A furniture brand targeted young middle-class consumers’ preference for “light hard decoration, heavy soft decoration” and launched a minimalist living room set including a 3-seater sofa, slab stone coffee table, floating TV stand, and metal side table. The sofa uses high-density light gray linen fabric (removable and washable, with a 4-level pilling resistance rating), and its backrest is filled with a mix of high-elastic sponge and down (balancing support and wrapping). The 12mm thick matte slab stone coffee table (Mohs hardness 6, scratch-resistant and heat-resistant, suitable for placing hot tableware directly) features a cold-rolled steel frame (1.5mm thick) and matte door panels, with a hidden cable trough (for routers and set-top boxes) and a 15cm bottom gap (for robot vacuums). The overall design relies on straight lines and neutral colors, fitting 80-120㎡ homes.
To reduce decision-making costs, the brand collaborated with 200+ home influencers on a “10-minute living room refresh” UGC campaign, showcasing the set’s ability to “elevate space without modifying walls or floors.” It also offered “micro-customization” (adjusting the sofa length from 2.2-2.8m and coffee table size from 0.8-1.2m) with a 3-day longer lead time than standard models. Within 3 months, online sales exceeded 12,000 sets, with 28% in-store conversion; 72% of repeat buyers added the matching side table, lifting the average order value from ¥3,999 to ¥5,599.
