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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, in April this year, a quality inspection scandal in Beijing exposed numerous mattress products with health-hazardous issues, sparking growing consumer concerns about product safety and brand reliability. For companies that were primarily export-oriented and had not yet built strong domestic brands, this was a major setback. With foreign markets showing signs of recovery but still carrying risks, and the domestic market proving difficult yet full of potential, many mattress companies are now at a crossroads, unsure of which direction to take.
In 2011, China’s textile exports reached $86.4 billion, marking a 24% year-on-year increase. However, over the past 12 years, the total textile exports only amounted to $87.2 billion, reflecting a mere 0.95% growth rate. In 2012, the textile industry hit a major roadblock. But by the first half of this year, China exported $123.26 billion worth of textile raw materials and products, a 12% increase compared to the same period last year. After experiencing a "cold snap" last year, the textile industry is now showing clear signs of recovery. Industry analysts believe that the current export situation is favorable, no longer hindered by the financial crisis. Instead, the low-cost advantage of Chinese textiles has become a key factor in boosting exports. Many brands are planning to expand their overseas sales while maintaining a solid presence in the domestic market, aiming for a balanced approach.
At the 2013 China International Mattress Show, Lu Hao, the event's organizer, emphasized the importance of both domestic and international markets. The exhibition introduced a dedicated brand franchise zone, offering mattress companies a centralized platform to showcase their products to e-commerce buyers and franchisees. It also partnered with hundreds of media outlets, including Sohu.com and China Export Trade Network, to maximize the event's visibility. Hongwei Group’s International Department has been actively engaging with foreign buyers, arranging visits and participation through various channels. Notably, Pakistani and Indian agents have supported on-site promotions, while the Italian Sleep Association expressed strong support for the Guangzhou Mattress Exhibition, promising to bring members to attend. According to reports, nearly 10,000 domestic and international buyers have been contacted, making this one of the most significant trade events in the mattress industry so far.
While many experts are cautiously optimistic about expanding exports, they remain cautious about the domestic market. However, industry professionals suggest that despite the ongoing quality inspection issues, this period presents an opportunity for the industry to restructure itself. Companies must act quickly before the market stabilizes and focus on building strong brands to succeed domestically. Events like the Guangzhou Mattress Show, which supports both domestic and international sales, offer a rare and valuable platform for businesses to grow and connect globally.
2013 marks a pivotal year for the mattress industry, one of both reform and growth. Whether the foreign market holds more potential or the domestic market can drive stronger trade, the China International Mattress Exhibition in November will be a key moment to watch. How to balance both? Let’s see how the industry navigates this turning point.