From 12 to 14 October 2018, Live Well held the "2018 Living Carnival" in Beijing. They created a 500m?real home in the winter garden on the 1st floor of the Yite Harbour, which was open to the public for 3 days for everyone to experience and scan the code to buy, and the 300 pieces of home goodies used in the exhibition area were screened from the more than 10,000 pieces of goods on sale on the platform. Regarding the consumer power behind the community, Feng Zhen understands it this way: "Community consumption presents 10,000 individuals to influence the dissemination path of 10 million individuals. Live well in the community, there are home practitioners, heavy home enthusiasts, home enthusiasts, ordinary people and other four roles, the information dissemination path is a top-down circle spread. The Internet, which makes communication more efficient, has made the third tier of users more and more massive under the impetus of Live Well." Dwellers to their favourite products like the design have landed in their own homes, while the experience of the product real, professional, specific sharing, people can really feel the design and their own lives, in fact, can be seamless, this real sharing, the maximum degree of stimulation of people's desire to take action, "the original of my home is also beginning to be so good. " That's when the desire to buy comes. "Live well is such a gathering place for people who care about home care about the quality of life care about self-expression." Shao Huiying, Vice President of Marketing of Live Well, further explained. From the development of the past two years, live well's community products play a very good role in promoting the promotion of goods, brands and categories, and even product technology and craftsmanship, such as cement tiles, Changhong glass, Wuyun wallpaper, terrazzo, medieval, velvet, gypsum line, these keywords are spread in the community and go from niche to popular. It is understood that in 2018, Live Well also tries to use such information flow and some high-quality brand cooperation, so that the brand as an element in the community, integrated into the community ecology of Live Well.

"kol creates trends, fans spread trends, platforms tap trends, and together they create fads." said Li Nan, vice president of commercial of Good Living. It is revealed that the users of Live Well are mainly female, and the Post-90s (23-28 years old) and Post-85s (29-32 years old) are the largest group among the residents, accounting for 72 per cent of the total, and they represent the new generation of consumers. Regarding this group of "China's home pioneers" and the changes in home consumption they represent, "Live Well" released a whitepaper, in which they summarised the most representative characteristics of users into 6 "keywords": fearlessness, intimacy, pleasure, self-discipline, efficiency and love. These 6 words are not only the image of individual residents, but also the attitude expressed by their homes. The whitepaper was produced by the Good Living Home Research Institute. It is reported that as early as the end of 2016, Good Living began to launch a study of Chinese consumers' home consumption decisions, and in April 2018, the Good Living Home Research Institute was officially established. The Institute consists of three types of professionals, senior home consumption behaviour analysts, data engineers and interior designers. Living Well hopes to study Chinese consumers' home consumption needs, trends, and the logic of making consumption decisions in a more systematic and professional way. The goal is aimed at, on the one hand, guiding Good Living to develop better products to help users make better home decisions; on the other hand, in the past two years, Good Living has also been docking with interior designers and brands in tandem, so that through the research, it can help professional roles to understand more about the needs of Chinese consumers, and to make production and design that is closer to the user. The following is the full text of the 2018 Live Well Home White Paper: There is no doubt that this is a time of continuous change. People are changing. Economic development and technological advances have changed the way people live and the way they think. Compared with the previous generation, young people nowadays are no longer satisfied with the patterned life trajectory, are not afraid of changes in life, dare to toss and refuse, and they love themselves more. Relationships are changing. From a standard family of three to a family of two children and a family of Dinks; from the pursuit of the hustle and bustle of a multi-generational household to the pursuit of a balance between independent space and heavenly pleasures;

