本报讯 （记者李雯珊 见习记者张美娜）近日，索菲亚（002572）家居股份有限公司（以下简称"索菲 亚"）以"5A好设计，就选索菲亚"为主题，隆重举办《中国家庭空间利用白皮书》暨"5A全普惠整家 699"发布仪式。索菲亚总裁王兵先生、副总裁兼索菲亚整家定制总经理朱亦进先生、赋能中心负责人陈 加力先生，产品与展示中心负责人曾超峰先生出席。此外，多家权威媒体及主流平台共同见证白皮书发 布，并为索菲亚"5A好设计"全国决赛十强设计师颁奖。这一系列举措传递出索菲亚以专业设计力和普 惠产品力，为更多中国家庭提升空间效率与定制美好生活的决心。 近年来，家居市场竞争进入白热化。当多数定制家居品牌仍在"内卷"厮杀，索菲亚已率先跳出"价格 战"泥潭，以"5A全普惠整家699"政策破局而出，重构行业价值逻辑，定义行业新标准。 作为定制家具行业的引领者，索菲亚曾经推出一系列颠覆行业且广受消费者欢迎的让利活动，这些活动 在彼时的环境来看非常契合消费者的需求，同时也给行业带来了许多启示，包括带领整个行业从按件计 价到进入整家定制时代等颠覆性创新。 虽为普惠，却不降质。索菲亚通过整合资源、优化生产流程等方式，保证了产品的质量和环保标准， ...

Industry Overview - The home furnishing industry is experiencing weak overall demand due to the prolonged downturn in the real estate market [2] - Companies in the industry are engaging in various promotional activities to boost sales, leading to intense competition [2] Company Strategy - The company is actively launching products like "integrated wall cabinets" to enhance space design and optimize product combinations [2] - The aim is to strengthen consumer purchasing intent and increase the average transaction value [2]

Financial Performance - In the first half of 2025, the company achieved a revenue of CNY 4.551 billion, with a net profit attributable to shareholders of CNY 319 million, and a net profit of CNY 429 million after deducting non-recurring gains and losses [2] - In Q2 2025, the company reported a revenue of CNY 2.513 billion, with a net profit of CNY 307 million, and a net profit of CNY 278 million after deducting non-recurring gains and losses [2] Brand Performance - The Sofia brand generated CNY 4.128 billion in revenue in the first half of 2025, with an average order value of CNY 22,340 per transaction, supported by 1,794 city operators and 2,517 specialty stores [2] - The Milan brand achieved CNY 176 million in revenue, with an average order value of CNY 17,285, supported by 544 dealers and 572 specialty stores [2] - The Simi brand has 132 dealers and 135 specialty stores, with a decreasing overlap in dealers with the Sofia brand, indicating a shift towards whole-home solutions [2] - The Huaher brand generated CNY 56 million in revenue, supported by 216 dealers and 260 specialty stores [3] Channel Performance - Revenue from the dealer channel was CNY 3.539 billion [3] - The integrated and retail assembly channels generated CNY 852 million, with 270 cooperative construction companies and 711 sample stores across 211 cities [3] - The bulk channel contributed CNY 646 million, focusing on optimizing client structure and maintaining stable contributions from quality real estate clients [3] - The direct sales channel saw a revenue increase of 27.59%, totaling CNY 203 million [3] - The overseas market has 26 dealers across 23 countries/regions, with 219 engineering projects in 31 countries [3] Cost and Profitability - Sales expenses amounted to CNY 422 million, with a sales expense ratio of 9.27% [4] - Management expenses were CNY 410 million, with a management expense ratio of 9.00% [4] - Financial expenses totaled CNY 13 million, with a financial expense ratio of 0.29% [4] - R&D expenses were CNY 122 million, with a R&D expense ratio of 2.67% [4] - The overall gross margin for the furniture manufacturing industry was 33.94%, with a slight decline of 0.98% year-on-year [5] Strategic Outlook - The company is focusing on the transition from an incremental to a stock market, enhancing product structure and optimizing the product matrix to meet high-frequency demands in the stock market [6][7] - The overseas market strategy emphasizes channel development and retail channel expansion, maintaining a "brand first, quality priority" approach [8] - The company plans to open approximately 3,500 specialty stores by mid-2025, covering 1,800 cities and regions, with a focus on dynamic optimization based on market conditions [9] - Future performance will rely on a clear strategic layout focusing on brand differentiation, product optimization, and innovative channel models [11]

