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新时代家居消费：从功能到价值共鸣的跃迁

家居百科
2026-05-27 10:13

Home Services Market Transformation: Insights and Trends Home Services Market Transformation: Insights and Trends

Recent years have seen a deep adjustment in the real estate market, with the "Two New" policies persistently boosting the home industry. This industry is currently undergoing a critical transformation from "incremental expansion" to "existing deepening".

The "2025 Home Services Industry Insight Report" by Wanshi Master (hereinafter referred to as the "Report") points out that as the basic need for "having a house" is gradually replaced by the pursuit of "living well," the consumer group in the home services market also shows unprecedented new characteristics.

Consumer Main Force Iteration: The Rise of Young Consumers and Women's Power

Currently, the home consumption main force has completed the intergenerational replacement, with Generation X to Generation Z becoming the core decision-makers in the market.

This group grew up in the Internet era and has both the pursuit of quality life by the new middle class who have established their families and careers, and the desire for personalized spaces by the new professionals entering the society. They no longer view home as a simple functional carrier, but as an important scene for self-expression and emotional healing.

Especially noteworthy is the rise of women's consumption power. The report shows that 70% of home users are women, who are not only the main decision-makers in home consumption but also show a combination of rational and emotional consumption characteristics.

On the one hand, they will be careful with practical needs, have higher requirements for product quality and service details; on the other hand, they are willing to pay for "self-gratification" and "emotional" and tend to "let professionals do professional things," a new way of life that truly frees up their hands and enjoy their time.

The change in consumption structure has accelerated the diversification of the home services market. Taking the first-largest-scale platform in the country, Wanshi Master, as an example, the number of female masters increased significantly in 2025.

In response to the safety needs of single women living alone, more and more female masters are joining the home services industry, providing delicate and considerate services to eliminate the inconvenience brought by gender differences.

In the "Wanshi Master's Day" documentary, a surveyed user once said, "As a single woman living alone, I hope there will be more female masters to provide on-site services for people like us in the future."

Consumer Habits Reconstruction: The New Decision Path of Online and Offline Integration

In the era of consumer sovereignty with gradually eroded information barriers, the decision-making path of home consumption has undergone a fundamental change. The previous "offline heavy experience" model has been replaced by the new habit of "online light experience + online price comparison and purchase." Online channels, with the advantages of price transparency, abundant choices, and timely convenience, have become the main battlefield of home consumption.

Online and Offline Integration in Home Consumption

New forms such as AI showrooms, live broadcasting, and content marketing allow consumers to feel the style and function of home products without leaving their homes.

And the rapid development of the logistics and delivery industry has made up for the "time lag" of online shopping, achieving "immediate satisfaction" of "what you buy is what you get."

The new consumption habit of online and offline integration puts forward higher requirements for the whole chain of home services. Enterprises not only need to build a perfect online sales platform but also need to build a digital service network covering the whole country, achieving the whole process of purchase, transportation, installation, and maintenance that is visible, tangible, and traceable.

Wanshi Master's innovative practice of "same-day installation" and "same-day repair" service is in line with this trend, through 15-minute on-site and 1-hour completion of rapid response, committed to meeting the urgent needs of consumers for "buy and use immediately."

Consumer Demand Upgrade: The Deep Leap from Functional Satisfaction to Value共鸣

Nowadays, people's expectations for home consumption have long exceeded the basic functional needs of products, turning to pursue a higher level of value共鸣.

The new generation of consumer main force is no longer satisfied with homogenized products, but desires personalized solutions that reflect personal aesthetics and adapt to life scenes. Service experience and after-sales guarantee are also core factors in purchase decisions.

In response to personalized needs, the local renovation market has flourished. According to the report data, the scale of the local renovation market is expected to reach 3697 billion in 2025, with more than half of the residents preferring self-installation.

Compared to the high cost and long cycle of full-house renovation, local renovation projects such as changing the old kitchen into an open kitchen and adding a leisure area to the balcony have become the first choice for young people with tight budgets to improve the quality of their living environment due to their advantages of "spending less and achieving faster results."

At the same time, the demand for smart home is growing explosively, and smart locks, smart clothes drying racks, smart lighting, and other products are gradually becoming the standard configuration of home. Consumers are willing to pay a premium for technology products that can improve the convenience of life.

The awakening of environmental protection and health awareness also profoundly affects the direction of home consumption. Consumers are increasingly concerned about the environmental protection of construction materials and the formaldehyde release of furniture, and green and environmental protection has become the core competitiveness of home products.

Consumer Mindset Maturity: The Double Reflection of Rational Prudence and Security Demand

In the context of the intensifying uncertainty of the economic environment, the decision-making mindset of home consumers is becoming increasingly rational and prudent. Impulsive consumption is gradually decreasing, and new habits such as "repair instead of buying" and "recycling waste" are taking their place. The demand for maintenance, renovation, and replacement of parts is continuously rising, reflecting the pursuit of sustainable lifestyles by consumers.

This rational and prudent consumption mindset is a reflection of the strong demand for consumer security.

The report shows that 75.2% of consumers choose internet platforms based on user reviews and word of mouth, followed by safety and service prices. The public no longer blindly pursue low prices but are willing to pay for value-added services that can ensure service quality and reduce information gaps.

At the same time, internet platforms are also actively responding to consumer security demands.

It is understood that Wanshi Master proposes the service concept of "skills determined, fulfillment determined, and price determined," through strict master selection and certification, standardized service processes, and transparent pricing systems, and strive to break through industry anomalies such as "uneven service levels," "late on-site," and "price gouging," creating a quality, efficient, and warm trading environment for consumers.

Conclusion

From the iteration of consumer main force to the reconstruction of consumer habits, from the upgrade of consumer needs to the maturity of consumer mindset, every change is conveying a clear signal to the industry: only by truly seeing user needs and serving people can one stand out in the fierce market competition. These changes not only reshape the service logic of the industry but also become the core driving force for the high-quality development of the home industry.

In the future, the competition in the home industry will no longer be a product competition, but a competition of understanding the depth of users' life needs, and providing scene solutions and long-term service capabilities.

Home enterprises need to anchor on user needs, shift from "product-oriented" to "people-oriented," improve service efficiency through digital transformation, meet diverse needs through quality upgrading, and achieve value resonance through emotional connection.

According to reports, the "2025 Home Services Industry Insight Report" was exclusively written by Wanshi Master, guided by the China National Furniture and Decoration Industry Association, deeply analyzing the current consumption characteristics, service needs, and industrial environment of the Chinese home services industry under the current economic situation, exploring home consumption trends, and providing reference for enterprises to find certain growth.