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In 2026, China's home furnishings industry reached a historic turning point. Driven by both policy and consumer demand, custom stainless steel home furnishings have emerged as a sure-fire growth opportunity.
Amidst this boom, some stand by and watch, whilst others have already taken the lead—among them are industry veterans and cross-sector pioneers, former industry players and overseas giants… Today, as Baineng celebrates its 20th anniversary, let us take a closer look at them and see how they are rewriting the entrepreneurial script with ‘steel-like quality’.
Breaking Free from Over-Competition: Achieving Profit Growth Through ‘Differentiation’
They are industry veterans; yet even with their wealth of experience and resource advantages, they could not withstand the performance shocks brought about by industry consolidation. However, armed with keen business acumen, they decisively broke free from the low-price quagmire plaguing panel-based customisation, instead partnering with Baineng Stainless Steel Home Furnishings, ultimately achieving a dual leap in average order value and brand reputation.
Mianyang · Tao Yanhong
Switched from soft furnishings to stainless steel, achieving 5.45 million yuan in her first year
With 32 years' experience in soft furnishings, Tao Yanhong is highly attuned to industry trends. She decisively entered the bespoke stainless steel sector and, in her first year with Baineng, achieved an impressive turnover of 5.45 million yuan. Leveraging the strengths of the Baineng brand and support from head office, she successfully broke through the traditional constraints of the bespoke sector and achieved growth against the market trend.
Nanjing · Yu Zhongcheng
Designer brand breaks through to a wider audience; four stores combine to penetrate the Jinling market
With many years of experience in design and marketing, Yu Zhongcheng has a deep understanding of traffic generation and conversion strategies. He decisively entered the custom stainless steel sector, leveraging the brand momentum of Zhubaineng and support from the head office. By collaborating with influential designers to drive targeted online traffic and combining this with efficient offline conversions through community group buying, he established a network of four stores and, through a dual-channel approach, successfully penetrated the Jinling market.
Guiyang · Yuan Dongming
Cutting out the excess and staking everything on Bainan: 13 years of dedication leading to a breakthrough against the odds
With years of experience in the hardware and home appliance sectors, Yuan Dongming has witnessed the highs and lows of the building materials industry. Due to blind expansion compounded by the impact of the pandemic, his business once teetered on the brink of bankruptcy. Post-pandemic, he decisively cut back on other operations to focus on bespoke stainless steel products. With support from Baineng's headquarters, a single order value exceeded 1 million yuan in 2024, successfully breaking free from the price war.
With comprehensive platform support, even complete beginners can make a successful comeback
The essence of business competition has never been about who works harder, but rather who positions themselves on the right growth trajectory. Coming from diverse industries, these entrepreneurs entered the custom stainless steel sector with no prior experience. Thanks to Baineng's ‘one-stop training’, ‘comprehensive support’ and top-quality products and services, they were able to get up to speed quickly and open multiple stores.
Chengdu · Xu Chunyan
Three shops opened in seven years; trust from regular customers leads to million-yuan orders
Starting from scratch with no prior experience in the stainless steel customisation sector, Xu Chunyan has opened three consecutive branches in Chengdu over the past seven years. By leveraging the product advantages of stainless steel customisation and delivering sincere service, she has earned the trust of regular customers, leading to repeat orders and generating a series of consecutive million-yuan contracts. Even during the pandemic, her business continued to grow against the trend. Furthermore, she had the vision to establish a 900-square-metre showroom during the industry's downturn; orders were secured even before the showroom opened, demonstrating the blue-ocean potential of the stainless steel customisation market through her proven track record.
Taiyuan · Baiyang
From a leading figure in the homestay industry to the home furnishings sector: opened a second branch in the very first year of franchising
With years of experience in running guesthouses, Bai Yang fully understands the importance of user experience and long-lasting quality. Having ventured into the custom stainless steel sector, he conducted a rigorous comparison of three major brands before ultimately choosing Baineng. Thanks to the comprehensive support provided by Baineng's headquarters—which offered end-to-end assistance from site selection to day-to-day operations—he was able to open a second branch within his first year of franchising.
