Bedding: Roley Euromonitor International Co Released China'S High End Bedding Market Report

In the post epidemic stage, with the domestic economic recovery, the domestic and international dual cycle macro policy drive, and the continuous upgrading of consumer consumption, mainstream home textile enterprises have shown their advantages in the concentration of medium and high-end markets. In order to comply with this trend, home textile enterprises set up a multi brand matrix to meet consumers' pursuit of high-quality life. Based on the brand side's insight into the competition situation in this subdivision field, recently, Roland and and Euromonitor International jointly released the white paper "China's high-end bedding market report" based on their in-depth insight into the home textile industry, and launched an in-depth study on China's high-end bedding products, and studied and analyzed the overall market size, growth rate, thrust, resistance and barriers of high-end bedding, We have a deep understanding of the main market scale and development history of each enterprise, and forecast the development prospect of high-end bedding products in the next 2-3 years.

Define standardization of high end bedding

Bedding refers to the set, quilt core and pillow core placed on the bed for people to use when sleeping. High end bedding mainly refers to the bedding made of advanced technology or scarce materials. The retail price of high-end bedding is generally above 3000 yuan. The main composition and mainstream classification core of high-end bedding are three categories: Suite, quilt core and pillow core.

The domestic high-end bed products market has experienced the germination and cultivation period of introducing foreign brands and foreign technologies, to the development period of independent research and development technology of domestic excellent home textile enterprises

The development of high-end bedding market has experienced three stages as a whole: the germination period from 2003 to 2007; Cultivation period from 2008 to 2016; There are three stages of development from 2017 to now. In 2003, domestic home textile enterprises began to explore the high-end bedding market for the first time, fuana was the first to set up its high-end brand visa. In 2005, Roley established a strategic cooperative relationship with Sheridan and introduced the latter into China. Italian brand ROCAF enters China through agent. Hunan Mei home Technology Co., Ltd. was established, fully responsible for the brand operation of Mei mine. The following cultivation period is that manufacturers try to further settle in the high-end market by introducing foreign advanced bed product technology from Japan, Italy and other places, and actively exploring overseas brand agents or investing and acquiring overseas brands. Since 2017, the major high-end brands have vigorously developed technology and tried to differentiate their products. Hundreds of domestic brand bed products patent technologies have been put into full play. In 2018, rolai launched the first generation core soft technology texsoft with independent intellectual property rights, which made the fabric more fluffy and soft, and launched high-end "quintessence" series products. Rolai and European textile industry advantages form a systematic strategic cooperation. In terms of material selection, it cooperates with German hundred year old silk brands to enhance the advantages of silk fiber. In terms of production process, it actively adopts the leading technologies such as Italian long staple cotton jacquard process and Spanish Super Soft high precision digital printing, so as to create a complete series of imported home textile products. In 2020, miza 45 Egyptian long staple cotton is used, together with T1000 high count and high density Italian technology to create a series of "thousand yarn brocade" bed products. The cotton material presents a better touch and luster. In the same year, rolai cooperated with patone to create rolai wedding red and the palace museum culture to release the emperor's wedding joint name; At the same time, actively explore the high-end wedding market, put forward limited pure hand embroidered silk products, to provide consumers with "super soft" bedding experience.

In recent years, the high-end bedding market in mainland China has maintained a relatively stable growth, and the overall market size is expected to reach nearly 9.36 billion yuan in 2022

The overall market size of high-end bedding in mainland China in 2017 was 7.34 billion yuan, and the compound growth rate of overall retail sales in 17-19 years was 5.6%. Affected by the epidemic situation in 2020, the year-on-year increase is about 1%, and the overall high-end market scale is 8.25 billion yuan. It is expected that the growth in 2021 will resume, and the overall market volume is expected to reach nearly 9.36 billion yuan in 2022, achieving an annual compound growth rate of 6.5%.

National policies lay the foundation for industry development, and consumption and industrial upgrading lead the industry development

The national policies such as "textile industry adjustment and revitalization plan", "guidance on accelerating the construction of clothing and home textile independent brands" and "12th Five Year Plan" of textile industry have pointed out a clear direction for the development of China's bedding industry and laid a foundation for the steady development of the whole industry.

In addition, the core of the demand side highlights the strong growth of luxury consumption capacity, and the root cause of the demand side growth is the national economic development driving consumption upgrading. As a symbol of status and luxury, high-end bed products appear in residents' lives, which promotes the development of the overall market. The second point is the promotion of compensatory consumption based on enjoyment under the pressure of social survival. With the increasingly fierce social competition and increasing life pressure, consumers have more motivation and demand to buy and enjoy high-end bed products, To compensate for the stress and fatigue in daily life.

On the supply side, intelligent manufacturing leads the industrial upgrading. As domestic enterprises increase the research and development of spinning and weaving integration and intelligent control system, machines replace labor, the introduction of the Internet of things, and the whole process of automatic production, that is, the monitoring system platform unifies the supervision and control, so as to realize the interconnection of all production elements in the workshop, It greatly improves the production efficiency and saves the labor cost. The precise control of the whole process not only effectively stabilizes the production quality of high-end bed products, but also effectively uses and saves the amount of expensive materials, reduces the production cost, and promotes the upgrading of the intelligent industrial chain as a whole.

