3 6 Ke·2026-01-15 08:35Core Viewpoint - The article discusses the significant shift in the home renovation market towards the renovation of existing homes, driven by government policies and the growing demand for urban renewal and old community renovations. Group 1: Market Dynamics - The potential of the existing housing market is yet to be fully explored, especially with recent government support for urban renewal and old community renovations emphasized in policy reports since 2021 [2][3] - The focus of the home renovation market is shifting towards existing homes, with data indicating that by 2024, the renovation of existing homes will surpass that of new homes, with an estimated market size of 1.5 trillion yuan [3][6] Group 2: Competitive Landscape - The home renovation market is seeing increased competition from both traditional home furnishing giants and emerging players, categorized into three main groups: traditional custom home furnishing companies, new entrants focused on renovation, and cross-industry players [6][8] - Traditional companies like Sophia and Oppein are launching targeted renovation services, while new players like Jingzhuang Jinggai are rapidly evolving their business models to offer comprehensive renovation solutions [6][7] Group 3: Community Strategy - A community-based strategy is becoming crucial for capturing the renovation market, as the demand is highly fragmented and requires targeted outreach to potential customers [9][10] - Companies are establishing community stores to provide localized services, with examples including Oppein's "Qinglan Xiaozhu" and Jingzhuang Jinggai's community chain stores, which aim to enhance service delivery and customer engagement [10][11] Group 4: Business Model Transformation - The shift from a sales-oriented approach to a service-oriented model is evident, with companies focusing on high-frequency services to build trust and stimulate renovation demand [12][13] - Community stores are facilitating the creation of private traffic pools, allowing for personalized marketing and increased customer retention through ongoing service relationships [13][14]