Guangzhou Shangpin Home Collection

What Guangzhou Shangpin Home Collection does

Guangzhou Shangpin Home Collection Co., Ltd. (广州尚品宅配家居股份有限公司) is a publicly listed Chinese home furnishing company founded in 2004 and listed on China's A-share market on March 7, 2017 (ticker szse:300616). The company pioneered the 'full-house customization' (全屋定制) concept in China, offering integrated furniture, cabinetry, kitchen, bedroom, and accessory solutions to mid-market Chinese families, supplemented by four named design collections (Yingguang, Xinghe Liusha, Fanmu, Xiangxie Holiday). It operates an AI Design Factory launched in March 2024 that automates home interior design generation, alongside environmentally certified ENF-level board materials marketed under the Second Generation Kangjian Board brand.

The company's business model is built on a hybrid retail-plus-franchise architecture: company-owned flagship stores in high-footfall Shopping Malls serve as immersive experience centers, while ~500 franchise and joint venture partner stores across 9 cities drive scaled distribution. Revenue is generated primarily through quote-based, project-priced customization contracts with individual consumers, plus franchise and engineering cooperation fees, with additional design service revenue. The company has begun expanding geographically into Southeast Asia and Middle East export markets and is targeting adjacent customer segments including the silver hair (elderly 65+) population and healthcare/educational institutions through the Kangjian Guardian Plan.

Customer segments include primary residential home buyers, secondary franchise and engineering partners, and emerging institutional clients (children's hospitals and schools) reached via CSR-led Kangjian Guardian deployments. Marketing relies on WeChat engagement, Shopping Mall presence, celebrity endorsement (Zhao Liying), and CSR-driven brand building. Strategic partnerships with Fotile (integrated kitchens), Zhongqing Robotics (future home robotics), Shulan (customization), Dunhuang Research Institute (cultural aesthetics), and ICBC (consumer financing) point to systematic ecosystem orchestration around the home purchase journey.

Name

Guangzhou Shangpin Home Collection

Legal name

Guangzhou Shangpin Home Collection Co., Ltd. (广州尚品宅配家居股份有限公司)

Website

https://spzp.com

Company type

Public

Founded year

2004

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Guangzhou Shangpin Home Collection is a publicly listed Chinese full-house customization furniture manufacturer serving mid-market families with AI-powered design, ~500 franchise stores, and integrated home furnishing solutions including kitchens and accessories.

Ownership category

akta.pro rank

Product category

Custom Home Furniture

NAICS

Furniture and Home Furnishings Retailers (4491), Furniture, Home Furnishings, Electronics, and Appliance Retailers (449), Household and Institutional Furniture and Kitchen Cabinet Manufacturing (3371), Household and Institutional Furniture Manufacturing (33712), Furniture and Related Product Manufacturing (337)

SIC

Retail-Home Furniture, Furnishings & Equipment Stores (5700), Household Furniture (2510), Retail-Furniture Stores (5712)

akta.pro primary industry

Flat-Pack & Modular Furniture Assembly (IKEA, Wayfair, etc.) (HSAGAHAA)

Keywords

• Customized home furniture
• Full house customization
• AI interior design
• Kitchen cabinetry solutions
• Made-to-order furniture

Headquarters

HQ city

Guanzhou

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Full-house Customized Furniture and Furnishing: Revenue generated from customized furniture, cabinetry, and complete home furnishing solutions including kitchens, living rooms, bedrooms, and accessories. The company provides end-to-end services from design to installation.
2. Design Services: Professional design services supporting the customization process, including AI-generated designs and personalized home furnishing plans.
3. Franchise and Partnership Fees: Revenue from franchise partnerships and joint venture stores, including store establishment support and ongoing cooperation fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Guangzhou Shangpin Home Collection (广州尚品宅配家居股份有限公司) designs, manufactures, and installs customized furniture and complete home furnishing solutions for Chinese households. The company offers end-to-end services covering kitchens, living rooms, bedrooms, and accessories, delivered through its proprietary AI Design Factory and four branded design collections (Yingguang, Xinghe Liusha, Fanmu, Xiangxie Holiday). It distributes through company-owned Shopping Mall stores and a franchise/joint venture network across 9 cities with approximately 500 stores, and exports custom furniture and technology to Southeast Asia and the Middle East.

Product overview

Guangzhou Shangpin Home Collection is a full home customization (全屋定制) service provider that went public on China's A-share market in March 2017. The company operates a platform-plus-design-collections architecture, offering core full home customization services alongside four named product collections (迎光, 星河流沙, 梵木, 香榭假日), supplemented by an AI Design Factory technology platform that enables automated design generation. The company also manages social responsibility programs including the 爱尚计划 and 康净守护计划. Additional offerings include franchised store operations and cooperation partnership programs.

