Home & Living Marketing on Xiaohongshu
Where 82% of young homeowners discover home products—tap into China's ¥3.2T home market with inspiring lifestyle content
Home Market Landscape on XHS
The largest home & lifestyle community in China—120M+ users discovering and buying home products daily
Top Home Categories on XHS
Home Enthusiast Profiles
Four distinct personas driving China's ¥3.2T home market—understand who's buying and why
The Renter Upgrader
35% of Home Users
Profile
Age 22-30 • Income ¥6K-15K/month • Tier 1-2 cities • Renting apartments
Shopping Behavior
- Budget-conscious but style-focused
- Seeks temporary solutions and removable items
- Values quick wins and easy installation
- Follows rental transformation trends
- Moderate purchase frequency (seasonal updates)
Top Concerns
Affordability, easy installation, rental-friendly, portability, reversible changes
The First-Time Homeowner
30% of Home Users
Profile
Age 28-35 • Income ¥12K-30K/month • All tiers • Just bought first home
Shopping Behavior
- Decorating from scratch (blank canvas)
- Learning interior design principles
- Invests in quality pieces (long-term thinking)
- Overwhelmed by choices, seeks guidance
- High purchase frequency (building initial setup)
Top Concerns
Long-term value, timeless style, room planning, budget management, avoiding mistakes
The Design Enthusiast
25% of Home Users
Profile
Age 25-40 • Income ¥15K-40K/month • Tier 1 cities • Constantly refreshing
Shopping Behavior
- Trend-driven (follows latest home trends)
- Loves home makeovers and seasonal updates
- Follows designers and influencers
- High aesthetic standards (Instagram-worthy)
- Frequent purchases (always refreshing)
Top Concerns
Unique pieces, latest trends, Instagram-worthy spaces, brand reputation, designer collaborations
The Minimalist
10% of Home Users
Profile
Age 30-45 • Income ¥20K-50K+/month • Tier 1 cities • Less is more philosophy
Shopping Behavior
- Quality over quantity (investment mindset)
- Functional beauty (every item serves a purpose)
- Sustainable and ethical choices
- Decluttering advocate (Marie Kondo philosophy)
- Low purchase frequency (intentional buying)
Top Concerns
Craftsmanship, sustainability, timeless design, ethical sourcing, multi-functionality
Content Strategy for Home & Living
Five content pillars that inspire, educate, and drive purchases from 120M home enthusiasts
Home Transformation & Makeovers
35%Before/after reveals, room makeovers, budget transformations, DIY projects that inspire dramatic changes
Product Reviews & Comparisons
25%Furniture reviews, home gadget testing, quality assessments, price comparisons, honest pros and cons
Home Styling & Organization
20%Styling tips, organization hacks, space-saving solutions, seasonal decor ideas, room-by-room guides
Home Tours & Inspiration
12%Apartment tours, home aesthetics, design inspiration, lifestyle content, space showcases
Shopping Guides & Hauls
8%Home hauls, shopping guides, budget breakdowns, where to buy, best value recommendations
Trust-Building Strategies
What separates low-trust content from high-trust content that converts at 3x higher rates
Low-Trust Home Content
Reality & Authenticity
Perfect staging, unrealistic spaces, heavily edited photos, no real homes shown
Transparency & Honesty
Only shows end results, hides budget and process, misleading before/afters
Product Information
No dimensions, missing material info, vague product sources, fake "imported" claims
Long-Term Value
No durability info, one-time showcase, no follow-up on how items hold up
High-Trust Home Content
Reality & Authenticity
Real homes, honest living spaces, natural lighting, shows everyday life
Transparency & Honesty
Full budget breakdown, shows process and challenges, realistic timelines, honest pros and cons
Product Information
Exact dimensions, material details, accurate product sources, certified claims with proof
Long-Term Value
6-month and 1-year updates, shows wear and tear, maintenance tips, long-term reviews
