Under the background of "double carbon" strategy, the home furnishing industry is undergoing a key transformation from "carbon control" to "negative carbon". This change is not only related to the reshaping of the mode of production, but also regarded as an important practice of symbiosis between human settlement civilization and ecological civilization. Recently, Leng Qiu, an industry expert, a member of the National Forest Standard Engineering Committee and the founder of the concept of "negative carbon home", proposed that negative carbon home has become a new direction for the high-quality development of the home industry, and sent an invitation to the whole industry: actively embracing change and upgrading from traditional manufacturing to scientific and innovative negative carbon home is the key to seize the historical opportunity of industrial transformation. Let household products change from "carbon emission carrier" to "environmental contributor"   According to reports, the negative carbon home is not a simple environmental protection concept upgrade, but a set of systematic solutions based on the in-depth study of carbon emissions in the whole life cycle of the home industry in Lengqiu. Its core logic is "net carbon absorption > carbon emission". Through the technological innovation and model optimization of the whole chain of raw material acquisition, manufacturing, use, maintenance and recycling, household products are transformed from the traditional "carbon emission carrier" to "environmental contributor". This concept breaks the traditional cognition of "home = resource consumption" and draws a clear path of science and technology and greening for industrial transformation.   At present, the development of negative carbon home has been strongly supported by policy, technology and market, and the window of enterprise transformation has been opened.   At the policy level, the action plan jointly issued by the Ministry of Industry and Information Technology and National Forestry and Grassland Administration clearly states that the application ratio of green building materials will exceed 60% in 2026. The central government has arranged 300 billion yuan of special funds to guarantee the application of green building materials, and the "trade-in" policy has also been extended to the field of low-carbon home, which has brought policy dividends and financial support for enterprise transformation.   On the technical level, breakthroughs have been made in many technologies, such as negative carbon plates, bio-based materials, intelligent energy-saving systems and assembled decoration. Yunfeng Moganshan "Super Solid Wood Multilayer Board", "Quantum Clean Boundary" series boards, photovoltaic furniture, carbon capture adhesives and coatings have entered the commercialization stage. These technological achievements have laid a solid foundation for the landing of technology-based negative carbon home.   On the market level, the survey shows that about 80% consumers of Generation Z are willing to pay a premium of 10% to 15% for carbon-negative household products. It is estimated that by 2027, the domestic negative carbon home market will exceed 200 billion yuan, and the penetration rate of negative carbon materials in the stock market is expected to reach 35%. The accelerated release of market demand is pushing negative carbon home from high-end niche to mass popularity.Shanghai Home Expo believes that the market potential of negative carbon home is emerging.   Challenges still exist on the road of transformation: cost, standard and cognition need to be broken through.   Despite the broad prospects, home furnishing enterprises still face multiple practical challenges in the process of upgrading to technology and innovative negative carbon homes.   The first is cost pressure. At present, the cost of bio-based and recyclable materials is 20% to 30% higher than that of traditional materials, and the lack of scale effect reduces the willingness of enterprises to apply. Secondly, the standard system is not perfect. The certification and evaluation system of negative carbon products is not perfect, carbon footprint accounting lacks unified standards, and enterprises lack clear guidance in actual operation. Thirdly, the recycling system is weak. The recycling network of large household is not perfect, and the economic benefits of disassembly and reuse need to be improved. Finally, there is a lack of consumer awareness. The public's understanding of negative carbon home is still in its infancy, and consumers who are willing to pay for the environmental premium still need to be continuously cultivated.   These challenges are not insurmountable, which are precisely the focus of the whole industry to work together to break through, and also the key link for enterprises to build their core competitiveness. He called on enterprises to abandon the traditional extensive manufacturing thinking and deeply integrate "negative carbon" with "technology" to become co-builders of the negative carbon home ecosystem.   More than low carbon: four-wheel drive linkage to build a new ecology of negative carbon home   On the material side, enterprises should actively cooperate with the industry to establish a carbon sink base, lay out the research and development and application of bio-based and recycled materials, and lay a solid foundation for transformation with green materials. At the manufacturing end, the intelligent production line and digital energy consumption management system are introduced to explore the clean production mode and upgrade to the intelligent manufacturing direction such as "black lamp factory" to realize the cleanliness of the manufacturing process. At the design end, the modular and detachable design concept is practiced, and the carbon sequestration function is organically combined with the practical function of the product, so that the household product becomes a scientific carbon sequestration carrier. At the end of the industrial chain, we will cooperate with scientific research institutions, e-commerce platforms and recycling enterprises to improve the carbon score and carbon account system and open up the whole chain cycle of "production-use-recycling-remanufacturing".   Shanghai Home Expo believes that negative carbon home needs the cooperation of the whole industry chain, and the overall negative carbon goal cannot be achieved by optimizing a certain link alone.   Negative Carbon Home: From Industry Proposition to Social Ecology   The core value of negative carbon home is to prove that "good living" and "earth-friendly" are never single-choice questions, but multiple-choice questions that can win together. When more and more home furnishing enterprises join the action of negative carbon home, upgrading from traditional manufacturing to technology and innovative negative carbon home will not only enable enterprises to seize the growth opportunity of the 100 billion-level market, but also make the home furnishing industry a microscopic sample in the process of carbon neutrality in the whole society, promote the green transformation of upstream and downstream industries such as home furnishing, chemical industry and garbage disposal, and realize the systematic innovation from "industry proposition" to "social ecology". Under the goal of double carbon, the green transformation of home furnishing industry is imperative, and negative carbon home is the new direction to guide this transformation.

