Look! Research Report on the Home Decoration Lighting Industry
Source: 中国之光网|| Views: 5892
Core Insights of the Report
Industry Status:Online e-commerce platforms are dominated by the Taobao ecosystem, while Douyin e-commerce is developing rapidly; ceiling lights and desk lamps show good volume and growth rate; eye-care, full spectrum, and smart products are the most popular;
Competitive Landscape:The online home decoration lighting market has low concentration and fragmented competition. NVC / NVC Lighting and OPPLE are in the first tier with comprehensive development;
User Needs: Younger demographics engage with a richer variety of online media platforms, demand scenario-based solutions, have higher requirements for light source quality, and place greater emphasis on product design and brand influence;
Yeelight: Establish a full-home smart home product matrix, position pricing in the mid-to-high-end segment, acquire traffic through online marketing to reach offline experience store customers, forming an omnichannel (Sales) channel marketing model;
Some reports are shared as follows: 1. Industry Market Overview Definition of Home Decorative Lighting
Home decorative lighting refers to a collection of lighting equipment and decorative luminaires designed specifically for home environments. These luminaires not only provide necessary lighting functions to meet daily light requirements but also enhance the aesthetics and comfort of the home through their design and layout.
Development History of Home Decorative Lighting in China Since the reform and opening-up, the home lighting industry has developed rapidly in China, transitioning from the complete phase-out of traditional incandescent lamps, fluorescent lamps, and energy-saving lamps to the adoption of LED lighting products, covering both indoor and outdoor lighting fields. The home lighting industry has gradually evolved from simple lighting needs to lighting solutions that emphasize energy saving, environmental protection, intelligence, and personalization, reflecting the course of China's economic development and technological progress.
Online Home Decorative Lighting Market Scale
In the online home decorative lighting market, Taobao currently has the largest transaction scale; followed by JD.com and Douyin. The Tao series grew by +6.8% in 2023, while JD.com declined by -5.5%. Although Douyin's scale is smaller, its growth rate is fast, with a +105.6% increase in 2023;
Online Market Sales Trends
Observations of online sales trends for home decoration lighting reveal that e-commerce platforms experience sales peaks during major promotional events such as "618" and "Double 11", and September to December is the peak season . During this period, more people undertake renovations, hoping to move into their new homes before the New Year, leading to a significant increase in sales of home decoration lighting products;
Subcategories of Home Decoration Lighting (Taobao Ecosystem)
The overall growth rate of the Taobao ecosystem for home decoration lighting is 6.8%, with a scale of 22.5 billion; the fastest growing segment is smart lighting, but its volume is relatively small.
Categories that balance both volume and growth rate include: mainless lighting fixtures, eye-protection lamps, and ceiling lights .
Home Decoration Lighting Subcategories (JD.com)
The overall growth rate of JD.com's home decoration lighting market is -5.5%, with a scale of 870 million; the fastest growing category is magnetic track lights;
The overall growth rate of Douyin's home decoration lighting market is 105%, with a scale of 3.1 billion; the fastest growing categories are linear lights and fan lights;
Categories balancing volume and growth rate are: ceiling lights, desk lamps, pendant lights.
High-growth concepts
From the functional selling points in the Taobao home decoration lighting luminaire market, it can be seen that products with "eye protection", "full spectrum" and "smart" concepts are quite popular, with good performance in both sales volume and sales revenue;
Best-selling products
Among star single items and high-growth products, they are basically ceiling lights; full-spectrum eye protection, smart voice control, ultra-thin design, and appearance design can all be main selling points;
Concept & Category Analysis
The concept of "eye protection" has a high correlation with desk lamps and ceiling lights, and eye protection is frequently mentioned as a key functional attribute during sales;
Meanwhile, the concepts of "full spectrum" and "smart" are most strongly associated with ceiling lights;
II. Insights into Market Competition Landscape
Brand Market Share (Taobao)
Among the top decorative lighting brands for home renovation on the Taobao ecosystem, the TOP 10 brands account for 18.5% of the total market volume. NVC and OPPLE Lighting form the leading first tier, creating a significant gap with other brands.
Brand Market Share (JD.com)
Among the top decorative lighting brands for home renovation on JD.com, the TOP 10 brands account for 17.9% of the total market volume. NVC ranks first, while OPPLE, Philips, Panasonic, TCL and other brands also achieve annual sales exceeding 100 million.
Brand Market Share (Douyin)
The TOP 10 brands on Douyin account for 23.5% of the total market volume. The leading brands are Wanhuo, Haishibao, and NVC;
Competitive Brand Analysis
Price Analysis of Leading Brands
Overall, products can be divided into three price tiers: economy (under 200 yuan), mid-range (200–1000 yuan), and premium (over 1000 yuan);
The under-200 segment is dominated by brands such as NVC Lighting and OPPLE;
Brands in the 200–1000 range include Lujia Liangpin, Yueying, Panasonic, and others;
thousand yuan and above in the high-end price segment include Honeywell and Berman;
Price Segment Analysis
Based on consumption, it can be divided into three main ranges: economy, mid-range, and high-end.
