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CONTENTS

Chapter One Bedding industry's overview    1

Section One Definition and classification of bedding   1

First, bedding’s definition   1

Second, classification of bedding    1

Section Two Bedding industry's characteristic analysis      3

First, characteristic of bedding industry  3

Second, bedding’s investment characteristic 4

Third, bedding’s color characteristic       5

Section Three Bedding’s fabric analysis 5

First, fabric’s kind       5

Second, popular characteristics of fabric       7

Chapter Two Development of textile industry      9

Section One Development of textile industry of 2007  9

First, developing state analysis of textile industry of 2007  9

Second, characteristic analysis of China textile industry economical operation of 2007      20

Third, textile industry will keep increasing steadily in 5-10 years      21

Section Two Current situation analysis of textile market of our country of 2007    25

First, transform of textile industry creates the market chance    25

Second, textile industry standard plan analysis in 2007     29

Third, " China's famous brand " analysis of textile and clothing industry in 2007   30

Fourth, development trend of textile industry of 2008  30

Fifth,the world textile industry appear great integration of 2015       37

Section Three Operation analysis of China textile industry in 2007  39

First, the first ten enterprises of income from sales of textile industry in 2007       39

Second, the main economic indicator analysis of textile industry in 2007       41

Section Four Development plan analysis of textile industry in 'Eleventh Five-Year Plan' period 107

First, establishment of " textile industry “ the eleventh five-year plan “ standardized development plans "      107

Second, the re-set target of development of textile industry in “ the eleventh five-year plan “    109

Third, textile industry will give priority todevelop the new material in 'Eleventh Five-Year Plan' period     110

Fourth, structure adjust efforts of textile industry continue and strengthen in “ the eleventh five-year plan “  111

Fifth, China textile industry must take the road to recycle economy in “ the eleventh five-year plan “      118

Chapter Three Analysis of development state of household textile industry   122

Section One The market situation of household textile of world some countries    122

First, U.S.A. household textile market analysis     122

Second, France household textile market analysis      126

Third, Japanese household textile market analysis      128

Fourth, products trend of European household textile 130

Section Two Current situation analysis of market of household textile industry     133

First, demand analysis of Chinese household textile market     133

Second, household textile industry breaks through developmental bottleneck analysis      136

Third, development potentiality of household textile    137

Fourth, household textile appear beautiful prevailing custom    139

Fifth, fashion trend of household textile products 140

Section Three Development trend of household textile industry of 2008 144

First, trade amalgamation of household textile brand become a trend    144

Second, green household textile--the ones that emerge newly in household textile trade outshine others     146

Third, household textile industry faces the opportunity and has a bright future     148

Fourth, household textile market's developing focus in 2008    150

Fifth, household textile industry's prospect prediction in 2008   151

Sixth, international household textile’s fashion trend in 2008     154

Chapter Four Current situation analysis of bedding industry in 2007  156

Section One Current situation of the development of bedding industry   156

First, current situation of the development of bedding industry 156

Second, China bedding industry's brand marketing trend is obvious      158

Third, bedding market is getting prosperous at the end of the year of 2007  159

Fourth, development prospect of China bedding industry  161

Section Two Imports and exports analysis of bedding in 2007   162

First, imports analysis of bedding in 2007     162

Second, exports analysis of bedding in 2007       166

Third, bedding export of our country increase steadily in 2007 170

Section Three Current situation analysis of bedding market in 2007       172

First, trick of bedding is changeable       172

Second, bedding’s new concept      173

Section Four Market situation of bedding’s categorised products    178

First, pillow    178

Second, bedsheet      181

Third, bedspread 182

Fourth, cotton terry blanket      184

Fifth, blanket 186

Section Five Supply and demand state analysis of bedding network market  188

Chapter Five Subdividion market analysis of bedding in 2007      204

Section One Current situation analysis of wedding celebration bedding 204

First,consumption of wedding celebration bedding tend to the brand      204

Second, consumers bought the famous brand and asked the high quality     206

Third, the comfort will be chosen first     207

Fourth, do not adhere rigidly to the color      207

Section Two Down bedding market analysis  208

First, consumption pattern change  208

Second, expand domestic market share 210

Section Three Bedding trade's consumption demand analysis  212

First, consumption characteristic analysis     212

Second, consumption tendency analysis       213

Third, competition environmental analysis     214

Fourth, factor analysis which influence bedding demand   215

Section Four Current situation of popularity of bedding     216

First, color coordinate, bedding inject the fresh romantic breath into family   216