In April, 2026, A conference with the theme of "AI Empowering Home Health" kicked off in the careful preparation of NEXTROOM, a new brand of MOVA Ecology. This is not only the first systematic technical disclosure of NEXTROOM since its brand debut in January 2026, but also marks that this young home technology enterprise has officially completed a key leap from "brand narrative" to "technical base". 1、from the Spring Festival Evening to Suzhou: a technical debut that has been ready for half a year   Looking back on the development track of NEXTROOM Furnishing, its brand exposure rhythm is compact and accurate: in January 2026, the brand was officially unveiled; Immediately landed on CCTV Spring Festival Evening, and put the concept of "AI home" into the vision of hundreds of millions of families with scene implantation. The striking design at the press conference site is a replica of the real family space of the sofa and coffee table of CCTV Spring Festival Evening. This detail is by no means simple nostalgia-by putting the product in real life furnishings, the audience can intuitively perceive the design language, size ratio and integration ability with the home environment. When the technical parameters are transformed into the living scene at your fingertips, the concept of "self-adaptation without feeling" pursued by NEXTROOM has corresponding comments.   2、NEX-AI full-dimensional pivot algorithm: redefining the "brain" of smart home   The technical core of this conference is the NEX‑AI full-dimensional pivot algorithm completely disclosed by NEXTROOM for the first time. The proposal of this algorithm directly hits two pain points in the current smart home industry: first, most products are still in the primary stage of "networking +App control" and lack active perception of user status; Second, the so-called "intelligence" often relies on preset rules and cannot continue to evolve with the physical changes of users.   NEX‑AI builds a continuous closed-loop system of "perception-understanding-decision-execution-evolution". This system is different from the traditional scheme in three key features:   Millisecond response-from the user lying down, turning over to getting up, the system completes data acquisition, state judgment and support adjustment within milliseconds, and the whole process is insensitive; Cross-time evolution-the system continuously learns individual sleep habits and body characteristics, constantly optimizes the regulation strategy, and the more it is used, the more it "knows you"; Space-level linkage-not limited to a single product, but let sofas, mattresses and even environmental equipment coordinate and adjust according to the user's state.   Specific to the technical architecture, the NEX‑AI hub works with four subsystems:   -Sensing system: High-density flexible pressure sensing array is used to collect multidimensional data such as pressure distribution, respiratory rate and body motion signals in real time in a plane level rather than a point level. This sensor array not only ensures the accuracy, but also maintains the comfortable sense of body of soft furniture. -Fusion system: transform the original sensing data into understandable physiological and behavioral indicators, such as sleep stage (shallow sleep/deep sleep /REM), body posture (sitting/lying/lateral lying), individual stress model, etc. -Decision-making system: based on the fused state model, the personalized control strategy is generated. For example, when it is detected that the user enters the deep sleep stage, the system automatically fine-tunes the hardness of the mattress partition to improve the spinal support; When sedentary posture is detected, the sofa actively adjusts the lumbar support angle. -Adjustment system: output micro-vibration guidance, dynamic support deformation and local temperature control response through rhythm engine. These execution actions are very delicate, and users will not feel abrupt mechanical movements.   As the "brain" of the algorithm, NEX‑AI has the ability of multi-modal modeling, strategy generation, cross-system scheduling and continuous learning. It is this ability that makes NEXTROOM's product no longer a "tool for executing orders", but a "space agent" that can understand, adapt and accompany people's evolution.Shanghai Home Expo believes that from "passive response" to "active adaptation" is the key to smart home landing.   3、the product landing: from smart items to "space adaptation"   On the technical base, NEXTROOM has built a full-scene product matrix covering living room, bedroom, cleaning and health care. Among them, smart mattresses and smart sofas are the focus of this conference.   Smart mattress is essentially an AI sleep control system integrated in the mattress. When the user lies down, the sensing system immediately collects the whole body pressure distribution and micro-motion signals; The fusion system judges whether the user is currently awake, shallow asleep or deep asleep; The decision-making system adjusts the support hardness and height of each area of the mattress in real time according to the sleep physiological model; The adjustment system completes the deformation with micron precision. The whole process runs in a millisecond closed loop, and users can't even notice any traces of mechanical work-this is the core of "non-inductive adaptation": technology is present, but it doesn't bother.   Smart sofa is also based on flexible sensor array. After different types of experiencers sit down, the sofa can identify the pressure distribution of their hips, waist and back in a few seconds, and automatically adjust the inflation amount of the waist support airbag and the inclination angle of the backrest, so that each user can get a "tailor-made" fit feeling. This adaptive ability has completely changed the limitation of the traditional sofa that "the fixed shape is suitable for everyone".   Based on the above product capabilities, NEXTROOM put forward the concept of "space-level intelligent adaptation". This is not the intelligence of a single product, but the understanding of people in the whole living space: when the user gets up from the sofa and walks to the mattress, the system predicts that he is about to enter a rest state, and adjusts the bedroom light color temperature and mattress temperature in advance; When the user turns over from sleep, the system synchronously fine-tunes the support partition. Space is no longer a collection of devices, but a life with perception, feedback and temperature.   4、live experience: the "perceivable" moment of technology   The conference set up a real replica living room and bedroom experience area. After lying on the smart mattress, many experiencers said that they could hardly feel any mechanical adjustment at first, but when they got up, they would obviously feel that their backs were more relaxed than usual-"It's like waking up after a sleep, and their bodies were silently taken care of all night". In the smart sofa experience area, experiencers with different weights and heights try to sit in turn, and the sofa can complete the continuous adjustment of the support curve within 2-3 seconds, and the process is smooth and without frustration. Some industry observers described it as: "This is not that you actively adapt to furniture, but that furniture is adapting to you, and you hardly realize that it is working."Shanghai Home Expo also noted that this "no-feeling and self-adaptation" experience is exactly what consumers expect from smart homes, and technology should serve people's natural state.   From the brand appearance in January 2026, to the CCTV Spring Festival Evening, AWE high-profile exhibition, and then to the systematic disclosure of the Suzhou technology conference, NEXTROOM has completed a rapid transition from "brand narrative" to "technical base" in just a few months. The core of this conference-NEX AI full-dimensional pivot algorithm, with the continuous closed loop of "perception-understanding-decision-execution-evolution", faces the two major pain points of "passive response and lack of evolution" in the smart home industry, and upgrades the AI capability from simple networked control to a "space agent" with millisecond response, cross-time learning and spatial linkage. Based on this technical system, smart mattresses and smart sofas have realized "non-inductive self-adaptation" in real experience-technology is present, but it does not disturb; Furniture is no longer a passive tool, but a life partner who can understand, adapt and accompany people in their evolution.

During the "May Day" holiday in 2026, under the continuous promotion of the trade-in policy of consumer goods, the home building materials market handed over a report card with both quality and quantity. From the national macro data to the performance of sub-categories, from the head brand trend to the regional market fever, this round of "May Day" consumption presents the distinctive characteristics of "policy backing, quality upgrading and intelligent speed-up", which proves that household consumption is jumping from "buying single items" to "buying life". 1、the macro policy is strongly supported: "trade-in" becomes the main engine of the market.   According to the monitoring of the Ministry of Commerce, as of May 4, 2026, the national consumer goods trade-in activities have benefited a total of 86.204 million person-times, driving sales of 629.27 billion yuan. Among them, the category of household appliances was the most outstanding, with a cumulative sales of 34.735 million units, directly driving sales of 141.54 billion yuan. This scale shows that the trade-in policy has evolved from a short-term promotion tool to a long-term institutional arrangement to incite mass consumption.   There are also intuitive examples at the local level. During the "May Day" period in Ningbo, Zhejiang Province, the sales of furniture increased by 14.4% year-on-year, and the sales of household appliances increased by 5.3%. The sales volume of new commercial housing in Huangshi, Hubei increased by 22.83% year-on-year, which led to the subsequent consumption boom of furniture and building materials. Hubei Daye achieved sales of 26.71 million yuan on the first day of the consumption season, showing the short-term stimulating effect of the combination of "local exposition+coupon subsidy". Shanghai, Jiangsu and other places have subsidies of up to 15% for first-class energy-efficient household appliances and smart products, forming a triple preferential superposition of "state subsidies+local subsidies+enterprise profits".   