The Development Of Market Lacks Mining Channels -- Home Textile Industry: Sales Volume Is Limited And Vitality Is More Than Enough.

In the first half of 2011, Home textile industry Almost all the focus topics are focused on the domestic market, and many people have great hopes for the domestic market. However, the actual sales situation is not as strong as expected. Domestic market The vitality and potential of the company still have a heart to heart.

　 Market under excavation

The analysis of economic performance in the first quarter also showed that the growth of domestic market output slowed down, and the market sales decreased compared with the same period last year. The price of raw materials, power supply and labor cost all affect the development of the industry. In this case, it is very important to excavate the market demand.

Yang Zhaohua, President of the China Textile Association, once said that "12th Five-Year" is the stage of consumption upgrading, and there is still much room for development in the home textile market, such as 1% of the urbanization population, 36 million sets of affordable housing, 12 million newly married people and 6 million newborns each year.

A series of data enable enterprises to see the hope and reflect whether they have fully excavated the market demand and whether they really want to segment the market. Market segmentation is not only for product classification, but also for product design. The about one billion population of the country has different tastes and preferences. As long as the brand takes the interest of a group of people, there is enough room for development. Home textiles market is so large that homogenization can be avoided.

In May, at a Textile Fair in Keqiao, China, the designer of a Korean studio with the Zhejiang modern textile industry research institute posed an awkward question to reporters: "Why are Chinese manufacturers always popular what to do?" Why do I do this? I am afraid it is still difficult to get away from the two words of "interest". Popular It means selling too much and making big profits. Moreover, it does not require enterprises to do research and development, and there are more products on the market. However, this is not conducive to the long-term development of the brand. It is difficult to keep the market long without a fixed style. If the brand lacks long-term goals and plans, it will not be possible to put long lines into big fish.

　　 Channel development

To say that the domestic market is dynamic and potential, we must start with channels. For many years, the home textile industry has been exploring the importance of channels and how to expand channels. This newspaper also predicted that this year is a year of great development of channels. Finally, in the middle of this year, this issue has improved, or even a breakthrough. The new channels are coming one after another, and the old channels continue to expand. Everyone is trying to change the status quo of the "two landlords", and a solid step has been taken in channel innovation.

In May of this year, Beijing launched two brand-new channels: the eco life hall covering the natural, eco-friendly home textile products and the Taobao mall's love bee's home experience Museum, which is designed to facilitate consumers' offline experience. The former provides a unique world for home textile products, which are mainly raw materials such as linen, wool and other natural fibers, which are strong in season and small in output. The latter opens up a new and low-cost display platform for the home textile brand which pays much attention to the sales of terminal products but does not have much money to publicize. Although these two channels have not yet formed too large scale, their creation represents the innovation of home textile channel, which means opening a new situation for the home textile brand. The home textile industry has begun to gradually get rid of the fact that no money has been advertised without agent, no agent has no market, and no market has no reputation. Boyang home textile is a model in this regard. Many times it refreshed the sales record of single store in Taobao mall, and became the first home textile brand stationed in the home Museum of love bees. Although the Zhaojun brand, which mainly produces camel products, has no agent in Beijing, it has opened the Beijing market with the opening of the eco living hall.

The old channel of home textile professional market is also constantly upgrading and updating, trying hard to inject new vitality into the home textile market. The three phase of the Beijing home textile market has been basically completed recently. The area of 600 thousand square meters makes it truly become the carrier in the home textile market; the side Shi international curtain city will cooperate with the kbao home decoration company, and make use of its influence to create a model of soft clothing to drive the sales of cloth products in the curtain city. The home textile professional market is striving for a more professional and subdivision direction and exerting its own resource advantages.

In addition, the exhibition continued in the first half of the year. From the Frankfurt home textile exhibition in January to the Shenzhen home textile exhibition in March and the home textile exhibition in Shanghai, the spring and summer family textile exhibition, the Hongkong home textile exhibition, the Beijing international high-end bedroom supplies exhibition, the Oya home textile exhibition, and the gift show, the consumer Expo and so on, more than ten home textile professional exhibitions and home textile related exhibitions, providing a suitable publicity platform for different grades of brands. Large brands and investment oriented brands often choose professional exhibitions, which can attract franchisees and agents, while small brands tend to focus on ordinary consumers as the "mass Exhibition". According to industry sources, individual manufacturers do not have much headquarters. Only by participating in large and small exhibitions every year, they can sell home textile products at the exhibition, thus ensuring profits and maintaining operation. In pursuit of brand success today, we do not encourage such practices, but this shows the importance of such channels and platforms.

　 Brand cooperation

At the beginning of this year, the newspaper said that the words "merger and acquisition" and "cooperation" will become the commonly used words in China's home textile industry. On the opening day of the March Chinese Acupuncture Association, the Zhejiang rokraft acquisition of Shanghai Hui Yi news conference held the first shot of capital integration in China's home textile industry. After the merger, the two brands still carry out the principle of independent development and operate according to their respective characteristics. On the first day of the spring and summer home textile exhibition held in early April, the sponsor held a Specialized Committee working conference. At the exhibition, Lu Wenlong, chairman of the company, proposed to cooperate with distributors and jointly establish the next line business. Online business is run by brand management and dealers under the line. This saves costs and benefits the distribution of profits between producers and distributors and maximally achieves win-win results. Lu Jinzhou, general manager of Kimberly Textile Co., Ltd., also said that he would work with Italy Constantine to set up a design shop incorporating a complete set of soft clothing products such as fabric, lighting and low carbon. In early June, the French company's brand Xin Ting home textile and Shanghai Jede home textiles formally announced the marriage, set up the Xin Ting Jede joint venture, and then launched the new autumn and winter new products of the new company.

Such a home textile industry is full of vitality and suspense. People never know the strength of the brand after M & A, joint venture and cooperation, and what potential can be excavated. When all kinds of costs are growing and enterprises are facing increasingly fierce competition environment, seeking partners is the best way to go forward. After all, the advantages of each enterprise are different. Proper cooperation can enable enterprises to learn from each other's strengths and weaknesses, effectively integrate resources, and exert the maximum energy to enhance the competitiveness of enterprises.