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Why Are Xiaomi and NetEase Entering the Online Home Goods Sector?
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Why Are Xiaomi and NetEase Entering the Online Home Goods Sector?

Xie Kangyu
TMTPost, 2017
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Home goods is one sector of retail that has been doing particularly well in China. This market is bustling with contenders such as the popular Japanese brand Muji and China’s own retail chain Miniso. Now even large tech companies want a piece of the pie, and consumers have responded with enthusiasm. In this article for tech media site TMTpost, Xie Kangyu analyzes the drivers behind this new consumer behavior as she reflects on the factors that brought two tech giants to the same battlefield. getAbstract recommends this article to people curious about how social and economic change affects consumer behavior.

Take-Aways

  • Chinese tech companies Xiaomi and NetEase have launched nearly identical e-commerce platforms to sell home goods with minimalist designs.
  • The cost-efficient, design-oriented retail stores are popular among Chinese young people, who pay more attention to the small details of everyday life. 
  • Due to the high cost of living in first- and second-tier cities, young people prefer to splurge on small luxury items instead of large ones. 

About the Author

Xie Kangyu writes for leading tech media site TMTpost. She focuses on consumer trends. 

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