It is worth noting that the policy effect has surpassed the simple price stimulus. Consumers no longer only pay attention to "whether it can be used" in the process of replacement, but pay more attention to energy saving level, intelligent function and scene adaptation ability. This demand-side structural change provides a solid market foundation for the quality upgrade of the home furnishing industry.   2、 the outbreak of sub-categories: improved and intelligent products lead growth   During the "May Day" period, the sales data of several sub-categories revealed a clear shift in consumer preferences: consumers are willing to pay a higher premium for comfort, convenience, health and personalization.   JD.COM MALL's consumption inventory shows that the sales of mattresses and functional sofas have both increased by more than 100% year-on-year, and single person sofa chairs have soared by 167%. This data intuitively shows that the "micro-comfort" scene at home-from the main sofa in the living room to the lounge chair on the balcony-is becoming the intensive foothold of quality consumption. Consumers are no longer satisfied with "having a chair to sit on", but pursue ergonomic support, adjustable angle and high-value fabrics.   The customized bathroom category grew by as much as 400% year-on-year, becoming the fastest-growing subdivision track during the May Day period. Behind this is the overall demand of consumers for bathroom space aesthetics, dry-wet separation, intelligent integration and storage functions. The replacement of a single toilet or shower has been difficult to meet the demand, and it has been replaced by a one-stop bathroom solution of "design+construction+product".   According to the "May Day" retail data officially released by Haier Zhijia, its robot category increased by as much as 500% year-on-year. The explosive growth of smart cleaning appliances proves that there is no contradiction between "lazy economy" and quality life-technology makes housework easier, which is itself an important direction of consumption upgrading. In addition, smart beds, smart locks, smart lighting and other categories also recorded more than double-digit growth.   The category of doors and windows gives an intriguing signal. According to the survey of "White Paper on Top Ten Door and Window Brands in China in 2026", the average budget of decoration owners on doors and windows in that year increased by 42% compared with that in 2020. As a "big piece" in home decoration, the increase in the budget of doors and windows is not only due to the upgrading of raw materials and processes, but also because consumers' requirements for sound insulation, heat preservation, safety and design have increased significantly. These "Lizi projects", which were easily overlooked in the past, have now become the standard for quality home improvement.Shanghai International Home Expo believes that this reflects that consumers have put forward higher requirements for the function and emotional value of home space.   3、the brand and channel: the scheme of nesting and scene has become the mainstream   The "May Day" performance of the head brand further verified the business logic of "selling scenes instead of selling single items". Haier Zhijia's retail sales of full-scene smart sets increased year-on-year, and its high-end brand casarte's hedging consumption continued to be active. From a single refrigerator and washing machine to the smart scene of the whole kitchen, balcony and living room, Haier's growth reflects the transformation of the industry from "hardware sales" to "lifestyle delivery". Consumers are more inclined to choose a unified design, equipment interconnection and one-stop service, rather than pieced together products of different brands.   During the "May Day" period in JD.COM MALL, the overall performance of household products was good, especially the consumption growth of embedded household appliances, "self-pleasing" categories (such as massage chairs and aromatherapy machines) and "filial piety" categories (such as adaptive handrails and intelligent monitoring mattresses). It is worth noting that the experience value of offline channels is returning. Consumers are willing to walk into the store, touch the material with their own hands, feel the light and shadow effect, and compare the fineness of embedded installation. This immersive experience can promote the decision of high customer unit price more than online fragmented information, and also force the store to improve the professional ability of display design and resident designers.   The door and window industry also has a scene trend. Head brands launched the package scheme of "balcony window sealing+sound insulation upgrade+intelligent opening" during the May Day period. Consumers no longer buy a window alone, but regard doors and windows as a systematic project to improve the quality of living.Shanghai International Home Expo pointed out that the popularity of nesting and scene scheme will promote the competition of home brands from single product to overall service ability.   4、the regional market: offline activities and immersive experience rekindle the fireworks.   During the "May Day" period in 2026, consumer festivals, home carnivals and other activities were held intensively all over the country, which became an important starting point for activating the local market. These activities not only brought sales, but also reshaped the "sense of ceremony" and "trust" of home consumption. For example, the city's total consumption in Chongqing increased by 7.0% year-on-year, of which 129,000 transactions were realized with the sales amount of 430 million yuan driven by the superposition of state subsidies and municipal subsidies.   It is worth noting that consumption upgrading is not a patent in first-tier cities. From Chongqing, an important town in the west, to Jingzhou, a prefecture-level city, and then to Anyi, a county, markets at different levels have shown strong demand for smart toilets, functional sofas and quality doors and windows. This implies that the sinking strategy of home brands needs "high matching"-the sinking market is by no means a low-priced dumping ground, but a vast track that is equally sensitive to quality, design and service.   Another feature of regional market is that the ability of localized service has become the focus of competition. Merchants who can provide "integration of delivery and loading, recycling of old things and 48-hour response" won higher conversion rate and word-of-mouth recommendation during the May Day period.   5、 Trend Outlook: From "Policy Bonus Period" to "Mental Occupation Period"   Based on the data of the "May Day" home market in 2026, the following trend judgments can be extracted.   First, policy will remain an important booster for the market in the short to medium term. Trade-in has formed a scale effect. It is expected that all localities will further increase subsidies and expand subsidy categories in the second half of the year, and green building materials, aging renovation, smart homes and other fields are expected to usher in new policy dividends.   Second, the concept of consumption has undergone a fundamental change. From "price sensitivity" to "value sensitivity", energy saving, intelligence, design and service have become the key elements of decision-making. It will be more and more difficult to obtain market recognition for the mode of simple low-cost volume.   Third, nesting and full-scenario solutions will gradually replace the logic of single product sales. Brands that can provide one-stop design, installation and after-sales interconnection will gain stronger pricing power and user stickiness.   Fourth, offline experience and local service are becoming the core competitiveness of brands. In the context of increasingly fierce competition for standardized products, immersive exhibition halls, professional in-store designers and quick-response local installation teams are the keys for brands to stand out.   The "May Day" home building materials market in 2026 is not a simple promotion carnival, but a structural change driven by macro-policies and micro-consumption upgrading. It declares with clear data that household consumption has moved from the stage of "whether there is" to the stage of "whether it is good or not" to the stage of pursuing a better life. For industry practitioners, only by gaining an insight into the core logic of this battle for promotion-from selling single products to selling life, from fighting for price to fighting for value-can they stay in the forefront in the increasingly fierce market competition.

When the online process of the global furniture and home market is still slowly advancing, China furniture industry has quietly stood at the crossroads of transformation. The demand contraction brought by the periodic adjustment of domestic real estate, the superposition of international trade barriers and the normalization of cost fluctuations have made thousands of factories in the Pearl River Delta and the Yangtze River Delta face severe challenges. The traditional large-scale OEM export model is failing, and the new growth opportunities are just hidden in the deep understanding of the lifestyle of European and American consumers. 1、Courtyard, Office, Small Space and Pets Living Together: Four Scenes Drive the New Growth of Furniture Going to Sea   In the past, China's furniture went out to sea on the basis of "big pieces" such as cabinet furniture. Up to now, cabinet furniture still occupies a core position in the European and American markets, but the focus of growth is gradually shifting to a subdivided track with more emotional value and functional attributes.   If traditional furniture meets the basic needs of "living", then today's potential explosion is in response to "how to live better".   First, outdoor life scenes continue to deepen. European and American consumers pay far more attention to courtyard life than domestic consumers, and this habit has been further solidified in the post-epidemic era. Relevant data show that the search volume of aluminum outdoor furniture increased by 455% year-on-year, black outdoor furniture increased by 433%, and outdoor storage products increased by 117%. These data point together: consumers are treating the courtyard as a "second living room", which not only pursues beauty, but also values functionality and durability. For China's industrial belt, which is good at metalworking and rattan weaving, this means that we can cut into this track with high unit price and high barriers, rather than being limited to the traditional outdoor dining tables and chairs.   