Yang Zhaohua: New Thinking Of Running Exhibition Under The 12Th Five-Year Plan

Interview with the president of China Textile Association and vice president of the textile industry branch of China Council for the promotion of trade, Yang Zhaohua.

The home textile association of 2011 was particularly busy. It just completed the spring and summer textile exhibition in April. Now China International Home Textiles and Accessories Expo has entered the tense preparations.

This year's bustle is not just because of more than one exhibition. This year is the beginning of the 12th Five-Year China Textile planning. How to plan for the home textile industry in 12th Five-Year and how to make the exhibition more suitable for 12th Five-Year's planning and development is the ultimate goal of this year's intense work.

From consumption growth to

In the recent interview, the vice president of the China Textile Association, China Textile Association

On the one hand, China's GDP is growing. On the other hand, the relevant departments predict that in the next 5 years, China's labor capital will rise by 139%, which will exceed the growth rate of GDP, which means that the disposable income of Chinese households will be increased. How can we get a share of the home textile industry in such a big environment? For this reason, Yang Zhaohua put forward: "we should advocate healthy consumption and fashion consumption.

The home textile association will strive to guide the consumer market, educate and train consumers, so that consumers can develop good and healthy living habits and stimulate the consumption potential of the home textile market.

For example, towels, as household textiles that people use every day, should be replaced every 3 months, otherwise they will breed bacteria that are not beneficial to the skin.

As far as the current situation is concerned, only 17% of the population in Beijing, Shanghai and other large and medium-sized cities can do that, while in the two or three tier cities, the frequency of towels replacement is much lower, and only half of those who change towels in half a year are 30%~50%.

"In fact, there are still a lot of consumer demand in the home textile market, such as 1% of the annual urbanization population, 36 million guaranteed housing, 12 million newlyweds, 6 million newborns, and nursing homes, health care, hotels, recruits and so on."

Entering the "12th Five-Year", market performance is increasingly reflecting the strong consumption power in China.

Domestic products can no longer meet the needs of consumer upgrading, and consumers need richer product categories.

Now, a series of home textile products including towel, bathrobe, aromatherapy, decorations and so on can be seen in the home textile products counters in the domestic front-line shopping mall, and the products of the brand are greatly enriched.

Yang Zhaohua disclosed that this is because some European small businesses have seen the strength of domestic enterprises and the superior resources of their market channels, and are willing to produce OEM for China.

Chinese enterprises also turn from producers to operators, producing their own strengths, outsourcing their weaknesses, thus forming a complete home textile series.

Ideas for exhibition management: improvement and upgrading

The largest home textile exhibition in China will be opened soon. This year's overall idea is to improve and upgrade.

It is reported that the scale of home textile exhibition has expanded this autumn. There are 11 pavilions, 1 more than last year, with an area of 126450 square meters.

The promotion is not only the exhibition area, but also the essence of the exhibition.

Last year, China International Home Textile Exhibition introduced wallpaper and textile decorations, which has attracted the attention and recognition of the industry. This is only the embryonic form of China's home textile industry exploring the way forward. This year, the exhibition will thoroughly implement the concept of home textiles and soft decoration, and make the one-stop service better and better.

Today, a single product can not meet the needs of consumption, but also can not meet the needs of the franchise.

"This year's exhibition will further improve the concept of large household.

The existing sales channels have the problem of scattered products and inconvenient procurement. Extending the product line can attract more exhibitors and purchasers, and can have a positive impact on the promotion of terminal retail.

Yang Zhaohua said so.

In addition, this year, the International Pavilion will be added to 1.5 pavilions, which will display home textile products from Italy, Turkey, India, Germany and Taiwan, China and other regions, and further highlight the international level of the exhibition.

"This shows that China's domestic demand market has great attraction for foreign businessmen."

The exhibition should be internationalized, but it does not mean abandoning localization.

Yang Zhaohua also said: "China home textiles should create a home textile product with Chinese characteristics.

At this exhibition, we will work together with Italy Constantine company to announce the trend, but we will let the trend of localization be localized.

The products in the Chinese market should be in line with the needs and preferences of the Chinese people. This is why the China international home textile exhibition has been insisting on exhibiting intangible cultural heritage and preparing for its industrialization.

We hope that home textile design can find inspiration from Chinese elements instead of copying it, and refine Chinese elements into the brand's own style.

It is this insistence that makes China international home textile exhibition have its own right to speak, no longer stay in attracting investment and attract exhibitors, but strictly screen exhibitors, so as to provide a platform for mutual exchange and display for better enterprises and brands.

Yang Zhaohua said: "we have a strong industry background. The exhibition is not a booth. We must choose exhibitors who are in line with the development direction of the industry and can reflect the development of the industry."

How to fit the planning and development of the industry in 12th Five-Year, Yang Zhaohua put forward: "we should combine product development with channel innovation."

The highly aggregated information, the introduction of foreign R & D institutions, the release of international fashion trends, and the display of Chinese heritage culture have provided rich information for Chinese home textile designers, and inspired their creative inspiration. This has played an important role in promoting and improving the development of home textiles products in China.

In terms of channel innovation, Yang Zhaohua proposed to change the "two landlord" channel phenomenon.

Modern channel operators should not only rent or sell a site, but should have a certain purchasing power.

In this regard, the home textile association has taken the lead in making a sample shop, implementing the buying system, reorganizing the products of many home textile brands, making the stores have distinct characteristics, and solving the problem of homogenization competition from the channel.

He added: "both professional and department stores need innovative channels to pform and upgrade their internal structures.

The professional market often covers hundreds of high and low grade brands. We should constantly promote brand upgrading, promote the development of low-level brands to the middle level, and develop middle level brands to top brands.

Professional market brand structure is rationalized, channel innovation and upgrading is the key.