Perhaps, There Is Still A Chance To Upgrade Home Furnishing Clothes.

The new home furnishing brand still has the opportunity to enter the stock market and expand the market. But where is this incision?

Home furnishing clothes run away from business intelligence data show that 2017 Chinese pajamas home clothing market scale of 100 billion yuan, an increase of 20-25% over the same period. Analogous to the per capita possession of 10 or so per capita in developed countries, China has less than 2 household clothes per capita, and there is still a big gap between domestic spending on home furnishing and developed countries. Therefore, there is still much room for development in China's home furnishing market.

From the market concentration perspective, the market share of the top ten household clothing brands is less than 30%, and there is no leading brand. Therefore, the new home furnishing clothing brand still has the opportunity to enter the stock market and expand the market, but where is this incision?

I recently approached a household clothing brand "Zeroth.Lab elopement" aimed at upgrading the consumption crowd, wanted to learn from the work of European advanced customization, for the Chinese large-scale production of fashion, comfort and parity of home furnishing.

According to the founder and CEO Chen Yu, the traditional consumption concept, the proportion of work and home consumption is seriously unbalanced. People occupy 10 hours a day, accounting for 42% of the day, but household clothing accounts for less than 10% of the total clothing consumption (90% of the garments). With the awakening of self-awareness and aesthetics in middle-income and above classes, this situation is expected to be changed by the emerging consumption concept. People not only want to please others on their coats, but also pay more and more attention to the comfort and beauty of casual clothes.

But at present, the mainstream brands in the market can not meet the needs of consumption upgrading. There are two styles of home furnishing in China: urban-rural aesthetics and small refreshing, both of which are low in tonality, quality and unit price. The European and American advanced custom pajamas brands such as Three Graces, Laperla and so on, for domestic consumers, such as tailoring size and color are not suitable for Asians, plus import taxes and fees, and so on.