“Consumers’ no-compromise attitude towards home living is reflected in not only utility and design, but also in their choices of homewear and seasonal decorations. They tend to look for products that align with their style; and they are seeking durability, with a move away from a ‘disposable’ fast-fashion mentality. The demand to expand the functionality of the home, especially in social scenarios, has fuelled the need to develop their own living environments. Health-driven, appliance-embedded design and smart home concepts are the leading trends. Although offline home markets are still irreplaceable, how to merge digital marketing and retailing channels is a key question that will largely determine the breadth and depth of consumer exposure to the brand.”
– Frank Zhang, Senior Analyst
This Report looks at the following areas:
- House-keeping interests and routines based on different lifestyle profiles
- Attitudes and preferences towards homewear
- Effectiveness of information sources for home design inspiration
- Rising interest in house-keeping information and service needs
- Changing needs in home design and functionality impacted by COVID-19
- Plans for future renovation and preferences towards trendy home elements
Collapse All
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Overview
- What you need to know
- Covered in this Report
- What you need to know
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Executive Summary
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- Issues and Insights
- Inspire the idea of building a personalised and multifunctional space
- Figure 1: Made.com – Never Ordinary, 2022
- Integrate information channel with flexible purchase access
- Figure 2: Douyin – Home of the Good Life, 2022
- Show more care and less neglect to both home products and the family
- The Market Summary
- Growth of home living market slows down but spending on home improvement remains stable
- Upgrade needs continuously stimulated by smart home technology
- Importance of home aesthetics and health awareness on the rise
- Multifunctional products meet the purposes of expanded at-home scenarios and additional sensory experience
- What we think
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Market Size
- Growth of home living market slows down but spending on home improvement remains stable
- Figure 3: Consumer expenditure on the home, 2016-2022
- Figure 4: Changes in spending – spent more, non-packaged-products consumption, 2021-2023
- Growth of home living market slows down but spending on home improvement remains stable
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Market Factors
- Home living improvement as a sustainable demand
- Figure 5: Possibility of ‘retaliatory spending’ after COVID-19, 2022
- Upgrade needs continuously stimulated by smart home technology
- Figure 6: Purchase motivation for smart home devices, 2022
- Importance of home aesthetics and health awareness on the rise
- Multifunctional products meet the purposes of expanded at-home scenarios and additional sensory experience
- Home living improvement as a sustainable demand
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Marketing Activities
- CSR Marketing: Warm up the chairs and their hearts
- Figure 7: Linsy – Chair Dressing Plan, 2022
- Nostalgia marketing: Associate stories of old life hacks and the feeling of ‘smart home’ today
- Figure 8: Sanyiniao – Made by Papa and Mama, 2023
- Empathetic content marketing: Share the moments of difficulties under the impact of COVID-19
- Figure 9: IKEA x Rainbow Chamber Singers – ‘Dining Table’, 2022
- CSR Marketing: Warm up the chairs and their hearts
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New Product Trends
- Homewear of ‘lifestyle needs’ and ‘body science’
- Figure 10: Bananain homewear set 2023 spring and offline store design, 2023
- Pandemic-friendly standing and fitness desk solutions
- Figure 11: LOCTEK – standing desk with gym chair, 2022
- Consistent brand message in design, from furniture and fragrance to everything
- Figure 12: Muji – Kenya Hara & Naoto Fukasawa co-branded items, 2022
- Homewear of ‘lifestyle needs’ and ‘body science’
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Home Living Situation
- Multi-generation family makes up approximately 20% of every age group above 25
- Figure 13: Living situation, 2022
- Pet ownership is higher among young and high income consumers
- Figure 14: Living with pets, by age, children in household and household income, 2022
- Multi-generation family makes up approximately 20% of every age group above 25
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House-keeping Interests and Routines
- Growing endeavour in creating a home space with individual hashtags
- Figure 15: House-keeping interests and routines – yes, 2022
- Having more home visitors encourages people to pursue an ideal home
- Figure 16: Friends and relatives often visit my home – yes, by gender, age and household income, 2022
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- Figure 17: House-keeping interests and routines – yes, selected items, by home visit status, 2022
- Young consumers cherish more of their homes
- Figure 18: House-keeping interests and routines – yes, selected items, by home stay status, 2022
- Families with elderly people and children prefer high-tech styles
- Figure 19: I like high technology style – yes, by age and living situation, 2022
- Growing endeavour in creating a home space with individual hashtags
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Homewear Choices
- Requirements for homewear are not compromised
- Figure 20: Homewear choices, 2022
- Loose comfort is the most important requirement for consumers of specialised homewear
- Figure 21: Homewear choices – agree more, by whether to wear specialised homewear, 2022
- People with and without frequent visitors have different ideas about homewear
- Figure 22: Homewear choices – agree more, by home visits status, 2022
- Requirements for homewear are not compromised
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Information Source for Home Design Inspiration
- Offline home markets are still irreplaceable
- Figure 23: Home design inspiration sources, 2022
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- Figure 24: TURF Analysis – Information source, 2022
- Professional is key for affluent consumers
- Figure 25: Home design inspiration sources – selected items, by household income, 2022
- Social media affects home design trends among young generation
- Figure 26: Home design inspiration sources – selected items, by age, 2022
- Offline home markets are still irreplaceable
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Searched Information about House-keeping
- The need for professional maintenance of furniture and major appliances is more evident
- Figure 27: Information needed for house-keeping, 2022
- More specific home living services are needed against a background of population aging
- Figure 28: Information needed for house-keeping – selected items, by living situation, 2022
- Home maintenance needs of pet owners worth noting
- Figure 29: Information needed for house-keeping – selected items, by whether live with pets, 2022
- The need for professional maintenance of furniture and major appliances is more evident
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Increased Awareness Due to COVID-19
- Besides health awareness, COVID-19 drives home space to be more multifunctional
- Figure 30: Increased awareness due to COVID-19, 2022
- Women are more concerned about health and replenishing their daily necessities
- Figure 31: Increased awareness due to COVID-19 – selected items, by gender, 2022
- Health and fitness concerns stand out among parents
- Figure 32: Increased awareness due to COVID-19 – selected items, 2022
- Besides health awareness, COVID-19 drives home space to be more multifunctional
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Plans for Future Renovation
- Healthy, appliance-embedded design and smart home concept lead the trends
- Figure 33: Plans for future renovation, 2022
- Relaxation and social needs encourage women to chase trendy home living elements
- Figure 34: Plans in future renovation – will apply + probably will apply, selected items, by gender and age, 2022
- Consumers in East China are more on trend in home living
- Figure 35: Plans in future renovation – will apply + probably will apply, selected items, by region, 2022
- Healthy, appliance-embedded design and smart home concept lead the trends
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Appendix – Methodology and Abbreviations
- Methodology
- Abbreviations
- Methodology
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