The era of the home market dominated by female consumption has arrived
Regarding the laws of the market and the internal power of enterprises, the author believes that it is the first priority to grasp the laws first and then repair the internal power to adapt the enterprises themselves to the current market situation. So what is the status quo of consumption in the Chinese home furnishing market? What are the mainstream consumer groups facing home furnishing companies? According to data from an authoritative survey, 69% of the purchases of household products are made by women, 11% are made by men, and 20% are made jointly. It can be seen that after the women in the consumer fields of clothing, jewelry, cosmetics, etc. have become the protagonists, the era of "she" has come in the household consumer market.
The warmth and fashion characteristics of household items fit well with the needs of women who care for their families and pursue happiness. In this market research, female consumer demand in the home market presents the following three characteristics:
"She" pays more attention to quality of life
With the improvement of living standards, women's requirements for quality gradually increase when they purchase household items. Today's female consumers no longer only value the price, but also comprehensively consider the cost-effectiveness of commodities in terms of materials, ingredients, details, craftsmanship and other aspects. In particular, the importance of product safety is even more important. Especially families with babies are more cautious about the safety of children's products. For example, in the nuclear radiation incident in Japan, which has received a lot of attention some time ago, when female consumers choose products, they will check the origin of the products and whether they have a radiation inspection certificate. Nowadays, female consumers are more willing to purchase high-quality goods to improve the quality of life of their family members and improve the quality of life.
"She" pays more attention to design and fashion
Women naturally love fashion, and nearly 70% of the respondents hope to bring fashion into the home space. The layout in the home is more fashionable, which will make them feel their unique taste of life. According to the survey, female consumers with different backgrounds such as age, occupation or personality have different preferences for the style of home. Professional women, literary young women or petty bourgeoisie have different needs for different themed products such as simple style, neoclassicism and modern style. In addition, female consumers prefer exotic products, and the multi-national style makes the home more fashionable. For example, French elegance, British court temperament, Chinese elegance and simplicity, Nordic simplicity, etc., the provision of diversified products also allows "she" to have more choices.
"She" prefers to be smart
In the survey, many interviewees said that under the dual pressure of work and life, modern women hope to free up trivial housework through convenient and effective family management methods. Household space is relatively limited, while daily necessities are increasing, creating a comfortable home environment has become a life issue that female consumers cannot hide. They are no longer willing to be bound by the dilemma of "buying, brining, and burning", but rather hope to enjoy a taste of life at home. At the same time as the concept of life changes, women will choose smart, simple and good tools to help them manage their home lightly through various solutions for home life.
After understanding the current "her" market, home furnishing companies may move closer to "her" in the future product development and promotion. In the near future, those who have "her" will have a world, depending on who can read "her" ".
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