2024家居行业趋势报告.pdf

2024.042l?l?-?-?l?01线上经营助力家居行业增长1.?的?2.?0507022024年线上家居消费趋势1.?1.1?1.2?1.3?2.?2.1?2.2?3.?3.1?3.2?3.3?03家居行业抖音营销趋势1.?2.?3.?283133310111315181919232425第一章线上经营助力家居行业增长?的?4?APP?/?APP?/?/APP社?/?APP?5?APP?线上渠道对家居行业的影响力不断扩大?研?2024?2024?3?N=99755.7%48.3%22.6%16.6%15.3%14.6%11.3%11.1%11.1%29.3%27.9%19.1%11.9%11.8%6.6%6.0%5.8%?/?47.4%37.5%36.3%36.1%34.3%28.3%26.4%25.5%21.5%20.9%19.1%16.1%8.6%?研?2024?2024?3?N=1790短视频电商平台传统电商平台品牌官方渠道拼购电商平台微商/导购/店老板的微信家居类垂直渠道品牌专卖店综合类商场6?研?4%?务?映?研?2024?2?4%?56.7%60.9%?研?2024?2024?3?N=1788?N=1342?研?2024?2024?3?N=142655.8%35.7%31.0%17.7%58.4%?41.9%44.2%27.6%?+4.2个百分点49%51%12%17%31%21%19%7%18%17%26%19%13%9310799941131217686979610910595男性女性18-2324-3031-4041-5050-一线新一线二线三线四线五线及以下7?尊?2023012023022023032023042023052023062023072023082023092023102023112023122023?20230930?20240229+4%?研?2023?9?2024?2?研?2023?1-12?务?31-50?31-50?31?31-40?18-23?41-50?务?爽尊?30?31?线上家居细分赛道兴趣人群呈现出差异?研?2023?7-12?*?TGI?TGI?8?46%54%9%15%31%23%22%7%17%17%27%20%13%8711411472831121121371378778949411311310910997男性女性18-2324-3031-4041-5050-一线新一线二线三线四线五线及以下47%53%17%17%29%18%19%8%18%18%26%18%12%89113113143143901051081087593999910810810192男性女性18-2324-3031-4041-5050-一线新一线二线三线四线五线及以下38%62%7%13%30%25%25%6%17%17%27%20%13%71132132587410714514510174909311511511111197男性女性18-2324-3031-4041-5050-一线新一线二线三线四线五线及以下?研?2023?7-12?研?2023?7-12?研?2023?7-12?第二章2024年线上家居消费趋势?910?映?映?映?一面理性，一面感性76.2%60.5%54.6%48.3%36.3%33.9%29.0%22.5%18.5%18.1%13.2%6.1%4.3%2.8%2.5%2.5%1.0%质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好性价比高官方机构/专家推荐/产品榜单高端上档次的品牌设计独特创新新兴网红/跨界品牌售后服务好网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务广告宣传吸引人代言人推广IP联名?39.4%22.3%17.9%6.5%14.0%非常符合比较符合一般不太符合非常不符合?29.523.024.79.713.0非常符合比较符合一般不太符合非常不符合?研?2024?2024?3?N=1426?研?2024?2024?3?N=142611?爽?44.2%26.9%18.5%10.4%更看重了没有变化不那么看重了一直不看重?尊?尊?43.7%24.2%19.1%13.0%更看重了没有变化不那么看重了一直不看重43.6%26.7%18.1%10.4%更看重了没有变化不那么看重了一直不看重?尊?尊?30.2%26.2%25.9%17.7%更看重了没有变化不那么看重了一直不看重家电消费回归理性1.1?导?映?研?务?研?2024?2024?3?N=142612?82.5%66.2%57.8%52.9%39.4%35.4%26.9%23.1%20.4%16.7%12.2%6.3%4.2%2.9%2.3%1.9%0.7%10810810910910611011010810810493103113113909310496105907869质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好性价比高官方机构/专家推荐/产品榜单推荐高端上档次的品牌设计独特创新售后服务好新兴网红/跨界品牌网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务广告宣传吸引人代言人推广IP联名?研?2024?2024?3?N=884?研?2023?12?TGI协调/搭配风格价格安全品牌绿色/环保13家装感性消费明显1.2?告?/?覆?IP?/?研?太?务?77.4%61.8%58.1%51.2%36.7%36.3%31.6%23.2%20.3%17.5%13.4%6.1%4.1%2.9%2.8%2.7%1.0%1021021061061081081001091091031101109610110094103110110110110104质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好官方机构/专家推荐/产品榜单推荐性价比高高端上档次的品牌设计独特创新新兴网红/跨界品牌售后服务好网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务广告宣传吸引人代言人推广IP联名?2023?