The Ten Main Channel Innovation Of Home Textile Industry In 2011

These years, Home textile industry We have been discussing the importance of channels and how to expand channels. This newspaper also predicted that this year is a year of great development of channels. Looking back in 2011, home textile channel construction has made breakthroughs. brand Mergers and acquisitions, offline home experience Museum opening, home textile joint venture establishment, local exhibitions compete for beauty, China Home Textile Association Dealer Specialized Committee set up... These events played an important role in promoting the channel construction of China's home textile industry, and laid a good foundation for the innovation and development of the channel.

1, the Internet starts the era of home textile micro-blog marketing.

In early 2011, vice president Chen Tenghua, vice president of Dangdang network marketing, founded the high-end home textile e-commerce website -- elegance 100, and used the official account of the company to send a sales promotion message to Sina micro-blog. Although the forwarding rate was not high, 80% of the product's orders were imported from micro-blog's entrance on that day.

For a time, those keen thinking and smart headed home textile entrepreneurs began to excavate and make use of the characteristics of micro-blog's timely dissemination, convenient interaction and low cost to promote product publicity and promotion, making it the most fashionable and the most cost saving brand promotion and product marketing mode.

Editor's comment: Although micro-blog's influence has been gradually recognized by more and more home enterprises, micro-blog marketing has become a new marketing mode in the home industry, but micro-blog is not an advertisement publisher or a shopping network. For home textile enterprises, try not to use micro-blog to sell products, micro-blog should carry the function of brand image promotion and brand image monitoring. Through this platform, home textile enterprises can directly get consumers' perception of the products and the latest needs, thus providing a basis for the timely acquisition of market dynamic information and crisis public relations by home textile enterprises.

2, Haining village to protect patent action

In February 17th, a special action coordination meeting was held in Zhejiang for the protection of patent rights. A special action group for the protection of patent rights was set up in the town of Xu village. Its members included six departments, namely, the town cultural station, the comprehensive management office, the police station, the legal office, the agricultural technology center, the home textile association, the home textile city and the light textile village, and formulated the time and specific measures for the special action. At the coordination meeting, all departments and staff members reached a consensus and decided to carry out publicity and launching work at the stalls in the home textile city to raise the awareness of patent protection in the home textile industry and create a good atmosphere for the protection of intellectual property rights.

Editor's comment: at present, there are still many small home textile enterprises in the home textile industry taking the road of counterfeiting, copying products from local or overseas or even foreign counterparts. The establishment of the special action team of Haining Xu Cun patent protection can effectively crack down on patent infringement and counterfeiting patents, while stimulating the awareness of independent innovation of home textile enterprises and promoting technological innovation of products. The establishment of the special action group on the protection of patents has also strengthened the communication links between Haining Xu village and industry associations, and established and perfected the internal intellectual property protection mechanism and self-discipline mechanism in the industry. For small and medium-sized home textile enterprises with counterfeit patterns, a multi department joint law enforcement is implemented to effectively protect the healthy development of home textile enterprises in Xu village and promote industrial entrepreneurship and transformation and development.

3, rokraft company's acquisition of Hui Yi brand

In March 9th, on the opening day of the ninety-third session of the Chinese Acupuncture Association, Zhejiang rokraft took over the Shanghai Hui Yi press conference.

After the implementation of the merger, rokraft company implemented the principle of "independent development" in the strategic development of the two major brands. Rokoff and Hui Yi two brands were operated and managed by an independent team. Roccaff still has a consistent international style in product design. He always adhered to the highest requirements from design to quality, and interpreted the European noble style of Italy. In the end, Hui Yi continued to inherit the brand style of "new Shanghai exquisite life" and bring the new Shanghai style to Chinese urban families.

Regarding mergers and acquisitions, Jiang Xiaomin, assistant general manager of Hui Yi company, declared that this is a strategic consideration of the company, in order to enhance competitiveness, expand scale efficiency and improve operational efficiency.

Editor's comment: in the era of market channel and agent monopoly, enterprises pursue the competition pattern of brand monopolization, and maintain the relative stability of profits and innovation power of the whole industry through mutual restraint. Perhaps, rokoff's acquisition of Hui Yi is just a prelude to a series of mergers and acquisitions. In the future, home textile producers will continue to increase industrial concentration through mergers and acquisitions, and further strengthen their "channel hegemony". {page_break}

4, the competition between "Lai" and "Bao Zi Li"

In March 18th, when the new "summer of Pezli" was launched, some people came out to speak for the other brand of the home textile industry, Bao unadorned. It said that Bao unadorned spent 5 years to cultivate the market, so that the consumers could accept Pezli's pattern, while they were waiting for the harvest to kill Cheng Yaojin.

