Jason Furniture (Hangzhou) (SH:603816) Huan Qiu Wang·2025-09-18 10:16Core Viewpoint - Kuka Home launched a "Full Leather Sofa Popularization Storm" to make high-quality full leather sofas more accessible to ordinary families by significantly reducing the upgrade cost to 899 yuan, addressing consumer pain points related to high prices and information asymmetry [1][5][6]. Group 1: Consumer Insights - The new generation of consumers desires the unique texture and aesthetic of full leather sofas but is often deterred by their high prices and lack of transparent information [3][6]. - Kuka Home aims to break the stereotype that high quality equals high price, allowing consumers to embrace "good things" within a reasonable budget [1][5]. Group 2: Product Quality and Production Process - Full leather sofas are defined as having all external covering made of genuine leather, requiring higher standards in material quality and consistency compared to half-leather sofas [5][6]. - Kuka Home has implemented a systematic adjustment in the production process, involving up to 15 key procedures to ensure quality, despite the increased costs [5][6]. Group 3: Supply Chain and Technological Strength - Kuka Home collaborates with globally recognized suppliers, including LWG-certified leather providers, ensuring high standards in environmental production and material quality [6][8]. - The production process adheres to strict standards, including 45 days and 42 production steps, ensuring each sofa meets aesthetic, comfort, and durability criteria [6][8]. Group 4: Consumer Trust and Standards - Kuka Home is a leading contributor to national standards for soft furniture sofas and has established a grading system for leather, enhancing transparency and consumer trust [8][10]. - The company has developed internal standards that exceed national and industry benchmarks, providing consumers with robust quality assurance [10][12]. Group 5: Strategic Deployment and Market Impact - The "Full Leather Sofa Popularization Storm" is a strategic initiative aimed at addressing the core contradictions in home furnishing consumption, where consumers seek high-quality products but are hindered by price and information barriers [10][12]. - By lowering the upgrade threshold to 899 yuan, Kuka Home aims to awaken latent demand and guide the industry towards a more rational pricing system [10][12]. Group 6: Value Proposition - Kuka Home emphasizes "quality-price ratio," ensuring that consumers receive high-quality materials and craftsmanship at reasonable prices [12][13]. - The company focuses on four dimensions: higher quality, transparent standards, meticulous craftsmanship, and enhanced user experience, integrating comfort, aesthetics, and sustainability into everyday life [12][13].