In recent years, with the improvement of people's living standards and the development of digital technology, the penetration of consumer consumption and digital life has drawn a perfect curve for various industries. Industrial Development from single products to multiple categories, and then to customized development, so as to meet the needs of the people for a better life. Home industry is no exception.

At present, the real estate industry has entered the second half, and the decoration demand mainly comes from two aspects: one is the initial decoration demand of new houses. Second, the demand for the transformation or renewal of stock housing. The change of real estate policy and the development of enterprise digitization process will inevitably promote the industrial pattern of home decoration market and home market. New decoration + housing transformation two wheel drive, home decoration market output value is considerable, reaching trillion level.

In terms of age, the proportion of post-90s buying customized home is high, and the Post-70s group market has great room for rise. The proportion of Post-70s group buying customized home is 47.3%, and the proportion of post-90s group buying is 74.7%. Through the cause analysis of TGI, the reasons for choosing home after 70 are as follows: practical, environment-friendly and healthy, making greater use of indoor space and solving the problem of storage; The post-80s have a rigid need for a second child, pursue beauty and price sensitivity; The post-90s pursue personalization and brand, and are unwilling to spend too much energy on price comparison. In the past two years, 62% of the people who have newly renovated or purchased new furniture choose customized home. In the coming year, the proportion of people with decoration needs or home purchase plans is expected to reach 65%, slightly exceeding the finished home.

From the perspective of cities, the penetration rate of customized home in first tier cities is high, and there is great room for improvement in second tier cities and third and fourth tier cities. By age group, the penetration rate of customized home in first tier cities at all ages is higher than that in second tier cities and third and fourth tier cities. In the post-80s and post-90s groups, the purchase proportion gap with the first tier cities is more than 50%. This phenomenon may be caused by the fact that young groups live with their parents more in the third and fourth tier cities, and their home purchase is greatly influenced by their parents. There are still many market opportunities for customized home furnishings.

At the same time, brand word-of-mouth is the key factor for consumers to choose the brand. The maintenance and publicity of brand word-of-mouth is very key. 38.6% of consumers' brand decision is basically before decoration.

As for the future development trend of customized home, the key is to build an enterprise ecology, solve the pain points of the industry and deliver more professional design.