2017 Furniture Industry Consumption Report
First, the crowd analysis
Survey data show that the majority of female consumers, the age mainly concentrated in the 18-30 years old, and now most of the furniture purchased within 3 years, the respondents belong to multiple provinces, both the first-tier cities, municipalities, including the border Region to Guangdong, Hunan, Beijing-based.
Second, the consumption profile
1, different levels of attention differences
70 after the consumer groups for the price of attention was significantly higher than after 80, 90 after the consumer groups; 90, after 80 consumer groups are accustomed to through the Internet to understand the information, so the concern for the product website is higher than 70 after the crowd; brand , Physical stores, renderings, etc., the attention of different age groups is not much difference.
2, access to furniture information channels contrast
In the era of mobile Internet, consumers also have more channels for understanding furniture information. Overall, Internet channels account for 30% of the total. Television advertising, exhibition stores and newspapers and magazines occupy traditional information channels at 23%, 20% and 7% respectively. Friends and relatives are also one of the channels for getting information, showing the need for people to communicate with each other in a modern society of 17%.
3, the purchase of furniture channel contrast
Most consumers tend to get furniture information through the Internet. With the development of e-commerce today, the channels consumers buy are still concentrated in the online store. 37% of consumers choose furniture stores, 32% of consumers choose hypermarkets and 10% will choose in the department store. Only 21% of consumers choose online shop.
4, affecting consumers to buy furniture factors
On the factors that affect consumers to buy furniture, the price is low, there are only 6% of promotional discounts, and green, zero-formaldehyde but with a 31% share of consumers have become the primary factor in purchasing, shows that large Most consumers have changed the concept of consumption, more consideration of health and environmental issues.
5, when buying furniture willing to accept the amount of consumption
In the amount of furniture for spending, 31% of consumers have consumed or are willing to spend 20000-50000 yuan to buy furniture.
6, solid wood furniture by the public favorite
Contemporary consumers buy furniture is not sleeping, placing objects so simple. Furniture has become a culture, reflecting the owner's unique taste and aesthetic taste. Furniture products on the market on the plate, style, durability is difficult to distinguish between high and low, but among them, solid wood furniture by the vast number of consumers.
7, modern minimalist style by the blitz of consumers
Consumers nowadays increasingly diversify their furniture styles. Among the numerous furniture styles, 38% of consumers said that modern minimalist style furniture is preferred at this stage. Therefore, simple furniture is popular with consumers and their consumption width is more enlarge.
Third, individual needs
1, Custom furniture combination, personalization, matching, integrity and other functions were 24%, 19%, 17%, 16% of the proportion by consumers.
2, in the choice of custom furniture reasons, 42% of consumers believe that custom furniture can be more reasonable and make full use of domestic space.
3,49% of consumers buy furniture for multiple brands, combined purchase.
Fourth, trend analysis
1, Whole House customization is the new direction of future development
With the change of people's consumption concept, custom furniture market has a bright future. Throughout the furniture industry in recent years, all entrepreneurs are exploring the value of the whole area of customization, whole house custom eye-catching. Custom furniture will continue to be subdivided into growth sub-industries in the furniture industry. According to statistics, the annual growth rate will remain above 18% each year and the market size will reach 160.6 billion yuan by 2020.
2, environmental issues of concern, low-formaldehyde furniture market
In recent years, ecological deterioration, haze and other environmental problems have become increasingly serious, environmental protection has become a hot topic for everyone, the topic also led to consumer concern for environmentally friendly furniture. Survey data show that consumers are very concerned about the purchase of environmentally friendly products, especially for furniture products, 31% of consumers will be the primary criteria for environmental protection.
3, the rise of the middle class, high-end furniture by the attention
According to the report, 76% of urban Chinese families in China will reach the income level of the middle class by 2022, up from 4% in 2000. The rapid rise of the middle class will inject continuous momentum into China's economic growth. The rise of middle-class people, high spending unabated, the volume of luxury also will be substantially increased, more consumers put money into the furniture market.