January 11th, 2021
After covid19, with the rise of China middle class, more and more Chinese homeowners or renters realizes that they need to stay or work at home more often than ever and flavors more towards interior design, home decor, and lifestyle home accessories.
36kr released a report about investigating the new desires and needs on “residential living” among the new and rising middle-class population in China, especially after the covid 19, on what attitudes and desires towards home living had changed, and what problems they are experiencing and what is the proposed solution.
The majority of the interviewed demographics are Chinese middle class who have kids in China. What they are not happy with the most is the fundamental home structure. The survey size is 11670.
We would like to share with marketers from the interior design and home industry what pain points Chinese customers have and what opportunities can be captured from Chinese consumers to make their homes better? Below please further read our insights:
44.2% of the interviewed Chinese emerging middle class in China are not happy with their current interior design, residential design, or want to redesign or redecorate it. What they are NOT happy about the most is the fundamental home structure. The percentage of few unhappy areas ranks as follows:
1st Not happy - Kitchen (20.3%): 2nd Not happy - Living room (19.6%) 3rd Not happy - Bedroom (9.3%)
Pain point and dissatisfaction from Chinese customers' towards how they feel about their existing kitchen environment:
• My kitchen is too small, storage is not enough, it can not be squeezed in an appliance (38.8%)
Pain point and dissatisfaction from Chinese customers' towards how they feel about their existing living room:
• Due to covid 19 which makes people stay in the home longer (i.e. home office or avoid going out as often), people want to do exercise at home but find not enough space to do exercises in the living room • Need to create space for kids to play or having family time in the living room but current living room can’t accommodate that
Pain point and dissatisfaction from Chinese customers' towards their living room:
• The home door connected to the garden is too small that no spare to put shoes and jacket etc • After coming back from shopping there is no “transition space” to clear out the shoes and clothes which might carry the virus from outside
There are 44.2% of the interviewed Chinese emerging middle class in China are not happy with their current interior residential design, how their home looks or to want to redesign or redecorate it.
China's market is unique with its own set of localized needs and tastes, and not all companies are ready to enter the China market. Marketing to Chinese consumers is about discovering the pain points that consumers have and then to check if your current product or service offering can solve their pain points.
To download our full report to learn further insights, please click below to download the report. See below:
If you are interested to learn more about our case study on how we help companies to capture market opportunities in the China market, please contact us.