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A hot market phenomenon is that many home furnishing brands are anchoring the needs of young consumer groups, taking the trend product route on the basis of consolidating quality, and striving to win the favor of hundreds of millions of young buyers.
Even the traditional flooring industry is telling new stories and making friends with young consumers. In terms of specific measures, at least three paths have been formed:
First, launch an independent brand for the post-90s and Generation Z young consumer groups to create a new image of youth.
Second, starting from the design aesthetics and functional preferences of young buyers, we will launch product series for young people.
Third, identify places where young users are active and use targeted marketing strategies to exert influence, such as hiring celebrities that young people like, operating Xiaohongshu and short videos, etc.
The above deployment has set off a splash in the market, and successful cases have surfaced, especially Shiyou Flooring's practice of deeply influencing young customers with a matrix of young products such as the light coffee straight grain series, which has become a representative case in the flooring industry.
Telling new stories with products, linking young consumers with products, and leading the trend of consumption with products are helping Shiyou broaden a new round of growth space.
Uncover the consumption characteristics of young people
In the current context of the home furnishing industry, young consumer groups include the post-90s and Z generation, of which the post-90s group is close to 400 million. Most of them have entered the stage of home purchase and become the main force of household consumption.
According to data from the Shell Research Institute, among buyers in key cities across the country, the proportion of post-90s has increased year by year, from 23.8% in 2018 to 39.7% in 2022, becoming the main force in the home improvement and home furnishing market.
In the "2023 Home Decoration Consumer Quality Report" released by the agency, there is a set of data that among consumers with home decoration experience in the past year, nearly half of the respondents aged 30-39 accounted for it, and the customer group within 40 years old accounted for 71.6%, which shows that the post-80s and post-90s have become the main force.
As a group of people born from 1995 to 2009, Generation Z is also very large, of which the group born before 2000 is entering the household consumption echelon, and it is the main force in the next decade.
For any home building materials company, winning the recognition of 400 million users means getting tickets for a broad market, and laying the cornerstone for winning future competition.
It is worth noting that the consumer groups mainly of the post-90s and generation Z have distinctive characteristics that distinguish them from the new middle class and other groups in their consumption habits, aesthetics, preferences and judgments on home products.
The general consensus is that these 400 million consumer groups belong to the network natives, enjoy the composite dividends such as globalization, Internetization, and great improvement of household income, and have strong consumption willingness and purchasing power, broad vision, and pay attention to the satisfaction of personalized needs.
In particular, Internet consumption is more common. The post-90s and Generation Z are more dependent on the Internet than the post-80s, and QuestMobile's survey believes that the post-90s spend more than 10,000 minutes online every month.
The penetration rate of e-commerce channels in the post-90s group is also very high, for example, the "2022 New National Trend Consumption Report" released by Pinduoduo shows that the post-90s generation accounts for more than 31% of the e-commerce users of new domestic products.
As early as 2021, the post-90s and post-00s consumers accounted for more than 45% of Tmall Double 11 consumers. According to JD.com's "2022 Import Consumption Trend Report", in the online import consumer market, users aged 26-35 account for nearly half of the total.
In addition, quality upgrades, preference for sociability, willingness to pay for interests, like intelligent products, and strong interest in appearance are all characteristics of young buyers.
The report "Young People's Consumption Observation - Home Decoration" released by the research agency Crowray in early 2023 mentioned that the post-95s and post-00s people consider the appearance and economy of products more, while the post-80s, post-85s and post-90s pay more attention to the practical quality and praise of products. Post-95s have a large demand for home social spaces such as large space kitchens and bars; Post-90s generation prefers to set up gyms, outdoor terraces, study rooms and other recreational spaces at home; Post-80s, post-85s and other families have significant demand for children's rooms and workplaces.
The requirements for quality are still very high, and Roland Berger, together with the Consumer Market Big Data Laboratory of Fudan University and the Guanghua Research Institute, jointly released "Rebuilding Confidence, Focusing on the Future, How Can Brands Embrace Young Consumption Power?" The white paper shows that the younger generation is willing to pay for quality, experience, aesthetics, and values. Higher requirements for raw materials, processes and functionality of products.
DT Finance and Meituan Takeaway have launched a survey on contemporary youth consumption, and among the most important purchasing decisions, more than 70% of respondents choose "quality".
Moreover, the pursuit of convenient life is very obvious in young people, such as meeting travel needs through various apps; Takeaway, pre-made dishes, etc. are mainly supported by the post-90s generation.
This change in consumption is also reflected in the home furnishing field, such as the one-stop matching model and the whole process service to win the favor of more young people.
How does Shiyou flooring attract young consumers?