Second, Hi-Tech bedding is in one's favour in summer       217

Three, bedding trend analysis in spring of 2007  219

Fourth, warm tones bedding crane one's neck to look into the distance autumn and winter market  222

Section Five Popular trend analysis of bedding    223

First, color play protagonist      223

Second, the newest technological analysis    224

Third, market prospects analysis     230

Chapter Six regional market analysis of bedding       239

Section One Bedding market analysis by region  239

First, basic situation of Zhengzhou household textile market     239

Second, Hefei household textile market analysis  242

Third, Changsha household textile market analysis     246

Fourth, Anhui household textile market analysis   252

Fifth, Wenzhou household textile market analysis       257

Section Two Industrial base analysis of household textile   269

First, analysis of Suining base  269

Second, analysis of Pujiang base    271

Third, analysis of Haining base 277

Fourth, analysis of Nantong base    282

Fifth, analysis of Binzhou base 292

Sixth, analysis of Wendeng base     296

Seventh, analysis of Yangpu base   301

Eighth, analysis of Xiqiao base 303

Chapter Seven Relevant trade analysis of bedding   305

Section One Current situation analysis of surface fabric market      305

First, classification and comparison of surface fabric  305

Second, technological innovation on bedding surface fabric     307

Third, quotations analysis of domestic surface fabric of 2007   309

Fourth, development of China household textile surface fabric 311

Fifth, popular trend analysis of surface fabric market  313

Section Two Development analysis of down feather    314

First, development history of down products 314

Second, characteristic of down products       315

Third, manufacturing process of down products   317

Fourth, operation method of down products  319

Fifth, development trend of down products    321

Chapter Eight Bedding trade's marketing analysis     323

Section One Marketing channel analysis of bedding   323

First, channel choice of bedding enterprises 323

Second, bedding wants to take the way of monopolization 326

Third, the current situation and question analysis of bedding Chain operation     330

Section Two Channel terminal analysis of bedding      332

First, emporium    333

Second, monopolized shop       335

Third, large professional sales field 339

Section Three Marketing tactics analysis of bedding   347

First, " a bit more centralized " tactics of Chain operation   347

Second, promotion tactics of Chain operation      347

Third, channel tactics of chain operation       348

Fourth, implementation tactics of logistics distribution and managing of the chain operation     350

Section Four Three kinds of motive force of successful brand of household textile      354

