Recently, Hu Jiajia, the second generation of the "post-85" generation of the well-known brand Meibang Clothing, resigned as chairman, causing an uproar from all walks of life. Just a few months ago, Ding Shizhong, chairman of Anta, led the acquisition of frette, an Italian luxury home textile brand with a history of 163 years, for about 200 million euros, reflecting the rapid changes in the textile industry. Facing the 2024 year that has just begun, how will China Home Textile "break through"?How will the crossover from "big textiles" to "big homes", or the combination of home textiles and textiles and other industries, evolve?
China's home textiles lack "Hermes in bed".
According to public information, Frette was acquired by a Chinese consortium led by Ding Shizhong, chairman of Anta, and Anta Group has also publicly responded, saying that the transaction is not related to the listed company Anta Sports.
In other words, Ding Shizhong, chairman of Anta, single-handedly promoted the deal, so what is the origin of Frette, which is worth about 1.6 billion yuan?
Founded in 1860, Frette is the world's oldest luxury textile manufacturer, and is also the official designated ** merchant of the Italian royal family and many royal nobles around the world, with four-piece bedding sets more than 10,000 yuan, and limited edition bedding is priced at as high as 100,000 US dollars, no wonder it is called "Hermes in bed". 
In fact, there is no shortage of home textile brands in China, there are 7 home textile listed companies in the A-share market, but throughout China's home textile industry, the new paradigm of home furnishing found that there are almost no brands that can be called "high luxury".
In foreign countries, in addition to Frette, there are also luxury home textile brands such as Sferra, Yves Delorme, Pratesi, etc., taking Sferra from the United States as an example, a pillowcase is close to 1,000 yuan.
Why can't China's home textile industry create a "Hermes in bed"?The new paradigm of home furnishing believes that China only lacks high-end textile brands, but there is no shortage of high-end textile enterprises.
Before the reform and opening up, China's textile industry was in a very backward state, and the first thing to solve was people's clothing and use. Later, Guangdong, Zhejiang, Shanghai, Jiangsu, Shandong and other places gradually formed an industrial cluster based on curtains, fabrics and bedding, but the R&D and production technology of domestic textile enterprises were still relatively backward, and "replicas" became a typical symbol of the industry at that time.
After China's accession to the WTO, China's textile industry began to fully integrate with the world, driven by the export of the best, China's textile has also accelerated the pace of industrial upgrading, the industry's own brands are also increasing, "China textile" gradually to "China home textile" transformation. 
It is not difficult to see that in the past 30 years of development, China, as the world's largest textile country, China Home Textile has already formed a perfect chain system, both the world's largest textile industry cluster, as well as experienced fabric developers and a huge fabric demand testing ground, coupled with many years of experience in OEM for world brands, "the world's home textiles look at China" is not an "empty word".
But under such good conditions, why hasn't China incubated a world-renowned home textile brand?On the one hand, compared with the European and American markets, China's home textiles started slowly.
Taking the acquisition of FRETTE led by Ding Shizhong, Chairman of Anta, as an example, it has a development history of more than 160 years, which can help the brand to precipitate a deeper historical and cultural value, and also better achieve the technology accumulation and brand value of a high-end luxury brand. In contrast, due to the low entry threshold of China's home textile industry, enterprises will inevitably fall into homogeneous low-price competition, and it is naturally difficult to settle down to build a brand. 
On the other hand, it is precisely because of the slow start of China's textile industry, coupled with the fact that the industry mainly focused on OEM processing mode in the early days, the industry lacks independent innovation capabilities, and the insight into domestic consumers is not accurate enough, so although many Chinese brands have been born, consumers still prefer overseas brands.
Finally, the motivation for the common growth of the domestic first-class chain system and the brand is seriously insufficient. Although China has the world's most complete textile chain system, in the process of brand development, many companies in order to pursue short-term profits and scale, often take "** as the first consideration of production, resulting in upstream fabric factories may have to cut corners in order to ensure profits.
