Jingdong Data Research Institute and Nandu Consumer Research Institute jointly released the “2017 Home Improvement Industry Online Shopping Consumption Trend Report” (hereinafter referred to as “Trend Report”), showing the current consumer preferences of home improvement and the status of practitioners.
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Real Estate Market Complementing the market with the home improvement market, the popularity of Chinese real estate in the past few years has provided stable support for the sales growth of the home improvement market. Since 2013, the Internet home improvement industry represented by Jingdong has ushered in rapid development, and various data have exploded. From 2013 to 2016, the compound annual growth rate exceeded 100%. In the five years from 2013 to 2017, the number of brands in the main categories of home improvement (kitchenware, home textiles, household daily use, furniture, decoration services, home improvement building materials, etc.) has been increasing year by year. From the point of view of the sales amount, the concentration of the TOP50 brands of various categories has increased, indicating that consumers are beginning to focus on brand and quality. According to JD’s sales data, international brands such as kitchenware have experienced rapid growth. In the first half of 2017, international brand sales accounted for more than 57%, of which WMF grew by 131% and Contigo increased by more than 200%. In addition, high-end silk Tencel was increased by 115% year-on-year, and latex pillow sales increased by 261% year-on-year; the number of imported storage products users grew rapidly, up 70% year-on-year, 1.75 times the industry growth rate.
Jingdong research data also shows that more than half of consumers currently say that they will choose furniture based on space. At the same time, Jingdong’s consumption data also shows that cabinets, wardrobes and wooden doors have become the top three categories of custom furniture. On the Jingdong platform, the sales of typical custom-made brands increased by more than 700% year-on-year. According to the Trend Report, the whole house customization will be a future trend under the consumption upgrade, and it is expected to become a new category of Internet home improvement. It is worth noting that, in addition to upgrading the user’s own quality requirements, the requirements for the consumer service experience are also increasing. The use of Jingdong warehouse products from third-party sellers is more popular with consumers.
With the improvement of consumers’ living standards and concepts, people pay more attention to the safety and environmental protection of the home environment. Big data shows that at present, consumers are generally considering quality and safety when considering the purchase of home improvement products. After all, the home environment is closely related to people’s health. The “Trend Report” released this time refers to the fact that in the home furnishings category from 2016 to 2017, consumers have significantly increased their search for “environmental protection, “simple,” health. Home textiles, furniture, decoration services and home improvement building materials of the same type of environmentally friendly materials have exploded. The minimalist style of home textiles, household daily use, furniture, decoration services and home improvement building materials have also risen sharply. The detectors that are closely related to home environmental protection have also shown rapid growth in terms of purification of classified products. The sales of air formaldehyde detectors increased significantly compared with last year. In June, the growth rate was 68.3%, and the purification and deodorization increased by 100%, which is twice the growth rate of the industry. The Trend Report therefore predicts that the change in consumer consumption patterns may change the overall situation of the home improvement industry in the near future. Simple, environmentally safe will become the mainstream of home furnishings.
From the smart toilet, it has moved from single product intelligence to full intelligence. Fingerprint locks, garbage processors, smart toilet covers, etc. are becoming new hotspots for sale; easy to use, economical, safe, secure, and appearance Beautiful, very intelligent, good brand, believe in brand, big brand, feel good, switch is very good has become the top ten keywords for user evaluation. Corresponding to this, users are increasingly convinced of the value of the brand at the time of purchase. In terms of segmentation, from 2016 to 2017, sales of smart products such as smart locks, smart toilets, and smart toilet seats have achieved rapid growth. For example, the sales of the most popular smart toilets are more than 3,000%. Although the country has introduced corresponding regulatory policies, property prices in first-tier cities are still firm and relatively resistant. The first-tier cities led by Beishangguang did not accidentally occupy the forefront of the consumption of home furnishings. Second-tier cities are headed by Tianjin, Chengdu, Wuxi and Suzhou. The amount of consumption in third-tier cities is most prominent in Hefei. The users of Beishangguang mainly spend money on high-quality home improvement products, and are more willing to spend on health and environmental protection products, while low-tier cities consume more in the hardware field of furniture and building materials. As far as the region is concerned, in the consumption of Internet home furnishings, East China, North China, and South China have become the top three regions in terms of consumption, and the gap between Central and Southwest China is not closely followed.
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