Changsha · Gao Wei
9 years of expertise in stainless steel, trusted by over 5,000 households
As a female entrepreneur born in the 1980s, Gao Wei started from scratch. Relying on Baineng's ‘one-stop training and support’ and ‘Golden Nanny Service’, she progressed from a complete novice to an expert, gradually establishing herself as a benchmark in the local high-end market. She has made a major move by opening two Baineng flagship showrooms, each spanning over 1,000 square metres, at key landmarks in Changsha – Xiyingmen and Red Star Macalline – with sales performance consistently ranking among the top nationwide. Over nine years of dedicated service, she has served more than 5,000 households in Changsha.
Two Strategies for Veterans & Triumph on Two Fronts
Some take a steady, methodical approach, whilst others move with lightning speed; their strategies may differ, yet they share the same ultimate goal. Combining military discipline with the robust capabilities of Baineng Home, they have delivered a decisive blow to the regional customisation market. One steady, one swift—two strategies, one Baineng.
Xi'an · Wang Junqiang
Guarding thousands of households with a soldier's resolve and an iron will
Wang Junqiang, a veteran of the armed forces, has brought the steely resolve ingrained in every soldier to the world of bespoke stainless steel. Leading a 20-strong, iron-willed team, he has advanced steadily and methodically, supported throughout by the full backing of the Baineng headquarters. After four years of building up his strength, he has achieved the opening of three stores and annual sales growth of 100%! Post-pandemic, his business has surged even more powerfully, with sales quadrupling and three new stores opening in quick succession.
Shenzhen · Cheng Zhenqiang
Seven shops opened in just two years: a veteran's ‘Shenzhen speed’
As a fellow veteran, Cheng Zhenqiang chose a different fast track. Leveraging Baineng's formidable comprehensive strengths, he consolidated channels and cross-industry resources, focused on community renovation projects, and successfully established himself as a prominent social media influencer. This generated a surge in online traffic, turning short videos and live streams into a steady stream of orders. Within two years, he had opened seven branches, rapidly expanding his presence across Shenzhen.
Addressing core pain points to become the local leader
They are already industry leaders in their respective fields, backed by the strength of their parent groups, yet they still choose Baineng to drive further growth. This is because they firmly believe that, in the most extreme conditions, only Baineng's most robust products can conquer the most demanding markets.
Taiwan · Lu Wenling
Island giant joins forces with Baineng, opening its first 230m² flagship store in Taipei
Having cultivated Taiwan's high-end building materials market for many years, Lu Wenling has identified the dual demands of the island's climate and rising consumer expectations. Mobilising the full resources of the group, the company has introduced Baineng to establish a 230m² super showroom in Taipei. By harnessing the ‘gentle strength’ of custom-made stainless steel, it has completely resolved the issues of moisture and mould commonly associated with panel furniture, thereby reshaping Taiwan's high-end home furnishings market.
Vietnam · Lo Van Thiet
Tropical climate drives demand for steel; seven years of manufacturing experience underpinning the bet on Baineng
With seven years' experience in kitchen manufacturing, Lo Van Thiet is well aware of the critical issues faced by traditional panel-based products in tropical, humid climates, such as warping and mould growth. After researching the world's leading cabinet brands, he ultimately settled on Baineng and signed the agency agreement on the very day he visited the exhibition.
There is no standard formula for success, but there are patterns to follow
Whether you are a seasoned industry veteran or a newcomer to the sector
Whether you are a steadfast offline powerhouse or an online innovator mastering digital traffic
Whether you focus on refining a single store or expanding across multiple locations…
Behind them all stands the same powerful force
—Baineng Home
Specialising in bespoke stainless steel for 20 years, and the market leader in sales for three consecutive years
These are not merely 10 entrepreneurial stories; they are 10 reports verifying the wealth potential of the ‘stainless steel blue ocean’. If you, too, yearn for success and wish to partner with a brand that combines high-end prestige, robust product quality and sustainable profitability, then the Baineng 20th Anniversary Global Elite Recruitment Conference for Custom Stainless Steel, on 17 April, is an event you should not miss.