Ignoring the value of long-term cooperation with the best businessmen, it is difficult for fabric mills and brands to achieve coordinated development. 
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How can home textile brands "break through"?
However, with the change of consumption concepts and lifestyles, consumers are no longer satisfied with the practicality of home textile products, and have put forward higher requirements for the design, fabric and functionality of home textile products, and these needs are also promoting the "upward development" of Chinese home textile brands.
According to the statistics of the China National Commercial Information Center, the average unit price of bedding for branded home textiles has remained stable in the past few years**, and the CAGR of bed kits and various quilts from 2017 to 2021 is 216% and 784%。
The observation of the new paradigm of home furnishing found that many domestic brands have also begun to take advantage of the trend and develop home textile products with richer patterns and finer quality, promoting the upgrading of brands in the direction of high-end.
Mengjie Co., Ltd. has started a high-end strategic transformation since 2021, and has carried out drastic reforms in brand image, product research and development, market channels and other aspects. Including the launch of a high-luxury series of bedding in collaboration with Hermès and Chanel designersIt took the lead in introducing 7A raw material standards in the industry, and carried out strategic cooperation with six high-quality raw material producing areas such as Yuepuhu County in Xinjiang and Ningnan in SichuanLaunched a new brand visual system, and rejuvenated the image in channel display and brand promotion.
Fuanna, which has always been positioned as a high-end artist spinning, has focused on the mid-to-high-end field since its birth, and is the first brand to introduce the "artistic concept" into the home textile industry. Fuanna's single-width flat screen printing and new national embroidery digital printing are the brand's representative original design processes, among which, the screen printing process is also considered to be a work of art due to the difficulty of plate making, high artistry, low output and long time.
In addition to these two brands that have comprehensively transformed into high-end, other home textile brands have also launched high-end product series, such as Mercury Home Textiles officially launched Mercury Starz Home in 2022, which is a new and upgraded version of Mercury Home Textiles for high-end products and channel layout.
Luolai Life, on the other hand, has gradually achieved full coverage of the medium, high, and general consumer markets through the successive acquisitions of brands such as Lexington, Uchino, and Dinosaur.
The new paradigm of home furnishing found that the current sales of high-end products above 1500 yuan only account for 11% of the overall e-commerce market sales, and the brands that can meet the two conditions of "sales scale is the top 15 in the industry" and "product unit price of more than 1500 yuan" are basically only Luolai, Fuanna, Mercury and Mengjie.
But even so, the combined market share of these four major brands is still less than 5%, and the home textile industry is still in the pattern of "big industry, small enterprise", and it is not easy for the entire industry to make a comprehensive breakthrough.
On the one hand, the leading brand started earlier and has established a perfect first-chain operation system, so that enterprises can efficiently use high-quality resources such as material development, fabric research and development, and pattern design in the upstream industry, and form competitive advantages in product quality, production cost, production capacity and other aspects.
In recent years, with financial advantages, leading enterprises can often take the lead in digital and intelligent upgrading, which will support leading home textile brands to continuously complete the product matrix, respond to market changes more quickly, and continuously improve quality.
On the other hand, the distribution network of the leading brand is relatively more complete and can become a strong moat for the brand. Taking Luolai as an example, it first began to quickly attract investment through the "franchise chain + direct chain + centralized procurement" model, and currently has 2,662 stores in China, and in 2017, it achieved overseas channel layout through the acquisition of the Lexington brand.
Although in recent years, all major textile brands are actively exploring new retail channels, but when consumers buy high-end home textile products, they often pay more attention to the experience, and the comfort and softness of the product are difficult to feel through online channels alone.
It is not difficult to see that the high-end original product power and brand power;Steady operation and management of the channel force, created a leading home textile high-end brand barriers, Luolai, Fuanna, Mercury, Mengjie four leading brands have formed a higher consumer mind, other brands to cross them into the high-end market, must find differentiated competitiveness.
