Core Insights - The article highlights a significant shift in the consumption patterns of young people, particularly in how they define and invest in their living spaces, moving from traditional utility to a more personalized and emotionally fulfilling approach to home life [4][16][22] Group 1: Changing Consumer Behavior - Young consumers are increasingly prioritizing home upgrades that reflect their personal lifestyles, such as fitness and work-from-home setups, rather than traditional items like shoes or skincare products [3][16] - The sales data from the Double Eleven shopping festival indicates that home appliances and furniture accounted for over 22% of total sales, marking a notable trend in consumer preferences [4][10] - The concept of "space investment" is emerging, where consumers are not just buying individual items but are focused on creating a cohesive living environment that meets their specific needs [9][19] Group 2: Market Dynamics - The market for home-related products is experiencing a transformation, with new brands gaining traction by offering lifestyle solutions rather than just products, indicating a shift in brand strategies [11][20] - Data from Tmall shows that 302 new brands achieved top category sales during the Double Eleven event, particularly in home appliances and furnishings, suggesting a robust market for innovative home solutions [10][20] - The rise of "scene-based consumption" is becoming the norm, where consumers are motivated by emotional and experiential factors rather than just functionality [14][19] Group 3: Long-term Trends - The article posits that the current trend in home consumption is not a fleeting phenomenon but rather a long-term shift driven by evolving consumer expectations and brand responses [8][21] - Young consumers are moving away from traditional notions of home as merely a living space to viewing it as a dynamic environment for self-expression and comfort [16][22] - The interplay of demand, supply, and data is creating a feedback loop that supports the ongoing evolution of home consumption, with brands adapting to meet the nuanced needs of younger consumers [20][21]

Core Insights - The article highlights a significant shift in the consumption patterns of young people, particularly in how they define and invest in their living spaces, moving from traditional views of home to a more personalized and multifunctional concept of "self-space" [4][10][22]. Group 1: Changing Consumption Trends - Young consumers are increasingly focused on upgrading their homes with items that enhance their lifestyle, such as yoga mats and ergonomic desks, rather than traditional products like shoes and skincare [3][5]. - Data from the Double Eleven shopping festival indicates that home appliances and furniture accounted for over 22% of total sales, with a notable growth rate of 12.5% in the home appliance sector [7][12]. - The trend reflects a broader shift from single-item purchases to a holistic approach to home improvement, where consumers seek to create flexible living spaces tailored to their individual needs [9][13]. Group 2: Evolving Definitions of Home - The concept of home is evolving from a static living space to a dynamic environment that accommodates fitness, work, relaxation, and self-expression [10][21]. - Young consumers are no longer just purchasing items for their functionality; they are investing in products that align with their lifestyle aspirations and emotional needs [25][27]. - Brands that successfully tap into this trend are focusing on providing lifestyle solutions rather than merely selling products, which has led to a significant rise in new brands gaining market share [14][17]. Group 3: Market Dynamics and Future Outlook - Despite discussions around "consumption downgrade," the data suggests that young consumers are not reducing their spending but are instead redefining their purchasing priorities [12][29]. - The ongoing demand for personalized home solutions is expected to continue, driven by the evolving expectations of Generation Z regarding their living environments [27][28]. - The article concludes that the transformation of home consumption is not a fleeting trend but a long-term narrative that reflects deeper changes in consumer values and lifestyle choices [28][30].