According to the data in Internet+ Household Textile Industry Market Research and Prospect Forecast Report released by Forward Industry Research Institute, the market of China’s household textile industry developed steadily from 2011 to 2017, and the market scale was expanded year by year. In 2017, the market scale of China’s household textile industry reached RMB 211.3 billion, and it was increased by 3.78% on the year-on-year basis compared to RMB 203.61 billion in 2016. Currently, China’s household textile product industry is in the stage of rapid growth.

2011-2017 home country textile market size

In the developed countries in Europe and America; the household textile product industry has formed the clear brand pattern, and the household textile enterprises mainly represented by ZUCCHI, TRUSSADI and ESPRIT, etc. have had the distinct product design style and the whole industry has entered the matured stage. However, no national household textile brand of the certain influence has been formed in China.

Consumption proportion of the household textile products in China is to be promoted

In China, the household textile industry is mainly pulled by moving to new house, the wedding celebration market and daily replacing demands and the per capita consumption of the household textile products in China has accounted for no more than 1% of the consumption expenditures. Data of the household textile enterprise Luolai Group in 2017 showed that 20% -30% of the turnovers came from the house sales and wedding celebrations.

wedding celebration series

130 million emerging middle-class people are the main target

With the wave of consumption upgrading, more and more brands have positioned the emerging middle class people as the main target users: according to the data of Chinese Academy of Social Sciences, there have been 130 million emerging middle-class people in China. The emerging middle-class people tend to be born in the ordinary family, be well educated, have the certain consumption capacity and have the high life taste, which reflect in shopping as pursuing the quality, being willing to pay for the brand premium and pursing the cost performance.

According to estimation of The Economist, the number of the middle-class people in China will exceed 470 million by 2020, and the middle-class and rich-class consumption will account for 81% of the overall consumption in China. Currently, the consumption upgrading across China has started, and the home consumption has also gradually tend to simplicity, environmental protection, intelligence, personality and design and has triggered the supply-side reform.

The emerging middle-class people in China value the environmental protection, design sense and price for the home decoration. With the broadening field of vision, people have had the increasingly high requirements for the life quality, and the consumers have been more willing to spend money on the materials and design.

Additionally, with the influence of Western minimalism on the young people in China, the European luxury style has started to be replaced by the simple style. Plus the desire for the nature and the strong return of industrial aesthetic trend, the home decoration has said goodbye to the decorationism that once prevailed and has begun to return to the minimalism.

Muji Style is popular in China

(Source:JJGLE.COM)