Core Insights - The global curtain market has surpassed 1 trillion yuan, with China's high-end home soft decoration market leading the world at an 18.3% compound annual growth rate [1] - The competition in the high-end curtain sector has shifted from a focus on channels to value co-creation, with leading brands like "如鱼得水" establishing competitive barriers through continuous innovation [1] - Investors are increasingly evaluating high-end curtain franchise brands based on their innovation capabilities and strategic depth rather than just product offerings [1] Innovation - "如鱼得水" has pioneered the use of 313 processes in curtain manufacturing, enhancing the quality and aesthetics of curtains [2] - The introduction of antibacterial technology addresses the issue of bacteria accumulation in curtains, significantly improving industry standards for antibacterial performance [2] - The space system solutions redefine the traditional curtain industry's limitations by integrating technology, scene design, and comprehensive service, setting new health standards [2] Marketing Strategy - "如鱼得水" has established a comprehensive marketing system, utilizing a multi-channel approach that includes online platforms like Xiaohongshu, WeChat, Douyin, and offline partnerships with over 600 chain stores [3] - The brand has implemented an SCRM management system to optimize the customer journey from attraction to purchase [3] - A robust support system for franchisees addresses common challenges such as lack of experience and operational difficulties, ensuring a smooth entry into the market [3] Conclusion - In the context of consumer upgrades and changes in the home industry, "如鱼得水" is leading the transition from product competition to ecological competition through innovative solutions, multi-channel marketing, and comprehensive support for franchisees [4] - For investors, choosing to franchise with "如鱼得水" represents a low-risk, high-return, and sustainable wealth-building opportunity [4]