China's Bedding Market: Online Sales Hit CN¥ 116.4B in 2025
By Jotham Lim
4 min read
Online sales of bedding on three of China's largest online marketplaces grew 11.1% to CN¥ 116.4 billion in 2025, according to Moojing Market Intelligence, on 7.8% more items sold at an average price 3.0% higher. Pillows grew fastest of the three largest categories, by 21.3% to CN¥ 13.3 billion, mostly because the average price of a pillow rose, and memory-foam pillows, which more than doubled, supplied more than half of the extra pillow sales.
Key figures
- CN¥ 116.4 billion: online sales of bedding in 2025, up 11.1% on 2024
- +21.3%: pillows, to CN¥ 13.3 billion, on 5.0% more units and a 15.5% higher average price
- CN¥ 39.9 billion: bedding sets, the largest category, up 4.1%
- 12.4%: the share of bedding sales priced above CN¥ 1,000 in 2025, up from 11.7%
- +2.2%: growth in January to April 2026 on the same months of 2025, with pillows up 13.6%
Method and scope: observed online sales of bedding on three of China's largest online marketplaces, 2025 against 2024, and January to April 2026 against the same months of 2025, from Moojing Market Intelligence. Bedding means the marketplaces' bedding category, which includes bedding sets, duvets and quilts, pillows, mattress toppers, summer mats, sheets and covers, blankets and mosquito nets among other items, and leaves out mattresses sold as furniture. This is online sales only, not the total market.
How big is China's online bedding market?#
Online bedding sales on the three marketplaces reached CN¥ 116.4 billion in 2025, up from CN¥ 104.8 billion in 2024. Bedding sets are the largest category, at CN¥ 39.9 billion, followed by duvets and quilts at CN¥ 25.9 billion and pillows at CN¥ 13.3 billion, and of the three, pillows grew fastest.
| Category | 2025 online sales | Growth on 2024 | Share of bedding, 2025 |
|---|---|---|---|
| Bedding sets | CN¥ 39.9 billion | +4.1% | 34.3% |
| Duvets and quilts | CN¥ 25.9 billion | +12.9% | 22.2% |
| Pillows | CN¥ 13.3 billion | +21.3% | 11.4% |
| All bedding | CN¥ 116.4 billion | +11.1% | 100% |
Exhibit 1. Source: Moojing Market Intelligence, observed online sales on three of China's largest online marketplaces, the three largest categories, 2025 against 2024. Not the total market.
Growth slowed at the start of 2026. Online bedding sales in January to April 2026 were CN¥ 32.6 billion, 2.2% higher than in the same months of 2025, while pillows kept growing faster than the category, by 13.6%.
Why are Chinese shoppers paying more for pillows?#
Pillow sales grew 21.3% in 2025 while the number of pillows sold grew only 5.0%, so the average price rose 15.5%, from CN¥ 91.4 to CN¥ 105.6. Memory-foam pillows, which all three marketplaces list as a category of their own, more than doubled to CN¥ 2.0 billion, far faster than pillows as a whole.
| Price per pillow | Share of 2024 sales | Share of 2025 sales | Growth |
|---|---|---|---|
| Under CN¥ 100 | 34.8% | 32.1% | +12.0% |
| CN¥ 100 to 200 | 17.8% | 19.9% | +36.1% |
| CN¥ 200 to 400 | 21.7% | 19.0% | +6.1% |
| CN¥ 400 to 600 | 10.4% | 15.0% | +75.0% |
| CN¥ 600 and above | 15.3% | 14.0% | +10.5% |
Exhibit 2. Source: Moojing Market Intelligence, observed online sales of pillows on three of China's largest online marketplaces, 2025 against 2024, by price per item. Not the total market.
Pillows priced between CN¥ 400 and CN¥ 600 grew 75.0% and took 15.0% of pillow sales, up from 10.4%, and pillows between CN¥ 100 and CN¥ 200 also gained share. The cheapest pillows, under CN¥ 100, grew 12.0%, more slowly than pillows as a whole, and their share fell from 34.8% to 32.1%.
Is the bedding market trading up?#
The bedding market as a whole moved up at the top and held steady at the bottom in 2025. Bedding priced above CN¥ 1,000 grew 17.4% to CN¥ 14.4 billion and rose from 11.7% to 12.4% of bedding sales. Items under CN¥ 100, the largest price band at 27.7% of sales, grew in line with the market and kept their share.
What does this mean for bedding brands in China?#
The 2025 data shows bedding as a whole growing mainly on the number of items sold, and pillows growing mainly on the price of each pillow. In pillows, the fastest growth came from memory-foam pillows and from two price bands, CN¥ 100 to 200 and CN¥ 400 to 600, while the band between them grew 6.1% and pillows above CN¥ 600 grew 10.5%.
Earlier editions#
This is the 2025 edition of our coverage of China's bedding market. Earlier editions measured a different period, so their figures are not comparable with the ones above. They covered the online bedding market and its price tiers in H1 2024 and two brand strategies in premium bedding in H1 2024.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
Online sales of bedding on three of China's largest online marketplaces reached CN¥ 116.4 billion in 2025, up 11.1% on 2024, according to Moojing Market Intelligence. Bedding sets were the largest category at CN¥ 39.9 billion, followed by duvets and quilts at CN¥ 25.9 billion and pillows at CN¥ 13.3 billion. These are online sales only, not the total market.
Mainly on price. Online pillow sales on three of China's largest online marketplaces grew 21.3% in 2025, according to Moojing Market Intelligence, while units grew 5.0%, so the average price rose 15.5%, from CN¥ 91.4 to CN¥ 105.6. Memory-foam pillows more than doubled to CN¥ 2.0 billion, and pillows priced between CN¥ 400 and CN¥ 600 grew 75.0%.
More slowly. Online bedding sales on three of China's largest online marketplaces in January to April 2026 were 2.2% higher than in the same months of 2025, according to Moojing Market Intelligence, while pillows grew 13.6%.
