According to iResearch's "2024 China Home Furnishing Market Consumption Insight Report", among the home decoration and home furnishing consumer groups, nearly 60% are those aged 35 and below, and among the information acquisition paths, 96% of consumers choose to go through " Receive household product information in the form of "online + offline". "Bloomberg Business Weekly" also gave the answer after market research. Before 2030, the post-95s and post-00s generations will become the largest consumer group in the world.
New consumer demands have given rise to new home decoration logic. Get rid of the "flooding" type of investment in the past, focus on "brand rejuvenation" and "online traffic", accelerate the transformation of brand marketing models, return to crowd insights, understand "people" from the demand path, and upgrade brand activities to people This marketing can conform to the general trend of the market. The "Dream Nest" project created by Dongwo uses hundreds of experts to transform real houses as touch points, and at the same time aggregates multi-platform traffic for high-frequency exposure, so that "the best model rooms can grow in users' homes."
In August this year, Mengxiangwo Column and Life Home Furnishing Group held a project cooperation signing ceremony. The two parties will jointly create a whole-house decoration Xiaohongshu content planting IP project, and launch the "Dream Enjoyable Nest Exclusive Package"; the "Super Dream Enjoyable Nest" press conference was successfully held on September 10, and the press conference was hosted by Dongwo Company , co-organized by Easyhome Group, Xiaohongshu Platform and Life Home Decoration. Since then, Mengxiangwo has started exploring the answer to "home", helping consumers realize their ideal home space.
The first joint issue Fan Tantan | "Sister Drag" also has quiet beauty
A messy living room? A bedroom with nowhere to stay? Free-range green plants on the balcony? 100 big-name bags stuffed into the warehouse? In the first issue of Mengxiangwo, celebrity celebrities collaborated with Fan Tantan to radically transform the "La Jie" nest, sweep away the past and renew their lives. Why is
Fan Tantan? She is Lu Meilin, the domineering boss lady in "Prosperity"; she is Hu Nana, the sober love brain in "Lan Gui's Happy Event"; she is also the high-spirited and poisonous queen in "Qi Pa Shuo"... She is the Internet mouthpiece of this generation of netizens, and she is also the representative of independent women. Spiritual sample. The first issue of Mengxiangwo co-branded with Fan Tantan, who has a domineering and sharp personality and is gentle in life. He has an attitude, is contrasting enough, and stands out from the crowd.
Imagine coming home to a place that is not just a room but a retreat. The hustle and bustle of the outside world disappears, surrounded by tranquility and gentleness. How to enjoy yourself after returning home will be the focus of this design.
Japanese aesthetics · Hidden in the city · Quiet and leisurely
Japanese aesthetics takes simplicity and elegance as its artistic conception, attaches great importance to home functions, and integrates space and nature, bringing unlimited vitality. Therefore, the overall design of this issue of "Tiantian Home" integrates three elements: Japanese style, lighting aesthetics and storage function to create a space that balances simplicity and elegance.
"湉扉家" uses log color as the basic color to set the tone for the entire space. These colors are usually used for furniture, floor or wall decoration, combined with the visual contrast of warm white, to keep the space open. Transparent and three-dimensional.
Lighting is also the focus of this design. Without making too many changes to the hardware, lighting needs to be used to express the level of the space and the texture of the materials and furniture itself. In lighting design, indirect lighting is undoubtedly an advanced lighting method. The diffuse reflection of light not only improves the illumination of the space, but also improves the visual comfort of the space.
Storage is also one of the cores of Japanese aesthetics. Japanese storage pays attention to "nothing". In a limited space, every inch of space is perfectly utilized. The clever layout makes every corner be effectively utilized. Therefore, the Japanese style perfectly adapts to Fan Tantan’s identity and attributes. No matter how many things there are, they can all have their own place, and use the simplest way to build the most thoughtful home. The transformation of
is expected to be completed in December. If you want to follow the progress, please pay attention.
Want to outperform the next decade? Then read and understand young people in Xiaohongshu
As mentioned at the beginning, with the changes in new consumer demands, only by starting from "paying attention to people" and "understanding people" can we finally achieve "capturing people". According to data shared at the 2024 Xiaohongshujia Lifestyle Brand Private Meeting, as of now, the Xiaohongshu community has more than 300 million monthly active users, of which 50% are from the post-95s generation and 35% are from the post-00s generation. They are a very standard young group. Traffic gathering place. According to statistics, 89% of users will give priority to comparison on Xiaohongshu before purchasing home appliances and household products. Xiaohongshu has become an important decision-making place for young consumers. On this basis, by planting grass in Xiaohongshu, the brand can shorten the user decision-making cycle from the industry average of 45 days to 20 days. This is also the original intention of Mengxiangwo to choose Xiaohongshu as its “base”.
The material comes from the Internet.
Mengxiangwo is a content planting IP for whole house renovation built around the entire home industry chain. By displaying experts and designers, it accompanies and records the whole house renovation process of ordinary owners. Let the best model rooms of the brand grow out of every ordinary home. The first phase of Mengxiangwo's "扉" garden renovation plan co-branded with Fan Tantan has made a strong splash on the Xiaohongshu platform. On the first day of release, the notes received a total of more than 400,000 exposures and nearly 60,000 reads.
In Mengxiangwo, we continue to explore and innovate the answer to "home".
