MIHF(SH:600337) Zheng Quan Shi Bao Wang·2025-04-29 12:20Core Viewpoint - Meike Home reported a revenue of 3.395 billion yuan for the year 2024, indicating a gradual recovery in housing demand due to policy adjustments in the real estate market, although the overall industry remains in deep adjustment [1] Group 1: Business Transformation - In 2024, Meike Home strategically adjusted its direct sales channels by closing 27 underperforming stores, optimizing space utilization, and adopting a light asset model to reduce operational costs and enhance store efficiency [2] - The company expanded its sales scale by leveraging model homes as entry points in the property channel, providing comprehensive solutions that include design, construction, and service [2] Group 2: Digital Marketing and Online Expansion - Meike Home revamped its online marketing strategy by establishing stores on popular platforms such as JD, Tmall, and Douyin, and engaging consumers through live sales [3] - The company transformed its traditional e-commerce model into a membership-centric platform, enhancing customer loyalty and maintaining a growth trend in member repurchase rates for two consecutive years [3] Group 3: AI and Digital Innovation - Meike Home developed an "Internet + Industry" intelligent industrial chain, integrating resources from the Ganzhou furniture industry and its young brand, Zai Home, to create a competitive advantage [4] - The company implemented a complete C2M digital ecosystem through AI, enhancing production efficiency and market responsiveness to meet the needs of young consumers [4] Group 4: New Image and Business Models - Meike Home is adapting to the growing demand for new consumption scenarios by innovating its brand image and business models [5] - Projects like the Beijing Meike Cave Learning Museum exemplify the integration of home retail with culture and tourism, enhancing consumer experiences and showcasing the company's commitment to sustainable development [6]