{"id":13188,"date":"2023-11-02T06:30:26","date_gmt":"2023-11-02T06:30:26","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=13188"},"modified":"2025-04-23T09:05:12","modified_gmt":"2025-04-23T09:05:12","slug":"the-ultimate-guide-to-the-home-decor-market-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/the-ultimate-guide-to-the-home-decor-market-in-china\/","title":{"rendered":"The ultimate guide to the home decor market in China"},"content":{"rendered":"

The rapid expansion of China\u2019s real estate market and the growing urbanisation process have also lead to the growth of the home d\u00e9cor market, representing an interesting business opportunity, writes Kristina Koehler-Coluccia, Head of Business Advisory at Woodburn Global<\/strong><\/h2>\n

Items in the home d\u00e9cor sector can be found in virtually every room within the home and are typically used to showcase style and creativity. With a population of about 1.4 billion people, China has the world\u2019s largest housing market, making it the perfect country for home d\u00e9cor companies wanting to sell their wares.<\/p>\n

In 2023, the Chinese home d\u00e9cor market is estimated to reach \u00a316.65 billion, with an annual growth rate of 9.26% (2023-2027). In global comparison, the size of the world\u2019s home d\u00e9cor market is estimated to be \u00a3548.2 billion in 2023.<\/p>\n

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China home d\u00e9cor market trends<\/strong><\/h4>\n

Urbanisation and the gradual growth of second-hand housing have traditionally been the main drivers of the home d\u00e9cor market in China, the latter because people usually redecorate when they move into a new home. Customised furniture and premium home decorations have also experienced significant growth, with kitchen cabinet and wardrobe categories leading the demand for custom-made furniture.<\/p>\n

Chinese consumers are also increasingly interested in smart home devices. Advances in AI, big data and 5G have enabled convenient features that make households smarter than ever before, offering users higher levels of comfort. Examples include dining tables that can monitor the weight and body temperature of infants as well as self-adjusting heights for greater user convenience.<\/p>\n

The rising number of people living in small houses has also promoted the use of products with extra storage features and those that could enhance the visual appeal of residences. Another crucial factor is the rising customer preference<\/a> for eco-friendly home design items, which is a consequence of increasing environmental concerns.<\/p>\n

The customised furniture and high-end home d\u00e9cor segment in China have experienced significant expansion and offer great opportunities for brands. For consumers, whole-house customisation ensures style uniformity. It also allows for one-stop procurement and cost control to manage their budget. On the other hand, for home d\u00e9cor companies, customising a whole house means lower cost and higher profit.<\/p>\n

Between 2016 and 2020, the housing supply structure in China\u2019s home d\u00e9cor market changed. \u201cRefined Housing\u201d, houses that already have cabinets installed, walls painted, bulbs set, and floors tiled, are gradually becoming more popular. Meanwhile, \u201croughcast housing\u201d, houses that are left undecorated, became less attractive.<\/p>\n

The growth of per capita disposable income and the rise in the proportion of expenditure on housing, as well as the increased demand for soft furnishings in the major categories of home d\u00e9cor, represent an important market trend. This change in the distribution of expenditure will bring structural growth opportunities in the industry.<\/p>\n