Home Textile Industry To Explore New Ways To Expand Domestic Sales Channels

Home textile dealer Specialized Committee working conference held in Shanghai

Explore new ways to expand domestic sales channels

On April 2nd ~4, the first China International Home Textiles and accessories (Chun Xia) Fair was held in Shanghai World Trade Center and Shanghai International Exhibition Center. The exhibition is honored as one of the newest and best business platforms to develop the domestic textile market. Many export companies have been testing the water and contacting and discussing with domestic distributors. But how to effectively develop the domestic market, solve the puzzles and problems encountered in the construction of marketing channels, and how to carry out the innovation of home textile marketing channels are the problems that every enterprise must solve. On behalf of the China Textile Association's Specialized Committee working conference held during the current exhibition, some representative and influential representatives of home textile and fabric manufacturers and production enterprises have exchanged and collided with these problems and puzzles, and got some inspiration and answers.

Integrating resources and coping with them

This meeting, Distributor The most important problem is that the cost of circulation is too high and profits are getting thinner and thinner.

Li Wei, general manager of Jilin Dongying home textile products Co., Ltd., said that the home textile and fabric dealers are mostly regional enterprises, with small scale and low profitability, which are limited by long-term development. In addition, due to Raw material The rise in labor costs and the increase in the prices of products are also severe, which has also brought difficulties to sales growth.

Li Song, general manager of Chengdu Liang Hui Cheng Bedroom Furniture Co., Ltd., carried out cost accounting for the participants: the same size shops, the rent was about 150 thousand yuan a few years ago, now the rent is 400 thousand yuan, and the annual cost of property charges is about 10000 yuan. The rental cost has nearly doubled 3 times, so it is very stressful.

But there is no way to solve the high cost of circulation. Integration of resources is one of them.

Li Xueshu of Dongtai home textile company, Zhoucun textile and light city, proposed that curtain fabric dealers could unite with distributors such as bedding, furniture and so on to build a whole household retail channel, sharing rent and rent, and dispersing pressure. The overall atmosphere of the home can also convey the concept of modern life, display modern lifestyles, thereby promoting sales.

Wang Bo, who is a retailer in Dongying, said that since last year, he has begun the attempt of overall matching: combining furniture, curtains, soft bags, carpets and sofas, not only products are rich, convenient to purchase, but also save costs.

Ge Keming, director of Beijing Yuci LAN dream home Museum, said that the advantage of his market is to integrate resources. In the past two years, he has been thinking about the concept of "home textiles". The homogeneity of home textiles is rather serious, so the characteristics are very important. "Big home textile" is not only a combination of all kinds of products, but also a combination of ecological products to create a theme area, such as linen, silk, bamboo fiber and other natural materials of home textile products together, it will become a bright spot in the market. Ge Keming said.

Dealers hope that the home textile association can build an information exchange platform, or Sharon, to provide information about what products the company has and what new products have been developed recently. Dealers know this information at the first time, can take a lot of detours and save a lot of time. It is also hoped that the joint production enterprises and distributors will form some honest markets, or offer them to the honest shops. They will integrate the resources of the industry and make the consumers clear at a glance, buy products of reassuring quality and enjoy better services.

Calling standards and talents

The lack of standards and talents is also a problem that we all focus on.

A dealer said that the functional standards of products need to be published urgently, such as the flame retardant and shade effect of curtains, and consumers are also very concerned about it.

Li Song said that the sales volume of China's home textiles and fabrics has been very large, but there is no exact standard for production, processing and installation. Only when the standards are done, the quality of products is stable, and our service level is raised, can the circulation link become bigger and stronger, and the resultant force can be formed to improve the influence of home textiles and fabric in the market and have more voice.

Lu Wenlong, chairman of Zhen Bei group, said consumers are buying. Window curtains At that time, I did not know which brand of cloth or which brand it was, but I knew which shop it was buying. This is enough to explain the importance of dealer service. A good distributor will enhance the added value and brand image of the manufacturer.

"There is also the two development of the product. What we get from the supplier is fabric, the overall design of the soft decoration, and the two development is very important to the sales of the curtain. But because our scale is relatively small, the attraction of professionals is not enough, the lack of terminal design talents, resulting in two development of products is not enough, lack of creative design. Li Wei.

Yang Donghui, vice president of the China Textile Industry Association, said that we are also concerned about this problem, calling on all professional institutions to set up professional courses such as interior environmental design and home textile design, and some colleges have set up relevant specialties. The opening of this profession will benefit students' employment, enterprise development and even the development of the whole industry.

In response to the standards, Yang Zhaohua, President of the China Home Textile Association, said that there are two concepts in the standard: one is the quality standard, that is, the product standard; the other is the processing and service standard. At present, we have the standard of decorative cloth, and we have drafted a sewing standard, and other standards need to be improved. In addition, in today's increasingly strong demand for personalization, the formulation of standards must take into account all aspects and be cautious. At the same time, with the standard, the promotion of standards is more important.

Cooperative interaction and innovation channel {page_break}

Circulation mode innovation is also the focus of discussion. According to the introduction, light textile market, furniture and building materials market, home store, curtain cloth art city, monomer shop are the main selling channels of home textiles. But dealers have reflected that home furnishing fabrics, which are able to bring considerable profits, such as red star, and the home, are often regarded as small varieties and are in a weak position. They are not as valued as building materials and furniture. They are not only small in business area, high in floor, but relatively small in passenger flow. And curtain fabric is mostly "regional brand", the strength of dealers is relatively small, it is difficult to make big.

"If we want to break through the limitations of" regional brand ", we can use Internet marketing to be a way to get rid of the limitations of" regional brand ", said Pu Jianbo, chairman of the company. As far as I know, Taobao mall sells 15 million yuan per month and 13 million yuan for curtain sales. We also tried. People who just started looking at it mostly bought less. The main reason is that consumers dare not blindly consume under the condition of not seeing the real thing. Later, we promoted online, opened online shop to provide curtain samples and installation services, and the effect gradually got better.

Lu Wenlong talked about his thinking about channel mode. He said: brand enterprises can do direct online business, while offline shops are operated by distributors, so that online and offline cooperation can meet consumers' consumption habits both online and physical. This is also convenient for production enterprises and distributors to allocate profits and achieve maximum win.

Lu Wenlong said that opening a large home life Museum at the terminal requires a high capital requirement, which requires the cooperation of manufacturers and distributors to create an innovative marketing mode so as to gain more profits. At present, he is undergoing transformation and upgrading. He hopes to work together with like-minded distributors to achieve greater development.

Xia Guoxiong, deputy general manager of Beijing Fang Shi international curtain fabric City, in his speech, elaborated on the stage drama relationship between the three dealers, manufacturers and the market. It is precise and interesting: manufacturers write scripts, dealers are actors, and the market is the provider of stage. Only when the script is written, the actors perform well and the stage lighting effects are good, can a good play be staged. That is to say, only by doing their jobs and working together can the industry flourish and enterprises flourish.