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A New Round Of Consumption Storm: Health Care Functional Textiles Compete For "Darling"

2010/9/2 11:42:00 69

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With the diversification of health consumption, when eating "health" has become the consensus of the public, "wear out health" and "sleep out of health" are gradually occupying the subconscious of consumers, becoming a new consumer storm.

In order to "get out of health" and "sleep out of health", health care functional textiles can not be absent naturally. High tech and high value-added health care functional textiles not only promote textile and clothing to a higher level, but also become the "Darling" of current mass consumption.

Health care textiles sprung up

Health care function

knitting

And household textiles account for about 8% of knitted products and home textiles. According to statistics, sales of health care functional textiles in 2009 reached 100 billion yuan, which has caught up with the year of "big brother" health food.

Sales volume

And it will increase at an annual rate of 20%.

When it comes to the market of China's health care functional textile industry, it is necessary to start with the market of Chinese health care products industry.

China's current health care products industry mainly includes three parts: health food, health care products and health care services, and health care functional textiles belong to the ranks of health care products.

China's health care products industry has been developing rapidly since 1980s, and has rapidly developed into an industry with unique characteristics and huge market potential.

After the adjustment period of 6 years from 2003 to 2008, China's health food industry entered a new stage of orderly development from 2009.

In 2009, China was known as the world's second largest health food market with a market scale of US $13 billion 400 million (about 91 billion 120 million yuan), and the gap between the United States and the largest market in the United States was only 2 billion 700 million dollars.

"According to the expectation, the gross domestic product of China's health industry will reach 960 billion yuan, 24800 billion yuan and 57200 billion yuan in 2010, 2015 and 2020 respectively. The annual growth rate of the gross domestic product of health care industry will reach 20%, and the development space will be huge."

Zhang Fenglou, director of China Health Care Association, said.

In the context of such a huge market potential of China's health care industry, health care functional textiles, as one of them, also have a good performance, and are catching up with the health care food industry, known as the "big brother of the health care industry".

From the middle of 90s of last century to the present, the development of health care functional textiles in China has been developing for more than ten years. At present, it is showing the characteristics of rapid development and strong consumption demand.

And in variety, quantity,

Sales volume

The market is growing rapidly and is becoming more and more popular in the global market.

High tech and high added value health care textiles have become a new growth point in China's textile industry.

Zhou Bangyong, Deputy Secretary General of the China Health Care Association, explained: "health care knitted and household textiles have accounted for about 8% of the knitted products and home textile products. The sales of health care functional textiles in 2009 reached 100 billion yuan, which has caught up with the annual sales of health food and increased by 20% annually."

In other words, health care textiles have gone beyond health food.

Attractive market potential

Compared with China's textile industry's average profit margin of only about 3.97%, the general profit margin of health care functional textile enterprises can reach 15% - 50%.

Health care textiles are breaking traditional textiles from low value-added circles.

At present, the average profit rate of China's textile industry is only about 3.97%, and the average profit margin of Enterprises above Designated Size 2/3 is only 0.36%.

Because of this, although the scale of the industry is large, it can not afford to stir up trouble.

But on the contrary, health care functional textile products can meet the health needs of consumers, have certain scientific and technological content and practical value, which determines their high added value. The general profit margins of health care functional textile enterprises are between 15% and 50%.

As Du Yuzhou, chairman of the China Textile Industry Association, made clear when it comes to the "contribution rate of science and technology", health textiles will become an important development direction of the textile industry.

It can be said that health care functional textiles make traditional textiles break away from the low value-added circles.

At present, in the field of health care in China, health food is mainly in the middle and old aged market, and the young consumer group has always been small. But health care functional textiles can break through this age limit, the market coverage is wider, and the market segmentation ability is bigger.

Not only that, it is a tempting "cake", but also because the Chinese health care functional textiles market has a good consumption environment.

With the rapid development of China's economy, the per capita national income has reached US $3000, people's living standards have been rising, consumer demand has been rising, and health concerns have also been increasing. This has ushered in the golden development period for the consumption of health care functional textiles.

Moreover, in the "one child era" with more than 100 million children in our country, parents care more about their children's health than any other time. They are willing to spend money on their children to buy health.

As the current consumption force, "80" and "post-90s" advocate nature and advocate health. They are not only keen on fashionable clothes, but also enjoy textile products with health care functions. They are not stingy to pay for their health.

Health care functional textiles can not only be a great achievement in the field of textile and clothing, but also can extend more products with high technology content and high added value to other fields.

For example, dressings, bandages, supporting belts, surgical lines, and many professional athletes in the sports field can be used with high technology, high value-added health care functional textiles.

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At present, health care functional textiles have become the mainstream industry.

According to the experts' prediction, the health care function textile industry will continue to maintain a growth rate of over 20% for a considerable period of time. At least in the expected 10 or 20 years, this trend will not weaken.

