欧派杀向上游，龙头亲自下场卖板！｜Quan sát Nội thất Tùy chỉnh ![Khảo sát tùy chỉnh](https://gdcha.org.cn/frontend/_nuxt/wardrobe-logo.BTjYpcuB.webp) [Trang chủ ](https://gdcha.org.cn/vi) [Tổng quan hiệp hội ](https://gdcha.org.cn/vi/about) [Album Ảnh Hiệp Hội](https://gdcha.org.cn/vi/albums) [Xây dựng Đảng](https://gdcha.org.cn/vi/party-building) [Đơn vị thành viên ](https://gdcha.org.cn/vi/members) [đơn vị ủy viên](https://gdcha.org.cn/vi/members?category=council-members) [Thương hiệu tùy chỉnh](https://gdcha.org.cn/vi/members?category=custom-brands) [Ván](https://gdcha.org.cn/vi/members?category=boards) [Kim khí＆Dao＆Đồ đựng](https://gdcha.org.cn/vi/members?category=hardware-tools-storage) [Thiết bị và Phần mềm](https://gdcha.org.cn/vi/members?category=equipment-software) [Vật liệu trang trí](https://gdcha.org.cn/vi/members?category=decorative-materials) [Tư vấn quy hoạch＆Thiết kế nội thất mềm＆Lắp đặt hậu cần](https://gdcha.org.cn/vi/members?category=consulting-design-logistics) [Ủy ban chuyên ngành chuỗi cung ứng hoàn chỉnh](https://gdcha.org.cn/vi/members?category=integrated-supply-chain-committee) [Ủy ban chuyên môn Truyền thông mới](https://gdcha.org.cn/vi/members?category=new-media-committee) [Ủy ban Chuyên môn Cải tạo Cũ](https://gdcha.org.cn/vi/members?category=renovation-committee) [Hiệp hội Doanh nghiệp Mạnh](https://gdcha.org.cn/vi/members?category=strong-commerce-committee) [Trung tâm thông tin ](https://gdcha.org.cn/vi/association-news/highlights) [Tin nổi bật](https://gdcha.org.cn/vi/association-news/highlights) [Thông báo công bố](https://gdcha.org.cn/vi/association-news/notices) [Kế hoạch hoạt động](https://gdcha.org.cn/vi/association-news/activity-plan) [Triển lãm & Tin tức](https://gdcha.org.cn/vi/association-news/exhibition-news) [Tin tức ngành](https://gdcha.org.cn/vi/association-news/industry-news) [Tiêu chuẩn chất lượng](https://gdcha.org.cn/vi/association-news/quality-standards) [Chính sách và quy định](https://gdcha.org.cn/vi/association-news/policies) [Economic Operation](https://gdcha.org.cn/vi/association-news/economic-operation) [Đổi mới ngành](https://gdcha.org.cn/vi/association-news/industry-innovation) [Thủ phủ Tùy chỉnh Toàn cầu](https://gdcha.org.cn/vi/association-news/global-custom-capital) [Mục cấp hai](https://gdcha.org.cn/vi/association-news/secondary-node) [Giao lưu quốc tế ](https://gdcha.org.cn/vi/international-exchange) [Triển lãm nước ngoài](https://gdcha.org.cn/vi/association-news/overseas-exhibitions) [Hội nghị ra khơi](https://gdcha.org.cn/vi/association-news/global-summit) [International Inspection](https://gdcha.org.cn/vi/association-news/study-tours) [Khảo sát tùy chỉnh ](https://gdcha.org.cn/vi/custom-observation) [Triển lãm Nội thất Theo yêu cầu Quảng Châu ](https://gdcha.org.cn/vi/expo) [Đăng ký hội viên ](https://gdcha.org.cn/vi/guide) [Liên hệ ](https://gdcha.org.cn/vi/contact) Trang chủ Tổng quan hiệp hội Đơn vị thành viên Trung tâm thông tin Giao lưu quốc tế Khảo sát tùy chỉnh Triển lãm Nội thất Theo yêu cầu Quảng Châu Đăng ký hội viên Liên hệ [Quay lại tin tức](https://gdcha.org.cn/vi/custom-observation/news) 2026-10-10 # 欧派杀向上游，龙头亲自下场卖板！ ![欧派杀向上游，龙头亲自下场卖板！](https://gdcha.org.cn/uploads/external_75af515c4534ce67ac85c74f_5c05a63f43.jpg) 2026年10月9日，欧派家居集团宣布推出旗下高端饰面板自营品牌“OWELL奥维板材”，并全面启动全国招商。此举被业内视为定制家居龙头向上游板材赛道延伸、深耕供应链的重要信号，也让国内精板市场面临新的强劲对手。 企查查信息显示，OWELL奥维板材相关运营主体中，广州欧派集成家居有限公司持股65%，欧派集团副董事长姚良柏担任法定代表人；家居行业资深职业经理人刘志超个人持股35%，并出任董事。从公开资料看，OWELL奥维板材未公布具体加盟门槛，但披露了品牌优势与产品系列，产品涵盖实木多层板、欧松板、实木颗粒板等基材。 资料来源：企查查 定制观察分析来看，欧派下场布局自营板材，背后有多重考量。 第一，破解集团财务承压困局。2026 年上半年，欧派家居实现营业收入 59.50 亿元，同比下降 27.79%；归母净利润 4.42 亿元，同比下降 56.62%；扣非净利润 3.61 亿元，同比下降 61.71%。一旦自营板材业务跑通，一方面能够从供应链环节压缩生产成本、增厚利润；另一方面板材外销也将成为集团新的增长曲线。 第二，正面狙击上游工厂下沉截单。近年来，大量板材源头工厂持续向终端延伸，直接抢夺品牌工厂份额。欧派此番亲自入局板材赛道，意在向上游渗透，夺回市场份额。 第三，巨头入场引爆精板赛道洗牌。国内精板市场长期以源头工厂和中小板材品牌为主，同质化竞争、低价内卷现象普遍。欧派作为家居龙头，拥有上市品牌背书、全国渠道网络、规模化智造与全链条供应能力，相比传统板材企业具备断层优势。随着 OWELL 奥维板材全国招商推进，不仅中小板材厂商生存空间受到挤压，其他品牌厂家的市场份额也将面临或被抢占，精板赛道正式迈入龙头竞争阶段，行业优胜劣汰节奏加快。 对此，您怎么看？欢迎留言讨论。 本文由广东省定制家居协会战略合作媒体【定制观察】原创报道，不构成任何投资建议。 定制观察是博骏传媒旗下产经媒体，广东省定制家居协会战略合作媒体，广州定制家居展战略合作媒体。 图片部分来源网络，若有侵权请告知删除，谢谢！ ![图片](https://gdcha.org.cn/uploads/external_dab1c161a4fa7540065698a9_baebff6ffe.gif) ## Tin tức khác - [美克系三企“打包”重整落槌，美克家居创始人家族或退场2026-10-13](https://gdcha.org.cn/vi/custom-observation/news/observation-news-item-75) - [兔宝宝通报“网红毛毛姐环保风波”最终检测结论2026-10-12](https://gdcha.org.cn/vi/custom-observation/news/1111) - [一上市家居公司卖地“回血”，预计净赚3.4亿2026-10-09](https://gdcha.org.cn/vi/custom-observation/news/observation-news-item-17) - [重磅！爱格战略入股欧德雅，拿下 30% 股权补齐亚洲封边版图2026-10-08](https://gdcha.org.cn/vi/custom-observation/news/30) - [对话国际知名英国室内设计师凯丽·赫本CBE：TATACASA的出圈，不止于一场大师课2026-09-30](https://gdcha.org.cn/vi/custom-observation/news/cbe-tatacasa)