China'S Home Textile Industry: Competition Intensifies, Forcing Innovation

In the first half of the year, < p a > href= > http://sjfzxm.com/news/index_f.asp > Home Textile Industry > /a > the "grand competition" continues to emerge. Fierce market competition urges all home textile enterprises to constantly adjust their brand strategy and force the terminal market.

From seeking cross-border cooperation to upgrading the technological content of products and exploring new terminal marketing modes, the home textile brand can be seen as distinct.

For brands, there will be competition in the market, competition and development.

In this issue, we selected several notable brand cases to provide reference for the construction of home textile brand in the second half of the year.

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< p > < strong > inheritance value < /strong > < /p >

< p > Event playback: on the theme of "heritage and Transcendence" of the Yuhang Home Textile Industry Association annual meeting, Yang Linshan, chairman of the Yuhang home textile industry association and chairman of the public hope Holding Group Co., Ltd., said that the theme of "inheritance and Transcendence" is because the first generation entrepreneurs of Yuhang's textile industry are gradually getting old, and the enterprises are facing the problem of how to inherit and continue.

The topic of children's succession has been placed in front of the enterprise.

At the meeting, many of the older generation of home textile enterprises entrepreneurs and their successors spoke in succession to discuss the topic of handover of private textile enterprises.

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< p > comment: because of the limitation of objective conditions, the cultural level of the older generation of Yuhang decorative cloth entrepreneurs is relatively low, and to the successor generation, it is basically after 80.

The new era has made new demands on these young people, and the industry form is totally different from that of the previous generation.

In the eyes of the older generation of home textile entrepreneurs, the handover problem can not be careless, but it can not be forced. This is a matter of letting nature take its course.

They believe that young people have new ideas and innovative spirit, and enterprises may reproduce their youthful vigor in their hands.

The new generation of successors think that inheriting their parents' wealth is not as good as inheriting their values and hard work and enterprising spirit, because steadfast and steady is the first step to success.

For the "two generation", the most basic and critical quality requirement for inheriting a father is dedication, and "dedication is greater than professionalism".

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< p > < strong > big card meets master < /strong > < /p >.

< p > Event playback: in March 1st, the signing ceremony of the "MaxMa2014 love affair" MaxMa2014 cross-border art exhibition and the co operation of Bo Yang home textile and MaxMa was held in Beijing.

The main composition of the exhibition, love of the fallen city, is very simple. It adopts the classical composition method of "hanging gold hook" in traditional Chinese painting, and it can be seen that the technique of photography and post production can be rubbed into MaxMa by the way of layout before and after the Qing Dynasty.

In MaxMa's view, furniture, cloth and clothing are also channels for artistic expression. This coincides with the idea of "living art and bringing art into life".

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< p > comment: Nowadays, cross-border cooperation has become commonplace in home textile industry.

This time, the design and creation of Bo Yang home textile will be rich in cultural details and artistic temperament, and will be applied to the design of all kinds of household products, which can bring consumers different artistic experience and home feeling.

In addition, Bo Yang home textile cooperation in the cross-border cooperation with the famous dress designer GraceChen.

In the second half of this year, there will be a number of wedding and custom made home textile products designed by GraceChen to make the consumers get more artistic experience in the second half of this year.

In recent years, the brand competition in the home textile industry is fierce, and consumers are demanding more and more products. Therefore, it is an excellent choice for domestic textile enterprises to take cross-border cooperation. It can not only make the brand find a new way in competition, but also enhance the cultural connotation and enrich the product category.

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< p > < strong > technology home textiles into life < /strong > /p >

< p > Event replay: in April, Inner Mongolia Xinlong cold proof products factory developed a "natural buckwheat shell cooler" for the summer cooling products market with great potential for development. The product was popular and recognized by consumers.

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< p > May, Zhejiang Heng Mei home textile Co., Ltd. developed a permanent antibacterial fabric for Tianzhu fiber fabric.

The fabric is highly integrated with natural antibacterial, bacteriostatic, soft overhanging, comfortable and beautiful characteristics of Tianzhu bamboo fiber. Combined with the characteristics of long and smooth cotton with smooth and flexible structure and uniform structure, high density and high density weaving process has been adopted, so that the fabric has reached or surpassed the national standard in terms of shrinkage, color fastness and ball resistance.

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< p > comment: Nowadays, the home textile market is paying more and more attention to functional products. Consumers are no longer satisfied with traditional home textile products, but extend to functional household textiles such as mite resistance, bacteriostasis, water absorption, quick drying, special flexibility, UV protection and warmth retention.

