Home textile case: Bedding, as a whole category of consumer goods, has not been recognized by consumers. In the eyes of consumers, bedding, tablecloth, cloth, towel, pajamas, bath towel and handkerchief are actually a whole. As people pay more and more attention to the creation of home atmosphere, consumers have higher requirements for the fabrics, styles, patterns and quality of home textiles. China's home textile industry has developed vigorously in recent years and has become one of the fastest growing industries in the textile industry. But in terms of consumption habits, consumers also regard household textiles as durable consumer goods.
Per capita consumption in developed countries is 1.8kg of toilet paper fabrics, towels and bath towels. Japan 2.3kg；; In China, it's about 250g. Generally, the weight of towels should be within 75- 100g, and the service life is about three months. Another example is the quilt cover, which is generally worn out before it is updated. In fact, home textile products, like clothing culture, also have inherent culture, art, color and fashion trends.
Marriage case: Nearly ten million couples get married every year in China, and there will be no big changes in recent years. Based on the consumption of 2,000 yuan per couple, the wedding market alone has 20 billion yuan, and there is still room for gifts and daily consumption. At present, the consumption of home textile products in China accounts for 12% of the total textiles, and the consumption of clothing and industrial textiles is 80% and 8% respectively. China clearly stated in the Ninth Five-Year Plan (1996-2000) that at the beginning of 2 1 century, home textile products accounted for 26%, clothing and industrial textiles accounted for 64% and 10% respectively. At present, the proportions of household textiles, clothing and industrial textiles in Japan are 32.35%, 32.22% and 36.43% respectively. 39.54%, 38.74% and 265,438+0.75% in the United States; Western Europe is 33.70%, 50. 17%, 15. 13%. In other words, China's home textiles still have 3-4 times the sales space to reach the level of European and American countries, and it is a sunrise industry in China.
Market capacity refers to the number of units that the market can absorb a certain product or service in a certain period of time without considering the product price or supplier strategy. Therefore, the capacity of the international market is actually equivalent to the demand.
The market capacity consists of two major factors: the total demand for use value and the total amount of disposable money. Consumers who only use value demand and have no disposable money are poor consumer groups; Consumer groups with disposable money and no demand for use value are those who hold money for purchase, or those who are very rich. We call these two phenomena the market capacity that cannot be realized due to insufficient consumption conditions.
The proportion of market capacity between the rich and the poor consumers is: 2 million yuan of poverty alleviation funds will be given to 20,000 people with living difficulties, and the per capita income will be 100 yuan. Less than 1% and no consumption 100 yuan after half a year. A real estate developer operating on bank loans had a net income of 2 million in that year and a total annual consumption expenditure of 500,000. Mainly high-end consumption such as buying a car. It can be calculated that the market capacity of the same 2 million yuan in the two types of consumer groups with disparity between the rich and the poor is 8︰ 1 (both for one year). The polarization between the rich and the poor will lead to the extreme or relative shrinkage of the market capacity of a country or the world.