研?2024?2024?3?N=1077?研?2023?1-12?TGI14?舒适协调/搭配品牌质量价格功能工艺色彩独特口碑个性化多元2023?尊?2023?尊?舒适品牌安装功能价格质量绿色/环保?研?2024?2024?3?N=709?研?2023?1-12?研?2024?2024?3?N=847?研?2023?1-12?80.5%64.6%53.2%51.2%39.8%33.4%25.7%25.5%19.9%16.2%13.3%7.1%4.7%3.1%2.7%2.0%1.4%1061079710610998881131131101108810111611610711111110978144144质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好性价比高官方机构/专家推荐/产品高端上档次的品牌设计独特创新售后服务好新兴网红/跨界品牌网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务代言人推广广告宣传吸引人IP联名78.9%62.0%59.1%50.9%37.0%36.2%33.2%22.9%19.6%17.6%14.8%5.9%5.3%3.0%3.0%2.5%0.4%104102108105109109100114114102106971121129712212210511711710136质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好官方机构/专家推荐/产性价比高高端上档次的品牌设计独特创新新兴网红/跨界品牌售后服务好网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务广告宣传吸引人代言人推广IP联名?TGI?TGI?TGI?TGI30.5%18.7%21.1%19.7%12.2%8.3%11.6%7.2%智能音响/音箱智能电视智能门锁智能灯具/灯泡智能洗衣机智能扫地机器人智能空调智能冰箱15智能是理性与感性的融合1.3?研?尊?映?尊?尊?研?2023?1-11?89.2%?17.2%?务?吹?研?2024?2024?3?N=22212022?1-11?2023?1-11?研?2022?1-11?2023?1-11?2022?1-11?2023?1-11?研?2022?1-11?2023?1-11?+89.2%+17.2%16?务?66.8%65.9%65.1%60.6%39.0%46.2%45.5%45.3%39.4%30.2%105105103104106106101106106103104101100健康安全高实用性商品优质便捷方便价格低廉获取认同好看漂亮互动体验新奇特别尊贵稀少?研?2024?2024?3?N=794?研?2024?2024?3?N=79478.3%63.0%58.9%53.0%39.0%37.0%32.6%22.9%20.3%17.5%14.1%4.9%3.8%2.9%2.8%2.0%0.4%1031041081101151151021121121021109710781871031131138038质量可靠功能实用知名/经典品牌亲友口碑及大众口碑好官方机构/专家推荐/产品榜单性价比高高端上档次的品牌设计独特创新新兴网红/跨界品牌售后服务好网红博主/KOL/大V推荐好玩有趣购买过程服务细致周到可提供定制服务代言人推广广告宣传吸引人IP联名?IP?TGI17十档水护柔云洗-喜尔康智能马桶 Y1U产品案例l内置泡沫盾-?l多重控制方式-?l十档柔云洗-?-1/4/6/9?-40?l零冷感恒温速热小水箱-?l全域水净化系统-?H59?PP?SIAA?l?去?20%?18?90?务?爽?研?研?务?场景定义，由我做主59.3%59.1%50.6%48.2%33.2%25.9%20.4%19.6%13.0%11.9%客餐厅主卧厨房卫生间阳台书房衣帽间儿童房老人房玄关?TOP10?研?2024?2024?3?N=1426?研?2023?7-12?卧室厨房阳台卫生间客厅阳光房/露台飘窗书房餐厅阁楼2023?TOP107.1%9.8%10.8%13.6%18.9%21.7%22.5%29.5%31.2%宠物活动家政储物打游戏收藏睡觉健身养花/养绿植亲子互动学习办公4.1%5.4%9.7%11.4%11.6%12.7%17.8%20.0%39.2%宠物活动家政储物亲子互动打游戏健身养花/养绿植收藏睡觉休闲娱乐4.0%8.7%9.6%9.8%13.2%14.6%16.4%28.6%46.9%宠物活动收藏家政储物打游戏健身养花/养绿植亲子互动学习办公休闲娱乐19活动中心随我定义2.1?研?务?务?告?的?尊?的?研?2024?2024?3?N=845?N=843?N=370空间形态个性多元2.2?研?20?3.6%5.7%9.1%12.4%15.6%16.0%25.1%34.8%42.4%44.7%收藏家政储物打游戏宠物活动亲子互动睡觉学习办公健身休闲娱乐养花/养绿植2.8%3.6%10.9%12.7%13.9%15.1%18.3%38.2%宠物活动打游戏学习办公养花/养绿植亲子互动收藏休闲娱乐家政储物4.9%6.1%7.0%8.7%16.4%20.6%20.9%亲子互动宠物活动打游戏学习办公养花/养绿植休闲娱乐家政储物10.7%11.3%13.1%15.5%17.5%29.6%亲子互动健身睡觉学习办公休闲娱乐收藏?研?务?2023?研?2023?1-12?研?2024?2024?3?N=474?N=722?N=688?N=29121邦先生全隐美学M21Pro重新定义阳台晾晒的智能晾衣架?务?