In several successive China (Beijing) International Exhibitions for Wallpaper, Wallcoverings, Curtains, and Home Furnishing (hereinafter referred to as "Beijing Soft Decoration Exhibition"), the designer group has become an important audience composition, and the proportion has increased significantly in recent years.
The designer group's expectations for the exhibition are obvious, that is, they try to fully understand new products and fashion trends through the leading exhibition in the soft decoration industry, grasp the design trend of the soft decoration industry, and then broaden their horizons, iterate products, and seek products and designs. innovation performance.
Designers' enthusiasm for Beijing Soft Decoration Exhibition reflects at least two phenomena:
First, there is a new phenomenon in the consumption trend, and the consumption of soft clothing is booming, which makes designers willing to invest more energy in soft clothing;
Second, the Beijing Soft Decoration Exhibition can bring new inspirations and ensure that the exhibition can produce rich harvests by aggregating the main brands, new models, new concepts, and new products of the country.
For a long time before, home decoration focused on the matching of hard clothing and furniture, and soft clothing existed as an accessory. The change that is taking place is that the status of soft decoration has risen significantly, not only keeping pace with hard decoration and becoming the core of space design, but also gradually jumping out of the limitations of curtains, wall coverings, wall coverings, lighting, and other categories, and upgrading to the overall soft decoration customization.
The arrival of this wave of consumption changes has contributed to the rise of the overall soft decoration, which is reflected not only in the increase in the recognition of the consumer side, the growth in the size of the large soft decoration market but also in the overall soft decoration business from dozens of companies at the Beijing Soft Decoration Exhibition. The intensive movements can also be clearly felt.
So, which consumer forces are most willing to pay for the surging overall soft clothing?
80% of respondents are willing to pay for soft clothing
For a long time, 90% of users have a low awareness of soft clothing, but they just equate soft clothing with curtains, wallpapers, wall coverings, lighting, fabrics, background walls, and other categories.
In many decoration projects, soft decoration is ranked as the last link, leaving limited space for soft decoration designers.
With the upgrading of living consumption and the efforts of manufacturers and designers, the consumption situation faced by soft furnishings has changed a lot. On the one hand, multi-category soft furnishings have entered the home decoration, and the number of families buying more soft furnishings has increased significantly; on the other hand, The one-stop overall soft decoration from design to the whole house is gradually opened up, which has won the recognition of some families.
According to the "2022 Soft Clothing Consumption Trend" survey conducted by Hongwang, 53.57% of netizens are willing to invest 50,000-100,000 yuan in soft clothing, 17.86% of netizens are willing to invest 100,000-200,000 yuan, and 23.21% of netizens are willing to invest 50,000 yuan Within the budget, 5.36% of netizens are willing to invest more than 200,000 yuan.
82% of netizens said they would pay for soft clothing consumption, among them, the post-80s and 90s and new middle-class families have become the main force of soft clothing. Among them, up to 76% of consumers said they would like to hire a soft decoration designer, and 76% of netizens said they would find a soft decoration designer after hard decoration.
Obviously, more and more consumers who have certain requirements for quality of life have undergone subversive changes in their attitude toward soft clothing. Soft clothing has been upgraded from a purely functional behavior to a reflection of their attitude towards life. Practical value, worry-free, and easy to pay.
The one-stop overall soft decoration just meets such diverse and complex needs. It starts from the perspectives of apartment type, function, line, color, living habits, customer aesthetics, etc., to carry out the overall soft decoration planning of the whole house space, and design the soft decoration scheme. , and recommend products reasonably according to customer budget.
The demand for improvement has become the fertile market for the overall soft decoration
The continuous explosion of demand for improved living provides abundant market opportunities for the overall soft decoration.
It is the substantial growth of improved owners that makes the overall soft outfit have a solid enough consumption base, and this circle has become a potential buyer of the overall soft outfit.
For improving owners, soft decoration consumption has undergone an upgrade from primary to middle and advanced stages.
The consumption pattern in the primary stage is that most of them choose different brands of curtains, wallpapers, and other products according to the decoration style and personal preference, and carry out scattered matching.
The current demand has risen to an overall solution. Based on hard decoration, the overall design of the whole house's large soft decoration is realized, and then the products are arranged to create a sense of atmosphere that meets the expectations of the owners.
So, how much room is there for improvement needs?
To answer this question, we can start with improving the scale of housing. As early as 2017, the report given by Lianjia mentioned that there is the largest number of improved housing exchange groups in the market at the national level, accounting for 46.7%.
In addition, according to the "2021 Residential Customer Group Consumption Trend Annual Report", in 2021, 36.66% of the customer groups who purchased products with three or more bedrooms in 35 sample cities across the country will continue to release the demand for improved housing.
