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.
Consumers see the role fiber plays in softness, quality, comfort, and sustainability.
Consumers try out new styles, brands, and innovations.
90% want home textiles to be environmentally friendly.
79% say that 100% cotton is important for home textiles.
68% look for newness when buying home textiles.
Consumer-Owned Home Textile Products
Towels
Avg. 13 owned
Avg. ¥107 ($15) spent
Bedding
Avg. 3 owned
Sheet Sets
Avg. 11 owned
Avg. ¥613 ($86) spent
Blankets
Avg. 3 owned
Purchase Drivers
Consumers purchase
home textile goods
like sheets, bedding,
and towels due to:
Sheets & Bedding
83% – Comfort
83% – Quality
78% – Durability
77% – Softness
81% – Breathability
Towels
79% – Quality
77% – Durability
82% – Softness
80% – Doesn’t Hold Odor
74% – Perfect Features
Fiber Content
78% say it’s important to
know fiber content of
home textile products
because it tells them
about:
Sheets & Bedding
48% – Softness
41% – Quality
43% – Comfort
34% – Safety of Fiber
32% – Sustainability
Towels
47% – Softness
37% – Quality
38% – Absorbency
40% – Safety of Fiber
45% – Comfort
Market Opportunities
Chinese 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.
87% of consumers are willing to pay more for quality.
83% believe quality sheets and bedding can help them sleep better.
Top 5 Reasons to Purchase New Home Textiles
Replacement
33%
New Style
39%
New Innovation
19%
New Brand
20%
Move/Remodel
17%
Sources of Inspiration
Retailer Sources of Inspiration
51% – Displays/Window Shopping
38% – Friends/Family
36% – eCommerce Websites
35% – Social Media
Social Media Sources of Inspiration
63% – Douyin
44% – WeChat
Where Purchases Were Made
Sheets & Bedding
17% – Mass Merchant
15% – Department Store
32% – Online Only
16% – Home Specialty
Towels
24% – Mass Merchant
25% – Department Store
38% – Online Only
8% – Home Specialty
Method of Last Purchase
51% – Online
10% – Online for In-Store Pickup
40% – In-Store