Yang Zhaohua: "Upgrading Of Consumption" To Promote The Upgrading Of Home Textile Industry

"12th Five-Year" period, China

Focusing on terminal to improve home textiles

The brand enterprises in home textile industry find that sales of retail products have not satisfied the needs of consumers, and can not meet the needs of franchisees.

At present, the home textile industry retail outlets, the commodity is still dispersed, consumers can not achieve one-stop shopping, very inconvenient.

Whether it is to meet the needs of consumers or meet the needs of franchisees, it is imperative to introduce "big home textiles" into the terminal field.

It is seen that there are problems in the retail terminal of the home textile industry. In recent years, the China home textile exhibition and the Chinese home textile industry association have been actively promoting the concept of "home textiles". "Since last year's exhibition, we have tried to introduce wallpaper and decorations."

Yang Zhaohua said that some home textile and leading enterprises have also made beneficial attempts.

Fuanna, ESPRIT and other brands launched the whole home textile products at the last home textile exhibition. Apart from traditional home textiles, such as bedding, pajamas and towels, they also displayed umbrellas, cups, vases, candlesticks, hand ornaments boxes and other products matched with home textile products.

The whole household has become a new trend in the development of home textile industry.

"At present, we have only established a prototype of big home textiles. This year's home textile exhibition will be based on last year's foundation, in addition to the integration of traditional home textile products, further extend to the surrounding products, thoroughly implement the concept of" home textile "and" soft decoration ", and make the one-stop service better and better through the integrated marketing channel, and realize the sharing, CO prosperity and win-win situation of information resources, so that the concept of" big home textile "will be firmly landed.

Yang Zhaohua told reporters.

In 12th Five-Year, consumption upgrading, domestic products can not fully meet consumer demand after upgrading, we need to introduce more foreign products.

At the same time, China's domestic demand market has attracted more and more foreign businessmen. Therefore, the number of foreign enterprises in home textile exhibition is increasing. This year, the International Pavilion has increased to 1.5.

The exhibition group of Pakistan, South Korea, Italy, India and so on appeared at the exhibition. The European Union pavilion was composed of Austria, Belgium, Denmark and Germany. The exhibition area of Turkey was more than doubled than that of last year. The Spanish Pavilion was the first to participate in the exhibition. The Greek Pavilion was also the first time to participate in the exhibition, and the internationalization level of the exhibition was further highlighted.

"With the upgrading of domestic textile market consumption, consumers need more abundant product categories. More of our brands should also begin to take the road of brand management, and carry out pformation, upgrading and structural adjustment."

Yang Zhaohua stressed that enterprises only produce their strongest category, and their weaknesses are outsourced, so that the maximum profits of enterprises can be realized. We must recognize the fact that the cost of some products themselves may be more expensive than foreign purchases.

Today, we see that some of the brands in the mall are already rich in products, including towels, aromatherapy, bathrobes, pajamas and so on. Some of these products are OEM produced by foreign countries.

In fact, some of our large brand enterprises have hundreds or even thousands of outlets in China. 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 should gradually turn from producers to operators and greatly enrich the home textile product lines.

Pay attention to channel innovation

Yang Zhaohua has always attached great importance to channel innovation.

He hopes that more good brands will not only display new products at the exhibition, but more importantly, it will show their innovation in the channel and strong support for the channel providers to guide the industry in a direction.

Yang Zhaohua told reporters that now the industry has made some achievements in channel innovation, and the home textile monopoly store has also appeared in the market. The shop is no longer just selling or selling a venue, but buying a system to reorganize the products of several home textile brands, so as to avoid homogenization competition.

"Our professional market and department stores need innovative channels to achieve pformation and upgrading by adjusting their internal structure."

Yang Zhaohua pointed out that there are now more than 130 professional textile products in China, and many professional markets are exploring new channels. Nantong has made a hundred City hundred Street project, and intends to make 100 home textile streets in 100 cities, promoting brand upgrading through channel upgrading.

"The professional market has to bear the role of brand incubators," Yang Zhaohua said. The professional market often covers all kinds of high and low grade brands. We need to promote brand upgrading through the pformation and upgrading of the market, low-grade brands to intermediate brands, and mid-range brands to high-end brands.

Research and development of home textiles with Chinese characteristics

Nowadays, there are more and more enterprises that buy paintings and hire foreign designers abroad.

But after all, enterprises must face the Chinese market, so 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 industrialization.

"We hope that by improving the status of intangible cultural heritage in the home textile industry, designers can draw inspiration from China's 5000 years of history and culture and carry out original design so as to emerge more design forces that can understand the connotation of traditional Chinese elements."

Yang Zhaohua talked about it.

This year, we will continue to promote the intangible cultural heritage.

Yang Zhaohua stressed that China's home textiles should be inspired by Chinese elements, refined and sublimated instead of copying and plating. When we saw blue and white porcelain copied from blue and white porcelain to products, we found that Chinese red became popular and mechanically used Chinese red. Such products lack soul and could not reflect Chinese characteristics.

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.

Although this year's home textile exhibition will be released in collaboration with Italy Constantine company, the organizers of the exhibition will strive to make the fashion trend localization.

Guide healthy consumption

The home textile market has a large demand for consumption, 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.

Judging from the current situation, the consumption of home textiles is not very optimistic.

A towel is replaced every 3 months. Only 17% of the population in Beijing, Shanghai and other large and medium-sized cities can do that, while the frequency of towel replacement is much lower in the two or three tier cities, and only half of those who change towels in half a year are 30%~50%.

In order to get a share of the home textile industry in the future consumer market, Yang Zhaohua believes that the home textile association should promote healthy consumption and fashion consumption, strive to guide the consumer market, educate and train consumers so that consumers can develop good and healthy living habits, and at the same time stimulate the consumption potential of the home textile market.

In June, the association will distribute free brochures to consumers, instructing consumers to use towels and bed products correctly.