2012 overall wardrobe consumption habits survey report



Survey background:

Entering 2012, the overall wardrobe market is relatively unique in the context of the domestic optimism of the building materials and home furnishing market. The industry believes that the overall wardrobe industry is still in a rising period, especially in June, real estate in the interest rate cuts and "regulation slowdown" under the expectation of a "small spring", the national building materials home prosperity index (BHI) hit a new high in the year, The overall wardrobe industry will face a new round of demand peaks. According to public data, the overall wardrobe only accounts for about 15% of the total wardrobe market. Traditional hand-made wardrobes and finished wardrobes occupy 85% of the market, and market demand needs to be further stimulated.

On the other hand, consumers' spending on large-scale consumer goods has become increasingly cautious. The sales of building materials and households above the national scale have accumulated to 553.93 billion yuan in January-June, down 7.66% year-on-year. The growth rate of the overall wardrobe industry has also slowed down. The forecast is lowered to 30%.

In this market context, home furnishing companies need to dig deeper into market potential and develop targeted marketing strategies. In particular, the highly personalized overall wardrobe/cabinet industry, fully understanding consumer needs, is critical to the enterprise development market. To this end, Phoenix Home conducted a survey of consumer habits for potential consumers of the overall wardrobe to understand the consumer demand of the netizens and provide decision-making reference for the industry. The survey used online and offline questionnaires and received 4,333 valid questionnaires.

table of Contents

a data and demand

1 not suitable wardrobe

2 The overall wardrobe has a high consumer awareness

3 huge potential market

4 Consumer price expectations are low

Two data and products

1 practical first, quality is king

2 Brand and after-sales construction is strategic

3 solid wood hot plate is cold

Three data and brand

1 The overall wardrobe market

2 The network is the primary promotion platform

3 Word of mouth marketing should be valued

to sum up

a data and demand

According to the Phoenix Household Survey data, nearly 80% (78.6%) of the respondents indicated that the wardrobes currently used cannot meet their needs, while more than 60% (62.8%) of the respondents indicated that they would choose the overall wardrobe, but only 38.0% Respondents have plans to purchase or replace wardrobes within six months.

Figure 78.6% of respondents indicated that the wardrobes currently in use did not meet their needs.

1 not applicable wardrobe

Phoenix home survey data shows that 78.6% of consumers said that the wardrobes currently used do not meet their own requirements, only 21.4% believe that they meet. Due to the influence of traditional consumption habits, most consumers currently use finished wardrobes. The finished wardrobe is molded at one time, and the structure cannot be changed according to the changes in the user's living needs, which cannot meet the ever-changing storage needs of consumers. Therefore, most of the respondents are not satisfied with the wardrobe currently used.

Figure 2.62.8% of respondents indicated that they would purchase the whole wardrobe.

2 The overall wardrobe has a high consumer awareness

Phoenix home survey data shows that if you buy a wardrobe, up to 62.8% of respondents will choose the overall wardrobe, only 37.2% of users will choose the finished wardrobe. The data reflects the market cultivation after more than ten years. At present, consumers have generally accepted the concept of the overall wardrobe, and also realized that the overall wardrobe has advantages over the finished wardrobe and the traditional hand-made wardrobe in meeting the needs of consumers and the effective use of space. However, it should also be noted that the overall wardrobe price is higher than that of the finished wardrobe. Some consumers still have not realized the advantages of the overall wardrobe in space utilization. More than one-third of the respondents prefer to choose the finished wardrobe.

Figure 3 38.0% of respondents indicated that they have purchased or replaced the wardrobe plan within six months.

3 huge potential market

Although more than 60% of consumers choose the whole wardrobe when purchasing the wardrobe, in fact, less than 40% (38%) of the consumers who purchase the wardrobe plan, 62% of the respondents did not purchase the wardrobe in the past six months. The plan indicates that the current consumer demand for the overall wardrobe is still to be stimulated. In June 2012, real estate saw a “Xiaoyangchun” under the expectation of interest rate cuts and “regulation slowdown”. The national building materials and household prosperity index (BHI) hit a new high in the year, and the driving effect of real estate on home building materials consumption will be delayed for half a year. The above potential demand can be foreseen or gradually released in the first quarter of 2013.

Figure 4

4 Consumer price expectations are low

43.6% of the respondents can accept the price of a single overall wardrobe below 4,000 yuan, 34.7% below 4,000 yuan and 7,000 yuan, less than 14% below 7,000 yuan and 10,000 yuan, and only 8% above 10,000 yuan. At present, the overall wardrobe market manufacturers are mixed with dragons and snakes, and the pricing methods are diverse. The price difference between different materials and brands is less than 1,000 yuan, and more than 10,000. Consumer identification ability is not strong, as long as the storage needs are met, it will make a choice from the price point. It is not known that the sheet metal, sliding door technology, hardware accessories and after-sales service also affect the usability of the wardrobe. The low price expectation is easy for consumers. In the face of actual consumption or the choice of inferior sheet products, consumers need more knowledge of the overall wardrobe.

Two data and products

Figure 5 Consumers pay more attention to the practicality of the wardrobe.

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