Group 1: Financial Performance - In the first half of 2025, the company achieved a revenue of 1.55 billion CNY, with a net profit improvement of 23.83% year-on-year [2][3] - The company's gross margin increased by 3.65% due to optimized design efficiency and reduced material waste [6] Group 2: Key Business Initiatives - Development of the "AI + Sunpina" intelligent platform to support the entire home furnishing industry [3][6] - Launch of the "Whole House Star Customization" and "Door-Wall-Cabinet Integration" products to enhance customer experience [3][4] - Expansion of the "Second Housing" business model, integrating design, renovation, and home furnishing [8] Group 3: Market Conditions and Challenges - The home furnishing industry continues to be affected by a sluggish real estate market, leading to weak overall demand [2][7] - The company anticipates a gradual recovery in demand as government policies to stimulate consumption are implemented [7][9] - Increased competition in the industry, with companies engaging in various promotional activities to boost sales [9] Group 4: Technological Advancements - Continuous investment in AI technology, enhancing design and production systems for better efficiency [6] - Implementation of AI-driven solutions such as intelligent customer service and sales video generation [6] Group 5: Consumer Trends and Preferences - The "Whole House Star Customization" aims to meet the rising demand for personalized home environments, inspired by luxury hotel designs [3][4] - The integration of eco-friendly materials and smart design features to address consumer pain points in home living [4][8]

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 Viewpoint - The company reported its first decline in both revenue and profit in 30 years, but there are signs of recovery in sales due to government subsidies aimed at boosting consumption [3][4]. Financial Performance - In 2024, the company achieved operating revenue of 18.925 billion yuan, a year-on-year decline of 16.93% [4]. - The net profit attributable to shareholders was 2.599 billion yuan, down 14.38% year-on-year [4]. - The company's contract liabilities increased significantly, reaching 2.897 billion yuan in the first quarter, a growth of approximately 47% from the beginning of the year, primarily due to government subsidies [6]. Market Conditions - The home furnishing industry is undergoing deep adjustments and transformations, facing challenges such as shrinking market demand and intensified competition [3]. - The company has noted a recovery in consumer sentiment, attributed to various government policies promoting consumption, including initiatives for home renovation and smart home products [5][6]. Strategic Initiatives - To address the declining new housing market, the company is focusing on the existing housing market by opening community stores and collaborating with local intermediaries [7]. - The company aims to attract younger consumers (those born in the 1990s and 2000s) by enhancing product styles, utilizing e-commerce and social media for customer acquisition, and providing one-stop services [8]. Company Overview - Founded in 1994, the company is a leader in the custom home furnishing industry and was the first publicly listed company to exceed a market capitalization of 100 billion yuan [8]. - As of May 29, the company's market capitalization stood at 37.83 billion yuan [8].

Core Viewpoint - The company held an earnings briefing on May 6, 2025, to discuss its 2024 annual and 2025 Q1 performance, emphasizing its strategies to enhance operational efficiency and adapt to market challenges [1][2]. Group 1: Financial Performance - Despite a challenging real estate market, the company reported improvements in gross margin and net margin for 2024 and Q1 2025, attributed to cost control measures and operational efficiency enhancements [2][3]. - The company implemented a dynamic monitoring mechanism for raw material prices, which helped maintain reasonable procurement costs [5][17]. Group 2: Strategic Initiatives - The company plans significant capital expenditures in 2025, focusing on the construction of new bases and upgrading production equipment to enhance efficiency and product quality [4][5]. - The company is committed to a management strategy aimed at improving operational efficiency through organizational restructuring and digital transformation [3][10]. Group 3: Market Adaptation - The company is responding to the ongoing adjustments in the real estate sector by diversifying its business model, including exploring non-real estate projects and enhancing its supply chain management [10][17]. - The company is actively engaging in the transformation of its retail partners to adapt to the integrated home furnishing model, which requires a comprehensive upgrade in capabilities [6][7]. Group 4: Policy Impact - Recent government policies promoting consumption and home renovation have positively influenced market demand, aligning with the company's long-term strategies focused on sustainability and innovation [5][6]. - The company anticipates that the impact of national subsidies will stabilize its accounts receivable credit impairment losses, as the real estate sector receives more support [5][6]. Group 5: Future Outlook - The company aims to enhance its operational quality and scale through a "land to household" reform, focusing on precise responsibility allocation and profit-sharing mechanisms [7][8]. - The company is exploring opportunities in the overseas market while maintaining a cautious approach to resource allocation [13][14].