Which home businesses does capital prefer?

The home industry is welcoming the capital boom

In the first quarter, many home furnishing companies received capital attention, and the capital of the home furnishing industry remained unrelenting

In recent years, the home furnishing industry has gradually gained attention from capital. As one of the categories of “final capital attention”, although the financing of the home industry came later than other industries, it finally ushered in a boom in capital. Whether it is an outside professional investment institution or a “not bad money” enterprise in the home furnishing industry, there are actions to invest in home furnishing enterprises. This can be said to be an unprecedented “money route” in the home furnishing industry.

Home business “money way” is optimistic

According to the incomplete statistics of the reporter, in the first quarter of 2018, the financing related to the home industry has been Over 10 billion, about 10 home furnishing companies have successfully financed, and more than 10 billion yuan of funds have been injected.

The benefits of home businesses entering the capital market are very obvious. According to the 2017 annual report released by Red Star Macalline, Red Star Macalline has invested in Ou Pai Furniture Group Co., Ltd. in 2013, accounting for 4.99% of the invested company. Ou Pai Home is mainly engaged in furniture manufacturing business. The equity investment cost of Red Star Macalline on Ou Pai Home is RMB 157.660 million. In March 2017, Ou Pai Home was listed on the Shanghai Stock Exchange. The Company changed its measurement according to fair value. The fair value of the current period increased by 204,309,233.85 yuan, and the book balance on December 31, 2017 was 2,2006,523,830.85 yuan. In terms of book value, with a total investment of about 158 ​​million yuan in the European home, Red Star Macalline has received substantial profits.

The first to land A shares and H shares, Red Star Macalline naturally “not bad money”, also invested in a number of home industry enterprises, involved in smart home, upstream industry chain leader, home logistics, design and decoration, customization Home and other fields, including Yundingmen lock, Violet IOT, Dream Lily, Cool Manju, Shi Nieman, etc. As a pan-home business platform service provider in the home industry, Red Star Macalline naturally has a more forward-looking insight into the industry. It can be said that its investment layout also reflects the capital’s preference for the home industry. The “unicorn” enterprises and smart homes in the industry, especially smart single products, environmental technology production enterprises, and intermediaries that provide platform services and subvert the traditional decoration mode, have become the focus of capital enterprises.

In the industry, in the past two years, home furnishing companies have received such capital intensive attention. This is unprecedented in the development of the industry for more than 20 years. This also indicates that the industry has great potential. The strength of companies with capital blessings will grow faster, and leading companies in each segment will stand out.

“Hot money” is also hot

From the financing situation of home furnishing companies in recent years, although capital is moving closer to home furnishing companies, “hot” Later, some companies were “slapped ashore”. Obviously, the influx of hot money may bring more opportunities to the industry, but it is also the process of big waves.

The collision between the Internet home improvement field and capital, although spawned a well-known enterprise such as Tuban Rabbit, but the craze in the past has gradually calmed down and the ending is not satisfactory. According to the data from the Prospective Industry Research Institute’s “In-depth Analysis Report on Market Prospects and Solutions for China’s Internet Home Improvement Industry in 2017-2022”, 46 companies in the Internet home improvement sector were financed in 2016, with 51 cumulative financing times and total financing. It was 3.871 billion yuan. Overall, the financing situation of Internet home improvement in 2016 was slightly lower than that in 2015. The number of financing companies decreased by 7 and the total financing decreased by 28.4%.

The Beijing News reporter learned that a number of Internet companies have been closed. Some of the former “Net Red” startups have a lifetime of no more than three years, and many of them are optimistic about well-known investment institutions, but It will soon be silent. From this point of view, it is impossible to fight public relations in the form of “burning capital”. The products and services of the home industry pay more attention to quality. As a company with enough industries, how to seize the opportunity of capital, it is also a lot of home. The issues that companies need to consider.

Industry also reminded that although the current market environment is very good, home furnishing companies should not blindly pursue fast, high-standard products and services are the foundation. While home furnishing companies continue to raise funds and expand their markets, they must also improve their management capabilities and improve their ability to integrate resources so that the value of capital can be revealed.

