China Home Expo has learned that with the 2026 FIFA World Cup co-hosted by the United States, Canada, and Mexico in full swing, home viewing has become a nationwide trend. Leading domestic home furnishing brands are seizing the tournament’s traffic, creating exclusive smart living room solutions tailored to fans' viewing pain points, and leveraging scenario‑based sports marketing to expand product reach while steadily deepening their presence in the quality smart living room segment.

This year’s World Cup features a long schedule and massive viewership, with 104 matches spanning 39 days and a global audience expected to exceed 6 billion. Due to match timing and limited access to live venues, most Chinese fans choose to watch from home, making the living room the primary viewing setting. Many consumers are upgrading their home equipment, using smart sofas and giant projection screens to create immersive viewing spaces.

Seizing this event opportunity, a leading home furnishing brand has partnered with a renowned audio‑visual technology brand to launch an integrated home‑viewing package, combining smart sofas with 100‑inch giant screens to replicate the VIP box experience. The AV partner, a multi-time official World Cup sponsor with strong technological credentials, has collaborated with the furniture brand to effectively boost sales of smart products, contributing to a significant performance surge during the 618 shopping festival.

Targeting the core pain point of fatigue from late‑night sitting, the brand focuses on healthy home needs and has developed multiple ergonomic smart sofas. Its best-selling power‑reclining smart sofa features a self‑developed mechanism frame, extra-deep seating, a 135°zero-pressure recline angle, and pneumatic massage functions that effectively relieve shoulder, neck, and back fatigue, covering multiple use scenarios from viewing to resting to massage.

With years of deep experience in the home furnishing industry, the brand established an early presence in the smart recliner segment, insisting on self‑developed core technologies that balance comfort and emotional experience, aligning perfectly with current consumer trends toward intelligence and wellness. Market data confirms the segment's potential: in the first half of 2025, the brand's smart product retail sales grew 18‑fold quarter‑over‑quarter, and a single best‑selling model generated over RMB 350 million in annual retail revenue—highlighting the increasingly evident trend toward smart home upgrades.

On the marketing front, the brand has moved beyond traditional exposure models, building a full‑scenario promotional matrix. Offline, it has set up immersive viewing showrooms to showcase product advantages; online, it leverages short‑video and lifestyle platforms to precisely target young fans. At the same time, the World Cup's heat synergizes with the brand's proprietary "home‑loving" IP campaign, with short‑term tournament traffic and long‑term brand sentiment reinforcing each other to achieve both brand building and sales performance.

Industry data shows that by the end of 2025, China's functional sofa market penetration stood at only 12.2%, far below mature overseas markets, indicating ample growth potential in the smart living room segment. Capitalizing on the tournament's momentum, the brand is simultaneously advancing its retail transformation strategy, focusing on omnichannel integration and channel upgrades, shifting from product‑centric sales to refined user operations.

Going forward, the brand will continue to leverage its proprietary technology and manufacturing strengths to iterate smart living room solutions, building competitive moats through hardcore product capabilities. Moving beyond short‑term traffic marketing, it will deepen long‑term user experience, empowering home life with technology, and making smart, comfortable, and warm living room settings a new standard for Chinese households—ultimately driving the entire home furnishing industry toward intelligent upgrading.

Source: jiajuxinfanshi