The custom home furnishing industry has launched a new round of price wars. The industry leader Oupai Home Furnishing has launched 699 low-priced products to bombard the industry, but some dealers have not followed suit, and their peers have ridiculed their downsizing.

In early September, Oupai released the "Fiscard series" of customized cabinets priced at 699 yuan/square meter (meters), and the event was limited to 45 days from September 1 to October 15. The price of Oupai, another brand owned by Oupai, was even lower at 599 yuan/square meter.

Four days later (September 6), "Milana", a sub-brand of Sofia (002572.SZ), which ranks second in the custom home furnishing industry, also launched custom cabinet products at 688 yuan/square meter (m), which is 11 yuan lower than the unit price of Oupai. Milana said the event was insured for up to 300 days.

On September 8, Shangpin Home Delivery (300616.SZ) launched a preferential activity with a unit price of 699 yuan/square meter, but from the current information, it is limited to wardrobes and cabinets. The activity is limited to September 8 to October 31, and the activity lasts for a total of 54 days.

Just four hours after the release of Shangpin Home Delivery, Sophia's wardrobe division, which accounts for more than 80% of its revenue, said that on the basis of the 39,800 yuan package set in February, the price of the excess part was reduced to 799 yuan/square meter, and it would use ENF grade (solid wood grade) Kangchun board.

So far, three of the top four companies in the custom home furnishing industry expect to attract consumers with low-priced products.

In addition, the failed IPO of Schneman (full name "Guangzhou Schneman Home Furnishing joint stock company"), its sub-brand AI Home Furnishing also "followed the trend" and launched a price of 666 yuan/square meter, which is 22 yuan cheaper than Milana per square meter.

Price cuts are never-ending. But after these head customization companies started a price war, the criticism in the industry also continued.