The penetration rate of home furnishing e-commerce has exceeded 35%: live streaming sales contributes more than 50% of the increase
In recent years, the home furnishing e-commerce industry has ushered in explosive growth. According to the latest data, in the second quarter of 2023, the penetration rate of home furnishing e-commerce has exceeded 35%, an increase of 12 percentage points from the same period last year. Among them, live streaming sales have become the core engine to drive growth, contributing more than 50% of the increase. This article will combine popular topics and industry data across the network for the past 10 days to analyze the development trends of home furnishing e-commerce and the key role of live streaming to sell goods.
According to the "2023 China Home E-commerce Industry Report", the penetration rate of home e-commerce has increased significantly in the past year, from 23% in 2022 to 35% in 2023. This growth is mainly due to the rapid development of live e-commerce, especially the proportion of live streaming sales in home furnishing categories has increased significantly.
| years | Penetration rate of home furnishing e-commerce | Contribution rate for live streaming goods |
|---|---|---|
| 2022 | twenty three% | 30% |
| 2023 | 35% | 52% |
It can be seen from the table that the contribution rate of live streaming goods has increased from 30% in 2022 to 52% in 2023, becoming the main driving force for the growth of home furnishing e-commerce. This trend is closely related to changes in consumer shopping habits, and more and more users tend to understand product details and complete purchases through live broadcasts.
Hot topics in the past 10 days show that smart homes and environmentally friendly furniture have become the focus of consumers' attention. For example, data from an e-commerce platform shows that sales of products such as smart locks and smart lighting increased by more than 80% year-on-year, while sales of furniture of environmentally friendly materials also increased by 65%.
| Category | Year-on-year growth rate | Live streaming sales share |
|---|---|---|
| Smart home | 85% | 60% |
| Environmentally friendly furniture | 65% | 45% |
| Custom furniture | 50% | 40% |
The high growth of smart homes is closely related to the high proportion of live streaming goods (60%), which shows that consumers are more inclined to understand the functions of smart products through intuitive live streaming demonstrations. The growth of environmentally friendly furniture reflects consumers' pursuit of a sustainable lifestyle.
The reason why live streaming can occupy an important position in home e-commerce is mainly due to its unique advantages:
1. Scenario display:Home products usually need to be combined with usage scenarios to better reflect their value, while live broadcasts can allow consumers to understand the product effects more intuitively through real-life demonstrations.
2. Instant interaction:Consumers can ask questions directly during the live broadcast and the anchor answers in real time, greatly reducing the uncertainty of purchasing decisions.
3. Limited time offer:The exclusive discounts and gift activities in the live broadcast room further stimulate consumers' desire to buy.
Looking ahead, the combination of home e-commerce and live streaming sales will be closer. Industry experts predict that by 2024, the penetration rate of home furnishing e-commerce is expected to exceed 40%, and the contribution rate of live streaming goods may reach 60%. At the same time, the application of AR/VR technology will further enhance the immersion of live broadcasts and provide consumers with a more realistic shopping experience.
In short, the rapid growth of home furnishing e-commerce is inseparable from the promotion of live streaming. With the advancement of technology and the development of consumer habits, this trend will continue to deepen, bringing more opportunities to the industry.
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