Second, the normalization of home office promotes the iteration of functional furniture. Although the peak of the epidemic has passed, the remote and mixed office mode of European and American enterprises has solidified into the normal state. According to US Census Bureau data, in 2023, more than 30% of American families still have special home office space, much higher than before the epidemic. What followed was the consumer's dual pursuit of "specialization" and "comfort" in the home office environment. Traditional fixed-height desks are being replaced by electric lifting tables, while ordinary office chairs are giving way to ergonomic chairs. Ergonomic office chairs and related accessories have maintained double-digit growth in recent years. The core logic of such products has changed from "usable" to "healthy and long-lasting", and consumers are willing to pay a significant premium for this-an ergonomic chair with waist support, headrest adjustment and other functions, the price is often 3 to 5 times that of ordinary office chairs.   Third, small space and flexible storage have become just needed. The population density of major cities in North America and Europe continues to rise, and the proportion of apartments continues to increase, making "how to achieve efficient storage in a limited space" a common pain point. Multifunctional furniture and modular storage systems are becoming new growth engines. For example, the search volume and sales volume of sofabed with storage function, foldable and deformable small-sized dining table, modular wall storage rack and other categories are all on the rise. These products do not pursue "big", but "smart"-they can not only meet daily functions, but also flexibly change or accommodate when needed. This is an excellent opportunity for China factories specializing in customization and small batch production to give full play to their manufacturing flexibility.   Fourth, emotional value and pets living together drive emotional consumption. European and American families have a high proportion of pets. According to the data of American Pet Products Association, more than 66% American families have pets. In this context, "people and pets live together" has evolved from a concept to a practical consumer demand. Products with hidden cat nests, bookshelves for pets to climb, and TV cabinets that can be embedded in the cat litter basin ... which take into account the aesthetics of human life and the functional needs of pets, are frequently "out of the circle" on overseas social platforms and e-commerce platforms, and often have a high premium. They sell not wood and sponges, but companionship and emotional value-this is the direction that China furniture industry belt can exert its strength at the design end.According to the Furniture China Expo, China furniture export is changing from "product export" to "lifestyle export".   2、Perspective manufacturing hinterland: brilliance and hidden worries coexist   Most of these world-oriented furniture are produced in two core areas in southern China: the Pearl River Delta, represented by Foshan, Guangdong, and the Yangtze River Delta, represented by Hangzhou and Ningbo, Zhejiang.   Pearl River Delta: the scale of "making something out of nothing" and the dilemma of being big but not strong. In Lecong Town（Shunde , Foshan）, there is no forest here, but a new furniture market has been built along the national highway for more than ten miles. More than 180 modern furniture malls have gathered over 10,000 merchants, and the annual transaction volume has exceeded 80 billion yuan. Lecong's success stems from the initiative of the first generation of entrepreneurs in the 1980s.   Yangtze river delta: "specialization" and "cost anxiety" Taking Zhejiang as an example, Jinhua and other places focus on injection molding rattan and resin furniture, and provide cost-effective garden sets by using automatic weaving lines and injection molding technology. This kind of products have high scale efficiency, but they also face the profit squeeze caused by the fluctuation of raw material prices and the imposition of tariffs in the United States and other markets.   3、The new channel: the supply chain faces the value remodeling of consumers   Facing the pain of industrial belt transformation, the traditional solution is often "waiting" or "transit". Nowadays, a more efficient path is emerging-through the vertical category of e-commerce platform, China factory can directly reach overseas accurate customers.Furniture China Expo believes that the deep integration of vertical platform and industrial belt is expected to become a powerful path for China furniture to go to sea.   The first is the directness of information. Under the traditional foreign trade mode, the channels for factories to obtain terminal demand are very limited. Usually, they can only know the market preferences indirectly through importers and brands, and the information is often distorted after multi-layer filtering. The vertical e-commerce platform feeds back consumer behavior data-search keywords, browsing time, purchase rate, return reasons, etc.-to suppliers in real time. Factories can adjust product specifications, materials or designs according to real needs, instead of relying on empirical guesses.   Secondly, the reconstruction of cost structure. In traditional cross-border links, logistics, warehousing, customer service and other links are shared by multiple middlemen, and each layer will reduce the gross profit space of the factory. Vertical platforms often focus on building overseas warehouses and localized after-sales systems, and convert this part of fixed costs into service fees allocated according to orders. For the factory, this means that it can enter the terminal market with lower initial investment, while avoiding the high risk of building overseas performance capacity by itself.   Thirdly, the accuracy of supply and demand matching is improved. Different industrial belts have their own accumulation in product types, processes and materials, but they lacked efficient export channels in the past. Through the operation logic of category segmentation, the vertical platform can introduce seasonal decoration in Zhejiang, wall art in Guangdong and wrought iron furniture in Fujian into the corresponding demand markets respectively. Based on historical transaction data and search trends, the platform prompts suppliers which sub-categories are currently in short supply, instead of generally suggesting "making furniture" or "making home". This kind of category-level data guidance is helpful for industrial belt enterprises to avoid the Red Sea where there has been excessive competition and turn to areas with clear supply and demand gaps.   4、Conclusion: From "selling goods" to "dancing together"   China furniture and home furnishing industry belt never lacks manufacturing capacity. The real way out is not simply to find the next low-cost producing area, but to return to the starting point of the problem-to understand how people live. From the aluminum sofa in the courtyard to the electric lifting table in the study; From the folding dining table tailored for small houses to the edge of sharing space with pets-these categories, which are growing rapidly in European and American markets, do not belong to any traditional export catalogue, but point to the same fact: consumers no longer pay for "furniture" but for "ideal living experience".

On April 21st, Xiaomi Company announced that Xiaomi miclaw, its AI agent product, officially launched a version suitable for PC, Mac and screen speakers, and simultaneously started the beta test. Users can go to Xiaomi community to apply for test qualification from now on. This expansion marks that miclaw has moved from the mobile phone to the desktop and home scenes, and the cross-device collaboration capability has achieved an important leap. PC, Mac and speaker with screen: analysis of sealing and testing equipment   According to the official information released by Xiaomi, the equipment and system requirements supported by this test are as follows:   -PC side: need to run Windows 10 64-bit and above operating system; -Mac side: it needs to run macOS 12 Monterey and above; -Sound box with screen: support Xiaomi smart home screen 11.   With the addition of the above-mentioned new platform, Xiaomi miclaw has now covered many terminals such as mobile phones, tablets, PCs, Macs and screen speakers, forming a more complete cross-end use matrix. This also means that users can get a continuous and consistent AI agent service experience in different scenarios and different devices, further opening up the boundary between personal computing devices and home intelligent hardware.CIFF Shanghai believes that the extension of miclaw from mobile phone to desktop and family scenes provides a new entry point for human-computer interaction in smart homes.   Starting from mobile phone: the evolution road of Xiaomi AI agent   Xiaomi miclaw is an AI interactive test product built by Xiaomi based on the self-developed MiMo model. The product was launched for the first time on March 6 this year, and a small-scale sealing test was started. In the past more than a month, miclaw has accumulated a lot of user feedback and usage data on the mobile phone, laying a solid foundation for this multi-terminal expansion.   MiMo big model is an important technical layout of Xiaomi in the AI field, with core capabilities such as multimodal understanding, natural language interaction, task planning and execution. Different from the traditional voice assistant, miclaw, as an AI agent, can not only respond to user's instructions, but also independently understand complex tasks, disassemble and execute steps, and call different devices to cooperate. This "agent" mode is regarded as an important direction of the next generation of human-computer interaction.   PC and Mac: system-level execution, enabling desktop productivity.   On the PC and Mac side, miclaw shows strong system-level operation ability. Different from the light-weight interaction on the mobile phone, desktop users often face more complicated requirements of file processing, data sorting and multi-tasking. In view of these scenarios, miclaw provides functions such as document sorting, data analysis and batch file processing, and can work seamlessly with miclaw on mobile phones across devices.   Users only need to send natural language instructions on the computer side, and miclaw can automatically dispatch mobile phones, smart homes and other devices to complete tasks together. For example, in the office scene, users can say to miclaw on the computer side, "Help me organize all PDF files on my desktop and rename them by date." Miclaw will identify files and perform batch operations by itself, greatly improving work efficiency.   