From the traditional male-headed household to couples sharing household chores; from "home is a container for people and things" to "home is a space to grow with people". Demand is changing. From "it works" to "it works well"; from "worrying about being different from others" to "not wanting to be the same as others"; from "pragmatism" to "style first", and back to value and function, neither the outside nor the inside should be compromised. People have gone from spending money on necessities to purchasing beauty, pleasure, happiness and time to spend with family. Homes are changing too. Looking back a few years ago, when it comes to home decorating styles, Mediterranean, Rustic and European were in vogue. Now, American, Scandinavian, Japanese, minimalist, modern, new Chinese, industrial, Art Deco... even "de-stylisation" can be seen everywhere, and the look of the home has become diversified through integration. The concepts of hard furnishings such as open kitchen, wet/dry separation, and integration of guest rooms and dining rooms are becoming more and more popular, and the daily routine of housework, which is heavy and easy to neglect, is also getting more and more attention. ...... Chinese people's way of living is undergoing interesting changes. Behind these 'changes' is the continuous improvement of Chinese people's economic strength and living conditions.In 2017, the per capita disposable income of Chinese residents was 26,000 yuan, and the per capita consumption expenditure was 18,000 yuan, of which residential consumption accounted for 22.4 per cent.In 2016, the per capita housing floor area of urban residents in China was 36.6 square metres, and the per capita housing floor area of rural residents was 45.8 square metres, an increase of 11.1 per cent and 23.3 per cent respectively over four years ago, with bigger and bigger houses carrying people's growing expectations for their homes. In the past year, China's per capita travelling has reached 3.7 times, with a total of 129 million outbound trips, and travelling has become an important source of happiness for many people. This generation of young people has seen a bigger world and brought the world they have seen back to their homes. When they travel, they are no longer limited to skimming sightseeing spots, but pay more attention to local humanistic features and unique lifestyles. They make experiencing B&Bs, high-class hotels, art exhibitions, and famous buildings an important part of their travels, picking up the parts they like, applying them skillfully to their own living spaces, and sharing them with more people. Born in 2015, "Live Well" has witnessed this series of changes. As a home life sharing community, "Live Well" gathers a large number of people w

ho love their homes and enjoy tossing them around, where they discover home inspiration, gain experience in decorating, exchange housework skills, make friends with fellow homeowners, find interior designers, and more. friends with fellow homeowners, find interior designers, and more. Through them, we can see what common characteristics China's current group of best homeowners share. Over the past two and a half years since the launch of "Live Well App", these homeowners have provided us with a glimpse into the lives of millions of Chinese families. Through long-term and massive research and observation, as well as regular and sample questionnaire surveys, the image of "Live Well" users as "China's home pioneers" has gradually become clearer. They are willing to break all the established rules just to make their homes the way they want them to be. We have summarised the most representative characteristics of "Live Well" users into 6 keywords: fearlessness, intimacy, pleasure, self-discipline, efficiency and love. These six words are not only the personal image of the residents, but also the attitude expressed by their homes. Fearlessness In the large number of cases of Good Living, we found that people's decoration is no longer restricted to the inherent style, residents no longer pursue the traditional concepts such as European, American, Chinese, etc., and they pay more attention to the use of their own favourite elements in their homes to make up homes full of their personal styles, which can not be defined by a single style, but more of a diversified expression of their own personalities. Residents are brave enough to try out the latest colours, materials and techniques. The survey found that nearly half of the residents have painted colourful walls in their homes, and they prefer to make the bedroom and living room spaces colourful. The proportion of residents with coloured walls that are painted in two or more colours is as high as 75%! Colourful tones, dark tones and contrasting colours ...... are becoming bolder and bolder, and the way they are painted is also becoming creative. In addition, they also pay close attention to home trends at home and abroad, museums, art galleries, design hotels, trendy cafes are their source of inspiration, as long as they find materials and processes of interest, residents will be brave enough to realise them in their own homes. Traditionally, the second bedroom, excluding the master bedroom, would be a guest room, even though the home may not have guests for years. Nowadays, residents are more likely to design their second bedrooms with other functions, such as audio-visual rooms, cloakrooms, gyms, tea rooms, and so on, depending on their lifestyle, and use invisible beds or tatami mats to accommodate overnight stays. People are more likely to plan the function of the room from the point of view of pleasing themselves.

