Trend Analysis Of Home Textile Market In 2016

At the end of December last year, the Boston consulting firm (BCG) and the Ali Research Institute jointly released the China consumer trend report. It is estimated that in the next 5 years, the Chinese consumer market will have an increase of US $2 trillion and 300 billion, which is equivalent to 1.3 times the current scale of the consumer market in Germany or the UK.

Despite the slowdown in China's economy, the growth rate of China's consumer market is expected to remain the world's leading level.

Therefore, Wei Jiehong Walters, one of the authors of the report, said: "consumer goods companies must continue to be concerned about the Chinese market. China will remain one of the biggest opportunities for global growth," said Jeff Walters.

Under such a prediction, will household textiles, one of the consumer goods, usher in a new round of sales spring?

In the new and old years of communication, "China textile daily" reporter interviewed Yang Zhaohua, President of China Textile Association, he said, although in recent years,

The growth of domestic sales slowed down and the foreign trade decreased obviously. However, the industry still has confidence in the development of 2016, and whether spring sales can come can still be expected in many efforts.

Is it a paradox that rising incomes and falling consumption?

Speaking of the development of home textile industry in 2015, Yang Zhaohua said: "at present, the statistics of the whole year have not yet come out completely. In 2015 1~10, the main business of home textile enterprises increased by 0.2% over the same period of the year. It is not easy to say whether the whole year is flat or changing, but the slowdown is fixed."

It is understood that despite the severe economic situation at home and abroad in 2015, the production situation of home textile enterprises is not bad, the development is relatively stable, and the output growth is about 3%.

But the biggest problem facing the home textile industry is the lack of market capacity for terminal products.

Yang Zhaohua said: "in 2015, the consumption of home textile products in the domestic market increased slowly, and the prices of home textile end products were still not up."

Insiders have said that household

The demand is more sensitive to the income of the residents. The demand for the home textile products largely depends on the change of income.

Is it the slow growth of Chinese consumer income that leads to insufficient consumption capacity? According to the National Bureau of statistics, the per capita disposable income of urban and rural residents in China in the first three quarters of 2015 was 16367 yuan, an increase of 9.2% over the nominal period, and the actual growth of 7.7% was deducted from the price factor.

Among them, the per capita disposable income of urban residents was 23512 yuan, the nominal increase was 8.4%, and the actual growth of the price factor was 6.8%.

As we all know, in recent years, China's labor costs have been rising.

The increase of employee wages has made production enterprises complain repeatedly. It is precisely because of this, many textile enterprises, including home textiles, have gone to Southeast Asian countries to find cost depressions.

So when these people who are both labor force and consumers are getting longer, why do they consume less domestic textile products? For this reason, Yang Zhaohua explained: "after rising incomes, consumer spending also has priority ranking order.

It can be seen that home textile products are not the most preferred category for most consumers to improve their lives and increase their expenses.

How can the "town pie" be eaten?

This is just like most people imagine that urbanization will lead to consumption growth, but it has not seen any success in home textile consumption.

China's current resident population urbanization rate has reached 55%, according to the "13th Five-Year plan", by 2020, the resident population urbanization rate reached 60%, which required an increase of 1 percentage points per year, involving about 10000000 people.

Yang Zhaohua said that more than that: "during the '13th Five-Year' period, our country has to solve 3" 100 million people ", has entered the city of 100 million people, to improve the treatment of citizens; the Midwest and 100 million people to enter the city; and pformation of urban villages, involving 100 million people, urbanization will create huge demand.

In recent two years, it has been said that urbanization is the main growth point of the home textile industry, which is not wrong in theory.

However, when combining theory with practice, it is much more complicated to increase the consumption of home textiles, so we can not wait for the pie to fall, but we must take the initiative to open up the market.

According to the China consumption trend report, the number of consumers in the upper middle class and the rich class is increasing in China with an annual income of more than 24 thousand US dollars, and 81% of China's urban consumption increment is expected to come from the upper middle class and the affluent consumers.

In this regard, Yang Zhaohua made the same judgement: "consumption habits are very important. If we want to upgrade consumption, we need to continue to consume education for consumers from relatively rich areas such as coastal cities.

This is what we have been doing in recent years. For example, in order to solve the problems of the use of towels and the lack of awareness of towel usage, the association has launched various promotional measures such as issuing a guide to household textiles consumption and convening a public health promotion conference for towels.

According to statistics, more than ten million people have been educated in towels for scientific consumption.

If everyone can consume more than one towel per month, the market increments of towels will not be predicted. "

"Production service" has broad prospects for supply.

"Apart from how to make people use more than two towels, we also test mites for core products, and use scientific data to urge consumers to change towels, quilt covers and even curtain products.

The purpose of doing this is to tap potential consumer space.

This year, the China Textile Association has focused on the area of curtains in consumer education.

Yang Zhaohua said: "according to the survey, Chinese consumers now change their curtains every 7 years on average, and during this period they seldom wash, not because consumers do not want to wash, but because they usually do housework at home, usually because of the problem of hanging up and hanging up.

If the washing and washing is convenient, consumers will probably increase the frequency of cleaning. The replacement frequency of curtain products can also be changed to every 3~5 years, and the capacity of curtain industry will be increased by 50%.

"Therefore, manufacturers and distributors should not emphasize too much on the market, but also look for reasons for themselves and see if they have provided enough good services."

He said that this is also an important reason for the industry to encourage the pformation of home textile enterprises from production enterprises to production and service enterprises.

It is fundamental to do well in products and services. Only by constantly improving services and guiding consumption can we really promote consumption upgrading.

In recent years, "

With the rapid development of the concept, too many enterprises over think how to make use of the Internet to promote and expand sales, but ignore the essence of business.

The purpose of consumer education is to increase consumption and increase sales of home textiles.

After the volume comes up, the enterprises should lower the price and provide the best products at the best price. Therefore, the consumers will increase consumption and consumption will promote the development of the industry. Such a good recycling system is the ideal development mode of the home textile industry. "

Yang Zhaohua said so.

2016 home textile market forecast: how much more can the consumer pull?