In 2012, Chinese furniture manufacturers face the dual challenges of weak demand and rising costs in the wave of the global financial crisis. Accelerating industrial upgrade for sustainable development has become an imperative. With aggressive actions and significant achievements in brand building, innovation, marketing, and environmental protection, China's top furniture brand CAMERICH is able to turn challenges into opportunities and is increasingly recognized as the hallmark of Designed-in-China.

The increase in international market awareness of CAMERICH turns out to be the biggest marketing success for the brand. "From Milan Design Week to Carrara Marble Weeks to Beijing International Design Week, CAMERICH has had more involvement and innovations in international art events and trade shows in 2012 than ever before," said Shirley Wang, CAMERICH's Brand Operating Director.

In April, Village Mountains, a large art installation by CAMERICH and renowned architectural design firm ZAO/standardarchitecture, made its debut at Milan Design Week. As the first Chinese furniture brand to showcase in the renowned event, it presents the world the essence of contemporary Chinese design. Through a successful internationalization strategy, CAMERICH captured the spotlight. After that, Village Mountains received even more admiration from international peers during Carrara Marble Weeks and Beijing International Design Week. In September, CAMERICH hosted a product show, Road to Future, marking the comprehensive upgrade of its product lines. During the event, CAMERICH once again proved its admirable ability to turn dreams into reality with the release of the TOPO sofa, the design of which was first showcased at Frontier Concept Exhibition 2011. 

"To achieve long-term development, Chinese furniture brands will have to change their low-end image, and increase the value for their products. Innovative design, along with the lifestyle, value, and cultural content they reflect will turn out to be the key to the success of the Chinese furniture industry," said Ms. Shirley Wang, CAMERICH Brand Operating Director, "CAMERICH was among the first brands to realize this. The achievements we have made this year prove that CAMERICH designs are being accepted by more and more people in the international market." 

Naturally, higher brand approval rate has driven the expansion and upgrade of CAMERICH's marketing network. In 2012, CAMERICH opened 10 new overseas stores, increasing the total number to 43. All of these stores are located in high-end business districts, where there are a lot of other world-leading furniture brands, too. In particular, the recently opened flagship store is located on Hohenstaufenring, the famous furniture street in Cologne, Germany, another key foothold for CAMERICH to access the mainstream European market. 

More importantly, over one-third of existing overseas stores were upgraded in 2012. The floor area of the Antwerp store more than tripled, while the Melbourne store reported over 100% revenue growth. These figures are indicative of the added value of CAMERICH brand.

CAMERICH is known for its commitment to high product quality and rigid standards. In 2012, CAMERICH made a huge investment in a fully automated waterborne UV coating line to ensure that its products are perfect in every detail, and to increase the efficiency and environmental friendliness of its manufacturing processes. In fact, environmental investment increased by 30% from that of the previous year. The perfect combination of product quality and environmental is rewarding. CAMERICH established partnerships with Xingdebao, a 5S BMW dealership in Beijing, and Europe-Asia Center, a landmark building in Qingdao, thanks to its fashionable, environmental friendly designs that fit the ideas of sustainable development of these high-end clients.

In 2013, CAMERICH will continue to enhance its R&D, while accelerating its brand upgrade and global market exploration. "These efforts will lay a solid foundation for realizing our goal--becoming a world-leading brand that is able to survive the test of time," said Shirley Wang.