2022
0
China Home Retailing Market Report 2022
2022-07-05T04:01:01+01:00
OX1100957
3695
152653
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Report
en_GB
“The home retailing market experienced decent growth of 9.4% in 2021, driven by consumers’ pursuit of high-quality home products to elevate their home ambience. However, the resurgence of COVID-19 in…

China Home Retailing Market Report 2022

£ 3,695 (Excl.Tax)

Report Summary

“The home retailing market experienced decent growth of 9.4% in 2021, driven by consumers’ pursuit of high-quality home products to elevate their home ambience. However, the resurgence of COVID-19 in early 2022 has impacted the growing momentum, and the uncertainty and insecurity has led consumers to desire comfort and more control at home. Brands would need to stay aware of the lifestyle changes of consumers under the impact of the new wave of outbreaks and bring more home products that not only provide comfort regarding physical wellbeing but also consolation for mental anxiety.”
– Janie Lai, Research Analyst

Key issues covered in this Report

  • Home products bought online or offline in the last 12 months by category.
  • Consideration factors influencing consumers’ purchase of furniture.
  • Consumers’ perception of eco-friendly furniture.
  • Consumers’ preference of customised furniture.
  • Consideration factors when purchasing home textiles.
  • Reasons for visiting offline home retailing stores.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Report definition
          • Excluded
          • Executive Summary

              • The market
                • Home retailing market experienced good growth in 2021
                  • Figure 1: Total sales value of home furniture, home textiles and accessories, China, 2016-21
                • The impact of the COVID-19 outbreak in 2022
                  • Figure 2: Summary of Mintel’s scenario expectations and the impact on the home retailing market, 2022
                  • Figure 3: COVID-19 scenario value forecasts for home furniture, home textiles and accessories, 2016-26
                • Companies and brands
                  • Key players recorded strong sales growth in 2021
                    • Home brands and retailers focus on elevating experiences for consumers in offline marketing
                      • Traditional brands adopting up-to-date marketing to capture young consumers
                        • The consumer
                          • Increasing importance of omnichannel for home retailing brands
                            • Figure 4: Purchased home products by category, online vs offline, 2021
                          • Health is primary consideration in furniture selection
                            • Figure 5: Consideration factors when purchasing furniture, 2021
                          • Certification is essential to eco-friendly furniture
                            • Figure 6: Perception of eco-friendly furniture, 2021
                          • Customised furniture for family members in great demand while pet owners represent niche market opportunity
                            • Figure 7: Preference of customised furniture, 2021
                          • Fabric material matters the most in the selection of home textiles
                            • Figure 8: Consideration factors when purchasing home textiles, 2021
                          • Experiencing products in person and design inspiration drive the footfall of physical stores
                            • Figure 9: Reasons for visiting home retailing offline stores, 2021
                          • What we think
                          • Issues and Insights

                            • Diverse opportunities in furniture customisation
                              • The facts
                                • The implications
                                  • Figure 10: Suofeiya customised wardrobe, 2022
                                • Growing significance of eco-friendliness
                                  • The facts
                                    • The implications
                                      • Figure 11: OPPEIN’s formaldehyde-free door and Fuanna’s bedding made with green material, 2022
                                  • Market Size

                                    • Home retailing market experienced good growth in 2021
                                      • Figure 12: Total sales value of home furniture, home textiles and accessories, China, 2016-21
                                  • Market Factors

                                    • Customisation driving growth of home furniture
                                      • Premiumisation boosting home textile market
                                        • Figure 13: Luxury bedding by Luolai and designer Louis Barthélemy, 2022
                                        • Figure 14: SANLI bath towel with PolarBearHair™ technology, 2022
                                      • Sense of ceremony at home putting decorative accessories in demand
                                        • Figure 15: Home fragrance Santorini Eternal Blue launched by BEAST, 2022
                                    • COVID Influences (Including Market Forecast)

