On June 16, the relevant big data research institute released the “2026 China Home Decoration Consumption Trend Report”. This report relies on the real operating data of the platform in 2026 and analyzes the deep change logic of the industry from the four dimensions of consumer demand, market structure, material selection trend, and service model, providing important reference for practitioners and consumers.
From the perspective of consumer demand, the consumer side of the home decoration industry has completed the transformation from low-price orientation to quality living in 2026.
Whole-house decoration is firmly in the mainstream with a share of 82.40%. One-stop decoration meets the needs of contemporary consumers for efficient and complete living spaces.
At the same time, the industry has jumped out of low-price involution, and quality self-occupancy has become the dominant logic. The proportion of upgrade budgets ranging from RMB 80,000 to RMB 120,000 has risen sharply to 48.4%.
In terms of apartment selection, the demand for small apartments below 60 square meters has rebounded, while the demand for large apartments above 160 square meters has cooled down.
In terms of aesthetics, modern simplicity continues to lead, new Chinese style and retro style are rapidly rising, and home decoration design has shifted from “trend imitation” to “personal expression + cultural empowerment”.
In terms of market structure, there is a trend of a sinking focus of growth.
The proportion of decoration demand in first-tier, second-tier and third-tier cities has declined simultaneously, while the proportion of demand in new first-tier cities has soared to 45.70%, becoming the industry’s first growth pole.
There are obvious differences in home decoration needs, consumption concepts and preferences in different regions, which requires the industry to create differentiated products and services, and refined layout based on regional characteristics will become the core capabilities of enterprises.
The direction of material selection has also been updated, and home decoration materials are no longer limited to basic functions.
The popularity of textured materials, such as anti-slip soft bricks and micro-cement, promotes the upgrade of home decoration to “spatial aesthetics”; environmental protection has become a rigid necessity, and green building materials such as ENF-grade boards are widely popularized; the penetration of intelligent and age-appropriate materials is accelerating, such as smart dimming doors and windows, age-appropriate safe bathrooms, etc., and material upgrades closely follow the three cores of “health, comfort, and intelligence”.
In terms of service models, digitization is reshaping the entire process of home decoration.
Users give priority to using AI to complete house planning and 3D design, with the usage rates of these two functions reaching 37.98% and 31.72% respectively. This not only improves design efficiency and reduces communication costs, but also promotes transparency and front-loading of home decoration decisions.
At the same time, the platform’s fund custody penetration rate has increased to 93.5%, promoting standardization and transparency of the entire construction and delivery process, and repairing the industry’s trust shortcomings.
In the future, service standards and performance guarantees will be alongside products and designs and become the core considerations for consumers when choosing home improvement services. Standardized operations are the foundation for the industry’s steady and long-term development.
