"China's furniture consumption demand big data" reveals new trends in the industry

The price factor is 22%, which is the biggest factor affecting the purchase.

Recently, Shenzhen Furniture Industry Association and Baidu released "China's furniture consumption demand big data", through the crowd portrait, search path, search hotspots, decoding home consumers' attention objects, concerns and consumer blind spots and other trillions The search function of quantitative search, tapping the demand label of consumers, trying to help enterprises to accurately position and lead the multi-dimensional development of furniture manufacturing. The release of the big data results revealed a new trend in the industry: the connotation of quality is deeper, and the extension of quality is broader.

According to big data, in 2016, the search volume of integrated brands, custom brands and single-product brands in the furniture industry brand market increased by 23.7%, 23.4% and 45.5%, respectively, regardless of whether they were after 70, 80 or 90. The attention degree is more prominent, and the search volume of keywords such as “brand leaderboard” is not small. Some people said that most of the furniture is durable goods, which is very value-oriented, and the choice of a good brand is that the quality is relatively guaranteed.

With the rapid development of the Internet, consumers are more convenient to obtain information. From the perspective of search behavior, furniture consumers will take a more detailed understanding of the brand, material, style and other information before purchasing, and more involved in product quality. Identification, quality awareness continues to increase, which requires companies to pay attention to product quality and create a trump card.

The insiders pointed out that the furniture industry is currently at the key point of transformation and upgrading. Through the collection and application of big data, the communication channels between industry and consumers will be opened up, which will help the whole industry pay more attention to design and market volume. Basic research, guided by consumer demand, improve quality and efficiency, and truly achieve industrial transformation.

In terms of furniture materials, particleboard processing performance is better, the current use range is wider, with a percentage of 37.8% to become the most popular furniture material for consumers; in addition, with strong, moisture-proof, "zero formaldehyde release" and other advantages, Woxiang In recent years, the board has also received much attention from consumers, accounting for 18.4%, and has a trend of increasing year by year. Moreover, with the promotion of strong brands such as the whole house customization, people's understanding of the material has been continuously improved, and the attention of Hexiang board has been increasing year by year, which shows the importance of product environmental protection to consumers.

In the purchase mode, the threshold for customization is higher, 42.6% of consumers tend to be partially customized; the whole house customization mode accounts for 26.1%, although the mainstream is not formed, but the "full house customization" keyword is in Baidu's overall search. The index has reached 850, and has shown a rapid upward trend since 2015. It can be predicted that as consumers' awareness of the whole house customization continues to increase, the model will be further popularized and will usher in better development.

In terms of factors affecting consumers' purchase of furniture, the price factor of 22% has become the biggest factor affecting consumers' purchase. It can be seen that most consumers prefer to consume from the actual economic situation, and the price/performance ratio is still purchased. The main weight. (deep home)

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