To make friends with young consumers and seize the market of hundreds of millions of young people, we must not only create products according to the needs and aesthetics of young people, ensure that they stay ahead in terms of quality, raw materials, functions, aesthetics and other key points, but also use creative, entertainment and fashion marketing activities to make brands cooler, steal the attention of young people, and inspire emotional resonance.
So, how did Shiyou Floor successfully impress them?
Early attention to young groups has created the possibility for Shiyou flooring to seize the opportunity.
In an interview with NetEase Home in 2019, Ni Yuezhong, president of Shiyou Flooring, said that Shiyou pays great attention to young consumer groups, and has upgraded its brand image and taken the route of rejuvenation. In the product color and pattern have been supplemented, providing light colors, gray and simple and elegant products, the response in the terminal market is enthusiastic.
It is the continuous innovation and rich style of trendy products that have contributed to the close connection between Shiyou flooring and young consumers. Four years ago, Shiyou Flooring launched the "Only Gray" series of new products, with appearance and personality as a breakthrough, bringing fresh experience to the home furnishing market and winning the enthusiasm of young buyers.
In the following time, product iteration with rejuvenation as the main line became the key strategy of Shiyou Flooring to expand the market.
After entering 2023, Shiyou Flooring once again launched a new light coffee straight grain series, which is a kind of straight grain cream style floor launched by Shiyou according to the current home decoration style trend and consumption trend.
Its light coffee concept is based on young people, focusing on the attitude of appearance + simplicity + light life, creating a young lifestyle with a minimalist and comfortable living space, experience and concept, and is becoming a star product in the home furnishing market in 2023.
The characteristics of this product series are full straight lines, cream style, multi-shape, super versatile, full health, and take a cost-effective route, coffee color is subtle, medium warmth, low-key without losing connotation, highly in line with the aesthetic, personality and health needs of the main consumers of the post-90s and post-00s new consumers.
Another highlight is that the combination of coffee color and different color systems creates infinite possibilities, which coincides with the dream, unremitting efforts and persistence of young people to create an infinite future, and achieves emotional resonance.
Specifically, the color system of light coffee straight grain covers milk white, milk yolk, milk coffee, milk gray, etc., and provides paving with various shapes such as herringbone, fish bone, geometry, etc., breaking the limitations of space application and meeting the personalized home decoration needs of young users.
Among them, herringbone spelling creates a high-end sense of minimalist design; The exquisite simplicity of the fishbone puzzle creates a gentle and soft atmosphere and brings a healing experience; Geometric spelling creates a comfortable time when encountered; Warm colors and straight lines visually increase the sense of space and create a spacious and far-reaching visual effect. This paving effect just meets the needs of young people for appearance, healing and relaxation.
According to the "2022 Youth Home Life Trend Insight Report" jointly released by DT Finance and Shell Research Institute, young people have put forward expectations for the ideal home such as diversified functions, convenience, changeability, simple beauty, and healing. Among them, 71.5% hope that home will bring relaxation, 53.6% will bring happiness, and 43.5% will bring healing.
The healing is often to create a warm and healing atmosphere with the help of soft tones, or to create an exclusive interest space according to the customer's hobbies, so that the home becomes a place to relax.
In addition, another highlight of the light coffee straight grain series is the whole house paving, which can realize the paving effect of the same color and multiple shapes, that is, the floor of the same wood, texture and color, presented in different paving methods in different scenes such as living room, dining room, bedroom, study, etc., which not only enhances the harmonious atmosphere of the space, enhances the visual beauty of the whole house, but also brings fun.
This just meets the expectations of young users for high-value homes. Citing the survey of Jingdong Research Institute and Sina Home's "2022 Spring Home Consumption Scene Report", consumers' pursuit of appearance has continued to progress, driving the arrival of the wave of home aesthetics, and the consumption habit of appearance has been formed.
An indispensable key is that the long-term excellent performance in quality has laid the foundation for Shiyou flooring to win the recognition of young consumers.
As a winner of the National Quality Award, Shiyou focuses on the flooring category, focuses on the deepening of the category of "1 meter wide and 1 km deep", and achieves the ultimate in various details, starting from health and environmental protection performance to style decors, durability and easy care, etc., close to the young lifestyle, creating products that meet the needs of mainstream audiences, and implementing strict standards in production, ensuring the quality of each product with green manufacturing, visual management and other measures, and impressing young users with high quality.
In particular, the implementation of the Total Health 2.0 standard starts from the control of harmful substances such as formaldehyde, benzene series, and heavy metals, meets the healthy home consumption demands of young users with high standards, and grasps the opportunities created by the wave of young consumption.
The greater imagination space lies in the fact that the home furnishing market driven by 400 million young consumers has just heated up, and the potential for the future is very huge.
Lay out in advance, and you may get a head start. Whoever can tell a new story and attract the attention of the most young people is likely to win a new round of competition.