Tiantan Full-Home Decoration - Research on Pain Points of Full-Home Decoration Consumers
Company overview
Tiantan Full-Home Decoration is a decoration brand under the Jinyu Group, inheriting 67 years of brand history and the legacy of redwood culture. Leveraging the Jinyu Group's robust industrial chain and advanced intelligent production systems, Tiantan Full-Home Decoration has achieved significant market success in Beijing's full-home decoration sector. Committed to craftsmanship and premium service, the brand provides customers with one-stop, high-quality full-home decoration solutions and has gradually built a strong reputation in the premium full-home decoration market.
Research background
As competition in the full-home decoration market intensifies and consumers' understanding of full-home decoration services deepens, Tiantan Full-Home Decoration continues to face challenges in market expansion beyond Beijing. Although the brand has demonstrated strong growth momentum locally, its brand awareness and market penetration in other regions remain insufficient. A lack of consumer understanding of full-home decoration services and unclear brand recognition are key factors limiting Tiantan's expansion. In July 2023, Tiantan Full-Home Decoration commissioned CEIDEA Research to conduct an in-depth study of target consumers' needs, brand preferences, decision-making processes, and user experiences with competing brands, in order to refine brand positioning and service strategies and improve market expansion efficiency.
Research scope
In July 2023, CEIDEA Research was commissioned by Tiantan Full-Home Decoration to conduct market research on the behavioral characteristics of high-end full-home decoration consumers. The study employed a combination of one-on-one in-depth interviews and offline focus group discussions, targeting three key groups: high-end consumers who have already completed renovations, users currently utilizing competing full-home decoration services, and potential consumers with renovation plans. The research focused on core needs, product understanding, satisfaction with service processes, brand comparisons, and key decision points in the purchase journey, with particular attention paid to consumers' perceptions and evaluations of the Tiantan Full-Home Decoration brand. Through multi-dimensional data collection and analysis, the study provides Tiantan Full-Home Decoration with clear market insights and consumer behavior models.
Expected outcomes
Through this research, Tiantan Full-Home Decoration will gain a deeper understanding of the core needs and expectations of high-end consumers in the target market, and identify key pain points in their product and service experiences. The findings will provide the brand with precise market positioning guidance, optimize product and service offerings, and clarify key messaging and communication strategies for brand promotion, thereby enhancing brand recognition and influence in emerging markets. Ultimately, the research will support Tiantan Full-Home Decoration in expanding its market reach and strengthening its overall competitiveness across the national full-home decoration market.
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