Home Textile Industry: Seize The Throat Of Brand And Channel

Since the beginning of this year, the development trend of China's home textile industry has improved.

According to the statistics provided by the National Bureau of statistics for the above 2536 home textile enterprises, the total output value of industrial enterprises in 2010 1~8 was 134 billion 575 million yuan, up 25.1% from the same period last year, an increase of 16.9 percentage points compared with the same period last year; the delivery value of exports was 35 billion 384 million yuan, an increase of 17.66% over the same period last year, a 26.6 percentage point increase over the same period last year; the main business income was 129 billion 140 million yuan, an increase of 25.37% over the same period last year, an increase of 16.66 percentage points over the same period last year.

On the export side, according to customs statistics, the export of home textile products was 16 billion 440 million US dollars in 1~8 months this year, an increase of 27.77% over the same period last year, and the growth rate increased by 39.43 percentage points over the same period last year, an increase of 3.49 percentage points over the 1~5 months of this year.

"It is not difficult to see the above data. Although facing the adverse factors such as the increase of factor costs, exchange rate changes and the rise of trade protectionism, the home textile industry has actively changed its development mode and overcome difficulties and achieved good development.

Under the "12th Five-Year plan" goal, we must enhance the competitiveness of China's home textile industry and move towards the high end of the industrial chain. The promotion of brand culture and the innovation of marketing channels are quite important.

Yang Donghui, vice president of China Textile Industry Association and honorary president of China Textile Association, said.

"Brand culture and channel innovation have always been a major task for the home textile industry during the '12th Five-Year' period.

After more than 10 years of development, China's home textile industry has achieved leaping development from small to large.

It is understood that in 2000 ~2007 China's home textile industry grew at an annual rate of over 20%, while the growth rate slowed down in 2008, but it was also around 11.5%.

In 2009, the output value of the home textile industry reached 900 billion yuan, with a total market volume of about 500 billion yuan.

As a matter of fact, how to further enhance the added value of products and enhance their achievements

Brand should be good at creating different.

Now, any terminal consumer product is no longer a simple emphasis on function, more and more inseparable from fashion.

Brand culture can create different culture, and culture is the manifestation of brand personalization.

In fact, last year, the seven ministries and commissions of the state promulgated the "guiding opinions on accelerating the construction of independent brand of clothing home textiles", which shows that the home textile industry has been highly valued at the national level.

In the process of advancing from "big textile country" to "strong textile country", the construction of independent brand in textile and clothing field is undoubtedly crucial.

Zhejiang

In the view of Li Kailuo, President of Guangdong Fashion Dress Industry Economic Research Institute and President of Bi LAN international, the most important thing for brands is to create differences, constantly build relationships with consumers, and to make consumers have a deep impression.

He also takes Harley's brand culture expression (not a motorcycle manufacturer, but a "change" free lifestyle provider) as an example to show that brand culture can create a different culture, and culture is the manifestation of brand personalization.

But it is worth noting that the construction of independent brands is obviously not a unilateral business.

Then, as a government, how should we promote brand building?

Wang Wei, deputy director of the consumer products division of the Ministry of industry and information technology, said that from the angle of pformation and upgrading, we should gather all kinds of forces at present, do well in product structure adjustment, industrial structure adjustment, regional structural adjustment, and enterprise structure adjustment. These four aspects are very important for brand building.

Wang Wei also said that providing relevant substantive services to enterprises is one of the tasks that the government can not overlook.

"The government ensures that public finance can provide more support for the construction of the public service system.

In the preceding paragraph, we communicated with other relevant ministries and departments, and there will be some substantive impetus in this respect.

In terms of cultivating leading enterprises, Wang Wei believes that the real system innovation and integrated innovation can only be undertaken by leading enterprises.

The leading role of leading enterprises is crucial to the formation of industrial clusters and the entire industrial chain.

"In fact, every year, the support for leading enterprises is the focus of our technological pformation investment catalog."

He said.

The best channel for you is for yourself.

In the process of channel construction, it reflects the profit mode and operation mode, not just the number of outlets.

The Home Textile Forum held a channel for Specialized Committee in the home textile industry.

According to Yang Zhaohua, President of the China Textile Association, the Specialized Committee of the home textile industry mainly consists of five parts: first, department stores; second, curtain merchants; third, wholesalers in major professional markets, which simultaneously absorb professional market management committees and investors; fourth are some large brand agents; fifth are existing brands and distributors abroad.

It is understood that the Specialized Committee aims to explore the innovative operation mode of home textile terminal, integrate the advantageous commercial resources of the home textile industry, and promote the communication and communication between distributors, retailers and home textile enterprises, so as to jointly promote the development of the home textile industry.

Xu Bohua, chairman of waltay International Textile (Hangzhou) Co., told reporters that waltay focused on home textiles in the past ten years, and in this process, waltel seeks differentiation.

