The home furnishing sector is booming, who has reaped the benefits of content?

In the era of self-media, competition in the furniture market remains fierce. Who is reaping the benefits of this kind of content production that relies on craftsmanship?

From house renovation to bedroom transformation, content related to "home" has always been able to attract the attention and favor of young people. Opening content platforms such as Douyin, Bilibili, and Xiaohongshu, content related to home and house is quite popular.

The Douyin topic #旧房修改 has been viewed 31.76 billion times; there are 29.55 million home-related notes on Xiaohongshu, and 5.17 million related products. Home renovation has become a hot trend, and a large number of home bloggers have emerged in the process.

Whether it is decorating a cold rental house in urban life into a warm "nest" or turning an old house in the countryside into a modern courtyard, users enjoy the comfort and relaxation during the viewing process, as well as the strong visual contrast brought by the transformation. For bloggers, the large number of netizens watching brings them traffic and considerable business space.

What are the characteristics of the home furnishing track at present? What types of content are more popular with users? How is the monetization of home furnishing bloggers? How is the marketing effect of home furnishing brands?

1. Home content is booming, which types are more popular?

Judging from the current content style, home content can be roughly divided into four types: old house renovation, decoration tips, life skills, and atmospheric rooms. Among them, old house renovation is easier to arouse users' curiosity, and the renovation process can also bring people a sense of satisfaction. It is a more popular type on all platforms.

For example, @在逃许师傅 is a one-person decoration team. She spent 3 months renovating her parents' 30-year-old bedroom. She is capable of all kinds of work such as carpentry, electrician, architect, designer, etc. She even took a welding certificate for the floating bed. Her strong learning ability and hands-on ability impressed many netizens.

Image source: Tik Tok screenshot

Finally, @在逃师傅许 transformed the originally dim and messy bedroom into a Chinese-style residence. The effect not only satisfied his parents, but also won the recognition of many netizens. "It's great, the key is the aesthetics, I love the style so much", "It's the first time I see an all-round player, so amazing, she can do design, painting, carpentry, electrical work, and can also draw", "It's amazing for a girl to do all these, I admire her so much"...

Another similar blogger is @野居青年. Unlike @在逃许师傅, who is a team of one person, @野居青年 is a rural house renovation team composed of three young men. They always jokingly call themselves "infrastructure maniacs." Since the release of their first video in 2017, they have been committed to personally renovating rural mud houses, from design to decoration. So far, they have renovated many rural courtyards, and have gained the attention of nearly 716,000 fans on Bilibili, and the number of video likes has exceeded 6.53 million.

Image source: B station

@野居青年 named the third courtyard they renovated "野青的院子" and officially opened it as a homestay, attracting many fans. At the same time, they also launched many cultural and creative products with rural elements, using their influence to help rural economic growth.

Other home bloggers who also follow the route of explosive renovation include @海边有座房, @小鱼儿夫妻, etc. These bloggers are popular because of the values ​​they convey, the courage to break the status quo, and the courage to challenge another possibility in life. The interesting things that happened during the renovation process and the stories behind the house are equally moving.

The main focus of the old house renovation is the contrast and difference between before and after the renovation, satisfying the user's curiosity and creating a sense of satisfaction, while the decoration tips emphasize the practicality of the content and focus on real life.

Home decoration knowledge can be about a house that has already been decorated and has been occupied for a while, telling everyone how to avoid pitfalls in decoration. It can also be about a house that is currently being decorated, teaching everyone how to deal with decoration companies, how to choose decoration panels, how to choose furniture, etc. This type of content is very popular on Xiaohongshu.

For example, @小奶桔 shared her experience of decorating a small apartment with an area of ​​37 square meters. Her house was originally an agency office, and she recorded the whole process from buying the house to decorating it. In the video, she sorted out some useful information such as "What are the items that are easy to generate during the construction process, and how to avoid them?", "The detailed production process of the arch", "How to lay mosaic tiles", and "Detailed explanation of the method of making a sunken bathroom".

Image source: Xiaohongshu

In the one-shot video, she demonstrated the final decoration effect. The reasonable use of space layout and the French cream decoration style made it the dream home in the hearts of many netizens. The arched bed surround design was the finishing touch, and her decoration design was also used as a reference by many users.

The audience of decoration tips are mostly users who are considering buying a house, providing references for future house decoration and avoiding pitfalls in advance. The content of life skills focuses on daily life and is committed to a clean and tidy living environment.

For example, @海边二狗哥 has impressed many netizens with his exquisite storage skills. In the videos he posted, content such as "My wife's storage skills make things invisible", "Master of space utilization, can baffles be used like this?", "Can't stand it?! I'll save my parents' aesthetic taste" not only brought many life tips, but also triggered discussions among netizens about lifestyle and home habits.

Image source: Tik Tok screenshot

Finally, content such as atmospheric rooms is quite popular among young users. Usually, home bloggers of this type focus on their own living space, and create an atmosphere through household items such as curtains, carpets, shelves, and bedding sets , so as to achieve significant changes in the living environment at a relatively low cost. This content is more suitable for people who rent houses.

Image source: Xiaohongshu

For example, @Winnie's room uses green plants, bookshelves, warm-colored table lamps, bedside blankets and other household items to create an atmosphere. Although the area is small, it is warm and comfortable enough. The mountain view outside the window adds a special feature to this room. @I have a pink shovel also shared her bedroom layout. Although the 10-square-meter bedroom is not large, it is simple and beautiful.

