As the real estate market leaves high growth behind, the home furnishing industry has officially entered the deep-water zone of competition in the existing market.

At the beginning of 2026, eight listed companies, Oppein Home, Sophia, Shangpin Home Collection, Piano, Topstrong, ZBOM Home, Holike and Gold Medal Home, released intensive strategic signals. Almost in unison, they moved away from the former homogeneous competition around "whole-home customization" and each revealed a very different hand.

Oppein Home: an organizational revolution from a "building" to a "building cluster"

The "nuclear fission" strategy proposed by Yao Liangsong, chairman of Oppein Home Group, in his annual speech revealed the custom giant's deep thinking about organizational form. He defined the industrial foundation accumulated over the past 31 years as a "large base" and plans to build independently accounted business entities on it through internal and external teams.

According to Yao Liangsong, the first seven equity joint ventures, covering kitchen appliances, upholstered furniture, home goods and quality materials, have begun construction. The group holds between 65% and 51% of their shares, while entrepreneurs contribute intelligence and hard work as their equity. Public service sectors such as e-commerce and IT will also be transformed into independent combat units. This mechanism attempts to solve the disease of large enterprises and turn every business unit into a self-driven profit center.

Sophia: moving up the value chain from "whole home" to "whole-case" solutions

Sophia has set its 2026 strategic focus on "whole-case customization." At the launch event, Zhu Yijin, vice president of Sophia Home Group, said that second-hand housing transactions are currently hitting new highs, the old-home renovation market has exceeded 800 billion yuan, and the market has shifted from incremental expansion to deep cultivation of existing demand.

The whole-case customization proposed by Sophia aims to take on the role of "overall responsibility." Relying on the industry's first "China Custom Home 5A Standard," it attempts to solve systemic problems in traditional home decoration, including idealized design, fragmented products and disconnected construction.

Shangpin Home Collection: reshaping professional capabilities with AI

At the annual management meeting on February 28, Li Lianzhu, chairman of Shangpin Home Collection Group, clearly put forward the core orientation of "standing on professionalism and living by value." He admitted that the professionalism of some positions had been diluted by inertia and emphasized that "refusing to evolve means actively exiting."

It is worth noting that Li Lianzhu, who is in his sixties, personally set an example by continuously trying mainstream AI tools such as DeepSeek and Doubao, sending a signal of change. Under his leadership, front-line teams have already used AI to produce a large amount of marketing material. Shangpin Home Collection has also recently reached a strategic cooperation with Bambu Lab, a global leader in consumer-grade 3D printing, to promote the integration of 3D printing into home scenarios.

Piano: anchoring emotional value in the mid-to-high-end market

At the brand renewal launch, Piano chairman Ma Libin used the two keywords "persistence" and "moving forward together" to outline the development blueprint. "Persistence" means firmly maintaining a mid-to-high-end brand positioning and deepening cooperation with designers and colleges. "Moving forward together" emphasizes unity between the manufacturer and dealers and continued market support.

Piano proposed systematic upgrades across four dimensions, brand, product, service and scenario, and released the "Fenghua" series inspired by ginkgo leaves, attempting to build differentiated advantages at the level of emotional value.

Topstrong: full-chain delivery on the light high-end customization track

Topstrong chairman Xin Zhaolong clearly stated that the core strategy for 2026 is "consolidating the foundation and expanding into new areas," while rejecting bottomless expansion. He emphasized that Topstrong's differentiated foundation lies in its advantage of "self-producing all categories," from hardware and custom home furnishings to smart locks, all independently developed and manufactured. On the brand side, it has clearly abandoned the "cost leadership" strategy and anchored itself in the "technological futurism" track.

Liu Hongbo, general manager of Topstrong High-end Customization Operations, further clarified the strategic positioning: taking "high-end customization quality, differentiated premium and full-chain delivery" as the core, the company aims to become a leader in light high-end whole-home customization.

ZBOM Home: refined operations in the existing market

At ZBOM Home's 2026 National Marketing Summit, co-founder and president Xu Bangshun clarified the core direction of strengthening coordination and linkage between headquarters and dealers.

Chairman Sun Zhiyong frankly said that relying solely on traditional marketing is no longer enough to drive growth, and the company must find systematic methods in delivery experience and word-of-mouth building. Wu Juntao, vice president of digitalization, proposed the "2026 Domestic Retail Division 142 Strategy," emphasizing growth driven by refined channel operations.

Holike: strategic elevation through AI smart home

At the dealer summit, Holike chairman Shen Hanbiao announced that the company will upgrade toward a "high-end customization + AI smart home" strategy. He analyzed that the home furnishing industry faced challenges such as product homogenization and price competition in 2025, but demand for home improvement upgrades is becoming a new growth point.

As an important carrier of strategy implementation, Hemi Technology, jointly invested in by Holike, Hotata and Fengzhushou, released a whole-home smart solution covering seven product matrices including gateways, intelligent control, lighting and security.

Gold Medal Home: deep cultural cultivation and an efficiency revolution driven by two wheels

At its annual summit, Gold Medal Home showed a two-wheel strategic layout: building differentiated competitiveness with the "Ultimate Oriental" product system while reshaping the service ecosystem through the "Feiliu AI Home Design Agent."

The company has built four major product matrices, "Ultimate Oriental," "Italian Light Luxury," "Romantic French" and "Modern Minimalist." Among them, the "Ultimate Oriental" series deeply explores Minnan culture and translates Song-style aesthetics. On the technology side, Feiliu AI 2.5. can quickly generate design plans and initial quotations through natural-language instructions after users upload floor plans. This capability has now been implemented in 43 cities.

Source: 77 Degrees