以下文章来源于灵兽 ，作者十里 灵兽 . 专注零售，聚焦消费。商业改变世界。你们负责改变世界，我们带你们改造商业。灵兽，零售消费行业 头部新媒体平台，为商业原创报道而生。投稿及合作：lingshouke@126.com 本文来自微信公众号： 灵兽 ，作者：十里，头图来自：AI生成 一、日资消费品牌下沉 王婧 （化名） 的记忆里，无印良品 （MUJI） 是上海淮海路上一座安静的岛屿。空气里永远弥漫着 葡萄柚香薰精油的气息，背景音乐是坂本龙一式的空灵。 在那里，一块未经漂染的棉布、一个设计极简的垃圾桶，都像是在对都市的喧嚣做着无声的抵抗。对 彼时刚在一线城市立足的她而言，定期去MUJI购物，更像是一种精神归属感的确认——确认自己是 这座城市精致、有序生活的一部分。 今年春节，她回到山东四线老家。在市中心最繁华的购物中心，一个熟悉的红色白底logo让她停下了 脚步——也是无印良品。 只是，此处的MUJI，与淮海路上的那座"岛屿"判若两店。它紧挨着一家金店和一家本地知名的连锁 餐厅，门店内人头攒动。一位阿姨正熟练地在货架上翻找着一条特价毛巾，另一边，几个高中生模样 的男孩在试穿"禅意"衬衫。 一切都显得那么自然，却又 ...

中国质量新闻网讯 近日，青岛市市场监督管理局网站公布2025年网络销售产品质量市专项监督抽查结果。其中，毛巾产品抽查8批次，3批次不合格。 | 附件 | | | | | | | | | | | | | | | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | --- | | | | | 2025年毛巾产品质量市级监督抽查结果汇总表 | | | | | | | | | | | | | 抽 | | | | | 生产 | | | | | | 行 | | | 序 | 样 | 产品名称 | 受检单位名称 | 统一社会信用代码 | 标称生产者 | 日期 | 规格型号 | 商 | 抽查 | 不合格项目 | 抽样 | 政 | 承检单 | | 号 | 领 | | | | 名称 | 或批 | | 标 | 结果 | | 日期 | 区 | 位 | | | 域 | | | | | 号 | | | | | | 划 | | | | 电 | | | | 保定舒方雅 | | | 舒 | | 1.纤维含量 2.pH值 3.使用 | | 城 ...

日资消费品牌下沉 王婧（化名）的记忆里，无印良品（MUJI）是上海淮海路上一座安静的岛屿。空气里永远弥漫着葡萄柚香薰精油的气息，背景音乐是坂本龙一式的空 灵。 今年春节，她回到山东四线老家。在市中心最繁华的购物中心，一个熟悉的红色白底logo让她停下了脚步——也是无印良品。 只是，此处的MUJI，与淮海路上的那座"岛屿"判若两店。它紧挨着一家金店和一家本地知名的连锁餐厅，门店内人头攒动。一位阿姨正熟练地在货架上 翻找着一条特价毛巾，另一边，几个高中生模样的男孩在试穿"禅意"衬衫。 一切都显得那么自然，却又透着几分"不合时宜"的矛盾感。这个曾经承载着她"中产梦"的品牌，如今以一种极为务实、甚至有些嘈杂的姿态，成了故乡的 新邻居。 王婧的感受，并非个例。无印良品、优衣库、资生堂，这些曾被牢牢钉在一线城市版图上的日系品牌，正以前所未有的速度，开启一场浩浩荡荡的"下 沉"之旅。 在那里，一块未经漂染的棉布、一个设计极简的垃圾桶，都像是在对都市的喧嚣做着无声的抵抗。对彼时刚在一线城市立足的她而言，定期去MUJI购 物，更像是一种精神归属感的确认——确认自己是这座城市精致、有序生活的一部分。 在这股浪潮中，日资品牌的姿态 ...

