Sofa & Chair Company – Luxury British Furniture Marketing for the Chinese Market

INTRODUCTIONS

The Sofa & Chair Company is the premier destination for luxury interiors, offering both bespoke and curated collections of high-end furniture. Located in West London, their showroom is the largest in the UK, featuring over 140 distinct room-sets designed to inspire customers.

Renowned for authentic British craftsmanship, The Sofa & Chair Company has been creating luxury sofas and chairs in their London workshop for nearly 16 years. They source only the finest materials and maintain the highest manufacturing standards, offering clients superior quality and timeless elegance.

Home to Europe’s largest independent fabric library, the company sources the finest fabrics worldwide, allowing clients to personalize their furniture with an unparalleled variety of choices.

BRIEFS

The Sofa & Chair Company aimed to increase brand awareness and drive sales in the Chinese market, targeting both Chinese consumers in the UK and mainland China.

SOLUTIONS

Linkup China designed a tailor-made six-step strategy for the Chinese market:

1. Prepare a Chinese-language brochure introducing the brand, product lines, and services.

2. Launch official accounts on Chinese social media platforms, including WeChat and Xiaohongshu (Little Red Book).

3. Develop an educational content marketing strategy to engage and inform potential clients about luxury furniture and craftsmanship.

4. Provide a Chinese-speaking contact person to respond quickly to sales inquiries via WeChat.

5. Create a year-round event calendar with themed events, invite targeted clients, conduct follow-up meetings, distribute brochures and Q&A sheets, and collect client feedback.

6. Organize gift campaigns twice a year, including Chinese New Year (Jan/Feb) and Mid-Autumn Festival (Sep/Oct), to maintain client engagement.

RESULTS

After only four months of collaboration, the results have been highly encouraging:

1. Raised brand awareness in the Chinese market, developing 400 new client contacts.

2. Established multiple WeChat groups connecting The Sofa & Chair Company with clients.

3. Achieved extensive Chinese press exposure, enhancing brand visibility.

4. Hosted events attended by 40 well-known real estate agencies, which led to follow-up sales meetings and new business inquiries.

This ongoing partnership continues to strengthen The Sofa & Chair Company’s presence in the Chinese luxury furniture market in the UK and China.

Sofa & Chair —— 面向英国与中国市场的高端家具营销

品牌介绍

Sofa & Chair Company 是英国顶级奢华家居品牌，提供定制家具及精选系列。位于伦敦西部的展厅是全英最大，拥有超过140套精心布置的样板房，激发客户的设计灵感。

公司以正宗英式工艺闻名，在伦敦工坊近16年来制作高端沙发和椅子。公司选用顶级材质，保持最高生产标准，确保每件家具兼具品质与永恒优雅。

同时，沙发与椅子公司拥有欧洲最大的独立面料库，从全球精选面料，为客户提供丰富的个性化定制选择。

项目需求

品牌希望通过针对中国市场的营销策略，提升品牌知名度并推动销售增长，覆盖英国华人以及中国大陆的高端消费者。

解决方案

连接英伦为品牌量身打造了六步中国市场策略：

1. 制作中文品牌手册，介绍品牌、产品系列与服务。

2. 在中国主要社交平台开通官方账号，包括 微信 和 小红书。

3. 开发教育型内容营销策略，提升潜在客户对奢华家具及工艺的认知。

4. 配备中文客服联系人，通过微信快速回应客户咨询。

5. 制定全年主题活动日历，邀请目标客户参加，进行后续销售跟进，分发手册及问答资料，收集客户反馈。

6. 每年两次节日送礼活动，分别在春节（1-2月）和中秋节（9-10月），增强客户粘性。

成果

仅合作四个月，成果显著：

1. 在中国市场成功提升品牌知名度，开发了400位新客户。

2. 建立了多个微信客户群，有效连接品牌与客户。

3. 获得多家中国媒体报道与曝光，扩大品牌影响力。

4. 举办活动，吸引40家知名地产公司参与，促成后续销售会议及业务咨询。

此次持续合作大幅提升了沙发与椅子公司在英国及中国高端家具市场的品牌影响力