穿越周期：AI喜临门的“隐藏菜单”

Industry Overview - The home furnishing industry is facing significant challenges, with many companies reporting declines in both revenue and net profit, indicating an accelerated industry reshuffle [1][2] - As of July 23, 26 listed home furnishing companies have released their semi-annual reports, with only 11 reporting profits while 15 incurred losses [1] - The overall performance of the industry is under pressure due to a sluggish real estate market, intensified competition, and fluctuations in consumer demand and raw material prices [1][2] Performance Metrics - In the first half of 2025, there were 7,425 large-scale enterprises in the furniture industry, generating revenue of 302.39 billion yuan, a year-on-year decrease of 4.9%, marking six consecutive months of declining revenue [2] - The total profit for the same period was 10.64 billion yuan, down 23.1%, indicating a more significant decline in profit compared to revenue [2] Market Dynamics - The industry is experiencing a "Matthew Effect," where leading companies maintain growth due to core advantages, while many others struggle with profitability [4] - Many companies remain trapped in traditional development models, overly reliant on real estate-related businesses, which has led to operational pressures and difficulties in exploring new business avenues [5] - The issue of product homogeneity persists, with many companies focusing on "cost-performance" without differentiation or innovation, making it hard to cope with rising costs and intensified competition [5] Transformation Strategies - Companies are increasingly pursuing transformation, with some leading custom furniture firms promoting "whole-home" customization to enhance customer engagement and increase average transaction value [7] - Others are exploring overseas markets, leveraging cross-border platforms to combine domestic supply chain advantages with international market demands [7] - Some brands are focusing on high-end niche markets, using original design and unique aesthetics to avoid fierce price competition in the mass market [8] Case Study: Xilinmen - Xilinmen reported a revenue of 4.021 billion yuan in the first half of 2025, a year-on-year increase of 1.59%, and a net profit of 266 million yuan, up 14.04%, showcasing resilience and strong profitability [9] - The company's growth is attributed to the significant increase in high-value AI sleep products rather than traditional product expansion, indicating the success of its long-term investment in smart transformation [9] - Xilinmen has integrated AI into various internal management systems, enhancing operational efficiency and customer service capabilities [10][11] Competitive Advantages - Xilinmen holds 1,928 patents, ranking among the top ten globally in the mattress industry, and has established a sleep research institute to enhance public awareness of sleep health [13] - The company has transitioned from traditional manufacturing to a focus on sleep technology, improving brand image and reducing reliance on the real estate cycle [16] - Over the past decade, Xilinmen has invested over 1.2 billion yuan in R&D, establishing a robust manufacturing system that enhances quality control and responsiveness [16] Industry Insights - The transformation journey of Xilinmen serves as a reference for the home furnishing industry, emphasizing the need for companies to fundamentally restructure their value creation methods [17] - The future competitiveness of the home furnishing industry will increasingly depend on user insights, technological integration, and ecosystem building [18] - There is a call for government and industry stakeholders to reassess the value dimensions of the home furnishing sector, focusing on innovation-driven companies [18]