Shunlian Group - Research on Young Consumers' Demand for Soft Furnishings in the Guangzhou-Foshan Region
Company overview
Shunlian Group traces its origins to the Beilian Commercial Company, established in 1987. In 1989, it began developing furniture markets, and officially established Shunlian Industries in 1994, jointly developing one of the world's largest furniture wholesale markets—the Lecon Furniture Market. Over the years, Shunlian has built extensive experience in the furniture industry and commercial real estate through deep market engagement and strategic positioning, establishing itself as a highly influential player within the furniture value chain
Research background
In the context of industry development gradually shifting toward niche markets, Shunlian Furniture Market is currently undergoing a critical phase of transformation and upgrading. To further enhance overall revenue and meet the personalized needs of emerging consumer groups, Shunlian plans to establish a dedicated exhibition area focused on soft furnishings. As a rapidly growing category in home consumption, soft home furnishings has attracted significant attention from young consumers. Therefore, there is an urgent need to conduct market research to understand the actual needs and consumption preferences of young people in the Guangzhou-Foshan region for bedroom and living soft furnishings, providing data-driven support for precise recruitment strategies and product positioning in this segment
Research scope
In June 2020, CEIDEA Research was commissioned by Shunlian Group to conduct a market study targeting young consumers aged 18 to 35 in the Guangzhou-Foshan region, combining in-depth qualitative interviews with quantitative surveys. The research explored various dimensions including usage habits, functional expectations, product preferences, budget considerations, purchasing channels, brand awareness, and brand preferences for bedroom and living soft furnishings. It also conducted an in-depth analysis of the target group's consumption psychology and behavioral patterns, and assessed their acceptance and expectations regarding the establishment of a soft furnishings section within the Shunlian Furniture Market.
Expected outcomes
The final research findings will help Shunlian Furniture Market clearly define the market positioning of its soft furnishings specialty zone, optimize recruitment strategies, identify key product categories and target brands. Additionally, the study will provide detailed recommendations on exhibition planning, service support, and marketing promotion, laying a solid foundation for the development of a youth-oriented soft furnishings exhibition area. This will support Shunlian in achieving both structural optimization and revenue growth.
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