艾媒咨询 | 2024年中国家装行业消费者需求调研报告

当前，随着生活水平的提升与消费需求的变化，家装行业已逐渐成为备受关注的消费领域，市场规模在不断增长。根据全球新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2024年中国家装行业消费行为调研报告》数据显示，超过七成的消费者在装修时既会考虑硬装又会考虑软装，足以看出消费者对其房屋装修的重视程度。在此背景下，家装市场吸引了众多参与者，各家机构和工作室争先恐后出不穷，其中最受消费者青睐的是半包装修（52.71%），其次是全包装修（32.76%）。就购买的家具类型而言，目前消费者最多购买支撑类家具（85.10%）、贮藏类家具（84.62%）等。在智能家装方面，中国消费者最感兴趣的是智能马桶的水温调节功能，高度关注智能门锁的指纹识别功能。艾媒咨询分析师认为，尽管家装市场前景广阔，但竞争也异常激烈，并且消费者对行业整体服务和智能化程度的要求也逐步增高。企业要想在这个市场中脱颖而出，需持续深入地洞察消费者需求，不断创新设计和材料，推出更多符合消费者期待的家装产品和服务。

At present, with the improvement of living standards and changes in consumer demand, the home improvement industry has gradually become a consumer field that has attracted much attention, and the market scale is growing. According to the latest "2024 China Home Decoration Industry Consumer Behavior Research Report" released by iiMedia Research, a third-party data mining and analysis agency for the global new economy industry, more than seventy percent of consumers will consider both hard and soft decoration when decorating, which is enough to see how many consumers attach importance to their home decoration. In this context, the home improvement market has attracted many participants, with various institutions and studios scrambling to emerge, among which the most popular among consumers is semi-packaged repair (52.71%), followed by full packaging repair (32.76%). In terms of the type of furniture purchased, at present, consumers buy the most support furniture (85.10%), storage furniture (84.62%), etc. In terms of smart home improvement, Chinese consumers are the most interested in the water temperature adjustment function of smart toilets, and they are highly concerned about the fingerprint recognition function of smart door locks. Ai Media Consulting analysts believe that although the home improvement market has broad prospects, the competition is also extremely fierce, and consumers' requirements for the overall service and intelligence of the industry are gradually increasing. In order to stand out in this market, companies need to continue to gain in-depth insight into consumer needs, continuously innovate designs and materials, and launch more home improvement products and services that meet consumer expectations.

艾媒咨询 | 2023-2024年中国新国货消费行为监测与商业趋势研究报告

90后、00后的新青年消费群体成为消费市场的新力军，推动消费需求更迭，年轻消费群体成为国货消费主力，各行业的国货需求存在区域差异等特点，越来越多的消费者愿意为国货买单。调研数据显示，年轻群体已成为国货市场的消费主力，超六成消费者集中在19-35岁之间，“理智型动机”成为年轻群体购物主要导向之一。
艾媒咨询分析师认为，年轻消费者市场品牌竞争压力较大，国货品牌需迎合年轻消费者的需求进行升级，才能在市场中拥有竞争力。
The new young consumer group of the post-90s and post-00s has become a new force in the consumer market, promoting the change of consumer demand. The young consumer group has become the main consumer of Chinese goods. The demand for Chinese goods in various industries is characterized by regional differences. More and more consumers are willing to pay for Chinese goods. The survey data shows that Young people have become the main consumer force in the domestic market, with over 60% of consumers concentrated between the ages of 19 and 35. "Rational motivation" has become one of the main shopping directions for young people..
iiMedia Research analysts believe that the brand competition pressure in the young consumer market is high, and domestic brands need to upgrade to meet the needs of young consumers in order to have competitiveness in the market.

艾媒咨询｜2022-2023年中国汉服产业现状及消费行为数据研究报告

中国汉服市场快速发展，2022年市场规模预计达125.4亿元，2025年有望达到191.1亿元，同比增长13.2%。未来汉服市场仍有较大的上行空间。艾媒咨询（iiMedia Research）调研数据显示，近七成的消费者购买汉服的渠道为淘宝、闲鱼等线上购物平台，49.8%的消费者从线下汉服实体店购买汉服。

艾媒咨询 | 2022-2023年中国家居产业消费趋势监测及案例分析报告

在全球疫情蔓延的态势下，家居产业国际供应链也收到一定阻碍。中国由于率先稳定疫情态势，中国家居行业凭借自身齐全的产业链体系而补足了国际家居产业供应缺口，中国家居产业迎来发展机遇。当前，消费升级加速了行业洗牌，不少头部企业也在调整战略布局，在定制家居、智能家居以及互联网家装等赛道蓄势待发，未来的行业格局或将被重新塑造。

艾媒咨询|2021年中国宠物经济产业研究报告

本报告研究涉及企业/品牌/案例：朝云集团，汉欧生物科技，麦富迪

在当前的新消费模式下，宠物经济呈现新的特点。一是线上线下双发展，约九成消费者在线下进行宠物消费，同时也有超过八成消费者在线上进行宠物消费;二是国货品牌更受青睐，三是资本入驻，宠物品牌积极开拓竞争力，寻找可持续发展空间。这一时期如朝云集团、汉欧生物发展思路良好，脱颖而出。
Under the current new consumption model, the pet economy presents new characteristics. The first is the dual development of online and offline. About 90% of consumers consume pets offline, and more than 80% of consumers consume pets online; second, domestic brands are more popular; third, capital is settled, and pet brands are actively developing their competitiveness , Looking for sustainable development space. During this period, Zhaoyun Group and Hanou Biology had good development ideas and stood out.

