Jason Furniture (Hangzhou) (SH:603816) 36氪·2026-01-04 13:34Core Viewpoint - The article discusses the controversy surrounding a live-streamed furniture sale led by Dong Yuhui, which generated significant sales but raised concerns about product quality and supply chain capabilities [4][5][12]. Group 1: Sales Performance and Controversy - The live-stream event on December 10 resulted in total sales of 3.56 billion yuan, with a standout product being a leather sofa priced at 3,471.4 yuan, achieving over 100 million yuan in sales [8][9]. - Following the event, questions arose regarding whether the high order volume could be fulfilled by the company's own factories or if they would resort to outsourcing production [5][13]. - Concerns were also raised about the low pricing potentially compromising product quality compared to in-store offerings [14][22]. Group 2: Company Response and Production Assurance - In response to the concerns, the company confirmed that the sofas sold during the live stream were produced in-house and that they were working to expedite production [16]. - The company emphasized that the products were official and guaranteed to be genuine [16]. Group 3: Financial Insights and Profitability - Despite the low sale price of 3,471.4 yuan, the company is estimated to still have a profit margin, as the average cost per unit is around 2,503.59 yuan, leading to a gross margin of approximately 27.88% for this sale [23][25]. - The average selling price of standard sofa sets in the first three quarters of the year was 3,893.05 yuan, indicating a 12.15% premium over the live-stream price [23]. Group 4: Company Performance and Market Position - The company reported a revenue of 184.80 billion yuan for the full year 2024, a decline of 3.81% year-on-year, with net profit dropping by 29.38% [28]. - The company has faced challenges in recent years, with the founder's family engaging in significant capital operations, including a large-scale cash-out after the company's IPO [32][34]. Group 5: Strategic Concerns and Future Directions - Following a change in control, the company is shifting towards smart home products, but its recent capital raising efforts have sparked concerns about potential conflicts of interest and the necessity of funding [36][40]. - The pricing strategy for a recent capital increase has been criticized for being significantly lower than market value, raising questions about the motivations behind the fundraising [39][41].