Department store fair| Forecast household product trends in 2024

The influence of online apps on the home furnishing industry continues to expand

Home furniture consumption is a one-time investment is relatively high consumption, so consumers buy a long time, and the purchase attitude is cautious, will carry out a comprehensive understanding and analysis, the development of home furniture online app and technical support to improve the consumer provides a more convenient way to obtain information。

Department store fairLearn about，According to the survey，Customers get more information about home furniture through online channels，Short video app and e-commerce APP have become the two core ways to obtain the information of added residence，Especially short videos，It is more and more popular with users because of its content knowledge，Allows users in a relaxed and pleasant atmosphere，Quickly learn home furniture knowledge including home improvement skills and storage skills。In addition, the various forms of recommendation information, can quickly obtain the desired information is also an important factor for consumers to choose short video, it can be seen that in today's information explosion, to be able to quickly and accurately obtain the required information for users to purchase furniture consumption is particularly important。

The influence of online apps on users' home furniture consumption decisions is also gradually increasing。Survey data shows，Compare that to the previous cycle，The influence of users' online browsing of home furniture information on their subsequent consumption behavior has been further improved (up by about 4%)，Consumers are also buying more household products through online apps，The consumption ratio of short video app and traditional e-commerce has surpassed the vertical mode of offline home furniture and brand stores。

Among them, the influence of short video app on home consumption can not be underestimated, and its choice tendency with traditional e-commerce has begun to be flat。Huge numerical data also shows that by the end of February 2024, the number of fans of the public accounts of enterprises on the Tiktok platform has increased by 4%;Customers' love for the products in the broadcast room is also growing, and the number of hits on the products in the broadcast room of the account of Tiktok home furniture enterprises is continuing to grow。Online app has become an important position for home brands and customers to interact with each other。

Online home furniture subdivision track hobby crowd shows the difference

Affected by consumers' personal preferences, lifestyle, economic strength, regional culture and other factors, the subdivision of the online home market shows certain differences。其中，Online home improvement interest groups are mainly 31-50 years old;Online furniture hobby groups are mainly female and 31-50 years old;Online home textile interests are mainly female, over 31 years old;The online home appliance hobby group is mainly female, 31-40 years old，Compare the overall population of Tiktok，There are more young people aged 18-23 and middle-aged people aged 41-50。

With the change of people's life ideas and the delay of marriage and childbearing age, about 30 years old has become a more common age for first marriage, and the related demand for house purchase and decoration has been produced。Therefore, home improvement, furniture and other subdivisions of the track of interest in the majority of customers over 31 years old。The coverage of the home appliance market is more extensive, and customers will have the need to buy home appliances even if they do not have the demand for home purchases。It is worth noting that female consumers are the main consumer of furniture, home appliances and home textiles markets, and are the target objects that the home industry needs to pay attention to。

Online home market Trends in 2024

The uncertainty of the market makes consumers rethink the meaning of consumption, they are more prudent and shrewd in home purchase decisions, and will give priority to the practical characteristics such as reliable quality, practical function and cost-effective。In addition, well-known or classic brands, reputation and other inherent factors with quality assurance are also highly valued by consumers。

From the perspective of consumer behavior, they also pay more attention to value for money, and before making home purchase decisions, most of them will compare through multiple platforms, such as cross-platform price comparison, to find the best purchase option。

Under the impact of the complex categories in this market, customers increasingly feel the "flashy" of some functions or surfaces, and gradually reject the "icing on the cake", and nearly half of customers are not likely to pay for auxiliary functions or good-looking appearance。Overloaded and busy work has led many customers to pursue a minimalist life, and certain auxiliary functions are more of a chicken chicken for them。It can be seen that the overall consumption of the customer's home gradually returns to the essence of the product。

In the case of the overall return to rationality, the department store exhibition also saw some customers choose to "pay for love", showing the differentiation of the development concept of "the province, the flower"。Compared with the past, consumers pay more attention to beauty, recognition, physical interaction and noble scarcity。

In other household categories (such as home decoration, home textiles, furniture) consumption, customers show a relatively strong perceptual consumption trend。