"Big Spinning" to "Big Home" transformation
In 2023, the relevant departments issued the "Several Measures to Promote Home Consumption", which mentioned that it is necessary to focus on building a "big home" ecosystem, which is no stranger to the home textile industry.
The new paradigm of home furnishing found that in order to promote the coordinated development of the industrial chain, the home textile industry advocated the transformation of the industry to a "big home" many years ago, not just selling a piece of cloth, but providing soft decoration solutions for the whole house, but leading enterprises have also encountered setbacks on the road to the transformation of large homes.
For example, Fuanna conceived the transformation to "big home" as early as 2013, and launched the "Meijia" whole-house home furnishing business in 2016, but until the end of 2018, "Meijia" only opened 12 stores, and then the home furnishing business was included in the "reserve business".
In 2016, Mengjie Co., Ltd. laid out home furnishing services through the acquisition of "Dafang Sleep", a memory foam material bedding company, and raised funds to build a one-stop smart store project, but after 2020, Mengjie has not mentioned this project in public information.
Similarly, Luolai Life also announced in 2021 that it intends to terminate the implementation of the "omni-channel home life O2O operation system construction project" of the raised funds, and will permanently replenish the working capital with the surplus funds.
It is worth thinking about whether the setback in the transformation from "everyone's spinning" to "big home" is a strategic problem or a timing problemIt is true that the span from home textiles to large home furnishings is very large, but the cooperation between curtain fabrics and home furnishing companies is not uncommon, the key is how to integrate and sort out the first chain system to provide consumers with better supporting services. The new paradigm of home furnishing believes that this is also an important opportunity for small and medium-sized home textile brands to break through.
On the one hand, industrial clusters drive the "expansion" of small and medium-sized brands. For example, in the "Double 11" in 2023, Douyin e-commerce will conduct in-depth exploration of Nantong home textiles and other characteristic industrial belts, help businesses in the industrial belt cooperate with more high-quality talents, and achieve new breakthroughs in the local industrial belt through digital technology and live broadcast e-commerce, so that more high-quality products of small and medium-sized businesses can directly face consumers.
Driven by industrial clusters, small and medium-sized brands can also take advantage of the high credibility and strong guidance of the local community to achieve "the best stage, the enterprise sings, and the people benefit", and solves the current situation of lack of market linkage and coordination between home textiles and home furnishing enterprises.
On the other hand, with the gradual rise of Generation Z as the new main consumer force, they have low brand loyalty, but the pursuit of appearance and personalization, and also have higher requirements for concept products such as smart home textiles and sleep "black technology", which is the opportunity and challenge for small and medium-sized enterprises. For example, Mercury launched a house integrated quilt and hyaluronic acid silk quilt;Fuanna's 3D national embroidery series and other special products have brought a lot of reference and inspiration to the industry.
Conclusion
Judging from the performance of the listed companies in the third quarter of 2023, Luolai Life, Fuanna, Mengjie Shares, True Love Meijia, Mercury Home Textiles, Zhongwang Cloth Art, and Taihu Snow have a total of 7 listed companies, and the average year-on-year growth rate of their operating income is 1134%, compared to -6 in the same period last year82% increased by about 18 percentage points, and all 7 companies achieved profitability in the first three quarters.
It is not difficult to see that after three years of testing, the domestic home textile market is gradually beginning to pick up, and the textile enterprises are helping enterprises to further enhance their profitability by increasing R&D investment, launching innovative products, and expanding marketing networks.
In response to the above mentioned questions, the transformation of "big home" from "big home" to "big home" is not a new "keyword", and now may be a more suitable time node to take the pace of transformation. In the digital era, the improvement of marketing channels and the upgrading of e-commerce models are expected to bring great changes between the commercial retail ecology and sales scenarios, helping "everyone to spin" into more home scenes, when consumers have the opportunity to contact more high-quality home textile products, "high-end" will no longer be just a "hope". List of high-quality authors