Study On Pajama Market And Consumer Behavior

On the basis of improving sleep quality, pajamas add some social attributes and form a more diversified Pajama culture.

According to the latest research by NPD group, a market and consumer behavior research company, in 2020, the sales growth rate of pajamas with a price of $50 or more is three times that of the total Pajama market. In 2019, the global Pajama industry scale has exceeded US $10 million and is expected to exceed us $18 million by 2027.

After the popularity of sportswear and comfortable underwear, will pajamas become the next clothing outlet?

The rise of Pajama industry is inseparable from the change of people's daily life style under the influence of last year's epidemic. In the home office scene, pajamas add some social attributes to improve sleep quality and form a more diversified Pajama culture.

At the beginning of 2020, pajamas related terms have been on the hot topic list for many times. According to the data of pinduoduo shopping platform in February 2020, pajamas ranked fifth in the list of "top ten hot selling products for home", and the sales volume also increased by 190% year-on-year. According to the shopping app liketokenow, in the fourth quarter of 2020, more than 200000 pajamas were searched on the platform, and the number of related keyword searches increased by three digits month on month.

At the same time, sharing videos around the "home economy" cover every corner of life. Compared with the common commuter and dating wear, comfortable home sharing is more in line with the current trend. Taking bilibilibili (hereinafter referred to as station B) and Shuo Yin, two video platforms that attract young people's attention, for example, the reporter searched station B for "pajamas sharing", and the maximum amount of video broadcast exceeded 1.4 million; the video with the topic of "pajamas and household clothes" was played 770 million times, and the two shaking accounts of "NingShun pajamas" and "casanou pajamas wearing" only do the content sharing of pajamas. Combining with the actual scene, highlighting the sense of comfort, designing pajamas with more space is also in line with the young people's favorite shopping habits of audio-visual, content-based and immersion.

As designer Tom Ford said: "fashion is not just clothing, but the overall way of life." Accordingly, in addition to pajamas, towels, socks and other small objects, the value-added space is also expanding, "high appearance", "sense of ceremony" and "high cost performance" become the key words of these intimate categories.

According to the analysis report of China's home service industry in 2020, 75% - 80% of consumers will choose home service in the next five years. In the next five to ten years, the home furnishing market will usher in a period of rapid development, which will become one of the most potential subdivided fields in the clothing industry.