Recently, Baidu Marketing Research Institute and Baidu Direct Marketing Research jointly released the 2021 Baidu Home Furnishing Industry Insights report. This is a data report focusing on the home furnishing industry again following the 2020 Home Furnishing Industry Insight Report.

Last year, based on its big search data, Baidu' s report pointed out the three major consumer trends of home users. This year, it started with industry-driven observations and conducted a more detailed analysis. The report pointed out that the refurbishment demand brought about by the stock housing market and the increase in penetration rate of hardcovered houses are a continuous source of increments for the home furniture industry. First-tier and new first-tier cities have entered the era of stock, and third- and fourth-tier cities belong to the incremental market.

According to the comprehensive data from the National Bureau of Statistics and the financial reports of listed companies, the total retail sales of furniture in our country in 2020 is 159.8 billion yuan, a year-on-year decrease of 7%, while finished furniture and whole-house customization are inversely in the revenue data of listed companies. Considering that 2020, especially the first quarter, will be affected by the epidemic, the report is optimistic about the overall trend of 2021.

From the consumer perspective, the report shows that the post-80s to post-95s are the main purchasers, and more than 80% are married users. The decision-making of whole-house customization and household products mainly depends on women. From the point of view of key decision-making points, Shandong, Hebei and other northern regions have become blue ocean areas for brand building. Their brand awareness in living furniture, whole-house customization and household products is not high, which is a good way to seize the first mind of users' brands opportunity.

Specifically in these three aspects, consumers pay much attention to the content construction and brand reputation of living furniture, the head brand is large and comprehensive, and the waist brand is small and beautiful. In the field of whole-house customization, brand diagnosis is the top priority of consumers, and key contents such as material and price are also very concerned. In terms of household goods, it reflects trends such as consumption upgrades and exquisiteism, and quality and appearance are indispensable.