Going against the trend, China’s annual consumption of home furnishings exceeds 10 billion yuan

With the continuous recurrence and changes of the epidemic, working from home and online learning modes have become people’s daily life at home. People’s personal leisure time and work time are intertwined. “Work clothes” and “home clothes” “The boundaries are no longer clear-cut. Cross-category homewear has become one of the popular clothing categories chosen by consumers and is increasingly popular in the market. Whether it’s leisurely reading a book or watching TV shows at home, a small get-together with two or three close friends drinking and chatting, or simply having a sweet dream, a good-looking home wear can always make these moments more wonderful. , home wear design has also become a “must compete” for fashion design.

As of today, Aiqicha data shows that there are 69,000 existing companies with the search keywords “home wear, pajamas”. Judging from the annual registration volume, the home wear market is increasing year by year. From 2021 to now, home wear A total of 2,008 companies were registered in the service, and the number of registrations of home furnishing companies reached the highest level in ten years.

The reporter’s investigation found that in the past, home clothes were considered to be pajamas with a single attribute. Many families did not have the expenditure on this product and usually used loose old T-shirts instead. In the past two years, Chinese people’s consumption of home clothes has increased to a certain extent. The per capita purchase volume per year is 2-3 pieces, mainly including light and thin styles in spring and summer and thick and warm styles in winter. Under the combined effects of factors such as the “stay-at-home economy” driving the consumption of household products, the increase in time spent at home, and celebrity idols’ good home planting and other factors, consumers’ requirements for home clothes not only consider comfort and convenience, but also pay more and more attention to the embodiment of life taste and details. .

The current domestic homewear market is still dominated by mid-to-low prices. Most brands are priced between 100 and 500 yuan. The main fabrics are silk, wool and other materials, supplemented by hand-embroidered high-end homewear prices. Relatively high, priced between 600 and 6,000 yuan. Among them, home wear brands with their own brand positioning and independent design styles, such as Sinon, Cyan and other brands that focus on national style design, are priced higher. Paying for good design is also a rational pursuit of modern consumers.

At present, brands in the functional homewear category are still relatively scarce in the Chinese market. Consumer demand for diversified product functions and relatively lagging market supply have formed a market gap with great potential. The homewear market has a bright future. , the future is promising.

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