In 2025, Hunan’s home decoration industry is undergoing a profound journey of “value discovery”.
When the wave of growth recedes, the industry reveals its true riverbed—there are both the ravines left by extensive development and the cornerstones of innovative practices.
At this critical juncture of connecting the past and the future, every industry participant is asking: What is the real power to cross the cycle?
In an era when uncertainty has become the norm, what kind of certainty should we anchor?
In 2026, relevant media plans to launch “Through the Cycle: The Value Anchor of Hunan Home Decoration in 2026”. It is precisely in this questioning that we want to find those “ballast stones” deeply rooted in the industrial texture.
We hope that conversations with leaders will not only record individual thoughts, but also reflect the future of the industry.
In 2025, Hunan’s home decoration market will enter a period of deep adjustment.
The overall growth rate of the industry is slowing down, some companies are shrinking, and consumer decisions are becoming increasingly rational. Against this background, Hunan Jinhuang Science and Technology Investment Group has achieved growth against the trend.
How can companies anchor their direction amid uncertainty?
What is the core fulcrum of the crossing cycle?
“When market growth slows down, consumers will pay more attention to ‘certain value’ – whether the decoration is environmentally friendly, whether the delivery is reliable, and whether the residence is comfortable.” Recently, we talked with Tong Binyuan, chairman of Hunan Jinhuang Science and Technology Investment Group and founder of Jinhuang Home Decoration, to explore the value logic and practical path behind it.
The “iron triangle” of value: the three-dimensional value system behind the adverse growth
In the critical stage of the industry shifting from “price competition” to “value competition”, Tong Binyuan attributed the growth of Jinhuang Science and Technology to the continued development of the “three-dimensional value system”: environmental protection and health as the foundation, high-quality delivery as the core, and humanized design as the soul.
He pointed out that when the market shrinks, consumers will be more cautious and value “certain value.”
Jinhuang has early laid out its own scientific and environmentally friendly building materials system. Its Blue Sky Dolphin diatom series materials achieve zero formaldehyde release, solving health anxiety from the source. At the same time, it has created an “engineering iron army” to ensure delivery quality through its own industrial workers under militarized management and an 8-level quality control system. In addition, original designs covering health, intelligence, elderly care and other scenarios form an irreplaceable closed loop of value.
“This kind of value creation is not a short-term marketing behavior, but a full industry chain capability that runs through material research and development, design planning, construction delivery, and after-sales maintenance.” Tong Binyuan emphasized that this enables companies to continue to gain customer trust amid market fluctuations.
Delivery revolution: the construction of “verifiability” of trust
In 2025, Jinhuang Home Decoration’s core delivery indicators will remain at the forefront of the industry – decoration quality satisfaction will reach 98.7%, material satisfaction will reach 99.6%, and project progress satisfaction will also remain at 95.4%.
Tong Binyuan believes that the core of transforming “delivery” from a cost item into a trust lever lies in standardization, transparency, and experience.
Traditional home decoration regards delivery as a cost because it only focuses on “completed construction”.
In 2025, Jinhuang Home Decoration defines delivery as a “full-cycle service experience”: through standardized systems such as 60 golden diamond processes and 9 healthy living systems, the construction quality can be followed; the project progress is updated in real time through the ERP system to achieve “visual delivery”; it also launches the “Beautiful Habitat Butler” lifelong maintenance service, extending delivery to long-term living scenes after decoration.
Tong Binyuan shared a typical case: In 2025, an owner in Meixi Lake, Changsha was initially skeptical of the “delivery commitment” of the home decoration company.
During the construction, the project manager took the initiative to report the progress every week, and invited him to participate in the entire process during inspections. In response to his detailed requirements for bathroom odor prevention and sound insulation, the technical team optimized the plan on the spot – using an RDS central drainage system to solve odors, and using silent doors and spiral drain pipes to improve the sound insulation effect.
“In the end, he not only settled the balance on the spot, but also recommended three neighbors to choose Jinhuang.” Tong Binyuan said, “The core of the delivery experience is to make customers feel at ease.”
Design Empowerment: From “Aesthetic Decoration” to “Lifestyle Solutions”
The design of Jinhuang Home Decoration has already jumped out of “aesthetic decoration” and entered the deep water area of “lifestyle solutions”.
Tong Binyuan pointed out that the essence of home decoration is to “serve people’s living”, and aesthetics is only superficial, while the core is to solve the living pain points of different groups of people.
In the field of healthy homes, the design team integrated nine healthy living systems into space planning; in terms of aging-friendly renovation, the company undertook the construction of the provincial benchmark project “Xiang AI Space” barrier-free aging-friendly science popularization experience hall; in the design of low-carbon moving lines, it reduced ineffective walking by optimizing the spatial layout, and matched energy-saving appliances and environmentally friendly materials to reduce residential energy consumption.
