Post-8090 household consumption growth is gratifying, quality consumption prevails

Pots and pans, bed sheets and quilts... these household items are becoming 'not so familiar.' The big data of JD Home Furnishing daily use shows that the post-80s and post-90s have become the absolute main consumer, their consumption philosophy and consumer demand have been greatly upgraded, especially in the consumption of household daily necessities, they are more 'exquisite' and demand for products The more detailed. Post-80s and post-90s household consumption has increased significantly, and household daily-use products are increasingly demanding. The explosive growth of household daily necessities has a direct relationship with post-80s and post-90s becoming the main consumers-this batch of habit After online consumers gradually become families and start businesses, their consumer demand for online household daily necessities has become stronger, and they have put forward more requirements for products. The data shows that the key brands of home textiles have doubled their growth. At the same time, the richness of products has also increased geometrically. Only the traditional four-piece suit, some like the spinning of cotton knitting yarn, because it is silky and has no burr feeling; there is love Washed cotton, because it is more breathable than pure cotton, after washing, it will be old and lazy and sexy; some require sanding and warm velvet, because it feels thicker and softer in winter... In addition, there are different preferences for quilts, New changes have taken place in traditional cotton quilts, down quilts, silk quilts and wool quilts.　　 At the same time, home textile products are an important part of home soft decorations. Young consumers have their own personalized preferences for design and vision. Some brands have also launched more personalized products through IP cooperation.　　 With the post-80s and post-90s 'walking into the kitchenBrands such as WMF, WOLL, Corning, Chui Dahuang, Lexiang Ceramics and other brands will bring star products with different professional attributes and different materials during the JD Kitchenware Super Category Day, including pressure cookers, non-stick deep frying pans, crystal transparent pans, and cast iron fryers. Kitchenware products with more subdivided functions represented by pots are growing rapidly. 'Small categories' such as storage and tea sets have become a dark horse. The new generation knows how to enjoy life. In addition to the rapid growth of necessities such as kitchenware and home textiles, a new generation of consumers who know more about life also put forward daily necessities such as tea sets, coffee sets, kitchen accessories and storage. Higher requirements, especially the professional functionality brought by some small objects. In 2017, Jingdong storage products increased by more than 60% year-on-year. In addition, the consumption trend of tea sets and purple sand products is prominent. During the 'Double 11' period, the sales of the famous brand host Ruyao tea sets increased by more than 1360% year-on-year. From the perspective of the person in charge of JD Home Furnishings, the new generation of young people have higher consumer demand for 'home'. They have shifted from simple commodity consumption to consumption in life scenes, and they will spend more time making themselves and their families better. To enjoy life with quality, they will learn basic tea ceremony, how to make better coffee instead of instant, and they are willing to spend more time on tidying up and decorating their homes. Quality consumption 'recruiting bees and butterflies': international brands are looking for shortcuts online, national brands are busy upgrading Chinese quality consumption upgrade performance has accelerated the entry of foreign brands, and the e-commerce platform that has become a mainstream sales channel has become an international brand to quickly gain insights into domestic consumers. Expansion of efficient channels for the Chinese market, so the cooperation with e-commerce platforms is becoming more in-depth and diversified.　　 And domestic national brands accelerate innovation and upgrade through e-commerce, and then grasp the trend of consumption upgrade. Domestic household and daily-use brands have accelerated to build their own brands and professional star products. Source: Consumer Daily