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顾家品牌全新升级

家居百科
2025-07-08 18:54

Guojia Furniture: A Journey of Innovation and Transformation Guojia Furniture: A Journey of Innovation and Transformation

By the early 1980s, a master sofa craftsman gained a great reputation by making furniture door to door. As demand grew, he eventually established a furniture company in Jiangqiao, Hangzhou, in the 1990s. Little did he know that the traditional craft and the home furnishings industry would face an unprecedented boom.

In that era, amidst the waves of industrialization and urbanization, the population was on the move, and consumer potential was unleashed. The home furnishings industry, closely linked to the real estate sector, soared to new heights. However, the shift in the times always arrives at the peak. The legend of new home sales growth ended in 2021, not just a simple adjustment. Over the next three and a half years, the total area of new homes purchased by Chinese people has decreased sharply by 40% compared to the peak period.

China's per capita GDP has risen from $400 in the 1990s to $10,000 today. The Jiangqiao furniture company has become Guojia Furniture, a leader in the home furnishings industry, and has completed the family succession, with a modern professional management team taking over. Over the past three decades, the real estate wave has changed, and many old brands from the same era have gradually faded away. Guojia Furniture, however, continues to release the long-lasting significance of the industry.

In the trillion-dollar home furnishings industry, the top five companies have not yet reached 15% market share. As Guojia Furniture President Li Donglai said, "On the supply side, industrialization is not thorough, and on the demand side, commercialization is not thorough. For example, super categories like air conditioners, cars, and smartphones have a volume of tens of billions, while sofas are still labor-intensive industries with a market size of over 100 billion."

But compared to developers, home furnishings companies still have structural opportunities in the existing market. People have a continuous need to renew their homes, and in an environment of overall growth slowing down, the purchase decisions for a table or a chair will also become more cautious. Users' requirements for product functions, aesthetics, and service standards are continuously improving, and young people are more willing to break away from the space templates of their parents or neighbors. Therefore, the home is no longer an accessory to real estate, but a real-life embodiment of a philosophy of life.

What will attract users to make a purchase? What will the future lifestyle look like? The answers are always in exploration. Just like many industries that have enjoyed the economic benefits of the Chinese era, the real insight into terminal users only begins when the dividend is over. Following this, new business paradigms emerge, digital capabilities improve, and there are also subtle but profound changes in the market supply and demand.

Detachment, reconstruction, and a new start. In the midst of change, Guojia Furniture has found new companions. In 2024, Yingfeng Group became the controlling shareholder of the company. During this period, the transformation of new and old kinetic energy has quietly taken place. Around the anchor point of user value, the company's corporate governance, market insight, product innovation, business logic, channel strategy, and management logic are all restructured, driven, and transmitted in a new paradigm within the company.

They all point to a common goal: to anchor as the leader of the Chinese home furnishings industry and lead the upward force of the industry.

Big Fraction Industry User Value Orientation

The home furnishings industry is a big denominator industry, but this denominator is made up of many small denominators. Two-thirds of Guojia have not touched. Therefore, from birth to change, the positioning of users needs to be calibrated all the way.

"We must redefine our role from being a real estate accessory to a leader in lifestyle. We need to return to creating long-term value for users in order to achieve sustainable growth," said Guojia Furniture President Li Donglai. "Every company talks about customer-centricity, but we are indeed doing this - returning to the common sense of focusing on user value, which is the common pursuit of our team."

Leaving the real estate industry chain, forming a vertical influence and identity in the hearts of users, how to achieve such a grand goal? Guojia Furniture's answer is to create user value from products to spaces and scenes, lead the future continuous growth with lifestyle, and firmly transform to retail.

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