Home Accessories - China - September 2019
Covered in this report
The home accessories market is under pressure from a slowing property market; however, the upgrading need of existing occupants and robust demand from younger consumers will take the market to the next level. As more consumers now show emotional attachment to their houses, they will put more effort in improving their living conditions, adding more personal touches to the home, and even make their home a showcase of their taste in fashion. Since the younger audience is the main force driving spending for home décor, brands should cater to their preference for photo-worthy and customisable design.
“Home has become a place more than just a roof overhead to Chinese consumers and the majority have acknowledged that proper decoration can create relaxing ambience and enhance the living condition. Therefore, Chinese consumers now are more willing to invest in adding a personal twist to their living space, and this is especially true for the post-90s. However, when it comes to home accessories purchase, the practical function and value for money still come first. That doesn’t mean design and style aren’t important. Actually Chinese consumers are having difficulties in matching decorations with large pieces home product like furniture. Thus home accessories brand can consider ushering style consultancy service to guide consumers and encourage shopping for the entire look to generate more sales.”
– Summer Xia, Research Analyst
This report looks at the following areas:
- Provide home design and style consultation to outstand
- Seeing is believing
- Win the heart of younger consumers to win the market
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