At the recent Milan Fashion Week, a surprising convergence of fashion and home decor took centre stage, marking a shift towards more integrated lifestyle trends. Xiaohongshu, China’s popular social media platform, teamed up with VOGUE Business to host the “VOGUE Business Milan Digital Summit,” which explored the future of luxury living through digital innovation. The summit, themed “The Digital Silk Road: Pioneering the Future of Luxury Lifestyles,” delved into the evolving concept of home living, particularly among China’s youth.
Shawn Li, General Manager of Xiaohongshu’s Commercial Durable Goods Business Group, was a key speaker during the event. Li joined a panel discussion titled “Tapping Lifestyle Trends: The Micro-Cultures Driving Engagement,” where he explored the emerging micro-trends shaping the home furnishing sector. Li’s insights offered a deep dive into the changing aesthetics of home decor, emphasising how young consumers in China are reshaping their living spaces with innovative designs and a fresh approach to home furnishings.
Xiaohongshu, a social media platform known for connecting users with lifestyle inspiration, has become a go-to destination for millions seeking home decor ideas. With over 300 million monthly active users, nearly two-thirds of whom are enthusiastic about home design, the platform has seen a surge in content related to home decoration. Searches for home decor items on Xiaohongshu have increased by a staggering 450% between January 2022 and September 2024, reflecting the growing interest among Chinese consumers in redesigning their homes.
A recent Nielsen report underscores the influence of Xiaohongshu on purchasing decisions, with 89% of users turning to the platform to search for product reviews and recommendations before buying home furnishings and appliances. Italian luxury brands, such as Natuzzi, are gaining traction on Xiaohongshu, with over 500,000 monthly searches, highlighting the platform’s ability to connect international brands with Chinese consumers.
During the summit, Shawn Li identified four distinct demographic groups driving the latest trends in home decor: Nomadic Youth, Nesting Youth, All-Rounders, and Home Curators. Each group represents a different set of values and preferences in terms of how they design their living spaces. Li also highlighted the “People – Needs – Scenarios – Trends” framework, a model that Xiaohongshu uses to help brands better understand consumer behaviour and enhance their marketing strategies.
In recent years, the direction of home furnishing trends has shifted from being designer-led to being consumer-driven. Xiaohongshu has played a pivotal role in this transformation by allowing users to express their personal styles and share ideas that resonate with wider audiences. This user-generated content has influenced brands to adapt, making Xiaohongshu a powerful force in shaping new trends in the home furnishings sector.
The platform’s latest Annual Home Lifestyle Report, published in September, further explores these shifts. It revealed that Chinese consumers are now designing homes that integrate their hobbies and passions, with many opting to create dedicated home studios rather than simply finding storage solutions. The report also highlighted the rising importance of emotional and expressive elements in home decor, as consumers seek to create vibrant and functional living spaces.
As Xiaohongshu continues to shape the future of home design in China, the platform is poised to play a crucial role in the global home furnishing industry. Brands are encouraged to develop strategies that align with the evolving preferences of Xiaohongshu’s user base, ensuring they remain competitive in this fast-changing market.
