Summary of the Conference Call for Oppein Home Industry Overview - The home furnishing industry is experiencing a shift towards multi-category and cross-category sales, with a focus on package deals and one-stop design to enhance customer experience and sales conversion rates [2][6][7] - The demand for integrated home furnishing solutions is rising, with consumers preferring one-stop solutions for their home decoration needs [2][7][8] Key Points and Arguments - **Impact of National Subsidy Policy**: The national subsidy policy has a short-term stimulating effect on home furnishing consumption, particularly for medium to large improvement needs. However, the effectiveness of the policy has weakened, leading to a short-term gap where most incremental orders are expected to convert into revenue in the second quarter [2][3][14] - **Contract Liability Conversion Cycle**: The conversion cycle for contract liabilities has been extended due to the national subsidy policy. Customers are enjoying subsidies earlier, but actual demand may be delayed, making it difficult to quantify the conversion cycle linearly [2][5] - **Operational Efficiency**: Oppein Home has improved operational efficiency through process optimization and empowerment systems, resulting in better cost control and gross margin levels compared to peers [2][9] - **E-commerce and Self-Media Operations**: To address high customer acquisition costs, Oppein Home is increasing average transaction values and empowering agents through e-commerce and self-media operations to enhance conversion rates [4][10][11] Additional Important Insights - **Dealer Management and Support**: The company is focusing on enhancing dealer management and support to alleviate cash flow pressures caused by the national subsidy policy. Despite the increase in contract liabilities, dealers are expected to maintain resilience due to a strong customer base [17][18] - **Sales Strategy and Customer Flow**: The company is shifting from single-category brand investments to a comprehensive home furnishing approach, improving overall efficiency and customer flow through targeted marketing strategies [22][23] - **Future Industry Outlook**: The home furnishing industry is expected to continue evolving, with increased complexity in operations and sales management. Oppein Home aims to strengthen its capabilities in lead generation, integrated furniture solutions, and operational efficiency to maintain a competitive edge [24] Conclusion Oppein Home is strategically positioning itself to adapt to the changing dynamics of the home furnishing industry by enhancing operational efficiency, leveraging national subsidy policies, and focusing on integrated solutions to meet consumer demands. The company is also committed to supporting its dealers and optimizing its sales strategies to navigate current market challenges.

Core Insights - The company, Oppein Home, reported a significant decline in revenue and net profit for 2024, marking the first time in 30 years that both metrics have decreased [2][6]. Financial Performance - In 2024, the company achieved revenue of 18.925 billion yuan, a year-on-year decrease of 16.93% [2][6]. - The net profit attributable to shareholders was 2.599 billion yuan, down 14.38% year-on-year [2][6]. - The basic earnings per share were 4.29 yuan, with a proposed cash dividend of 2.48 yuan per share (tax included) [2]. Business Segment Performance - The main business revenue accounted for 96.96% of total revenue, with significant declines in key product categories [3]. - Revenue from kitchen cabinets was 5.45 billion yuan, down 22.48% year-on-year [3][4]. - Revenue from wardrobes and matching furniture was 9.791 billion yuan, down 18.06% year-on-year [3][4]. - Revenue from bathroom products was 1.087 billion yuan, down 3.6% year-on-year [3][4]. - Revenue from wooden doors was 1.135 billion yuan, down 17.66% year-on-year [3][4]. Production and Sales Trends - Production and sales volumes for key products also saw double-digit declines [4]. - The production volume of kitchen cabinets was 687,200 sets, down 20.1% year-on-year, while sales volume was 686,300 sets, down 20.21% [4]. - The production volume of wardrobes and matching furniture was 2.8097 million sets, down 15.18%, with sales volume down 15.7% [4]. - The production volume of bathroom products was 681,900 sets, down 2.24%, with sales volume down 2.11% [4]. - The production volume of wooden doors was 965,600 units, down 15.41%, with sales volume down 15.69% [4]. International Sales Growth - Despite domestic challenges, the company reported international revenue of 320 million yuan, a year-on-year increase of 34.42% [5]. - The company has seen consistent growth in overseas sales, with international revenue of 218 million yuan in 2022 and 320 million yuan in 2023, reflecting growth rates of 6.47% and 46.54%, respectively [5]. Market Conditions and Challenges - The company attributed its performance decline to a deep adjustment and transformation challenge in the home furnishing industry, exacerbated by shrinking market demand and intensified competition [6]. - The upstream real estate sector is undergoing significant adjustments, with new housing starts and sales declining sharply [7]. - The overall furniture manufacturing industry showed only a slight revenue increase of 0.4% in 2024 [7]. Channel and Store Performance - Revenue from distribution channels fell to 14.042 billion yuan, down 20.10% year-on-year [8]. - The total number of stores decreased by 973, with 2,058 stores closed and 1,085 new stores opened [8]. - The company has made progress in developing its management and operational systems for the home furnishing business, with over half of its distributors now engaged in retail home furnishing operations [8]. Strategic Adjustments - The company is actively adjusting its business strategy to respond to changes in the consumption environment and industry ecology, launching more competitive products [9]. - For 2025, the company plans to focus on seven major transformations and accelerate the construction of an open smart manufacturing platform [9].