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双11家居消费升级，需求新趋势

福禄装修家居
2025-11-24 10:11

Home Consumption Trends: The Impact of 'Double 11' and Consumer Shifts Home Consumption Trends in the Post-'Double 11' Era

Double 11 promotions have recently come to an end, and data from major e-commerce platforms shows that home consumption is still experiencing strong growth, with sustained demand and a vast market space.

Media reports indicate that during the first period of Tmall's sale, the home improvement category saw a double-digit increase in year-on-year sales, marking the highest opening red growth rate for the home industry in nearly three years. Brands such as Yunsay Wood Language, Linshi Home, JiMu, Xilingmen, Quanyou, Pashaman, Yongyi, and LuKe, among others, have all broken the billion yuan mark, with more than 4,000 brands seeing double the sales.

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

In recent years, the consumption structure of "home scenes" has shifted from new house whole-package installation to upgrading and renewing existing homes. Young consumers' pursuit of smart, self-gratifying, and quality lifestyles is driving the innovative upgrading of traditional categories, becoming new growth points for home and appliance brands. At the same time, the combined effect of national subsidies and "Double 11" has激发 consumption vitality, propelling the high growth of core categories receiving national subsidies.

A survey found that today's consumers are no longer limited to "cost-performance". Nearly half of the users opt for the "one-step solution" model, and 1/4 choose the "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 appliances are related to comfort and happiness in 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 needs but is more reliant on product iteration and service upgrades. Today's home consumers' consumption concepts are shifting from "meeting basic needs" to "pursuing experience".

As consumer habits change, online channels are increasingly becoming the main battlefield for the home industry. Due to the large size, non-standard, and fragile nature of home products, long transaction chains, and the direct link between "the last mile" delivery and user experience, one-stop service solutions are particularly important.

Leading home brands such as IKEA, Linshi Home, Yunsay Wood Language, and JiMu are all deepening their cooperation with Wan Shifu to build a one-stop service network covering the entire country. With their strong coverage and high-quality service supply, they ensure the efficient delivery and implementation of home products, allowing consumers across the country to enjoy "buy and get" immediately.

As the official recommended service platform for IKEA, Wan Shifu has an NPS (Net Promoter Score) of 92. By November 2025, the platform has over 4.4 million technicians, accurately reaching 99.8% of regions in the country, with a cumulative service count exceeding 200 million, covering nearly half of Chinese households.

Currently, the home market is facing dual opportunities of consumption upgrading and the outbreak of demand for existing homes. For businesses, to grasp the development opportunity, standing from the consumer's perspective, and continuously innovating products and services based on user experience, is crucial to stand out in the intense market competition and win with stability.