Home
The Feed
Your selections:
How Bencross disrupted home improvement in China | WARC | The Feed
The Feed
Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.
You didn’t return any results. Please clear your filters.
How Bencross disrupted home improvement in China
Category disruption
Furniture & furnishings retail
Greater China
Home-furnishings disruptor Bencross was established six years ago and since developing this untapped market in China, the brand is evolving with an eye on long-term growth.
Insights
- Before Bencross, home furnishings and furniture – except for IKEA – were a sub-category that did not exist in the market.
- One bestselling item is a gold-coloured aluminium coat hanger that Chinese consumers say makes their homes look classy.
- A brand has to form a certain trend or culture so that elements of its products can connect with people's hearts.
Key quote
“Chinese consumers who have a home-loving mentality consume for the convenience of their families or to lift their mood. No matter what difficulties they have gone through outside, they will keep their homes in a very beautiful condition” – Sheldon Li, CEO, Bencross.
Email this content