The whole - home package wins in the "Golden September and Silver October" of the home furnishing industry.
19,800 yuan, 29,800 yuan, 39,800 yuan... As the peak home decoration season in the second half of the year, known as the "Golden September and Silver October," is approaching, major home building materials and home decoration brands have intensified their competition in the sales of whole-home customization packages, reflecting the preference of the terminal market for one-stop and integrated home solutions. Especially with the expiration of the national subsidy policy for "trading in the old for the new" at the end of the year, consumers' decision-making on home purchases is accelerating.
According to the research data of Gongyan Research Network, the demand for renovation of existing homes exploded in 2025, and the market scale of whole-home customization is expected to exceed 100 billion yuan for the first time. So, how can manufacturers better cater to the new generation of consumers and win in the future? Is the future of whole-home customization still uncertain? This issue of "New Paradigm of Home Furnishing" will explore these questions.
Z Generation's Home Consumption Portrait: Reconstructing Customized Home Furnishing with Cost - Performance Ratio
In recent years, the Chinese home furnishing industry has been moving towards in - depth transformation of "systematic collaboration," and consumers' requirements for the integrity and personalization of home solutions have significantly increased. At the same time, the Z generation has become the main consumer group, and their influence on the pattern of the home furnishing market has strengthened. This influence can be seen from multiple aspects.
In the "Panoramic Insight into the New Generation in China: Life, Consumption, and Value Map - Analysis of Age, Gender, and Cities" released this year, FLEMAZ's portrait of the new generation in China is as follows:
The lifestyle of the new generation - digital penetration, social - driven, and diverse interests; consumption behavior - rationally dominated, the rise of domestic brands, and the popularity of second - hand goods; values and pursuits - focusing on self - growth and attaching importance to social responsibility; the diversified portrait of new - generation consumers - coexistence of commonalities and differences.
Based on the above market insights, FLEMAZ also gave brand inspirations respectively, such as providing personalized and cost - effective products, establishing emotional connections with consumers through social issues such as environmental protection, and breaking out of the "one - size - fits - all" thinking.
According to the recent observation of "New Paradigm of Home Furnishing," home furnishing brands have their own experience in approaching new - generation consumers.
The most typical one is to launch light high - end customization series products, following the principle of cost - performance ratio supremacy. Compared with the "trial - and - error" mentality in the previous two years, major home furnishing brands have been more active in promoting light high - end customization this year. The core charm of light high - end customization lies in the "balance of cost - performance ratio," which conforms to the current consumption trend.
In addition, the scenario - based design is more personalized and technologically - advanced. To fit the lifestyle of the young group, major brands have gone all out this year. There are ingenious renovation plans for personalized customization in areas such as pets, e - sports, fitness, housekeeping, and aging - friendly design.
Among them, the "Ultimate Orient" whole - home customization series products of Golden Home and the Feiliu AI intelligent agent 2.1, as well as the innovatively launched AI custom - sized cabinet equipment, have become popular products. These scenario - based designs are no longer limited to the functions of furniture but deeply deconstruct the social, health, and entertainment needs of young people.
At the same time, intelligence has become the core design requirement. With the iterative upgrade of market demand, home furnishing brands are facing continuous pressure to break through in technology, and intelligence has become the standard for product design.
Two new products launched by Sanwingbird at the Guangzhou Building Materials Fair this year left a deep impression on "New Paradigm of Home Furnishing." They can be controlled through an APP, with lazy - style bathroom cabinets and "temperature - and - humidity - controlled" food storage cabinets, creating an "AI smart home."
This phenomenon is especially evident in the crowded Hall 10.1 for Intelligent Manufacturing Equipment. When in this hall, one might even mistake it for an industrial and technological exhibition of machining and intelligent IoT rather than a light - industry exhibition of home furnishings.
After all, with the increasing importance of large - scale metal home manufacturing and smart home devices in home production and living scenarios, the influence of upstream flexible production capacity and intelligent manufacturing capacity on whole - home customization is also growing. Different from the previous customization of single - category home products, whole - home customization, as the foundation linking the upstream and downstream, is increasingly recognized in the concept of "big home furnishing."
