Where Is The Next Stop For Turkey Home Textiles?

The overall size of the 41 exhibitors and the unified exhibition style of the white background style make the Turkey Exhibition Group eye-catching in several international exhibitions of the seventeenth Shanghai International Home Textiles Fair. Near the main entrance of the exhibition center, the gold position of the W1 hall, the uniform layout of exhibitors, the overall appearance of the brand products and the substantial increase of the number of exhibitors compared with the previous session made the leader of the National Exhibition Group, Mr. Ibrahim BURKAY, chairman of the Turkey Textile Exporters Association satisfied. At the appointed time, Mr. BURKAY accepted the exclusive interview with this newspaper at the booth, which opened the reporter to Turkey. Home textiles A journey of exploration.

　 For the high growth market

Turkey home textiles has a high reputation in the European market. Its curtain, window screen, sofa decorative cloth, curtain and other home textile products have distinctive style, unique technology and high market visibility. During the interview, Turkey textile Exporter Ibrahim BURKAY, chairman of the association, attached great importance to the rapid development of China's market and its importance to Turkey's home textile industry. China is the second largest economy in the world, with 1 billion 350 million people and GDP of nearly 10 trillion. In 2009, China became the world's largest exporter and maintained its leading position in 2010. In the field of home textiles, China's export ranks first in the world and is also one of the important importing countries. Bilateral trade between China and Turkey has increased year by year.

According to BURKAY, Turkey is one of the three largest exporters of home textiles in the world. In 2010, the export volume of home textile products exceeded US $3 billion. In 2008, 2009 and 2010, Turkey's textile industry also experienced a severe and protracted "economic marathon", but ultimately realized 19% of the industry's overall growth rate. June 2011, Turkey Home textile industry Exports amounted to US $260 million in the month, achieving a strong growth of 37%, a record high. BURKAY hopes that with the rapid development of Turkey's home textile industry and the strong consumption potential of the Chinese market, the industries of both countries can achieve mutual benefit and win-win results. "Among the more than 40 Turkey enterprises exhibiting in China, some have found the ideal partners in China, and some are still looking for them. That is why there are so many Turkey textile enterprises coming." He said.

　 High-end differentiated products is a sharp weapon.

KACAR textile is exhibiting the Turkey window fabric manufacturer of the Shanghai home textile exhibition, and has an agent distributor in Shenyang, China. According to Hengyang, the agent manager, it has been more than 8 months to get the exclusive agency power of KACAR textile in Turkey. The business has just made some progress. It will take some time to make obvious progress. "In the domestic market, Beijing has gathered a lot of high-end products agents and distributors. They have rich market resources and channel advantages. As a new entry agent, we do not have many competitive advantages here. Therefore, we take the second tier cities such as Shenyang as the development center. The target market is the demand for high-end products in high-end residential and tourist resort facilities such as Dalian and Lushun. From the perspective of ordinary consumers, after 80 years of age, the family of 80's and 90's who love their families are sure to pursue comfortable, luxurious, warm living experiences after having their own houses. When they really understand the uniqueness of the product, high-end products have certain attraction for these specific consumer groups. He said.

At the booth, Hengyang presented a KACAR chenille jacquard fabric to reporters. According to him, the biggest feature of KACAR's products is its unique production technology, good abrasion resistance and good color fastness to sunlight. Taking the main varieties chenille jacquard fabric as an example, the raw yarn is a polyester filament imported from Germany, which has excellent abrasion resistance and color fastness to sunlight. It is superior to the properties of domestic ordinary chemical fiber materials. The flower design was completed by the Italy designer, ensuring that the style of the product is in line with the trend of the European market. Weaving processing is done at the production plant in Istanbul, Turkey. In weaving part, this fabric will make the jacquard technology to the utmost extent, so that the overall concave and convex fabric feels strong. After making the curtain products, the luster of the fabrics will also change due to different visual angles. Because the fabric is fine in structure, it is not easy to be dusty after being hung, so it is easy to wash, and can maintain a new color after long term use.

　　 Close to the Chinese market, still need to add strength {page_break}

In addition to having the title of chairman of the Turkey Textile Exporters Association, Ibrahim BURKAY is also an operator of Turkey decorative fabric enterprise called BURKAY TEXTIL. Hasan TULUM, the marketing manager of the curtain decoration fabric brand Demor, said that the consumption potential of China's high-end market has great attraction for Turkey producers, but Turkey's home textile products are generally faced with three difficulties in the process of entering the Chinese market. First, let the Chinese dealers and consumers understand the uniqueness of Turkey products, so the problem of language barriers to enter the target market needs to be solved. Two, Turkey's home textile products are basically positioned in the high-end market. In the face of a specific consumer group, how to find the potential market and find the most suitable circulation channels; three, many Turkey household textile production enterprises worry that after the products enter the Chinese market, the flower design and technology are quickly copied or copied, and the original intellectual property rights of the original design can not be effectively protected. "We obviously do not want to see that the flower pattern that we spent on the design is being copied and made into cheap goods and spread on the market." Hasan TULUM said.

In the series of Demor brand exhibits, there are traditional style products, and there are many designs that are bold and smooth. "Even in Turkey, young people nowadays are keen on modern fashion design, and fewer consumers are sticking to traditional styles. In China, we need to understand consumer preferences and preferences. "