How about wardrobe sales? ——Analysis of hot data across the entire network in the past 10 days
With the continuous heating of the home consumer market, wardrobes, as one of the core categories of home decoration, have attracted much attention. This article combines popular topics and industry data across the entire network in the past 10 days (as of November 2023), and analyzes the current sales status of wardrobe for you from the dimensions of market demand, consumer preferences, sales channels, etc.
1. Analysis of the correlation between hot topics and wardrobe across the entire network
| Hot search keywords | Related popularity index | Main discussion content |
|---|---|---|
| Custom wardrobe | 85 | Small apartment storage solutions and environmentally friendly board selection |
| Double 11 promotion | 78 | Online wardrobe sales increased by 22% year-on-year, and smart wardrobe is sought after |
| Minimalist style | 72 | Handle-free design, matte color system to become mainstream |
| Whole house customization | 68 | The demand for wardrobe and overall home decoration style grows together |
2. Core data performance of wardrobe sales
| index | Value | Year-on-year changes |
|---|---|---|
| Online sales (Tmall/JD) | 1.23 billion yuan | +18.5% |
| Offline store traffic | Average 35 people/store/day | -7% (divide by e-commerce) |
| Customized wardrobe order proportion | 61% | +9 percentage points |
| Average customer order price | RMB 4,200 | +13% |
III. Consumer behavior characteristics
1.Material preference:The search volume of environmentally friendly boards (such as E0 grade particle boards) has increased by 34%, and metallic glass materials are favored by young people.
2.Functional requirements:The attention of wardrobe with intelligent dehumidification function has increased to 27%, and folding dressing mirrors have become the standard requirement.
3.Decision cycle:The average is 7-15 days, a shorter than the same period last year, and the utilization rate of online 3D design tools has increased by 50%.
4. Channel sales comparison
| Channel Type | Sales percentage | Core advantages |
|---|---|---|
| Brand direct store | 42% | Experiential service, after-sales guarantee |
| E-commerce platform | 35% | Transparent prices and many promotions |
| Cooperation of decoration company | 18% | One-stop solution |
| Second-hand trading platform | 5% | Low-priced second-hand wardrobe circulation accelerates |
5. Future trend forecast
1.Intelligent upgrade:It is expected that the market penetration rate of smart wardrobes will exceed 20% in 2024, and APP control and automatic sterilization have become technological breakthrough points.
2.Green consumption:The utilization rate of FSC certified wood may be increased to 60% of the industry standard, and zero formaldehyde publicity has become the key to competition.
3.Channel integration:The OMO model coverage rate of online design + offline experience will reach 75%, and VR room measurement technology will be further popularized.
Conclusion:The current wardrobe market presents three major characteristics: "customization, intelligence, and environmental protection", and promotional nodes such as Double 11 have significantly driven online sales. It is recommended that merchants strengthen scenario-based marketing and focus on upgrading functional needs of the Generation Z consumer group.
(Note: The data in this article are comprehensively compiled from the public data, industry reports and public opinion monitoring tools of e-commerce platforms. The statistical period is November 1-10, 2023)
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