The highlight is the ability to transfer files across devices. Taking the file transfer between mobile phone and PC as an example, users can say to the mobile phone version of miclaw: "Send the file about Xiaomi car on the computer." The mobile version of miclaw will directly call the PC to automatically find the target file and send it to the mobile phone. The whole process does not require users to manually operate the computer, which truly realizes the cross-end collaborative experience of "one-word scheduling".   Behind this system-level execution ability is miclaw's deep understanding of the underlying interface of the operating system and authority management. It can simulate manual operation to complete a series of complex instructions on the premise of ensuring users' privacy and safety, thus upgrading AI from "chat assistant" to "digital executor".CIFF Shanghai believes that miclaw's system-level operation ability on the PC side is expected to improve the intelligent level of home office scenes, which is instructive for the integration of smart home and smart office.   Screen speaker version: for family scenes, you can use it without a mobile phone.   For multi-member family scenes, miclaw with screen speakers provides a new way of interaction. Users don't need to rely on mobile phones, they can use them by directly giving instructions to the speakers. This version supports voice wake-up and multiple rounds of continuous conversations. It can respond quickly to light tasks such as setting alarm clocks and querying weather, and can independently plan and implement complex tasks such as travel planning and family activities.   Specific application scenarios include: intelligent timing reminder, family information broadcast, travel planning, etc. Miclaw can combine calendar, map, weather and other multi-source information to generate executable plans and provide them to users.   In addition, the screen speaker version also supports multi-device linkage and automatic process creation triggered by natural language, without the need for users to manually configure complex automation rules. For example, the user only needs to say "I'm out", and miclaw will automatically turn off the lights at home, start the security mode, and simultaneously generate a to-do list on the mobile phone. The speaker is responsible for voice interaction, while the mobile phone and PC are responsible for in-depth operations such as subsequent editing and confirmation, and the three work together to complete a complete closed loop from instruction to execution.   This ability is especially practical for users who have a large number of Xiaomi smart home devices. In the past, the scene linkage that users need to manually set in Mijia App can be completed in just one sentence, which greatly reduces the use threshold of smart home.   Cross-end Collaboration: From "Device Interconnection" to "Intelligent Collaboration"   With miclaw covering more terminals, Xiaomi is building a cross-end collaborative ecosystem with AI agents as the core. Different from the simple device interconnection in the traditional sense (such as screen projection and file transfer), miclaw emphasizes "intelligent collaboration"-AI independently selects the right device and calls the right ability to complete the task according to the user's intention.     The launch of Xiaomi miclaw multi-terminal version not only enriches Xiaomi's AI product matrix, but also provides a new reference path for the development of domestic AI agents. At present, global technology giants are exploring the landing form of AI agents, and Xiaomi has a unique competitive advantage with its huge intelligent hardware ecology and cross-device system capabilities. From mobile phones to tablets, from PCs to speakers, miclaw is becoming an "intelligent hub" connecting people and devices. In the future, with the access of more third-party services and the continuous iteration of AI capabilities, miclaw is expected to play a key role in more scenarios such as office, home and travel.

On April 21st, 2026, EZVIZ held a brand new product launch conference in Hangzhou with the theme of "Smart and Forward". At the meeting, EZVIZ released a variety of new AI hardware products, and at the same time announced that the brand mission was upgraded from "guarding" to "creating together" strategy, and jointly released "Three-dimensional Trust: White Paper on the Operation Safety of AI Visual Internet of Things" by China ICT Institute, which comprehensively outlined the new blueprint of "creating a better life with safe and intelligent technology". 1、 brand system upgrade: from "guardian" to "co-creator" Since the first generation of smart cameras was launched in 2013, EZVIZ has built five self-developed hardware matrices covering smart home cameras, smart homes, smart robots, smart controls and smart wear, forming a unique "2+5+N" business system. Up to now, EZVIZ has grown into an enterprise that runs through the whole link of hardware research and development, intelligent manufacturing, cloud service and AI algorithm, and has obtained more than 1,600 patents, serving more than 190 million users worldwide.   At this conference, EZVIZ officially announced the brand mission upgrade-from "committed to everyone enjoying a safe and intelligent life easily" to "creating a better life with safe and intelligent technology". Chen Guanlan, chief product officer of EZVIZ, said at the press conference that the purpose of EZVIZ's intelligent vision is not to pursue cool technology, but to protect the safety of all families through safe intelligent technology, so that technology can truly integrate into users' lives and solve practical problems. This brand upgrade marks the strategic positioning change of EZVIZ from "guardian" to "co-creator", which strengthens technical self-confidence and user orientation, and also reflects the company's determination to persist in long-term development with boundaries and responsibilities.Shanghai Furniture Fair believes that the upgrading of fluorite brand mission from "guarding" to "creating together" reflects the deep evolution of smart home enterprises from product thinking to user value thinking.   2、release a security white paper: providing reference for the operation of AI visual Internet of Things At the press conference, EZVIZ and Shanghai East China Telecom Research Institute of China Institute of Information and Communication jointly released "Stereo Trust: White Paper on Operation Safety of AI Visual Internet of Things". This white paper focuses on the risks and solutions of AI visual Internet of Things in terms of equipment security, data compliance, global operations, etc., covering the operational security framework and industry practices. Hu Lili, deputy director of the Data Division of East China Branch of China Information and Communication Research Institute, said that the white paper combines the actual operation experience of enterprises and provides a reference framework and case for the operation safety construction in the field of AI visual Internet of Things.   3、the AI new product matrix: the four categories are concentrated. The highlight of this conference is the concentrated appearance of four categories of AI new products, covering intelligent large model hosts, AI cameras, AI video locks and intelligent cleaning robots.   EZVIZAICore X: This product is located in the family scene and is a local large model host. It is equipped with blue ocean model 2.0 developed by EZVIZ and HomeVita agent, which integrates storage, calculation and control. The main functions include intelligent aggregation of home device messages, generation of video summaries, and support for natural language retrieval of video content. The host is compatible with all EZVIZ equipment and third-party products supporting the Matter protocol. According to EZVIZ, the product is planned to be the first to be listed in overseas markets.   AI camera series: Driven by AI technology, EZVIZ cameras are evolving from basic security tools to home AI perception centers. This conference launched four new AI cameras. AI for children's scenes takes EZVIZ Pika with him, which has the functions of AI question and answer, front and rear dual 4K cameras, GPS+ Beidou positioning, dual 4G cards for life-long free traffic and two-way video calling. The 4G waterproof version of the small Rubik's Cube CB60 Pro battery for outdoor and mobile security scenes, the small Rubik's Cube CB30 "Enchanting Beast" and the magic pill 90f featuring multi-lens and intelligent tracking also appeared simultaneously. It is worth noting that EZVIZ has launched a Wi-Fi/4G dual-mode network scheme for the network-free environment, which has realized dual-network intelligent backup and seamless switching on a variety of products.   AI video lock Y31 series: EZVIZ has been certified as "the leader of AI smart lock" and "the pioneer of AI smart screen interactive door lock" before. The Y31 series released this time includes three versions: Ultra, Pro and Plus. The flagship Y31 Ultra is equipped with a 4.4-inch OLED outdoor large screen and panoramic lens, supports AI face recognition and AI fingerprint recognition, and introduces AI agent interaction based on Blue Ocean Model 2.0, which can realize 3D image interaction, custom agent, weather reminder and door care. In addition, EZVIZ also released a waterproof version of the smart doorbell CP84G.   Intelligent cleaning robot: EZVIZ launched the AI dual-engine steam cleaning robot for the first time at the intelligent cleaning track, namely Stella Star 10 series AI steam cleaning robot (Pro/Master versions). This product adopts steam washing technology, combined with AI path planning and stain identification, aiming at improving the depth and efficiency of floor cleaning.     On the whole, the launch of EZVIZ was based on "stronger AI, better experience, more stable and safer", and demonstrated its full link capability in the field of smart home through brand mission upgrading, safety standard construction and intensive landing of multi-category AI hardware. From smart cameras to local large model host, from AI video lock to steam washing robot, EZVIZ is transforming its technology accumulation in the fields of vision, AI and interaction into practical products covering home security, household entry, cleaning and companionship.Shanghai Furniture Fair believes that the collaborative layout of fluorite multi-category AI hardware provides a reference path for the evolution of smart home from single product intelligence to whole house intelligence.

