Six major trends and characteristics of industry development 2012 China's household consumption trends research results

According to the 2012 China Furniture Trend Consumption Survey, from the perspective of home development, there are six major trends and characteristics in the development of the home industry:

Trend 1. Diversified and large-scale brand management, industrial chain extension

1. Brand diversity

Expanding the industrial chain often chooses to open sub-brands. In the home furnishing industry, companies that have implemented multi-brand strategies in recent years are not uncommon. The aim is to occupy a larger group of consumer groups. Some experts said that the implementation of multi-brand strategy can maximize the market share and cross-coverage for consumers.

2. Diversified business models

Whether it is to actively lead the market in the market forward-looking attitude, or to face the helpless choices made by the market changes, the transformation of home furnishing enterprises is the most optimized choice based on their own advantages. However, in the face of the increasingly competitive home market, whether such a transformation can be successful still requires further testing by the market.

3. Expand production bases, industrial parks, and establish direct sales

With the fierce competition in the market, home furnishing companies have accelerated the pace of investment in product infrastructure. In the past two years, the reduction in the cost of land acquisition may also indirectly promote the pace of enterprises to expand industrial bases. According to the survey, the national layout has been carried out in the form of production bases, industrial parks and direct-operated stores, which has become an important feature of the development of home furnishing enterprises in 2012.

Trend 2, channel sinking, Nuggets second and third line market

Affected by upstream real estate and industry policies, the home furnishing industry continued its channel sinking strategy in 2012. Second- and third-line market opportunities appeared, and the returns were generous, and enterprises accelerated the layout of outlets. It is understood that consumers in first-tier cities pay more attention to product quality and connotation, and the demand for intelligent, artistic and environmentally friendly products is obvious. The production enterprises are mostly focused on improving brand value and cultural connotation. Consumers in small and medium-sized cities have relatively low value-added requirements for products, and consumer appeals are relatively simple and sensitive to product prices.

Trend 3, deep farming market segment, multi-channel marketing

1. Layout decoration market

As a convenient and fast housing model, market segmentation has prompted hardcover rooms to emerge and become the future development direction of the commodity housing market. With the full opening of the era of finely decorated housing, the home improvement building materials industry will inevitably be more impacted, and it also means that home furnishing enterprises will usher in a huge potential public clothing market.

2. Pay attention to the decoration of the security room

With the centralized delivery of affordable housing this year, the 36 million sets of national affordable housing decoration market is undoubtedly a new opportunity. Faced with the future of the huge "gold mine" of the housing sector, the home furnishing companies have expressed their optimism about its market potential and have taken the initiative to capture the affordable housing market.

3. Build a designer channel

The importance of designer channels for home brands and companies is unquestionable, especially for high-end products, design products, functional products, personalized products, etc., the consumer's consumer guidance is particularly important.

4. Expand the e-commerce platform

With the rapid development of the Internet, e-commerce has become the sought after target of various industries. There are also many companies that use the B2C trading platform to engage in online marketing. According to the survey, the independent construction of the platform platform technology, low traffic, conflicts of interest with traditional channels, how to enhance customer experience, improve after-sales service and other issues, is the main confusion encountered by enterprises in testing water e-commerce.

Trend 4, strengthen enterprise alliance, cross-border cooperation, resource sharing

Cross-industry diversification, looking for new profit growth points, cross-industry cooperation, and resource sharing, has become one of the biggest changes in the home industry in 2011-2012. Some home furnishing companies have expressed their focus on home furnishing companies, engineers, design institutes and building materials, and other companies have expressed direct contact with the furniture, ceramics and home textile industries to achieve cross-industry exchanges and cooperation. Cross-industry integration is one of the main ways for companies to break through the bottleneck of development.

Trend 5, products and services

1. Product development trend

In terms of product appearance design, color pattern effect, texture and other materials, it tends to be more artistic and fashionable; in terms of product specifications, it breaks through the convention, and large-size design is especially applied to floor wall paving materials; intelligent products Endlessly emerged, especially in sanitary products and electrical products, it is more humanized and highlights energy saving and environmental protection.