艾媒咨询|2021中国汉服产业现状及消费行为数据研究报告

本报告研究涉及企业/品牌/案例：汉尚华莲，重回汉唐

数据显示，受疫情影响2020年中国汉服市场销售规模增速放缓，为63.6亿元，在政府大力弘扬传统文化、资本入场和汉服认可度提高等助推下，预计2021年中国汉服销售规模将突破100亿元。从供给侧数据来看，中国目前有超过3000家汉服企业，浙江、广东等地区淘宝汉服商家集聚效应显著，而西安、成都和杭州等城市汉服门店数量较多。在消费端调研数据来看，2021年近5成汉服消费者拥有2-4套汉服，以微博、抖音等为代表的社交媒体为近6成消费者接触汉服资讯的途径，成为推动汉服走向大众化的重要途径。总体而言，2021年中国汉服产业发展将面对传承缺失、盗版盛行和西方文化冲击等挑战，在传统文化热、消费升级等机遇下“汉服热”将持续升温，向更加大众化的品类发展。
According to the data, affected by the epidemic, the growth rate of sales scale of Chinese Hanfu market will slow down to 6.36 billion yuan in 2020. With the help of the government's efforts to promote traditional culture, capital admission and Hanfu recognition, the sales scale of Chinese Hanfu is expected to exceed 10 billion yuan in 2021. From the supply side data, there are more than 3000 Hanfu enterprises in China. Taobao Hanfu merchants in Zhejiang and Guangdong have a significant agglomeration effect, while there are more Hanfu stores in Xi'an, Chengdu and Hangzhou. In the consumer side, tiktok data show that nearly 5 of the 2021 Han Chinese consumers had 2-4 suits, and nearly 6 of them were social media represented by micro-blog and jitter. In general, the development of Chinese Hanfu industry in 2021 will face challenges such as the lack of inheritance, the prevalence of piracy and the impact of western culture. Under the opportunities of traditional culture fever and consumption upgrading, the "Hanfu fever" will continue to heat up and develop to a more popular category.

艾媒咨询|2021年中国家居产业链研究及标杆企业案例分析报告

本报告研究涉及企业/品牌/案例：宜家，欧派家居，尚品宅配，金螳螂

国内二手房与存量房将推动家居产业链和消费市场发生结构性变化。同时，国外疫情加速中国家居产品出口， 2020年中国家具及零件出口总额为4038.6亿元，同比增长11.8%。预计2021年经济复苏之下，中国家居市场未来将保持增长趋势。从产业链各环节来看，以宜家、美凯龙、富森美为代表的家居连锁企业毛利率最高，在50-70%之间。其次是中游环节，定制家居毛利都高于30%，如定制家居龙头欧派家居、志邦家居、索菲亚等企业财务业绩突出，毛利在35-40%之间。此外，随着物联网、人工智能、先进生产技术、新型环保材料等相关产业的快速发展，智能家居前景可期。总体而言，疫情给中国家居产品出口带来良机，同时，随着家居行业不断进化，定制家居和智能家居将成为家居行业新的经济增长点。
Domestic second-hand housing and stock housing will promote structural changes in the household industry chain and consumer market. At the same time, the foreign epidemic accelerated the export of China's household products. In 2020, the total export of China's furniture and parts was 403.86 billion yuan, up 11.8% year on year. It is estimated that under the economic recovery in 2021, China's home furnishing market will maintain a growth trend in the future. From the perspective of each link of the industrial chain, IKEA, Macalline and Fusenmei are the representatives of the household chain enterprises with the highest gross profit rate, between 50-70%. Secondly, in the middle reaches, the gross profit of customized home is higher than 30%. For example, the financial performance of enterprises such as oupai home, Zhibang home and Sofia is outstanding, and the gross profit is between 35-40%. In addition, with the rapid development of Internet of things, artificial intelligence, advanced production technology, new environmental protection materials and other related industries, smart home has a bright future. In general, the epidemic situation has brought good opportunities for China's home products export. At the same time, with the continuous evolution of the home industry, customized home and smart home will become new economic growth points of the home industry.

