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]