The influence of online channels on the home industry continues to expand

 

Home consumption is a one-time investment of high consumption, so the China Home Expo consumer purchase cycle is long, and the purchase attitude is cautious, will be fully understanding and comparison, the development of home online channels and technical services to improve for consumers to provide a more convenient way to obtain information.

The survey shows that consumers get home related information more through online channels, short video platform and e-commerce APP become the two core channels to get home information, especially short video, whose content knowledge is more favored by users, allowing users to quickly learn home knowledge including home improvement skills, storage skills and so on in a relaxed and entertaining atmosphere. In addition, the recommendation information is rich and diverse, can quickly obtain the desired information is also an important reason for consumers to choose short video, it can be seen in today's information explosion, can quickly and accurately obtain the required information for the user's home purchase and consumption is particularly important.

The influence of online channels on users' home consumption decisions is also gradually increasing. According to the survey data, compared with the previous cycle, the influence of users' online browsing of home information on their subsequent purchase decisions has been further enhanced (up by about 4%), and consumers also buy home products through online platforms, and the consumption proportion of short video platforms and traditional e-commerce platforms has exceeded the offline home vertical channels and brand stores.

 

Among them, the influence of short video platforms on home consumption cannot be underestimated, and the choice tendency of it and traditional e-commerce platforms has begun to be flat. According to the data, as of the end of February 2024, the number of followers of Enterprise on the Douyin platform has increased by 4%; Consumers' interest in broadcasting room products is also growing, and the number of clicks on goods in the broadcasting room of Tiktok home enterprise accounts continues to grow. Online channels have become an important position for home brands and consumers to interact with each other.

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The online home segmentation track interest groups show differences

 

Affected by the personal preferences, lifestyle, economic strength, regional culture and other factors of China Home Expo consumers, the subdivision of the online home market has shown certain differences in interest groups. Among them, the online home improvement interest group is mainly 31-50 years old; Online furniture interest groups are mainly female and 31-50 years old; Online home textile interest is mainly female, over 31 years old; The online home appliances interest group is mainly female, 31-40 years old, compared with the overall population of Tiktok, 18-23 years old young people and 41-50 years old middle-aged people are more.

 

With the change of people's ideas and the delay of marriage and childbearing age, about 30 years old has become a more common age of first marriage, and the related demand for house purchase, decoration and so on has occurred. Therefore, the interest groups of home improvement, furniture and other subdivisions are mainly consumers over the age of 31. The coverage of the home appliance market is relatively broad, and consumers will have the demand for 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 focus on.

If you want to learn more about the food industry, please visit the China Home Expo website to learn more.

 

Source: Lecong Furniture Association (public number)

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