A new home retail brand called "America's Home Insurance" has recently closed a $2 million funding round, led by Zhang Dazhong, the Chairman of Gome's Board of Directors. This investment is expected to be used for content development, strengthening fan engagement, and building an efficient distribution system.
Founded on March 25, 2016, "America's Home Insurance" focuses on the evolving home retail space. The company offers services such as "Real-Life Engraving," which uses roaming VR technology to bring real-world experiences into digital platforms, and "Wu Xiaoshuang Says Home," a short-form video platform featuring home-related IP and KOLs.
According to reports, "Real-Life Engraving" has already served hundreds of companies and completed over 3,000 projects, including well-known brands like Dong Yi Ri Sheng, Bo Loni, Duke of York, and Harbor House. These efforts provide more engaging and valuable services for future user interactions. The monthly revenue from this service now stands at around 300,000 yuan. Meanwhile, "Wu Xiaoshuang Says Home" gained 145,000 followers in just two months online, with a total of 8 million views across all platforms.
When asked why he chose to enter the home retail space, Wu Xiaoshuang explained, "The concept of new retail was introduced by Jack Ma at the Yunqi Conference last year, and I fully support it. Today, online traffic and operating costs are extremely high, and the e-commerce market for standard products like books and 3C electronics is already saturated. However, there’s still huge potential in the heavy-service and experience-based sectors, such as home improvement, interior design, department stores, exhibitions, and weddings."
He also pointed out that consumer expectations have shifted towards immersive experiences—whether visual or interactive—which current systems fail to address effectively. Traditional marketing methods are becoming less effective, with rising customer acquisition costs and diminishing returns.
Looking ahead, Wu Xiaoshuang outlined three key strategies for the future of "America's Home Insurance": First, to establish a closed-loop system based on "Wu Xiaoshuang Says Home" and real-life 3D VR. Second, to integrate these platforms online, launching an e-commerce section with curated products to test new retail sales. Finally, to open physical retail spaces targeting the new middle class, completely redefining traditional home stores and offering an upgraded lifestyle experience.
As the new middle class grows, so do their demands for better aesthetics, personalized lifestyles, and unique experiences. However, the home and renovation industry still faces many challenges—such as inefficiency, lack of standardization, and poor service quality. Despite rising consumer expectations, many service providers continue to use outdated methods and products. This gap presents an opportunity for a strong, knowledgeable IP backed by a robust supply chain to lead the transformation in the home sector. For "America's Home Insurance," this could be the perfect moment to step in and redefine the future of home retail.
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