2025.08. 09 本文字数：3029，阅读时长大约5分钟 作者 | 第一财经 马一凡 几起家居行业头部企业的突发事件，让很多人在问"家居行业到底怎么了"。 在家居行业里摸爬滚打20余年的小老板何发看来，从客户排着队签约到门店冷清、他需要去楼盘里亲自拉客，也不过"十年光景"。 "在这个行业中，很多人都曾对未来过于乐观了。"一位头部家居企业高管对记者说。 家居需求并没有消失，只不过市场急速变化，有些人不能适应，有些则是"船大难掉头"。在房地产形势变化与消费习惯变革的双重冲击下，中国家居行 业正经历三十年未有之大变局。 接着他又回忆起十年前的景象："那时候啊，只要一到周末，店里就忙得不可开交，客多的时候我都接待不过来，连签约都得排队。" 那时，何发曾在这座城市开了多家线下门店，后来他关掉了一部分，目前只剩下两家。 但这并不意味着何发在冷清的卖场内"坐以待毙"，他与员工正在用另一种方式在行业中积极求存。 摸清这座城市里有哪些新楼盘快要交付是他们的第一步，在这之后的第二步就是要在楼盘交付时用最快的速度，在小区内打造出一套"全屋定制样板 房"。至于如何找到愿意做"样板房"的业主，那就是"八仙过海各显神通"了。 有时 ...

Core Insights - The home furnishing industry is undergoing significant changes due to shifts in consumer behavior and the real estate market, leading to a transformation not seen in the last thirty years [1][10] - Traditional retail spaces are experiencing a decline in foot traffic, prompting companies to adapt by exploring new customer acquisition strategies, such as entering new residential developments with model homes [1][4] - The rise of online shopping and direct factory ordering is reshaping how consumers purchase home furnishings, with many opting for lower prices and better deals through online channels [6][7] Group 1: Market Dynamics - The home furnishing market is facing a dual challenge from changing real estate conditions and evolving consumer preferences, resulting in a need for companies to adapt quickly [1][10] - Many companies that previously expanded during optimistic times are now struggling as customer footfall has drastically decreased, leading to a "cliff-like" drop in sales [10][11] - The demand for home furnishings remains, but the way consumers engage with the market has shifted, particularly among younger generations who prefer online interactions [10][11] Group 2: New Business Strategies - Companies are increasingly focusing on new residential developments by creating "model homes" to attract customers directly within communities [4][5] - The competition for model homes has intensified, with multiple companies vying for the same residential projects, leading to a saturated market in new developments [5] - Some companies are leveraging social media platforms to drive customer engagement, with a significant portion of their sales now coming from online channels [6][11] Group 3: Consumer Behavior - Consumers are increasingly favoring direct factory orders over traditional retail purchases, often finding significant cost savings by bypassing retail markups [7][9] - The experience of visiting factories has become appealing to consumers, as they seek transparency in production processes and better pricing [9] - The shift towards online platforms for product discovery and purchasing is leading to a decline in the relevance of traditional home furnishing showrooms [11]