艾媒咨询|2021年1-2月中国母婴行业月度运行数据监测报告

本报告研究涉及企业/品牌/案例：美赞臣，飞鹤雀巢，美素佳儿，惠氏，雅培，金冠，伊利，巴拉巴拉，爱帝宫，好孩子，南极人，澳元有机

2021年1月，婴儿用抑菌霜造成“大头娃娃”事件刷爆网络，事件背后是网民及家长们对母婴产品质量的担忧。数据显示，消费者在选购母婴产品、选择母婴服务时首先考虑的都是品质要素。具体而言，63.8%的消费者购买母婴产品时最先考虑产品品质;66.0%的消费者选择母婴服务时，最先考虑服务平台阿姨的综合技能等服务质量要素。艾媒咨询分析师认为，随着年轻一代消费观念及消费品质发生了明显变化，以及对产品和服务品质重视，企业在推出母婴产品及相关服务时，需要特别注意及警惕品质问题。
In January 2021, the "big head baby" incident caused by antibacterial cream for babies exploded on the Internet. Behind the incident were the concerns of netizens and parents about the quality of mother and baby products. The data shows that when consumers choose maternal and infant products and services, the first consideration is quality. Specifically, 63.8% of consumers first consider product quality when they buy maternal and child products; 66.0% of consumers first consider service quality factors such as comprehensive skills of service platform aunts when they choose maternal and child services. AI media consulting analysts believe that with the obvious changes in the consumption concept and consumption quality of the younger generation, and the emphasis on the quality of products and services, enterprises need to pay special attention to and be alert to the quality problems when launching mother and child products and related services.

艾媒咨询|2020-2021年中国国潮经济发展专题研究报告

本报告研究涉及企业/品牌/案例：拼多多,华为,汉尚华莲

目前在快递业和电商平台服务业持续发展的推动下，中国社会消费品零售总额和出口总额逐年呈现上升趋势。2020年受疫情影响下，中国社会消费品零售总额为39.2万亿元，比上年下降3.9%，出口净额为15.0万亿元。随着制造业结构持续升级，工业生产配套链不断完善，进一步发挥国内市场优势同时扩大内需，国潮商品质量也得到提升。国粹作为国潮文化的典型发展领域，而汉服领域是传统国粹结合潮流元素发展的典型代表，iiMedia Research（艾媒咨询）数据显示，中国汉服爱好者数量规模和市场规模快速增长，预测2021年汉服爱好者数量规模预计达689.4万人，市场销售规模将达到101.6亿元。调研数据显示，28.3%的消费者非常信任目前国产制造的商品质量，54.1%的消费者表示比较信任；同时，各电商平台通过大量消费补贴，让消费者用更实惠的价格体验新国牌商品，助力国潮经济发展。

In recent years, driven by the sustainable development of domestic delivery industry and e-commerce platform, total retail sales and exports of consumer goods in China are increasing year by year. In 2020, affected by the epidemic, total retail sales of China will reach 39.2 trillion yuan, has decreased by 3.9% over the previous year, and its net exports will reach 15.0 trillion yuan. With the continuous upgrading of the manufacturing structure, the continuous improvement of the industrial production chain, the further development of the domestic market advantages and the expansion of domestic demand, the quality of China-Chic goods has also been improved. Chinese quintessence culture is a typical development field of China-Chic culture, while Hanfu is a typical representative of traditional quintessence culture combined with trend elements. As the data of iiMedia Research showed, the number and market scale of Hanfu fans in China are growing rapidly. It is predicted that the number and scale of Hanfu lovers in 2021 will reach 6.89 million, and the market sales scale will reach 10.16 billion yuan. According to the survey data, 28.3% of interviewed consumers have great confidence in the quality of domestic products, and 54.1% of them have little confidence in the quality. At the same time, through the large consumer subsidies provided by e-commerce platforms, it allows the consumers to experience the new Chinese brand products at better prices, which helps the development of China-Chic economy.

艾媒咨询|2020H1中国互联网家装行业研究报告

疫情给家居建材市场的线下复工带来了一定的短期冲击，反向助力家装消费用户向线上迁移，也成为传统家装企业向线上转型升级的加速器。互联网模式成为装修市场新进入者的首选，iiMedia Research(艾媒咨询)数据显示，2020Q1中国新增互联网装修企业同比增长率达18.8%，家居家装行业的刚需属性以及广阔的发展空间让其成为各资本热衷的市场。艾媒咨询分析师认为，电商巨头以及新进入者的不断涌入，会为家装市场带来更多新技术、新模式、新业态，行业发展迎来新契机的同时也将面临更大的挑战。

The epidemic has brought a certain short-term impact on the offline resumption of the home building materials market, which has reversed the promotion of home improvement consumer users to migrate online, and has also become an accelerator for traditional home improvement companies to transform and upgrade online. The Internet model has become the first choice for new entrants in the decoration market. According to the data of iiMedia Research， the growth rate of new Internet decoration companies in China in 2020Q1 is 18.8% year-on-year. The just-needed attributes of the home furnishing industry and the broad development space make it a market that all capitals are keen on. iiMedia consulting analysts believe that the continuous influx of e-commerce giants and new entrants will bring more new technologies, new models and new formats to the home improvement market. While the industry development ushers in new opportunities and will also face greater challenges.