The Research On Current Chinese Home Accessories Industry

With China's economy developing rapidly and people's living standard moving steadily upward, our way of life, consumption style and aesthetic values have changed dramatically. Because of the popularity of the concept about caring more about decoration than fixation, home accessories play a more and more important role in the design of modern home space environment. Compared with the foreign home accessories industry, Chinese home accessories industry is in an initial stage of development but has a great market potential. Some powerful home decoration and fixation companies have been involved in home accessories industry.This paper analyzes home decoration's definition, content, and its unique functions in the design of home space environment that it can improve the spatial form, soften the tone of household environment, set off a home feeling atmosphere, highlight the home space style, adjust the color tone of household environment, and show host's personality. Through the comparison with the developing situation of foreign home accessories industry, this paper studies factors affecting the current development of Chinese home accessories industry, market segmentation and positioning, business strategies and models and other aspects, and also discusses its trend of future market demand, professional market cultivation, and model innovation by using of methods of market research, case studies, comparative analysis and induction. It points out that Chinese people tend to change home accessories more frequently, pay more attention to accessories' function of environment protection and pursue consumption branding in the future. So it's necessary to subdivide, properly locate home accessories market and develop professional market through building e-commerce information network, cultivating professionals, integrating resources and so on. In order to make home accessories industries develop healthy and orderly and make companies achieve win-win, it's essential to use strategies of brand popularization, sales promotion, attractive price and improving delivery service, and utilize some modern marketing models such as green marketing, customization, experiential marketing, one-stop shop marketing, network marketing and concept marketing...