Suofeiya Home Collection Co., Ltd.

Suofeiya Home Collection Co., Ltd. is a furniture manufacturing company founded in 2003 and listed on the Shenzhen Stock Exchange in 2011. The company specializes in the Chinese home furnishing market, particularly known for pioneering the concept of customized closets. Suofeiya offers a comprehensive range of customized home furnishing solutions, including closets, cabinets, doors and windows, wall panels, flooring, household goods, appliances, and sanitary ware. The company's operations are supported by a brand matrix that includes four major brands: "Suofeiya," "Milanla," "Schmidt," and "Huahe," catering to various market segments from mid- to high-end to niche markets. Suofeiya operates approximately 3,500 terminal stores across 1,800 cities in China and is expanding its digital marketing efforts to integrate online and offline sales channels. With eight production bases and advanced Industry 4.0 workshops, the company has optimized its supply chain, achieving a rapid product delivery cycle and high accuracy in manufacturing processes.

In order to meet the consumer demand for whole-house customization of different consumer groups, the company has created four major brands with different styles in different price ranges, forming a brand matrix covering the whole market. With the launch of the four brands and continued cultivation, the company responds to the consumer demand for one-stop customization of the entire home, around the "big home" strategy, category expansion and upgrading, and has now realized the full category coverage of closets, cabinets, doors, windows, wall panels, flooring, housewares, home appliances, sanitary ware, to better meet the needs of different consumer groups for one-stop shopping in all categories. Demand. The retail channel is the main channel for the Company's business, with about 3,500 terminal stores covering 1,800 cities and regions nationwide. The Company is actively expanding Internet marketing and digital marketing methods to create a closed loop of online and offline integrated marketing through online channeling to offline stores, so as to realize the diversification of retail channel traffic. The whole installation channel is a new channel that the company focuses on, through the introduction of exclusive products and pricing system, to form a difference with the retail channel, and to develop the market from different angles. The bulk business channel mainly serves engineering customers, the company has achieved cooperation with hundreds of engineering customers, providing engineering customers with indoor home whole-house customized products and services, constantly expanding the company's source of revenue and optimizing the channel structure. The company actively promotes the digitalization of change, with an all-round, vertically integrated "digital operation platform", the overall technical level of the industry leading. Dealers complete whole-house customized product design through DIY Home, place orders through the digital operation platform, transfer customer information and product requirements to the factory for automated production, and ultimately deliver to the customer through logistics and installation, with the whole process realized in a digital way. The company also effectively monitors service quality through the Customer Service Index (CSI) system and Dealer Service Index (DSI) system. The company has eight production bases across the country, and has invested in the construction of the industry's advanced Industry 4.0 workshop in Asia, which has greatly shortened the product delivery cycle, and the average delivery cycle of the factory to the dealers has been maintained at 7~12 days for many years, breaking through the production capacity bottleneck that the customized industry is generally facing; the accuracy rate and the return rate have achieved the industry's leading level, which has provided supply chain protection for the front-end sales, and at the same time reduced the operating cost of the factory end and the dealers' end. At the same time, it reduces the operating costs of both the factory and distributor sides.