Core Viewpoint - The analysis from the China National Textile and Apparel Council indicates that the overall export of household textiles from China remained stable in the first half of 2025, with a total export value of $16.03 billion, showing no year-on-year change. The second half of the year is expected to see a more stable global trade environment due to the temporary halt of global tariffs by the Trump administration, while the ongoing China-U.S. tariff conflict will drive Chinese textile companies to restructure their global trade and investment strategies [1]. Export Performance - Major household textile products include bedding, carpets, bath textiles, curtains, towels, and tablecloths. In the first half of the year, exports of most products remained stable, with bedding exports at $6.96 billion (up 0.2%), carpets at $2.15 billion (up 1.2%), bath textiles at $1.58 billion (down 2.2%), curtains at $1.54 billion (up 2.9%), and blankets at $1.58 billion (up 0.3%). However, towel exports fell to $889 million (down 8.8%) and tablecloth exports dropped to $370 million (down 8.9%) [2]. Market Distribution - The top five export markets for Chinese household textiles are the U.S., EU, ASEAN, Japan, and Australia. From January to June, exports to the U.S. totaled $4.79 billion (down 5.9%), accounting for 29.9% of total exports. Exports to the EU increased to $2.21 billion (up 9.9%), while exports to ASEAN decreased to $1.56 billion (down 19.4%). Exports to Japan and Australia also saw declines [3]. Regional Performance - The top five regions for household textile exports from China are Zhejiang, Jiangsu, Shandong, Guangdong, and Shanghai. In the first half of the year, Zhejiang's exports reached $5.54 billion (up 6.4%), while Jiangsu's exports fell to $3.33 billion (down 2.8%). Notably, Xinjiang and Guangxi saw significant increases in exports, with growth rates of 39.6% and 23.1%, respectively [4]. U.S. Market Share Trends - In the first five months, U.S. imports of household textiles totaled $6.76 billion (down 0.9%), with imports from China decreasing by 9.2%, resulting in a market share of 37.6% (down 3.5 percentage points). Conversely, imports from India and Pakistan increased, capturing 27.3% and 10.4% of the market, respectively. In the EU, imports from China grew by 22.8%, increasing its market share to 35.4% [5]. Future Outlook - The U.S. government's unilateral tariff measures have hindered exports to the U.S., with a significant decline observed in April and May, although the drop narrowed in June. The share of the U.S. market in China's household textile exports decreased from 33% in 2024 to 29.9% in the first half of 2025. The industry is expected to remain under pressure in the second half, necessitating proactive measures from companies [6].

Core Insights - The Shandong Provincial Market Supervision Administration has released the results of the 2025 provincial quality supervision sampling for towel products, indicating a focus on product safety and compliance with national standards [4][5]. Group 1: Sampling Results - A total of 40 batches of towel products were sampled, with 30 from retail and 10 from online sales [4]. - The sampling was conducted based on various national standards, including GB 18401-2010 and GB 31701-2015, assessing parameters such as formaldehyde content, pH value, and water absorption [4][5]. Group 2: Non-compliance Findings - Three batches from specific retailers were found to be non-compliant, with issues related to fiber content and water absorption [5]. - The retailers involved include Shandong Huasheng Chain Supermarket, Liaocheng Zhenhua Supermarket, and Zhangdian District Wanjia Department Store [4][5]. Group 3: Compliance Measures - The Shandong Provincial Market Supervision Administration has mandated relevant departments to handle the non-compliance results according to the Product Quality Law and related regulations [5]. - Recommendations for consumers include checking product labels, appearance, feel, and odor when purchasing towels [5][6][7][8][9].

Core Insights - The essence of business is defined as "value creation" by the new generation of Zhejiang merchants [1] - Jieliya Group has established itself as a leader in the home textile industry, with a brand value of 40.295 billion yuan, maintaining its position as the top company in the sector for 12 consecutive years [1] - The brand strategy has shifted to "Quality Xinjiang Cotton · China Jieliya," linking Xinjiang cotton with brand identity and achieving a transition from functional value to spiritual recognition [1][2] Group 1: Brand Development and Strategy - Jieliya Group's initial branding was closely tied to its product category, with the slogan "Towels must be Jieliya" [2] - The company expanded its product range from towels to a full home lifestyle category in response to market demands and e-commerce growth [2] - The investment in Xinjiang is seen as a long-term commitment to high-quality development and regional cooperation, leveraging the "Belt and Road" initiative [2][3] Group 2: Infrastructure and Economic Impact - The establishment of the Xinjiang production base has led to significant local development, transforming Aral into a modern city with improved infrastructure and living standards [3] - Jieliya's Xinjiang production base has a total investment of 2.7 billion yuan, with a production capacity of 20,000 tons of towels and 40,000 tons of dyeing and finishing [3] Group 3: Cultural Integration and Marketing - The brand emphasizes cultural confidence, integrating "Eastern aesthetics" into its product and marketing strategies [4][5] - Jieliya Group employs a dual strategy of product innovation and content marketing to connect with younger consumers, exemplified by the "National Color Elegant Rhythm" series [5] - The company aims to create a brand that embodies Chinese cultural charm and lifestyle, with Xinjiang cotton as a core material [5][6]

Core Viewpoint - The U.S. Treasury Secretary, Janet Yellen, stated that the U.S. will no longer focus on producing low-end consumer goods such as socks and towels, but will instead shift its focus towards high-end precision manufacturing [1] Industry Summary - The U.S. is transitioning away from low-value manufacturing sectors to prioritize high-end precision manufacturing, indicating a strategic shift in the manufacturing landscape [1]

