The hottest home textile industry has lost more th

2022-10-20
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The home textile industry has lost more than 4000 brands in a year, with a 50% elimination rate

summary: what are the future opportunities for the home textile industry? In the county township market, we should build a popular brand and grasp the outlet of rural residential environment and consumption upgrading. There is also an opportunity to cultivate in the first, second and third tier cities, make a full range of bedrooms, and provide bedroom sleep solutions; Take healthy sleep as the core, and pay attention to material, comfort, environmental protection and health

it refers to the bedding industry, that is, what we often call four piece sets and throw pillows. Listed companies such as Raleigh, fuana, Mengjie, mercury and so on do this

in January 2017, there were 8888 brands in the bedding industry, which is very lucky, four 8

surprisingly, by January 2018, the number had dropped to 4570 in a year, and the proportion of brands eliminated was close to 50%. Moreover, the market share of the top 10 bedding products added up to 33.2%

the amount of dissemination and quotation of this data is relatively large, which can be seen on several industry stations. When some analysis articles involve the bedding and home textile industry, they habitually cite this conclusion

whether the brand elimination rate is close to 50% or the top 10 market share of some domestic manufacturers and research institutes is 33.2%, it is rare in all Pan home furnishing industries

however, no statistical results from relevant associations or statistical bureaus were found in daimateria research. The National Bureau of statistics has a home textile industry that ensures the progressiveness of the system. From January to November 2018, 1861 home textile enterprises above designated size were counted, and the main business income was 193.032 billion yuan

the home textile enterprises counted by the Bureau of statistics are distributed in the three main sub industries of fabric art, towels and bedding. Among them, 988 Enterprises above designated size were counted for bedding. The revenue from January to November 2018 was 101.782 billion yuan, an increase of 2.87% year-on-year

only enterprises above designated size are involved, but the overall number of enterprises or brands in the bedding industry has not changed

another data is from the Bureau of statistics. In the first three quarters of 2017, the number of Enterprises above Designated Size in the home textile industry was 1916, 55 more than in the first November of 2018. We should think about problems based on long-term interests

among them, 1037 bedding enterprises have become 988 by November 2018, equivalent to a decrease of 49

combined with multiple indicators such as the total retail sales of building materials and home furnishing stores in 2018, the trading volume of new commercial residential houses and second-hand houses, and the sales volume of home furnishing e-commerce, daimateria research believes that the demand change of the whole bedding market is estimated to be small, and the prediction of forward-looking and other institutions believes that the size of the home textile and bedding market will maintain a small growth

according to the data of the prospective industry research institute, the market scale of China's home textile industry in 2011 was 27.3 billion yuan. In 2016, it exceeded 200billion yuan. In 2017, it increased to 216.8 billion yuan, with an annual CAGR of 7.9%

there should be 232.5 billion yuan in 2018 and more than 250 billion yuan in 2019. In 2021, it increased to 293.7 billion yuan, with an annual CAGR of 7.9%

according to the statistics of the Bureau of statistics on Enterprises above Designated Size in the home textile industry, it is estimated that bedding accounts for 50% - 60% of the market size of 250billion yuan

it is worth noting that the revenue growth rate of bedding Enterprises above Designated Size in the first 11 months was only 2.87%, and the proportion in the total market size did not increase too much, which means that the squeeze on small and medium-sized companies has not become particularly serious

since the whole market scale is growing, the number of Enterprises above Designated Size and the scale of revenue have not changed much, so the elimination rate faced by small and medium-sized enterprises will not be too high

the reason is very simple, because the revenue growth of Enterprises above designated size is less than 3%

normally, daimateria research combs the losses of the pan household industry in recent years. Taking the furniture industry as an example, it generally maintains a loss of about 10% - 15%, and the elimination rate based on bankruptcy is certainly not more than this proportion

only a small number of loss making companies will close down in the same year, and most of them will continue to operate, reverse the situation, and may also go bankrupt in the new year

therefore, don't be too nervous. The elimination rate of the bedding industry is not particularly serious, which is basically consistent with the profits and losses of the entire pan household industry