Influencer Collaboration for Home Products
Four KOL tiers with proven ROI—from aspirational mega-influencers to relatable micro home enthusiasts
Mega Home Influencers
100K+ Followers
Mid-Tier Home Influencers
10K-100K Followers
Micro Home Influencers
1K-10K Followers
Nano Home Influencers
100-1K Followers
Budget Allocation Strategy
How to distribute ¥500K budget across KOL tiers for maximum ROI
Home Seasonal Calendar
12-month roadmap with shopping peaks—plan campaigns around key home moments
January-February
CNY Home Refresh & Winter Coziness
New Year decorations, winter textiles, organization solutions, CNY lucky decor
12% of annualMarch-April
Spring Cleaning & Home Renewal
Storage solutions, cleaning tools, fresh decor, spring colors, decluttering essentials
14% of annualMay-June
Summer Updates & 6.18 Festival
Furniture, cooling solutions, summer decor, shopping festival deals, big-ticket items
16% of annual (PEAK)July-August
Summer Living & Outdoor Spaces
Balcony furniture, plants, cooling textiles, light linens, minimalist summer
10% of annualSeptember-October
Autumn Nesting & Mid-Autumn Decor
Cozy textiles, warm lighting, autumn colors, Mid-Autumn decorations, layering essentials
12% of annualNovember (11.11)
MASSIVE Shopping Festival
Year's biggest event, major furniture, home makeovers, stock up on essentials, luxury items
22% of annual (MASSIVE)December
Winter Warmth & Year-End Refresh
Winter textiles, holiday decor, cozy upgrades, gift sets, year-end sales
14% of annualSafety & Compliance
Critical requirements for home product marketing—violate these and face severe penalties
Required Certifications
- Product safety certifications (furniture, electrical)
- Accurate dimensions and measurements
- Material disclosure (wood type, fabric composition)
- Weight capacity for furniture (safety limits)
- Assembly instructions and warnings
- Fire safety ratings (textiles, furniture)
- Environmental certifications (if claimed)
Prohibited Claims (STRICT)
- False "imported" or "designer" claims without proof
- Unsafe DIY advice (structural changes, electrical)
- Misleading before/after photos (different spaces)
- Copyright violations (copying designer pieces)
- Exaggerated durability claims without testing
- False eco-friendly claims without certification
Penalties for Violations
- Immediate content removal
- Account suspension (30-90 days)
- Heavy fines (¥5K-50K+)
- Legal liability for safety issues
- Brand reputation damage
- Permanent ban for repeated violations
Home Product E-commerce Funnel
From inspiration to purchase—18-28% conversion rate powered by aspiration and trust
UGC & Community Building
Turn 120M home enthusiasts into brand advocates with authentic content and creative challenges
Home Makeover Challenge
#MyHomeTransformation - Users share before/after home makeovers using brand products. Monthly winner gets ¥1,000 product voucher.
Home Styling Community
XHS groups by home style (minimalist, Scandinavian, Japanese, etc.). Share your space, get feedback, styling advice.
Product Testing Program
Send products to 150 home enthusiasts across different styles. Request photo/video reviews and styling ideas.
Seasonal Decor Contest
#SpringHomeRefresh #AutumnNesting - Seasonal styling contests. Best styled space wins ¥2,000 shopping spree.
Review Rewards Program
Photo review → ¥15 credit • Video review with styling → ¥40 credit • Full room tour → ¥80 credit • 6-month update → ¥120 credit
Hashtag Strategy for Home & Living
4-tier system: 11-18 hashtags per post for maximum reach and conversion
Tier 1: Mega Home Hashtags
5M+ posts • Use 1-2Tier 2: Large Category Hashtags
500K-5M posts • Use 2-3Tier 3: Niche Home Hashtags
50K-500K posts • Use 3-5Tier 4: Specific Style/Product Hashtags
5K-50K posts • Use 5-8Recommended Formula: 1-2 Mega + 2-3 Large + 3-5 Niche + 5-8 Specific = 11-18 Total Hashtags
Transform Your Home Brand on XHS
Join 120M home enthusiasts discovering and buying home products on China's most inspiring platform