The reporter noticed that at the 28th China Construction Expo, which closed on July 11th, the scale of the old building renovation theme exhibition area increased by 94% compared to the previous edition, and the large home furnishing industry is accelerating its transformation from incremental expansion to deep cultivation of existing products.
The China Building Decoration Association predicts that the market size of existing housing renovation will exceed 2.5 trillion yuan in 2026, up from 2.3 trillion yuan last year; According to data from OvCloud, the proportion of renovated units in existing housing has risen to 52.3% by 2025, surpassing new houses for the first time. The growth engine of the industry has shifted from the incremental logic of "new house delivery" to the stock logic of "stock renovation x value upgrading".
During the China International Building Expo, on July 10th, the leading home furnishing company OPPEIN announced its "Quality New Advancement" strategy at its Guangzhou headquarters, responding to market changes with three measures of "environmental protection as the foundation, quality as the benchmark, and inclusive breaking the circle", pulling industry competition from "price competition" to "value competition".
The reporter learned that one of the highlights of OPPEIN's new strategy is to prioritize environmental protection and implement ENF level standards throughout the entire space. It is reported that in early June, the new national standard just raised the threshold, and OPPEIN directly implemented ENF level environmental protection standards throughout the entire space. In conjunction with chemical leader Wanhua Chemical, OPPEIN implemented the "zero formaldehyde (addition)" strategy - avoiding formaldehyde raw materials from the molecular structure level and ensuring long-term stability from the root. At the same time, it is equipped with dual protection against formaldehyde and antibacterial agents, covering the entire process of design, manufacturing, logistics, installation, and service.
In addition, quality standards are established, and the implementation of 10 major systems meets the "6 standards"; Inclusive breaking through the circle and "upgrading without raising prices" have also attracted industry attention. The relevant person in charge of OPPEIN stated that the core of "not raising prices" is not to transfer the cost of upgrading to consumers, but to digest the cost through large-scale intelligent manufacturing and supply chain collaboration, so that families with different budgets can have equal quality assurance.
It is worth noting that vertically, leading home furnishing companies are taking different paths. The reporter also noticed that Sofia launched the "Feifan Yijing" light and high fixed case new product at the Construction Expo, while its subsidiary Milanna launched the "19800 yuan whole house" package to penetrate the demand market; Rabbit Baby launches zero formaldehyde ultra clean board 2.0; Shangpin Home Delivery continues to deepen AI empowerment. From "whole house customization" to "full case service", the strategic differentiation is clearly visible.
Industry veterans have revealed that the industry is under significant pressure. In this context, "environmental compliance" and "full case delivery" are becoming two core competencies that determine the survival space of enterprises, and the leading and active role of top enterprises is significant. What the industry needs is not cheaper products, but a clearer 'value coordinate system'.