Group 1 - Home textiles, including bed sheets, duvet covers, pillowcases, towels, curtains, and carpets, are essential elements that enhance the home atmosphere, providing comfort and aesthetic appeal [1][3] - The selection of home textile products impacts health and environmental sustainability, emphasizing the importance of choosing items made from eco-friendly materials without chemical additives [3][5] - The application of big data technology in the home textile industry allows for unprecedented personalized customization, enabling companies to tailor products to individual consumer preferences [3][5] Group 2 - The internet provides a platform for deep interaction between home textile brands and consumers, facilitating feedback collection and community building based on shared interests and values [5] - A new "co-creation" model has emerged, where consumers can influence product development and share home styling tips, transforming home textiles into emotional connections rather than mere products [5] - Chinese home textile e-commerce project leaders are focusing on transforming the industry by leveraging the internet for marketing, utilizing mini-programs for online stores, and social media for targeted promotions [5]

Core Viewpoint - The article discusses a shift in consumer behavior towards valuing experiences over material possessions, emphasizing a trend of "consumption downgrade" while still investing in high-quality, timeless items that enhance daily life [1][4][73]. Group 1: Consumer Behavior Changes - Many individuals are less inclined to purchase items and are reducing their possessions, focusing instead on essential and cherished items [1]. - There is a growing preference for spending on experiences rather than accumulating goods, indicating a shift in consumer priorities [4][73]. Group 2: Investment in Timeless Items - Consumers are willing to invest in classic pieces that can last for years, such as timeless clothing and high-quality daily essentials [6][14]. - The article highlights specific categories of items that consumers are prioritizing, including versatile clothing, comfortable sleepwear, and aesthetically pleasing home goods [7][10][47]. Group 3: Quality Over Quantity - The emphasis is on selecting items based on their quality and the joy they bring, rather than their brand or trendiness [15][39]. - Consumers are encouraged to choose items that provide comfort and enhance their daily experiences, such as silk sleepwear and quality bedding [18][28][30]. Group 4: Aesthetic and Emotional Value - The article underscores the importance of aesthetic and emotional satisfaction derived from items like art, flowers, and well-designed home goods, which contribute to overall happiness [47][65][70]. - Investing in beautiful and functional items, such as tea sets and lamps, is seen as a way to enrich daily life and create a comforting environment [68][50][53].

Core Insights - China's home textile exports reached $7.62 billion in Q1, a year-on-year increase of 3.4%, accounting for 11.5% of the total textile and apparel exports, outperforming the overall industry growth rate of 1% by 2.4 percentage points [1] Product Segmentation - Key products in home textile exports include bedding, carpets, bath textiles, curtains, towels, and tablecloths. In Q1, bedding exports were $3.35 billion, up 4.7%; carpets at $1.05 billion, up 5.2%; bath textiles at $760 million, up 0.7%; curtains at $730 million, up 8.9%; bedspreads at $710 million, up 1.9%; towels at $440 million, down 4.3%; tablecloths at $160 million, down 9.6%; and other products at $410 million, up 1.6% [2] Market Performance - The top five markets for China's home textile exports are the United States, EU, ASEAN, Japan, and Australia. In Q1, exports to the US were $2.45 billion, up 7.7%, accounting for 32.1% of total home textile exports. Exports to the EU were $980 million, up 11.8%, accounting for 12.8%. Exports to ASEAN were $720 million, down 25.3%, accounting for 9.5%. Exports to Japan were $560 million, down 2.2%, accounting for 7.3%. Exports to Australia were $260 million, down 10.9%, accounting for 3.4% [3] Regional Performance - The leading regions for home textile exports are Zhejiang, Jiangsu, Shandong, Guangdong, and Shanghai. In Q1, Zhejiang's exports were $2.6 billion, up 12.3%; Jiangsu's exports were $1.61 billion, up 3.9%; Shandong's exports were $990 million, down 3.2%; Guangdong's exports decreased by 14%; and Shanghai's exports increased by 10.9%. Notably, Xinjiang saw a growth of 27.3%, while Guangxi surged by 72.4% [4] International Market Share - In Q1, US imports of home textiles reached $4.16 billion, up 4.1%. Imports from China were $1.71 billion, up 2.8%, accounting for 41.1%, a decrease of 0.5 percentage points. The EU imported $1.78 billion, up 24.8%, with imports from China at $670 million, up 35%, accounting for 37.3%, an increase of 3.2 percentage points. Japan's imports were $680 million, up 3%, with imports from China at $490 million, up 2.5%, accounting for 71.3%, a slight decrease of 0.3 percentage points [5] Trend Outlook - The US remains the largest single market for China's home textile exports, accounting for over 30%. A recent agreement between China and the US to reduce tariffs from 145% to 30% for 90 days is expected to stabilize export orders and lower costs in the short term. However, long-term structural trade issues and strategic competition will remain core challenges. Companies are encouraged to pursue industrial upgrades, diversify markets, enhance product value through technological innovation, and strengthen supply chain management to reduce reliance on single markets [6]