At 10 a.m. on February 11, Beijing Incredible Home and Alibaba, Taikang Group, Jiahua Weiye Capital, and Yunfeng Fund jointly signed an equity investment strategic agreement with an investment of up to 13 billion yuan. This cooperation has also become the first strategic investment of 10 billion yuan in China since the beginning of 2018. Among them, Jiahua Weiye Capital, as one of the leading investors, spent 1.45 billion yuan to buy shares. Wang Linpeng, chairman of unexpectedly Home Group, Chen Dongsheng, chairman of Taikang Group, Song Xiangqian, chairman of Jiahua Weiye Capital, and Yu Feng, chairman of Yunfeng Fund, attended the signing ceremony and formally signed agreements on equity transfer and capital increase as representatives.

In 2017, Incredible Home achieved market sales of 60.8 billion yuan, a year-on-year growth rate of 30.4, and the number of stores nationwide reached 223. As the industrys changers and integrators, actually the home has become a huge home empire. In addition to the imperial demeanor, incredibly home also has a veritable warmth. From external products and services to internal brand value, it is a well-deserved pioneer in the industry. For decades, it has insisted on service first and heart-oriented, guarding the home of every ordinary person.

The reform and opening up has entered its fortieth year, and the rise of enterprises has become the best footnote to the ringing of the times. China has grown into the worlds largest single consumer market. In this 40 years of moist drizzle, the change of consumption concept and the release of consumption ability have also brought new development opportunities for the leader of traditional furniture industry.

The successful introduction of a number of heavyweight strategic investment institutions is a milestone event in the context of consumption upgrading and information reform in the Chinese market, which will certainly lead to a new round of industrial restructuring in the big home industry. This 4 trillion market will start from this and usher in the next round of changes in the spring breeze.

"I think 13 billion is just the beginning. The next story will be even more exciting." Song Xiangqian, one of the four major investors in the home and the founding partner of Jiahua Weiye capital, explained the logic behind the investment.

Just like the silent "good products and good services", the home has already stepped out of the positioning of the "home store" and quietly began the overall layout of the large consumer industry.

In January last year, EATOWN Yi Shoujia Supermarket, a subsidiary of Incredible Home, opened in Beijings Incredible Home Shilihe Store Liangwu Lighting Soft Decoration City. In Yishujia, ordinary people can not only buy selected goods from all over the world, but also enjoy a moment of natural intimacy in urban farms and indoor gardens in supermarkets. They can taste Chinese and Western delicacies and fine wine made by famous artists in the on-site cooking area. Art lovers can even encounter bosom friends in the blue and white porcelain appreciation area.

In addition, as early as 2016, Incredible Home has hatched many new formats to meet the consumption upgrading needs of specific groups, such as Yisheng Sports, Fukang Pension, Yixing Children, and Actually Digital, in order to adapt to the development trend of commodity retailing in the new era of continuous innovation in technology and scenes. These multi-level innovative "small formats" give consumers a wealth of choices and comfortable experience, and shape a new way of life.

Consumers who enter the home are no longer just buying a cabinet or a sofa. They are more likely to go to dinner, watch movies, enjoy flowers and tea. Actually, the home is not only a home store in a pure sense, it is also a living space, proudly living in a corner of the city, creating "another home" for consumers ".

"Big family consumption" is the starting point to understand "new unexpectedly", and the lifestyle change from "common peoples home" to "big family consumption" will form a huge urban centripetal force, making the home a new business card of urban life, and realizing the qualitative change from a home store to a three-dimensional consumer service provider.

Behind this grand vision is the corporate values of service-oriented and people-oriented, and it is also one of the important factors that strategic investment institutions value the future. This requires Wang Linpeng and the strategic investors behind him to have more intelligent business practice and boldness. However, the family should not only be good at "setting up a good stage", but also be good at "singing a good show". And this is the true meaning of Song Qianqians saying that "13 billion is just the beginning.

Over the past 40 years of reform and opening up, China has been galloping like the wind on the track at a galloping speed, and its unparalleled scale advantage has supported Chinas huge market potential. Many industries have formed a steep development curve in this large-scale economy, which is lucky to belong to the big countries. Population, policy, and industrial dividends are still continuously released. Chinas consumer market is worthy of the reputation of the worlds consumer empire. In the field of consumption, the home building materials industry has always been characterized by "heavy assets", "poor environment" and "long industrial chain". In front of one consumer outlet after another, this industry always seems to lack a kind of imagination.