there is one detail to note. In an industry, the first and second tier brands are relatively easy to count. After all, there are more or less information left in public channels, including officials, official account, and possibly industry associations

but many local small and medium-sized brands are difficult to count

an enterprise may promote several brands at the same time, such as Mengjie alone, which has multiple sub brands such as Mengjie, Mei, Dafang sleep, baby, search, plain aesthetics, etc

according to the adjustment of the business plan, some of them may be removed at any time. In small and medium-sized enterprises, the survival status of segmented brands is relatively random. Unless there are brands with certain popularity and coverage, this will not be shut down at will

therefore, it is very difficult to monitor the changes in the number of specific brands. If the monitoring of the whole market can be refined to this extent, big data will really make progress again

let's take a look at the market concentration of home textile and bedding industry

in the main businesses of several listed home textile companies, there are bedding businesses, including Vosges shares, Raleigh life, fuana, Mengjie shares, DUOXI, mercury, etc

some of these companies have already made financial statements in 2018, and Mengjie and duolik have increased their revenue by more than 20%. Fuana is the one with a growth rate of just over 10%; Vosges and Raleigh's growth rates are in single digits

in terms of revenue, Luolai life is 4.815 billion yuan, fuanna 2.918 billion yuan, Mengjie 2.348 billion yuan, duofan 903 million yuan, Vosges shares 5.171 billion yuan (home textiles account for about 80%), and mercury home textiles is expected to be about 2.5 billion yuan

in addition, like dream lily, in addition to making mattresses, another main business is memory cotton pillows, which belong to bedding. The revenue of this part in the first half of 2018 is 237million, which may be close to 600million for the whole year. The listed company Xilinmen also has bed products business

if the revenue of these listed companies is added together, only the revenue of bed products business is added, the total is about 20 billion

considering the unlisted advantageous enterprises, such as violet, Boyang, Hengyuanxiang, Antarctica, beijirong, Vico, Kaisheng, yafangting, Menglan, Yalan, Nanfang beddings, red beans, magnificent, Yuanmeng, daifuni, Baoman, old tailor and other second and third tier brands, they can add up to more than 30 billion

it is estimated that the top 10 bed brand enterprises will add up to about 20billion. Compared with bed products enterprises above Designated Size, the revenue of 2018 may be close to 120billion, and the top 10 can only account for about 15%

in addition to the above scale bedding enterprises, there are thousands of small and medium-sized companies, which do not advance to the level of "above scale", but each company also has millions to hundreds of millions of revenue. Adding in the revenue of these waist and bottom companies, the top 10 bedding companies can account for about 10%

except for listed bedding enterprises, there are still some invisible giants that have not surfaced. For example, there are still companies at the same level as Raleigh life, with annual revenue of 450 million to 50 billion. But we haven't found many such faucets

therefore, the market concentration of some plastic resins (such as PVC, PP, PS, pc/pbt, etc.) that are sensitive to low-temperature brittleness is not so terrible, and is still at a relatively low level. Even small and medium-sized brands in a certain place have the opportunity to win the national championship, strengthen confidence, find ways, and stand out

of course, we can't ignore that the market concentration is indeed rising step by step. With the emergence of several listed companies and the strength of some leading brands, the living space of small and medium-sized home textile bedding enterprises will be further compressed, and the phenomenon of loss and bankruptcy will be more common

the blank market in the home textile industry, including bedding, is still vast. For example, in many counties and towns, we rarely see the presence of first and second tier brands. Many local residents buy some unknown brands, and many families buy them in the market, and there are no brands at all

as of September 26, 2018, there were 1347 counties in China, including 1335 counties in the mainland. There are many counties here, and our well-known brands have not been covered

where are the opportunities in the future? In these county and township markets, we should build popular brands and seize the opportunities for upgrading rural living environment and consumption

there is another opportunity for those who are deeply involved in the first, second and third tier cities to do a full range of bedroom categories and provide bedroom sleep solutions; With healthy sleep as the core, achieving a higher level in material quality, comfort and environmental health indicators will naturally be popular and promising

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