2. Combination of production, study and research to enhance brand competitiveness

Strengthening the exchange of talents between enterprises and academic institutions, accelerating the cooperation between industry, universities and research institutes has become another effective way for enterprises to enhance their product competitiveness. Universities and research institutions have talents, laboratories and research results, but lack a pilot base. The company has a hands-on engineering and technical team and pilot and production conditions, so it should learn from each other and cooperate with each other.

3. Improve the service experience and technology upgrade of the sales terminal

In the fierce market competition, services have gradually become one of the key content of enterprise competition. According to the survey, at present, home furnishing companies increase research efforts in the consumer market, understand consumer demand, and launch a variety of personalized and intimate services to enhance the consumer's buying experience and eliminate worries.

Trend 6, marketing and planning

1. New media marketing tools to cater to the habits of young consumers

Technology changes life, and the media leads the trend. Node-based new media based on information technology and network technology has become one of the most dynamic and promising industries. Now many companies in the home industry are using new media to integrate marketing and promotion methods.

2. Perform social responsibility and commit to public welfare activities

While creating profits, enterprises must also assume responsibility for social and environmental issues, and participate in public welfare activities while effectively promoting the spread of corporate brand reputation.

3. Provide solutions for different consumers' "dreams"

As the consumer market continues to mature, the competition for brand marketing is becoming more and more fierce, and companies are paying more and more attention to the study of consumer spending habits and consumer behavior.

According to the survey report, the analysis of consumer market characteristics is as follows:

1. Main characteristics and trends of segmented consumer groups

First, the aging of the population is accelerating, the business opportunities in the middle-aged and old-age markets are presented, and the development of the aging market and exclusive products has become a new business opportunity. Second, women account for a large proportion of household product purchase decisions, researching female consumer psychology and promoting female consumer purchasing behavior. It will become one of the hotspots of enterprise market research. Thirdly, the change of consumers' lifestyles, the proportion of single and unmarried people will increase, and the demand for high-quality life will attract attention. Fourth, rural consumers have optimistic confidence and high confidence index. For urban consumers, it has laid a foundation for consumption for the sinking of home building materials companies.

2. Trends in consumer behavior of mainstream consumers

Mainly in the following aspects: First, impulsive purchase. Chinese consumers are more pragmatic, and the proportion of impulse-purchasing consumers is significantly lower than that of developed countries. Enterprises can strengthen the atmosphere to create and guide consumption patterns. Second, individualized demand, niche brand segmentation market. Consumers' personal awareness is constantly improving, individualized demand is increasing, and the prospects for customized products and niche brands are promising. Third, the brand loyalty is generally low. Chinese consumer brand loyalty is lower than that of developed countries, bringing market opportunities to new companies with low visibility. Fourth, the demand for enjoyment and improvement is increasing: consumers are increasingly demanding product upgrades, and household consumption is turning to enjoyment and improvement. Type demand.

The following is an analysis of the characteristics of the home market consumption:

1. Basic characteristics of the consumer population

The household consumption group showed a trend of youthfulness. After 80, it became the main consumer, and the demand for wedding room decoration was popular. The annual income of family-owned households was concentrated between 50,000-100,000 yuan and 100,000-200,000 yuan, accounting for 77% of the total; Enhance, the enthusiasm for home purchases, affecting the downstream home industry.

2. Characteristics of consumer demand

The rough house is the main type of house decoration recently. The demand for renovation of old houses is growing rapidly, and the market share is 35%. The structural adjustment of the building materials consumption market has undergone structural adjustment. The decoration budget has two levels of differentiation. Modern simplicity has become the main style of choice for consumers. The recognition of simple European style is obvious; the Internet has become the main channel for consumers to obtain decoration information, and the influence of store shopping guide is relatively low; consumer word-of-mouth and product evaluation are the most popular types of information in the network. Has an important impact.

The following is an analysis of the consumption trends of the seven major industry categories:

First, the analysis of the consumption trend of the flooring industry:

Floor production and sales

According to the incomplete statistics of the China National Forest Products Industry Association Floor Professional Committee, China's floor production and sales in 2011 was about 397 million square meters, which was basically stable compared with 2010, down 0.6% year-on-year.

