[Editor's Note] Vigorously promoting the exchange of old for new consumer goods is a major policy that benefits enterprises and the people, and it is also an important measure to implement the strategy of expanding domestic demand in depth. In 2025, Xinhuanet planned the all-media column of "New Observation on Home Consumption", inviting industry insiders to conduct in-depth discussions on the theme of "old for new", summarize and promote typical models and advanced experiences, and continuously release the consumption potential of the home furnishing market.

  Xinhuanet, Beijing, April 15 (Reporter Wang Richen) In recent years, with the continuous development of the national economy and the significant improvement of residents' living standards, the home consumption market has undergone profound changes. Consumers' demand for home products has gradually shifted from single functional value to emotional value, focusing not only on product practicality, but also on product design aesthetics and user experience. At the same time, industry competition is intensifying, and product research and development has shifted from single functional innovation to multi-dimensional competitions such as design, environmental protection, and intelligence.

  Faced with the continuous changes in the internal and external business environment, finding new breakthroughs has become an important topic for home furnishing industry practitioners to think about together. Recently, the 2025 Bunny Whole House Customized Spring New Product Launch Conference and the 11th "Bunny Cup" Design Competition Launch Conference with the theme of "Artise and Art" were held in Deqing, Zhejiang. Shen Yiqiang, general manager of Dehua Bunny Home Furnishing Company, shared in an exclusive interview with Xinhuanet how companies actively embrace changes, actively innovate and break through the deadlock, and open up a new growth track in the fierce competition.

Shen Yiqiang, general manager of Dehua Bunny Home Furnishing Company

  Design-driven innovation seeks new breakthroughs

  At present, the customized home furnishing industry is facing the dual challenges of weak market demand and further compressing the profit margin level of the industrial chain, and more and more companies urgently need to find some breakthroughs. In response, Shen Yiqiang said frankly: "Bunny's core competitiveness comes from the material genes."

  As a company that started with environmentally friendly plates, Rabbit Baby has always built a product moat with strict environmental protection standards. In recent years, enterprises have continued to make efforts in customization business, especially in East China. Shen Yiqiang emphasized that materials are the basis, but relying solely on materials is not enough to cope with market changes. "From the launch of this new product, Bunny's whole-house customization will shift its focus to breakthroughs in design and craftsmanship. Through process upgrades and design innovation, the product will be given higher emotional and experiential value."

  Especially at the design level, Bunny's whole-house customization not only focuses on external style, but also adapts to the current consumer's living habits. Shen Yiqiang said that in the future, the product development of rabbit baby whole house customization will pay more attention to being close to users' usage and living habits, so that the products can better meet consumers' diversified needs.

  Talking about the impact of AI technology on home design, Shen Yiqiang was pragmatic: "At present, AI is more used to quickly match user needs and generate renderings. The core of the design is still insight into human nature." At present, the whole-house customization of rabbit babies has incorporated AI functions into the design system, and will continue to improve in the future, and optimize the front-end response efficiency through large model training.

  Adhere to originality and lead differentiated competition

  This year, Bunny's Whole House Customization has established the pace of launching new products for the first time. Behind this decision is the precise balance between R&D efficiency and market demand by enterprises. "In the past, our product development was more about following the market trend and lacking originality." Shen Yiqiang admitted that with the maturity of the design team and the improvement of R&D capabilities, Bunny's whole-house customization began to turn to actively leading the market.

  "Two seasons a year not only match the peak consumption season, but also quickly respond to consumers' seasonal needs." More importantly, this rhythm has accelerated the implementation of Bubble's whole-house customized original products. "Based on the team's product development and R&D capabilities upgrade, we have determined to accelerate product development and promotion efforts, and hope to launch more products with Bunny's characteristics and propositions to convey environmentally friendly and healthy life concepts."

  Faced with the industry's homogeneous competition, the strategy of Bubble's whole-house customization is to "build walls with differentiation and break through with cost-effectiveness." On the material side, the whole house customization of Tubao has more room for choice than other brands; on the delivery side, the integrated design and delivery capabilities of Tubao's door and wall cabinets have become key advantages, further widening the gap with competitors.

  In addition, Bubble's whole-house customization is accelerating the national supply chain layout. Shen Yiqiang said: "Relying on the advantages of supply chain supporting facilities, Bunny's whole-house customization can better meet user needs and recommend more cost-effective products to the market."

  Grasp the development dividends and strengthen self-construction

  Since 2024, favorable home furnishing policies have been implemented one after another. In particular, the policy of exchanging consumer goods for new products plays a key role in releasing consumption potential, promoting market prosperity, and promoting industrial upgrading, bringing new development opportunities to the home furnishing industry.

  "The old-for-new trade has injected new momentum into the home furnishing industry, and Tubao is also actively responding to the government's call to help implement the policies." According to reports, Tubao has carried out new service for kitchen, bathroom and balcony space in stores across the country, and actively undertakes demand through optimizing the supply chain and rapid delivery. At the same time, enterprises take the initiative to reduce costs and make concessions and give back to consumers. "Policy subsidies and brand discounts allow users to upgrade their home environment at a lower cost," said Shen Yiqiang.

  With the one-stop home decoration service model becoming a trend, decoration has gradually developed into the mainstream of the market. Regarding the rise of the dressing track, Shen Yiqiang believes that this is closely related to the current consumption environment, consumption age, and consumption perception. In terms of development of the decoration business, Shen Yiqiang revealed that Tubaobao Home Furnishing has actively embraced the decoration company in the past two years and has reached strategic cooperation with many well-known decoration companies. However, he emphasized the brand's own value: "Decoration is a trend, but we will not rely on a single channel."

  "For enterprises themselves, they must adhere to the parallelization of 'diversified channels + independent brand building', and strengthen users' sense of trust in the brand through product innovation and service upgrades." Shen Yiqiang believes that enterprises should pay more attention to what value they can bring to users, so that users can truly feel that the brand is indeed trustworthy. "At any time, this is a key magic weapon to support the development of any enterprise."

[Editor in charge: Li Lin]