Online
51%
10%
40%
Online for In-Store Pickup
In-Store
Store Displays or
Window Shopping
51%
Friends or
Family
38%
eCommerce
Websites
36%
Social
Media
35%
33%
REPLACEMENT
17%
MOVE/REMODEL
20%
NEW BRAND
39%
NEW STYLE
19%
NEW INNOVATION
For More Information Contact: Corporate Strategy & Insights at [email protected]
Source: All content sourced from Cotton Incorporated’s 2020 Home Textiles survey, a survey of 500 Chinese consumers conducted on
March 12-30, 2020. Additional Sources:
1
2020 Euromonitor International Economies and Consumers Annual Data
AMERICA’S COTTON PRODUCERS AND IMPORTERS. Service Marks/Trademarks of Cotton Incorporated. ©2020 Cotton Incorporated.
HOME TEXTILES
SUPPLY
CHAIN
INSIGHTS
IN CHINA
COTTON INCORPORATED’S
Chinese consumers spent ¥167 billion ($23.4B USD) on home textile products
in 2019. While a drop in spending due to the COVID-19 pandemic is
expected in 2020, this market is projected to recover by 2021 and to show a
5-year growth of 42% with ¥238 billion ($33.4B USD) spent in 2024
1
. Consumers
seek quality and comfort, paying attention to fiber content to bring them
safe and sustainable home textiles.
KEY INSIGHTS
Meet consumer
demand using
sustainable fibers
such as cotton.
90%
WANT HOME TEXTILES TO BE
ENVIRONMENTALLY FRIENDLY
Consumers see
the role fiber plays
in softness, quality,
comfort, and
sustainability.
79%
SAY 100% COTTON IS
IMPORTANT FOR HOME
TEXTILES
Consumers try out
new styles, brands,
and innovations.
68%
LOOK FOR NEWNESS WHEN
BUYING HOME TEXTILES
PURCHASEDRIVERS
Sheets & Bedding
78% say it is important to know fiber content of home
textile products because it tells them:
• Quality 83%
• Comfort 83%
• Breathability 81%
• Durability 78%
• Softness 77%
Towels
• Softness 82%
•
Doesn’t Hold Odor 80%
• Quality 79%
• Durability 77%
• Perf. Features 74%
Sheets & Bedding
• Softness 48%
• Comfort 43%
• Quality 41%
• Safety of Fiber 34%
• Sustainability 32%
Towels
• Softness 47%
• Comfort 45%
• Safety of Fiber 40%
• Absorbency 38%
• Quality 37%
hinese consumers look for something new when buying home textiles,
whether style, brand, or a novel innovation. Many look to digital
sources for inspiration (71%), especially as the COVID-19 pandemic limits
in-person shopping. Brands and retailers can showcase new offerings online
with technologies such as live stream shopping events and
virtual/augmented reality.
C
MARKETOPPORTUNITIES
REASONS TO PURCHASE NEW HOME TEXTILES
TOP
5
SOURCES OF INSPIRATION
SOCIAL MEDIA SOURCES OF INSPIRATION
(among those who get home textile ideas from social media, N=141)
METHOD OF LAST PURCHASE MADE
WHERE PURCHASES WERE MADE
Sheets & Bedding
• Online Only 32%
• Mass Merchant 17%
• Home Specialty 16%
• Department 15%
Towels
• Online Only 38%
• Department Store 25%
• Mass Merchant 24%
• Home Specialty 8%
Average # of
Products Owned
Average ¥
Spent (USD)
11
13
3 3
¥107
($15)
¥613
($86)
Towels Sheet Sets Bedding Blankets
83%
believe quality sheets
and bedding can help
them sleep better
87%
consumers willing
to pay more for
quality.
Douyin
63%
WeChat
44%