2. Price and quality are the main factors that consumers consider when purchasing flooring.

On the whole, the factors that consumers consider when purchasing flooring products tend to diversify, and the degree of attention of various factors is not very obvious.

3. Parquet flooring is the most demanding flooring material on the market.

Solid wood composite flooring has been promoted by the industry and enterprises for many years, coupled with its high-quality product features, making it a relatively advantageous position among the vast consumer groups. Secondly, laminate flooring and solid wood flooring are indispensable flooring products on the market, and they also have fairly stable market demand.

4. Consumers have the highest acceptance rate for floors with prices below 250 yuan / square meter

Most consumers have an acceptable range for flooring products below 250 yuan, and floor consumption is still at the low to medium level. However, with the improvement of people's living standards and the pursuit of the family environment, the consumption of medium and high-grade flooring has continued to grow.

5.12mm, 15mm thickness of the floor is the mainstream product on the market

There are many types of floor thicknesses. As far as the market is concerned, thick floor products are becoming more and more popular. Floor products of different thicknesses can reflect different textures and characteristics, and have different requirements in maintenance and care.

6. Floor companies pay more attention to the innovation of design style in product development

In the face of the market's dazzling and similar flooring products, flooring companies must have unique product innovations in order to stand out. At present, the new generation of the 80s has become the main consumer of the market. Their demand for flooring has not only stayed on the material and performance of the products, but on the basis of this, they are pursuing flooring products that can highlight individuality and style. There are also certain requirements for low-carbon environmental protection, which constitutes an important innovation direction for all floor companies in product development.

Second, the ceramic industry consumption trend analysis:

1. The transition of the ceramic tile industry from high speed to smooth development

In 2011, the total output of ceramic tiles in the country was 8.701 billion square meters, which was 14.86% higher than the output of 7.576 billion square meters in 2010. The growth rate slowed down. In 2011, the export of ceramic brick products was 1.015 billion square meters, and the export value was 4.764 billion US dollars. In 2010, the export volume of 867 million square meters increased by 17.07%, which was 23.72% higher than the export value of 3.851 billion US dollars in 2010. In 2011, the ceramic tile production in many provinces showed a negative growth, indicating that the ceramic production areas in various regions have entered the development and adjustment. In the coexistence stage, the development of China's ceramic tile industry is transitioning from high-speed development to smooth development.

2. Quality is the first choice for consumers to purchase ceramic tile products. Appearance and environmental protection factors are increasing.

3. Tile high-end consumer market space increases

Compared with the 2010 ceramic tile consumption budget, the low-end and high-end consumption ratios have increased to varying degrees, while the mid-end consumption has declined. Among them, high-end consumption of more than 20,000 yuan increased from 12% in 2010 to 20%.

4. Large size tiles become the mainstream of consumption

The data shows that 60*60cm and 80*80cm are the main specifications for consumers to purchase ceramic tile products. Among them, 80*80cm accounts for 31%, and 60*60cm consumes 25%.

5. Free reimbursement of goods, delivery upstairs into the main after-sales appeal of consumers, the issue of tile after-sales needs to be improved.

Third, the consumption trend analysis of the bathroom industry

1. Sanitary industry development data

The output of sanitary ceramics continued to grow substantially: the data showed that from January to December 2011, the output of sanitary ceramics in the country reached 200 million pieces, an increase of 18.60%.

The output of sanitary ceramics in Henan, Guangdong and Hebei provinces is high: In 2011, the output of sanitary ceramics in Henan Province increased to 89.19 million pieces, an increase of 7.67% year-on-year, accounting for 44.45% of the national total. Followed by Guangdong, Hebei and Hunan, accounting for 16.88%, 12.14% and 8.30% of the total output respectively.

2. Quality is the primary concern for consumers to purchase sanitary ware products, and the influence of sanitary ware brands is increasing.

3. Bathroom consumption is moving towards the low end and high end, and the consumption at the middle end is decreasing.

Specifically, the proportion of consumers within 5,000 is increased by 11 percentage points from 25% in 2010 to 25%, while those with a budget between 10,000 and 20,000 are reduced by 8 percentage points to 27%.

