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Last year, when Wanjia Lighting decided to phase out its home improvement company and transition to self-operated home improvement, some viewed it as a misstep. However, just a few days ago, the launch of the home self-support portal for home improvement suggests that the trend is gaining traction. Many consumers and seasoned industry professionals are questioning this move, asking whether stores are truly capable of handling home improvement and whether this signals monopolistic tendencies in the multi-channel expansion of home stores. In response, prominent home furnishing giants in Beijing, drawing from their own experiences, have voiced confidence in the store’s self-operated home improvement efforts. They emphasize that this move is merely a strategic adaptation to competitive market dynamics.
Self-made home improvement is inherently diverse. "Not every home furnishing store needs to venture into home improvement, and businesses must make tailored decisions based on their unique circumstances and market environments," stated Jing Ran, General Manager of Wanjia Lighting Decoration City. Using Wanjia Lighting's own experience with home improvement, he explained, "Home improvement is essentially about expanding business operations. Wanjia Lighting chose to cancel its home improvement company because the model was not profitable. While both entities engage in home improvement, their starting points differ." He believes the key lies in finding one’s niche amidst market competition.
Zhang Junxiong, Executive General Manager of Jiahe Jiamei Furniture Market Co., Ltd., described in-store home improvement as a "positive development." He noted that self-operated home improvement provides consumers with additional options while driving home improvement companies to enhance their service standards and engage in fair competition with stores. "Whether the home improvement project succeeds ultimately depends on the service quality and management philosophy of the store. Trusting consumer-focused stores like Wanjia Lighting and Actual Home, you can feel assured."
The emergence of multi-industry involvement is not synonymous with monopolization. Once, companies relied solely on one channel to deliver all products and services. However, with intensifying market competition and the growing complexity of home furnishing enterprises' octopus-like expansion, developing multiple channels to serve customers appears logical. As Wang Linpeng, General Manager of Juran Home, responded to external skepticism, "Juran Home has always championed a one-stop service approach. We’ve opened a hardware and coating supermarket, a soft furnishings sales area, and offer products ranging from high-end to mid-range. This new self-operated home improvement initiative further enhances consumer choice." He added that viewing this move as indicative of monopolistic behavior would be misleading, since stores engaging in self-operated home improvement simultaneously encourage fair competition with external home improvement companies, fostering a "competitive yet collaborative" dynamic to elevate the industry collectively.
Zhao Jianguo, President of Jimei Home Furnishing Group, also endorses the expansion of self-operated home furnishing offerings. He argues that any brand aiming to establish itself regionally must diversify its product distribution channels and maintain sustainable growth, all while avoiding overextension. "A brand's reach should match its capacity—just like filling a bowl appropriately. With branches nationwide and a strong brand reputation, Jimei can sustainably explore new channels."
Adaptability is central to seizing opportunities. Whether it's venturing into home improvement, integrating services, or creating lifestyle halls and experience centers, these successes underscore the importance of adapting to change. Zhang Junxiong shared that Jiahe Jiamei's decision to transform its Maliandao store into a teahouse stemmed from recognizing the cultural, transportation, and historical context of the location, making tea business a better fit.
Insiders highlight that sustained success demands comprehensive resource management and integrated marketing strategies. Brands must tailor products and marketing approaches across channels, as each targets distinct consumer groups. The market no longer tolerates one-size-fits-all solutions. Some brands have faltered by prematurely entering unproven channels. Thus, businesses should prioritize adaptability over rigidity or imitation.
In conclusion, the evolving landscape of home furnishing and home improvement reflects the broader imperative for businesses to remain flexible and innovative to thrive.