2022 spring home consumption scenario Report From JD & Sina home

The following is the 2022 spring home consumption scenario Report From JD & Sina home recommended by recordtrend.com. And this article belongs to the classification: Life data.

Who said the living room must be big sofa + big TV, invariable? Who says the kitchen is always greasy and ugly? That was 30 years ago. Nowadays, young people have turned their home into a colorful and personalized place – the privacy of privacy, the social networking of society, appearance, intelligence and cross-border. It is difficult to define it in one style, or this is also the characteristic of young people.

However, a visual trend is that home appliances and home furnishings (referring to soft / hard home decoration, home textiles, etc., the same below) quickly play cross-border. For example, europay united with Panasonic, Sofia and Gree reached cooperation, and I le home joined hands with Fangtai… And so on.

As one of the important channels of the home appliance market, JD also found that consumers, especially young people, pay more and more attention to the home environment in recent years, which is not only reflected in the growth of demand, but also have a strong curiosity about new products / new categories, and have an urgent demand for “integrated shopping”.

Therefore, Jingdong home appliances and Jingdong home appliances aim at consumers’ supporting purchase of home appliances and home appliances, and quickly realize the demands of complete distribution of goods in different space scenes. During the home decoration Spring Festival and home appliance decoration festival in April, Jingdong home appliances and home appliances will jointly create a “one-stop purchase of Jingdong home appliances” and jointly focus on the model rooms of diversified living spaces such as living room, bedroom, balcony, kitchen and bathroom, so as to create comfort and Convenient one-stop space solution.

At the same time, Jingdong consumption and Industrial Development Research Institute and Sina home released the “2022 spring home consumption scenario report”, which generated the following insights into the industry and market based on Jingdong consumption:

1. The home scene has become an important growth pole of consumption, among which the demand for home appliance x home integrated design and one-stop shopping has become a trend; Among them, intellectualization is integrating home appliances and other related industries;

2. This generation of young people are more family oriented. They have the courage to explore the “unknown field” and clarify their own needs. Therefore, products such as fresh air conditioner, beauty cooker, washing and drying suit, intelligent toilet… Have gradually become a trend;

3. The preferences of the younger generation have led the trend of national consumption, making many brand-new categories rise and become a new growth pole of China’s consumer market, such as floor washing machine, integrated stove for steaming and baking, skin beauty shower, designer furniture, etc;

4. In the past year, the number of new products on JD has exceeded 10 million, and the annual sales contribution of new products has exceeded 60%. Meanwhile, the contribution of new product consumers to the overall sales volume reached 34%, and the average consumption unit price was 1.4 times of the overall average. Therefore, the new product consumption preference of young consumers has brought overtaking space in curves to many subdivided categories.

The most socially valuable part of a young family is the kitchen

Trend 1: Kitchen aesthetics and practicality

Trend 2: Food Kitchen integration, food kitchen social networking into a bright spot;

Although delicious food and takeout are so developed, cooking has become a sense of ceremony for young people. A recent media survey showed that nearly 80% of young people have cooking habits, including 36.6% who cook several times a week and 12.7% who cook every day. (DT finance and Economics: real record of 2021 youth Kitchen God practice)

However, when young people cook, they not only pay attention to color and flavor, but also innovation, but also vision – “the fun of cooking is delicious first and good-looking second”. Of course, only good-looking dishes are not enough. Only the background, design and food complement each other can they take the most beautiful photos.

Kitchen aesthetics and a better lifestyle have become an important topic for more and more people in home design. The appearance and function of kitchen electricity are the consideration of each family’s choice.

At the same time, according to the online consumption trend report of “selfie kitchen” (JD), the overall sales volume of “selfie” label goods has grown by leaps and bounds from January to September 2021, with a year-on-year increase of 207%; The number of searches related to “selfie kitchen” reached 10.4 times that of the same period last year. The sense of self pleasing, social and ritual is triggering consumers’ new demand for kitchen and home.

The combination of these commodities forms the new “kitchen aesthetics” of young people, and then the improvement of happiness, and finally “everything can be exposed to the sun”. They can even enhance their “personal settings” through Commodities – compared with the more functional living room and private bedroom, the kitchen has become the core of young people’s home social interaction.

In a previous survey launched by jd.com, the motivation of people under the age of 35 to buy kitchen appliances / kitchenware was analyzed. It can be seen that when young people buy kitchen appliances, they are greatly affected by public reputation, and they are significantly more sensitive to the appearance and design sense of kitchenware (increasing people’s Design). For example, in recent years, young people, especially women, are keen to buy Beauty enamel pots, whether macarone or iris purple, which are placed in the kitchen as a beautiful scenery. According to the data of Jingdong spring home decoration Festival, the turnover of Kucai new enamel pot, the representative of pot appearance, increased 15 times year-on-year in the first 28 hours.

