Home Textile Industry: How To Move From "Edge Industry" To Stage Center

In October 18th, Fuan (002327, stock bar), a home textile leading company, launched the "thousand package plan" that shocked the whole world. In Shenzhen, a large amount of money was invested to subsidized employees to buy a house. The maximum loan amount reached 1 million 200 thousand, and the first batch realized more than 100 people's dream of settling down. According to the plan, fuanna will provide more than 1000 sets of housing for employees in the future.

Before fuanna, in Shenzhen, Tencent launched the "housing plan", with the highest borrowing of 300 thousand, and the alleged form was greater than the content. The market value of fuanna, which is only billions of dollars, is dwarfed by Tencent, which has a market value of 300 billion. Fuanna's "1000 package plan" makes people feel the courage and boldness of the company's chairman Lin Guofang Superman, such as a blockbuster, causing waves of public opinion.

Before that, "fuanna" and its home textile industry were unfamiliar to many people. What kind of industry is the home textile industry? Let Fuan, a leading enterprise in the home textile industry, have the "bottom up" Tencent's bottom line?

　　 The potential of "marginal industry"

As a branch of traditional industries, with the development of state-owned enterprises Spin The decline of enterprises, the home textile industry has also been in a "marginalized" position for a long time. Before 1996, the home textile industry existed in the form of simple products such as quilts and quilts. Compared with other industries, the consumption culture and home textile culture of home textiles started relatively late, including those in developed countries.

After 2000, China's real estate industry was singing all the way. As a real estate related industry, China's home textile industry has entered a period of rapid development. Product categories have gradually extended to towels (towels, bath towels, etc.), quilt (bedsheets, quilt covers, etc.), blankets (carpets, tapestries, etc.), belts (frills, trims, etc.), curtains (curtains, shower curtains, etc.), bags (clothing bags, storage bags), kitchen cloth (tablecloths, napkins, etc.), sofa and various cushions, etc. Under the background of "big home textile", home textile and how to buy and how to match it is a process to improve the quality of life of the whole nation. In the process of promoting the development of domestic textile culture, Fu Nan and other industry leading enterprises are indispensable.

According to the practice of developed countries, the share of home textiles in the textile and garment market can reach three points in the mature period, and in Japan, it is as high as 40%. According to statistics, the per capita consumption of household textiles in China is 27% lower than the world average. With the improvement of the quality of life and the renewal of consumption concept, the demand for home textile consumption will gradually increase and the potential for future development will be enormous.

Lin Guofang, chairman of fuanna, said in an interview that in the next 10 years, Home textiles The annual growth rate of the consumer market will not be less than 20%, while the per capita consumption increases by one percentage point, the annual increase of demand is about 30000000000 yuan. With the upgrading of home textile consumption, the concentration degree of the industry will also be further improved, which is very good for leading enterprises with core competitiveness. It is based on the determination of future development that the capital market, as a market vane, also responded to the value of fuanna in advance. Since its listing in Shenzhen Stock Exchange in 2009, fuanna has become one of the 50 companies in the Shanghai and Shenzhen two cities and even one of the top 50 companies with the highest returns. In October 12th, fuanna just released the three quarter earnings forecast, the 1-9 month net profit of the newspaper forecast increased by 50%-70% compared with the same period last year, which has been revised up again to an increase of 70%-90% over the same period. The company has been rated as the "most potential" Star stock by many organizations. In the words of a stockholder, "such arrogant figures, even Real Estate Company, which have always been regarded as profiteering industries, are only enviable."

　　 The artistic wings of "marginal industry"

In most people's impression, the textile industry as a textile branch belongs to the traditional manufacturing industry. However, as a rookie in traditional industries, the home textile industry has dual characteristics. On the one hand, it has "rigid" consumption demand for warmth, and on the other hand, it has to play the role of "beautifying" the home, and "upgrade" the quality of life. The latter represents the future and determines the future destiny of the enterprise. Therefore, product creativity has become the most important purchase factor. Due to the short development time and the lack of sedimentation and accumulation, few enterprises have the ability to develop new products in the home textile industry (most of which are small and medium-sized enterprises) that Wanjia enterprises are competing for.

From meeting the basic consumption needs and creating high quality home life, fuanna is the first crab eating person in the industry. In the industry, fuanna first made a clear-cut proposal to make "art home textiles", and regarded "original design, innovation and development" as the core competitiveness of enterprise development, and invested the greatest energy to create more consumer demand. Many enterprises in the home textile industry simply pursue scale and rely on domestic cheap labor force as "acting factory", and we see the desire for quality home from the eyes of consumers. Lin Guofang said, "apple is usually regarded as a high-tech company, and their way to win is to create demand. Although rich Anna is a traditional enterprise, our winning way is also creating demand and creating a life-style that consumers want."

In order to make the "art home textiles" better satisfy the needs of consumers, fuanna requires all new recruits, especially designers, to go to the sales terminal for a period of time to understand their real needs in communication with consumers. In just over a decade, Fu has developed more than 20 categories of products, including bedding, home textiles, household products, etc. At present, fuana has set up more than 1700 stores in the country, and has set up an international trade marketing platform including Europe, America, Australia and Asia worldwide. It has become the most representative leading enterprise in the industry, and tens of millions of people are enjoying the "art home" lifestyle brought by fuanna. {page_break}

　　 From "edge" to "central"

In promoting the mainstream of the home textile industry, fuanna has contributed to the formation of the home textile consumption culture. The marketing mode of the home textile industry is Fuan's establishment: fuanna set up the first bedding store in China, and pioneered the collaborative development mode of "direct camp" and "joining". At present, this marketing mode has become the industry standard. Fuanna first applied flat screen printing and dyeing technology to the development, production and scale operation of bedding products in China. For the first time in China, the single jacquard technology with high fineness and super return was combined with silk fabrics. In the field of product design and development, the whole industry is in line with fuanna. Flower design, color hue and collocation style of fuanna products are examples of the whole home textile industry. With the positioning of the original "art home textiles" and the contribution to the artistic life of the masses, Fu Anna was selected as the 11th Five-Year book "China home textile culture collection", the only home textile brand in the book. As a representative of modern home textiles, fuanna has gone beyond the industry brand to become a cultural brand.

In the construction of modern enterprise system and social responsibility in the home textile industry, fuanna is also an example for the industry. Fuanna is Industry The first listed companies are the first enterprises to implement SAP system in the industry, and promote the internationalization of enterprises with advanced enterprise management concepts and means. Since its establishment, Lin Guofang and its leading fuanna company have donated nearly billion yuan to society for public welfare undertakings such as education, medical treatment, poverty alleviation, and the establishment of the first charity fund of China's home textile industry, "fuanna charity fund". In October, fuanna launched the "thousand sets of plans", once again exposing the home textile industry under the bright lights.

Some commentators have said that the domestic textile industry is still in the "infancy" of development, but its leading company, Anna fuanna, has shown the courage and boldness of being more than ordinary people, and has once again refreshed people's understanding of the whole home textile industry. In the industry, there is a widely accepted view that if we want to choose a most representative brand in the domestic textile industry with nearly 100 billion yuan output value annually, fuanna is the real name. Fuanna's original spirit and technological revolution in the home textile industry is no less than the contribution made by Tencent to people's daily communication mode.