Jia.com

What Jia.com does

Jia.com (齐家网), operating through its Hong Kong-listed entity QeeKa Technology (齐屹科技, stock code 1739.HK), is China's largest internet home decoration platform by market share, traffic, and brand influence. Founded in 2007 and headquartered in Shanghai, the platform operates a two-sided marketplace connecting individual homeowners seeking renovation services with vetted decoration companies and building materials suppliers across more than 300 Chinese cities. The platform generates approximately 59.4 million monthly unique visitors and hosts around 12,000 decoration companies, of which 5,799 were active paying merchants as of 2021.

The platform's core technology infrastructure centers on 齐家保 (JiaBao), a proprietary escrow and third-party supervision service that withholds 20% of contract value as a quality deposit and releases funds in stages upon milestone inspections, functioning as a "decoration Alipay." Supporting product modules include 齐家典尚 (a whole-house customization franchise brand), Nola (a wholly-owned light-fashion custom furnishing brand), SaaS tools for decoration company marketing and operations, AI-powered construction site monitoring (AI云监理), and the 齐家标尺行动 standardized 22-point inspection protocol covering 110+ items across four construction phases. The platform is deeply integrated with WeChat, QQ, Weibo, and Baidu — the latter being a strategic investor providing search ranking advantages.

Jia.com monetizes through multiple streams: marketplace commissions on decoration transactions routed through 齐家保 escrow, SaaS subscriptions and platform listing fees from merchants (with 42% YoY growth in new paid merchants in Q1 2021), franchise royalties from 齐家典尚 licensees, brand and advertising partnerships, and financial services including 装修贷款 (decoration installment loans) and 齐家钱包 (an integrated platform wallet). The company reported 2021 annual revenue of approximately 2.086 billion CNY and listed on the Hong Kong Stock Exchange Main Board on July 12, 2018, as the first publicly listed vertical home decoration platform in China.

Name

Jia.com

Legal name

上海齐家网信息科技股份有限公司

Website

http://www.jia.com

Company type

Public

Founded year

2007

Operating status

Ipo

Headcount range

1,001–5,000 employees

Short description

Jia.com is China's largest internet home decoration platform, operating a two-sided marketplace that connects individual homeowners with vetted decoration companies and building materials suppliers across 300+ cities, serving 12,000 merchants and 59.4 million monthly visitors.

Ownership category

akta.pro rank

Product category

Home Decoration Marketplace

NAICS

Building Material and Garden Equipment and Supplies Dealers (444), Furniture and Home Furnishings Retailers (4491), Building Material and Supplies Dealers (4441)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Retail-Furniture Stores (5712)

akta.pro primary industry

Construction, Home Improvement & Building Materials Marketplaces (CRAFABAO)

akta.pro secondary industry

Home, Furniture & Decor Marketplaces (CRAFABAC)

Keywords

• Home decoration marketplace
• Interior design platform
• Renovation services
• Building materials ecommerce
• Construction escrow services

Headquarters

HQ city

Shanghai

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations, Infrastructure

Revenue model

1. Platform Commission / Transaction Fee: Jia.com charges decorating companies for listings, visibility, and transaction facilitation on the platform. Active paid merchants numbered 5,799 in 2021. The platform takes a transaction fee or commission from completed decoration project payments, managed through the 齐家保 escrow system where 20% of contract value is held as quality deposit.
2. SaaS Subscription / Merchant Services: Decoration companies pay for SaaS tools and services including marketing support, design tools, supply chain procurement, and operational management systems.
3. Brand & Marketing Cooperation: Revenue from brand partners who engage in co-marketing, advertising, and promotional activities on the platform through its Baidu-linked brand zone and multi-channel marketing ecosystem.
4. 齐家典尚 Franchise Revenue: Revenue from franchise partnerships under the 齐家典尚 brand, which provides brand licensing, training, supply chain, and operational support to franchisee decoration companies.

Pricing tiers

Distribution channels6 records

Marketing channels10 records

Core offering

Jia.com operates a two-sided online marketplace that connects individual homeowners seeking home decoration and renovation services with vetted decoration companies, building material suppliers, and home furnishing merchants across more than 300 cities in China. The platform provides transaction infrastructure including the JiaBao (齐家保) escrow payment service with third-party supervision, standardized construction inspection (22 standards / 110+ items), and dedicated Decoration Butler advisors, while also supplying SaaS tools, franchise branding, and lead generation to its network of 12,000+ decoration companies.

Product overview

Jia.com operates as a comprehensive online home decoration ecosystem combining a platform model with multiple integrated service modules. The core platform (齐家网) connects users seeking decoration services with verified decoration companies, building material suppliers, and home furnishing merchants. Key product modules include: 齐家保 (Qijia Bao) - the platform's signature escrow-based payment protection service functioning as construction fund custody with third-party supervision; 齐家典尚 - a franchise brand for whole-house customization; Nola - a light-fashion custom furnishing brand; and 齐家旺铺 - a merchant reputation platform. Supporting services include SaaS tools for decoration companies, 装修贷款 financing, 第三方监理 third-party inspection, 装修管家 personal decoration advisors, and AI云监理 AI-powered construction monitoring. The platform also offers group purchase (齐家团购) and an e-commerce marketplace (建材家居馆) for materials procurement.