The emergence of the improvement-type home purchase phenomenon has made the owners put forward higher requirements for the home environment, and also have the ability to realize the implementation of the overall soft decoration by increasing the budget. Specifically, the outstanding characteristics of the improvement-type home consumption are reflected in three aspects:
1) ** Well-known brands with a good reputation;
2) Tends to one-stop complete package check-in, whole-house customization, and realize the integrated design of the whole house;
3) Instead of buying a separate wallpaper or lighting, I am willing to increase the budget to support the overall soft decoration from wallpaper, curtains, background walls, lighting to wall coverings, green plants, and decorations, to create a living environment that is more in line with expectations.
Rising potential for hardcover home renovations
The potential for renovation and upgrading of hardcover rooms should not be underestimated. At present, it has brought considerable opportunities to the overall soft decoration business, and it is expected to continue to grow in the future.
According to the statistics of Aowei Cloud, in 2021, 2.861 million sets of hardcover projects will be opened, and the supporting parts are mainly building materials, cabinets, hoods, stoves, disinfection cabinets, water purifiers, dishwashers, Yuba, toilets, bathroom cabinets, showers, shower screens, fireplaces, smart homes, etc., rarely involving soft decoration.
However, since the hardcover room generally only solves the problem of hard decoration, and the degree of refinement is not enough, the personalized design is not enough, and there is a lot of room for improving the appearance, the transformation, and upgrading of the hardcover room has become a business, and the core method is the whole house soft decoration match.
According to observations, some decoration companies and soft decoration companies have launched hardcover room upgrade businesses.
In addition to wall color replacement, balcony window sealing, background wall replacement, storage increase, and cabinet transformation, soft decoration companies focus on lighting, curtains, wall coverings, green plants, paintings, decorations, etc. The decoration is beautified, and the integrated design of the whole house is realized, which makes the hardcover room realize great changes in details such as appearance and experience.
The survey found that especially the improved and large-scale owners of hardcover rooms have become important customers of the overall soft decoration.
Soft decoration designers drive the market to maturity
The maturity of the overall soft clothing and the recognition of consumers are inseparable from the growth of the soft clothing designer team.
For a long time before, the penetration rate of soft decoration design was very low among ordinary consumer groups. Soft decoration design is not found in most home improvement projects. Only in the projects with high customer value and high-income circles such as villas and large flats, the soft decoration design will be specially arranged.
The existence of this phenomenon has led to very limited use of soft clothing designers. Benefiting from factors such as the upgrading of living consumption and the improvement of purchasing power, in recent years, the customer base of soft decoration design has gradually expanded, which has contributed to the occurrence of two major phenomena:
First, is the expansion space of soft decoration designers, with more project resources to show their talents; the second is the expansion of customer scale, which has promoted the prosperity of the industry, thereby attracting more soft decoration designers to enter the market, willing to devote themselves to soft decoration. field of design.
The results are quite remarkable. Many soft decoration designers have gradually formed their own propositions and plans and accumulated a wealth of overall soft decoration design case works. This can be seen in the Beijing Soft Decoration Exhibition in recent years. Tens of thousands of soft decoration designers made a special trip to the exhibition to inspect and share the results.
The high-level overall soft furnishing solution has impressed many owners and realized the continuous conversion of a large number of orders. Brands, exhibitions, owners, designers, and other parties work together to form a virtuous circle.
Among them, the driving force worthy of recognition comes from third-party platforms. Taking Zhongshan Zhao as an example, the “Aesthetic Design Award” China Interior Design Competition is held around the Beijing Soft Decoration Exhibition. Among them, the trend of soft decoration design is regarded as the core theme. It has developed a wealth of overall soft decoration design works, explored the wisdom from all over the country, and played a significant role in promoting soft decoration designers to go to the forefront and win the recognition of the consumer market by building platforms and integrating resources.
Some activities for soft decoration designers frequently appear in the furniture industry belt, go deep into factories, discuss the integration with furniture and building materials, realize exchanges between industries, and find products that conform to consumer trends.
Some institutions have revealed that in the past ten years, through training, research and activities, they have empowered hundreds of thousands of soft decoration designers, created a complete overall soft decoration capability system, and jointly promoted the home furnishing industry into the era of full case design.
It is the development of this ability that enables more and more designers to have the design and implementation level of overall soft clothing, which promotes the improvement of owners' recognition of the overall soft clothing and realizes the prosperity of the consumer market.
It is worth noting that on May 26, 2022, the 33rd Beijing Soft Decoration Exhibition will debut again, with more than 1,500 exhibitors, covering all categories of business formats such as wallpaper wall coverings, curtains, carpets, soft decoration accessories, etc. It is undoubtedly worth looking forward to what surprises it will bring to consumers when a new product is released.