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欧派发布会：价值战开启行业拐点

来源：家居百科时间：2026年07月14日 10:41

Market Competition's Endgame: Value War - Oppo's New Quality Initiative Market Competition's Endgame: Value War

Market Competition's Endgame: Value War - Oppo's New Quality Initiative

Oppo

Market competition's endpoint is a value war.

On July 10th, Oppo held a "New Quality Advancement · Oppo 0 Alcohol (Added) Home" launch event in Guangzhou. With the three core measures of "environmental protection as the foundation, quality as the standard, and affordability breaking the circle," Oppo precisely responds to the needs of the times and presents a new answer for the high-quality development of the home improvement industry.

Market Competition

In early June, the new national standard just raised the threshold, and Oppo directly implemented the ENF-level standard across the entire space, jointly landing the 0 alcohol (added) strategy with Wanhua Chemical; many high-end customization precision processes and high-end hardware, were included in the basic standard; even the 499 yuan/㎡ Oppo's underprivileged brand Feisikai, has the same upgrade of 0 alcohol (added) environmental technology. Environmental protection, technology, and affordability, three actions land simultaneously.

When the industry is still competing for traffic with marketing tricks, Oppo chooses a completely different path - to put the original intention of deepening the national quality home into action. Without increasing consumer burden, it significantly raises product power. While creating "high-quality universal affordable home," it also pushes the industry competition into the "value comparison" arena.

But why Oppo? What gives them the confidence?

In the era of stock, value is the future.

First, let's look at some data.

Our country's urban residential housing with a age over 20 years accounts for 35%. The China Decoration and Decoration Association predicts that the market size of the existing housing renovation market will break through 2.3 trillion yuan last year to 2.5 trillion yuan in 2026. According to the data of AVIC Cloud Network, the proportion of existing housing renovation in 2025 has climbed to 52.3%, surpassing new housing for the first time. The China Index Academy data further shows that the proportion of existing housing renovation in our country in 2025 has exceeded 60%, and is expected to exceed 65% in 2026.

There is no doubt that the engine of industry growth has already switched - from the incremental logic of "new housing delivery × channel expansion" to the stock logic of "existing house renovation × value upgrade".