By Chen Ke

On the morning of 4 June, in a home textile store located on the ground floor of the Baltic Pearl Building in the Krasnodar district of St. Petersburg, Russia, local residents frequently walked in and out, selecting their favorite home textile products.

The store was established by Jiangsu Kairui Home Textiles Technology Co., Ltd. in Nantong International Home Textile Industrial Park on 6 March. And Kairui Home Textiles became the first enterprise in the home textile industrial park that had opened a store overseas.‘At present the sales are quite good. The first batch of goods has been sold out. The second batch of goods was just replenished half a month ago.’Wu Haoran, the deputy general manager of Kairui Home Textiles, said.

Since it went overseas in the early 1990s, Nantong home textile industry has always been committed to the‘going global’strategy, aiming to become a‘world-class home textile factory.’Entering the new era, a group of Nantong home textile professionals, represented by Kairui Home Textiles, are striving to compete in the mid-to-high-end home textile market.

‘10 years ago we started trying to sell independently on Amazon overseas, hoping to build our own brand, but we didn't succeed.’Wu Haoran analyzed that Nantong home textiles are well-known domestically, but not internationally. The brand is in the hands of others, so we have no pricing power, no brand strength, and limited customer acquisition channels.

In response to this, Nantong home textile companies have begun to try, with very clear goals: not to compromise on price, but to target the overseas mid-to-high-end market. ‘We also did a lot of research and found that due to various reasons, there is a gap in Russia's mid-to-high-end market, so we chose to start a new attempt to “go global” here.’ Wu Haoran said.

In the past few years, both enterprises and government departments have reached a consensus that the root cause of the pain points in the‘going global’of home textiles lies overseas, where the influence of Nantong home textile brands is insufficient.

Based on this, Nantong has made every effort to improve the quality and efficiency of the collective trademark operation of ‘Nantong Home Textiles’ and continue to expand the overseas radiation of Nantong Home Textiles brands.

In October 2025,‘Nantong Export Brand Overseas’(Dubai Session) and Nantong Industry Promotion Event was held in Dubai, UAE. It was Nantong's first self-organized overseas exhibition, marking Nantong's high-end textile industry's efforts to enter the Middle East market and making the‘Nantong Home Textiles’brand more familiar to foreign countries.

As pioneers in this field, KairuiHome Textiles and Bulannialso have their own considerations. ‘We hope the government can help broaden trade routes, paying more attention to overseas e-commerce in addition to offline channels,’ Wu Haoran suggested.

【背景阅读】

南通家纺勇敢闯全球

6月4日上午，位于俄罗斯圣彼得堡市红村区芬兰湾波罗的海明珠大楼一楼的一家家纺专卖店里，不时有当地居民进出，挑选着自己心仪的家纺用品。

这家专卖店由位于南通国际家纺产业园区的江苏凯瑞家纺科技有限公司于3月6日设立。由此，凯瑞家纺也成为家纺园区首个在国外设立专卖店的企业。“目前销售还不错，第一批货物已经售罄，半个月前刚补了第二批货。”凯瑞家纺副总经理吴浩然介绍。

从上世纪九十年代初走出国门，南通家纺就一直坚定走“出海”之路，成为“世界家纺工厂”。进入新时代，以凯瑞家纺为代表的一批南通家纺人，正在努力尝试，竞逐中高端家纺市场。

“10年前我们就开始尝试在国外的亚马逊平台独立销售，希望能够打响自己的品牌，但没有做起来。”吴浩然分析认为，南通家纺国内知名，但国外并不知晓，品牌在别人手里，自己没有定价权，也没有品牌力，获客渠道狭窄。

对于此，南通家纺企业开始尝试，目标都很明确：不卷价格，瞄准海外中高端市场。“我们也做了大量调研，发现俄罗斯因为种种原因，中高端市场存在空白，于是选择在这里开启‘走出去’的新尝试。”吴浩然说。

近年来，无论是企业还是政府部门，都已达成共识，家纺“走出去”痛点的根本原因还是在海外，南通家纺品牌影响力不够。

基于此，南通全力推进“南通家纺”集体商标运营提质增效，持续扩大南通家纺品牌的海外辐射力。

2025年10月，“南通名品海外行”（迪拜专场）暨南通产业推介活动在阿联酋迪拜举行。这是南通首场海外自办展，标志着南通高端纺织产业发力中东市场，也让“南通家纺”品牌更让国外熟悉。

作为先行者的凯瑞家纺、布蓝尼也有着来自企业的考量。“希望政府能够协助拓宽贸易路线，除了线下，更多关注海外电商领域。”吴浩然建议说。