Integration of Upstream and Downstream, Entering the "Deep Water Area" of Big Home Furnishing
In reports such as "CBD Observation | Direct Hit at the Guangzhou Building Materials Fair: The Time for Decorative Panels to Break Through the Circle" and "Hardware Upgrade: New Narratives of Materials and Crafts at the Guangzhou Building Materials Fair," "New Paradigm of Home Furnishing" has noticed that the driving effect of whole - home customization on upstream and downstream industries is becoming more concrete.
This concrete influence is also reflected in another prominent change in the industry: the proportion of metal materials such as stainless steel and ecological aluminum in home furnishing products has significantly increased.
Aluminum home furnishing brands such as Southwest Aluminum and Jiasidun have appeared at the Guangzhou Building Materials Fair. They have gone all out, either combining all - aluminum products with soft furnishings and lighting to create brand - new kitchen, bedroom, and living room scenarios; or using various innovative technologies such as 3D one - piece coating and aluminum - wood fusion pasting to integrate the dual characteristics of metal and wood materials, bringing new experiences to consumers. Even leading enterprises such as Oppein and Sofia have included stainless - steel cabinets in their mainstream product lines.
In contrast, there are fewer traditional solid - wood products than before. As Fan Jiachen, the general manager of SENG CUCINE, a high - end stainless - steel sub - brand under SENG, said in an exclusive interview with "New Paradigm of Home Furnishing": "Stainless steel itself is a relatively new material, and it is currently blank in the high - end customization market. However, the proportion of stainless - steel cabinets in Japan is close to 70%, and almost all Italian and German brands use stainless - steel elements. Compared with the penetration rate of wooden or panel cabinets, there is a large growth space for stainless - steel customization."
The deep - seated binding of the industry also illustrates such an industry truth: as a consensus for future development, whole - home customization is increasingly influenced by technological and intelligent manufacturing capabilities, which promotes the in - depth development of the industry towards the direction of big home furnishing.
Different from the hesitant, skeptical, and negative attitudes of traditional home furnishing enterprises towards whole - home customization and big home furnishing ten years ago, now, more and more brands are transforming and cross - border binding with the concepts of "whole - home," "customization," and "big home furnishing." They have become the new wave - making forces in the whole - home customization market, including Wosai Renovation in the field of old - house renovation and Sheshui focusing on the bedding market.
Of course, this does not mean that all manufacturers fully have the ability and strength for whole - home customization. When they choose to compete on the same track with senior/star players such as Oppein, Sofia, Dinggu, Sanwingbird, Milanna Whole - Home Customization, and KINGWILL Star - Level Customization, they are expressing their determination to enter this market with actions and also indicating their recognition of the future of whole - home customization.
The "big home furnishing" model is an inevitable trend of market development and also represents the continuous increase of industry thresholds. Therefore, whole - home customization, as its specific form, is by no means a simple splicing of products but a test of the enterprise's comprehensive capabilities such as "front - end insight - middle - platform service - back - end delivery." This will be a long - term battle of real money and continuous R & D.
It can be seen that whole - home customization has been moving towards the deep water area of big home furnishing. And when the market volume varies, the Matthew effect in the whole - home customization track has already appeared. The brand concentration and the survival - of - the - fittest may be more intense in the third and fourth quarters.
Conclusion
Whole - home customization has undoubtedly become the main theme of the home furnishing market in China. In the view of "New Paradigm of Home Furnishing," its rise is essentially a leap from "single - product competition" to "system - ability competition" in the home furnishing industry. But now is no longer the initial stage when customers could be connected by simply splicing products. The cost - performance ratio logic of light high - end customization, the in - depth innovation of scenario - based design, the breakthrough of intelligent technology, and the deep integration of metal materials with the upstream and downstream industrial chains all confirm that the industry is leveraging the entire chain innovation from design to intelligent manufacturing with "whole - home" as the fulcrum.
In the future, whether whole - home customization can truly become the core engine of big home furnishing depends on whether enterprises can find a dynamic balance among user - demand insight, supply - chain collaboration, and delivery - service efficiency. This transformation from "customization" to "whole - home" is not only an upgrade of home - furnishing consumption experience but also a crucial leap for the Chinese home - furnishing industry to climb to the middle and high ends of the global value chain.
This article is from the WeChat official account "New Paradigm of Home Furnishing." The author is Xia Lin. It is published by 36Kr with authorization.