The home improvement industry is a field closely related to people's lives. It is not only related to people's living comfort and quality, but also reflects people's aesthetics and personality. With the development of society and the upgrading of consumption, the home improvement industry is constantly changing and innovating, showing the characteristics of diversification and individualization. Especially under the influence of the epidemic, people pay more attention to home, home improvement consumption is also more rational and cost-effective. So, what are the needs and pain points of consumers in the home improvement industry? What are the opportunities and challenges facing the home improvement industry? How should the home improvement enterprises respond to and grasp the development trend of the market?

In order to answer these questions, based on the professional data and cases of Shangpu Consulting, this paper analyzes the current situation and future development direction of the home improvement industry from the aspects of consumer demand, pain points and preferences, and provides valuable reference and suggestions for home improvement enterprises.

1. the needs and pain points of home improvement consumers

The needs and pain points of home improvement consumers can be sorted out from the following aspects:

(1) Diversified and personalized needs of home decoration styles

Home improvement style is one of the most concerned aspects of home improvement consumers, it directly affects the effect and satisfaction of home improvement. With the improvement of consumers' aesthetic and personality, the diversified and personalized needs of home decoration style are becoming more and more intense. According to data from Champ Consulting, the distribution of home improvement consumer preferences for home improvement styles in 2023 is as follows:

Simple style: accounting for 28.7 per cent, is the most popular style of home improvement, mainly favored by young consumers, in line with their pursuit of simple, comfortable and practical life concept.

Modern style: accounting for 21.4, is the second most popular home decoration style, mainly loved by middle and high-end consumers, in line with their pursuit of fashion, taste and function of life attitude.

Nordic style: accounting for 15.6, is the third most popular home decoration style, mainly by young female consumers, in line with their pursuit of warm, romantic and natural life.

Chinese style: accounting for 12.3, is the fourth most popular home decoration style, mainly recognized by middle-aged and elderly consumers, in line with their pursuit of tradition, culture, temperament of life.

Other styles: accounting for 22%, including American, Japanese, Mediterranean, industrial, new Chinese and other styles, mainly selected by consumers with specific preferences and personalities, in line with their pursuit of differentiated, creative and personalized lifestyle.

From these data, we can see that the demand of home improvement consumers for home improvement style is diversified and personalized. Different consumers have different preferences and needs. Home improvement enterprises need to provide more home improvement style selection and customized services according to the characteristics and preferences of consumers to meet the personalized needs of consumers.

(2) Quality and safety requirements for home improvement materials and products

The quality and safety of home improvement materials and products is one of the most concerned aspects of home improvement consumers. It directly affects the quality and safety of home improvement, and is also related to the health and safety of consumers. With the improvement of consumers' environmental awareness and health awareness, the quality and safety requirements of home improvement materials and products are also getting higher and higher. According to data from Champ Consulting, the most important factors for home improvement consumers in 2023 when choosing home improvement materials and products are distributed as follows:

Quality: accounting for 38.5, is the most important factor, consumers hope that home improvement materials and products can be durable, not easy to damage, does not affect the effect and use of home improvement.

Safety: accounting for 25.7, is the second most important factor. Consumers hope that home improvement materials and products can meet national standards, do not contain harmful substances, and do not affect the health and safety of the family.

Price: accounting for 16.4, is the third most important factor, consumers hope that home improvement materials and products can be worth the money, but not too expensive, not beyond the budget, does not affect the cost-effective home improvement.

Brand: accounting for 10.2, is the fourth most important factor. Consumers hope that home decoration materials and products can come from well-known brands, have a good reputation and reputation, and have perfect after-sales service and guarantee.

Other factors: accounting for 9.2, including style, color, function, size and other factors, mainly affected by consumers' personal preferences and needs, and related to the beauty and practicality of home improvement.

From these data, it can be seen that the demand of home improvement consumers for home improvement materials and products is quality and safety first, price and brand are supplemented, and other factors are supplemented. Home improvement enterprises need to provide higher quality and safety standards for home improvement materials and products according to the needs of consumers, so as to meet the quality and safety needs of consumers.

