2017 Chinese Home Textile Industry Development. and the Trend Analysis

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1 Sources: Chinese Home Textile Industry Development and the Trend Analysis 1. The home textile industry is picking up at an accelerating pace Affected by the slowdown of domestic economic growth and the stagnant demand, the home textile industry was in difficult times since Retail sales of department stores was gliding continuously, and growth of industry income was also slowing down. However, the industry began to recover from In 2016, the percentage decrease in retail sales of beddings in the key large-scale retail enterprises throughout the country has narrowed down to 3.4%. According to statistics of the State Statistics Bureau, main business income of the 1,855 home textile enterprises above scale was RMB 272 billion with year-on-year increase of 3.21%. Domestic sales in particular was RMB billion with year-on-year increase of 3.6%. Total profit was RMB billion with year-on-year growth of 5.48%. During January - September 2017, main business income of the home textile enterprises above scale was RMB billion with year-on-year growth of 10.54%. Domestic sales was RMB billion and the total profit was RMB billion, with year-on-year growth of 11.46% & 8.57% respectively. Compared with the same period of last year, growth rates of the main business income, domestic sales and the total profit enhanced by 7.48%, 7.63% and 1.49% respectively.

2 Reducing percentage decrease of retail sales of beddings in key large-scale retail enterprises in 2016 Retail sales growth of beddings in the key large-scale retail enterprises Recovery of enterprises main business income Year-on-year Growth of Main Business Income

3 2. Three major factors pushing the home textile industry forward The recovery of department store industry, rapid growth of the real estate and the consumption upgrade are the three major factors propelling accelerated recovery of the home textile industry. (1) According to the survey results, traditional channels as department store, supermarket and franchised store are still the main options for consumers when purchasing beddings. As indicated by the survey on sample cities, 53.2% of the consumers select to purchase beddings in department store, and the proportions for supermarket and franchised store are 44.6% and 36.7% respectively. Retail sales of the 50 key large-scale retail enterprises throughout the country was recording a 0.5% decrease in 2016 and showed a cumulative growth of 2.8% in the first half of The external reasons for the growth are improved economic environment and revitalizing consumption market, while the internal reasons are business transformation. Being the main home textile sales channel, recovery of the department store can propel recovery of the home textile industry effectively. Department store is still the main channel for beddings purchase Department Store; Supermarket; Franchised Store; Professional Market; Online Purchase

4 Retail sales of the channel of department store are restoring in 2017 Retail sales of the 50 key large-scale retail enterprises in the whole country: year-on-year growth in the current month Retail sales of the 50 key large-scale retail enterprises in the whole country: cumulative year-on-year growth (2) Commercial housing sales show rapid growth, and new house moving and wedding celebration propel the sales of home textiles. Survey showed that 58.5% of the consumers purchase textile products for their own or for replacement, 36.1% for seasonal change, 30% for new house moving, 11.5% for wedding celebration, 9.2% for gifts, and 32.4% for discount and promotion. New house moving and wedding celebration are all closely related to commercial housing sales. In 2016, commercial housing area sold was trillion square meters with the year-on-year growth of 23% which was higher than - 8% and 7% in 2014 and During January September 2017, cumulative commercial housing area sold was 116 thousand square meters, maintaining a double digit growth rate.

5 30% of the home textile consumption demand is for new house moving Own Use and Replacement; Wedding Celebration; Gift Giving; New House Moving; Seasonal Change; Discount and Promotion Commercial housing area are sold more quickly in recent years Commercial Housing Sales Sold (Trillion Square Meters) Growth of the Commercial Housing Sales Area (%)