Some analysts pointed out that in the kitchen scene, consumers’ sense of ritual is mainly reflected in special objects. According to the survey data of a large number of small household appliances consumers, 55.56% of the respondents said they were willing to accept and buy special small household appliances, of which 66.13% believed that although the application scenarios and functions of special small household appliances were single, they met their pursuit of a sense of life ritual.

In the past two years, the wall breaking machine market has grown rapidly, which brings opportunities for the launch of high-end wall breaking machines; Jingdong home appliances linkage Jiuyang brand self-developed Category Research Report and comment analysis, combined with simulation test investment, customized a hand washing wall breaking machine based on c2m. At the same time, the first launch achieved high sales through star carrying goods combined with resources in the station. During the promotion last year, the hand washing wall breaking machine was sold in the top 1 for models with more than 1000 yuan.

For manufacturers, the dual needs of “kitchen aesthetics and practicability” are an important driving force to promote product innovation and industrial upgrading. Mainstream brands are also working with cutting-edge brands to constantly explore new application scenarios, seize the minds of users with more scenario based kitchen supplies, and stimulate the potential increment of the market.

For example, from 2018 to 2021, Senge integrated stove won the double champion of sales volume of Jingdong 618, 11.11 and 12.12 shopping festivals for four consecutive years: first in kitchen and bathroom stores and first in single product sales.

The N in 1 living room is your growth space

Trend 1: the living room integrates learning, entertainment, social gatherings, parents and children, fitness and other needs n in 1. It not only has many scenes, but also emphasizes “change”;

Trend 2: the living room carries the process of self growth;

Trend 3: lazy life + slimming needs trigger marginal needs;

With the “pace” of consumers’ inward exploration, consumers care more about the current internal spirit and comfort.

The 2021 Jingdong electric appliance consumption index report released by Jingdong and Xinhuanet last year summarized the changes of household appliances from “gradually replacing their own labor” to “meeting additional demand”, which is increasingly becoming an important indicator of living standards and consumption upgrading.

Among them, the living room of young people is no longer the “invariable and spotless” appearance of their parents, but switches from multiple scenes such as learning, entertainment, social gatherings, parent-child and fitness at any time, and inadvertently records the growth of everyone in the family.

It is not only a place for young people to show new products, but also a place for young people to focus on new products.

For example, last month Skyworth TV and JD launched the first platform customized “full channel high brush Game TV” Skyworth A43, a product series specially developed for young users. With accurate insight into the needs of next-generation gamers, Skyworth has given A43 a variety of “top matching” performance that directly meet the needs of users, fully meeting the young users’ advanced imagination of next-generation game equipment. In addition, the demand for movie viewing sofa is becoming increasingly popular. In Q1 2022, the turnover of functional sofa that can be adjusted from multiple angles increased by 1.5 times year-on-year, and the turnover of lazy sofa suitable for living room entertainment increased by 100% year-on-year.

In addition, as a popular smart home appliance at present, according to the monitoring data of Aowei cloud network (AVC), the cumulative penetration rate of smart home appliances in China’s home appliance market in 2021 is generally higher than that in previous years.

From jd.com’s consumption situation, we can see that the proportion of smart products in the living room hardware has increased significantly, which shows that users’ preference for smart home appliances has increased.

In addition, the demand of young people to “stay lazy and lose weight at the same time” also triggered the demand of “edge”, which eventually became a popular product among the whole people. For example, Tianke wireless intelligent floor washer increased by 9.3 times in Q1 of 2022 compared with Q4 of 2021, and the bottom joy fitness ton bucket increased by 1.6 times.

With the rapid development of Internet of things, big data, artificial intelligence and other technologies, the quality and performance of intelligent household appliances will be greatly improved, and it will also provide too much convenience for people in daily life. And with the changes of residents’ disposable income and consumption concept, smart home appliances will enter more and more families.

Bathroom: the best intelligence is the most private intelligence

Trend 1: bathroom can be personalized, humanized and quality oriented, and personal space is created

Trend: users want products that can “quietly” meet their needs;

In 2020, Jingdong, together with well-known home decoration designers and brand businesses in the industry, jointly initiated and proposed that “the toilet will be upgraded in terms of quality, humanization, personalization and intelligence”.

In the past two years, intelligent devices are accelerating their penetration into families in all line cities, while bringing the upgrading of quality and intelligence. Among them, the most popular product is the intelligent toilet (cover) to solve the user’s “privacy” problem.

In the survey of Jingdong’s “something about the bathroom”, 54% of users believe that the bathroom is a space in the home where they can relax unscrupulously and face themselves truly.

