随着首开股份联合蓝智地产成立新泰装修公司，以"房企+物业"双轮驱动切入家装赛道，家装市场再添跨界新人。事实上，2025年以来，房企、物业、家居 企业纷纷跨界入局，将目光锁定在蓬勃增长的旧房改造市场。住建部数据显示，2025年全国计划改造城镇老旧小区超5万个，中央财政补贴规模同比增长 22%，单户最高补贴达2万元。政策红利持续释放，推动老旧小区改造从"基础修补"转向"功能重构"，加装电梯、光伏屋顶、智慧安防等深度改造成为标 配。中商产业研究院预测，2025年旧改及相关产业规模将突破1.2万亿元，其中家居消费占比约30%，局改、翻新、适老化三大赛道年复合增长率超25%。 业内人士表示，家装行业已从新房驱动转向旧改驱动的新范式，企业竞争核心转向客户留存与精细化运营。谁能真正解决传统家装透明化不足、服务非标等 痛点，将资源优势转化为标准化服务能力，谁就能在存量市场中站稳脚跟，行业"大洗牌"与高质量发展并行的格局已然形成。 多元资本入局 推动行业洗牌 跨界资本的入局，正在悄然改变家装行业的竞争格局与发展路径。互联网企业的入局，能够推动家装产业数字化、智能化变革；房产服务平台则依托房产交 易场景，实现"房—装"业务的无缝 ...

Core Viewpoint - Beike's new product launch focuses on providing a complete home decoration service from design to delivery, introducing three productized model homes to enhance customer satisfaction and product strength [1][2]. Group 1: Product Launch and Strategy - Beike launched three productized model homes based on real-life data, targeting typical apartment sizes of 57㎡, 73㎡, and 122㎡ [1]. - The company aims to transition from the "assembly" era to the "complete" era in home decoration services, positioning itself as a "full-service decoration provider" [1][3]. - The design of the model homes is rooted in the concept of "true types, true needs, and true implementation," ensuring that customers can relate to the designs [2]. Group 2: Design and Collaboration - The design of the model homes was led by three award-winning designers, ensuring that the solutions are closely aligned with actual family living conditions [2]. - Beike's product development center emphasizes the importance of high-quality design, collaborating with top industry designers to create replicable and immediately implementable solutions [2][3]. Group 3: Modular Solutions and Customer Experience - Beike introduced a modular approach to its seven product systems, offering reusable solutions that cater to diverse aesthetic and functional needs [3]. - The newly opened Beike boutique showcases the model homes in a realistic and user-friendly environment, contrasting with traditional material-heavy home decoration showrooms [3]. - The company plans to continue developing its full-service decoration product series, aiming to provide a one-stop home decoration experience for consumers [3].