6 (3) Because of consumption upgrade, the demand for high-and-mid-end home textile products are growing. As Chinese are pursuing high-quality life, high-and-mid-end home textile products are gaining popularity. For instance, more and more consumers purchase silk quilts or feather quilts rather than wool comforters and fiber quilts in recent years. Although the average price is over one thousand RMB, silk quilts or feather quilts are more healthy, comfortable and light. According to the annual report of Luolai Home, the operating income was RMB 2,761 billion, 2,916 billion and 3,152 billion in 2014 to 2016 respectively. The sales volume was 6.36 million suits, 6.49 million suits and 6.83 million suits respectively. The annual average price per suite was about RMB 434, RMB 449 and RMB 462 respectively. The annual markup was 4.7%, 3.5% and 2.8% respectively. Product price of Luolai Home increases continuously Unit price of Luolai Product (RMB/Suit) 3. The industry shall maintain solid growth in the future (1) Steady urbanisation promote consumer purchasing power It is proposed in the National Population Development Plan ( ) issued by the State Council that: urbanisation rate in China shall reach 60% in 2020 and 70% in The steady propulsion of urbanisation can bring in changes of living environment and further drive the consumption of home textile products. Moreover, per capita disposable income of China improves continuously. The growth rate of per capita disposable income of urban residents maintains at about 8% in recent three years. With higher income,

7 Chinese are paying more attention to quality of life. And it is expected the demand for quality home textile products will keep increasing. Urbanisation rate is predicted to reach 6% in 2020 Growth of per capita disposable income of urban residents maintains at about 8% Per Capita Disposable Income of Urban Residents (RMB) / Growth

8 (2) High marriage rate plus two-child policy drive the demand for home textiles million of couples were married in China in 2016and 7.89 million more pairs were married during January-September The number stayed at 10 million for a few years. Suppose each newly married couples spend RMB 2,000 on beddings, a total of RMB 20 billion worth of beddings will be consumed. In the coming 5-7 years, the newly married population will stay high. Moreover, birth rate is going to grow because of the high marriage rate and two-child policy. It is expected that the demand for home textile specifically for kids will rise accordingly. Number of newly married couples maintains at 10 million or above Newly married couples (10,000 Couples)

9 Number of the children in 0-14 years old on the rise under Two-child policy Number of the Children in 0-14 Years Old (10,000) // Growth demand (3) Rapid development of hotel business is another powerful support for home textile It was proposed in the Some Opinions of the State Council on Promotion of the Reform and Development of the Tourist Industry in 2014 that: till 2020, total consumption amount of domestic tourism shall reach RMB 5.5 trillion, annual visit for both urban and rural residents shall be 4.5 times, and added value of tourist industry shall account for over 5% of the gross domestic product (GDP). According to the report, there were 24,150 limited service hotels in China in 2016 with 7-year CAGR 30%. The number of the corresponding rooms was 2.13 million with CAGR 26%.

10 CAGR of limited service hotels and hotel rooms were 30% & 26% for 2010 to 2016 Number of Limited Service Hotels Number of Rooms of Limited Service Hotels (10,000) CAGR: Number of Limited Service Hotels 30% CAGR: Number of Rooms of Limited Service Hotels 26% (4) Comparing to home textile consumption of the developed countries, there is huge room for Chinese market to grow. Home textile consumption accounts for about 1/3 of the total textile consumption in the developed countries. The ratio stands even higher than apparel consumption in US and Japan, which is about 40%. Whereas apparel textile consumption accounts for 65% of the total textile consumption in China and home textile consumption accounts for only about 23%., Per capita consumption of home textile accounts for less than 1% below of the consumption expenditure. (5) There is potential for online penetration rate to rise. Online retail of home textile is expected to maintain a rapid growth Online retail sales of home textile maintains a rapid growth in recent years. Total online retail sales of apparel and home textile was RMB 985 billion with year-on-year growth rate of 18.53% in 2016The sales for home textile in particular was RMB 131 billion. Although

11 the sales figure is smaller than the apparel sector, the growth rate of home textile is higher than apparel s. Online proportion of leading companies in home textile industry as Luolai Home and Fuanna was around 20%, and that of Mendale was only 10%. Considering that most of the home textile products are standardised products that are suitable for online sales, it is expected that the sales will be more common. Online retail sales of home textile exceeds RMB 130 billion Online retail sales of home textile (RMB 0.1 Billion)

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