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Consumer Goods Trade In Old For New Home Textile Industry To Boost Consumption

2025/4/11 13:23:00 0

　　 The world pattern is undergoing profound changes. At a critical moment, we should concentrate on our own affairs! In this year's Government Work Report, the word "consumption" appeared 32 times, and "vigorously boosting consumption" was listed as the top ten tasks of the year. How to implement the textile and clothing industry?

　　 Recently, a home textile industry action - "2025 Home Textile Brand China Charity Walk Shanghai Station and Shanghai Home Textile Consumer Goods Subsidy Launching Activity" was opened in Shanghai's first eight hundred partners.

　　 Brand: Leading enterprise

　　 In this activity, Luolai actively responded to the 15% subsidy policy, elaborately created a theme exhibition, presenting the new products in spring and summer 2025 one by one, including Luolai zero pressure deep sleep pillow, soft heart moving kit series, Luolai Hongyun series goose down quilt and silk quilt, etc. Here, consumers are no longer passive observers. With the interaction mode of "vision+touch+scene", they can immerse themselves in the innovative charm of scientific sleep, and truly feel the quality and innovation of Luolai Home Textiles.

　　 Moreover, the influence of this event is more than 800 partners. Luo Lai also joined forces with the 100th Goods, New World, Shanghai Oriental Mall and other branch venues to send consumers a double welfare package of government subsidies and corporate concessions. During the event, the "old for new" activity of Luolai Home Textile became a hot topic among Shanghai citizens. Everyone went into the stores to participate in the activity, enjoy the benefits, and purchase the favorite home textile products.

　　 In the context of consumption upgrading and policy support, home textiles, as a key part of household consumption, are included in the subsidy category of "old for new consumer goods". This policy is like a strong engine, driving the home textile industry to usher in new development opportunities, and the "old for new" activity has also become a new force to promote the recovery and upgrading of the industry.

　　 Mercury Home Textile also responded to the policy call at the first time, quickly established a special working group, and adopted the dual track model of "policy subsidies+enterprise concessions" to effectively reduce the cost of consumer renewal. In terms of product layout, for different seasons and consumer groups, we launched a variety of products, such as large goose down winter quilts imported from Hungary, antibacterial thickened winter quilts imported from Australia Merino, seasonal buffing kits, and four piece sets of long staple cotton. Under the sales strategy of online and offline integration, Mercury Home Textiles launched a comprehensive campaign of consumer subsidies in terminal stores, Tmall, JD and other mainstream online platforms, successfully meeting consumers' pursuit of quality life, and thus significantly improved sales performance.

　　 City: Meet the Good Life

　　 China is a manufacturing power as well as a population and geographical power. We naturally have a large and layered market. This is the perfect soil for consumption innovation. All people are looking forward to a more fashionable, healthy, environmentally friendly and intelligent future with clothes, food, shelter, transportation and healthy home.

　　 As a pioneer city of "trade in the old for the new" in home textile, Shanghai's achievements are obvious to all. In 2024, Shanghai has achieved sales revenue of more than 670 million yuan by virtue of this activity. Ni Guohua, president of Shanghai Household Textile Industry Association, said that in 2024, the activity attracted more than 400 offline supermarket stores and enterprise stores, as well as more than 300 online flagship stores, and 1 yuan subsidy successfully boosted 6 yuan consumption. The industry association also actively advocates brand enterprises to develop green, functional and fashionable products to meet the aspirations of consumers at different levels for a better life and further enhance the influence and reputation of Shanghai home textile brands. In 2025, curtains, blankets, soft mattresses and bedding will continue to enjoy 15% of the subsidy. Citizens can enjoy a maximum subsidy of 2000 yuan for each channel through UnionPay Cloud Flash, Alipay and WeChat payment, and can use them for many times.

　　 According to the Notice on Carrying out the 2025 Nantong Home Furnishing and Home Furnishing Renewal Subsidy Activity issued by the Nantong Municipal Bureau of Commerce, the subsidies cover three categories, namely smart home, common home furnishings and home textiles, and consumers can receive a maximum subsidy of 10000 yuan.

　　 In 2025, Lianyungang City will carry out a subsidy activity for home decoration and home renewal. From January 1 to December 31, individual consumers can enjoy subsidies when purchasing home textile products, including home fabric, bedding, sanitary ware, curtains and sunshades. General products are subsidized at 15% of the final sales price, and Class 1 energy efficiency or water efficiency standard products are subsidized at 20%, with a maximum subsidy of 10000 yuan per person. The categories and standards of subsidies will be adjusted according to national policies.

　　 Jiangsu Suqian also took active action to include home textiles in the range of home decoration and home furnishing subsidies. During the period from January 1 to December 31, 2025, the subsidy covers household fabrics, bedding, etc. Individual consumers who purchase products within the scope of subsidy can enjoy a subsidy of 15% of the final sales price, with the subsidy amount of no more than 10000 yuan per person.

　　 The positive practice of these cities fully demonstrates the vigorous development trend of the "old for new" activity of home textiles nationwide. According to their own actual conditions, each region has formulated policies and activity plans that meet the needs of the local market, which not only promotes the prosperity of the local home textile consumer market, but also provides rich experience and diverse development models for the development of the entire home textile industry.

　　 Association: Promote supply renewal

　　 China Home Textile Association attaches great importance to the "old for new" activity. Zhu Xiaohong, president of the China Household Textile Industry Association, pointed out that home textile, as a key part of household consumption, was included in the "old for new" subsidy category, which greatly stimulated the enthusiasm of home textile consumption. According to incomplete statistics, nearly half of the provinces and cities in the country have included home textile in the scope of subsidies. Home textile brand terminal stores participating in the activities achieved an average sales growth of 20% year on year, and some home textile collection stores reached a year-on-year growth of nearly 60% in December 2024. Subsidy activities not only boosted consumer confidence, but also promoted the development of the production side through the stimulus of the consumer side, effectively promoting the high-quality progress of the industry.

　　 In the process of interaction between policy and market, China Home Textile Association fully played its role as a bridge, actively communicated and coordinated with government departments, timely fed back industry needs and difficulties faced by enterprises, provided a strong basis for the precise formulation and effective implementation of policies, and promoted the continuous improvement of the old for new policy of home textile. At the third vice president meeting of the seventh session of China Home Textile Association held during the "Spring Joint Exhibition" of China Textile Confederation in 2025, Yang Zhaohua, vice president of China Textile Confederation and chief supervisor of China Home Textile Association, put forward the proposal of "resonance of government and enterprise voices" to activate policy dividends, and called on enterprises to unite efforts, seize market opportunities, jointly promote the implementation of national subsidy policies, and promote the development of enterprises in the home textile industry.

　　 Looking into the future, with the continuous promotion of a series of policies such as the Special Action Plan for Boosting Consumption, consumer demand is gradually warming up, and the supply and demand relationship of the industry previously affected by external factors is improving. Textile enterprises should seize this opportunity to optimize product structure, improve supply chain efficiency and improve business efficiency. It is believed that with the joint efforts of all parties in the industry, the market will continue to release the consumption potential, promote the sustainable development of the industry, and inject new impetus into economic growth.

(Source: Textile and Clothing Weekly Reporter Xia Xiaoyun ）