Crisis And Opportunity In Transformation -- Home Textile Industry: Industry Breakthrough Under The Trend Of Gift Giving

In the past, home textiles only satisfied people's ordinary life needs such as covering the cold, shading, dustproof and bathing. Nowadays, home textiles, together with furniture, lighting, handicrafts, carpets and other products, have become an important part of household "soft decoration".

Compared with "hard decoration", such as floor, ceiling, kitchen and toilet, the soft and flexible decoration is more flexible and has more personalized choices.

Different elements, seasons, crowds and styles make the home textile market highly prosperous.

However, behind the boom, rising shops rents and

According to the 2010 National Federation of industry and Commerce gift chamber survey report, as of the end of 2009, China's gift market annual sales volume of 890 billion yuan, of which textiles accounted for 28%.

Such amazing figures attract many home textile enterprises to enter the gift market, and set up their own new channel departments such as group buying department and gift department to specialize in this emerging market.

As a result, the gift of home textiles presents a marked trend of enhancement.

Danger and opportunity in pformation

Similar to the development of China's clothing industry, the home textile brand has gone through a process from scratch.

However, due to the relatively immature market, many brands have not yet formed unique characteristics and inherent brand viscosity.

For example, if a trademark is removed from a home textile product, consumers will never be able to tell which brand the product belongs to.

In terms of the current market situation and consumption level, people have not reached the level of deliberately buying a brand of home textiles.

At the same time, the brand of the home textile brand is not yet in place for the understanding and operation of the brand. Relying solely on the spokesperson and advertising is not enough to support the brand connotation.

At present, in the domestic market, the birth of home textile brand is no more than two modes.

One mode is to do traditional textile business of foreign trade. After years of accumulation, it has gradually targeted the domestic market after stabilizing its position.

Although these enterprises have huge production resources, they are always at the lowest end of the industrial chain. Naturally, they are unwilling to make OEM all the time.

However, due to the lack of successful operation experience of brands, these foreign trade enterprises began to swing on the stage of the market, and the burden of production also left them with no time to take account of the rapidly changing market situation. Tens of thousands of enterprises often delayed their pace and lost the good opportunity to enter the market. The brand building was even more difficult.

Another mode is the home textile wholesale business that has been doing business for many years. Because it is not satisfied with the original extensive business mode, it takes the banner of pformation, or inventing itself, or agent, and inviting businesses, horse racing circles, disdain or even abandon the original low-end wholesale market, and enter the high-end shopping malls and commercial buildings.

These enterprises believe that once the product is put on the counter of the high-end commercial buildings such as Wanda Plaza and Paris spring, the brand will be able to succeed.

But selling products and selling brands are two concepts.

No brand positioning, no series of commodity planning, no perfect management, marketing, logistics, terminal and a series of matching and layout planning, want to put a product with a sounding trademark, put into a magnificent commercial building, so that it can become a brand - this idea or practice is very wrong.

In fact, increasing consumer demand and ultra-high operating costs will make businesses happy and painful.

Compared with the low-end market, the profit of the products under the bright brand packaging has been very low.

Therefore, enterprises should start from which channel to find suitable brand development, and help brand image marketing channel be very important.

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Exploration of home textiles gift oriented channels

Compared to such products as cigarettes, alcohol and digital products, home textile products really get much longer in the gift industry, but home textiles gradually tend to be gift oriented, but they quickly become hot new favorites.

In just a few years, the sales of home textile gifts have risen to about 20% to 30% of the total sales of gift companies.

According to the 2010 National Federation of Commerce and industry gift chamber survey report, in the next 10 years, the annual growth rate of home textile consumption market will not be less than 20%. In 2010, the consumption of Chinese textile products has reached nearly 15000 billion yuan.

Such huge market potential has created unlimited business opportunities for the gift development of home textiles.

Gifts are a necessities for social interaction and a social bond.

In China where gifts are exchanged, gift giving has become an indispensable form of communication between adults and people.

The home textiles products as gifts have many advantages.

First of all, home textile products are healthier than smoked and alcoholic products. They are more practical than crystal products.

Secondly, shopping malls, business meetings, employee benefits are also suitable for sending some home textile products, so that the recipient can feel considerate.

At the same time, in the terminal promotion activities of enterprises, you can also choose small home textiles such as towels, aprons, etc., and embroidering enterprise logo on the top of the products is also an excellent form of advertising.

Thirdly, home textile products belong to the category of home soft decoration, which can be combined with building materials market, home market and furniture market.

The home textile products such as Tayohy, HOLA and other home textile products on the market are gradually popular in the market, bringing a refreshing experience to consumers.

At the same time, the phenomenon of buying furniture to deliver bedding products on the market has further stimulated the sale of furniture and home textiles.

In recent years, the debate on whether the home textile industry will produce large chain terminals like Gome and Yongle has never stopped.

I dare not make a final decision, but it is worth noting that there are bound to be home textile products in the list of these chain stores.

In addition, the excellent performance of small household electrical appliances, such as juicer, rice cooker and other products in the gift industry has proved the operability of home appliances gift.

The gift properties of home textile products are no less than those of small household electrical appliances, which are worth digging and promoting by practitioners.

At present, the traditional development mode of the home textile industry has been greatly challenged. The breakout of the industry under the trend of the gifts is opening. Now, the enterprises and brands that are far ahead in the industry may not be able to come to the end. In the next 3~5 years, the home textile enterprises that are pforming in innovation will surely be reborn.