Industry report unexpected first tier cities decor

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The latest "2016 Research Report on China's kitchen and bathroom market and consumption trends" shows that the first tier cities are the most optimistic about the willingness to buy houses and decorate, followed by the third tier cities, while the second tier cities tend to be pessimistic. Unlike many people who see the decline of the first tier cities in Beijing, Shanghai, Guangzhou and Shenzhen, from the market feedback, due to the continuous influx of population, the rigid demand of the first tier cities is still strong. In contrast, due to sluggish growth, population reduction and purchasing power decline in many second tier cities, the market is generally cooling. In contrast, the mood of third tier cities is relatively optimistic. It can be seen that the decoration and kitchen and bathroom market is showing polarization, and there is more room for development in the first and third tier cities and below

the proportion of new houses decreased, while the proportion of old houses increased

the survey found that more than half of the people have more than two sets of houses and have had more than two decoration experiences. Among them, half of the latest decoration is for newly purchased houses, and half are for second-hand houses or self occupied old houses. In terms of housing types, the proportion of three bedrooms is the highest, accounting for half of the total, followed by two bedrooms, with a total of more than 80%

women with high education and high income are more likely to become loyal users

as a kind of durable consumer goods, the repeat purchase rate of kitchen and bathroom products is very low. However, in China, housing has two dual attributes of residence and investment, so some middle-class or wealthy people often have more than twoorthree sets of commercial housing at the same time, which will lead to the emergence of a group of consumers with many decoration experience, who are loyal users of kitchen and bathroom products

the report shows that among loyal users, the proportion of women is nearly 7 percentage points higher than that of men. In terms of academic qualifications, the proportion of highly educated people among loyal users is 4 percentage points higher than that of ordinary users. In terms of monthly household income, loyal users are also higher than ordinary users. If the monthly household income is less than 8000 yuan, the average user is 15.2%, while the loyal utility user is 10.1%, a difference of 5 percentage points

the 2016 Research Report on China's kitchen and bathroom market and consumption trends was conducted by the kitchen and bathroom Engineering Committee of the China Architectural Decoration Association in conjunction with the public opinion survey Laboratory of the Chinese Academy of Social Sciences, the big data public opinion think tank of huameilijia and home building materials, which lasted nearly a year, based on tens of thousands of questionnaires and surveys conducted in North China Seven regions, including South China, selected users within one year of decoration to carry out in-depth visits, as well as in-depth interviews with operators, managers and experts of real estate, building materials, building planning, decoration design, kitchen and bathroom enterprises, to comprehensively carry out the research on the consumption trend of China's kitchen and bathroom industry. The report is based on big data analysis, which saves the energy and financial resources required by enterprises to conduct a large number of market surveys, and enables enterprises to control the market in a timely and correct manner and formulate strategic plans in line with market development




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