Nowadays, lots of luxury brands come into the HK market, on the other hand, our Chinese government relaxes the requirement of import. It’s quite clear that the marketing prospect of luxury goods in china is quite considerable, more and more luxury brands will compete in this market. But does it mean anything to the home textile industry? Don’t forget that the luxury brands never develop in single field. Once been mature, they prefer to explore more series and deduce more brands in different fields.

The affect which brings from the consumption to the home textile market can hardly be avoided.
According to the report of global luxury goods market, if we put the overseas purchasing power of the Chinsumers into consideration, china has surpassed Japan and has became the second biggest consumercountry in the world, rank only second to America. This report pointed out that the gross sales in the DFS and online duty free luxury goods up to 16 billion Euro.  It can be forecasted that to 2023, china will develop into a luxury goods market of 31.8 billion, account for 31.6% of the sales of global luxury goods. It’s quite clear that it will impact the home textile market, the luxury home textile brands are getting close to the chinsumers step by step.
The home supplies flagship store of Versace in Suzhou took the lead in opening the luxury home textile market. Its dimensions and the degree of luxury is beyond comparison. Presently, you can find the shoppes of Klien Home textile in many shopping malls in Beijing. Its simple and high-texture style is welcomed by many consumers. 
The potential of luxury home textile is worth considering. With the popularization of the concept of luxury goods, the high-consumers in Chinese may no longer be satisfied with the purchase of garments, bags, shoes or accesssaries, they will have higher levels of demands to the whole of the quality of life. By then, the luxury brands will never give up this cake easily, they will even clutivat the potential home extile market generally from now on.

 

International brands do not have market advantages?
In the eyes of many Chinese people, International brand will not pose a threat to China's home textile brand, at least not matched to a threat to the Low-standard brands.This is true, the low-standard market is not the target of those internationl brands, but they ingore to see that once the luxurt home textile became the first chose of high-consumers, the local high home textile brands may descend to be the second chose. in this way,the brands in every level may be relegated. What’s more, the problem of “order supervisor, Secretshop, A cargo” follows with the arrival of the international brands. Many consumers prefers to chose the fake

LV to the local brands. Why? It’s the result of public opinion, conformity psychological effect. When famous brands are known to everybody, it will soon become the target of people.

So The current international brand is not a threat to home textile brand, for three reasons.1、 The home textile market is not mature enough. Consumers do not have too high demand to the home suppiliers. 2、The prices differ a lot. The flag full of a suit of internationl brand home textile is 8000-10000 yuan.,but the dometic high-brand is no more than 3000-4000 yuan. The middle brand is around 1000.3、The internationl brands are not familiar to the domestic market, they need further exploration in the channel、 consumers’ flavor.
The brand Wedgwood, born in 1759, was established by Josiah Wedgwood, the father of china in England. this brand is used by the English Royal family till now, many nobilities are big fans of this brand. Recently years, this brands has began to deal with the home textile goods, to use the classic pattens of china in to home suppliers, those home suppliers also reek with noble temperament. This brand took part in the china internationl home textile exhibition, was quite popular among the consumers. The Operation marketing manager Xuwenwei: Our brand arrived at china just two years. The porchasing power of import brands are impressive. The consumers recognize that the essence of luxury goods lie in the taste of life. Peple used to pursue brand name bags, watches and cars. In the furture, more and more consumers will aware that they need to pay more attention when at home.

No matter garment of home textile, once marked ”MADE IN Italy”, the price double immediately. The English brand Wedgwood alos produced in Italy. It has became one of the important advantages.” Our productions are made in Itaily, this is the biggest difference from the domestic brands. It’s not saying that the domestic industry art is worse than italian. In fact, chinese indusrty art is better and better, the technology is improving. The biggest different between chinese and italian is the Italian factorys pay great attention to the quality,they will give up the quanity for quality. They don’t accept too many orders.
He also said:” The advantage of international brand is the historical background, they usually have a history of years, ever hundred  years, they own many Faithful clients , they passed down from generation to generation. Although the brand will take the vogue element into consideration, they keep their style.To apply the classic patten of china into home supplies is quite rewarding.

 In addition, Chinese home textile should ponder: most foreign brands come into Chinese market through the Chinese agents so they do not totally come into Chinese market, but chose the most suitable to meet the need of market.