How can the painting industry break through in the era of existing housing? The "quick and simple renovation" model may become a new growth point.

After communicating with several industry insiders, it has been found that the home decoration industry is currently undergoing a significant structural change: the business volume of new home renovations continues to shrink, while the demand for old home renovations and partial transformations is experiencing explosive growth. Behind this trend reflects the accelerated transformation of China’s real estate market from incremental development to stock operation. According to the latest statistics from the Ministry of Housing and Urban-Rural Development, the scale of urban stock housing in our country has exceeded 35 billion square meters, with residential buildings constructed for over 15 years accounting for nearly 40%. This means that over 14 billion square meters of housing have entered a concentrated renewal cycle.

The “Home Decoration Consumption Trend Report” released by the Beike Research Institute shows that in first-tier and new first-tier cities, the demand for old home renovations has reached 58.3%, surpassing the market share of new home renovations for the first time. This change has given rise to new market demand characteristics: compared to the “whole house overall delivery” of new home renovations, stock home owners prefer “phased on-demand transformations,” ranging from single-room wall refreshes to partial space upgrades, showing a fragmented but consistently long demand cycle. At the same time, the renovation needs during occupancy impose strict requirements on construction timeliness, with over 70% of consumers clearly stating that “the shorter the construction period, the better.”

Environmental safety has become a core consideration. Research data shows that in families with elderly or children, 92% of owners list the environmental protection level of materials as the primary decision-making factor. This consumer psychology is particularly prominent in partial renovation scenarios, as the construction area overlaps significantly with living space, making owners more sensitive to the concentrations of pollutants such as formaldehyde and VOCs. A person in charge of a home decoration platform pointed out: “Customers now require us to provide full-chain environmental certification from base treatment to surface coatings, which was rarely seen in past new home renovations.”

In the face of market changes, the traditional “large and comprehensive” renovation model is encountering challenges. “Lightweight” services, with wall renovation as a breakthrough point, are on the rise. A typical representative is the “Quick Simple Decoration” system launched by Meishua Painting, which focuses on high-frequency essential needs in the wall field and compresses the construction period to 3-5 days. This model uses standardized operating processes, forming a closed loop of 12 procedures from site protection to completion cleaning, and, combined with German-imported construction equipment, significantly improves efficiency while ensuring craftsmanship quality. More importantly, its commitment to “non-occupant construction” precisely addresses consumer pain points, minimizing the impact of construction on daily life through the use of dust-free sanding equipment and instant cleaning systems.

This lightweight asset operation model demonstrates strong market adaptability. Data shows that practitioners using the “Quick Simple Decoration” system have an average order volume 2.3 times higher than the traditional model, with a customer repurchase rate reaching 41%. A franchisee stated: “In the past, taking on a full house renovation required monitoring for two to three months; now I can simultaneously advance 5-6 wall projects, and the capital turnover speed has noticeably accelerated.” Industry experts believe that as the demand for stock home renovations continues to be released, refined services focusing on vertical fields will become mainstream, and companies that can balance efficiency, quality, and user experience will gain market advantage. Currently, various sub-sectors like wall renovation and kitchen and bathroom renovations have emerged with multiple brands generating over 100 million in annual revenue, indicating that the home decoration industry is entering the “precise service” era.