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PART01
家庭场景消费行业概览
PART02
家庭场景消费的五大趋势
PART03
天猫引领理想家庭生活方式
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数据来源：中国统计局数据来源：CBNData
-20.0%
-10.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%20000
40000
60000
80000
100000
120000
140000
160000010203040506070809
202020202020202001-2016 商品房销售面积及增长率
（单位：万平方）
201420152016
2014-2016 天猫家庭场景消费的总成交额
2016年房地产市场升温，中国家庭生活消费增长空间大
2011年至2013年商品房销售面积持续增长，2016年房地产市场升温，“家”再次成为社会关注热点，中国家庭场
景的线上消费市场受到新建住房增长和中国中产阶级消费升级两大因素驱动，保持高速增长
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44%
36%33%
24%18%
8%
11%10%
11%
13%
7%
6%7%
8%8%
5%
7%7%
5%5%
10%
10%9%
11%11%
3%
4%4%
3%3%
12%
12%13%
15%21%
10%15%17%
22%20%
20052010201320202030
2005-2030 中国消费者的消费结构
交通和通讯
娱乐、教育和文化
个人用品
住宅和水电
日用品
医疗保健
衣服
食物
数据来源：麦肯锡和阿里研究院
必需品
可选品
次必需品
中国居民消费结构升级，生活品质化的非必需品成为家庭消费趋势
经济水平的提升，中产家庭规模的扩大，中国居民的消费结构改变明显，必需品食品的占比逐步减少，服装、娱
乐、教育和文化为代表的非必需品消费支出大幅增加，家庭生活品质化成为未来的消费趋势
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家纺/家饰居家/礼品
厨房用品/宠物/鲜花
厨卫/电工灯具/墙地面
定制/装修/家具
图书/乐器/网店
网络/软件
天猫电器美家跨行业融合，打造“家场景”全品类消费
天猫电器美家事业组包括大家电、小家电、3C数码、家装、家具、家居、图书、鲜花等13个行业，引进来自近50个
国家和地区，覆盖近8000个品类、超75000个国内、国际品牌
65%家装
大家电/大数码/小家电
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4。