In 2012, Mengjie Home Textile had over 2,700 retail outlets, Fuanna Home Textiles planned to open around 300 new stores that year, and Luolai Home Textile was expected to maintain a net expansion of 400–600 stores in 2013. Whether it was expanding into second- or third-tier cities or opening community-based stores, it seemed unlikely that other home textile brands would surpass these three companies in terms of store numbers.
However, with the rise of e-commerce, the concept of "home textile distribution" has begun to flourish. This model could potentially change the game, turning tens of thousands of people into sales agents who help promote products. If Ma Yun’s Taobao helped create jobs for millions in China, then the distribution model addresses the supply side for those same individuals.
**Home textile distribution may become the next big opportunity for investment and joining.**
With the growth of e-commerce, some home textile companies have seen impressive results by entering the online space. While many others are watching and waiting, they’re hesitant about whether they should take the plunge. Concerns include a lack of skilled personnel, uncertainty about return on investment, and potential conflicts with existing franchisees. As a result, many brands remain on the sidelines.
But entering e-commerce is more than just setting up an official flagship store—it's also a new path for distributors. Even though companies like Vikko, Luolai, Mengjie, Boyang, Shengyu, and Mercury have official stores on platforms like Tmall, they’ve also embraced the distribution model, not wanting to miss out on this opportunity. These brands are actively recruiting sellers, often requiring them to have at least one diamond rating. Boyang and Mercury, in particular, have top-selling distribution products, with volumes reaching 2,508 and 1,283 units respectively.
It’s clear that traditional methods of attracting investors in the home textile industry are now being reimagined online. The shift from export to domestic sales has also created challenges for many companies. While some try to replicate successful models, attracting new investors has become increasingly difficult. Industry experts believe that the key to successfully transitioning from export to domestic sales lies in finding a strategic point of convergence—and the emerging "distribution" model might be exactly what these companies need.
Home textile distribution involves companies providing product image packages and authorizing online sellers to sell their goods. They also offer flexible return policies and strong after-sales support, which helps attract high-quality sellers to promote products across the web.
While most home textile brands focused on first-tier markets, some found success by targeting second- and third-tier cities. When everyone shifted attention to those markets, others began exploring community-based stores. Now, as brands launch online flagship stores, is there anyone thinking about building a home textile distribution network first? Perhaps a new, well-known name in home textile distribution is just around the corner.
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