The Art of Home Living in China

MARKET INSIGHTS

THE QUESTION

As consumers look beyond exterior signs of success and seek to fulfill intrinsic motivators, a new trend emerged in the luxury market. Luxury decors slowly infiltrated the homes of China’s affluent. However, this move of luxury in home living is still relatively new, and with a fragmented market. How can a new brand navigate this market and take full advantage of this opportunity?

THE ANALYSIS

We embarked on a deep dive into the home living luxury market; from meetings with designers, interior decorators, to home influencers. For further substantive reference, we conducted ethnographic and immersive in-home purchasing experiences to follow the full consumer journey of our target consumers. Our analysis was ultimately translated it into a comprehensive market entry strategy with specific product assortment recommendations to inspire a new take on the art of home living.

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