Economy consumers are usually price-sensitive, focusing on discounts and cost-performance ratio; they tend to choose more affordable luminaire products;
Mid-range consumers focus more on product quality and brand awareness; they are willing to pay a corresponding price for higher-quality products;
High-end consumers, on the other hand, place greater emphasis on product design and brand culture.
From the perspective of the home decoration lighting industry: brands have already divided into three tiers
3. Consumer Insights
Consumer Profile
The main consumers purchasing home decoration lighting luminaires are men aged 31-40; there is a higher proportion of people from third-tier cities;
User Media Preferences
Users purchasing home improvement products prefer the "browse and buy" experience on e-commerce platforms; Gen Z and Millennials use a wider variety of media platforms;
Scenario Analysis
Home improvement notes on Xiaohongshu mainly focus on three core household areas: kitchen, living room, and bedroom; ceiling lights are one of the frequently mentioned types of luminaires;
Ask Everyone Before Buying
Consumers purchasing home lighting luminaires will use "Ask Everyone" to learn about luminaire quality, suitable scenarios, and user experience;
Consumer feedback
After purchasing home lighting luminaires, consumers are most concerned about quality, followed by brightness and size. They pay special attention to whether the product fits their usage needs after purchase. Service, appearance design, and installation are also factors considered during purchase;
Pain point analysis
Through model analysis, "quality" is still the most frequently mentioned by users, but the negative review rate is below average;
Consumers are more sensitive to power and size, and they tend to care more and provide feedback;
Secondly, the overall negative review rate is higher in the dimensions of intelligence, logistics, cost-performance ratio, and installation compared to other dimensions, which is worth noting;
Analysis of Common Concern Dimensions for Home Lighting Fixtures
Through the mention rate in consumer reviews, we found that: People who buy downlights pay more attention to quality; downlights are usually installed on the ceiling and are not easy to replace, so consumers tend to choose high-quality products that are durable and have a long lifespan;
Consumers purchasing desk lamps/floor lamps and light bulbs prioritize luminance; desk lamps require softer lighting for eye protection, while light bulbs demand higher brightness. Consequently, wattage is mentioned more frequently for these categories than for other luminaire types;
Ceiling lights and desk lamps/floor lamps have greater demand for smart features than other luminaires; smart applications of desk lamps focus on children's learning, meeting higher lighting requirements to protect eyes; while ceiling lights are the main lighting source in smart homes, with mentions of control functions such as adjusting luminance and color temperature;
4. Smart Lighting Brand — Yeelight
Brand Development History
2012-2016: Early Stage In its early days, the company was mainly engaged in the research and development and production of smart light bulb products. In 2013, it launched its first smart light bulb product, which quickly gained market recognition.
2017–2020: Rapid Growth
The company launched smart light strips and smart light tape products, and began to lay out the smart lighting field. In 2018, the company launched smart ceiling lights, smart desk lamps and other products, continuously expanding its product line. In 2019, all products were unified under the "Yeelight" brand, and offline sales channels were developed.
2021–Present: Steady Development
Since 2021, Yeelight has continued to maintain rapid development in the smart lighting field. The company's products have been sold to more than 200 countries and regions worldwide;
Yeelight's Taobao sales in the past year were approximately RMB 138 million, with sales peaks during major promotional periods, specifically the Double 11 in November and the 618 event in June each year; The main product categories for sales are ceiling lights and mainless lighting (downlights/spotlights);
Douyin channel sales
Yeelight's Douyin sales in 2023 were 14.9 million RMB, with live streaming as the primary sales method, accounting for over 85% of total sales; In the live streaming e-commerce format, influencer accounts take the lead, supplemented by brand-owned accounts, with a gradual transition to self-operated broadcasting in the later stages;
Xiaohongshu Promotion
Yeelight has not posted many notes on Xiaohongshu in the past year; it only began to gradually increase the volume of note placements on Xiaohongshu starting in March 2024;
Channel Digital Marketing Insights
Yeelight is gradually making Douyin, Weibo, Bilibili, and Xiaohongshu key marketing focuses, leveraging platform traffic to convey brand philosophy and fully integrating online traffic with offline channels.
Variety Show Promotion
Yeelight has been the sponsor of the designer program "Dream Home Makeover" for five consecutive years, and supported Bilibili's first home renovation variety show "Miracle Home Renewal", continuously boosting its brand heat. Brand exposure within variety shows enjoys higher acceptance and trust compared to traditional TV commercials, with a more precise target audience. Source: Zhixing Consulting. For the full report, please visit “Zhixing Consulting”.
