(Yicai) Feb. 23 -- Zhuhaojia, the affiliate company of Chinese short-video platform Douyin that was involved in the house decoration business, has shifted its focus, according to Jiemian.

Zhuhaojia recently underwent standard adjustments and will now explore different business models, the head of Douyin’s home decoration platform in charge of Zhuhaojia told Jiemian yesterday.

Zhuhaojia’s ongoing projects will continue as normal, including the customer service hotline, the executive added, noting that only a few employees were affected by the adjustments and they have already been offered other internal job positions.

The customers who have not yet signed an official contract will not be asked to do so, while those who had inked deals before the adjustments are now in talks with related parties about refunds, according to Jiemian.

China’s home furnishing business is a traditional business that values operation, an industry insider said, adding that the internet cannot fix the long-lasting problems in the business.

Launched in December 2022, Zhuhaojia offered one-stop integrated home decoration services, including house design, standardized construction, and after-sales warranty services.

Compared with renowned home furnishing brands, Zhuhaojia does not have any background or operating capability advantages. Only a few customers would pick Zhuhaojia as their first choice.

Editor: Futura Costaglione