After JD.com’s strong entry into the self-operated home decoration industry, the home building materials industry has made another major move. Oppein, the leader in customization, has officially launched a full-link home decoration closed-loop layout, directly impacting the upstream panel supply chain.
On May 5, Oppein Home held a press conference for the 2026 Big Home 6 Standards in Xiamen. It officially announced that it will fully focus on the decoration track and launch a self-developed aldehyde-free antibacterial board. The board will be fully used in whole-house customization, cabinets, wall protection, cabinets and other products.
The core of this strategy focuses on the three major directions of intelligence, environmental protection, and customization. From the source of self-research of panels, design solutions, whole-house customization to the implementation of the entire home decoration, it will open up the entire home decoration industry chain and create its own panel supply chain system, no longer relying solely on external panel suppliers.
As the absolute leader in customized home furnishings in the country, Oppein’s annual revenue exceeds 10 billion, and its channels cover the whole country. This self-developed panel + full-case installation directly benchmarks the self-operated model of JD Home Decoration, and reversely controls the upstream panel supply from the terminal, which has a profound impact on the entire panel industry.
A big figure in the panel industry believes that Oppein’s own panels and full-link assembly will have a more direct and fatal impact on the panel industry than JD’s entry into the home decoration industry. Three core impacts must be understood:
The head customization brand is self-sufficient and squeezes out external panel orders
In the past, Oppein and other leading customization companies purchased a large amount of panels from external panel factories.
Now we are self-developing aldehyde-free antibacterial sheets to achieve source self-sufficiency and significantly reduce external purchases. The most stable B-end large orders of small and medium-sized sheet manufacturers have directly shrunk, and industry orders are further concentrated to leading sheet manufacturers.
The environmental protection threshold has been raised again, and low-end boards are completely out of the game
Oppein’s self-developed boards focus on aldehyde-free, antibacterial, and ENF-level high standards, directly benchmarking the new national standards for boards that will be launched on June 1.
In the future, all complete and customized tracks will use high-end environmentally friendly boards as standard equipment. Ordinary E0 and E1-level low-end boards will not even be qualified to enter the supply chain of leading brands.
The trend of integrated equipment is accelerating, and panel manufacturers are reduced from supply to supporting equipment.
The two giants, JD.com and Oppein, all adopt the integrated integrated model. Consumers buy whole-house solutions, not individual panels.
In the future, panels will no longer be independent single products, but only basic materials for assembly. The era of simply selling panels is accelerating. Panel dealers without the ability to complete assembly will have no choice but to be eliminated.
From the demise of JD.com to the entry of Oppein’s self-developed panels into the market, we can deeply understand that the home decoration industry has entered the closed-loop era of giants. Upstream panel manufacturers can no longer immerse themselves in production and must actively adapt to the giants’ tracks and find their own positioning.
The giants are not here to grab jobs, but to eliminate backward production capacity, leave a profit window for high-quality companies, and give all plate factories and dealers three most practical survival suggestions:
Suggestion 1: Actively adapt to the standards of the complete assembly giants and become a subdivided supporting supplier
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Don’t compete with Oppein and JD.com for the terminal market. Take the initiative to upgrade boards according to ENF grade, aldehyde-free, and antibacterial standards. Become a designated base material supplier for complete decoration brands and regional decoration companies. Focus on B-end complete decoration channels, stabilize sales volume, and avoid terminal involution.
Suggestion 2: Give up low-price involution and focus on differentiated functional boards
If the giants make general-purpose aldehyde-free boards, we board manufacturers will have to compete in a dislocated manner.
The company focuses on moisture-proof, flame-retardant, minimalist finishes, imported colors, and OSB high-end panels. It focuses on villa decoration, high-end customization, old house renovation, and aging-friendly renovation. It aims to develop high-end segmented tracks that are not covered by giants and maintain profits.
Recommendation 3: Transformation of panels + services to create a one-stop solution for decoration.
Don’t just sell bare panels, upgrade to panels + door panels + hardware + edge sealing + design + delivery of one-stop packages. Connect with local decoration companies and second-hand house renovation channels, turn products into integrated solutions, and change from selling materials to selling services to increase unit value and irreplaceability.