First, product strength       355

Second, image strength     357

Third, service strength       358

Section Five Bedding trade's brand marketing tactics 359

Chapter Nine Bedding trade's competition analysis   363

Section One Competition pattern analysis of bedding 363

First, distribution shape of demand market    363

Second, distribution of competition enterprises    363

Third, enterprise's competitive environment  364

Section Two The competitions of household textile enterprises 365

First, household textile trade's price war analysis in 2008  365

Second, household textile trade's brand competition analysis   368

Third, household textile trade's competition change analysis    377

Section Three Bedding trade's competition focus 382

First, functional competition      383

Second, new material competition   385

Third, competition of fashion    393

Fourth, competition of bedding culture   395

Fifth, competition of advertising       396

Sixth, competition of quality      399

Seventh, competition of marketing way   399

Eighth, competition of informationization 402

Section Four The competitive strategies of bedding enterprises      403

First, " Mendale " household textile grabs bedding new market 403

Second, LuoLaihousehold textile starts systematized many brand strategy   406

Third, FuAnNa reflects the famous-brand demeanour with the capability       407

Fourth, bedding trade company's activity tactics  415

Fifth, the competitive strategies of bedding enterprises     422

Chapter Ten Key enterprises analysis of bedding      429

Section One Mendale 429

First, company's overview  429

Second, company's brand 435

Third, company's strategy 438

Fourth, company's trends  445

Section Two LuoLai    446

First, company's overview  446

Second, company's brand 449

Third, company's tactics    463

Fourth, company's trends  472

Section Three Jalice   478

First, company's overview  478

Second, company's strategy     478

Third, company's trends    481

Section Four MengLan      482

First, company's overview  482

Second, company's brand 487

Third, company's strategy 493

Fourth, company's trends  498

Section Five FuAnNa  500

First, company's overview  500

Second, company's brand 502

Third, company's strategy 507

Fourth, company's trends  515

Section Six Tevel  517

First, company's overview  517

Second, company's brand 519

Third, company's strategy 520

Fourth, company's trends  525

Section Seven Homes 526

First, company's overview  526

Second, company's brand 527

Third, company's strategy 528

Fourth, company's trends  531

Section Eight XiYingMen    533

First, company's overview  533

Second, company's brand 536

Third, company's strategy 537

Fourth, company's trends  539

Chapter Eleven Bedding trade's advantages and disadvantages analysis      544

Section one Problem that bedding of our country exists     544

First, autonomous innovation is weak     544

Second, lack deep cultural intension of brand      547

Third, The enterprises which pay attention to construction of brand image are few     548

Fourth, ignore trade information      549

Fifth, the market is confused    551

Sixth, lack the stereoscopic marketing network     553

Section two Advantage of bedding of our country 554

First, the raw materials for production are complete and sufficient   554

Second, workforce resources are abundant  555

Third, domestic demand stabilize and increase rapidly       555

Chapter Twelve Development trend analysis of bedding 557

Section one Popular trend analysis of bedding    557

First, development trend of future bedding    557

Second, competition development trend of bedding market      558

Third, development trend of children bedding      562

Fourth, development trend of bedding demand    566

Fifth, Chance which household textile enterprises develop above average at 2008 Olympic Games       568

Six, development trend of surface fabric and color in 2008-2009     569

Section two Future development trend of bedding trade    570

First, trend analysis of market  570

Second, competition environment analysis in the future     573

Section three The five major development trends of China household textile trade     576

First, development trend of market  576

Second, consumption demand trend      577

Third, evolvement trend of brand    578

Fourth, channel mode trend     579

Fifth, terminal innovative trend 581

Section four International down bedding market's fashion trend       583

First, domestic down bedding market's current situation and prospect    584

Second, tactics that expand domestic down bedding market     587

Section five Bedding trade's competition trend of 2009      589

First, household textile trade will shuffle and begin to show an inkling in 2009      590

Second, individual character wind of bedding continues blowing      591

Third, the natural wind of bedding nationality attacks people    592

Fourth, American and Europen classical wind of bedding resumes  592

CHART CONTENTS

Chart: The export situation of textile and clothing of our country to main countries and regions in January - August of 2007      11

Chart: Average price tendency picture of the domestic short-fiber terylene in 2006 - September of 2007      13

Chart: Price index of cotton of our country in August of 2006 - August of 2007     18

Chart: The acceleration rate of value of export by consignment of textile and light industry of our country monthly in August of 2006- August of 2007      19

Chart: The first ten enterprises of income from sales of textile industry in February of 2007     39

Chart: The first ten enterprises of income from sales of textile industry in May of 2007      39

Chart: The first ten enterprises of income from sales of textile industry in August of 2007  40

Chart: The first ten enterprises of income from sales of textile industry in November of 2007    40

Chart: The national total of main economic indicator of textile industry in January - November of 2007   41

Chart: The total of main economic indicator of textile industry of Beijing in January - November of 2007 43

Chart:The total of main economic indicator of textile industry of Tianjin in January - November of 2007  45

Chart: The total of main economic indicator of textile industry of Hebei in January - November of 2007  47

Chart: The total of main economic indicator of textile industry of Shanxi in January - November of 2007 49