In April, the 2026 new product trend weathervane conference of building materials industry and the JD.COM Building Materials Spring Merchants Conference with the theme of "New Product to New Life" were held in Beijing. This conference focused on the deep application of artificial intelligence technology and integrated design in the field of building materials. JD.COM Building Materials jointly released 19 strategic new products with the head brands of JOMOO,HEGII, Panasonic and Supor. Among them, 9 models are artificial intelligence deep empowerment products, covering many home scenes such as smart bathroom, smart lighting, smart security, smart painting and electrician electrical materials, aiming at meeting consumers' increasingly diversified and high-quality demand for smart building materials.   At present, artificial intelligence technology is accelerating its penetration into all segments of the building materials industry, providing new kinetic energy for product innovation and experience upgrading. JoyInside technology capability platform independently developed by JD.COM, with its full-stack technology advantages, has become an important technology engine to promote intelligent innovation of building materials products and build brand ecological synergy, helping partners to build intelligent terminals with a sense of temperature and practicality. Up to now, JoyInside platform has been connected to more than 80 brands, covering home appliances, 3C digital products, home building materials and other categories, and continues to promote the integrated development of smart home ecology.China International Furniture Expo believes that the deep integration of AI technology and building materials products is becoming an important direction of industry upgrading, and platform empowerment will help accelerate the popularization of smart homes.   Among the new AI products released this time, products such as Xiaojingling AI bathroom household bucket jointly launched by Huida and JoyInside, magic mirror AI smart bathroom cabinet jointly launched by Xiaomu and JoyInside, AI smart bath bully Jingzhi Air jointly launched by OPPLE and JoyInside, and Midea's full-screen AI smart bath bully P5 Pro have fully connected with JD.COM JoyInside capabilities, realizing the linkage control of AI voice interaction and the smart ecology of the whole house. From the bathroom space to the whole home environment, users can complete equipment control, scene switching and health management only through voice commands, which makes the bathroom space jump from the traditional functional area to the "smart life center".   In the field of smart door locks, TCL dual-screen AI smart lock K11 Pro and Kaadas i60 Ultra AI smart lock have the same intelligent interaction ability. While ensuring safety, they can continue to learn the owner's unlocking habits and realize millisecond recognition and convenient operation. The AI companion street lamp D6 jointly launched by Children's Vision and JoyInside, and the AI companion desk lamp jointly launched by Darren and JoyInside have broken through the functional boundaries of traditional lighting products, integrating environmental awareness, instruction understanding and learning companionship, providing intelligent support for family education scenes. In addition, the AI track socket SP Series 2.0 jointly launched by Simon and JoyInside, as the first intelligent track socket connected to JoyInside platform in the industry, supports AI intelligent control and voice interaction, and its ultra-thin track design can be highly fitted to the wall, taking into account aesthetics and practicality.   The conference also released a number of strategic new products to promote the overall upgrade of bathroom space, including JOMOO Intelligent Toilet Unbounded Ultra, Wrigley Intelligent Toilet J2 Series, HEGII S3 Pro Light Intelligent Toilet, Panasonic K9 Intelligent Toilet Home Edition, Kohler ST40E Intelligent Toilet, and Ruierte mural intelligent shower head, Supor SU30 intelligent shower head 2.0 Pro, Hans Geya double flying rain intelligent shower head 2.0, Op human feeling intelligent bath bully S6, and JOMOO Magic Mirror AI intelligent bathroom head. These products rely on artificial intelligence technology and continuous product innovation ability to accelerate the evolution of bathroom space to full-link antibacterial and AI smart housekeeper, and upgrade the bathroom from a single private functional area to a family health management center.   In the field of lighting and security, HarmonyOS Zhixuan Jiaozi Pro, OPPLE ceiling lamp SDL Pro and other new products adopt full-spectrum healthy light source and adaptive dimming technology, which is in line with the industry trend of smart lamps evolving to rhythmic lighting and non-inductive intelligent control. The release of new strategic products such as JC Series Smart Lock Classic Edition and Asia-Pacific Tianneng Smart Door J6SE further proves that comprehensive intelligence of security has become an important direction of industry development. In the field of basic building materials, products such as JC series latex paint Jingcui Nine-tailed Fox Pro, Nippon JC "Anxin Tube" sealant,Delixi ultra-thin intelligent switch 1.0, Bull One-turn multi-extension wall socket 21 holes, etc., have also upgraded their quality through technological innovation, helping basic building materials to move towards higher standards.China International Furniture Expo also noticed that the intelligent upgrade of bathroom space is changing the entrance form of family health management.   Hand in hand with brand partners, JD.COM Building Materials takes artificial intelligence and integration as dual engines to promote the building materials industry to achieve a leap from fragmented intelligence to systematic collaboration and from passive function to active service. More building materials products with a sense of temperature are entering the family scene, helping consumers to move towards a safe, healthy and intelligent future home era.

In the past decade, the development of the home furnishing industry is highly related to the real estate cycle. Large-scale production, standardized products and dealer network constitute the main growth models. However, in 2026, with the real estate dividend fading, the industry growth logic is facing systematic adjustment. The performance of some listed home furnishing enterprises is under pressure, and profits are declining. In the regional market, there are some phenomena such as difficulties in the operation of decoration companies and tight capital chain of dealers. At the same time, technological iteration, demographic changes and upgrading of consumer demand are reshaping the market structure. Consumers' attention to environmental protection, aging, spatial segmentation and other scenarios continues to rise. The underlying logic of the industry is shifting from supply-side scale replication to demand-side scenario management, from one-time delivery to continuous service, from experience-driven to data-driven. AI is regarded as a key technical tool to promote this transformation, but its actual landing effect is different in different links. 1、the field of home improvement: AI improves efficiency, but it is difficult to solve the problem of offline construction and interest coordination.   The home improvement industry has the characteristics of long chain, many links and large variables. Problems in design, water and electricity, carpentry and installation may affect the final delivery quality. The downward cycle of real estate has further amplified the contradictions in the industry. Some decoration companies launched low-priced packages to maintain profits by reducing material costs and adding items later, which led to an increase in the complaint rate. According to the data of Anhui Consumer Protection Committee, in the third quarter of 2025, complaints about house decoration increased by 21.82% year-on-year, involving many links such as contract signing, construction and after-sales.   At present, the application of AI technology in the field of home improvement mainly focuses on clear and repeatable tasks, including automatic generation of renderings, style matching, budget arrangement, quotation review and construction node reminder. Some platforms try to improve efficiency through AI design, AI supervision and smart site scheduling. However, there is a big gap between the renderings generated by AI online and the actual construction offline. Variables such as wall flatness, pipeline direction, workers' cooperation, and property restrictions may cause the original plan to be impossible to implement at any time.   There are also challenges in the supply chain. Although the head platform has the ability of centralized purchasing, it is common for the brand headquarters to press the goods from the dealers, which leads to the dealers dumping the goods at low prices and the price system tends to be chaotic. AI can improve the efficiency of quotation, but it is difficult to change the basic pattern of supply chain.   More importantly, home improvement is a highly localized service industry. There are differences in construction technology and acceptance standards in different places, and a long-term and stable cooperative relationship has been formed between local decoration enterprises and construction teams. The whole process of AI supervision and intelligent construction site control may cause workers' resistance in actual implementation. Previously, when the real estate industry tried to test the smart construction site, it was blocked by the lack of cooperation of workers. In addition, the owner purchased "one-stop service+responsibility". When there are problems such as water leakage and delay, it is necessary for on-site personnel to deal with them quickly, rather than the standardized reply of AI customer service. Over-reliance on AI may weaken users' actual feelings about "service" and "responsibility".   2、smart items: from function superposition to value verification   Compared with the complexity of the whole chain transformation of home improvement, the commercialization of AI household items is faster. However, the increase in the number of single products does not mean that every product has passed the market verification.   Take the AI mattress as an example. Sleep problem is a common pain point, superimposed with the aging trend, and the market scale is large. According to the data of Toubao Research Institute, 65% people experience sleep problems once or twice a week, and the sleep disturbance rate of the elderly over 65 years old is as high as 73.7%. Brands such as Sleemon and DeRUCCI have entered this field. However, AI mattresses still belong to the category of "big market base and low permeability". Organization predicts that the sales penetration rate of smart mattresses with AI attributes will be less than 1% in 2025. In contrast, the penetration rate of smart door locks supporting voice assistants and AI big models has exceeded 40%.   