4. Toilets with automatic flushing, seat heating and automatic deodorization are favored

The data shows that automatic flushing, seat heating and automatic deodorization are the most popular. Consumers who purchase smart toilets choose 30% of them. Among them, consumers who choose automatic flushing function account for 31.2%.

5.800-1000mm for bathroom cabinet consumer specifications

According to the survey data, the length of the cabinet in the bathroom cabinet market is mainly concentrated in 600-800mm and 800-1000mm. Among them, 800-1000mm is the main body of the bathroom cabinet, accounting for 39%.

6. Energy saving, environmental protection, safety and comfort are the mainstream trends in sanitary ware development; compared with the industry, consumers pay more attention to the economical benefits of sanitary ware products.

Energy saving, environmental protection, green, safe, comfortable and humanized are the main trends in the research and development of sanitary products. 73.9% of the industry believe that sanitary products are more focused on innovation in energy conservation and environmental protection during research and development, and the research and development direction of safety and comfort is also Nearly 70% of supporters.

Fourth, the analysis of consumption trends in the wall material industry

1. Style is the first sensitive factor for consumers to purchase wallpaper products. Consumers pay more and more attention to environmental protection.

The wallpapers are separately decorated to highlight the functional area features. The bedroom and the background wall are the key areas for wallpaper decoration; the paint is still the mainstream of household decoration consumption, and the living room and interior walls are more inclined to paint decoration.

2. Modern minimalist, romantic and warm style is the trend of wallpaper decoration trend

Modern minimalism, romantic and warm style are most popular among consumers. 43% of consumers prefer modern minimalist style, while 29% prefer romantic and warm style.

3.PVC, natural materials are the main materials used in wallpaper products.

The data shows that PVC and natural materials are the most used materials on the market, and the cumulative product coverage rate is 80.8%.

4. The innovation of patterns and colors is most valued by wallpaper companies.

On the one hand, enterprises can more satisfy the needs of multi-level and diverse consumers by continuously enriching the patterns, colors and styles of wallpapers; on the other hand, the update cycle of patterns and colors is relatively short and can be increased in a limited time. Product style, layout, and constantly expand the market. At the same time, the innovation of wallpaper material also has a more important position in the R&D design process, accounting for 57.1%.

5. Waterproof, breathable, antibacterial and anti-mildew function into a hot spot for coating products consumption  

V. Analysis of consumption trends in the cabinet industry

1. According to the data, China's cabinet manufacturing enterprises have grown from more than 20 in 1994 to more than 3,000. The huge industrial system covering all provincial capital cities, secondary cities and over 90% of county-level markets has been formed. . In 2010, the industry achieved sales of 19.724 billion yuan, a year-on-year increase of 31.31%, and achieved product sales profit of 2.256 billion yuan, a year-on-year increase of 31.68%. The total profit was 968 million yuan, a year-on-year increase of 47.29%.

2. Price, environmental performance, appearance, and material are important factors affecting consumers' choice of cabinets. Brand influence is slightly insufficient in the cabinet market.

3. More than half of the consumers, the cabinet product budget plan is not more than 10,000 yuan; the cabinet budget of more than 20,000 yuan in the middle and high-end consumer groups accounted for 21%.

4. Natural stone and artificial stone countertops are most popular among consumers and belong to the main choice of countertop materials in the cabinet market.

5. When consumers choose the material of the cabinet door, they are mainly made of paint, solid wood and melamine board. The fashionable and beautiful and convenient consumer appeal is highlighted.

6. In the first-line market, consumers have higher target concentration in purchasing brands. The leading brands such as Europa, Cobo Boloni and Haier have obvious advantages; consumers in second-tier cities have more scattered brand choices and weaker brand advantages.

7. For the one-stop purchase of cabinets and kitchen appliances, 82% of consumers said they were acceptable.

Among them, 31% of consumers expect corresponding price concessions for one-stop shopping, and “quantity-for-price” is still the traditional thinking mode of shopping for mainstream consumers in China, and it is also reflected in the home market. 26% of consumers have a certain degree of concern about one-stop purchase after-sales service.

