EN
fr 
it 
ru 
pt 
ar 
vi 
th 
tl 
id 
What are you looking for?
Twenty years have passed, turning black hair gray; twenty years of spring blossoms and autumn harvests have yielded true results. In the passionate month of May, as all things flourish, Baineng celebrated its 20th anniversary. A grand ceremony themed "Our Era, Twenty Years of Perfect Timing" was held in Zengcheng, Guangzhou. Guests from various industry associations, partners, opinion leaders, renowned bloggers, mainstream media, and over 400 Baineng global dealers, along with all Baineng Home Furnishings employees, gathered to celebrate this momentous occasion. In the prelude to the vibrant summer, they shared a toast to "Youth," embarking on a new chapter for Baineng's next twenty years.
On May 17th, the internal meeting of Baineng's 20th Anniversary Global Dealer Summit kicked off with a speech by Hu Shuangxi, Chairman of Baineng Home Furnishings, who fondly recalled the company's twenty-year entrepreneurial journey and industry achievements. He stated, "Over the past twenty years, Baineng has grown from a pioneer in stainless steel home furnishings to an industry leader, which is inseparable from the trust and support of every member of our family. As long as we work together, break boundaries with innovation, and win reputation with service, Baineng will surely continue to lead the stainless steel home furnishings industry, enabling more families to enjoy a better quality of home life."
▲ Speech by Hu Shuangxi, Chairman of Baineng Home Furnishings
Following this, Wang Wenshuan, General Manager of Baineng Home Furnishings, along with Vice General Managers Li Peng and Wan Xiaoming, and other core management team members, systematically explained Baineng's future development blueprint, focusing on key dimensions such as business direction, brand strategy, product advancement, service upgrade, omni-channel marketing, and empowering strong stores. By building an order operation guarantee system and a systematic growth plan, Baineng comprehensively empowers its dealers at the terminal level, constructing a solid and sustainable competitive barrier.
The following morning, the Baineng Awards Ceremony recognized hundreds of outstanding distributors, store managers, designers, and teams in global and international retail markets. Several exemplary distributors shared their successful practical experiences, greatly boosting the confidence and morale of the retail teams and laying a solid foundation for the next phase of market expansion.
Marking two decades past, Baineng embarks on a new journey. From strategic upgrading to empowering terminals, from breaking through traffic barriers to deepening service cultivation, Baineng is transforming the consensus of "manufacturer-distributor symbiosis" into a viable advantage for every store. The glory on the awards stage and the wisdom shared by benchmarks have all been distilled into ammunition for the next battle. Rooted in the ground, growing upward—Baineng's next 20 years have begun.
On the afternoon of May 18th, Baineng's fourth 518 Stainless Steel Cabinet Festival and Brand Strategy Upgrade Launch Conference were launched as scheduled. Hu Shuangxi, Chairman of Baineng Home Furnishings, and other core executives, He Fuxin, Secretary-General of the Guangdong Cabinet Industry Chamber of Commerce, Lin Zeyu, President of the Guangdong Stainless Steel Materials and Products Association, Song Yiqun, President of Euromonitor Consulting, Wang Baochun, General Manager of the Functional Hardware Division of Hango Group, David Michael Castonguay, General Manager of Blum China, Zhang Yongzhi, Dean of Youju Research Institute, Zhao Jiahao, Founder of Xiaohao Media, and other guests, as well as Yang Feng, Founder of Dingfenghui, Han Feng, Founder of Home Furnishings Vanguard, Liu Xuedan, Chairman of the Pan-Home Furnishings Influencer Alliance, and dozens of mainstream media such as Global Times, Xinhua News Agency, NetEase Home Furnishings, and Sina Home Furnishings were present to witness the event.
Li Peng, Deputy General Manager of Baineng Home Furnishings, delivered a presentation titled "Leader x Towards the Future," providing an in-depth analysis of Baineng's 20th-anniversary brand strategy upgrade from three aspects: brand positioning upgrade, brand visual renewal, and brand ecosystem co-construction. "There are no companies that succeed forever, only companies that resonate with the times," said Mr. Li. "Only by keeping up with the times can we seize new opportunities. We aim to achieve a comprehensive brand upgrade, using the brand as a beacon to navigate this new blue ocean."
▲ Li Peng, Deputy General Manager of Baineng Home Furnishings
In terms of brand positioning, Baineng has launched a new positioning—Stainless Steel Whole-House Customization Expert. Baineng will remain steadfastly focused on the stainless steel category, leveraging 20 years of deep cultivation and accumulation to refine a perceptible and trustworthy five-dimensional value system. With health and safety as the foundation, quality craftsmanship as the backbone, service experience as the guarantee, and design aesthetics as the sublimation, Baineng fully embraces the strategic positioning of "Stainless Steel Whole-House Customization Expert." The company aims to truly solidify, deepen, and thoroughly implement the word "expert," providing users with whole-house customization solutions that are "tasteful and understand life better."
In terms of brand visuals, Baineng has upgraded its Chinese and English logos and reshaped its brand color scheme, including earth brown and Baineng red, to construct a unified, sophisticated, and memorable visual language. This makes the VI softer and warmer, more in line with its international positioning.