(3) Convenient and professional needs of home improvement services

The convenience and professionalism of home improvement services is one of the most anticipated aspects of home improvement consumers. It directly affects the process and efficiency of home improvement, and is also related to consumer experience and satisfaction. With the improvement of consumers' time awareness and professional awareness, the convenience and professional needs of home improvement services are becoming more and more intense. According to data from Champ Consulting, the distribution of expectations of home improvement consumers for home improvement services in 2023 is as follows:

Convenience: accounting for 34.8, is the most anticipated aspect. Consumers hope that home improvement services can provide one-stop solutions, including design, construction, supervision, after-sales and other links, so as to reduce consumers' time and energy investment and improve the efficiency and convenience of home improvement.

Professional: accounting for 29.6, is the second expected aspect, consumers hope that home improvement services can provide professional team and technology, including designers, engineers, construction personnel and other positions, to ensure the quality and safety of home improvement, improve the level and professionalism of home improvement.

Transparency: accounting for 18.7 per cent, is the third expected aspect. Consumers hope that home improvement services can provide transparent prices and processes, including materials, labor, management and other costs, reduce consumers' doubts and risks, and improve the trust and transparency of home improvement.

Communication: accounting for 9.4, is the fourth expected aspect. Consumers hope that home improvement services can provide good communication and coordination, including design, construction, acceptance and other stages, increase consumer participation and satisfaction, and improve home improvement. Collaboration and communication.

Other aspects: accounting for 7.5, including innovation, flexibility, caring and other aspects, mainly affected by the personal expectations and needs of consumers, and related to the differentiation and personalization of home improvement.

From these data, it can be seen that the demand of home improvement consumers for home improvement services is convenient and professional, supplemented by transparency and communication, and supplemented by other aspects. Home improvement enterprises need to provide more convenient and professional home improvement services according to the expectations of consumers to meet the convenient and professional needs of consumers.

Opportunities and Challenges of 2. Home Decoration Industry

The opportunities and challenges of the home improvement industry can be analyzed from the following aspects:

(1) The rise of new consumer groups

New consumer groups mainly refer to the younger generation of consumers such as the post-80s, post-90s, and post-00s. They are the main force and potential customers in the home improvement industry. They have stronger spending power and willingness, as well as higher consumer demand and standards. According to data from Champ Consulting, the age distribution of home improvement consumers in 2023 is as follows:

Post-80s: accounting for 36.2 percent, is the largest consumer group, they are in a stable stage of career and family, have a higher level of income and consumption, but also have a strong sense of brand and quality, their demand for home improvement is high quality and high taste.

Post-90s: accounting for 28.7, is the second largest consumer group, they are in the growth stage of career and family, have high consumption potential and vitality, but also have a strong sense of innovation and personality, their demand for home improvement is novel and individual.

Post00: accounting for 12.4, is the third largest consumer group, they are in the initial stage of career and family, have high consumption expectations and self-confidence, but also have a strong sense of social and sharing, their demand for home improvement is fashion and social.

Other age groups: 22.7 per cent, including older consumer groups such as the post-70s and post-60s, who are in the retirement or transition stage of their careers and families, have lower spending power and willingness, and have a weak sense of change and adaptation, and their demand for home improvement is traditional and comfortable.

From these data, it can be seen that new consumer groups are opportunities for the home improvement industry. They have a larger market scale and higher market demand. Home improvement companies need to provide more in line with their tastes and styles according to the characteristics and needs of new consumer groups. Home improvement products and services to meet their consumer needs.

(2) Intelligent and digital development

Intelligence and digitization is an important development direction of the home improvement industry. It uses new technologies such as the Internet, the Internet of Things, artificial intelligence, and big data to provide more possibilities and innovations for the home improvement industry. According to data from Champ Consulting, the distribution of consumer acceptance of intelligence and digitization in 2023 is as follows:

Very acceptable: accounting for 23.5, is the highest acceptance, this part of consumers are very fond of intelligent and digital home improvement products and services, think that they can improve the efficiency and convenience of home improvement, but also can increase the fun and experience of home improvement, they are willing to pay more costs and time, their demand for home improvement is intelligent and digital.

Comparative acceptance: accounting for 31.6, is the second highest acceptance, this part of consumers prefer intelligent and digital home improvement products and services, think that they can improve the quality and safety of home improvement, but also can improve the level and professional home improvement, they are willing to pay a certain amount of money and time, their demand for home improvement is high-quality and professional.

