Editor's Note: As the main force of social consumption, the new middle class has gradually grown and grown stronger, and their consumption concept has an increasingly important influence on the development of Chinese society. From now on, Beijing Business Daily will take the new middle class as the main body of investigation, conduct multi-party investigation and analysis on its consumption patterns, characteristics and preferences, and try to portray the portraits and consumption concepts of the new middle class and give the most appropriate consumption suggestions.

The market size of 4 trillion yuan has made the home furnishing industry a major competition for the past two years. However, the home environment is still the basic needs of consumers, especially for the new middle class who emphasizes the quality of life. . According to the survey results, 79.79% of the new middle class listed environmental protection as the top three factors most important in home improvement. It can be seen that even if the propaganda pattern is dazzling and environmentally friendly, it will not be able to please the new middle class.

In contrast, the price factor relegated to the third place, and the price of the top three factors to be considered in the renovation is only 45.21%, and the low price is declining to the rising consumer group. About 35% of the new middle class will include functions and space utilization in the first three factors that require special attention in home decoration.

In the first eight months of 2016, the volume of second-hand housing in Beijing hit a new high since 2010. The increase in the volume of second-hand housing and the increasing value of current consumers have made more and more home improvement companies aware of second-hand housing renovation. This huge market. According to the survey, after a renovation, 54.78% of the new middle class will be refurbished after 6-10 years, and it will be a big cake for the home furnishing enterprise to seize the secondary decoration market of the new middle class.

Favoring home stores

Which groups of consumers who are willing to purchase their own household items are more interested in the purchase? The survey shows that large chain home stores will be the main destination of this group, 54.5% of respondents said they are listed as their preferred channel for purchasing household items; local building materials market, Tmall and Jingdong and other comprehensive e-commerce platforms , professional home e-commerce platform such as Tuba rabbit, offline experience online orders, brand-line independent stores, etc., accounted for about 10%, equally divided.

Internet home improvement is yet to be cultivated

If you think about the home industry keywords in the past two years, Internet home improvement and customization can definitely rank in the top three, but the survey results show that the popularity of these two models in the new middle class is not as expected. According to a survey conducted by the Beijing Business Daily, the proportion of respondents who choose the Internet home improvement package is only 6.91%. It can be seen that for a traditional industry such as home improvement, it is not so easy to step into the Internet era. Custom furniture accounted for 33.86%, which is somewhat different from the custom-made ones in the furniture exhibition, but it does not mean that the finished furniture will usher in spring, but the new middle-class is more cautious when purchasing furniture, 47.62% It means that the finished furniture and custom furniture will be matched according to different types of furniture characteristics. Considering that customization means higher cost and longer time, it is wise to customize.

Decoration preference DIY

Whether it is to choose solid wood furniture or prefer simple style, it shows the pursuit of individuality by the new middle class. In the process of family decoration, participation in the purchase has given this group a certain self-exhibition space. The data shows that 53.11% of the new middle class is more willing to DIY, half of which is the most popular way of new middle school, 34.92% of respondents said that they are willing to buy on the basis of the home furnishing company to provide sand and other accessories. The main material, 18.52% of the respondents chose to participate in the higher clearance package, from the accessories to the main material to buy their own; however, the gap between DIY and outsourcing is not obvious, 46.89% of the new middle class is more willing to directly Acceptance, of which 19.05% chose to pack all the home improvement work to the offline home improvement company, 16.93% said that they are willing to choose a trusted brand from basic construction to furniture one-stop solution.

Redwood is still a niche

How many pockets does the new middle-class are willing to decorate? According to the survey, low prices have been unable to please this group. A home improvement industry practitioner introduced that in the renovation of 100 square meters of new homes, 30,000-80,000 yuan belong to the low-end decoration, 80,000-100,000 yuan is a mid-range decoration, 100,000-150,000 yuan is a medium-to-high-end, 15 More than 10,000 yuan is a high-end decoration. According to a survey by the Beijing Business Daily, 75.53% of the respondents made a budget of more than 90,000 yuan when renovating a new house of 100 square meters, and even 20.21% of the respondents gave a budget of more than 150,000 yuan.

Responding to the above-mentioned data sets is the preference of the new middle-class furniture for solid wood furniture. 65.61% of the respondents indicated that they prefer solid wood furniture, and the price of the plate furniture with cheaper price but less environmental protection and less texture is 25.4%. In addition, mahogany furniture is still a niche product in the collection industry, with only 7.94% of respondents choosing mahogany furniture.

Willing to design a pocket

The pursuit of beauty is a prominent feature of the new middle class in the home lifestyle. Is there a design fan that becomes the second most important factor in the design of the home after environmental protection? A considerable proportion of the new middle-class is willing to create a sense of beauty. The space is full of pockets. According to the survey, 55.32% of the respondents indicated that the design sense is one of the three factors considered in the decoration process. 82.45% of the new middle class is willing to pay for the design. Among them, 36.17% of the respondents are willing to bear 100-500. The design cost of RMB/square meter, 30.85% is willing to bear the design cost of 500 yuan/square meter or more.

Specific to the style, the simple style is most favored by the new middle-class. The survey results show that the proportion of respondents who like simple and modern style is 37.23%, and the proportion of consumers who choose simple European decoration style is 21.81%, which is close to 60%. %, gradually becoming simpler, has become the mainstream of the new middle-class aesthetic; as a traditional Chinese style, the pattern is complicated and the material decoration style is improved. The proportion of the new Chinese style in the new middle class is gradually expanding to 11.7%, becoming the modern minimalism. The third major decoration style after the simple European style.

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