Home Textile Industry: Pformation Is Imperative

From macro to micro, "design" is affecting every industry everywhere, reflecting its value and importance.

In 2008, it is an important year for textile industry upgrading and structural adjustment, designing, owning independent intellectual property rights and increasing the added value of products.

These propositions have been put forward more and more in the adjustment period of the whole Chinese economy, especially in the domestic textile industry, as a recognized solution.

In August 4, 2008, "2008 (Autumn) Shenzhen international home textile exhibition industry summit - design change China" was held in Shenzhen.

Chi Zongjun, President of China Textile newspaper, Huang Jinquan, President of Guangdong Home Textile Association and representatives and designers from home textile enterprises from all over the country attended this forum.

Participants from the industry, ideas, talents, brands and other four dimensions on the theme of "design change China" launched a heated debate on the design status of home textile industry put forward many practical problems.

Industry: pformation is imperative

After thirty years of reform and opening up, China has become a major textile producing country in the world. China's home textile exports account for 1/3 of the world's home textile export trade, but it can not be called the world's home textile power.

Most of the export products of home textiles are still based on OEM processing, at the cost of fighting labor, fighting resources, sacrificing environment and labor benefits.

This development model has come to an end.

To break through the bottleneck of industry development, China's home textile industry must strengthen design research and development and implement brand strategy.

Although Guangdong's home textile and textile enterprises have realized the importance of innovation and implementation of brand strategy to the sustainable development of enterprises and industries as early as several years ago, from the whole industry, the pformation from "made in China" to "created in China" and "Chinese design" is just in its infancy.

China's brand must be recognized by the international market. It has a long and arduous journey.

Idea: China changes its design?

Undoubtedly, design has great historical mission in changing China and promoting the home textile industry.

Zhang Guoreng, a famous Chinese textile designer, said that in the process of globalization, the society we live in is full of challenges and conflicts. Design is, in a sense, a way to solve all kinds of contradictions and conflicts.

He also suggested that home textile designers attending the conference should diversify the market from the perspective of expanding the home textile design space.

Design innovation should let consumers think from the perspective of whole family soft decoration and become bigger and stronger.

Anthony, design director of Italy designer and Xin Di Group, believes that in the process of designing and changing China, we can not simply interpret it as the development of the Chinese market, but also develop the local culture and local concepts, develop our own market or change the current development of China. Our advantages are local. But we must note that the integration of local culture and the world's advanced culture will have a positive impact on the Chinese market. ANTONIO FARINA

"Integrating China's fashion elements into China and making China's distinctive design will not be designed to change China, but to change China's design".

　　人才：培養(yǎng)與需求脫節(jié)

The pmission of talents is an important factor determining the design level of home textile enterprises.

However, at present, the training of home textile designers is greatly divorced from the needs of the industry, which is an indisputable fact.

"It is too idealistic to know even some basic things". There are sharp criticisms of enterprises on graduates from design institutes.

According to Huo Kang, associate professor of Guangzhou Academy of fine arts, in the final analysis, the problem is that the two parties (enterprises and schools) have different understanding of design innovation.

On the other hand, there is a serious shortage of resources, the number of students has doubled, the number of teachers is not increasing, and the number of teaching hardware and software is not much. This is a very important factor affecting teaching.

The participating enterprises suggested that in order to truly connect the designers needed by the enterprises to the colleges, they should give internship opportunities accordingly.

Entrepreneurs can provide such a platform for colleges, so that we can explore the market and explore the market together, so that we can truly "market dominate products and design".

　　品牌：缺乏定位意識

The use of "design to change the industry" has become a major proposition. However, many enterprises do not have a clear concept about how to make the design create high value, how to implement brand strategy and participate in international competition.

"The core value and function of products depend on consumers," said Li Li, a senior marketing expert in blue time and space. "What consumers need now is a concept, atmosphere and experience, not just a product.

If the home textile industry focuses solely on improving quality and technology, it will not win the market in the current situation of poor intellectual property rights protection, "he stressed.

Yuan Zhicheng, director of home textiles design of Liang Liyun, believes that the problem is whether to be an entrepreneur's product, designer's product or consumer's product.

At present, the whole market is apart from "Copy" or "Copy". This is caused by the lack of brand positioning of the business owners. If the product is truly integrated by consumers, designers and the market, the products designed will surely be the products that the market needs.