                                      • COVID-19 China context
                                        • COVID-19 impact on the market and consumer
                                          • Furniture market to be hit the most
                                            • Spending on home textile and decorative accessories expected to be less affected
                                              • Market forecast
                                                • Home retailing market is likely to maintain growth under minimum impact
                                                  • Home retailing market is estimated to decline under medium impact
                                                    • Home retailing market is expected to be hit hard under high impact
                                                      • Figure 16: COVID-19 scenario forecasts for home furniture, home textiles and accessories, 2016-26
                                                  • Key Player Performance

                                                    • Key players recorded strong sales growth in 2021
                                                    • Marketing Activities

                                                      • Marketing in offline focusing on elevating consumers’ experience
                                                        • Figure 17: IKEA’s “home experience of tomorrow” retail mall, 2021
                                                        • Figure 18: KUKA HOME’s new product launch in the form of an immersive detective social game, 2021
                                                      • Traditional brands adopting up-to-date marketing to capture young consumers
                                                        • Figure 19: Jackson Yee as spokesperson of Luolai and IP collaborated bedding of Shuixing, 2022
                                                        • Figure 20: “Dancing with Kingshore towel” campaign on Douyin, 2021
                                                    • Who’s Innovating?

                                                      • Creative storage by LEGO and IKEA
                                                        • Figure 21: The Bygglek storage collection, 2021
                                                      • Kohler’s ‘forest bathing’ bathtub enhances wellbeing at home
                                                        • Figure 22: Kohler’s ‘forest bathing’ bathtub, 2022
                                                    • Purchased Home Products by Category

                                                      • Purchased home product categories remain stable
                                                        • Figure 23: Purchased home products by category, 2021 vs 2020
                                                      • Increasing importance of omnichannel for home retailing brands
                                                        • Figure 24: Purchased home products by category, online vs offline, 2021
                                                    • Consideration Factors when Purchasing Furniture

                                                      • Health is primary consideration
                                                        • Figure 25: Consideration factors when purchasing furniture, 2021
                                                      • Certification is essential to eco-friendly furniture
                                                        • Figure 26: Perception of eco-friendly furniture, 2021
                                                      • Material and design are equally important for selecting furniture
                                                        • Figure 27: Consideration factors when purchasing furniture, by family structure, 2021
                                                    • Preference of Customised Furniture

                                                      • Customised furniture for family members in great demand
                                                        • Figure 28: Selected preference of customised furniture, 2021
                                                      • Function still comes first
                                                        • Figure 29: Selected preference of customised furniture, 2021
                                                      • Affordable customised furniture for families with low monthly household income
                                                        • Figure 30: Interested but not willing to pay more for customised furniture, by monthly household income, 2021
                                                    • Consideration Factors when Purchasing Home Textiles

                                                      • Fabric material matters the most and design is essential to bedding
                                                        • Figure 31: Consideration factors when purchasing home textiles, 2021
                                                      • Precise marketing and branding targeting consumers of different ages
                                                        • Figure 32: Selected consideration factors when purchasing home textiles, by age, 2021
                                                    • Reasons for Visiting Offline Stores

                                                      • Experiencing products and design inspiration drive the footfall of physical stores
                                                        • Figure 33: Reasons for visiting home retailing offline stores, 2021
                                                        • Figure 34: TURF Analysis on reasons for visiting home retailing offline stores
                                                      • Offline-themed exhibition appealing to middle- and high-income earners
                                                        • Figure 35: Reasons for in-store visit, by monthly personal income, 2021
                                                    • Appendix – Market Size and Forecast

                                                        • Figure 36: Total sales value of home furniture, textiles and accessories in minimum-impact scenario, China, 2016-26
                                                    • Appendix – COVID Scenario Forecast Methodology and Assumptions

                                                      • Minimum-impact, medium-impact and high-impact scenarios outline
                                                        • Scenario methodology
                                                        • Appendix – Methodology and Abbreviations

                                                          • Methodology
                                                            • Abbreviations

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