The Disruptor: Tubatu – An O2O Disruptor in the Home Décor Market

Executive Summary

• Tubatu is a B2C e-commerce platform which aims to provide interior design and home décor services by linking customers to local professionals. The company is estimated to be worth US$2 billion.
• GMV of the O2O home décor market in China was ¥151 billion in 2015, up 40% year over year, and comprises 10% of the total home décor market, according to China Construction Decoration Association.
• Tubatu acts as a disruptor in the home décor market, as it increases the transparency of the construction process and brings together over 950,000 interior designers and 70,000 décor companies in an integrated platform from which consumers can choose from.