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November to see how China International Mattress Show goes both ways
Since the global financial crisis, China's mattress exports have faced significant challenges. Many manufacturers shifted their focus to the domestic market, gradually establishing a presence within the country. However, the situation changed when a quality inspection scandal in Beijing in April of this year exposed numerous mattress products with health-hazardous issues. As a result, consumer concern over product safety and brand reputation has surged. For mattress companies that were primarily export-oriented without a strong domestic brand identity, this development has been particularly difficult.
Currently, while foreign markets are showing signs of recovery, they remain unpredictable. Meanwhile, the domestic market is tough to penetrate but offers long-term potential. This creates a challenging dilemma for many mattress companies: how to navigate these conflicting opportunities?
In 2011, China’s textile exports reached $86.4 billion, up 24% from the previous year. However, over the next 12 years, total exports only increased slightly to $87.2 billion, reflecting a sluggish growth rate of just 0.95%. The following year, 2012, saw a major setback for the textile industry. But in the first half of this year alone, China exported $123.26 billion worth of textile raw materials and products—a 12% increase compared to the same period last year. After a difficult year, the textile sector is showing clear signs of recovery. Industry experts suggest that the current export environment is much improved, no longer hindered by the financial crisis. Instead, the low-cost advantage of Chinese textiles has become a key competitive edge.
Many brands are now planning to expand their international sales, while also maintaining a solid presence in the domestic market. A balanced approach—“two hands, both hardâ€â€”is becoming increasingly important. One-stop trading platforms that support both export and retail are gaining popularity. For example, Goodnight Mattress plans to launch new products by the end of the year, while Xilinmen Group continues to explore overseas markets and diversify its distribution channels.
According to Lu Hao, head of the China International Mattress Show 2013, the event has introduced a dedicated brand franchise zone, offering mattress companies a centralized platform to showcase their products to e-commerce buyers and franchisees. The exhibition has also partnered with hundreds of media outlets, including Sohu.com, Furniture Industry News, and China Export Trade Network, to maximize its visibility. Additionally, the Hongwei Group’s International Department has been actively engaging with foreign buyers through multiple channels, including site visits and participation in events. Notably, 15 foreign media outlets have joined the promotion efforts, with some even assisting in on-site marketing. For instance, the Pakistani agent exhibition and the Indian Mattress Exhibition supported the event, while the Italian Sleep Association expressed strong backing and pledged to bring members to participate.
With nearly 10,000 domestic and international buyers contacted, this exhibition is shaping up to be the most influential and comprehensive trade event in the mattress industry to date.
While many mattress experts are cautiously optimistic about the foreign market and are focusing more on export sales, professionals believe that the domestic market, although not yet fully stabilized after the recent quality inspections, presents a valuable opportunity for industry restructuring. Companies must act quickly before the market settles and build strong brands to succeed. Events like the Guangzhou Mattress Show, which supports both domestic and international sales, offer a rare and effective platform for brand development and expanding export channels.
2013 is a pivotal year for the mattress industry—marked by both challenges and opportunities. Whether it's the untapped potential of the foreign market or the growing importance of domestic trade, the industry is at a turning point. The China International Mattress Exhibition in November will be a key moment to see how companies balance both paths and move forward. How to do both? Let’s look forward to the event and find out.