Chart: The total of main economic indicator of textile industry of the Inner Mongol in January - November of 2007       52

Chart: The total of main economic indicator of textile industry of Liaoning in January - November of 2007     54

Chart: The total of main economic indicator of textile industry of Jilin in January - November of 2007      56

Chart: The total of main economic indicator of textile industry of Heilongjiang in January - November of 2007      58

Chart: The total of main economic indicator of textile industry of Shanghai in January - November of 2007   60

Chart: The total of main economic indicator of textile industry of Jiangsu in January - November of 2007      62

Chart: The total of main economic indicator of textile industry of Zhejiang in January - November of 2007     65

Chart: The total of main economic indicator of textile industry of Anhui in January - November of 2007   67

Chart: The total of main economic indicator of textile industry of Fujian in January - November of 2007  69

Chart: The total of main economic indicator of textile industry of Jiangxi in January - November of 2007 71

Chart: The total of main economic indicator of textile industry of Shandong in January - November of 2007  73

Chart: The total of main economic indicator of textile industry of Henan in January - November of 2007 75

Chart: The total of main economic indicator of textile industry of Hubei in January - November of 2007  77

Chart: The total of main economic indicator of textile industry of Hunan in January - November of 2007 79

Chart: The total of main economic indicator of textile industry of Guangdong in January - November of 2007       81

Chart: The total of main economic indicator of textile industry of Guangxi in January - November of 2007     83

Chart: The total of main economic indicator of textile industry of Hainan in January - November of 2007       85

Chart: The total of main economic indicator of textile industry of Chongqing in January - November of 2007 87

Chart: The total of main economic indicator of textile industry of Sichuan in January - November of 2007      89

Chart: The total of main economic indicator of textile industry of Kweichow in January - November of 2007   91

Chart: The total of main economic indicator of textile industry of Yunnan in January - November of 2007      93

Chart: The total of main economic indicator of textile industry of Tibet in January - November of 2007    95

Chart: The total of main economic indicator of textile industry of Shaanxi in January - November of 2007      97

Chart: The total of main economic indicator of textile industry of Gansu in January - November of 2007 99

Chart: The total of main economic indicator of textile industry of Qinghai in January - November of 2007      101

Chart: The total of main economic indicator of textile industry of Ningxia in January - November of 2007       103

Chart: The total of main economic indicator of textile industry of Xinjiang in January - November of 2007      105

Chart: The place that consumers buy household textile products    124

Chart: Circulation channel of Japanese household textile  130

Chart: Form of demand market of China household textile industry 134

Chart: The main factor that influence China household textile industry   135

Chart: Imports data of bedding in January of 2007      162

Chart: Imports data of bedding in February of 2007    163

Chart: Imports data of bedding in March of 2007  163

Chart: Imports data of bedding in the first quarter of 2007 163

Chart: Imports data of bedding in April of 2007     163

Chart: Imports data of bedding in May of 2007     164

Chart: Imports data of bedding in June of 2007    164

Chart: Imports data of bedding in the second quarter of 2007  164

Chart: Imports data of bedding in July of 2007     164

Chart: Imports data of bedding in August of 2007 165

Chart: Imports data of bedding in September of 2007 165

Chart: Imports data of bedding in the third quater of 2007 165

Chart: Imports data of bedding in October of 2007      165

Chart: Imports data of bedding in November of 2007  166

Chart: Imports data of bedding in the fourth quater of 2007      166

Chart: Exports data of bedding in January of 2007      166

Chart: Exports data of bedding in February of 2007    167

Chart: Exports data of bedding in March of 2007 167

Chart: Exports data of bedding in the first quarter of 2007 167

Chart: Exports data of bedding in April of 2007    167

Chart: Exports data of bedding in May of 2007     168

Chart: Exports data of bedding in June of 2007    168

Chart: Exports data of bedding in the second quarter of 2007  168

Chart: Exports data of bedding in July of 2007     168

Chart: Exports data of bedding in August of 2007       169

Chart: Exports data of bedding in September of 2007 169

Chart: Exports data of bedding in the third quater of 2007 169

Chart: Exports data of bedding in October of 2007     169

Chart: Exports data of bedding in November of 2007  170

Chart: Exports data of bedding in the fourth quater of 2007      170

Chart: Top 20 main selling market of blanket 187

Chart: The top ten blanket brand of our country's large-scale market     187

Chart: The purchase forms of bedding series on network market in the 8th - the 15th of January, 2007 188

