2021
0
China Attitudes towards Home Design Market Report 2021
2021-03-02T03:01:10+00:00
OX1043193
3695
135044
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Report
en_GB
“Along with improving housing conditions, Chinese consumers’ desire to achieve and express their ‘lifestyle’ through home design has never been higher. Beyond basic functionalities, holistic wellbeing at home has become…

China Attitudes towards Home Design Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Along with improving housing conditions, Chinese consumers’ desire to achieve and express their ‘lifestyle’ through home design has never been higher. Beyond basic functionalities, holistic wellbeing at home has become a priority, especially in the wake of COVID-19. From health-related smart devices and sustainable materials, to home entertainment systems, consumers have a high intention to spend more to create safe, relaxing and joyful home environments, which reveals chances for home brands to tap into.
Furthermore, most consumers show an intention to get involved in deciding their own decoration and furnishing, and think paying extra for designable and limited edition products is worthwhile. Brands need to seize the opportunity to help people understand and explore their individuality, through integrated marketing channels or themes, ranging from comprehensive lifestyle exhibitions, sponsorships, to culture engagements and tech innovation.”
– Yuxi Shao, Research Analyst

This Report will cover the following areas:

  • Housing status and concerns
  • Ownership and interest in home equipment
  • Household spending intentions
  • Value-added features for home products
  • Impressive marketing campaigns
  • Attitudes towards home design

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this report
        • Definitions
        • Executive Summary

            • The market
              • Significant improvement in housing space and conditions
                • Figure 1: Urban residential floor space per capita, 1978-2018
              • Sense of self-protection was strengthened in the wake of COVID-19
                • Figure 2: Current lifestyle factors consumers are most concerned with, February 2020 – January 2021
              • The smart home trend is redefining what is essential for homes
                • Fashion and luxury brands expand to homeware market driving creativity and inspirations
                  • Figure 3: Zara Home, 2021
                  • Figure 4: GUCCI Décor, 2021
                • The consumer
                  • Home design is perceived as the top issue for improvement
                    • Figure 5: Concerns about current home, November 2020
                  • Health and smart concepts are the driving powers
                    • Figure 6: Ownership and interest in home equipment, November 2020
                  • Upgrades of daily-use home products are perceived as most worthwhile
                    • Figure 7: Household spending intentions, November 2020
                  • Half of consumers are willing to pay over 50% extra for sustainable materials
                    • Figure 8: Spending willingness towards value-added features, November 2020
                  • Diversified campaign channels is necessary for strong impression
                    • Figure 9: Impressive marketing campaigns, November 2020
                    • Figure 10: Impressive marketing campaigns – TURF analysis, November 2020
                  • Natural home design style remains the mainstream choice in China
                    • Figure 11: Attitudes towards home design, November 2020
                  • What we think
                  • Issues and Insights

                    • Sustainable materials create opportunities for both traditional established brands and new trendy brands
                      • The facts
                        • The implications
                          • Figure 12: Organoid natural surfaces, 2021
                          • Figure 13: The “How Do You Like Your Eggs?” project, 2020
                        • Lifestyle-themed exhibitions increasingly inspire consumers’ pursuits of sensory pleasure in home design
                          • The facts
                            • The implications
                              • Figure 14: TMALL@HOME, 2020
                              • Figure 15: ZHotel design, 2020
                            • Cultural elements expressing individuality in design becomes the key to attract young consumers
                              • The facts
                                • The implications
                                  • Figure 16: The fragrance products of RE CLASSIFIED, 2020
                                  • Figure 17: A lighting fixture inspired by Dream of the Red Chamber, 2021
                              • Market Factors

                                • Significant improvement in housing space and conditions
                                  • Figure 18: Urban residential floor space per capita, 1978-2018
                                • Sense of self-protection was strengthened in the wake of COVID-19
                                  • Figure 19: Current lifestyle factors consumers are most concerned with, February 2020 – January 2021
                                • The smart home trend is redefining what is essential for homes
                                  • Fashion and luxury brands expand to homeware market driving creativity and inspirations
                                    • Figure 20: Zara Home, 2021
                                    • Figure 21: GUCCI Décor, 2021
                                • The Consumer – What You Need to Know