General acceptance: accounting for 25.4, is the third highest acceptance, this part of consumers generally like intelligent and digital home improvement products and services, think that they can enrich the choice and function of home improvement, but also can adapt to the changes and needs of home improvement, they are willing to pay the appropriate cost and time, their demand for home improvement is diversified and functional.

Not very acceptable: accounting for 12.3, is the fourth highest acceptance, this part of consumers do not like intelligent and digital home improvement products and services, think that they will increase the complexity and risk of home improvement, but also affect the beauty and practicality of home improvement, they are not willing to pay too much cost and time for this, their demand for home improvement is simple and practical.

Completely unacceptable: accounting for 7.2, is the lowest acceptance, this part of consumers do not like intelligent and digital home improvement products and services, think they will destroy the original style and atmosphere of home improvement, will also weaken the tradition and culture of home improvement, they are not willing to pay any cost and time for this, their demand for home improvement is traditional and cultural.

From these data, it can be seen that intelligence and digitization are the challenges of the home improvement industry. They have different market reactions and market needs.

Consumer acceptance, to provide more suitable for their needs and preferences of intelligent and digital home improvement products and services to meet their consumer needs.

(3) One-stop service and platform model

One-stop service and platooning are an important development model of the home improvement industry. It uses new channels such as the Internet, e-commerce, and social networking to provide more convenience and creativity for the home improvement industry. According to data from Champ Consulting, the distribution of awareness and usage of one-stop service and platoonization among home improvement consumers in 2023 is as follows:

Awareness: accounting for 76.8, is a high awareness, this part of consumers know the existence and significance of one-stop service and platform, think that they can provide more choices and convenience for home decoration, but also for home decoration to bring more concessions and creativity, their attitude towards one-stop service and platform is positive and open.

Usage: accounting for 42.5 per cent, which is a low usage, this group of consumers have used one-stop service and platform-based home improvement products and services, believing that they can save more time and money for home improvement, as well as add more experience and interaction for home improvement, and they are satisfied and recommend with the evaluation of one-stop service and platform-based.

Other degrees: accounting for 57.5, including unused and unrecognized degrees. These consumers have not used or do not know the one-stop service and platform-based home improvement products and services, believing that they will increase the uncertainty and risk of home improvement, and will also affect the quality and safety of home improvement. Their attitude towards one-stop service and platform is negative and conservative.

From these data, we can see that one-stop service and platform are the opportunities for the home improvement industry. They have high market awareness and low market usage. Home improvement enterprises need to provide better and credible one-stop service and platform-based home improvement products and services according to the awareness and usage of consumers to meet their consumption needs.

Reference and Suggestions for 3. Home Decoration Enterprises

According to the above analysis, this article provides the following references and suggestions for home improvement enterprises:

(1) Pay attention to the needs and pain points of consumers, provide more home improvement style choices and customized services, provide higher quality and safety standards for home improvement materials and products, and provide more convenient and professional home improvement services to meet the individual needs of consumers demand. (2) Pay attention to the characteristics and needs of new consumer groups, provide home improvement products and services that are more in line with their tastes and styles, provide more innovative and differentiated home improvement products and services, and provide more social and shared home improvement products and Services to meet the innovative needs of consumers. (3) Pay attention to the development and changes of intelligence and digitalization, provide intelligent and digital home improvement products and services that are more suitable for consumer needs and preferences, provide more intelligent and digital home improvement products and services, and provide more Intelligent and digital home improvement products and services to meet the intelligent needs of consumers. (4) pay attention to the mode and advantages of one-stop service and platform, provide better and credible one-stop service and platform-based home improvement products and services, provide more preferential and creative one-stop service and platform-based home improvement products and services, provide more experience and interactive one-stop service and platform-based home improvement products and services, and meet the convenience needs of consumers.

Conclusion

The home improvement industry is a field that is closely related to people's lives. It is also a field of continuous change and innovation, facing new opportunities and challenges. Based on the professional data and cases of Shangpu Consulting, this paper analyzes the current situation and future development direction of the home improvement industry from the aspects of consumer demand, pain points and preferences, and provides valuable reference and suggestions for home improvement enterprises. I hope this article can be helpful to the home improvement enterprises, and also hope that the home improvement enterprises can grasp the development trend of the market, provide consumers with better home improvement products and services, and contribute to the development of the home improvement industry.