In this satisfaction questionnaire, we especially analyzed the age group of consumers with decoration needs, which part of the decoration costs more, and what space consumers pay more attention to when decorating. The answers to these questions can help home practitioners better predict the future market trend, know the demand of local consumption, and help businesses in the field of decoration and home segmentation to be professional, accurate and efficient.

The post-80s are the main force, and the Post-70s pay more attention to quality

With more and more post-90s entering the marriageable age, this group's demand for home decoration and home purchase is also growing. However, in this survey, it is found that the main force of home decoration is still the post-80s generation. As for the quality of life, the Post-70s have broken the traditional label we used to put on them.

The data show that 244 people aged 31-40, accounting for 32.8%, spend 100000-200000 yuan on decoration; There are 189 people aged 41-50, accounting for 25.4%, but the single expenditure in the field of decoration is between 200000-400000.

Analyzing the above data, the person in charge of digital 100 technology said that from the appearance, the new consumer group represented by the post-90s is becoming the mainstream population in various fields. However, subject to the working years, social accumulation and overall income, the post-90s are still slightly insufficient in terms of commodity consumption and expenditure ability, which is generally lower than that of the post-80s. The Post-70s are changing from "herd consumption" to "personalized consumption". Their multi-point needs such as loving the national style, pleasing their own consumption, interest demand and paying attention to environmental protection are growing explosively. These people have stable income, strong economic ability and high pursuit of quality of life.

In addition, according to the national spending data report released by Xinhuanet, the annual per capita expenditure of the "Post-70s" is 184200 yuan, which is the generation with the highest expenditure among all age groups and the "double high" population with high income and high expenditure.

Therefore, whether it is decoration or purchasing household products, decoration companies and household brands should have targeted positioning. For groups of different ages, products should be adjusted in time, and even special classification should be done. Only by identifying the positioning group of their own products can they stand in the market.

The expenditure on household appliances is the largest, followed by furniture and building materials

Some consumers always complain that their decoration budget is overspent, but they have not really calculated which part of the decoration budget is the most expensive. So, the cost of decoration is more willing to invest in the purchase of which product?

The survey data show that consumers spend the most on home appliances in decoration, accounting for 23.4% of the total; Followed by furniture and building materials, accounting for 21.7% and 19.7% respectively; The investment in accessories purchase is even higher than the design. In fact, the proportion of expenditure on the purchase of household appliances and accessories just reflects the changes in the current real estate market. Since the introduction of the fine decoration policy, the owners of the hardbound house have almost no need to choose their own design and building materials. In addition to furniture, they should improve the quality of life and ensure comfort, and make more efforts in the purchase of soft decoration accessories and household appliances. Therefore, in the home market in recent years, building materials brands are under great pressure in retail.

Industry insiders Mr. Xie said that the cost of household appliances also confirms the improvement of today's consumption level and consumers' pursuit of a better life. Compared with building materials and furniture, home appliances are more trendy, functional and intelligent. It is a good thing that consumers are willing to invest in this aspect, which is more conducive to industrial upgrading. Nowadays, home stores have introduced home appliances in order to completely get rid of the "traditional" label and keep up with the trend. It is also a good way for enterprises to save themselves.

39.8% of the people concerned about kitchen and bathroom decoration

In addition to the decoration investment, the survey also learned that consumers pay more attention to the decoration of which area in the room decoration. It can be seen from the data that kitchen decoration has risen to an important aspect of family decoration, followed by bathroom, living room, dining room and bedroom. The number of people concerned about kitchen decoration reached 156, accounting for 20.9%; The proportion of paying attention to toilets was 18.9%; Attention to the living room and bedroom accounted for 17.7% and 13% respectively. This data change is quite different from the survey results of various home decoration websites in previous years.

Citizen Ms. Yang said that affected by the epidemic, she and the people around her pay more and more attention to health. The kitchen is a place for cooking and must be decorated. Disinfection cabinet, dishwasher, steam oven, garbage processor and water purification system should be equipped to not only liberate women's hands, but also take good care of the health of their families. Mr. Sun believes that the living room is the facade of the home and the embodiment of the quality of house decoration. I like to get together with my friends on weekends, so I require the living room to have a better reception function.

The reporter's survey found that more and more consumers no longer blindly pursue high-end and luxury things, and pay more attention to health products. Especially at home, the kitchen and living room have become witnesses of a warm family. If kitchen and bathroom brands want to break the rules, they must firmly grasp consumer demand.