近3万套沙发谁来造？ 作者 | 孙梦圆 编辑丨于婞 来源 | 野马财经 一场创下销售纪录的直播，却把顾家家居(603816.SH)推入了舆论漩涡。 头图库 产业观察家洪仕宾表示，直播带货等渠道革新虽能快速提升销量和品牌曝光，但可能带来供应链短期承 压、利润率摊薄甚至库存风险，若过度投入可能影响基本盘的财务安全。企业需在确保财务健康的前提 下，以可控节奏探索新增长点，避免因追求规模而透支企业耐力。 截至12月30日收盘，顾家家居报收30.85元/股，总市值253.4亿元。 01 代工质疑 据"每日经济新闻"报道，产品爆单后不久，多家社交媒体平台便开始出现传言："据说现在这个订单已 经来到了广东。""3000多元买的真皮沙发，减去主播的费用、平台的费用、物流到家的费用，还要减去 品牌的费用(利润)，最后剩下来的金额才是能给到代工厂的代工价格，所以很多大厂都不敢接招"。 12月11日，抖音头部主播董宇辉在其"与辉同行"直播间举办的家居专场上，一款来自顾家家居的功能性 沙发单品成交额突破1亿元，成为当晚"销冠"，并助推整场直播总销售额突破3.56亿元。 以其中价格最低的2.8米三人位款计算，优惠后单价为3471.4元 ...

Core Viewpoint - Gujia Home is a leading player in the soft furniture industry, focusing on mid-to-high-end products, with strong innovation capabilities and a comprehensive product range [1] Group 1: Business Performance - In Q3 2025, Gujia Home achieved a revenue of 15.012 billion, ranking first among 17 companies in the industry, significantly surpassing the second-place Henglin's 8.488 billion [2] - The net profit for Q3 2025 was 1.602 billion, also leading the industry, exceeding the second-place Zhejiang Yongqiang's 684 million [2] - The company reported a gross profit margin of 32.38% in Q3 2025, higher than the industry average of 31.44% [3] Group 2: Financial Health - As of Q3 2025, Gujia Home's debt-to-asset ratio was 39.77%, lower than the industry average of 45.64% [3] - The company’s total shareholder count decreased by 22.71% to 18,200 as of September 30, 2025, while the average number of shares held per shareholder increased by 29.39% to 44,700 [5] Group 3: Management and Strategy - The total compensation for CEO Li Donglai in 2024 was 2.415 million, a decrease of 388,000 from 2023 [4] - The company plans to invest in building an overseas production base in Indonesia as part of its internationalization strategy [6] - Gujia Home aims to enhance its core product line, particularly in functional sofas, and has launched several flagship products in October [5][6]

Core Viewpoint - The recent capital increase of nearly 2 billion yuan by Gujia Home is strengthening He Jianfeng's control over the company, while the founding family's control is diminishing [1][2]. Group 1: Capital Increase and Control - Gujia Home announced a private placement to raise 1.0428 billion shares at 19.15 yuan per share, totaling approximately 1.997 billion yuan, which has been approved by the Shanghai Stock Exchange [1]. - Following the capital increase, He Jianfeng's shareholding in Gujia Home will rise to 37.37%, enhancing his control over the company [1][2]. - The second-largest shareholder, Hangzhou Deyejiajun, holds 10.76% of the shares, while the third-largest shareholder, TB Home Limited, holds 5.01%, both of which have their shares frozen [3]. Group 2: Financial Performance and Investment - As of October 17, Gujia Home's stock price was 30.22 yuan, with a total market capitalization of 24.824 billion yuan [4]. - The funds raised will primarily be used for working capital, with approximately 1 billion yuan allocated for this purpose, indicating liquidity issues faced by the company [4]. - The largest investment will be in AI and retail digital transformation, with an expected allocation of about 395 million yuan [4]. - Gujia Home's revenue for the first half of the year was 9.801 billion yuan, a year-on-year increase of 10.02%, and net profit was 1.021 billion yuan, up 13.89% [5]. Group 3: Market Expansion and Challenges - Gujia Home plans to invest approximately 1.124 billion yuan to establish a base in Indonesia, which is expected to generate annual revenue of 2.52 billion yuan once completed [6]. - The founding family's shares are being auctioned, with a total of 3.46% of the company's shares at risk due to financial difficulties [7][8]. - The founding family's control is further weakened as their shares are being gradually auctioned off, indicating a shift in ownership dynamics within the company [9].