Sixth, the analysis of consumer trends in the furniture industry

At the beginning of 2012, the national furniture production continued to be good, and the output growth rate increased steadily compared with the same period of the previous year. In the first quarter of 2012, China's above-scale furniture manufacturing industrial enterprises achieved a main business income of 115.98 billion yuan, a year-on-year increase of 16.32%; the total profit reached 5.776 billion yuan, an increase of 12.26%. In the first quarter, China's above-scale furniture manufacturing industry realized a total industrial output value of 120.77 billion yuan, an increase of 19.4%; the industry's accumulated industrial sales value reached 119 billion yuan, an increase of 19.4%; China's furniture manufacturing industry's production and sales rate reached 98.6%.

1. Environmental protection has become the primary factor affecting consumers' purchase of furniture; price has become a prerequisite for material and style selection.

2. Solid wood furniture has become the preferred category for furniture consumption, and panel furniture is the second largest material for furniture consumption.

3.61% of consumers will purchase children's furniture separately. With the continuous improvement of children's furniture related standards, product standardization continues to improve, consumers' attention and trust in children's furniture is gradually increasing, and the market space for children's furniture is huge.

4. When purchasing children's furniture, product safety is the most concerned aspect of consumers, including environmental protection of materials and overall design safety.

5. Most consumer furniture budgets are concentrated at 30,000-50,000 yuan, and affordable housing will increase the proportion of low-budget furniture.

Affected by factors such as rising product prices and rising per capita consumption levels, the furniture consumption budget has increased from the previous year, and 34% of respondents' furniture consumption plans are controlled at 30,000-50,000 yuan. With the promotion of affordable housing projects, the consumption demand of low-income groups has gradually entered the market. The budget group within 30,000 accounts for 30%. It is expected that the proportion of the budget interval will show a growth trend in the future.

6. Modern minimalism and Jane European style are the most popular in the consumer market, accounting for 56% of the total.

From the perspective of design style, modern minimalist and simple European style furniture is the mainstream product in the current consumer market, and European furniture and American furniture also occupy a large proportion in the market. Most of these two styles of products are positioned in the middle and high end, and are aimed at consumers with strong purchasing power.

Seven, the analysis of consumer trends in the wardrobe industry

1. The main reason for the popularity of the overall wardrobe is the trend of new types of real estate and the increasingly diversified decoration styles.

The owners of small and medium-sized apartments are mostly young people after 80s and 90s. The custom-made wardrobes of this age group not only value the practicality of the wardrobe, but also pay attention to the unique personality and taste. According to the data of relevant industry associations, in the next 4 or 5 years, China's overall wardrobe market will have more than 20 million sets of market capacity, with an average of more than 5 million sets per year. The rough estimate of output value is about 400 billion yuan.

2.41% of consumers choose custom wardrobes in the wardrobe consumption, and the market recognition exceeds the finished wardrobe.

With the gradual popularization of customized wardrobe products, the recognition of consumers has gradually increased, and professional custom wardrobes have gradually become an important part of the decoration of the living room.

3. The price, appearance and brand are the three main factors affecting consumers' purchase of wardrobe products. The brand awareness of wardrobe industry is higher than the average level of the home industry.

4. The wardrobe consumption budget is mainly concentrated in the 1,000-3,000 yuan, and 3,000-5,000 yuan, accounting for 64%.

5. The innovation and research and development of the wardrobe enterprise mainly focuses on product design, in which the overall design of the product accounts for 30% and the appearance color accounts for 19%.

6. Industry R&D and market demand trends:

The product development of the wardrobe enterprise is mainly aimed at the overall design of the product, the rational use of the space and the overall design, which can effectively improve the consumer experience and efficiency.

The gradual popularization of the concept of health and environmental protection has made consumers have higher requirements for the environmental performance of wardrobe products.

The wardrobe enterprise conducts in-depth investigation and research on consumers' aesthetic preferences, making bold breakthroughs in product color, creating new designs and creating new and beautiful products, thus catering to consumers' demand for wardrobe decoration effects.

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