新奢华浪潮：家居与生活方式

Redefining Luxury from Statement to Living Experience Home and lifestyle is one of the most promising growth areas in China’s luxurymarket. The driving force behind this shift is a more mature consumer—one whovalues emotional resonance, design, craftsmanship, and personalization. Today, products are no longer just objects, but part of a personal lifestyle narrative.Online channels have become key for brands to tell that story and connect with theircore audience. China’s digital ecosystem offers global luxury home brands a unique edge in buildingawareness, reaching the right consumers, and scaling efficiently. We welcome morevisionary brands to join this journey and shape the future together. Anny LIU(安糖） General Manager of Tmall Luxury Pavilion As a founder, I’ve always believed New Life Group should embody a new generation of brand partners — oneswho redefine luxury through vision, innovation, and unwavering conviction. We don’t just ride the next wave;we help shape it. As an investor and advisor, I see Home & Lifestyle Luxury as one of China’s most transformativeopportunities. It’s a bridge for world-class design to enter China — and a launchpad for Chinese creativity tocaptivate the world. Today, the industry stands at an inflection point: Brands and distributors alike are hungry for change, and thatenergy is turning tradition into something truly exhilarating. Living in Paris, I’m reminded daily that a home is more than a space — it’s a canvas for identity. Here, art andliving beautifully are inseparable from everyday life. That sensibility isn’t just inspiring; it’s prophetic. Becausein China, we’re not just embracing this evolution—we’re poised to transcend it. Lili CHEN Founder & Chairwoman, New Life GroupNon-Executive Director, Brompton From launching Flos under Design Holding to introducing &Tradition to Tmall, our journeyinto Home Luxury Digitization has been anything but easy—but absolutely worth it. Therewere learning curves—working with established distributors, serving discerning clients athome, rethinking how large items move—but every challenge brought insight, and everyinsight unlocked new possibility. And yet, unlocking this category has been one of the most exhilarating experiences—full ofpotential, creativity, and momentum. Last year at Salone del Mobile in Milan, I witnessed the city transform into a vibrantcarnival where luxury fashion and home design merged seamlessly. That moment wasa turning point. Since then, we’ve placed our bet on this new blue ocean—confidentthat Home Luxury is not just a category, but a future worth building. Christin LU Founder & CEO, 1UP Digital (Part of New Life Group) (Foreword) Luxury is evolving, shaped by shifts in consumer values andlifestyle aspirations.Today, we stand at a turning point —Home Luxury is not just a trend;it is the next natural evolution of luxury. Consumers are moving beyond status symbols,seeking luxury that enhances daily life. Comfort,aesthetics, and emotional connection now holdas much weight as craftsmanship and heritage.This shift is inevitable and accelerating.Fashion houses are launching home collections,and luxury brands are expanding into lifestyle,yet we are only at the beginning of this journey. Like any transformation, challengesexist—logistics, pricing, and perceptionshifts—but history shows that when an industryaligns with real consumer desires, barriers fade.Fashion and beauty faced similar disruptionsand emerged stronger.Home Luxury will do the same. As momentum builds, brands, platforms, andconsumers have a chance to shape thismovement. Tmall Luxury Pavilion andNew Life Group present this white paper not as aconclusion, but as a starting point. We invite theindustry to co-create, experiment, and driveHome Luxury forward together. Home Luxury is here.The only question is, how far will we take it? (Contents) Home Luxury: The Next Wave (1)1.1 The Evolution of Luxury1.2 The Inevitability of Home Luxury1.3 China’s Market Breakthrough Potential China’s Home Luxury Landscape &Consumer Insights (2)2.1 Mindset Shift: The Rapid Growth of Home Luxury2.2 Market Scale & Growth Opportunities2.3 Emerging Categories: New Expressions of Home Luxury2.4Inside the Consumer Mind: Trends & 5 Emerging Target Audience Groups Brand Perspectives* (3)3.1 CEO Insights: The Future of Luxury & Home3.2 Brand Showcases Moving Forward: Challenges & Solutions* (4)4.1 Upcoming Industry Challenges4.2 New Life Group & Tmall Luxury Pavilion’s Solutions4.3 Shaping the Future of Home Luxury Together Conclusion* (5)5.1 Home Luxury Is Here to Stay5.2 How Brands Can Seize the Opportunity *The following sections are exclusively available to premium partners.For access inquiries, please contact (BD@andnewlife.com) (P04) Chapter(1)HomeLuxury:The NextWave The Four Stages ofChina’s Luxury ConsumerEvolution From Logo Luxury to Home Luxury Over the past 30 years, China’s luxury market has undergone multiple transformations, each