DYRS(SZ:002713)2022-12-08 06:44Group 1: Business Segmentation - The company has restructured its core business into two main segments: "Dongyi Risen Decoration" (A6) for medium to large apartments and "Original" for small to medium villas [2] - The "Rui Zhu" brand targets the high-end villa market, expanding into a new niche while retaining the original villa decoration services [2] - The "Su Mei" brand is aimed at middle-class customers, offering standardized, quick-to-install home decoration solutions for units sized between 50-120 square meters [2] Group 2: Market Expansion and Strategy - "Su Mei" has entered five cities: Beijing, Tianjin, Shanghai, Nanjing, and Chengdu, with operations currently active in Beijing, Tianjin, and Shanghai [3] - The company plans to replicate the "Su Mei" business model in key economic regions such as the Beijing-Tianjin-Hebei area, Yangtze River Delta, and Pearl River Delta over the next two years [3] - The development of "Su Mei" is driven by the significant potential in the mid-range market, which is the largest segment in home decoration [5] Group 3: Customer Engagement and Technology - The company has established an online marketing system, allowing customers to experience 360-degree virtual showrooms and 3D home decoration simulations [3] - The "Su Mei" business model incorporates e-commerce, enabling customers to customize home decoration products and materials online [4] - A mobile app has been launched to track renovation progress and provide real-time updates to customers [6] Group 4: Competitive Advantage and Market Position - The company aims to become a leader in the home decoration industry by expanding into the mid-range market and offering comprehensive services beyond high-end segments [5] - The core competitive advantage lies in the company's 17 years of experience and deep understanding of customer needs in home decoration [5] - The impact of real estate market fluctuations on the company's business is minimal due to the vast size of the home decoration market and low industry concentration [6]