The home industry has undergone stable increase, reaching market size of CNY 2,300 billion in 2018 with an average compound annual growth rate of 7%. These numbers are expected to reach CNY 4,500 billion and 3.25% CAGR by 2019, signaling the stabilization of the market structure.
Low customer loyalty;
Paying higher attention to word-of-mouth;
Focus on instant benefits and personalized experiences
Significant differentiation. Post-80s prefer to visit home stores, paying more attention to environmental friendliness and cost effectives. Post-90s prefer online purchases with more focus on designs, personalization, brands and celebrity endorsements.