Millennials' yen for a room of fine furniture

Consultant Wang said the preference for premium and design furniture indicated that younger consumers understand and recognize the efforts and the values in design.

"The younger generation is more willing to pay and pay more for intellectual property."

He said designers, especially younger ones, had similar concepts and life pursuits as their peers in different lines of work, and they understand each other's needs better.

"They may not have decades of work experience, but they have the empathy to make up for it," he said.

"Such recognition is boosting demand for creative designers and companies, creating growth opportunity and promising career paths for them."

Alongside the success of foreign brands - both mainstream retailers like Ikea and premium ones like BoConcept - the pursuit of quality of life and appreciation of design has fertilized many indie designer shops.

Hidden in the flourishing Guozijian Road in the central hutong area of Beijing are Fnji cafe and Lost and Found. The two indie furniture shops never lack admirers who appreciate their simple but quality furniture.

Starting out on the Guozijian Road in 2008, Lost and Found focuses on vintage furniture and homeware and has a young design team whose average age is below 30.

"Our products are simple but classic. We cut out all the unnecessary decorative details and focus on how practical it should be," said Yuan Yue, public relation manager of Lost and Found.

"For example, we use solid wood for chairs because then they won't easily wear out. We want to remind people to respect the material and craftsmanship."

With their spoons that can cost hundreds of yuan, industrial analysts don't think such companies - with their passion for design and craftsmanship rather than revenue - will ever grow into large businesses. But they may well become icons for the design industry.

"Flagship design shops like Fnji and Lost and Found appeal to very specific demographics, to people who like high quality and unique designs, unlike retail chains," Wang said.

"The nature of such marketing means that they will not become the industry leaders, but for designers, they have significant symbolic meaning."