去?8?l?LED?l?9.5cm?l?Carl?Jacobi?45?l?尊?35kg?l?loT?l?产品案例22?够?务?爽?模?务?模?家居融合，诉求一体62.8%60.8%53.5%51.7%21.0%简单实用美观大气整体感/一体化温馨有趣高档奢华12.6%23.8%37.7%50.4%51.3%62.6%弱化某些物品的存在感动线更合理增进家庭互动氛围收纳更方便清洁更方便空间利用更充分68.3%53.2%37.7%33.4%30.9%23.5%18.6%18.1%16.8%9.8%客餐厅主卧厨房卫生间阳台书房玄关衣帽间儿童房老人房?研?2024?2024?3?N=1426?研?2024?2024?3?N=142623氛围融合一体3.1?/?够?够?-?-?-?-?69.5%56.5%55.5%42.6%24.4%13.3%111110110113113103106空间利用更充分清洁更方便收纳更方便增进家庭互动氛围动线更合理弱化某些物品的存在感51.2%43.7%42.2%41.8%26.5%26.1%21.2%9.4%11211210711311311211211011211211097颜色协调风格统一材质搭配协调功能融合隐藏式设计结构融合线条统一平齐无突出67.9%55.5%53.8%41.3%25.3%12.1%10810810710910910697空间利用更充分清洁更方便收纳更方便增进家庭互动氛围动线更合理弱化某些物品的存在感50.8%43.8%41.9%39.7%25.6%25.3%19.8%8.6%11111110711211210710710610810810390颜色协调风格统一材质搭配协调功能融合隐藏式设计结构融合线条统一平齐无突出?TGI?研?2024?2024?3?N=947?TGI?TGI?TGI?研?2024?2024?3?N=75824隐藏美观一体3.2?尊?研?-?72.1%58.8%58.5%39.9%25.7%14.3%115115115115116116106108114114空间利用更充分清洁更方便收纳更方便增进家庭互动氛围动线更合理弱化某些物品的存在感?-?53.4%44.3%43.4%41.9%28.3%25.5%22.2%10.8%117117108116116112118118109115112颜色协调风格统一材质搭配协调功能融合隐藏式设计结构融合线条统一平齐无突出2023?研?2023?1-12?TGI?研?2024?2024?3?N=537?TGI25实用收纳一体3.3?务?导?务?尊?模?研?够?-?71.8%59.7%59.7%38.4%25.4%13.2%115115118118116116102107105空间利用更充分收纳更方便清洁更方便增进家庭互动氛围动线更合理弱化某些物品的存在感?-?47.1%47.1%44.3%42.0%27.5%26.1%22.1%11.1%103115119119112114111114116颜色协调风格统一功能融合材质搭配协调隐藏式设计结构融合线条统一平齐无突出?研?2024?2024?3?N=476?去?研?2023?1-12?TGI?TGI26中国定制家居行业领先品牌2024新品欧派希尔格产品案例?去?务?六大空间奢雅如一l?展?l?l?l?l?l?l?第三章家居行业抖音营销趋势?2728?-?-?-?-?-?2023?2?115%?94%?家居全链路电商实现品效销一体?去?2023012023022023032023042023052023062023072023082023092023102023112023122023?研?2023?1-12?尊?115%94%?研?2023?1-12?2022?1-12?71%68%46%34%4%56%54%50%46%26%23%住宅家具生活电器大家电个护电器厨房电器床上用品居家布艺餐饮具收纳用品厨房/烹饪用具居家日用292023?住宅家具全屋定制家装灯饰大家电生活电器个护电器厨房电器居家布艺家居饰品床上用品居家日用餐饮具厨房/烹饪用具收纳用品?2024?研?2023?1-12?2022?1-12?研?2024?1?2023?1?146%3%93%42%65%200%72%138%22%17%25%住宅家具生活电器大家电个护电器厨房电器床上用品居家布艺餐饮具收纳用品厨房/烹饪用具居家日用2024?30瑞尔特抖音营销秘籍：借助IP势能 完成品效双收营销案例?IP?A3?l?务?H5?l?l?l?l?务?l?&?l?3D?#?PV?&?研?IP造势：质造中国家IP资源拓深活动影响力，联合时尚生活大刊嘉人定制瑞尔特专属大片，助力品效升级阶段一内容打磨：携手央视团队出品打造探家微综艺，将新品A60软性植入以强化用户认知阶段二互动升级：家居首单小飞盒合作搜索声量远超均值，低成本提升搜索PV阶段三31?2023?20%?2022?2023?务?7?3.8%?10.5%?1?697%?56%?告?务?务?150%?线索经营成为高端家居拉新新阵地2023?202301312023022820230331202304302023053120230630202307312023083120230930202310312023113020231231?研?2023?1-12?2022-2023?研?2022?1-12?2023?1-12?20222023挂小风车直播的直播间数挂小风车直播的主播数32家居建材家装家具家电家饰2023?top?2022-2023?研?2022?1-12?2023?1-12?2022-2023?研?2022?1-12?2023?1-12?研?2022?1-12?2023?1-12?+697%+56%33?+?研?2023?本地生活是家居线下商家引流新利器上半年下半年播放量投稿量上半年下半年动销商品数动销订单数布艺市场厨卫市场家具装饰灯具瓷器其他家居建材2023?2023?研?2023?1-12?2023?-202312vs.202301?研?2023?1?12?