What kind of home furnishing do you prefer?

With the refinement of various categories in the home furnishing industry, you can see from the companies that financed in 2018, The “specialized” enterprises are also more recognized and favored by investment institutions. As the market environment changes, the gap between enterprises is increasing, and more subdivided and professional home-based enterprises hope to gain more support.

Platform Service Provider

The traditional home improvement industry chain is long, which gives startups many opportunities. In the past two years, with the rise of VR technology and the e-commerce model immersed in the industry, a large number of intermediate service platforms have been created. For example, the cloud design platform based on VR technology and the middleman platform for providing services to the upstream and downstream of the industry chain, these platforms change the traditional decoration process and service methods, not only by the professional capital institutions, but also the giants in the home industry such as Red Star Macalline. The industry favors it.

January 24, based on VR design, the direct supply platform for household products, Guju recently completed a round of financing of 20 million yuan, this round of financing led by zero capital. This round of financing is mainly used for optimization iteration of Guju VR design system and optimization of VR home supply chain product system. Guju is helping between designers and usersBuilding a bridge B2C promotion platform to provide consumers with decision-making advice on soft-packing, home design and decoration.

On March 8th, the home improvement building materials B2B e-commerce platform “Foreman Gang” has completed tens of millions of A+ round financing. This round of financing was led by Zhenghe Magnetics Investment Fund, and the last round of the old shareholders, Silicon Valley Bank, followed suit. The proceeds from the financing will be mainly used to expand the market, expand the coverage to 25 cities, and focus on expanding small B customers. The foreman team was formed in early 2015. The platform is positioned to carry out B2B transactions for home-made accessories, upstream to the first-level agents of home improvement building materials and hardware supplies, and downstream to meet the purchasing needs of small B merchants.

Coca-Cola, the home cloud design platform officially launched on March 9th in November 2013, announced the completion of the $100 million Series D financing. This round of financing was led by Shun Capital, and Pemalion Capital of Temasek , IDG Capital, GGV Jiyuan Capital, Yunqi Capital, Hearst Capital and other institutions to vote. According to reports, Cool Carre is a 3D cloud design tool based on its own ExaCloud cloud rendering technology. It can generate decoration plans in 5 minutes, generate renderings in 10 seconds, and generate VR solutions in one click.

On March 29th, the “three-dimensional home” of the home IT service platform announced the completion of RMB 300 million B round financing. This round of financing was led by Red Star Macalline, and the old shareholders Softbank China and Guangfa Xinde followed suit. It is understood that this financing will be used to expand the national business layout, and comprehensively deepen the empowerment of home improvement industry. 3D official website introduction, it has online speed rendering HD renderings, massive material model, 720°VR panorama, refined management, cloud manufacturing technology, providing 3D cloud design + scene marketing + one-click ordering for the home industry Single + production system + refined big data management” integrated solution.

“Unicorn” Enterprise

There are a large number of participants in each segment of the home industry, as some giant companies expand in size They are also optimistic about capital. These companies or market share, known as “unicorns”, or advanced production technology and product advantages, will stand out in a certain field and become a new star in the investment community.

In December last year, the Mona Lisa Group was listed on the main board of the Shenzhen Stock Exchange, which played a very important role in benchmarking and demonstrating the entire ceramic industry. Looking at the home furnishing companies listed in recent years, concentrated in the custom home, furniture products and home circulation industry, the building ceramics industry has been concerned about the capital market because of its relatively extensive production mode and pollution discharge. Mona Lisa said in its prospectus that the company is the first in China to develop dry-pressed ceramic sheets and supporting green and intelligent production processes. It is one of the pioneering enterprises of thin-type building ceramic products in China. Some insiders said that the future development of home furnishing enterprises with environmental protection technology as a highlight is also optimistic about capital.

