Segmentation trend:

health monitoring: smart mattress can monitor heart rate, sleep quality, and data synchronization to health management platforms (such as Sophia smart mattress).

senior-friendly design: non-slip floor mats, electric nursing beds, smart medicine boxes and other senior-friendly products grow by more than 55% (such as Wanhua ecological senior-friendly packaging solution).

Modular customization: IKEA "Lego-style module library" supports users to freely combine cabinets and adapt to different space needs.

3. Market structure and competition

Global market:

Scale breaks through 5 trillion yuan (forecast in 2025), China accounts for a significant proportion, but the industry concentration is less than 15%, and the market competition is fierce.

foreign brands: Germany's Baili, Italy's Veneda Group occupies the high-end market with its design advantages.

Local leaders: Oupai Home Furnishing, Sophia, and Zhibang Home Furnishing expand their share through whole-house customization and intelligent transformation.

Chinese market characteristics:

Regional differentiation: The Yangtze River Delta and the Pearl River Delta contribute 58% of the country's production capacity. The central and western regions undertake industrial transfer and become an emerging growth pole.

Channel change: Online and offline integration accelerates, IKEA store model focuses on community-based services, and Master Wan platform provides installation services covering 99.8% of the country's districts and counties.

Consumption stratification:

lower-tier market: Pursue "quality-to-price penetration" (high function + low price), such as Genji Muyu cost-effective furniture.

first-line middle class: tend to "emotional premium" (cultural IP + scene ritual), such as MUJI parent-child home solutions.

Corporate Strategy:

Product Innovation: Lin's Sleep launched a native bamboo fiber environmentally friendly mattress, with a bacteriostatic rate of 91%; Zhibang Home Furnishing realized the integration of design and order through the PLM system.

Service Upgrade: Oupai Home Furnishing provided a "Design-Supply Chain-Delivery" systematic solution, and Sophia launched a whole custom X Mijia ecological full-scene experience.

Technical Integration: Huawei Hongmeng Zhijia realized the whole house intelligent control through voice, sensing, and central control family, and cracked the barriers to product collaboration.