2019 Tencent China Home Furnishing Industry Insights Report

With the arrival of a new round of consumption upgrades and the real estate market gradually entering a mature stage, the demand for home decoration is increasing year by year in China. Correspondingly, the market scale of the domestic home decoration industry is also expanding every year. The OctoPlus team recommends you to read “2019 Tencent China Home Furnishing Industry Insights Report” which analyses the image of home decoration consumers with a deep understanding of their needs.

Key findings:

1. Post-80s and post-90s became the two backbones of China home furnishing industry. Budget, style, experience and health and environmental factors are the most wanted information for home decoration consumers.
2. Consumers have a high demand for home decoration information, and the way to collect information covers multiple channels online and offline. 52% from word of mouth: friends’ recommendation; 86% from offline channels: construction market/decoration stores accounted for 50%; 80% from online channels: e-commerce shopping platform accounted for 48%, search engines accounted for 24%.
3. Consumers generally accept home decoration advertisements due to their needs for information guidance. During the renovation period, when seeing a home improvement advertisement online, 55% chose to browse the product introduction page, 32% would click the product link.
4. Many forms of advertising such as WeChat moments, official accounts, news, videos are being accepted by consumers.