Chart: The supply and demand forms of bedding series on network market in the 8th - the 15th of January, 2007       188

Chart: The purchase forms of bedding series on network market in the 15th - the 22nd of January, 2007     189

Chart: The supply and demand forms of bedding series on network market in the 15th - the 22nd of January, 2007       189

Chart: The supply and demand forms of bedding series on network market in the 22nd - the 29th of January, 2007       190

Chart: The supply and demand forms of bedding series on network market in the 22nd - the 29th of January, 2007       191

Chart: The purchase forms of bedding series on network market in the 29th of January – the 5th of February, 2007       191

Chart: The supply and demand forms of bedding series on network market in the 29th of January – the 5th of February, 2007      192

Chart: The purchase forms of bedding series on network market in the 5th – the 12th of February, 2007     192

Chart: The supply and demand forms of bedding series on network market in the 12th - the 19th of February, 2007       193

Chart: The purchase forms of bedding series on network market in the 12th - the 19th of February, 2007    194

Chart: The supply and demand forms of bedding series on network market in the 5th - the 12th of March, 2007 194

Chart: The purchase forms of bedding series on network market in the 5th - the 12th of March, 2007    195

Chart: The supply and demand forms of bedding series on network market in the 12th - the 19th of March, 2007       195

Chart: The purchase forms of bedding series on network market in the 12th - the 19th of March, 2007  196

Chart: The purchase forms of bedding series on network market in the 19th - the 26th of March, 2007  196

Chart: The supply and demand forms of bedding series on network market in the 19th - the 26th of March, 2007       197

Chart: The supply and demand forms of bedding series on network market in March 26 - April 2, 2007  197

Chart: The purchase forms of bedding series on network market in March 26 - April 2, 2007    198

Chart: The purchase forms of bedding series on network market in the 2nd - the 9th of April, 2007 198

Chart: The supply and demand forms of bedding series on network market in the 2nd - the 9th of April, 2007     199

Chart: The supply and demand forms of bedding series on network market in the 23rd - the 30th of April, 2007  199

Chart: The purchase forms of bedding series on network market in the 23rd - the 30th of April, 2007    200

Chart: The supply and demand forms of bedding series on network market in April 30 - May 7, 2007     200

Chart: The purchase forms of bedding series on network market in April 30 - May 7, 2007       201

Chart: The purchase forms of bedding series on network market in the 14th – the 21th of May, 2007    201

Chart: The supply and demand forms of bedding series on network market in the 14th – the 21th of May, 2007  202

Chart: The supply and demand forms of bedding series on network market in the 21st - the 28th of May, 2007   202

Chart: The purchase forms of bedding series on network market in the 21st - the 28th of May, 2007     203

Chart: Characteristics of different surface fabric  307

Chart: Every channel proportion form of Shenyang bedding     324

Chart: Every channel proportion form of Nanjing bedding  325

Chart: Every channel proportion form of Shanghai bedding      325

Chart: The reason that influence consumption of household textile 354

Chart: Chinese commercial network of Mendale Company 431

Chart: The domestic distribution table of monopolization site of Mendale Company     432

Chart: Proportion structure chart of distribution site of all district of Mendale Company      434

Chart: Comparison chart of distribution quantity and average quantity of every area site of Mendale Company   444

Chart: The comparison chart of distribution data of management site of Jalice domestic market      480

Chart: The enterprises under Qingdao XiYingMen group   536

Chart: Development stage chart of bedding trade       572

Chart: Development stage of bedding market      573

Chart: Structure chart of bedding products    574

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