On March 30, 2018, a press conference on the results of the 2018 (26th) China market commodity sales statistics was held in the Great Hall of the People in Beijing.
Home textile consumption is transformed from durable goods to fast-moving consumer goods, and the frequency of consumption is increasing.
First, the growth rate of home textile retail sales in 2017 showed a downward trend
In 2017, the sales of key national large-scale retail entrepreneurs are still not very optimistic. According to the China National Business Information Center, in 2017, the sales of bedding retail sales of key national large-scale retail enterprises fell by 4.9% year-on-year, a decrease of 1.5 percentage points over the previous year. The second lowest growth rate since 2007.
The growth rate of retail sales in second, second and third tier cities declined
In 2017, the retail sales of bedding products in key retail cities in first-tier cities increased by 7.8% year-on-year, the second highest growth rate since 2010, second only to the growth rate of 14.5% in 2011; the retail sales of bedding in second-tier cities decreased by 10.7% year-on-year. It has been the fifth consecutive year of negative retail sales growth, and the second-tier cities continued to slump; third-tier cities' bedding retail sales fell by 0.05% year-on-year, down from 1.95 percentage points in the same period last year.
Third, the brand concentration is on the rise
In 2017, the concentration of our national textile brand increased significantly. The concentration of the top ten brands increased from 35.2% in 2016 to 37.4%. The variety of bedding products increased from 29.2% in 2016 to 32.8%. Compared with 2007 In the year, the concentration of bedding products showed a significant upward trend. The market concentration of the top ten brands in the bedding package increased from 29.8% in 2007 to 37.4%; while the concentration of bedding products in the top ten brands was also from 2007. 26.9% rose to 32.8%.
Fourth, the average unit price of brand home textiles has risen markedly, and high-quality products are favored by consumers.
According to the statistics of the China National Business Information Center, the average unit price of the bedding kits of the national key large-scale retail enterprises in 2017 was 595 yuan, up 60 yuan over the previous year. The average unit price of bedding products was 536 yuan, up 44 yuan over the previous year. In 2017, the average unit price of home textile products showed a significant upward trend. The price of kits increased by 11.2% compared with the previous year, and various items were up 8.9%. The price of kits rose slightly faster than various items. In recent years, the price of home textile products has increased by a large margin. Compared with 2009, the average unit price of bedding kits and various quilts has increased by more than 60%. Due to the high consumption flexibility of home textile products, home textile brand enterprises should not excessively raise prices, and they should stimulate market space by increasing product cost performance and increasing consumer consumption frequency.
5. Home textiles are transformed from durable goods to fast-moving consumer goods, low-frequency consumption to high-frequency consumption.
In the past, Chinese people's consumption habits of home textile products were more traditional. With the gradual change of consumption concept, home textiles changed from durable goods to fast-moving goods, from low-frequency consumption to high-frequency consumption. This change will further promote the transformation of the channels of China's textile market. For example, the mall channel is not experienced due to the channel. Although quality home textile consumption still exists, more and more people choose to buy relatively cheap home textile products online and keep it. Higher replacement frequency. For example, towels are originally low-frequency durable goods, and now many families will change towels regularly, and will not throw away when the towels are broken.
Sixth, products that embody lifestyle and emotional resonance are favored by young consumers
At present, China's economy has reached a certain level, especially the smallest 90-year-old has reached adulthood, and it has also entered the consumer stage after 00, which means that the switching of mainstream consumer groups can basically be completed. The education and growth environment accepted after 80, 90 and even 00 is completely different from that of 70. They pay more attention to the quality of the products themselves and care more about the way of life. For the 80s and 90s, they may turn to goods that bring inner satisfaction. Products that can cause emotional resonance are more favored; products that represent a lifestyle can also meet the needs of consumers and may become a new trend. For example, MUJI's sheets are covered by a simple lifestyle to resonate with consumers and convey the concept of returning to the essence of life.
Seven, home textile industry home development trend, cross-border integration has achieved remarkable results
With the improvement of living standards, consumers have a higher level of pursuit of quality of life, the emergence of the overall concept of home, so that many consumers enjoy the fashion and convenience of one-stop shopping. From curtains, sofas, bedding products to wallpapers, accessories, and furniture, the overall design is more attractive to consumers than simple bedding displays, enhancing consumers' desire to purchase. Secondly, “Grand Home†offers a variety of styles of household items and a variety of styles and styles of home furnishing, and with the changes in the seasons and fashion, giving consumers more choice, matching or combination of opportunities, thereby increasing the associated rate. Third, through deep exchanges and cooperation with ceramics, soft furnishings, furniture and other industries, through the mutual support, grafting and integration of the new cross-border new model, the realization of information resources sharing, common prosperity, and win-win results, get good results.
Eight, intellectual development, technology, green development has become the industry development trend
The production and manufacturing technology of our country's textile enterprises is more and more advanced, and the products are more and more intelligent, which has promoted the transformation of the home textile industry from “manufacturing†to “intellectual creationâ€. In the new retail era, the home textile industry must enter the intelligent , must use the big data, accelerate the intelligent design and development, understand the customer needs, establish the overall supply chain intelligence, and intelligent production with the core idea of ​​customized and humanized production. . In addition, in 2017, the key points in the report of the 19th National Congress pointed out that green development should be promoted. “Green clothing†and “green bedding†have become the mainstream of textile consumption. Products with green signs are increasingly favored by consumers.
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