2. What is the commercial potential of home bloggers?

In the pursuit of quality life, home furnishing products are the category that people prioritize upgrading. Whether it is decorating a new house, renovating an old house, or buying some daily necessities, people are used to looking for home bloggers first to get some tips, which means that home bloggers will face more opportunities and challenges as the entire home furnishing industry upgrades. If we say that firmly grasping the hearts of users and gaining their trust is the universal code for bloggers to realize their value.

For home bloggers, monetization is not a difficult task. Products from various categories will be used in the process of house renovation, which brings huge inclusiveness to the commercial development of such content.

The advertising placement of life transformation content is very natural. Soft furnishings, smart home products, daily necessities, etc. used in interior decoration are highly compatible with this type of content, and the grass-planting process is often not disliked by fans.

For example, when @在逃许师傅 was creating a snack room, she first built a shelf by hand, and then separated out spaces of different sizes to store snacks. In order to make the room warmer and more comfortable, she also installed a heating stove, which is the product implanted by the brand. At the end of the video, she also introduced the functions of the product. The entire implantation process was consistent with the video content and did not have much impact on the user's viewing experience.

Image source: Tik Tok screenshot

And those good things that can add fun to life can also become important products recommended by life improvement bloggers, such as dust-free carpets, all-in-one washing and mopping machines, hidden clothes drying racks, automatic melon seed cracking machines... These products are either practical or curious and can quickly catch the attention of consumers.

House renovation content allows users to enjoy life and escape from the city spiritually. Promoting some low-priced products through the method of planting grass can achieve good conversion effects and cater to the current young people's yearning for quality life. However, from the perspective of long-term development, the investment cost of house renovation content and the increasingly similar content formats also make its future full of unknowns.

In addition to advertising placement, live streaming is also a way for home bloggers to realize their income. Among them, the most representative one is @Mr迷登, a UP host on Bilibili. He focuses on popular science content about decoration, and has gained countless fans through a series of practical videos such as "Spending 300,000 yuan to test a water purifier, but the result is not as good as boiling water?" "How big is the difference in the dander collection ability of a washer-dryer?" "How to choose the configuration for whole-house customization?" He successfully started live streaming by following the commercialization trend of Bilibili.

As the age structure of Bilibili users changes, the content of consumption is also changing. Users have released huge consumer demand for home content and related products, which paved the way for @Mr迷登's live streaming sales data explosion. During last year's Double Eleven, his total payment amount across all channels reached 1.68 billion, a year-on-year growth rate of 400%. His performance alone was close to half of Yaowang's GMV, and he also won the 2023 "Annual Business Influence" award.

Image source: B station

@Mr迷登 once said in an interview, "The number of users on Bilibili who have needs for decoration and home furnishing will probably reach the social average of 10% in 4-5 years. If you choose Bilibili, spring will come in 3 to 5 years. Now is just the beginning."

For home bloggers who focus on the content of atmosphere rooms, in addition to the usual advertising placement, store windows are also a common way to monetize. For example, @Winnie Diary WINNEIDIARY opened a store on Xiaohongshu, mainly selling natural bedding, and currently has four product links on the shelves, but judging from the few sales, the monetization effect is not ideal.

@俺玫瑰小勺子, a home blogger who also focuses on atmosphere rooms, has also opened a store on Xiaohongshu, and the products on the shelves are also bedding. From the perspective of content, the scenes of atmosphere home bloggers are relatively monotonous, basically their own small bedrooms, which also means that the space for content creation is relatively limited, and the space for commercial realization is also likely to hit the ceiling.

3. What is the current status of content marketing for home furnishing brands?

As the home furnishing market becomes increasingly popular, home furnishing brands have also begun to change their marketing methods, leveraging user consumption demand through home furnishing bloggers, content marketing and other means.

Users have different preferences for home furnishing content types, which also determines that the breakthrough points of home furnishing brand marketing are also different. Girls advocate romance, warmth, and comfort. High appearance and emotional resonance are the key points for home furnishing brands to win over female consumers. Boys focus on technology and quality, and use hard core to create interest spaces. Texture and functionality are the marketing points for home furnishing brands to impress male consumer groups. People who live alone pay more attention to quality experience, while people who live together take into account both practical functions and emotional value.

Take Bear Electric Appliances as an example. The brand focuses on small household appliances with high appearance value. Products such as electric cookers, rice cookers, ovens, and health pots often appear in the content of home bloggers. With their exquisite and compact appearance and high cost-effectiveness, many young female users are attracted to them.

Image source: Xiaohongshu

For example, Milana is a whole-house customized home furnishing brand under Sofia that focuses on the young mass market. Its marketing strategy focuses on combining the interests of young people, exploring the fields of sports, fashion, trends, games, etc., infiltrating the brand value from all aspects of "TA loves to play, watch, and buy", and fully conveying the brand concept of "quality youth home furnishing".

In addition, the rejuvenation of home furnishing brands is also a mainstream marketing trend. On the one hand, old home furnishing brands represented by Linshi Wood Industry and Qumei Home Furnishing attract young people's attention through changes in visual symbols and the use of young idols as spokespersons, thus achieving a younger and renewed brand image. On the other hand, brands represented by Nature Flooring and Hisense Fresh Air Conditioner combine the interests of Generation Z (such as camping, music festivals, etc.) with brand marketing, breaking through the barriers of circles and achieving precise customer acquisition through young interests.

In summary, users' increasing interest in home furnishing content, the emergence of various types of home furnishing bloggers, and home furnishing brands' emphasis on content marketing have driven the home furnishing track to continue to rise in popularity. For bloggers and brands, only by accurately understanding users' consumption needs can they occupy the minds of consumers.

Author: Aries; WeChat public account: TopKlout