In the booming home improvement market, the consumer demand for soft furnishings is becoming a major trend. Homeowners are no longer just focused on spatial decoration; they now pay more attention to the overall atmosphere and comfort of their living spaces. “Curtains are one of the most representative elements of soft décor. Today, consumers have become more open to various soft accessories like decorative paintings, ceramics, plants, lighting, and ornaments. As a result, the demand for soft packaging has grown significantly,†said an industry analyst.
It’s clear that in cities like Beijing, Shanghai, and Shenzhen, the soft décor market has surpassed traditional hard-mounting in terms of popularity. The market continues to expand as soft design becomes a key area of focus. Rather than just selling individual products, businesses are now emphasizing overall space design and styling. This shift not only offers diverse visual experiences but also enhances the comfort and personalization of home environments.
With the rising interest in soft packaging, investors are taking notice. A representative from Red Star Meikailong International Home Furnishing Chain mentioned that many homeowners tend to prioritize hard-mounted elements during renovation, while the soft décor part often gets less attention and investment. However, this segment is gradually gaining traction. He believes that most soft décor items, such as decorative paintings, ornaments, and even cozy sofas, are considered non-essential, but they hold great potential in a saturated furniture and building materials market.
Besides large hypermarkets and dedicated soft décor shops, reporters found that areas like curtains, wallpapers, and home accents attract more foot traffic compared to traditional furniture sections. Even small shops specializing in soft accessories are thriving.
At a ceramic store near Gaosheng Bridge in Chengdu, Mr. Zhang is constantly searching for new foreign trade ceramic products. “Our designs are very modern and popular among customers,†he shared. Over the past three years, he noticed a growing interest in home decoration, especially in recent months when he had to make at least one trip to Guangzhou each week. He plans to open another branch in the western part of the city.
As the younger generations—those born in the 80s and 90s—become the main consumer force, the soft packaging market in Chengdu is still in a fragmented and underdeveloped stage. It can be seen in department stores like Pacific and Ito Yokado, as well as in home furnishing chains like Red Star Macalline and Fosun. The newly opened Chengdu Arts Exhibition Center is also a sign of progress. While the market is still maturing, it's evident that soft décor is moving from department stores to specialized home stores and eventually to dedicated soft décor shops.
A representative from the Chengdu Arts Exhibition Center explained that soft décor first gained popularity in hotels, where creating a comfortable and elegant environment was essential. In the past, ordinary consumers didn’t pay much attention to soft furnishings. For example, a curtain in a residential building might simply be standard drapery. But with the rapid development of the real estate market and the increasing exposure to model homes, more people are now paying attention to soft installation. As living standards and aesthetic preferences improve, the primary consumers of soft décor are the younger generation—those who value quality of life and personal style. The fast-paced lifestyle has made them seek more comfort and satisfaction at home.
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