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January 15, tencent data laboratory, tencent household and DCCI jointly issued the 2018 household decoration industry people insight into the white paper "(hereinafter referred to as the" white paper "). White paper on China's household decoration crowd from the user's portrait, catalytic habits, people demand preference for all-round interpretation, to provide household industry brand marketing reference.
"Report essence version"
Household decoration people typically portrait
White paper from age, educational background, family situation, consumption budget four dimensions portrait depicts the typical household decoration crowd: after 80 and 90 account for 84% of household decoration consumer crowd, 45% have bachelor's degree, 48% had formed a family of three to 54% domestic outfit in household consumption budget range between 5-150000.
A generation who grew up under the impregnation of the Internet environment
After 80 and 90 is the generation growing up under the Internet environment, so the home installs people access to the Internet time is generally long, net age in a total of 73% of Internet users in more than 10 years.
Network payment business become essential daily life
To pay to use the Internet business has become an integral part of People's Daily life, the home installs the crowd.
80 after 90 after renovation budget money decorating
As a result of the need of hydropower project and demolition, renovation usually need more than, bridal chamber is decorated budget; Household decoration crowd consumption budget, contrast different ages 80 and 90 after decoration budget is enough, after its consumption budget in 150000 and older than before more than 80 consumers.
Bridal chamber decorates demand maximum change old users prefer whole house customization
In household demand, domestic outfit and soft outfit, furniture appliances purchase, renovation of demand compared to bridal chamber decorates demand more than half of 57%. Analysis of different types of users decorate products demand, renovation users prefer whole house furniture customization.
After 90 love entertainment after 80 more environmentally friendly
Comparing the characteristics of the 80 s and 90 s for home outfit, higher expectation for the entertainment function after 90, after 80 pay more attention to environmental protection; In choosing a whole house furniture customization/ready service aspect, compared with those of 90 after 80 after still pay closer attention to environmental health problems.
The owner that decorates is willing to pay for worry
White paper, according to the owner that decorates is tend to choose whole house furniture customization/ready service and well-known brand of household building materials, to save time and energy in decoration.
Comprehensive electricity become the main shopping platform
The proportion of household decoration consumers choose online shopping than offline, comprehensive electricity shopping platform to become the most popular shopping channel. Consumption habits change drive the change of household decoration brand business model, increase sales through online marketing will become the key.
Network era Mobile terminal to attract the most attention
Analysis of household decoration consumers in all the media attention on the terminal distribution, cell phone become attract consumer attention most terminal equipment.
Large comprehensive Internet enterprise gaining support network new era
Internet media because of its large user base, variety of content presentation and more interactive, won the consumers more favour; One large comprehensive Internet media credibility in advertising media credibility in the first place.
Social networking, video software and life are inseparable
In the use of mobile phone software, social, business, video, news and information application is the most commonly used household decoration crowd four types of mobile phone software; Social networking, video, live three kinds of software occupies most of the time.
Different marketing stages different advertising preferences
As a whole, and in the interest and study period, household decoration crowd to focus more on advertising. In the decision-making phase of the consumer more discounts promotional advertisements; Share issue of consumer more interested in new product listing ads, visible in many consumer after the purchase is still concerned about new arrival information.
Online advertising into obstacles still exist online fusion in dire need of solution
More than half of the home installs the crowd will worry because product quality cannot be guaranteed, and local entities without the brand shop, worry about freight expensive, the emergence of warranty problems such as difficult and give up purchase by online advertising. Online how to perfect fusion remains to be the solution.
Information source: tencent wisdom
2018 Chinese household effect advertising digital marketing summit tencent network media business group household industry group director of ge wang read the white paper
"Report essence version"
Household decoration people typically portrait
White paper from age, educational background, family situation, consumption budget four dimensions portrait depicts the typical household decoration crowd: after 80 and 90 account for 84% of household decoration consumer crowd, 45% have bachelor's degree, 48% had formed a family of three to 54% domestic outfit in household consumption budget range between 5-150000.
A generation who grew up under the impregnation of the Internet environment
After 80 and 90 is the generation growing up under the Internet environment, so the home installs people access to the Internet time is generally long, net age in a total of 73% of Internet users in more than 10 years.
Network payment business become essential daily life
To pay to use the Internet business has become an integral part of People's Daily life, the home installs the crowd.
80 after 90 after renovation budget money decorating
As a result of the need of hydropower project and demolition, renovation usually need more than, bridal chamber is decorated budget; Household decoration crowd consumption budget, contrast different ages 80 and 90 after decoration budget is enough, after its consumption budget in 150000 and older than before more than 80 consumers.
Bridal chamber decorates demand maximum change old users prefer whole house customization
In household demand, domestic outfit and soft outfit, furniture appliances purchase, renovation of demand compared to bridal chamber decorates demand more than half of 57%. Analysis of different types of users decorate products demand, renovation users prefer whole house furniture customization.
After 90 love entertainment after 80 more environmentally friendly
Comparing the characteristics of the 80 s and 90 s for home outfit, higher expectation for the entertainment function after 90, after 80 pay more attention to environmental protection; In choosing a whole house furniture customization/ready service aspect, compared with those of 90 after 80 after still pay closer attention to environmental health problems.
The owner that decorates is willing to pay for worry
White paper, according to the owner that decorates is tend to choose whole house furniture customization/ready service and well-known brand of household building materials, to save time and energy in decoration.
Comprehensive electricity become the main shopping platform
The proportion of household decoration consumers choose online shopping than offline, comprehensive electricity shopping platform to become the most popular shopping channel. Consumption habits change drive the change of household decoration brand business model, increase sales through online marketing will become the key.
Network era Mobile terminal to attract the most attention
Analysis of household decoration consumers in all the media attention on the terminal distribution, cell phone become attract consumer attention most terminal equipment.
Large comprehensive Internet enterprise gaining support network new era
Internet media because of its large user base, variety of content presentation and more interactive, won the consumers more favour; One large comprehensive Internet media credibility in advertising media credibility in the first place.
Social networking, video software and life are inseparable
In the use of mobile phone software, social, business, video, news and information application is the most commonly used household decoration crowd four types of mobile phone software; Social networking, video, live three kinds of software occupies most of the time.
Different marketing stages different advertising preferences
As a whole, and in the interest and study period, household decoration crowd to focus more on advertising. In the decision-making phase of the consumer more discounts promotional advertisements; Share issue of consumer more interested in new product listing ads, visible in many consumer after the purchase is still concerned about new arrival information.
Online advertising into obstacles still exist online fusion in dire need of solution
More than half of the home installs the crowd will worry because product quality cannot be guaranteed, and local entities without the brand shop, worry about freight expensive, the emergence of warranty problems such as difficult and give up purchase by online advertising. Online how to perfect fusion remains to be the solution.
Information source: tencent wisdom
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