Of course, it is not just the problem of “smooth drainage”. The beauty shower, intelligent towel rack, intelligent bathroom cabinet and electric toothbrush in bathroom products are also more and more popular with young people in big cities, and with their recommendation, they are further transmitted and penetrated into middle-aged and elderly users and the vast sinking market.

In this context, for all enterprises upstream and downstream of the electrical industry chain, there are two things that are most urgently needed: Based on the in-depth insight of e-commerce channels into consumer demand, accurately guide demand, promote on-demand customization of products and services, and meet the expectations of consumers, especially the younger generation of consumers, for high-quality and personalized products and services.

Taking Panasonic pqtk10 intelligent toilet cover as an example, it was introduced to the market through JD c2m (reverse customization) mode. During the pre-sale of JD 11.11 last year, the order volume increased six times month on month, and the transaction volume ranked first in the category after the opening of 11.11.

In this way, the R & D – production – marketing – consumption – service link is opened in c2m mode, and JD and other partners are used as hubs to build a communication bridge between consumers and suppliers, promote the comprehensive digital transformation of brand product development and marketing services, and provide consumers with a better consumer experience. For example, the new c2m “XY” computer chair built by JD home lasted 152 days, 28 proofs and 14 tests, Helped it create a new subdivision category of thousand yuan real double back chairs.

Bedroom: solve your sleep problems in an all-round way from viewing, listening, smelling and touching

Trend 1: whether the bedroom is equipped with TV or not, young people are not tangled;

Trend 2: the demand for bedrooms is more vertical, requiring “safety” (safety, quiet and peace of mind);

Trend 3: different from other spaces, the objects in the bedroom can be summarized into one word in terms of vision and material: skin friendly;

On the eve of this year’s world sleep day, the Sleep Research Report of China sleep research association shows that more than 300 million people in China have sleep disorders. Emotional distress, life pressure, work pressure and environmental factors are the main factors affecting sleep.

Therefore, people’s equipment in the bedroom can solve and improve their sleep in an all-round way from viewing, listening, smelling and touching.

Interestingly, Jingdong’s consumption shows that the older consumers, the higher the proportion of buying smaller screens and “bedroom” TVs. In the early years, the media initiated discussions on whether to install TVs in the bedroom; Now, the younger the crowd, the less tangled – do not install, the demand for the bedroom is pure “safety” – that is, safety, quiet and peace of mind.

The consumer demand for sleep aid has increased rapidly. In recent years, the transaction amount of online sleep aid products has continued to rise. In 2021, the transaction amount of online sleep aid products increased by 53% year-on-year.

Over the past year, the turnover of generation Z sleep products increased by nearly 50% year-on-year. In contrast, generation Z prefers melatonin, steam eye mask and sleeping pillow, while silver haired people prefer massage equipment and traditional Chinese medicine tonic.

Mattress function has become the focus of young consumers when choosing mattresses. Among them, the age group of 26-35 years old is the main consumer group of intelligent sleep aid products.

In addition, fresh air is essential for a better sleep experience. At this time, fresh air air conditioners that can “reduce carbon and increase oxygen” without opening windows are favored by consumers and quickly become the mainstream products of air conditioning products. Take Gree wall mounted fresh air conditioner as an example. Through fresh clean fresh air technology, combined with large circulating air volume of air conditioner and professional HEPA filter screen, it introduces outdoor fresh oxygen air into the house and filters a variety of pollutants, making the bedroom air fresher and sleep sweeter. According to the report of year-end summary of China’s air conditioning market in 2021, the scale of online fresh air conditioning in 2021 was 820 million yuan, a year-on-year increase of 492.7%.

Whether it is the pursuit of higher quality bedding products or the enthusiasm for small commodities such as multi sensory sleep aids, all reflect the further upgrading of users’ consumption demand for sleep products.

Different from other spaces, the objects in the bedroom can be summarized into one word: skin friendly; For example, “bread bed”, a product with strong wrapping and more affinity in visual effect, as well as the materials of latex pillows, mattresses, and even products such as sleeping aids and massage machines, are more safe and skin friendly. Relevant search results on JD show that users’ sensitivity to keywords such as safety, environmental protection and purification is 650% higher than the average when searching for indoor related products.