Xu Bohua explained: "with differentiation, your channels will naturally come into being.

Because from the value chain of home textile industry, division of labor is very thin now, and it is impossible for an enterprise to develop, produce and channel at the same time.

It is precisely because of the differentiation of waltay products that our channels are relatively smooth.

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Yu Songen, marketing president of Shanghai mercury Holdings Group Co., Ltd. believes that the widespread problem of channel construction nowadays is to expand rapidly on the extension, but has little value in content.

The reason is that "when we build the channel, we forget that the channel itself should be a brand".

At the same time, he said, as a channel, since it is a channel, it should be spread to the location where consumers are most convenient to contact, so that it can flow smoothly.

In the process of channel construction, it reflects the profit mode and operation mode, not just the number of outlets.

Hangzhou Olympic Arts and Crafts Co., Ltd. is a manufacturer specializing in the production of household textile products. It is also one of the national standard drafting units of textile decorative fabrics in China.

Lu Wenlong, chairman of the company, said that the company's products are located in high-end, mainly in the domestic high-end market for sale.

But in his sales process, he also found that many large enterprises are facing the mass market. This piece of cake is very big.

Therefore, osstein set up a company for this market, especially in Sichuan Chengdu and Guangdong Dongguan set up two sales organizations to expand some channels of the three line market.

Lu Wenlong told reporters at the same time, osstein is now conducting the construction of e-commerce channels.

Related links

Start the pformation and upgrading engine of home textile industry

The five executive director (enlarged) meeting of China Textile Association

In November 5th, the five executive director (enlarged) meeting of the China Textile Association was held in Yuhang, Zhejiang.

Nearly three hundred delegates from all over the country attended the meeting. Tu Dongdong, vice governor of Yuhang District People's Government of Zhejiang Province, addressed the conference. Yang Zhaohua, chairman of China Textile Association, made a work report at this meeting.

The report points out that in the face of many uncertainties in the post crisis era, the association has actively guided the industry to enhance the home textile culture, promote the construction of home textile brand, promote industrial pformation and upgrading, and guide industry enterprises to actively explore domestic and foreign markets, strengthen the integration of industry chain, and achieve effective allocation of resources, and have achieved certain results.

In 2010 1~8 months, China's home textile industry has overcome the impact of rapid increase in raw material prices and labor costs, consolidating the momentum of simultaneous growth in production, marketing and exports, and increasing profitability and employment rate.

Yang Zhaohua pointed out that with the further implementation of macroeconomic regulation and control measures such as "expanding domestic demand and improving people's livelihood", the overall situation of domestic and foreign demand markets has improved. In 2010, the home textile industry will show a steady upward trend. However, with the further reduction of factors such as the low base factor and the prominent cost pressures, the domestic textile industry may show a trend of "high before and after low" throughout the year, and the growth rate of the industry will be slowed down to a certain extent at the end of the year.

Therefore, the work of actively changing the mode of economic development and promoting industrial pformation and upgrading can not be relaxed.

In the first half of 2010, in order to find out the current development of home textile industry, home textile association actively carried out industry research.

In April ~10, the Association conducted field research on the home textile industry in Hunan, Shanghai, Zhejiang, Guangdong, Sichuan and Shandong, and understood the actual operation of the industry. It basically grasped the main problems facing the home textile enterprises and the urgent policy support, and formed a special research report on the home textile industry, laying a solid foundation for the next step in guiding the development of the industry.

In particular, in view of the sharp fluctuations in cotton prices, the association organized a special investigation and called for stabilizing the prices of raw materials such as cotton, and striving to create a favorable environment for the development of the industry.

At the same time, Yang Zhaohua said that the international and domestic situation faced by the home textile industry is still very complex, mainly reflected in the prices of raw materials, especially yarn, which continue to rise rapidly, fuel power and labor costs continue to increase, and the restraining factors for the recovery of demand in the international market have not been completely eliminated, and the appreciation of the renminbi is expected to increase.

Based on this, the home textile association has actively deployed the focus of the next stage.

For example, we should further strengthen industry research and reflect the key issues of the industry to the government. For example, the recent rise in cotton prices has had a negative impact on the home textile industry. The association will have a better understanding of the business situation and reflect it to the relevant departments.

That is to say, in the current prominent problems restricting the development of the industry, the association will strive to create a favorable environment for the development of the industry.

In addition, the association will continue to take advantage of its advantages, build a platform for expanding domestic and foreign markets, and do well in the statistics and analysis of the economic operation of the industry, and research and publish the trend of the 2012 home textiles.

It is worth mentioning that the association will also carry out a series of quality research and analysis activities for key products, key enterprises and key clusters. The product quality analysis report will be put forward, the quality status, problems and causes of home textile products are analyzed, and suggestions for improving the quality of home textile products are put forward, so as to achieve "quality and business development".