24
2025
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07
Online penetration rate expected to exceed 70%, with social e-commerce becoming a new engine of growth
The "2025 Adjustable Desk Consumption Trend Report" released by JD.com's Consumer and Industry Development Research Institute shows that the industry's online penetration rate is expected to exceed 70% this year, with social e-commerce channels expected to account for 25%. Platforms such as Douyin (TikTok) and Xiaohongshu (Little Red Book) are becoming core platforms for product promotion.
Online channels are showing a diversified growth trend. Traditional e-commerce platforms still dominate, but the gross merchandise volume (GMV) of the adjustable desk category on Tmall and JD.com has increased by over 140% annually. Livestreaming has become a booming e-commerce platform. AILINK's Douyin livestream, launched simultaneously with the Shanghai Expo, generated sales exceeding 5 million yuan in a single session and attracted over 300,000 viewers. "Online is not only a sales channel, but also an extension of the on-site experience," said a Tmall home improvement representative.
Social content is driving changes in consumer decision-making. Xiaohongshu has over 500,000 posts related to "adjustable desk recommendations," and searches for keywords such as "sedentary savior" and "desktop transformation" have increased by 210% year-over-year. Related topics on Douyin have been viewed over 1.2 billion times, and user-generated user experience videos have a conversion rate three times higher than traditional advertising. Through scenario-based reviews by key opinion leaders (KOLs), Lechuang drove a 180% increase in online sales of its V9 series products.
The trend of online and offline integration is clear. Leading brands are accelerating their deployment of the "online ordering + offline experience" model. Easyhome has opened 120 dedicated experience zones for height-adjustable desks, staffed by professionals to provide height adjustment guidance. AILINK uses the GEO search engine to precisely direct traffic, with 30% of its in-store customers during the Shanghai Expo coming from online reservations.
Channel changes are driving price transparency. The online market has formed a dual-core structure: the mass market (priced between 800 and 1500 yuan) and the high-end (priced above 3000 yuan), covering 68% of consumer demand. Small and medium-sized brands, focusing on value through social e-commerce, have captured a 55% share of the sub-2000 yuan market. Leading companies are consolidating their presence in the high-end market by offering premium services. Lechuang's online average order value has reached 3200 yuan and continues to grow rapidly.
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