand, it has been committed to becoming a recognized and appreciated company in the world. We are full of confidence and expectations for 2014," said Ms. Shirley Wang.