                                  • Home design is perceived as the top issue for improvement
                                    • Health and smart concepts are driving powers
                                      • Upgrades of daily-use home products are perceived as most worthwhile
                                        • Half of consumers are willing to pay over 50% extra for sustainable materials
                                          • Diversified campaign channels is necessary for strong impression
                                            • Natural home design style remains the mainstream choice in China
                                            • Housing Status and Concerns

                                              • Home design is perceived as the top issue for improvement
                                                • Figure 22: Concerns about current home, November 2020
                                              • Higher demand for home design style among the younger group
                                                • Figure 23: Concerns about current home, by age group, November 2020
                                              • Environmental quality concerns stand out in lower tier cities
                                                • Figure 24: Concerns about current home, by city tier, November 2020
                                            • Ownership and Interest in Home Equipment

                                              • Health and smart concepts are the driving powers
                                                • Figure 25: Ownership and interest in home equipment, November 2020
                                              • Awareness of environmental problems drive health-related products ownership in tier one cities
                                                • Figure 26: Ownership and interest in home equipment, by city tier, November 2020
                                              • True innovation is key for smart home appliances to win over Gen Z
                                                • Figure 27: Ownership and interest in home equipment, by age group, November 2020
                                            • Household Spending Intentions

                                              • Upgrades of daily-use home products are perceived as most worthwhile
                                                • Figure 28: Household spending intentions, November 2020
                                              • Family men show equal interest in daily-use home products as women do
                                                • Figure 29: Household spending intentions, by selected demographics, November 2020
                                              • Demand for sensory pleasure is high among the younger generation
                                                • Figure 30: Household spending intentions, by age group, November 2020
                                              • Consumers with higher incomes are keener on elevating the sense of ritual in their daily routines
                                                • Figure 31: Household spending intentions, by monthly personal income, November 2020
                                            • Value-added Features for Home Products

                                              • Half of consumers are willing to pay over 50% extra for sustainable materials
                                                • Figure 32: Spending willingness towards value-added features, November 2020
                                              • Willingness to pay extra for sustainable materials is high regardless of income level
                                                • Figure 33: Spending willingness towards value-added features, by monthly personal income, November 2020
                                              • “Peace of mind” offered by established brands resonate more with tier one consumers
                                                • Figure 34: Spending willingness towards value-added features, by city tier, November 2020
                                              • Design and uniqueness are more important for young consumers
                                                • Figure 35: Spending willingness towards value-added features, by age group, November 2020
                                            • Impressive Marketing Campaigns

                                              • Diversified campaign channels is necessary for strong impression
                                                • Figure 36: Impressive marketing campaigns, November 2020
                                                • Figure 37: Impressive marketing campaigns – TURF analysis, November 2020
                                              • High earners show intention to explore home design ideas in comprehensive ways
                                                • Figure 38: Impressive marketing campaigns, by monthly personal income, November 2020
                                              • Different touching points by city tier suggest the guidance consumers need most
                                                • Figure 39: Impressive marketing campaigns, by city tier, November 2020
                                              • Social-related topics more effectively involve Gen Z
                                                • Figure 40: Impressive marketing campaigns, by age group, November 2020
                                            • Attitudes towards Home Design

                                              • Natural home design style remains the mainstream choice in China
                                                • Figure 41: Attitudes towards home design, November 2020
                                              • Making a statement via home design is prevalent for young people
                                                • Figure 42: Attitudes towards home design, by age group, November 2020
                                              • Interior finishings and decorations are prioritised by married consumers and single females respectively
                                                • Figure 43: Attitudes towards home design, by selected demographics, November 2020
                                            • Appendix – Methodology and Abbreviations

                                              • Methodology
                                                • Abbreviations

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