Investment Rating - The report positions the Home & Lifestyle Luxury sector in China as a transformative opportunity, indicating a positive investment outlook for this category. Core Insights - The evolution of luxury is shifting from status symbols to enhancing daily life, with consumers prioritizing comfort, aesthetics, and emotional connection over traditional craftsmanship and heritage [11][12][34]. - The pandemic has accelerated the desire for homes to become sanctuaries, leading to increased investment in home design and luxury furnishings [31][34]. - China's digital ecosystem provides a unique advantage for luxury brands to build awareness and reach consumers effectively, with over 50% of luxury transactions occurring online [76][77]. Summary by Sections Home Luxury: The Next Wave - The report highlights the transition of luxury consumption in China from logo-driven items to home and lifestyle luxury, reflecting a significant change in consumer values [19][27]. - Home Luxury is identified as the next natural evolution of luxury, driven by a more mature consumer base seeking emotional resonance and personal expression [11][35]. China's Home Luxury Landscape & Consumer Insights - The home décor market in China is projected to reach approximately US$20.23 billion in 2023, with a CAGR of 9.26% from 2023 to 2027 [32]. - Affluent consumers are increasingly prioritizing home aesthetics and quality of living, with over 70% indicating a shift from public display to private comfort [33]. - Categories such as luxury home fragrances and designer furniture are experiencing double-digit growth, confirming that Home Luxury is a fundamental change in wealth expression [34]. Emerging Consumer Trends - The report identifies five emerging consumer segments driving the luxury market: Elegant Homemakers, Urban Chic Aestheticians, Affluent Gen Z, Niche Collectors, and Luxury Enthusiasts [149][155]. - Younger consumers, particularly those aged 25-29, are investing in their first luxury home pieces, while high-net-worth families view home décor as part of asset allocation [92][96]. - The demand for premium home products is rising, with consumers willing to pay more for comfort and style, indicating a shift towards emotional and experiential luxury [102][142]. Moving Forward: Challenges & Solutions - The report acknowledges challenges such as logistics and perception shifts but emphasizes that aligning with consumer desires can overcome these barriers [13]. - It encourages brands to co-create and experiment within the Home Luxury space, inviting collaboration to drive the sector forward [14][66]. Conclusion - Home Luxury is positioned as a lasting trend, with significant growth potential as consumer preferences continue to evolve towards lifestyle-oriented luxury [5][12].

今天分享的是：新的奢华浪潮-家居与生活方式-从宣言到生活体验重新定义奢华（英文） 1. 1990-2005年：经济高速增长驱动"身份驱动消费"，消费者追求带有明显品牌LOGO的产品，将奢侈品视为财富与成功的社交 符号。 2. 2005-2015年：中产崛起与社交媒体影响下，奢侈品成为"自我表达与社会声望"的载体，消费者注重稀缺性体验以彰显成就。 3. 2015-2020年：消费心态成熟，转向"精致化与选择性消费"，更关注产品品质、工艺与自我满足，LOGO化产品需求下降。 4. 2020年至今：疫情加速"家居与生活方式奢侈化"，消费者将家视为"自我身份的画布"，投资重心转向家居设计、艺术品与沉 浸式体验，奢侈品定义从"穿戴什么"转向"如何生活"。 二、市场增长的三大动力：政策、数字与消费升级 1. 政策驱动家居投资：政府通过降低首付比例（首套15%、二套25%）、调整房贷利率、"以旧换新"补贴等政策刺激楼市，2024 年一线城市商品房交易量同比显著增长，带动家具零售上半年增长6.8%。 报告共计：41页 中国家居奢侈品市场：从身份象征到生活方式的革新 中国奢侈品市场正经历结构性转变，家居与生活方式领域成为最具增 ...

今天分享的是：天猫奢品× New Life家居奢品白皮书 报告共计：41页 - 品牌应对策略：品牌需针对不同消费群体制定差异化策略，推出符合其需求的产品。利用数字化营销手段，精准触达目标客 户。同时，注重产品设计创新，平衡产品的情感价值与功能属性，以在竞争激烈的市场中占据优势，推动家居奢侈品行业的持 续发展。 以下为报告节选内容 Tmall Luxury × New Life Group The New Wave of Luxury: Home & Lifestyle 《天猫奢品×New Life家居奢品白皮书》聚焦中国家居奢侈品市场，深入剖析其发展趋势、市场格局、消费者洞察等关键内容， 展现出该市场的巨大潜力与活力。 - 行业趋势：中国奢侈品市场历经多次变革，如今家居奢侈品成为新的发展方向。疫情促使消费者更加关注家居环境的舒适、美 观与情感体验，推动了家居奢侈品市场的增长。2023 - 2027年，中国家居装饰市场预计年复合增长率达9.26%，奢侈品家具市场 2024 - 2032年预计年复合增长率为4.8%，标志着家居奢侈品市场的崛起是大势所趋。 - 市场机遇：中国在全球奢侈品消费中占据主导地位，高净值家 ...