The reasons for the difference between the two are: smart door locks correspond to property safety and are necessary expenses; AI mattresses are more comfortable, and are more likely to be classified as optional consumption in the context of rational consumption. The deeper problem is that the AI mattress has not yet formed a complete closed loop of value. It can record body movements and snoring, and remind users that they haven't slept well, but it can't answer why they haven't slept well, how to intervene and whether they can continue to improve. For users, it is difficult to support a high premium just knowing that they have not slept well. In addition, consumers can improve their sleep through lower-cost ways such as fitness and Chinese medicine conditioning, which makes the pricing of AI mattresses face greater challenges.   The same logic applies to smart sofas, smart seats and other categories. The superposition of zero gravity, massage, voice control and other functions does not mean that the value has been recognized by users. The core of consumers' concern is what specific pain points these functions solve and whether the solution is irreplaceable.   Therefore, AI household items are entering the stage of value screening. The focus of competition has shifted from "taking the lead in launching the function" to "whether the function can be transformed into the value that users can perceive, verify and pay sustainably".China Home Expo believes that AI household items need to move from functional superposition to value verification in order to win the long-term trust of consumers.   3、ecological competition: the interest game behind the interconnection of equipment   The application of AI home in the scene of providing for the aged is typical. The National Injury Monitoring Data Set shows that falling is the primary cause of accidental injuries among the elderly over 65 years old in China, and real-time monitoring and safety warning in the family environment are rigid requirements. With the development of technology, cameras and millimeter-wave radars have been able to identify falls. In the future, it is expected to form a closed-loop service of "elderly fall identification → early warning family members → docking community hospitals" to promote AI home from single product intelligence to collaborative care.   However, in the actual landing process, there are several main problems. First, ecological fragmentation. Different brands of equipment adopt their own communication protocols, which leads to poor cross-brand compatibility. Second, there is a paradox in aging design. The real challenge is not how many functions are added to the elderly, but whether the care ability can be naturally embedded in daily life without increasing the learning burden.China Home Expo also noted that ecological fragmentation and aging design are obstacles to collaborative care of smart homes at present.     The home furnishing industry in 2026 is in a period of profound structural adjustment. The real estate dividend has faded, the traditional growth model has failed, and the new logic has not been fully established. However, new kinetic energy such as trade-in, intelligent upgrading, and aging transformation is continuing to exert its strength. Although the application of AI in home improvement, single products and ecology faces challenges, these challenges just point out the next breakthrough direction of the industry-efficiency improvement can be more accurate, value verification can be more transparent, and ecological collaboration can be more open. With the technical iteration, standard unification and business model innovation, the integration of AI and home furnishing industry is moving from "concept exploration" to "substantial landing".

As a furniture industry cluster with large scale, complete industrial chain and wide international influence, Foshan is not only the center of furniture manufacturing in China and an important export town, but also an important business card for China's home quality and innovation. In April, 2026, relying on the strategy of "super source goods", JD.COM Furniture made a great effort to build "Foshan Furniture IP Week" in Foshan, linked with over 1,000 local high-quality merchants, integrated millions of brand resources and global advertising, and achieved a turnover of over 140 million yuan, thus establishing an efficient path between the digital upgrading of Foshan furniture industry belt and consumers' demand for quality home improvement.According to china furniture exhibition, the deep linkage between JD.COM's "super source goods" strategy and Foshan industrial belt is a beneficial exploration of online and offline integration of home furnishing industry. Three strategies are broken: making online furniture purchase no longer "blind selection"   In order to solve the common trust pain points such as opaque materials and difficult quality assurance when consumers buy large pieces of furniture online, JD.COM has adopted three strategies: "direct marketing by purchasing, direct supply by factories and co-construction by government subsidies". The purchasing and marketing team goes deep into the factory's first-line YEATION products, and guarantees the authenticity and quality reliability of materials with official endorsement; By compressing the intermediate circulation link through the factory direct supply mode, the "high quality and price ratio" can be truly realized while avoiding malicious competition at low prices; Taking government subsidies as the core, superimposing platform and merchant concessions, lowering the user's decision-making threshold with certain benefits, and effectively activating the consumer demand in the wait-and-see.   Customized operation: from mass explosion to original design   At the specific operational level, JD.COM has abandoned the "one size fits all" approach, but formulated differentiation strategies according to the tonality and product characteristics of different brands. For the mass explosion category, the "Treasure Brand Day" was used for centralized detonation; Focusing on seven core categories such as functional bed, sofa bed, dining table and wardrobe, the rhythm of "one main push every day" is adopted to continuously guide users to pay a return visit; For the original high-end brands that pay attention to design and aesthetics, the "one museum a day" theme art museum live broadcast mode is innovatively launched.   Seven brands, such as CARST, Winter bear, RUDAI, MOYU and Kena, took turns to appear, respectively, taking the immersive life scenes such as "rest", "sleep" and "fireworks eating light" as the themes, transforming furniture from a single commodity into the expression of lifestyle. With exclusive benefits such as 50% off in a limited time, 1,000 yuan straight down, and cash back in the lottery, it has stimulated consumers' enthusiasm for rejuvenation.   Museum-style live broadcast: major brands perform "home life theater"   Among them, under the theme of "Undefined Art Museum", MOYU breaks the style boundary with multiple designs, making personalized aesthetic furniture easily enter family life. With the theme of "Art Museum of Natural Life", we can bring all kinds of good household goods such as sofas, combined cabinets, dressing tables, beds, sideboards, dining tables, live broadcast of all leather sofas, live broadcast of cloud sofas, and benefits such as cash back from ordering, exclusive subsidies for live broadcast, and free drawing of square pillows. CARST presents the "French Art Museum", which interprets the daily life such as sitting idle, exquisite dressing, warm sleep, kitchen reunion and so on with romantic French scenes. Classic items such as flowing tea table, cloud sofa, Xima leisure chair, Jacques coat rack, Tiffany dressing table, flowing leather bed, spring breeze chair, flowing dining table and cabinet in Gege are all presented.china furniture exhibition believes that the "one museum a day" live broadcast of the art museum puts the immersive scene experience in the consumption decision-making link, which creates a new online expression path for the original design brand.   Purchasing, selling and staying in factory+full-chain closed loop: full-chain closed loop escort.   In order to ensure the efficient landing of the event, the JD.COM purchasing and marketing team was stationed in Foshan all the time, and accompanied the whole process from preparation to launch, responding to the needs of merchants quickly. At the same time, through the integrated communication inside and outside the station, PLUS membership rights, category coupons, red envelope rain and private domain refined operation, a complete closed loop from exposure to transformation is built.   The data shows that during Foshan Furniture IP Week, the sales outbreaks of seven Treasure Brand Days all exceeded expectations, and the overall turnover increased by more than 10 times year-on-year. Among them, the turnover of Winter Bear brand increased by more than 31 times year-on-year, and the turnover of Winter bear brand increased by more than 18 times year-on-year.   The week-long "Foshan Furniture IP Week" came to an end, but the digital experiment jointly initiated by JD.COM and Foshan Industrial Belt is far from stopping.   For a long time, Foshan furniture has been well-known all over the world for its complete industrial chain and excellent manufacturing capacity. However, the online trust gap of large furniture, which is "the fragrance of wine is also afraid of the depth of the alley", makes it difficult for many high-quality products to reach consumers directly. The landing of JD.COM's "super source goods" strategy is just like a bridge: strictly selected endorsement of the purchasing and marketing team dispels doubts about materials and quality; The mode of factory direct supply restores the sincerity of price; The superposition of government subsidies has lowered the threshold of decision-making for rejuvenation. The live broadcast of "one museum a day" will restore the cold furniture to a life scene with temperature, so that consumers can complete the purchase in "shopping" and "experience"-this is no longer a simple transaction, but a joint creation of an ideal home.   More importantly, this IP week has opened a new growth channel for industrial belt merchants. The explosive growth of brands such as Dong Xiong and Kona proves that when "Made in Foshan" moves from behind the scenes to the stage, from OEM to independent brands with the help of the digital capability and brand operation of the platform, its energy is enough to rewrite the industry structure. This is not only the victory of Foshan furniture, but also a vivid epitome of the transition from China manufacturing to China brand.   In the future, with the continuous deepening of the strategy of "super source goods", we expect to see more industrial belts complete the transformation in the digital wave-so that good source goods are no longer trapped by intermediate links, so that consumers are no longer tired of information asymmetry, and "buy furniture and identify the source" becomes a new consumer consensus. When every piece of furniture made with heart can find people who understand it, the high-quality development of China's home furnishing industry will have a solid footnote.

