Core Insights - The home furnishing industry is undergoing significant transformation, shifting from a focus on basic functionality to personalized, quality, and scenario-based demands, with an accelerated integration of online and offline channels [1][2] - The industry faces challenges such as high consumer complaints regarding product homogeneity and inadequate scenario adaptability, with 38% of consumers expressing dissatisfaction [2] - The concept of "omni-channel marketing" has evolved from an optional strategy to a necessity, reshaping the commercial elements of "people, goods, and places" in the home furnishing sector [2][3] Industry Trends - By 2025, the scale of China's home furnishing industry is projected to exceed 5 trillion yuan, indicating substantial market growth [2] - The integration of artificial intelligence (AI) technology is essential for home furnishing companies to achieve precise positioning and differentiated competition [1][2] - The standardization of products is seen as a way to enhance competitiveness and reduce marginal costs, thereby consolidating the advantages of leading enterprises [1] Market Dynamics - The Douyin e-commerce platform has played a crucial role in the omni-channel reconstruction, with a 99% increase in new furniture products and a 64% increase in active products in the first half of 2025 compared to the same period in 2024 [3] - The payment GMV for Douyin's furniture sector grew by 57% year-on-year in the first half of 2025, while the settlement GMV increased by 48% [3] - The collaboration between policy support, media, think tanks, and enterprises is fostering a multi-faceted development trend in the home furnishing industry [3]
重构发展格局 多主体联动赋能家居行业升级
Bei Jing Shang Bao·2025-09-25 16:53