Since 2019, household consumption traffic has begun to diverge

On the one hand, the demand for new house hard decoration is declining, but on the other hand, the demand for old house renovation and bag check-in has surged, that is, the traditional single channel of home consumption flow has been differentiated, bathroom manufacturers need to do multi-channel layout, the market scale of the bathroom industry is still expanding, and the bathroom brand manufacturers can also have a variety of channels to continue to grow bigger and stronger.

This is also why ceramic tiles, cabinets, whole house customization and other category brands, in the past few years, have also entered the custom bathroom industry, scrambling to cross-border, cross-category to do bathroom products, all hope to get a share of the market segmentation from the bathroom industry.

Stratification of household consumption

Since the reform and opening up, with the rapid development of China's economy and the steady improvement of the national income level, the trend of household consumption stratification is becoming more and more obvious.

In the era of consumer stratification, consumers are more willing to believe in the word of mouth in the community, rather than just looking at the promotion of home furnishing brands, therefore, circle consumption has also given non-head brand manufacturers more opportunities and challenges, and it is easy to form a word-of-mouth effect if they do a good job, so that home furnishing brand manufacturers can reap a new round of market dividends.

According to McKinsey's 2020 China Consumer Survey, the number of middle-income people in China currently exceeds 300 million and will continue to rise, and is expected to exceed 500 million by 2025, covering more than half of China's urban population. The new middle-class consumer group pays more attention to personal experience and subjective feelings, and is willing to pay for high-quality home furnishing products with personality, characteristics and creativity.

This is also why in recent years, marble tiles, ceramic slabs are extremely popular, continue to be loved and sought after by consumers and designers, as well as the minimalist and minimalist light luxury style of customized bathrooms and finished bathrooms, one door to the top of the process and other high-end custom home furnishing brands and products.

At the same time, the development of the mobile Internet has also made it easier for home improvement consumers to collect a large number of home improvement information, brand and product information, continuously improve the aesthetic level of home decoration, and learn to buy more satisfactory home products and solutions.