In terms of home decoration consumption, reliable quality and functional practicality are crucial, but it is obvious that users pay special attention to high-end brands, unique design and innovation, and emerging network celebrities/cross-border brands。Home decoration often involves the construction of personal living environment, and people's comfort of the home environment。Warmth and beauty often have strong personal emotional needs, so when purchasing home improvement products, they are more likely to be driven by emotions and aesthetics。

In terms of home textile consumption, customers pay more attention to IP co-branding, emerging network celebrities/cross-border brands and other elements。Home textile belongs to the "soft decoration", is the display of people's taste of life and lifestyle, many consumers hope to use home textile to highlight their own aesthetic and personality。A large number of arithmetic data statistics show that the amount of video playback on the "personalized" platform content is particularly prominent。

In terms of furniture consumption, customers are more concerned about the purchase process, thoughtful service, attractive advertising and other factors。Furniture is a relatively high-value investment in the purchase of capital, so customers will be more concerned about the professional ability of the guide and thoughtful and meticulous service, especially after-sales service and quality assurance。They want to buy furniture can have a good quality assurance and after-sales service system to ensure that in the process of use can be timely support and maintenance。

In recent years, the popularity of the smart home field has been rising, and users' home intelligent consumption has also shown great enthusiasm。Statistics show that from January to November 2023, the amount of smart home system-related content released and played increased by 89 percent, respectively.2%、17.2%。

In the household category of improving the quality of life, bathroom products have shown a strong development trend of rational and emotional combination。Users pay more attention to "health and safety" and "convenient and convenient" rationally, and pay more attention to "obtaining recognition" emotionally, such as buying "high-end brands".。Smart bathroom products just meet the needs of users for health, convenience and advanced sense。

Scene definition is up to me

With the 90's become the main force of home improvement home consumption，Their living habits and attitudes have influenced the entire household consumption market，They focus more on self and personality to measure "their own needs and comfort" to shape the home space，The development of intelligence makes it pay more attention to the "scene" home shaping，Therefore, we have insight into the functional structure and scene matching of different home Spaces，It is more important for home furnishing enterprises。

"Scene" home refers to the combination of furniture products and specific scenes to meet the needs and experiences of users in different life scenes。This kind of home design and decoration concept focuses more on the functionality and practicality of home products, organically combines products with consumers' life scenes, and creates a more comfortable, convenient and beautiful life experience for users。

The department store understands that a large number of video data shows that home consumers have shown a stronger interest in the transformation of traditional home space, suggesting their dissatisfaction with the current spatial pattern or function。The survey results also show that customers are particularly concerned about the use of core Spaces in their homes, such as the guest dining room, master bedroom, kitchen and bathroom。The transformation of the home space can generally bring about the improvement of the environment, including the comfort of the space, practicality, aesthetics and other improvements, customers may expect to improve the home environment through transformation, so that it is more in line with their own home needs and tastes。

Home integration, appeal to one

More and more young people pursue the integration of home improvement appliances, regardless of new home decoration or old house renovation, often require all kinds of trendy quality appliances, and put forward the overall planning needs for home improvement and even intelligent linkage。The so-called "integration" means that in the process of home decoration and design, the design of different areas and functions is combined as a whole, and the overall effect of home space is unified, coherent and harmonious。This kind of design concept is committed to creating a unified style, functional home environment, improve the living experience and quality of life。

In the overall decoration，The overall sense and integration of home improvement have become important considerations，In addition to aesthetics，Practical use is the key driver for considering the integration of home improvement. Consumers have high requirements for the "overall sense" of the guest restaurant and the master bedroom，Greater emphasis will be placed on the unity, coherence and harmony of the two regions，It is expected that they can present a unified, complete and coordinated overall effect。

Local life is the home line business drainage new artifact

Tiktok "local life" has gradually become a useful tool for home offline business drainage, and more and more home industry businesses use this way to promote online and offline。Home enterprises can channel high-quality content online, and then form the final transformation of home consumption through the model of "online group coupon + physical store write-off"。

Tiktok platform home industry local life marketing into a new outbreak cycle。According to the data consulted at the department store exhibition, since the second half of 2023, the number of submissions, the number of plays, the number of mobile sales, and the number of mobile sales orders have shown an explosive growth trend。From the perspective of subdivision, the fabric market, kitchen and bathroom market, furniture decoration, lamps and porcelain group purchase orders are growing rapidly。