2025中国家居新国货品牌指数研究报告发布

Group 1 - The report titled "2025 Sixth Home New National Goods Brand Index (HNBI)" serves as a development barometer for the home goods industry, highlighting the transition of domestic brands from "followers" to "leaders" [1] - The report employs a combination of quantitative and qualitative analysis methods, utilizing big data mining, consumer surveys, and expert interviews to conduct extensive research on the national home goods market [1] - A "Six Forces Radar Model" has been constructed to evaluate leading companies in the home goods sector based on brand growth, technological innovation, design creativity, online influence, consumer satisfaction, and corporate social responsibility [1] Group 2 - The market for home building materials in China is projected to exceed 5 trillion yuan by 2025, with secondary renovations accounting for over 70% of the overall renovation market [2] - The new middle-class demographic is expected to surpass 600 million, with their consumption decisions reflecting a threefold upgrade in quality, experience, and cultural recognition [2] - The digital transformation of the industry is accelerating, with over 60% penetration of Industry 4.0 technologies among large enterprises, and flexible production and C2M models likely becoming industry standards [2] Group 3 - Consumer demand is shifting from functional consumption to quality and emotional consumption, with 82.9% of consumers trusting new national goods brands and 94.1% recognizing their innovation capabilities [3] - The Z generation is becoming the main consumer force, seeking emotional expression and personalized reconstruction in home spaces, prompting brands to shift from price competition to value competition [3] - Short video and e-commerce platforms are emerging as key channels for consumer recognition, reflecting a trend towards omnichannel integration in home goods consumption [3] Group 4 - Over 90% of consumers believe that new national goods brands can meet their needs, with a strong preference for domestic brands despite the competitive presence of international brands in the high-end sector [4] - More than 40% of consumers have increased their spending on new national goods, with a repurchase rate of 98.1% and 92.9% acknowledging improvements in brand innovation and quality [4] - Leading brands such as Huawei, Casarte, Midea, and others have gained significant market recognition for their innovative product designs and marketing strategies, earning accolades such as "2025 Leading Brands of Home New National Goods" [4]