According to the data released by the National Bureau of Statistics, in 2017, the total retail sales of consumer goods nationwide totaled 366.262 billion yuan, a year-on-year increase of 10.2%. In terms of national furniture consumption, the total retail sales of furniture in China reached 280.9 billion yuan in 2017, a year-on-year increase of 12.8%. Higher than the total retail sales of consumer goods in the same period, the growth rate was 2.6 percentage points.
In addition to the continuous growth of the scale of the home market, the quality of consumption and the consumption environment have also been upgraded. Consumers are increasingly demanding the quality of home consumption, expecting more products, and hoping for the quality of service for home consumption. Can continue to improve, the industry believes that in 2018, quality consumption will become an important direction of home consumption upgrade. Consumer philanthropy such as new retail, smart home, and better design will provide consumers with a more exciting home market.
Home consumption continues to escalate
In the basic consumption demand of “eat, wear and liveâ€, household consumption is an important part of “residenceâ€. Compared with housing, it can reflect the needs of individual consumption. Statistics show that the retail sales of furniture in the country continued to grow in 2012-2017. The total retail sales in 2017 reached 280.9 billion yuan, an increase of 2.8 billion yuan compared with 278.1 billion yuan in 2016. According to the China Industrial Research Institute, the country is expected to be 2018. Furniture consumption will continue to maintain a steady upward trend. It is expected that the national furniture retail sales will exceed 300 billion yuan in 2018.
Huang Minli, member of the National Committee of the Chinese People's Political Consultative Conference and chairman of the Board of Directors of Minhua Holdings, said in an interview with the media that the people's longing for a better life includes the transformation of the home environment. China has a large population and a huge market. The furniture industry has an annual growth of nearly 10%. The industry has broad prospects for development and he is very optimistic about the Chinese market.
With the continuous expansion of the household consumption market, consumption patterns and consumer demand are also constantly upgrading. Li Duo, director of the planning and marketing department of Jimei Holding Group, believes that people's lifestyles and living habits are changing, and the consumption upgrade in the home market is also inevitable. In recent years, the consumption upgrade performance in the home market has become more and more obvious. The first is to enter the relationship era. In the past, more buying and selling occurred. The center of trading was commodities. In the era of relationships, consumers pay more attention to user experience and even emotional communication. In addition, people prefer specialized, customized, differentiated products and services. Furniture customization is deeply rooted in the hearts of the people. Suppliers produce according to individualized order requirements, maximizing the organic combination of design, space utilization, internal functions, environmental protection intelligence, etc., to achieve the aesthetic and practical coordination.
Consumers pay more attention to brand and quality
Behind the changes in the home consumer market is the constant evolution of consumer demand. In a survey of consumers, the Beijing News reporter found that the good reputation of home brands has become the most concerned topic for consumers. At the same time, online and offline shopping channels, shopping experience, product quality, after-sales service, etc. have also become consumers when shopping. The focus of attention.
For the main consumer of home consumption after 80, 90, whether it is decoration or purchase of furniture, most of the "year" as the time unit, belonging to the family's major consumption, with the characteristics of large-scale slow consumption, we value the brand's reputation, It is also because of the trust of well-known big brands. Faced with the current upgrade of household consumption, the brand advantage of home brands in terms of product, design, environmental protection and social responsibility has accelerated the transformation of the home industry brand to commercial brands, and ultimately achieved the brand effect on consumption.
The reporter once initiated a survey on the “what factors are most concerned about brand products when you purchase decorative building materials and furnitureâ€, and the result is that consumers choose “quality and environmental protection of products†accounted for 36%; The design sense and practicality accounted for 28%, “moderate price and discount strengthâ€, “brand awareness and reputationâ€, each accounting for 19% and 17%. It can also be seen that the current consumer awareness of the brand of furniture and building materials is not high, compared with the quality and environmental protection of the product itself, that is to say, the same category of products can be replaced with a high degree of The quality is serious. For home furnishing companies, there is still a long way to go to accelerate brand upgrades and implement differentiated product strategies.
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