Shanghai Home Expo understands that the one-stop consumption wave is sweeping through the home industry, and whole-home customization has become an irreversible mainstream development trend. Currently, numerous leading home brands are fully deploying whole-space, whole-category businesses, enabling whole-home customization to completely break away from being a mere marketing concept and become the core competitive track of the industry.

The rapid rise of whole-home customization stems from a triple transformation in consumption, business operations, and industry competition. Young consumers have now become the main force in home renovation, no longer satisfied with scattered purchases of individual furniture pieces, but instead pursuing worry-free, unified, and controllable whole-house renovation solutions. The one-stop whole-home model precisely aligns with contemporary residential consumption demands, compelling home brands to abandon traditional single-item sales models and upgrade to integrated service systems.

In the era of existing stock, customer acquisition costs in the home industry continue to rise, with single-category products featuring low average order values and poor conversion efficiency, continuously reducing operational cost-effectiveness. Whole-home customization, however, can significantly increase average order values, maximize the utilization of traffic resources, and effectively enhance corporate revenue and profitability, becoming the core path for home brands to improve quality and efficiency. Meanwhile, industry category boundaries have been completely broken down, with brands crossing into new territories and diversifying their expansion. Enterprises that cling to a single track are easily squeezed out by the market, making whole-category layout an inevitable choice for business survival and development.

Whole-home customization is not simply a stacking of products, but rather a comprehensive revolution for brands across product lines, store operations, design services, and supply chain systems. Major leading brands have explored differentiated development models while also facing their respective development shortcomings. OPPEIN focuses on an integrated design-and-decoration ecosystem service, with core products self-developed and supporting categories centrally sourced, but the investment cost for large whole-house experience centers is extremely high, raising dealer operation thresholds and intensifying industry polarization.

KUKA Home leverages its soft furnishing advantages to build a "customization + soft furnishing" dual-drive whole-home model, with customization business revenue growing steadily. However, its custom cabinet business started relatively late, and production craftsmanship and scale accumulation still need improvement. SOGAL focuses on a whole-case design strategy, upgrading whole-house services based on exclusive industry standards, with positive market response. However, the lag in transformation of traditional operators' business thinking and service capabilities constrains the brand's rapid development. Man Wah's functional sofas feature high recognizability and outstanding comfort, but the functional product style is limited, making it difficult to adapt to mainstream home decoration styles and achieve perfect whole-house aesthetic coordination.

The industry has now formed a unified development consensus, with brands successively building immersive scenario-based flagship stores, weakening traditional sales associate promotion models, and making designer whole-case services the core competitive advantage. Supply chains generally adopt an integrated model of "core self-development + peripheral cooperation," and industry competition has shifted from simple category expansion to a contest of systematic, branded comprehensive strength.

The whole-home customization transformation represents a deep upgrade for the entire industry, placing new demands on brands, dealers, and designers alike. Dealers need to move beyond a pure sales mindset, focusing on user lifestyle scenarios, delivering whole-home solutions adapted to different family needs, precisely positioning based on local consumption capacity, while building professional delivery teams to ensure unified distribution and installation across multiple categories, enhancing user experience.

The designer role has also been comprehensively upgraded, evolving from draftsmen to whole-house solution coordinators, requiring expertise across multiple domains including hard decoration, custom craftsmanship, soft furnishing coordination, and smart devices, leveraging professional integration capabilities to create high-quality delivered projects. Brands must complete internal transformations, optimizing product lines and supply chains, unifying departmental performance metrics, breaking down internal barriers, and elevating the brand core from product selling point promotion to value delivery of lifestyle.

At the current stage, the whole-home customization track still faces numerous pain points: multi-category operations bring enormous inventory pressure, multi-link coordinated delivery is prone to errors, and the industry suffers from severe homogenization and frequent price wars. In 2026, whole-home customization competition has entered deep waters. Future industry competition will no longer be a contest of category quantity, but rather a comprehensive competition of delivery capability, design innovation, service systems, and brand tonality. Only enterprises that precisely deepen their expertise, operate efficiently, and build differentiated advantages can continue to lead through industry consolidation.

Source: toutiao