Market situation of bathroom linen in recent years
The bathroom linen market has shown a robust growth trend in recent years. Driven by factors such as consumption upgrading and technological innovation, the market scale has been expanding, and products are gradually developing towards functionality, environmental protection, and intelligence. The specific situation is as follows:
Market scale: The market scale of China's bathroom - use textile products has been on the rise. It increased from 41.2 billion yuan in 2018 to 58.3 billion yuan in 2023, with a compound annual growth rate of 7.2%. It is expected that by 2025, the market scale will climb from 21 billion yuan in 2021 to 28 billion yuan, with an average annual compound growth rate of 7.3%.
Market segments: The growth rate of functional products is significantly higher than that of traditional categories. The market penetration rate of innovative products such as antibacterial and bacteriostatic bath towels, quick - drying bath mats, and intelligent temperature - controlled bathrobes has increased from 18% in 2020 to 34% in 2023, and is expected to exceed 50% by 2025. The bath towel category currently ranks first in demand with a share of 56.8%. The shower curtain product accounts for 21.5% in the demand structure. It is expected that by 2025, the market share of bath towels will slightly decrease, and the shares of shower curtains and bath mats will increase by 1.5 and 2.8 percentage points respectively.
Consumer demand: Consumers' requirements for the quality and design of bathroom linen have increased. The average annual renewal frequency of bathroom textiles in new - middle - class families has increased from 1.2 times in 2018 to 1.8 times in 2023. The attention of Generation Z consumers to product design has increased by 42%, driving the market scale of personalized customization services to expand at an average annual rate of 25%. The revenue from the customization business of some leading enterprises has accounted for more than 15% of the total revenue.
Regional differences: The regional market shows a gradient development characteristic. The market share of products in economically developed regions such as the Yangtze River Delta and the Pearl River Delta has reached 58%. Driven by the construction of affordable housing and the expansion of the hotel industry in the central and western regions, the demand for basic categories has maintained an average annual growth of 9%. The Yangtze River Delta region remains in the lead with a market share of 38%. In 2023, the sales of intelligent bathroom textiles in this region increased by 41% year - on - year. Relying on the industrial chain advantages, the cross - border e - commerce export share in the Pearl River Delta region reaches 65%. Although the northwest region accounts for only 7% of the market scale, it has an average annual growth rate of 19%, making it the most potential emerging market.
Sales channels: The proportion of e - commerce channel sales increased from 31% in 2019 to 49% in 2023. Emerging models such as live - streaming e - commerce and social e - commerce have contributed 78% of the online growth. It is expected that by 2025, online channels will account for more than 60% of the market share.
Technological innovation: The intelligent bathroom solution that combines Internet of Things technology with textiles has entered the commercialization stage. Products such as intelligent shower curtains with humidity - sensing and self - cleaning functions have begun to enter the hotel supply chain. The number of relevant technical patents has increased by 45% annually. The application of micro - capsule phase - change materials has increased the heat - preservation duration of bath towels by 40%, and the nano - waterproof technology has shortened the iteration cycle of shower curtain products to 18 months.
Industry competition: The industry concentration has continued to increase. The market share of the top 5 enterprises (CR5) has increased from 28% in 2020 to 37% in 2023. The leading enterprises have established a full - industrial - chain competitive advantage from fiber R&D to terminal retail through vertical integration.