In the first half of this year, many home textile brands have been complying with the market demand and launched home textile products with various functions.

However, with the continuous development of functional home textiles, the market order is difficult to be guaranteed due to the lack of industry standards.

In sales, many functional products are exaggerated and misleading consumption.

In response, insiders said that the relevant industry standards should be issued as soon as possible, so as to maintain the healthy development of the functional home textile market.

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< p > < strong > explore "millet mode" < /strong > /p >

< p > Event replay: in March 20th, a 2 day "Yong Liang towel" 2014 new product strategy conference and distributor summit was held in Shijiazhuang, Hebei.

At the meeting, Duan Liang, the head of Everbright towel, said that millet mobile phone only made a product every year, using the strategy of "focus on quality". In fact, this is also a spotlight effect brought by a single product. "Millet" has brought this into full play, and the goal of Yong Liang now is to make fine products in towels.

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< p > comment: what is the "millet mode"? It will be pushed to the market with relatively advanced and cheap hardware products, so that users can feel the temptation of cost performance.

Then enhance experience through software and service, surpass customer's psychological expectation.

Finally, through Internet direct selling, we cut down the cost of traditional entity stores and support the overall low price strategy.

The value of "millet mode" is that it subverts the traditional business mode with "Internet thinking".

Nowadays, people's life, consumption habits and consumer market are constantly changing. Under the impact of the Internet, all industries are innovating and changing.

Towel industry is also difficult to maintain a consistent traditional mode, must be pformed, adapt to change, this is imminent.

This time, Yong Liang towel starts from the pformation of the way of thinking, and is carrying out a counter attack, that is, making the towel industry "millet", aiming to explore a new marketing mode for the industry.

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< p > < strong > > no competition. "/strong > < /p >

< p > Event playback: since May, the home textile industry has become bustling and boiling, and the ordering of autumn and winter new products of every major textile brand will take turns.

Judging from the new products launched by various brands, this autumn and winter home textile products are innovative in design, and there are many innovative and creative elements.

Some home textile giants such as Luo Lai, Fu Anna, Sha shark, Meng Jie, Kasen, mercury, Bo Yang and so on, can be equally divided and equal to the design of new products.

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< p > comment: in the past, the home textile brand's input in the new product ordering meeting was "great".

Movie stars, models, show, singing and dancing performances, spot raffle...

All kinds of luxurious and innovative links are staged in turn. So expensive and costly new orders will be held two times a year.

But for the brand, this kind of money, though painful, is also willing, because it needs to be "ostentation". It seems that there is a temporary "no matter how the product is," first of all, to override the "lofty aspiration" of other competitors in the momentum.

However, this year, the "luxury banquet" of home textile brands has generally shrunk, instead of providing more product shows, preferential policies, joining training and expert lectures for franchisees.

The home textile brand no longer pays attention to the "tall and tall" in the form of order, but is more "grounded" on the content, giving back funds to the franchisee in a more practical way.

In fact, it doesn't matter whether the stars are present or whether there are lucky draw links. They are just a form that can make people happy and add to the brand cohesion. But the relationship with the actual order is not very close. The quantity of the order depends on the strength of the brand itself.

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< p > < strong > selling brand culture < /strong > /p >

< p > Event playback: in February, Feng Yi, the founder of the home textile business, announced that he had won the B round of financing from the Hainer Asia SIG leader and Yintai capital, and the financing was only a year away from the last A round of financing.

Feng Yi said that the attention and injection of many investment "bigwigs" were mainly due to the fact that YM home textile is different from other home textile business brands.

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< p > comment: Nowadays, few home textile brands do not do e-commerce, and in these home textile business, they choose to do more comprehensive or vertical B2C, and dare to do the "brand name".

Perhaps it is the brand spirit that it tries to try to attract a large number of investors.

There is a classic "Zhang Xiao box series" in the products of the man's home textiles. He is a fictitious character.

In terms of marketing, it is more from the perspective of cultural dissemination to promote products.

For example, the theme of love is to create a love story between a small box and a Lili box, and take this as the main line to do product marketing.

This kind of cultural implication is contained in the product, so that consumers not only feel good when buying products, but also agree with the way of brand culture, which can increase user stickiness and make the brand communication faster and deeper.

This is a fast, effective and accurate brand marketing method in the competitive home textile industry.

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