Therefore, by 2015, the consumption of health care functional textiles is expected to reach 200 billion yuan.

China's health care functional textiles market has great potential for development in the future. It is an attractive cake.

As Yang Shibin, director of the China knitwear industry association, said, "health care functional textiles have a bright future. We should seize opportunities and build a new platform for knitting industry."

Brand building and channel development become the key

In the industry value chain, R & D and service at the two ends of smile curve are weak links in China's health care function textile industry, especially marketing and service.

Brand building and channel development, the two complement each other, are indispensable, together determine the future of China's health care functional textile enterprises and the whole industry.

At present, there are many enterprises engaged in the production and operation of health care textiles in China, but there are not many famous brands in China, but the brand of Chinese health care functional textiles that can be heard in the world is even fewer.

Although China's health care functional textiles start late than abroad, but from a global perspective, China is a large textile producing country and a large consumer country. The reputation, reputation and loyalty of health care functional textile brands have not yet been set up. China's health care functional textile enterprises still need to strengthen brand building.

As Larry Wright, an American advertising research expert, said, "owning a market is more important than having a factory. The only way to have a market is to have a market winning brand first."

Apart from brand building, at present, many domestic research and development of functional fibers have not really gone to the market terminal, but also to consumers, that is, channel construction is not perfect.

This is also a realistic problem that can not be avoided.

Yang Shibin, director of the China knitwear industry association, pointed out clearly that "in the industrial value chain, research and development at the two ends of the smile curve is a weak link in China's health care function textile industry, especially marketing and service."

"Win by" Dao ", explore marketing channels, build health care functional textile trade platform, implement famous brand development strategy, promote domestic market, expand international market, and establish influential international brand.

Zhou Bangyong, Deputy Secretary General of China Health Care Association, believes that marketing channel is one of the key links in the long-term development of health care functional textiles.

In the field of channel expansion, health care textile enterprises have many successful examples for reference.

Take the Amway brand, which belongs to the health care products industry, has its own unique and fast acting mode in the development of sales channels.

Besides, at present, some of the domestic industry enterprises have also taken part in the front.

For example, Beijing Huaxing Hai CI Biotechnology Co., Ltd. is breaking through from traditional textiles, "jumping out of textile and weaving", taking traditional textile as the carrier, professionally subdividing and positioning, developing health care functional textiles, giving full play to its advantages and creating unique brand.

Moreover, we should use modern innovative ideas to elongate the industrial chain and realize the whole process of industrial development.

Adopting the way of alliance cooperation, scientifically integrating superior resources, signing strategic cooperation agreements with dozens of alliance textile and garment enterprises.

What is more worth mentioning is that its professional terminal brand operation company based on Beijing, is leading the national terminal market with leading technology, strict quality supervision, perfect marketing, fast logistics distribution and advanced terminal store management concept.

It can be said that it is one of the representatives of industrial enterprises in terms of brand building and channel development.

Brand building, brand culture, brand image, brand service, brand management mode and brand innovation system need to be operated in an all-round way. The function of marketing channel to brand is like the blood vessels in human body, conveying nutrients and deciding the rise and fall of brands at the same time.

Brand building and channel development, the two complement each other and interact with each other.

They jointly determine the future of China's health care functional textile enterprises and the whole industry.

Background link

Function and industrial application of pure chitosan fiber

Chitosan, also known as chitin, is a cationic glucosamine polymer extracted from crab and shrimp shell by modern high technology.

Chitosan is the second natural biological organic resource which is next only to cellulose in nature.

It is known as the "human immune guard" and "the sixth vital elements of the human body".

Chitosan fiber is made from chitosan as the main raw material, dissolved in appropriate solvents, prepared into a certain concentration of colloidal spinning raw liquid, and then spinnered, solidified, stretched and so on, and has been prepared into polymer functional materials with certain mechanical strength.

The structural similarity between chitosan fiber and cellulose makes it not only has a cellulose like usage, but also has a wider application than cellulose from the characteristics of amino polysaccharide.

Chitosan fiber has special properties such as bioactivity and biocompatibility, biodegradability, biocompatibility, non-toxic and small antigenicity. It has been widely used in digestive system surgery and plastic surgery.

In addition, chitosan has excellent biomedical functions such as bacteriostasis, anti-inflammatory, hemostasis, analgesia, and promoting wound healing. It is widely used in manufacturing special medical products, especially in Japan and the United States. It has made artificial skin, hemostasis cotton, gauze, hemodialysis membrane and various medical dressing.

More importantly, chitosan fiber has the advantages of antibacterial, mildew proof, deodorizing, moisture absorption, moisture retention, softness and good dyeing. As a new functional natural green textile material, chitosan fiber is being applied to health care functional textiles, serving a wider population.