China has become a "consumption empire", but the incredibly home is not satisfied with the position of "the incredibly in the consumption empire". It cuts off the shackles of the industry and draws a Ukiyo-e that belongs to the incredibly home with the blueprint of "nine incredibly". The embryonic form of the "incredibly consumption empire" is beginning to see. However, the home should not only maintain the "first mover advantage" in the traditional core field of big home, but also give full play to the "late development potential" in the new business era where consumption is king. Although this strategic path is difficult, it is full of infinite possibilities.

In June last year, the "First Beijing International Home Furnishing Exhibition and China Life Festival" hosted by Incredible Home was held in Beijing. The exhibition covers a total area of 120000 square meters, with more than one million people watching the exhibition, including many innovative elements such as originality, elderly care, children, 3D, VR, and artificial intelligence.

Another bright spot is that on the basis of strengthening the home furnishing industry, the home has also created a new e-commerce sector-"incredibly designer", and through this online platform, it has successfully realized the transformation from traditional home furnishing stores to "Internet +. Actually, designers take design as the flow entrance, build a whole industry chain integration platform including design, furniture material procurement, commodity sales, construction management, logistics distribution and smart home services, and use the Internet, big data and cloud computing to digitize and 3D the products of offline brand manufacturers to realize seamless connection among manufacturers, stores, distributors and consumers.

To be able to innovate in traditional fields and maintain the traditional background while innovating, the current home just shows the commercial strength of "global home looking at China", and the future home will certainly show the commercial confidence of "global consumption looking at China. The nine concepts of consumption, life, service, finance, investment, digital, intelligent, platform and ecology are becoming the firm development direction and innovative connotation of the home now and in the future.

From the larger background of the times, "Made in China" is moving towards "Chinese consumption", and China is also transforming from a "world factory" to a "world market". We can be happy to see that China, as the worlds largest single consumer goods market, will surely produce worldwide consumer service companies. Incredible home will also build its own consumption empire and create more value for consumers.

The giant commercial map of the house is becoming clearer. This series of measures have fully demonstrated the determination of the home to promote the innovation of the home industry and lead the upgrading of Chinas home consumption from many fields such as brand, format and mode. The road of consuming empire is wider and wider.

The investment logic:
Respect for consumers is the entrepreneurial spirit of origin,
It is also the basis of investment.

Song Xiangqian commented on the huge value behind this investment in this way, "Its good to say that we have rediscovered offline value or that we have redefined the retail model. If we understand the nature of consumption, its good to understand why the already home of industry giants has resolutely introduced strategic investors at this moment."

After Ali proposed "new retail", Tencent, Jingdong and Suning successively proposed "unbounded retail", "the fourth retail revolution" and "smart retail". Commercial retail takes consumption as the core driving force, and the nature of consumption has not changed. It is always the exchange of money and things between people. What changes are only the supporting points of consumption scenes, people, structure, technology, etc. Consumption is upgrading, consumers are rising, and consumer culture is changing. Quality consumption, rational consumption, and experiential consumption are the general trend. If you can sell household goods and do a good job in household services, you can actually provide a good place for the consumers you have always respected. What consumers want to buy, experience and harvest in the house, the house will give in the foreseeable future.

From the perspective of time, the family consumption three-dimensional ecosystem created by the home covers children, youth, middle-aged to old age, throughout the life of consumers, taking into account every member of the family. From the perspective of meeting the needs of consumers, the ecosystem covers all-round needs such as food, drink, housing, transportation, education, entertainment, medicine, and care. In the ecological circle, the platform construction of the whole industrial chain and the construction of the whole format, the orderly connection between the various links, the interconnection of the various formats to form a closed trading loop, passenger flow, information flow, logistics, etc. in the ecological circle for multi-point activation and collection into a flow.

Song Xiangqian also talked about the profound background of this investment. Consumer brands are never short of money, but what the family needs is the real help and post-investment services of four major investors with different endowments. However, large investment institutions have never lacked projects. What they value most is Wang Linpeng, founder of Incredible Home, who always pretends to be consumers and surpasses all difficulties to give customers real and convenient entrepreneurs.

He believes that "entrepreneurs like Wang Linpeng are not businessmen who simply pursue profits, and that restraint of desire, perseverance and self-interest are their paradigms and pursuits, and such entrepreneurship is the scarcest resource. World-class brands like IKEA and Yideli should be born in China, the largest single consumer market, on the premise that the stars shine of great entrepreneurs ."

13 billion is really just the beginning, and the story will be even more exciting.