Home decor goes DIY online

The report polled more than 1,000 consumers across China. More than 60 percent said they would be willing to use websites to purchase products and services for home decor.

"Internet-based platforms are quite flexible. Some are smart enough to recommend what you may need, based on the information you input. You can order an entire apartment decoration service package for 500,000 yuan, including services and materials. Or you can hire a construction team to install the materials you purchase online, thus getting greater control over quality and budget," says Hu Jingyu, a 37-year-old consumer in Shanghai.

Hu has just moved into a new apartment after decorating it using materials bought online and the services of a construction team he hired online.

Wang Yimiao, a 26-year-old interior designer with Shanghai Yumei Deco Design, says budget control is a difficult part of account management. But with more home decoration materials and product information now available online, she can better deploy budgets, she says.

"Usually, I will ask my clients what they value the most in their home. If it's the dining place and the bedroom, I'll allocate more budget to furniture in these areas. Some clients value flooring very much, so I advise them to use higher-priced wooden floors. As internet-based platforms enable price comparisons, clients feel the whole process is transparent and clear," Wang says.

Market analysts say the home decor market has been undergoing major changes in recent years as demand and supply become diversified.

A research note from Essence Securities Ltd says the construction materials market may further consolidate as the big players, particularly the A-share-listed ones that play a leading role in the market, increase their market share through internet services, exploiting their reputation and existing market lead.

The note says without the web, market players would be segmented and scattered, and products not integrated. Exposure via online sites will help the big players to further expand their presence.

Some players that focus on corporate business may now extend their services to the retail market and win business from individual consumers.

wuyiyao@chinadaily.com.cn

(China Daily European Weekly 04/15/2016 page27)