At the beginning of this year, at the beginning of this year, Beijing Real Home Furnishing Chain Group Co., Ltd. accepted a total investment of 13 billion yuan from investment institutions such as Alibaba, Taikang Group, Yunfeng Fund and Jiahua Weiye Capital. As a non-listed company, the Real Home Home Chain Group released 36% of the shares in this round. Among the many investors, Alibaba’s investment is the most eye-catching. Alibaba and related investors invested 5.453 billion yuan to acquire 15% of the shares of the actual home. In addition to the four leading investors, it also includes Hualian Changshanxing, Sequoia Capital, Xinzhongli, Noah Holdings, Boyu Capital, Bo Rui Capital, Jiuding Capital and so on.

Not only is optimistic about investment institutions such as Alibaba, but the home industry is also quite optimistic about the home. On February 26, Gujiajiao issued an announcement stating that it plans to invest 198 million yuan to participate in the establishment of the equity investment fund of Huanggang Joseph Guangshengcheng, which only invests in the home. The announcement pointed out that through this investment, in addition to the company’s strategic cooperation with the actual home, the company will also share the listed investment income of the actual home IPO.

Smart Home Items

Smart Home has always been a field of capital optimism. In the context of consumption upgrades, smart homes have gradually become popular, especially the penetration rate of smart items is gradually rising. In the past two years, explosion-proof products such as smart door locks and smart audio have appeared. With the combination of big data and cross-border, every household product that consumers are involved in in their lives may become the direction of the company’s smart home, thus winning the attention of capital.

On January 8, Beijing Source Intelligent Technology Co., Ltd. announced that it has completed a round of financing of tens of millions of yuan. The financing was jointly invested by Gaochun Capital, Shuimu Capital and Donglin Capital. In August 2017, Red Star Macalline also invested in source code intelligence. Committed to the development and design of intelligent doors and windows, to transform the indoor air environment for users. The source code intelligent window mainly integrates sensors and control chips into the hardware structure of traditional doors and windows, collects indoor and outdoor temperature, humidity, formaldehyde, CO2, TVOC and other air data, and realizes the automatic switching of doors, windows and fresh air systems through control software and AI algorithm. Maintain a good indoor environment. In addition, relying on technologies such as Internet of Things, cloud computing, and next-generation OLED display, the source code smart window supports remote control of users. At the same time, by learning the user’s daily usage habits, intelligently selecting window switch behavior in the corresponding scene, the window-mounted OLED display provides users with Weather, transportation, shopping, health, entertainment, advertising and other app services.

On February 1st, the health sleep solution provider Yu Sheng Technology announced that it has completed a strategic financing of over RMB 200 million. The investors are Red Star Macalline, share investment, European home, and home. It is reported that this round of financing will be mainly used to expand production channels and expand sales channels. Yusheng Technology is committed to the production and research and development of intelligent electric beds. According to official website data, Yusheng Technology has sold more than 4 million electric beds worldwide. In 2016, the company achieved operating income of RMB 1.6 billion, a year-on-year increase of 100%.

At the end of February, Amazon invested about 1 billionThe US dollar acquired the American smart doorbell company Ring, which is a new effort by Amazon to improve the security of parcel delivery and an important layout for the company to enter the smart home industry. The core technology of Ring is to connect the doorbell with camera to the mobile phone or tablet of the head of the household, so that the head of the household can have a remote visual dialogue with the visitor or courier and monitor the safety of the home.

When the company was invested by Red Star Macalline on March 19, Yunding Technology, a technology company focused on smart home, announced that it has completed the C+ round of financing of over 100 million yuan. , Lenovo Star, the peak of the peak and the cast. According to public information, Yunding Technology obtained the investment of millions of angels from Lenovo Star and Xianfeng in June 2014. In April 2015, it won the A-round financing of Midea Group, LeTV and Lenovo Star 15 million yuan; In March 2016, it received Fosun Ruizheng tens of millions of RMB B round financing; in March 2017, it received Harvest Investment and Red Star Meikailong 51 million yuan B+ round financing. Yunding Technology is an innovative technology enterprise in the field of smart home. It owns brands such as “Lu Ke” and “ Yun Ding”, covering smart door locks, door and window sensors, doorbells, smart meters, smart water meters and other smart home security. Products, and based on these products provide intelligent management services for apartments.


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