Core Viewpoint - The article emphasizes that Kuka Home is transforming from a real estate supplier to a lifestyle leader, focusing on user value and retail transformation to drive sustainable growth [1][7]. Group 1: Historical Context and Market Dynamics - Kuka Home originated from a small furniture company established in the 1990s, which has now become a leading player in the home furnishing industry [2]. - The home furnishing market in China has seen a significant decline, with new home sales dropping by 40% compared to peak levels, leading to a cautious consumer approach towards home purchases [2][3]. - The top five home furnishing companies in China hold less than 15% market share, indicating a fragmented market with structural opportunities for growth [3]. Group 2: User-Centric Approach and Business Transformation - Kuka Home is shifting its focus to user value, aiming to redefine its role from a real estate supplier to a lifestyle leader, emphasizing long-term value creation [7][8]. - The company is undergoing a transformation that includes digital capabilities enhancement and a new business paradigm centered around user insights [4][8]. - Kuka Home's strategy involves a comprehensive capability building and organizational change to align with user needs, including digital marketing, product design, and supply chain management [8][9]. Group 3: Product Innovation and Market Adaptation - Kuka Home has successfully transitioned from fixed sofas to functional sofas, overcoming significant industry barriers and establishing a unique technological advantage in the functional sofa category [12][15]. - The company has invested heavily in R&D, drawing inspiration from the automotive industry to innovate its product offerings [14][15]. - The growth of functional sofas has been promising, with continuous investment expected to enhance future development prospects [16]. Group 4: Integrated Value Chain and User Experience - Kuka Home is implementing a value chain integration strategy to enhance user experience across different product lines, focusing on holistic home solutions [24][25]. - The company aims to provide deep service through its integrated approach, enhancing customer relationships and overall user value [29][30]. - The establishment of a comprehensive infrastructure, including AI design platforms and efficient delivery systems, is crucial for maintaining high service quality [31][33]. Group 5: Retail Transformation and Operational Efficiency - Kuka Home is transitioning from a wholesale model to a retail-oriented approach, emphasizing end-user sales performance as a key metric [39][50]. - The company has developed several foundational systems to support its retail transformation, including a user marketing system and a retail distribution system [41][43]. - The integration of data-driven decision-making processes is expected to enhance operational efficiency and improve customer engagement [48][49]. Group 6: Global Expansion and Strategic Partnerships - In 2024, Kuka Home's revenue from domestic and international markets was 9.4 billion and 8.4 billion respectively, with international revenue showing an 11% increase [53]. - The company has established production bases in Vietnam, Mexico, and the United States, aiming to leverage local manufacturing capabilities for global expansion [55][56]. - Kuka Home is shifting from OEM/ODM to OBM strategies, targeting higher-end markets and enhancing brand influence in emerging markets [58][59]. Group 7: Governance and Long-Term Strategy - The governance structure of Kuka Home allows for significant autonomy for the management team to drive transformation, with a focus on strategic clarity and long-term goals [60][63]. - The company is committed to a long-term investment strategy in infrastructure and technology, which may not yield immediate profits but is essential for industry restructuring [63][64]. - Kuka Home's approach emphasizes user demand as a guiding principle for its strategic decisions, aiming to build a sustainable and resilient business model [66].

Core Viewpoint - The future sustainable growth of the home furnishing industry must focus on creating long-term value centered around users, moving away from short-term strategies like expanding product categories and aggressive promotions [1][11]. Group 1: Industry Context - The home furnishing industry is undergoing significant changes due to the deep restructuring of the real estate sector, which has heavily impacted related industries [2]. - The industry has transitioned from a "parasitic" model reliant on real estate to a more independent approach, especially as new housing transactions have plummeted [8][9]. Group 2: Company Strategy - Gujia Home (603816.SH) is positioned as a stable player in the home furnishing sector, with consistent revenue growth and a solid cash flow, indicating potential for transformative changes [3]. - The company is moving away from traditional wholesale models to a retail transformation that directly addresses user value, which involves a comprehensive restructuring of its dealer and supplier systems [3][15]. Group 3: Market Dynamics - The home furnishing industry is characterized by a fragmented market with increasing competition and a shift in consumer demand towards more personalized and diverse needs [9][10]. - The past reliance on promotional strategies is no longer effective; understanding and addressing the real needs of consumers has become crucial [9][10]. Group 4: Consumer Behavior - Recent consumer trends indicate a slowdown in transactions, with buyers seeking better quality products at lower prices, reflecting a shift in purchasing behavior [34]. - The increase in product factory prices over the past two years suggests an improvement in supply quality, despite a decrease in overall demand [35]. Group 5: Retail Transformation - Gujia's retail transformation has been ongoing for seven years, focusing on building a user-centered approach rather than a factory-centered one [15][46]. - The company is implementing a digital platform, iKUKA, to enhance retail operations and improve efficiency by connecting directly with consumers [48]. Group 6: Strategic Focus - Gujia aims to redefine itself from merely selling furniture to becoming a brand that leads lifestyle choices, emphasizing a gradual approach from single products to comprehensive lifestyle solutions [19][20]. - The company is focusing on three strategic categories: sofas, mattresses, and customization, which are expected to drive significant revenue growth [26][27]. Group 7: International Expansion - Gujia's overseas business is projected to contribute nearly half of its revenue by 2024, with a focus on developing markets in Southeast Asia and Central Asia [55]. - The company is adopting a focused approach to international expansion, ensuring that resources are aligned to support marketing and sales efforts in strategic countries [56][57]. Group 8: Long-term Value Creation - The company emphasizes the importance of strategic assets and contributions that create long-term value, rather than short-term financial metrics [60][62]. - Gujia's management is committed to maintaining a balance between immediate business performance and long-term capability building, ensuring that strategic initiatives are not compromised during challenging times [63][64].