Differentiator

Problem solved

Functional benefit

Brands

• 迎光 (Yingguang): Whole house customization design series featuring warm, light-inspired aesthetics.
• 星河流沙 (Xinghe Liusha)
• 梵木 (Fanmu)
• 香榭假日 (Xiangxie Jiari)

Products and services

• Yingguang Collection (迎光) A full home customization design collection featuring warm, light-inspired modern interior design aesthetics for residential customers.
• Xinghe Liusha Collection (星河流沙)

Quantifiable outcome

• 11 years of CSR activities reaching 28 provinces and 466 schools
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• 众擎机器人 (Zhongqing Robot)coreStrategic or Co-development Partner · 29 October 2025Strategic partnership to jointly build future home ecosystem with robotics technology integration for smart home solutions.
• 方太 (Fotile)coreStrategic or Co-development Partner · 22 May 2025Joint launch of '全维厨立方K7' product, redefining China's overall kitchen ecosystem with comprehensive kitchen solutions.
• 敦煌研究院 (Dunhuang Research Institute)minorStrategic or Co-development Partner · 14 May 2025Public welfare partnership to protect thousand-year civilization and jointly create new home aesthetics through cultural heritage integration.
• 纾兰 (Shulan)minorStrategic or Co-development Partner · 12 December 2024Partnership to explore personalized customization in home furnishing, focusing on home comfort and customization excellence.
• 工商银行 (Industrial and Commercial Bank of China)minorGTM or Marketing Partner · 28 July 2024Consumer promotion partnership to help more consumers 'live a little better' through preferential financing and payment solutions.
• 爱德基金会 (Amity Foundation)minorStrategic or Co-development Partner · 1 May 2022Partnership for Kangjian Guardian program at Nanjing Children's Hospital, providing healthy spaces for children.
• 中华儿慈会 (China Children Charity Foundation)minorStrategic or Co-development Partner · 1 January 2015Joint initiative '衣旧有爱' (Clothes Old Love) for donating winter clothes to impoverished children in remote areas.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• ZBOM Home (志邦家居): Listed Chinese custom kitchen cabinet and home furnishing manufacturer (603801). Comparable on customization lead-time, integrated kitchen+wardrobe offering and Shopping Mall / franchised distribution footprint.
• Suofeiya Home Collection (索菲亚): Major Chinese custom wardrobe and whole-home furnishing company listed on SZSE (002572), with national direct-store + franchise distribution. Directly comparable on product category, business model and Chinese mid-market customer profile.
• Oppein Home Group (欧派家居): China's largest custom kitchen cabinet and full-home furnishing manufacturer, listed on SSE (603833). Closely comparable to Shangpin Zhaipei on full-house customization model, A-share listing and targeting mid-to-upper residential buyers in China.
• Holike Home (好莱客): China-based custom wardrobe and home furnishing listed company (603898). Overlaps in modular panel-based customization, environmental-grade boards and franchise-driven sales to residential customers.

Broad incumbents

• Wayfair: Large online home furnishings retailer with significant customization and 3D/AR design tools. Comparable on digitally-led home furnishing discovery and design-to-purchase journey, albeit operating primarily in North America/Europe.
• Midea Group (Home Appliance + Built-in): China's largest home appliance manufacturer with growing built-in kitchen and smart-home exposure. Relevant as an ecosystem competitor through Fotile partnership with Shangpin Zhaipei and adjacent integrated kitchen offerings.
• IKEA (Inter IKEA / Ingka): Global flat-pack furniture retail incumbent with growing customization and design services. Comparable on modular/flat-pack product architecture and AI-assisted room planning, though IKEA is far larger and serves a mass-market vs Shangpin Zhaipei's customized mid-market.
• Pingeo Home / 全友家居: One of China's largest home furniture manufacturers by volume, offering both standard and customized home furniture with extensive domestic retail footprint. Comparable as a domestic Chinese full-category home furnishing competitor.

Emerging players

• Fotile (方太集团): China's premium kitchen appliance and integrated kitchen-cabinet provider. Recently partnered with Shangpin Zhaipei on the 'Full-Dimensional Kitchen K7', and otherwise a credible ecosystem competitor in the integrated Chinese kitchen space.

Regional players

• Nitori Holdings: Japan's largest home furnishings chain with growing Asia customization and home-design services. Comparable on integrated home furnishing model and large-format retail, though focused on Japan and select Asian markets rather than China.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Guangzhou Shangpin Home Collection