Older generations feel that when buying a new home, everything in the house has to be brand new, and only after all the furniture has been bought can you move in. Our survey found that 70% of our residents have broken away from the traditional "new is a must" view of the home. They have begun to accept and look for second-hand items that suit their needs, with a particular love for vintage. More and more residents have vintage decorations, Scandinavian antique furniture and second-hand art posters in their homes. Similarly, they are no longer lowering their requirements for the sake of "must-have" and buying a piece of mediocre furniture in a hurry to make up the numbers. Many residents will wait months or even years for a favourite chair, a dream sofa or the perfect sideboard. For them, home is a slow process, and they don't want to settle for anything less. Intimacy The discussion of open kitchens has long been a hot topic in 'living well'. Although many urban residents are unable to make their kitchens completely open due to local regulations, they use transparent sliding doors and other forms to make their kitchens as transparent and bright as possible, so that they can integrate and communicate more with the surrounding space and their families. "The 'kitchen' is no longer an island of housework; 'cooking' becomes more intimate. In addition to creating a more integrated functional space in the hard furnishings, the soft furnishings also reflect the residents' pursuit of intimacy. They increasingly prefer to use the largest possible dining table at home, where the family not only eats, but also arranges their work, study and other activities to take place on this large table, with no obstruction of sight between them, and a greater sense of intimacy and companionship among family members. More than a decade ago, residents now pay great attention to the living needs of children and the elderly, they will be careful and thoughtful consideration of this point in the decoration, to make a more humane design. For example, houses with elderly people will adopt age-friendly measures, such as installing handrails, adjusting the height of countertops, and keeping the floor level of the whole house free of any drop and barrier-free. And when decorating children's rooms, they will start from the children's scale, choose growth-oriented furniture for them, and arrange more space in the home for children's activities. We are finding that more and more residents are taking the needs of their family pets into account when decorating. Many people will cut holes in the door for cats and design wall climbing systems; they will also install countertops in the bathroom specifically for dog bathing and so on.They regard their pets as part of their family and are willing to spend effort and money on them so that they can enjoy their time at home as well. Whether it is for the elderly, children, or dogs and cats pets, the residents pay extra attention to the value of 'companionship', and the designs and layouts they make in their homes are all centred around this purpose. Whether it is the pursuit of an open, integrated space, a two-person workbench, or a children's play area in the living room, they all hope to create a closer, more communication-focused family relationship through companionship. Pleasure We find that residents will go to great lengths to make elaborate displays in their homes, picking one or two nooks and crannies, arranging objects that suit their aesthetic interests, and taking ambient home shots. They don't care if people think it's "staged" or "posed", because they know that every single piece is a carefully selected piece of home furnishings. Being surrounded by their favourite objects and indulging in the fun of playing with them, residents gained spiritual satisfaction and pleasure. More than half of the residents said they have a hobby of collecting and are proud to display their collections as part of their home décor. Some of them love collecting tableware, some are fridge sticker collectors, and some love travelling and carry back many interesting toys from all over the world. They display all their favourite things and are not afraid of the difficulties of cleaning, and it is naturally the greatest pleasure for them to clean their 'mini-collections' on a regular basis, so that the beautiful memories of each piece of artefact can come to mind. In modern homes, there are some greenery, but 44% of the residents have more than 5 plants in their homes, which we had not thought of before the survey. It is a very fashionable trend to create a rainforest-like botanical garden at home by making use of a wide variety of plant species. In addition, more than 30% of residents said that they regularly buy flowers, as well as doing ritualistic things at home, which are activities they do for pleasure. Interestingly, there are also residents who use scrubbing and regular housebreaking as a way to reduce stress. For these housekeeping enthusiasts, the satisfaction of their labour is also an important source of pleasure. Residents are also very enthusiastic about home DIY, making chandeliers, weaving tapestries, refurbishing small wooden furniture, remodelling security doors and even completing the entire renovation process themselves. After trying to make unique home furnishings or solving long-standing home furnishing pains, residents gained a great sense of achievement and pleasure from these DIY processes. In "Live Well", "value" and "practicality" have never been separated. While pursuing practicality, residents are very concerned about the value of home furnishings, and they have almost strict value standards for everything from the wall colour of furniture to the smallest piece of rags and sticky hooks, and the psychology behind this is that "looking good will make you feel happy". Meanwhile, in their quest for pleasure, residents pay special attention to hard furnishing measures that optimise their sensory experience. For example, it is widely recognised that a good bathroom experience is an important way to achieve a sense of well-being. Nearly 30% of bathtub owners have a miniature bathtub of less than 1.2 metres. Even the smallest bathroom should have a bathtub - to satisfy their quest to come home and relax after a long day out on the town. Residents are also paying more attention to the audio-visual experience, with projectors coming into more and more homes, and portable speakers of various brands allowing them to enjoy themselves with music anytime, anywhere. Every time we move, renovate, change the layout, buy home furnishings, etc. we are voting for the ideal life we have in mind. The next time you're choosing a piece of furniture or furnishings, ask yourself: what kind of life do I want to live? The changes we make to our homes will invariably affect our own lives and project into my 'future'.