These design empowerment bring significant business value.
Tong Binyuan revealed that in 2025, the customer unit price of Jinhuang’s mid-to-high-end packaged products will increase by 23% year-on-year, and the repurchase rate and recommendation rate from old customers will account for 65%.
“Many old customers will choose Jinhuang again when they buy a home for the second time, because our design can accurately match their living needs at different life stages.”
Trust Reshaping: “Transparency” Practice to Break Information Asymmetry
In the face of more cautious consumption decisions, Jinhuang Home Decoration transforms abstract “value anchors” into concrete measures that are perceptible, verifiable, and traceable.
Tong Binyuan said that the company has done three things right: first, price transparency.
Continuing the “square meter pricing” model, we launched a “full list quotation” to list all costs one by one and eliminate “added items and missing items”.
Second, quality visualization.
Through relevant video accounts live broadcasting the construction site and opening an immersive life aesthetics experience center, customers can intuitively see the material quality and construction technology.
Third, health can be verified.
All completed projects provide third-party authoritative environmental testing reports to ensure that indoor environmental protection indicators meet standards and support “installation and move-in”.
“The pain point of trust in traditional home decoration is ‘information asymmetry.’” Tong Binyuan analyzed, “Jinhuang Home Decoration has broken the information barrier through ‘transparency’, turning ‘customers need to verify it themselves’ to ‘we proactively show it to customers.’”
Green practice: from concept to value transformation of the entire chain
“If decoration is not environmentally friendly, it is equivalent to murdering money and life.” Adhering to this concept, Jinhuang Home Decoration has achieved success in 2025.
“Environmental protection upgrade throughout the chain.”
Tong Binyuan introduced that the specific practice includes three levels: independent research and development and upgrade of core materials, and its subsidiary Blue Sky Dolphin deepens cooperation with BASF Group to produce inorganic mineral coatings that adsorb and decompose 97.4% of free formaldehyde; green screening of the supply chain, establishing 7A material selection standards; environmentally friendly optimization of construction processes, promoting water-based diatom mud construction, glue-free installation and other processes.
In 2025, 72% of customers chose Jinhuang Home Decoration due to its “environmental protection advantages”, and the customer conversion rate increased by 18 percentage points year-on-year; the premium capacity of environmentally friendly integrated products increased, and the sales volume of high-end series products increased from 35% to 52%.
“More importantly, green environmental protection has become the brand label of Jinhuang Home Decoration.” Tong Binyuan said, “‘Environmentally friendly and reliable’ is the primary keyword when customers mention Jinhuang Home Decoration.”
After the implementation of the “Residential Project Standards” in 2025, Jinhuang Home Decoration immediately upgraded its corporate specifications according to the standards.
At the same time, we combine policy requirements with customer needs, transform “green housing” requirements into “healthy air systems” and “food-grade drinking water systems” that customers can perceive, and implement policy concepts into specific living experiences.
“Such rigid standards have long become the core competitiveness of Jinhuang Home Decoration.” Tong Binyuan emphasized, “Because it is not simply ‘policy following’, but ‘standards leading’.” The company has participated in the formulation of 9 national, industry and local standards, owns 61 national patents and 167 copyrights, and has internalized policy requirements into technical advantages and service capabilities.
Looking forward to 2026: Three directions to deepen the value anchor point
Facing 2026, Jinhuang Home Decoration will continue to deepen the development of “value anchor point”.
Tong Binyuan revealed that the company will focus on three directions: deepening technological empowerment and increasing investment in research and development of smart homes and environmentally friendly materials; expanding scene coverage and continuing to work on aging-friendly transformation and age-friendly space design; upgrading the service system, optimizing the design service model, and improving lifelong maintenance services.
Tong Binyuan said: “In 2026, Jinhuang Home Decoration will promote the assembly process of interior decoration with modern industrialized digital technology, standardize decoration product parts, standardize construction and installation processes, and refine construction period quality. Ultimately, with healthy and environmentally friendly products as the core and high-quality delivery as the standard
, empowering customers with a better life through humanized design is the brand value.
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He believes that the future of the home decoration industry will no longer rely on marketing gimmicks to attract customers, but will rely on real environmental protection quality, reliable delivery capabilities, and design services that meet needs to provide customers with long-term and stable living value.
“This is Jinhuang’s persistence, and we hope to provide a direction for the development of the industry.”
Faced with market uncertainty, Jinhuang Home Decoration chose to respond with “deterministic value” – through source control of environmentally friendly materials, transparent visibility of the delivery process, scene deepening of design concepts, and lifelong extension of the service system, a value creation system covering the entire home decoration chain has been constructed.