The new terminal image is based on "High-End Taste & Orderly Colors," using earth brown as the base, achieving a comprehensive refresh in positioning and visual identity. The upgraded stores align with mainstream home decoration aesthetics, increasing customer traffic, dwell time, and purchase intent, setting a new benchmark for efficient terminal conversion.
In terms of brand ecosystem, Baineng transcends the logic of single-enterprise competition, focusing on "setting rules, leading trends, and understanding users" to build a symbiotic, co-creating, and mutually beneficial industry ecosystem. This represents a leap from "enterprise-led" to "ecosystem-driven," ultimately achieving a strategic framework of efficient resource synergy, maximized user value, and sustainable industry development.
A comprehensive brand strategy upgrade has been launched, completely revamping everything from brand visual identity to core value propositions. With a more distinctive and impactful brand expression, it aims to accelerate the entry of stainless steel custom home furnishings into the mainstream consumer market.
Zhang Yongzhi, Dean of the Youju Research Institute, pointed out in his "Sharing and Interpreting Stainless Steel Home Furnishings Market Trends" that Baineng's stainless steel custom products, with their core values of easy cleaning, health and environmental protection, high-end texture, durability, and value retention, have accurately positioned themselves in the segmented consumer market, giving them an absolute advantage in the existing market competition.
▲ Zhang Yongzhi, Dean of Youju Research Institute
At the press conference, Song Yiqun, President of Euromonitor Consulting, presented Baineng with the plaque for "No. 1 in Stainless Steel Kitchen Cabinet Sales for Three Consecutive Years" on behalf of the organization. She shared research data, stating, "In 2025, the Chinese stainless steel kitchen cabinet market size will reach nearly 50,000 units, a year-on-year increase of nearly 20%. Among them, Baineng stainless steel kitchen cabinets rank first in sales in the industry, with a market share as high as 30%, maintaining its leading position in the segment for three consecutive years." This achievement also confirms that the golden window of opportunity for stainless steel home furnishings has arrived.
▲ Awarding Ceremony for Baineng Stainless Steel Cabinet's Third Consecutive Year of National Sales Leader
Left: Hu Yong, Vice General Manager of Baineng Home Furnishings; Right: Song Yiqun, President of Euromonitor Consulting
Xia Ximin, Vice General Manager of Baineng, signed strategic agreements with Hango Group and Blum China. This marks a shift in Baineng's cooperation with these two international hardware giants from "supply chain procurement" to "ecosystem co-creation," comprehensively upgrading cooperation around joint R&D, mutual recognition of quality standards, and full-service delivery, promoting the deep integration of high-end home hardware and customized cabinet systems.
▲Baineng and Hango Group sign an agreement
Left: Wang Baochun, General Manager of Functional Hardware Division, Hango Group
Right: Xia Ximin, Deputy General Manager of Baineng Home Furnishings
▲ Baineng and Blum China sign an agreement
Left: David Michael Castonguay, General Manager of Blum China
Right: Xia Ximin, Deputy General Manager of Baineng Home Furnishings
Zhao Jiahao, a home decor blogger with millions of followers known as "Xiao Hao Zong," delivered a presentation titled "Seeing the Future of Stainless Steel Furniture from an IP Perspective." He pointed out that the reason why Baineng Stainless Steel Furniture's promotional videos have consistently gone viral within IP content lies in the product's two core strengths: "breaking perceptions" and "long-termism."
Through highly contextualized, visually compelling, and contrasting content, Baineng has enabled users to realize for the first time that custom stainless steel furniture can be made as exquisite and warm as woodwork. Rounded corners, wood veneer textures, and highly personalized customization—Baineng has achieved all these craftsmanship elements on stainless steel, truly showcasing the dual advantages of stainless steel furniture in terms of aesthetics and durability.
At the event, Zhao Jiahao also systematically shared the operational logic of self-media IP accounts and his experience in creating viral products with Baineng dealers, helping stores leverage content to amplify the differentiated value of stainless steel furniture.
▲ Xiao Hao (Zhao Jiahao), a home decor blogger with millions of followers and a seasoned industry observer.
At the press conference, Baineng officially launched its fourth season of the 518 Stainless Steel Kitchen Cabinet Festival, a large-scale nationwide promotional event. With unprecedented力度 (intensity/effort), Baineng aims to reward consumers and bring high-quality stainless steel custom home furnishing products to more Chinese families. The newly announced product package policies also empower dealer partners and boost the continued growth of the terminal market.
▲ Launch Ceremony of the 4th 518 Stainless Steel Cabinet Festival
This cabinet festival is not only a key initiative for BaiNeng to empower its terminals and give back to the market, but also an important opportunity to lead the industry in quality upgrades and promote the popularization of the product category.
As night fell, the press conference entered its final chapter—the Baineng 20th Anniversary Gala Dinner. All Baineng employees and guests gathered to celebrate Baineng's two decades of glorious history. The countdown ceremony at the Canton Tower brought the celebration to its most fervent climax. At that moment, directors and employees were one, like family, hand in hand, united by the same name and the same heartbeat—the Baineng family.
