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双11家居消费升级热潮再掀

福禄装修家居
2025-11-24 09:58

Home Consumption Surge: Insights from the Recent Double 11 Festival Home Consumption Surge: Insights from the Recent Double 11 Festival

Recently, the "Double 11" shopping festival has come to an end, and data from major e-commerce platforms shows that home consumption is still maintaining a strong growth momentum, with continuous growth in consumer demand and a vast market space.

Media reports indicate that during the first period of the天猫 sale, the home improvement category saw a double-digit year-on-year increase in sales, marking the highest opening red growth rate in the home industry in nearly three years. Brands such as Yuan Shi Mu Yu, Lin Shi Jia Ju, Ji Mu, Xi Lin Men, Quan You, and more have all exceeded 100 million yuan in sales. Brands like Pashaman, Yong Yi, Lu Ke, and over 4,000 others have doubled their sales.

Amidst a relatively cool overall consumer market, the home industry has sparked a new wave of enthusiasm, reflecting new changes and trends in home consumption.

In recent years, the consumption structure of "home scenarios" has shifted from new house whole-package to upgrading and renewing existing homes. Young consumers' pursuit of smart, self-indulgent, and quality lifestyles has driven the innovation and upgrade of traditional categories, becoming new growth points for home and appliance brands. At the same time, the combined effect of national subsidies and the "Double 11" festival has stimulated consumer vitality, driving the high growth of core categories supported by national subsidies.

A survey shows that today's consumers are no longer limited to "cost-performance." Nearly half of the users choose the "one-step solution" model, while 25% choose the "priority top configuration" standard. More consumers recognize the long-term value of high-end home appliances and home electronics, with over 60% of users believing that high-end large appliances are related to the comfort and happiness of daily life, and are willing to invest in superior performance, design, and experience.

It is evident that the new growth of the home industry is not due to its essential nature but rather relies on product iteration and service upgrades. Today's home consumers are shifting from "meeting essential needs" to "pursuing experience."

With the change in consumer habits, online channels are gradually becoming the main battlefield for the home industry. Due to the large, non-standard, and fragile nature of home products, the transaction chain is long, and the "last mile" delivery and user experience are directly linked. One-stop service solutions are particularly important.

Home appliance companies represented by leading brands such as IKEA, Lin Shi Jia Ju, Yuan Shi Mu Yu, and Ji Mu have all established in-depth cooperation with Wan Shifu, building a one-stop service network covering the whole country. With their strong coverage and high-quality service supply, they ensure efficient delivery and implementation of home products, allowing consumers across the country to enjoy "what you buy, you get immediately."

As the official recommended service platform of IKEA, Wan Shifu has a customer NPS (Net Promoter Score) of 92. As of November 2025, the platform has over 4.4 million service providers, accurately reaching 99.8% of the country's regions, with over 200 million service times, covering nearly half of the families in the country.

Currently, the home market is facing dual opportunities of consumption upgrading and the爆发 of demand for existing housing. For enterprises, it is crucial to innovate products and services based on the consumer perspective and focus on user experience to seize the development opportunity and stand out in the fierce market competition, achieving stable growth.