Sep 1, 2021|

JD Report Reveals the Rising of “Living Room Economy”


by Mengyang He has released the “2021 Living Room Consumption Trend Report” on August 31, showing that across China, living rooms have turned into a new type of space where various intelligent and personalized products are being displayed and used.


A Space for Recreation

As the report indicates, male Gen Zers who are still relatively new to the workforce prefer a recreational element in their living room. The sales of bean bags take the lead with a stunning increase of 202% YOY. As opposed to young male consumers, consumers born after 1975 (aka “post-75s) pay more attention to building cinematic vibes in the living room, for which the sales of home theater couches grew by 154%, and home theaters by 43%.


A Space for Kids and Pets

The report also reveals that post-85s mothers are keen to create an amusement area in the living room. The sales of family amusement facilities for children increased by nearly 120% YOY, with children’s slides boosted by as much as 173%. Apart from meeting the needs for children, the generation of post-85s are also the main consumers for pet-friendly living rooms, in which the sales of pet couches grew by 86%.


A Space for Storage and Sports

When it comes to the choice for living room furniture, more and more consumers are paying attention to the function of storage. The sales of couches and stools with this function increased by nearly 40%, and sales of boxes raised by 249%. Additionally, young and middle-aged white-collar males are more likely to use spare time for living room workouts, driving sales for many fitness gears suitable for the living room. The sales of cordless skipping ropes soared by 1045%, and smart hula-hoops rocketed up by 822%.


“The boom of the ‘living room economy’ stems from the diverse functions and values created by a wide range of high-tech products,” explained a representative of the JD Research Institute for Consumption and Industrial Development. “A personalized and convenient experience could not only cater to the needs requested by customers, but also provide a pathway to sustainable development of decoration, home appliances, and the home furnishing industry at large.”