Jason Furniture (Hangzhou) (SH:603816) 3 6 Ke·2026-01-09 11:29Core Viewpoint - The recent sales success of a sofa by Gujia Home, generating over 100 million yuan in revenue through a live-streaming event, has sparked both excitement and skepticism regarding the company's production capabilities and profit margins [1][3][5]. Sales Performance - Gujia Home's sofa sales during the live-stream event reached over 100 million yuan, with prices ranging from 3,471 to 4,491 yuan, indicating more than 20,000 families placed orders [1]. - The company's sofa business accounts for approximately 60% of total revenue, highlighting its significance as a core product [3]. Production and Profitability Concerns - There are concerns on social media about the authenticity of the orders, with rumors suggesting that no factories are willing to accept the orders due to low profit margins [3][5]. - The estimated production cost of the sofa is around 2,400 yuan, with additional logistics and installation costs bringing the total to nearly 3,000 yuan, leading to a gross margin of only about 16%, which is significantly lower than the reported 36% gross margin for sofas in the company's financial report [6][7]. Company Strategy and Market Position - Gujia Home is undergoing a transformation to adapt to changing market conditions, focusing on multi-channel sales and efficiency-driven strategies to enhance competitiveness [8][9]. - The company has recently experienced a decline in revenue and net profit, prompting a need to innovate and improve operational efficiency [7][8]. - The new ownership under He Jianfeng aims to drive the company towards greater scale and efficiency, with a strategic focus on retail transformation and global expansion [8]. Industry Context - The furniture industry is facing challenges due to reliance on traditional distribution channels, necessitating a shift towards online sales and competitive pricing strategies [8]. - The collaboration with popular live-streaming hosts is seen as a critical test of Gujia Home's supply chain and operational capabilities, as it must fulfill large orders efficiently [9][13].