Core Insights - The home textile market is entering a traditional peak season, driven by the "light renovation" trend associated with existing housing transactions, as new home sales slow down and the second-hand housing market becomes dominant [1][4] Group 1: Market Dynamics - In the first half of 2025, new residential sales area decreased by 3.5% year-on-year, while the second-hand housing market maintained activity with an estimated transaction area increase of 4% [1] - The proportion of second-hand housing transactions in key cities rose from 38% in 2020 to 66% in the first half of this year, with some second-tier cities exceeding 70% [1][3] Group 2: Policy Impact - The comprehensive promotion of the "mortgage transfer" policy has significantly reduced the traditional transaction cycle for second-hand homes from one month to 3-7 working days, enhancing transaction efficiency [3] - Urban renewal policies are expected to create substantial demand, with over 60,000 urban renewal projects planned for 2024, potentially driving consumption in home textiles and related products [3][4] Group 3: Consumer Behavior - Over 90% of second-hand home buyers in Beijing express a need for new renovations after purchase, with high replacement rates for curtains, bedding, and sofas due to various factors [3][5] - The primary driver for updates in home textiles is aesthetic differences, particularly among younger buyers aged 20-40, who prioritize personalized home styles [6][9] Group 4: Product Trends - The demand for home textiles is shifting from durable goods to scenario-based iterative products, with a focus on enhancing living quality through soft furnishings [5][9] - The replacement cycle for curtains has shortened from 5-8 years to 2-3 years, while sofa covers are now often replaced every 1-2 years, reflecting changing health awareness and aesthetic preferences [9][10] Group 5: Business Strategies - Home textile companies are adapting by focusing on sustainable and eco-friendly products, with a significant percentage of young consumers prioritizing green products [10][12] - Customization services are becoming more prevalent, catering to diverse housing types and specific consumer needs [10][12] - Companies are increasingly establishing community-based service channels to enhance customer engagement and service efficiency [12][13] Group 6: Long-term Outlook - The ongoing urban renewal process will continue to release renovation demands, presenting long-term opportunities for home textile companies to build capabilities aligned with the "renewal era" [15]
软装家纺鏖战“存量时代”：旧改这波红利怎么分
3 6 Ke·2025-08-22 02:32