Core Viewpoint - The recent capital increase of nearly 2 billion yuan by Gujia Home is strengthening He Jianfeng's control over the company, while the founding family's influence is diminishing [1][2]. Group 1: Capital Increase and Control - Gujia Home announced a private placement to raise 1.0428 billion shares at 19.15 yuan per share, totaling approximately 1.997 billion yuan [1]. - After the capital increase, He Jianfeng's control over Gujia Home will rise to 37.37%, while the founding family's control is decreasing [1][2]. - The second-largest shareholder, Hangzhou Deyejiajun, holds 10.76% of the shares, and the third-largest shareholder, TB Home Limited, holds 5.01%, both of which have their shares frozen [1]. Group 2: Financial Performance and Investment Plans - As of October 17, Gujia Home's stock price was 30.22 yuan, with a total market capitalization of 24.824 billion yuan [3]. - The funds raised will primarily be used for working capital, with about 1 billion yuan allocated for this purpose, indicating liquidity issues [3]. - Major investment projects include AI and retail digital transformation, smart production line upgrades, and brand enhancement, with the largest investment of approximately 395 million yuan for AI transformation [3][4]. Group 3: Shareholder Dynamics - The founding family's shares are being auctioned, with a total of 3.46% of the company's shares at risk due to judicial auctions [2][6]. - If the shares are successfully auctioned, the founding family's stake could drop to 12.32% [6]. - The founding family's previous shares have also been auctioned, indicating ongoing financial difficulties and a loss of control over the company [7][8].

Core Viewpoint - The control of Gujia Home Furnishing (603816) by He Jianfeng is strengthening through a nearly 2 billion yuan private placement, which will increase his shareholding to 37.37% [1][2]. Group 1: Shareholding Changes - Gujia Home Furnishing announced a private placement to raise 1.0428 billion shares at 19.15 yuan per share, totaling approximately 19.97 billion yuan [1]. - He Jianfeng, through Yingfeng Group and Yingfeng Ruihe Investment, will increase his control over Gujia Home Furnishing, while the founding family, Gu Jiangsheng, will see their control diluted [3][4]. - The second-largest shareholder, Hangzhou Deyejiajun, holds 10.76% of shares, and the third-largest shareholder, TB Home Limited, holds 5.01%, both of which have their shares frozen [3][4]. Group 2: Financial Performance and Investment - As of October 17, Gujia Home Furnishing's stock price was 30.22 yuan, with a total market capitalization of 248.24 billion yuan [4]. - The private placement will primarily be used to supplement working capital, with about 10 billion yuan allocated for this purpose, indicating liquidity issues [4]. - The company plans to invest in AI and retail digital transformation, smart production line upgrades, and brand enhancement, with the largest investment of approximately 3.95 billion yuan for AI and digital transformation [4][5]. Group 3: Operational Recovery - Gujia Home Furnishing reported a revenue of 9.801 billion yuan for the first half of the year, a year-on-year increase of 10.02%, and a net profit of 1.021 billion yuan, up 13.89% [5][6]. - The company is expanding its overseas market presence, with an investment of approximately 1.124 billion yuan to build a base in Indonesia, expected to generate an annual revenue of 2.52 billion yuan once completed [6]. Group 4: Founder’s Shareholding Issues - The founding family of Gujia Home Furnishing is facing significant financial difficulties, with shares being auctioned off due to judicial actions [7][8]. - The shares being auctioned represent 3.46% of the total share capital, and if sold, the founding family's stake will decrease to 12.32% [7][8]. - The founder's shares have been subject to multiple auctions, indicating a trend of diminishing control over the company [9].