On Xiaohongshu, the topic “Home Improvement” has been viewed more than 4 billion times, with more than 10 million discussion notes.
From “post-00s don’t want a living room” to “light renovation of a finely decorated house” and “explosion renovation of a rental house”, a large number of sharing and discussions gathered under each topic.
Changes in consumer trends are giving rise to a number of new high-explosion categories.
As of June 10, Tmall 618 data for the past week shows that in the home decoration, home furnishing, and home appliance industries, 10 new categories have emerged, including light customization, deformable furniture, multi-functional sofas, smart pillows, and split-tub washing machines, with weekly turnover exceeding 10 million yuan, or even exceeding 100 million yuan, with year-on-year growth rates doubling, becoming a new blue ocean for brand growth.
Since this year, home decoration brands have focused on launching “light customization” business on Tmall. Consumers can customize a multi-functional study room or a balcony lounge at a single order. It will be completed within 15 days, and the delivery time is shortened by 60% year-on-year. The starting price is only 1,000 yuan.
Light customization has thus become the fastest growing new category in the home decoration industry.
As of June 10, in the past week of Tmall 618, the transaction volume of light customization has increased 10 times year-on-year.
Lin’s Wood Industry launched light customization products such as e-sports rooms, cloakrooms, balcony lounges, and co-living spaces for pets. During the 618 period, the turnover increased by 800% year-on-year; Sophia bet on the light customization track, and the turnover increased 10 times year-on-year.
“Transformable furniture” is becoming the new favorite of small apartments and renters. Liftable coffee tables, detachable sofas, retractable beds, foldable tables and chairs are all selling well with their multi-purpose designs.
In the home furnishing industry, “uncoated, non-stick” titanium cookware meets the needs of young people for healthy cooking. The turnover of 618 in the past week exceeded 150 million yuan, a year-on-year increase of nearly 200%.
Cooling quilts and smart pillows have become two new high-explosion categories in the home furnishing industry. The former’s weekly turnover exceeded 370 million yuan, and the latter exceeded 20 million yuan.
Atour Planet Pro3 sold 100,000 pieces in summer on 618, and the brand’s turnover increased by 88% year-on-year; Mercury Ice Cream sold 60,000 pieces, with a turnover of nearly 20 million yuan.
Making a cup of cafe-quality iced American style at home is becoming a daily routine for more and more young people.
During Tmall 618, the weekly turnover of cold brew coffee machines exceeded 40 million yuan, a year-on-year increase of 110%.
The sales volume of De’Longhi S5 Pro fully automatic coffee machine exceeded 3,000 units in a week, the sales volume of BES876 coffee machine priced at 5,000 yuan per unit of Platinum exceeded 4,000 units, and the sales volume of Brezi small ice coffee machine 618 for a single product was nearly 2 million yuan.
The concentrated explosion of sub-categories has also led to a further increase in the share of Tmall home appliances in the industry.
Recently, data analyzed by Analysys in the “Observation on the First Cycle of the “618” Big Sale in 2026″ shows that among the five major e-commerce platforms, Taobao and Tmall have a market share of 44.5% in home appliances and home furnishings, and a year-on-year growth rate of 8.4% in transaction volume, ranking first in both statistics.
