Foshan Furniture Manufacturer: Breaking the Cross-Border Logistics Barrier to Achieve $35M in Annual Sales

Client Background

Industry: Home & Furniture (Solid Wood Desks, Shelves, and Beds)
Profile: A leading furniture manufacturer from Foshan, known for exceptional craftsmanship and premium solid wood materials.

Client Goals

  • Bring high-quality solid wood furniture to the North American market, solving the “last mile” logistics challenge for bulky goods.
  • Build a modern minimalist furniture brand, avoiding low-price competition.
  • Complete the strategic shift from domestic wholesale manufacturing to global direct retail (DTC).

Main Challenges

  • Oversized and overweight products led to extremely high logistics costs and a high rate of delivery damage.
  • Many consumers were hesitant about self-assembly furniture, fearing complex installation.
  • Competing brands dominated with low-cost particle board furniture, making price competition difficult.

Operation Strategy

1. Logistics System Reconstruction

Adopted a hybrid logistics model combining sea freight, overseas warehouses, and local third-party delivery, replacing standard FBA fulfillment.
This approach reduced logistics costs by 35% while improving delivery stability and reducing damage rates.

2. “Easy Assembly” Positioning

Reframed “assembly” as a key selling point by promoting “30-minute quick setup”.
Provided clear, illustrated instructions and concise installation videos to eliminate user hesitation and enhance post-purchase satisfaction.

3. Value-Based Branding

Emphasized 100% solid wood materials, eco-friendly coatings, and durability to appeal to middle-class families seeking quality living.
Shifted competition from price to craftsmanship and lifestyle aesthetics.

Key Results

✅ Annual sales exceeded $35 million, ranking among the top sellers in Amazon North America’s solid wood furniture category.
✅ Logistics cost ratio dropped to 28%, ensuring sustainable profitability.
✅ “Easy to assemble” became one of the most common 5-star review keywords, maintaining an average rating of 4.7 stars.
✅ Established a strong premium solid wood furniture brand image, with an average order value far above category peers.

Client Testimonial

“For large furniture on Amazon, logistics is the biggest challenge.
The 1981 team’s full-chain logistics solution made the impossible achievable.”
— Director of Cross-Border E-Commerce, Furniture Group

Core Takeaways

1. Custom Logistics as the Foundation of Profitability
For oversized products, success lies in moving beyond FBA.
A tailored “overseas warehouse + local delivery” model reduces costs and increases control over service quality.

2. Eliminate Consumer Fear Before Selling
Effective marketing starts with solving customer hesitation — in this case, making assembly simple and confidence-inspiring.

3. Make Craftsmanship Visible
Translating abstract advantages like “solid wood” and “eco-friendly materials” into tangible, visual experiences builds trust and supports premium pricing.