Core Insights - The luxury market in China is undergoing a structural transformation, with home and lifestyle becoming key growth areas as consumers shift their definition of luxury from external status symbols to internal living experiences [1][4]. Group 1: Evolution of Consumer Mindset - The luxury consumption in China has evolved through four key phases over the past 30 years, transitioning from status-driven consumption (1990-2005) to lifestyle-oriented luxury (2020-present) [2][4]. - The current phase emphasizes home as a canvas for identity, with consumers investing in home design and experiential luxury [4][24]. Group 2: Market Growth Drivers - Government policies are stimulating the housing market, leading to a significant increase in furniture retail sales, which grew by 6.8% in the first half of the year [5]. - The digital ecosystem in China supports luxury brands, with over 50% online penetration and a 20% growth in online sales of luxury home goods in 2023 [5]. - The number of high-net-worth households has reached 2.06 million, with younger consumers in lower-tier cities showing a strong demand for luxury home products [5]. Group 3: Product Innovation and Consumer Segmentation - High-growth categories include lighting, which saw over 300% growth in 2023, and luxury tableware and fragrances, which grew by 13% and 5% respectively [6]. - Core consumer segments include luxury enthusiasts aged 40-60, urban women aged 30-45, and Gen Z consumers aged 18-29, each with distinct preferences for home luxury [7][9]. Group 4: Future Trends - The competition in the home luxury market is increasingly centered around emotional value, with consumers seeking homes that serve as sanctuaries [10]. - Brands are encouraged to innovate through modular design, smart technology, and cultural storytelling to create a "growing lifestyle ecosystem" [10][24]. - The luxury home market is projected to grow significantly, with the home décor market expected to reach $20.23 billion by 2023, growing at a CAGR of 9.26% from 2023 to 2027 [45].