Focus on your own business! Boosting consumption, taking home textiles as an example

The world is undergoing profound changes. At this critical moment, we must concentrate on doing our own things! In this year's "Government Work Report", the word "consumption" appeared 32 times, and "vigorously boosting consumption" was written into the top ten annual tasks. How does the textile and garment industry implement it?

Recently, an action in the home textile industry-"2025 Home Textile Brand China Charity Tour Shanghai Station and Shanghai Home Textile Consumer Product Subsidy Launch Event" was launched at Shanghai No. 1 Yaohan.

Brand: Leading enterprises lead the trend. In this event, Luolai actively responded to the 15% subsidy policy, carefully created a theme exhibition, and presented the 2025 spring and summer new products one by one, including Luolai zero pressure deep sleep pillow, soft heart and moving kit series, and Luolai Hongyun series goose down quilt and silk quilt. Here, consumers are no longer passive observers. With the interactive method of "visual + tactile + scene", they can immersively experience the innovative charm brought by technological sleep and truly feel the quality and innovation of Luolai home textiles.

Moreover, the influence of this event is not limited to Yaohan. Luolai also linked up with No. 1 Department Store, New World, Shanghai Oriental Department Store and other branch venues to provide consumers with a double welfare package of government subsidies and corporate concessions. During the event, Luolai Home Textiles' "Trade-in for Old" event became a hot topic among Shanghai citizens. Everyone went to the store to participate in the event, enjoy the benefits, and buy their favorite home textile products.

Under the general environment of consumption upgrading and policy support, home textiles, as a key link in home consumption, have been included in the "trade-in for old consumer goods" subsidy category. This policy is like a powerful engine, driving the home textile industry to usher in new development opportunities, and the "trade-in for old" event has also become a new force to promote the recovery and upgrading of the industry.

Mercury Home Textiles also responded to the policy call at the first time, quickly formed a special working group, and adopted the dual-track model of "policy subsidies + corporate concessions" to effectively reduce consumers' replacement costs. In terms of product layout, for different seasons and consumer groups, it launched a variety of products such as Hungarian imported large goose down winter quilts, Australian Merino imported wool antibacterial thickened winter quilts, seasonal sanding kits, and long-staple cotton four-piece sets. Under the sales strategy of integrating online and offline, Mercury Home Textiles has fully rolled out consumer subsidy preferential activities in terminal stores and mainstream online platforms such as Tmall and JD.com, successfully satisfying consumers' pursuit of quality life, and significantly improving sales performance.

City: Meet a better life China is a manufacturing powerhouse and a large country in terms of population and territory. We naturally have a huge and stratified market. This is an excellent soil for consumer innovation. Food, clothing, housing, transportation, and healthy home, everyone is looking forward to a future where clothes, houses, and uses are more fashionable, healthy, environmentally friendly, and smart.

As a pioneer city in the "old for new" home textiles, Shanghai's achievements are obvious to all. In 2024, Shanghai has achieved sales revenue of more than 670 million yuan through this activity. Ni Guohua, president of the Shanghai Home Textile Industry Association, introduced that in 2024, the event attracted more than 400 offline supermarkets and corporate stores, as well as more than 300 online flagship stores of enterprises to participate, and the 1 yuan subsidy successfully leveraged 6 yuan of consumption. Industry associations also actively advocate that brand companies develop green, functional and fashionable products to meet the yearning 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, four major categories of home textile products, will continue to enjoy a 15% subsidy. Citizens can enjoy a subsidy of up to 2,000 yuan through three channels: UnionPay QuickPass, Alipay and WeChat Pay, and each channel can enjoy a subsidy of up to 2,000 yuan, which can be used multiple times.

According to the "Notice on the Launch of the 2025 Nantong Home Decoration and Home Furnishing Replacement Subsidy Activity" issued by the Nantong Municipal Bureau of Commerce, the subsidy covers three categories: smart home, commonly used home furnishing and home textiles, and consumers can receive a maximum subsidy of 10,000 yuan.

In 2025, Lianyungang City launched a home decoration and home furnishing replacement subsidy activity. From January 1 to December 31, individual consumers can enjoy subsidies for purchasing home textile products including home fabrics, bedding, bathroom products and curtain sunshades. General products are subsidized at 15% of the final sales price, and products with level 1 energy efficiency or water efficiency standards are subsidized at 20%. The maximum subsidy per person is 10,000 yuan, and the subsidy categories and standards will be adjusted according to national policies.

Jiangsu Suqian has also taken positive actions to include home textiles in the scope of home decoration and home furnishing subsidies. From January 1 to December 31, 2025, the subsidy scope covers home fabrics, bedding, etc. Individual consumers who purchase products within the subsidy scope can enjoy a subsidy of 15% of the final sales price, and the subsidy amount per person shall not exceed 10,000 yuan.

The active practices of these cities fully demonstrate the vigorous development of the "old for new" activities of home textiles across the country. Local governments have formulated policies and activity plans that meet local market needs based on their actual conditions, which not only promoted the prosperity of the local home textile consumer market, but also provided rich experience and diverse development models for the development of the entire home textile industry.

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

In the process of interaction between policies and markets, the China Home Textile Association has fully played a bridging role, actively communicated and coordinated with government departments, and promptly fed back industry needs and difficulties faced by enterprises, providing a strong basis for the precise formulation and effective implementation of policies, and promoting the continuous improvement of home textile trade-in policies. At the Third Vice President Meeting of the Seventh Session of the China Home Textile Association held during the 2025 China Textile Federation "Spring Joint Exhibition", Yang Zhaohua, Vice President of the China Textile Federation and Supervisor of the China Home Textile Association, proposed the suggestion of "resonance of government and enterprise voices" to activate policy dividends, calling on enterprises to gather strength, seize market opportunities, and jointly promote the implementation of national subsidy policies to promote the development of home textile industry enterprises.

Looking to the future, with the continuous advancement of a series of policies such as the "Special Action Plan to Boost Consumption", consumer demand has gradually recovered, and the supply and demand relationship in the industry that was previously affected by external factors is improving. Textile companies should seize this opportunity to optimize product structure, improve supply chain efficiency, and improve operating efficiency. I believe that with the joint efforts of all parties in the industry, the market will continue to release consumption potential, promote the sustainable development of the industry, and inject new impetus into economic growth.