Through JD c2m new product development and self-supporting efficiency, gujia home, a domestic home furnishing brand, launched a “bread soft bed” for young consumers, becoming the top 3 popular product in the industry. The turnover in the first 10 minutes of JD double 11 increased 10 times compared with the daily average. This product is designed as a “one-piece bag”, which greatly improves the logistics and delivery efficiency of large furniture and realizes the delivery of large furniture every other day

With insight into the expectations of the new generation of consumers to “sleep beautifully”, JD home and Yalan launched the national home upgraded “beauty sleep” mattress – c2m reverse customized sea blue Zhenxiang five-star mattress. On the basis of many “beauty” high technologies such as deep-sea giant algae fabric, bluetouch “small blue bag” dazzle body spring and so on, it upgraded and thickened the cushion to make it more comfortable and meet the more picky needs of sleeping, Let consumers “have a five-star beauty sleep” at home

Southerners’ ambition for balconies is more than a forest

Trend 1: the balcony of Southerners is not only the breathing space of the house, but also the window for the emptying of the soul. At the same time, it is also the highlight of adding the style of the house; Therefore, there are green balcony, leisure balcony, bar balcony, etc

Trend 2: most northerners’ balconies become the extension of the room, so the focus is on drying, daylighting, study, etc;

If you go to a southerner’s home, when you go to the balcony, you are likely to be startled by green plants and flowers. Moreover, the balcony area in southern provinces is generally relatively large. Therefore, if your “ambition” is large enough, it is not impossible to install a forest into your home.

The balconies in northern families are more practical. For weather reasons, most of the balconies of northern people are sealed and become an extension of the room. Therefore, the focus is on drying, daylighting, study, etc.

Of course, the balcony, whether it is the garden, the bar or the study, must always take care of the feeling of clothes, so young people think about drying clothes again:

In addition, in recent years, there has also been a product called “liberation balcony” – washing and drying suit (machine). Taking Haier diedai and Meixi washing and drying care three in one washing and drying suit as an example, it integrates the functions of clean washing, soft drying and clothing protection. After washing the clothes, it can dry the clothes through low-temperature circulating hot air, restore the fiber elasticity and make the clothes natural and fluffy. From January to August 2021, JD’s retail sales of washing and drying suits reached 115000 sets, with a year-on-year increase of 330.4%, retail sales of 620 million yuan, with a year-on-year increase of 274.6%. Its search volume in JD home appliances reached 52 million times, and high-end products accounted for 50%.

Affected by the weather in the rainy season of huinantian and Meizhou in the south, the intelligent clothes dryer with functions such as drying, air drying, sterilization and disinfection has gradually become a “new force on the balcony”, which is highly sought after by young consumers. The data of the recent spring home decoration festival show that JD intelligent clothes dryer made a good start on March 28, with a year-on-year increase of 3 times.

epilogue

With the continuous upgrading of consumption, the home consumption scene of domestic users is moving towards youth, intelligence and integration. However, it is difficult to really define the home style of young people, or their style is simply “undefined”.

Therefore, perhaps we should put aside the invariable “decoration style” or “home style” to restrict consumers, but provide them with more concrete “Scene” consumption – its essence is to use this element to trigger and connect the needs of customers. The more specific and real the scene is, the easier it is for users to be brought into it, the easier it is to stimulate their needs, and the higher the conversion rate.

In the future, JD will continue to link more industries and brands, bring more convenience for integrated consumption to the majority of users with “meaningful and valuable innovation”, promote consumption quality and lead industry upgrading. More reading: zhongzhan zhiao & Sina home: 2020 white paper on China’s wallpaper and wallpaper industry (with download) JD & Ipsos: 2021 Jiaqing blue ocean category trend China Merchants Securities: viewing the potential of Suning from the comparison of JD (with download) In 2016, Jingdong PK Amazon, two 13-year-old e-commerce giants Jingdong & Ali & pinduoduo: pinduoduo’s growth rate in the fourth quarter of 2021 was 3%, Ali 10%, Jingdong 23.0%. Low growth rate ‘has become the same keyword Jingdong: girls love beef dumplings more in the winter solstice, boys love mutton dumplings more. Research on Founder Securities: analysis of Ali, Xiaomi, Jingdong Strategic changes of meituan (download attached) Jingdong: actual record of 3q20 financial report teleconference 80% of new users come from low-level cities, and the proportion of marketing expenditure continues to decline. Jingdong: the sales volume of salty zongzi in the Dragon Boat Festival is 3.6 times that of sweet zongzi. 21st Century Economic Research Institute & Jingdong: 2017 report on online consumption trend of Chinese mothers and babies. Jingdong, Amazon, vipshop Comparative analysis of dangdang.com Jingdong: 30% of women’s online shopping focuses on men’s products Caixin & Jingdong: looking at population mobility and consumption changes from the “New Year’s goods” (with download) data Wei: Interpretation of the global data of 618 promotion in 2020 – special session on beauty and skin care Jingdong: report of the home decoration industry in 2017, online shopping has become an important purchase channel of home decoration

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