TikTok Home Furnishing Category GMV increased by 114% year-on-year: Pet Climbing Products and Camping Equipment have become new hot spots
Recently, Douyin e-commerce platform released a set of impressive data: the total transaction volume of home goods (GMV) increased by as much as 114% year-on-year, among which pet crawling supplies and camping equipment became the fastest-growing segments. This phenomenon reflects the shift in consumer interest and the trend of diversification of home lifestyles. The following is a detailed analysis:
1. Overall growth data of home furnishing categories
| index | The same period in 2023 | Recent 2024 | Year-on-year growth |
|---|---|---|---|
| GMV (billion yuan) | 50 | 107 | 114% |
| Order quantity (10,000 orders) | 120 | 280 | 133% |
| Number of active merchants | 8,000 | 15,000 | 87.5% |
2. Highlights of growth in segments
1.Pet crawling supplies: With the continued heating of the pet economy, crawling pets (such as lizards, spiders, cemetery, etc.) have become the new favorites of young people. Sales of related supplies such as feed boxes, heating lamps, live feed, etc. have surged.
| Category | GMV proportion | Year-on-year growth |
|---|---|---|
| Climb pet feeding box | 35% | 200% |
| Heating equipment | 25% | 180% |
| Live feed | 20% | 150% |
2.Camping equipment: The popularity of outdoor lifestyle after the epidemic has driven the demand for camping-related products. Portable tables, chairs, tents, cookware, etc. have become popular products.
| Category | GMV proportion | Year-on-year growth |
|---|---|---|
| Portable table and chair | 30% | 170% |
| tent | 25% | 140% |
| Outdoor cooking utensils | 20% | 130% |
3. Consumer portrait and behavior analysis
1.Age distribution: The proportion of young users aged 18-35 is more than 70%, among which the 25-30-year-old group has the strongest consumption power.
2.Regional characteristics: Users in first-tier and new first-tier cities contributed 60% of GMV, but the sinking market grew faster (by 150% year-on-year).
3.Purchase motivation: The effect of short video content planting has a significant effect, and more than 40% of users place orders for video evaluations due to experts.
4. Future trend forecast
1.Scenario home: Scene solutions that combine functionality and appearance (such as "balcony camping corner") will become the new selling point.
2.Smart pet equipment: The automatic feeders, environmental monitoring systems and other technical products have great potential.
3.Sustainable Materials: Outdoor products made of environmentally friendly materials are expected to receive more attention.
The person in charge of Douyin e-commerce said: "We will continue to strengthen vertical category operations and help merchants seize emerging consumption trends through matrix exposure of 'product card + short video + live broadcast'."
Note: The statistics period of this article is from May 1 to May 10, 2024, comparing the same period data in 2023.
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