Differentiator

Problem solved

Functional benefit

Products and services

• Jia.com (齐家网) Online Decoration Platform The primary online home decoration and renovation platform connecting individual homeowners across 300+ Chinese cities with a curated network of 12,000+ decoration companies, building material suppliers, and home furnishing merchants. The platform provides free quote calculation, free design tools, AI design visualization, company matching, project supervision, and payment protection.
• JiaBao (齐家保) Escrow Payment Protection Service

Quantifiable outcome

• 5,799 active paid decoration merchants in 2021
• +2 more outcomes

Named customers5 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

AI capability6 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered major and core.

• 中国联通 (China Unicom)majorStrategic or Co-development Partner · 1 December 2021Jia.com signed a strategic cooperation agreement with China Unicom Group at the 2021 China Unicom Partner Conference to jointly promote '千兆智家' (Gigabit Smart Home) services, leveraging both companies' strengths in product, technology, and service.
• 上海浦东发展银行 (Shanghai Pudong Development Bank)majorStrategic or Co-development Partner · 1 November 2021Jia.com and Shanghai Pudong Development Bank (嘉定支行) entered a strategic cooperation agreement to explore new models of bank-enterprise cooperation. The partnership aims to serve financial needs within the home decoration ecosystem.
• 上海拉齐娜国际设计 (Shanghai Laqina International Design)coreChannel Partner/ Reseller/ DistributorA high-end decoration company that partnered with Jia.com since 2011. The platform serves as a key driver for Laqina's rapid expansion, helping it grow from a regional player to an enterprise serving 15,000+ households across Shanghai, Suzhou, Hangzhou, and Ningbo.
• 齐家典尚 Franchise Partners (齐家典尚加盟商)coreChannel Partner/ Reseller/ DistributorJia.com licenses its '齐家典尚' brand to franchisee decoration companies across multiple cities, providing brand backing, one-on-one training, supply chain integration, and operational support. Examples include 齐家典尚清远站, 齐家典尚惠州站, and 齐家典尚南京站.
• 齐家典尚清远站coreChannel Partner/ Reseller/ Distributor齐家典尚 franchisee in Qingyuan city. Achieved 16 million RMB output in 4 years (2021) with support from Jia.com's brand, training, and SaaS tools. Jia.com provided full support including talent recruitment, construction standards, supply chain, and brand building.
• 齐家典尚惠州站coreChannel Partner/ Reseller/ Distributor齐家典尚 franchisee in Huizhou city. Grew from 0 to 25 million RMB annual output in second year of partnership, operating 3 stores with 3,000+ sqm total area, with 30% customer return rate. Provided with brand backing, one-on-one training, and SaaS support.
• 齐家旺铺 (Jia Shop)coreChannel Partner/ Reseller/ DistributorJia.com's merchant storefront product enabling material suppliers to set up branded mobile storefronts on the platform, featuring brand/product display, merchant reviews, Q&A, and appointment booking. Merchants access users from all Jia.com traffic portals.
• 上海齐屹信息科技有限公司coreOthersSubsidiary company of Shanghai Jia.com Information Technology Co., Ltd. that jointly operates Jia.com and provides the 齐家保 service as the regulatory party (丙方) in decoration project agreements.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Tubatu (土巴兔): Direct competitor in China's internet home decoration platform space. Tubatu similarly connects homeowners with decoration companies and offers escrow-based payment protection, competing head-to-head with Jia.com for both consumer demand and decoration merchant relationships.
• Zhuxiaobang (住小帮): ByteDance-owned home decoration content and services platform combining short-video content with decoration company matching. Represents a content-led competitive model that challenges traditional SEO-driven marketplace traffic.
• Yiqi Zhuangxiu (一起装修网): Smaller-scale Chinese internet decoration platform offering comparable homeowner-to-contractor matching services. Direct competitor in the same niche, though with substantially smaller scale and traffic than Jia.com.

Broad incumbents

• Behrend Home (贝壳·被窝家装): Beike's home renovation arm leverages Beike's dominant real estate brokerage platform to cross-sell decoration services. As a deep-pocketed incumbent backed by the largest Chinese property transaction platform, it represents a major competitive threat to Jia.com's renovation marketplace.
• Easyhome (居然之家): One of China's largest home furnishing and decoration retail chains with extensive offline mall network. Operates adjacent to Jia.com in the home decoration supply chain, with growing online-offline integration that overlaps with Jia.com's marketplace.
• Red Star Macalline (红星美凯龙): China's largest furniture and home furnishing retail operator with nationwide mall network. Competes indirectly through furniture/home furnishings retail and increasingly through decoration services adjacent to Jia.com's core marketplace.
• Houzz: Global home renovation and design platform combining inspiration content, professional directories, and e-commerce marketplace. Analogous business model to Jia.com at global scale, useful as a comparable for platform monetization trajectories in home improvement verticals.
• Lianjia / Beike (贝壳找房): China's largest real estate transaction platform with growing decoration services vertical. Functions as both an upstream demand source (new home buyers) and increasingly a direct competitor in renovation services via Beike's 被窝家装 brand.

Emerging players

• Homestyler / Kujiale (群核科技): Cloud-based 3D home design platform serving both consumers and decoration professionals with rendering and design tools. Competes with Jia.com for designer and contractor mindshare, particularly through design-first discovery flows.

Regional players

• Porch Group: US-based home services marketplace connecting homeowners with contractors and home improvement professionals. Similar two-sided marketplace mechanics to Jia.com but operating in a different geography with different regulatory and competitive dynamics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors11 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jia.com