In 2026, the home furnishing industry will enter the deep-water area of stock competition. How can brands accurately reach users and precipitate long-term value? On April 21st, TATA Wooden Door gave its own answer with an annual brand activity. On the same day, the signing ceremony of TATA Wooden Door Sponsoring the ITTF World Team Table Tennis Championships 2026 and the launching ceremony of TATA Wooden Door Love Fight Day were held in Beijing. From awarding prizes to officially sponsoring the ITTF World Team Table Tennis Championships 2026, launching the plan of "Strengthening" and releasing a series of new products of "Jane and Truth", TATA Wooden Door has deeply linked the sports spirit, product innovation and brand narrative, making the spirit of "love to fight" spread in circles and storing energy for the next stage of growth. Join hands with international table tennis for ten years: focus on spiritual resonance with the same frequency   At this event, Steve Dainton, CEO of WTT, said in a video speech that TATA Wooden Door has provided continuous support in many competitions in the past decade and witnessed many unforgettable classic moments in the history of table tennis. The long-term and stable cooperative relationship between the two sides stems from mutual trust and persistence, and more from the high recognition of the value of the event and sportsmanship.   Zong Ruiyuan, chairman of TATA Wooden Door, attributed the strategic cooperation between the two sides to a deep spiritual fit. He said that concentration, hard work and pursuit of the ultimate are not only the core of table tennis spirit, but also the belief that TATA Wooden Door always adheres to. In the past 27 years, TATA wooden doors have always focused on the category of wooden doors, making traditional wooden doors have multiple values such as function, design and aesthetics, and are committed to creating a quiet, beautiful and high-quality home life for people. "Make a better door for more people"-this mission has never changed.   The struggle and breakthrough contained in the ping-pong spirit is also the brand background of TATA wooden door. The company insists on holding a new product launch conference every year, forcing itself to continue to innovate, from door leaf structure to sealing materials, from noise reduction technology to use scenarios, and always digging around the pain points of users such as home sound insulation, aesthetics and safety. The spirit of collectivism in table tennis is consistent with TATA Wooden Door's corporate values of "employees first, national TATA family". The implementation of "sales platformization" within the company has transformed employees from "working mentality" to "working for themselves" and rejuvenated the organization.   The pioneer of "Silent Door" won authoritative certification again: double blessing of market position and product strength   At the event site, Frost & Sullivan, an international authoritative market research organization, issued a market position declaration certificate to TATA Wooden Door. This is not only an honor, but also an authoritative endorsement of the brand's long-term cultivation.   Since 2012, when the 45 oblique soft magnetic suction and noise reduction mute door was first created and the sub-category of "mute door" was created, TATA wooden door has been continuously integrating new technologies and materials for 27 years, so far it has accumulated more than 190 patents and led the formulation of a number of national standards. After many technical iterations, PRO 36dB professional-grade noise reduction mute door released in 2025 accurately adapts to the core expectations of different groups of people for "quiet life".   On the service level, TATA Wooden Door took the lead in upgrading the after-sales service to "five-year warranty and lifelong maintenance", and further advanced the service to the purchase link, realizing the lifelong warranty of five core issues in the industry, and completing the leap from "selling products" to "selling certainty, service and experience". The production end relies on six intelligent bases and meets diversified needs with flexible customized production lines; The channel covers nearly 2,500 stores in more than 1,200 cities across the country, realizing the efficient service of "online ordering, short-time response survey and quick delivery performance".   From technological innovation to product iteration, from brand building to service upgrading, TATA Wooden Door has been deeply cultivated for 27 years, building a deep barrier of "brand-technology-product-service" and realizing value jump through the cycle.CIFF Shanghai believes that TATA wooden doors have long focused on continuous category innovation, providing a reference sample for the home furnishing industry.   IP deepening of "Love Fight Day": empathize with users and pay tribute to everyone who loves to fight.   The truly penetrating marketing is not only a competition between volume and flow, but also an accurate occupation of users' minds. In 2025, TATA Wooden Door upgraded the anniversary celebration to the brand's long-term IP "Love Fighting for the Day" and put forward the slogan "Enjoy the Quiet World and Win the World". In 2026, the brand further proposed "to be quiet and extraordinary for love" and to further expand the "spirit of love".   At the meeting, TATA Wooden Door announced the launch of the "Strengthening" plan: the first TATA Wooden Door Cup 2026 National Junior Table Tennis Invitational Tournament will be held in Beijing, Shanghai, Chengdu and Shenyang from late May to early June to help the future development of table tennis and pass on the "spirit of love" to the next generation. During the World Table Tennis Championships in London, TATA Wooden Door will also lead small table tennis players and brand users to London to watch the finals of men's and women's teams.   In a noisy era, TATA Wooden Door understands the desire of ordinary people for a quiet life, and puts forward that "everyone who loves to fight deserves a quiet home" to guide consumers to pay attention to the problem of family noise and build a healthy living.CIFF Shanghai also noticed that combining the sportsmanship with the narrative depth of home brands will help brands to establish emotional connection in the stock market and realize long-term user precipitation.   "Jane Jane" series new product release: let the home return to purity   Based on the accurate insight into users' needs, TATA Wooden Door has released a series of new products of "Jane Zhen". This series deeply restores the texture of solid wood through micron 3D scanning, 6-color three-dimensional overprint and MLF micro-texture, bringing a delicate and smooth skin feeling experience. It continues the technical accumulation of TATA wooden doors in the silent field for more than ten years, making family life less disturbing and more calm. At the same time, the "Jane Zhen" series is more durable, dirt-resistant, and easy to take care of, so that home can return to simplicity and purity, and life can return to its original state.