According to iResearch's "2024 China Home Furnishing Market Consumption Insight Report", among the home decoration and home furnishing consumer groups, nearly 60% are those aged 35 and below, and among the information acquisition paths, 96% of consumers choose to go through " Receive household product information in the form of "online + offline". "Bloomberg Business Weekly" also gave the answer after market research. Before 2030, the post-95s and post-00s generations will become the largest consumer group in the world.
New consumer demands have given rise to new home decoration logic. Get rid of the "flooding" type of investment in the past, focus on "brand rejuvenation" and "online traffic", accelerate the transformation of brand marketing models, return to crowd insights, understand "people" from the demand path, and upgrade brand activities to people This marketing can conform to the general trend of the market. The "Dream Nest" project created by Dongwo uses hundreds of experts to transform real houses as touch points, and at the same time aggregates multi-platform traffic for high-frequency exposure, so that "the best model rooms can grow in users' homes."
In August this year, Mengxiangwo Column and Life Home Furnishing Group held a project cooperation signing ceremony. The two parties will jointly create a whole-house decoration Xiaohongshu content planting IP project, and launch the "Dream Enjoyable Nest Exclusive Package"; the "Super Dream Enjoyable Nest" press conference was successfully held on September 10, and the press conference was hosted by Dongwo Company , co-organized by Easyhome Group, Xiaohongshu Platform and Life Home Decoration. Since then, Mengxiangwo has started exploring the answer to "home", helping consumers realize their ideal home space.
The first joint issue Fan Tantan | "Sister Drag" also has quiet beauty
A messy living room? A bedroom with nowhere to stay? Free-range green plants on the balcony? 100 big-name bags stuffed into the warehouse? In the first issue of Mengxiangwo, celebrity celebrities collaborated with Fan Tantan to radically transform the "La Jie" nest, sweep away the past and renew their lives. Why is
Fan Tantan? She is Lu Meilin, the domineering boss lady in "Prosperity"; she is Hu Nana, the sober love brain in "Lan Gui's Happy Event"; she is also the high-spirited and poisonous queen in "Qi Pa Shuo"... She is the Internet mouthpiece of this generation of netizens, and she is also the representative of independent women. Spiritual sample. The first issue of Mengxiangwo co-branded with Fan Tantan, who has a domineering and sharp personality and is gentle in life. He has an attitude, is contrasting enough, and stands out from the crowd.
Imagine coming home to a place that is not just a room but a retreat. The hustle and bustle of the outside world disappears, surrounded by tranquility and gentleness. How to enjoy yourself after returning home will be the focus of this design.
Japanese aesthetics · Hidden in the city · Quiet and leisurely
Japanese aesthetics takes simplicity and elegance as its artistic conception, attaches great importance to home functions, and integrates space and nature, bringing unlimited vitality. Therefore, the overall design of this issue of "Tiantian Home" integrates three elements: Japanese style, lighting aesthetics and storage function to create a space that balances simplicity and elegance.
"湉扉家" uses log color as the basic color to set the tone for the entire space. These colors are usually used for furniture, floor or wall decoration, combined with the visual contrast of warm white, to keep the space open. Transparent and three-dimensional.
Lighting is also the focus of this design. Without making too many changes to the hardware, lighting needs to be used to express the level of the space and the texture of the materials and furniture itself. In lighting design, indirect lighting is undoubtedly an advanced lighting method. The diffuse reflection of light not only improves the illumination of the space, but also improves the visual comfort of the space.
Storage is also one of the cores of Japanese aesthetics. Japanese storage pays attention to "nothing". In a limited space, every inch of space is perfectly utilized. The clever layout makes every corner be effectively utilized. Therefore, the Japanese style perfectly adapts to Fan Tantan’s identity and attributes. No matter how many things there are, they can all have their own place, and use the simplest way to build the most thoughtful home. The transformation of
is expected to be completed in December. If you want to follow the progress, please pay attention.
Want to outperform the next decade? Then read and understand young people in Xiaohongshu
As mentioned at the beginning, with the changes in new consumer demands, only by starting from "paying attention to people" and "understanding people" can we finally achieve "capturing people". According to data shared at the 2024 Xiaohongshujia Lifestyle Brand Private Meeting, as of now, the Xiaohongshu community has more than 300 million monthly active users, of which 50% are from the post-95s generation and 35% are from the post-00s generation. They are a very standard young group. Traffic gathering place. According to statistics, 89% of users will give priority to comparison on Xiaohongshu before purchasing home appliances and household products. Xiaohongshu has become an important decision-making place for young consumers. On this basis, by planting grass in Xiaohongshu, the brand can shorten the user decision-making cycle from the industry average of 45 days to 20 days. This is also the original intention of Mengxiangwo to choose Xiaohongshu as its “base”.
The material comes from the Internet.
Mengxiangwo is a content planting IP for whole house renovation built around the entire home industry chain. By displaying experts and designers, it accompanies and records the whole house renovation process of ordinary owners. Let the best model rooms of the brand grow out of every ordinary home. The first phase of Mengxiangwo's "扉" garden renovation plan co-branded with Fan Tantan has made a strong splash on the Xiaohongshu platform. On the first day of release, the notes received a total of more than 400,000 exposures and nearly 60,000 reads.
In Mengxiangwo, we continue to explore and innovate the answer to "home".
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