In 2026, China’s home furnishing and building materials industry will be driven by both policy dividends and market demand, with the market size expected to exceed 6.2 trillion yuan, representing a year-on-year increase of 8.5%. With the in-depth implementation of the “Work Plan for Stabilizing Growth in the Building Materials Industry (2025-2026)” issued by six departments, the revenue target for green building materials is set at 300 billion yuan. Coupled with the recovery of the real estate market, the continued rise in second-hand housing transactions, and the implementation of urban renewal policies, the home furnishing and building materials industry is transforming from “scale expansion” to “green transformation + service standardization upgrade.”
Customized home furnishings, green building materials, and smart building materials are showing high growth trends, with chain operations, digitalization, and policy adaptation becoming the core directions for investment expansion.
</ … Based on this, relevant professionals, drawing on their practical experience in investment promotion in the home furnishing and building materials industry and relying on relevant platform resources, have released a special forecast report. This report deeply analyzes the core logic of investment promotion in the home furnishing and building materials industry in 2026, predicts the implementation path of the "investment promotion + industry + capital" ecosystem in the home furnishing and building materials sector, and provides precise guidance for the channel expansion of home furnishing and building materials brands. I. Core Trends in Home Furnishing and Building Materials Investment Promotion in 2026: Three Major Changes Reconstructing the Industry's Expansion Logic In 2026, investment promotion in the home furnishing and building materials industry will move away from the extensive model of "homogenized product distribution" and enter a high-quality competition stage characterized by "precision targeting, intelligent operation, and regional adaptation." These three core trends will determine the success or failure of brand expansion. Trend 1: Increased Sector Differentiation, with Three Core Sub-sectors Becoming the Main Force for Investment Promotion. Investment promotion in the home furnishing and building materials industry will present a pattern of "quality improvement in mass-market categories and incremental growth in subdivided sectors," with significant differences in investment promotion logic across different sectors. Among them, the green building materials sector, as a core policy support area, benefits from policy dividends such as the promotion of green building materials in rural areas and government procurement support. Demand for categories such as bamboo fiberboard, zero-formaldehyde boards, and building-integrated photovoltaics (BIPV) is booming, and the demand for investment in these projects is expected to increase by more than 40% year-on-year. Meanwhile, the customized home furnishing sector shows a clear leading brand effect, with investment attraction focusing on empowering "standardized design + standardized installation." In the smart building materials sector, categories such as smart locks, temperature-controlled glass, and smart kitchen and bathroom equipment are rapidly gaining popularity, with investment attraction emphasizing "product compatibility + after-sales technical support." Furthermore, brands are accelerating the integration of scattered regional building materials stores, and the "franchise + service standardization upgrade" model has become an important path for the industry's large-scale expansion. Trend Two: Deep Digital Penetration, Reconstructing the Efficiency of the Entire Home Furnishing and Building Materials Investment Attraction Process. Digital tools will extend from the home furnishing and building materials operation end to the investment attraction end, becoming the core engine for improving investment attraction efficiency and franchise survival rate. In 2026, home furnishing and building materials investment attraction will achieve "three major digital upgrades," including digital customer acquisition, digital operation, and digital supply chain. The "Omnichannel Recruitment and Growth Digital Marketing System," iterated by the Omnichannel Franchise Network in 2025, will be upgraded in 2026 with a dedicated module for home furnishings and building materials. Trend Three: Regional Expansion Differentiation, Policy Adaptability and Deep Cultivation in Lower-Tier Cities Become Key to Recruitment. In 2026, home furnishings and building materials recruitment will form a clear pattern of "quality improvement in high-tier cities and expansion in lower-tier cities," with lower-tier markets contributing 42% of market growth and becoming the core battleground for brand scale breakthroughs. Simultaneously, policy adaptability and the ability to meet the needs of old house renovation will become the core competitiveness of regional recruitment. Eastern coastal provinces and cities will focus on recruiting in high-value-added sectors such as customized home furnishings and smart building materials, while the central and western regions will focus on the large-scale expansion of green basic building materials and supporting products for old house renovation, forming a regional synergistic effect. II. Platform Adaptation and Upgrade: A Dedicated Ecosystem Implementation Path for Home Furnishings and Building Materials Based on the characteristics of investment promotion in the home furnishings and building materials industry, relevant platforms have clarified their specific upgrade directions for 2026, constructing a full-chain service system from investment promotion and customer acquisition to operational empowerment and capital docking. Upgrade Direction 1: A Dedicated Digital Investment Promotion System for Home Furnishings and Building Materials, Accurately Matching Supply and Demand with Policies. In 2026, the Omnichannel Franchise Network will complete the 3.0 iteration of its digital investment promotion system for the home furnishings and building materials industry, creating three core functional modules; the Omnichannel Business Research Institute will develop a "Digital Management Platform for the Entire Process of Home Furnishings and Building Materials Investment Promotion." Upgrade Direction 2: Deepening the Integration of Home Furnishings and Building Materials Industry Resources, Solving Core Pain Points in Supply Chain and Services. The platform will focus on strengthening industry-side empowerment, exerting efforts in supply chain integration, service empowerment, and policy empowerment. Upgrade Direction 3: Focusing on Capital Empowerment in Home Furnishings and Building Materials, Opening a Closed Loop of "Investment Promotion Expansion – Capital Appreciation." In 2026, capital investment in the home furnishing and building materials industry will focus on three major areas: "green transformation, digital upgrading, and intelligent innovation." The platform will deepen its cooperation with investment institutions to help high-quality home furnishing and building materials companies complete financing. III. Core Value of Home Furnishing and Building Materials Companies: Four Exclusive Empowerments to Solve Recruitment and Expansion Challenges The platform's specialized upgrade for home furnishing and building materials will precisely address the four core pain points currently faced by home furnishing and building materials brands in recruitment: "difficulty in customer acquisition, unstable supply chain, insufficient service standardization, and weak policy adaptation." It will bring four exclusive business values, including cost reduction and efficiency improvement, quality improvement and revenue increase, resource integration, and service standardization empowerment. Conclusion: Home Furnishing and Building Materials Recruitment Enters a New Era of "Green + Digital Intelligence + Service" Synergy 2026 will be the "Year of Value Reconstruction" for home furnishing and building materials recruitment. The simple "product output + franchise fee" model will be eliminated, and "precise matching of tracks + full-cycle service empowerment + policy ecosystem synergy" will become the mainstream logic. The ecosystem of "recruitment + industry + capital" specifically built by the relevant platforms for home furnishing and building materials will provide home furnishing and building materials brands with full-chain, customized recruitment solutions, and is expected to become a "trendsetter" in the home furnishing and building materials recruitment field in 2026.
