Home Textile Industry: 2011 Prophesy Fulfilled Geometry?

At the beginning of 2011, according to the market situation in 2010, we forecasted the development of the whole home textile industry and the performance of the enterprises this year.

Towards the end of the year, we look back, and most of the predictions are made.

At the beginning of the year, the price of home textiles could exceed 30%.

Achievement index:

Summary of reality: in 2011, the price of home textile products really rose with all kinds of prices.

In the wholesale market, the original four yuan set of about 300 yuan rose to four hundred or five hundred yuan. When entering the mall, the phenomenon of price rise is more obvious. The bigger the brand, the greater the price increase.

The price of the bedside items is about 3000 yuan, and even the bed items of ten thousand yuan will not be fresh to consumers.

At the beginning of the year, the domestic market and foreign trade enterprises began to compete for the domestic market.

Achievement index:

Summary of reality: the strong consumer tolerance in the domestic market has enabled more and more foreign trade enterprises to see the opportunities of the market and participate in the domestic market competition.

However, what is unexpected is that the domestic market is a double-edged sword, which brings many opportunities to foreign trade enterprises as well as a lot of risks.

Some foreign trade enterprises have suffered huge losses because they are eager to pform and do not know the domestic market.

In fact, pformation is not simply exporting products exported to China, requiring strong backing from the capital, and fully understanding the characteristics and rules of the market.

For example, the domestic market needs manufacturers to have their own trademarks and brands. They need to apply to the patent office. They also need to invest in product development and design. Manufacturers also need to sell products produced by themselves to the market. In addition, merchants, franchised stores, advertising and promotion of brands need to be done in person, and the risks and hardships are self-evident.

At the beginning of the year, the high quality agents were more and more scarce.

Achievement index:

Summary of the reality: for the home textile industry that relies heavily on franchisees, the hotter the domestic market means the stronger the agents.

Beginning in March, the 2011 autumn and winter new product launches began in succession; in October, the 2012 brands of spring and summer came to the forefront of the major brands.

To fight for time is to grab agents, grab agents in order to grab the market.

Over reliance on agents will only make sales channels single.

In May this year, two home textile collection shops were established in Beijing. One is the eco living hall with the purpose of covering the natural and eco-friendly home textile products. The other is the Taobao mall's love bee's home experience Museum, which is built for the convenience of consumers' offline experience. It has become a new home textile brand sales channel.

Although these two collection points have not yet formed too large scale, their creation represents the innovation of home textile channel.

At the beginning of the year: the design became the source of life in the home textile industry, and the protection of property rights was related to the vitality of enterprises.

Achievement index:

Summary of reality: imitation and plagiarism were once a chronic disease in the domestic textile market, but in 2011, this situation changed greatly.

On the one hand, the government and enterprises attach more importance to the protection of property rights. For example, in February, Haining village established a special action team to protect the patent, and strengthened the protection. On the other hand, the enterprises were more and more inclined to design innovation, scorn to imitate and plagiarize, which is more important for promoting the development of the industry.

At this year's China needle fair and China international home textile exhibition, the brand shows the strength of design and self innovation to the industry with original products.

At the beginning of the year, it is predicted that technological innovation will become the most effective strategic weapon in the industry.

Achievement index:

Summary of reality: this year's China international home textile exhibition shows strong technological strength, whether fabric, core or style, and technology are permeated with science and technology factors, revealing the development trend of home textile brand to the field of science and technology.

Negative ion quilt, plant ecological towel, hemp kit, music guide sleeping mattress...

These new products bring surprises to the audience, and also indicate that the home textile industry is no longer the pronoun of low threshold.

At the beginning of the year: the Chinese Internet will produce a number of brands of home textile enterprises, expand the market and tap customers through e-commerce.

Fulfilled index:

Realistic summary: it is expected that home textiles will go to millions of households through network sales, but the brand's enthusiasm for e-commerce is not enough.

Taobao has launched several promotional activities throughout the year, which has raised the climax of home textile sales. This has led many businesses to mistake Taobao as a synonym for e-commerce, blindly relying on Taobao and ignoring the operation and promotion of e-commerce.

In fact, not all enterprises already have on-line conditions.

E-commerce is far more complicated than imagined. It is very important for operational efficiency, logistics and warehousing capacity, the ability to analyze the commodity structure, the planning ability of various types of online shopping activities, the sales ability of customer service and the quality of service.

Many of these contents need to be re established and adapted to the traditional home textile brand.

It is gratifying to note that some brands are not satisfied with selling products in Taobao's physical stores, but specializes in creating brand names for online consumers.

For example, the e-commerce brand "Jue", which was built in November by Yi Lian Mei Mei company, was built from brand culture, product design to sales mode all based on the consumption habits of online consumers.

However, compared to our prediction, there are still too few brands, and there is still room for further development of home textile e-commerce.

At the beginning of the year, the trend of China's home textile capital aggregation is stronger and stronger.

Fulfilled index:

Summary of reality: rokoff's acquisition of Hui Yi, Qiao de and Xin Ting joint-venture, these two things last year was booming.

The wave of home textile capital operation is coming, and the reorganization and merger between brands is already in the firing line.

We look forward to the emergence of the home textile group in the real sense. However, there are still many small businesses in the home textile industry.