Due to the scarcity of materials and the high difficulty of technology, the mass production of high-end bed products is constrained. At the same time, the overall consumer awareness of bed products still needs to be improved, and the high-end bed products market needs a certain period of cultivation

In 20 years, the overall scale of high-end bedding market is less than 10 billion. On the one hand, the production materials of high-end bed products are scarce and the process is complex. For example, in terms of the number of pieces, the production process of 1800 pieces of 160 pieces of high-end bed products is very complex, which is a big challenge for the domestic home textile industry at this stage; The high-end materials are Egyptian cotton and silk, which are expensive and scarce. On the other hand, the industry education is insufficient, and consumers are not aware of and sensitive to the upgrading of bedding products. Many consumers still use heavy and poorly ventilated quilts. Compared with the consumers in developed countries, the frequency of bed products updating of Chinese bed products consumers is lower and their use habits are relatively backward.

The market concentration of high-end bedding products in mainland China is high. Rolai ranks first in the industry with a market share of 21%. It is expected that Roland will continue to lead the industry in the future

Euromonitor International makes statistics on the market share of high-end bedding in mainland China in 2020 by retail sales through public information sorting and in-depth expert interviews. At present, the market share of the top five brands in the high-end market is 21%, 17%, 15%, 13%, 8%, and 26% respectively. The competition pattern can be interpreted from four dimensions: 1. Luolai home textile ranks first in the industry with 21% share; 2. Leading players have been deeply involved in the industry for many years, mainly focusing on domestic brands; 3. High end bedding market is highly concentrated and will continue to be maintained in the future; 4. New players are limited, and Roley is expected to continue to lead the industry in the future.

Luolai company focuses on the main business of home textile, arranges the home furnishing industry, extends the company's product line, and explores all kinds of home furnishing business models

As early as 2005, Luolai company actively built a high-end multi brand matrix, forming a situation in which Luolai home textile, langwan home furnishing, oerona, Sheridan, Zucchi, bassetti and other high-end home textile brands work together. In the past 30 years, it has been focusing on the main business of home textile. At present, it has its own brand, acquired brand and agent brand, and its product line extends from home textile products to large home textile small home furnishing and furniture field. In order to continuously improve the user's cognition, purchase experience and high-end washing and care experience, the company has nearly 3000 sales outlets nationwide, covering nearly 1200 cities in China. The company has laid out an omni channel retail system, constructed mobile, PC and physical terminal services, and integrated online and offline consumption closed-loop. The offline channel is combined with direct marketing and franchise, and the strategy of big store (more than 300 square meters) is adopted. The current stores are mainly distributed in the first and second tier cities, focusing on Jiangsu, Zhejiang and Shanghai in regional development. Luolai company actively arranges official B2C platform online, including PC terminal, micro mall and small program, and realizes full channel coverage in third-party e-commerce platforms such as tmall and Jingdong.

Luolai home textile - rich product categories, layout of Omni channel retail system, with domestic first-class production line

As the main brand of Luolai company, Luolai home textile has a wide range of domestic channels, high brand awareness and strong comprehensive strength. The products cover 11 categories and more than 2000 varieties, such as luxury suite, European style kit, children's kit, blanket, household clothing, cushion, towel, mattress, quilt, pillow core and summer bedding. At the same time, it has a large-scale 453 mu production base, with a construction area of 120000 square meters. The base has realized the comprehensive ability of research and development, production, logistics, training, staff leisure and other functions. In order to continuously deepen the offline channel, Luolai home textile realizes the multi-channel contact layout of online and offline in the way of new retail, and actively carries out the all-round marketing and information infrastructure construction around the user life cycle.

Focusing on product differentiation, functional diversification, green technology, service and experience upgrading are the main development directions of high-end bed products market in the future

The future development of high-end bedding market will focus on five core directions: product design differentiation, product function diversification, precision marketing, personalized customized service, green environmental protection and intelligent automatic production mode of production process. The differential design of bedding is mainly reflected in the differences of home culture, regional culture, fashion culture, age level and brand style. This kind of differentiated design and directional design for subdivided consumer market will become the development trend of industry technology. At the same time, with the improvement of people's living standards, consumers pay more and more attention to the functionality of products. While pursuing beautiful and high-quality bedding fabrics, they also pay more and more attention to the health care, water and oil resistance, insect and mite prevention, intelligent health monitoring and other functions of bedding. Under the trend of specific current crowd demand and product ability upgrading, enterprises will continue to target audience groups, carry out accurate marketing, accurately target customer groups, do their own member management system, cultivate customer loyalty, and carry out more and more customized brand marketing activities. In terms of product technology, the use of green environmental protection materials has become a trend, and the competition in the bedding industry is becoming increasingly fierce today. Whether from the perspective of national policy advocacy or from the perspective of market consumption demand, green environmental protection has become a development trend. Finally, at the production mode level, the home textile industry is a labor-intensive industry. Due to the continuous increase of labor production costs, international advanced home textile enterprises continue to improve the level of production line automation. At the same time, how to effectively realize the application of automation technology, improve the production efficiency and product quality, at the same time, improve the utilization rate of raw materials will become a new journey for home textile enterprises to continue to obtain more market share of high-end bed products in the future.