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
　　ChartThe 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