Consumption Upgrading Spawned Four Major Trends In China'S Home Textile Industry

It is predicted that the market scale of China's home textile industry will exceed 250 billion in 2019.

As one of the three major terminal industries of textile industry, home textile industry is a traditional livelihood industry, playing an important role in stimulating domestic demand growth, promoting employment and building ecological civilization.

According to the statistical data released by the prospective industry research institute, "China's home textile industry development prospect prediction and investment strategic planning analysis report", the market scale of China's home textile industry has reached 137 billion 300 million yuan in 2011.

By 2016, the market size of China's home textile industry exceeded 200 billion yuan.

By the end of 2017, the market size of domestic textile industry increased to 216 billion 800 million yuan, and 2011-2017 years CAGR was 7.9%.

It is initially estimated that the market scale of China's home textile industry will reach 232 billion 500 million yuan in 2018.

It is predicted that the market scale of China's home textile industry will exceed 250 billion in 2019.

With the growth of per capita disposable income in China, the proportion of the middle class in the population structure has been rising, and the new characteristics of home textile consumption have been paid more attention to brand and quality, individualization and customization.

In addition, with the increase of the income of the three or four tier cities and the increase of the consumption capacity of customers, the trend of consumption upgrading has opened up a new market for high-end home textiles. It is predicted that the scale of China's home textile industry will reach 293 billion 700 million yuan in 2021, and that of CAGR in the 2017-2021 years will be 7.9%.

On the one hand, the per capita home textile consumption still has room for improvement. On the other hand, the leading foreign companies are always developing new household products on the basis of stabilizing the advantages of home textiles, opening the "big home" industry space and more imaginative space.

In 2016, the per capita consumption of home textiles and bedding products in China reached 145 yuan and 82 yuan respectively, significantly lower than that of other major developed countries.

It is estimated that China's home textile industry has a 2016-2021 compound growth rate of 4.9%, ranking second only in sports clothing and footwear industry, and at the same time, the growth rate will far exceed that of the major developed countries.

China's home textile competition is stable, and local brands are excellent. The first tier home textile brands include Luo Lai life, fuanna, mercury home textiles and Meng Jie shares.

Before 2013, the market share of the four home textile enterprises totals 4.49%, of which the market share of the home textiles leader Luo Lai is 1.53%, followed by fuanna and mercury home textiles, and the market share is 1.13% and 0.96% respectively.

The concentration ratio increased significantly in 2017. The market share of the top four enterprises increased by 1.01pct to 5.38% over the same period, and the market share rose by 0.6pct to 2.15%.

With the increase of raw material prices and the pformation of retail channels, the survival space of small and medium-sized home textile enterprises has been further compressed.

In January 2017, the number of bedding industry brands was 8888, down to 4570 in January 2018, and the ratio of brand elimination was close to 50%.

In 2017, the top ten brands of bedding accounted for 33.2% of the market share, and the industry concentration increased significantly.

Benefiting from the change of retail channel, the growth rate of the leading line is getting warmer.

With the gradual pformation of department stores into experiential consumption formats, the small and medium-sized home textile brands are forced to quit, and the competitive environment of the leading home textile brands is significantly improved.

In the past 2014-2016 years, the sales volume of the top four Brand Company (Luo Lai life, fuanna, mercury home textiles and Meng Jie shares) fell from 6 billion 843 million yuan to 6 billion 745 million yuan, while sales in 2017 rose 25.47% to 8 billion 463 million yuan over the same period last year.

The continuous growth of the industry is driving the overall growth rate.

Due to the relatively high degree of standardization of home textiles, suitable for online sales, coupled with the continuous adjustment of the offline channels in recent years, the traditional home textile enterprises have developed from line to line.

The leading brands benefited from higher brand awareness and electricity supplier flow, and the leading electricity supplier developed rapidly.

In 2017, the leading enterprises of home textiles maintained a high growth rate, and the proportion of e-commerce sales increased further.

In addition to Meng Jie shares, the growth rate of electricity providers is basically around 40%, accounting for over 20%.

Among them, the sales volume of the electricity supplier of mercury home textiles is the highest, and the sales volume of 2017 mercury business is 953 million yuan, accounting for 38.7%.

China's home textile industry is the most promising and fastest growing sub sector in the entire textile industry.

Bedding as a sub industry of home textile industry, its gross industrial output value accounts for 1/3, and its prospects for development are also broad.

In developed countries, the consumption of household textiles and clothing and industrial textiles form the "three parts of the world" in the textile industry. In China, the proportion of household textiles, clothing and industrial textiles is 12:80:8, the gap is bigger, which indicates a larger development space.

Therefore, according to China's social and demographic structure, with the acceleration of the urbanization process, the continued growth of the domestic marriageable population will continue to drive the home textile industry to sustain growth from the two factors of migration and wedding.

At the same time, with the gradual implementation of the national income doubling plan, the growth of per capita disposable income of domestic residents and the demand for consumption upgrading will also appear one after another, which will strongly support the replacement demand of home textiles.

1, polarization of textile industry division of labor

This era is an era of extremely rich products, and the final development of the industry will be polarized. Some manufacturers are pformed into pure product suppliers, while some of them are pformed into pure brand operators.

2, branding industry terminal brand.

With the continuous progress of the times and the continuous improvement of living standards, material life enters the brand era. The same product, through brand packaging and professional services, forms the added value of products, enhancing the value of products in the minds of consumers, thereby affecting consumer psychology.

3, multi style stores become a trend

Unified brand VI identification system, the overall atmosphere, professional services, so that consumers enjoy the brand experience.

Everyone has different dreams of their own home, so the diversity of home decoration design becomes inevitable.

4, standardization service is the core competitiveness.

Let consumers experience "one-stop" consumption, thus forming exclusive value of exclusive stores.

Therefore, how to strengthen brand service and enhance the core competitiveness of exclusive stores will become a new research topic for every businessman.