Core Viewpoint - The article discusses the significant shift in the home renovation market towards the renovation of existing homes, driven by government policies and the growing demand for urban renewal and old community renovations. Group 1: Market Dynamics - The potential of the existing housing market is yet to be fully explored, especially with recent government support for urban renewal and old community renovations emphasized in policy reports since 2021 [2][3] - The focus of the home renovation market is shifting towards existing homes, with data indicating that by 2024, the renovation of existing homes will surpass that of new homes, with an estimated market size of 1.5 trillion yuan [3][6] Group 2: Competitive Landscape - The home renovation market is seeing increased competition from both traditional home furnishing giants and emerging players, categorized into three main groups: traditional custom home furnishing companies, new entrants focused on renovation, and cross-industry players [6][8] - Traditional companies like Sophia and Oppein are launching targeted renovation services, while new players like Jingzhuang Jinggai are rapidly evolving their business models to offer comprehensive renovation solutions [6][7] Group 3: Community Strategy - A community-based strategy is becoming crucial for capturing the renovation market, as the demand is highly fragmented and requires targeted outreach to potential customers [9][10] - Companies are establishing community stores to provide localized services, with examples including Oppein's "Qinglan Xiaozhu" and Jingzhuang Jinggai's community chain stores, which aim to enhance service delivery and customer engagement [10][11] Group 4: Business Model Transformation - The shift from a sales-oriented approach to a service-oriented model is evident, with companies focusing on high-frequency services to build trust and stimulate renovation demand [12][13] - Community stores are facilitating the creation of private traffic pools, allowing for personalized marketing and increased customer retention through ongoing service relationships [13][14]

Core Insights - The transformation of the real estate market from incremental development to stock optimization is creating unprecedented potential in the stock housing renovation market, which has exceeded 2 trillion yuan [1] - The old housing renovation market has reached 40% of the overall home furnishing market, indicating significant growth potential as the real estate sector enters a stock era [3] Market Potential - The current residential stock in China is 420 million units, with over 65% of these properties being over 15 years old, highlighting the aging infrastructure and the need for renovations [4] - Policies such as subsidies for replacing old items and the renovation of old communities are further stimulating market potential [4] Industry Participation - Major players in the home furnishing industry, including home improvement stores and custom furniture brands, are actively entering the old housing renovation market [5] - Companies like Red Star Macalline and Juran Home are leveraging their customer acquisition and brand integration advantages to provide comprehensive renovation services [5][6] Innovative Business Models - Property service companies are utilizing their inherent advantages in customer flow, with models that offer tailored solutions and reliable product delivery [6][7] - The new property renovation model integrates the entire industry chain and takes responsibility for the renovation outcomes, contrasting with traditional models that merely provide a traffic entry point [7] Challenges and Solutions - The home furnishing industry faces challenges such as a lack of standards, insufficient industry collaboration, and inconsistent service quality [8] - New entrants, particularly branded operators, are expected to improve the long renovation cycles and craftsmanship issues currently plaguing the market [8] - Companies must focus on integrating resources across the home appliance, home furnishing, and home decoration sectors to enhance customer experience and address diverse renovation needs [8]