The new main battlefield of brand competition in the home furnishing industry(1)

In the home furnishing industry, it is not only manufacturers and designers that determine the mainstream consumer trends in the market. It must be a collection of many factors such as the aesthetics, preferences, and living habits of many mainstream consumer groups. In the past, the replacement cycle of household products in my country was very slow. One product was enough for one manufacturer to produce for several years. Now consumers have gradually retreated to the second line, and the younger generation has become the mainstream consumer group of household products. According to statistics, the post-90s group accounts for more than 50% of the consumer groups in the home furnishing industry!

Seven consumer trends and typical portraits of social newcomers

In any group that has experienced the same social environment, many commonalities can be seen in them. The "China Social Newcomers Consumption Report" released by Vipshop and the Nandu Big Data Research Institute conducted a survey of newcomers born in the 90s in 31 provinces, regions and cities, and found that young people from all over the country have come to study in first- and second-tier cities and eventually stay in The proportion of school location is higher. Through continuous understanding of these newcomers for a period of time, some typical "common features" in consumer behavior have been summarized in them.