Po unadorned home textiles at the first time said that "the" is the main pattern of Bao Mo "Como series". This European pattern is applied to the brand of home textiles, and the home textile of Bao Mo should be the first one. Bao Mo began to study and apply the pattern since 2007, and every year there are corresponding main products. Pezli, who has been accused of plagiarism, said that the application of European style traditional patterns has already been widely applied, and the application in home textile industry is not new.

Editor's comment: a small pidesli pattern has caused such a great ripple in the home textile industry. In addition to showing that the home textile industry is paying more and more attention to the design, it also shows that the innovation ability of the Chinese textile design industry is still limited and not strong enough. We need to explore more innovative patterns of the world and China, and Chinese designers still have a long way to go.

Today's battle between the two and the Bauer, we should not only see who won the "final", but also our thinking. Who can get more benefit from the design?

5, Prince William's wedding ceremony on the silk road.

In April 29th, Prince William and Kate Middleton held a great wedding ceremony at Westminster Abbey in London. This wedding is the largest royal celebration in Britain this year and even in the next few years.

Zhejiang Silk Road Group seized business opportunities and made 10 sets of bedclothes for Prince William's wedding. It is reported that the British royal family went to China to seek high-end silk bed products, and finally tossed the "custom Hydrangea" to the Silk Road group. The Silk Road Home Textiles conquered the Royal aristocracy with perfect quality and beautiful design. The bed suite is made of pure silk handmade, decorated with expensive pearls, and the cost is about 500 thousand yuan.

Editor's comment: this initiative of the silk road has changed the views of Chinese consumers and the world on China's cocoon and silk industry, making silk products a truly competitive, high-quality and high-grade product.

6, Taobao mall opens offline experience home.

Editor's comment: as we all know, the high rent of traditional channels and the large number of intermediate links have led to the continuous increase of the prices of single products. However, the B2C e-commerce has some problems such as poor experience and imperfect after-sale services. For the home textile products with the fabric of heroes, if we don't feel the touch, we can not know the quality of the products, which will impede the development of e-commerce in the home textile industry. Through the direct cooperation with manufacturers, the love bee tide home experience Museum has reduced the intermediate links, giving profits to consumers, and achieved a win-win situation for producers, channels and consumers. If the brand has a reputation in Taobao mall, it can display in the love bee house experience Museum. In fact, it has no need to find too many stores in the Beijing area. This will not only save the cost of opening a shop, but also save a lot of publicity costs. On the one hand, the home experience Museum hopes to solve the problems that online can not experience. On the other hand, it can optimize the platform and optimize the factory profits.

In May 27th, the Taobao honeycomb home experience museum was officially opened, and the idea of "further development of China's electronic commerce" was put forward. That is to create a home e-business F2C mode of "online shopping" and "offline experience" seamlessly, providing consumers with products of direct origin. The opening of the love bee house is a good thing for home textiles and home furnishing industry, because it has opened up a brand new channel and will give some impact to traditional channels, so as to alleviate the pressure on the development of enterprises and distributors.

7, Xin Ting Qiao home textile joint venture company established

In June 9th, the news conference of Xin Ting Qiao de joint venture was held, and Xin Ting Qiao home textile joint venture company was formally established. For the home textile industry, the combination of the two well-known home textile brands will rewrite the traditional business model of China's home textiles and lead the new trend of the home industry.

Editor's comment: the mode of home textile joint venture can maximize the integration of the superior resources of both sides, and turn the enterprise operation system into zero, so as to maximize the efficiency of enterprises, enable the channels of both sides to merge and complement each other, and penetrate into the front-end of the procurement industry chain, grasp more advantageous resources of the supply chain system, and directly reduce the production cost. In addition, channel merger and complementarity will also enable enterprises to occupy a more comprehensive sales channel, deepen the wider consumer groups, and increase the overall profits of enterprises by increasing sales volume. This also means that joint ventures will have sufficient strength to build products of higher cost performance, and stimulate product prices to meet residents' consumption ability, so as to win continuous competitiveness.

There is no doubt that the success of the joint venture has brought unlimited business opportunities to both sides, as well as a more internationalized vision and grand scale. It has comprehensively promoted the core competitiveness of the two brands and won the favor of more consumers. It will also promote the integration and upgrading of the whole Chinese textile industry and the process of multi brand layout.

8, Guangzhou international home accessories, home textiles exhibition held

From September 7th to 10, China Guangzhou international home decoration and home textile exhibition was held at the China Import and Export Fair, the same time as the autumn Guangzhou Furniture Fair. The exhibition takes home accessories and craft home textiles as the exhibition theme, and leads the trend direction to show its unique style.

The scale of this exhibition is 40 thousand square meters, which is located in 8 museums in Pazhou Exhibition Area A of Guangzhou Trade Fair. Different themes are rendezvous here. The exhibits are rich in themes, ranging from artificial flowers, paintings, lighting to carpet, tapestries and other home textile products.

The number of exhibitors in the exhibition was 882, and the purchasers from 107 countries reached more than 30 thousand. Compared with previous years, the number of domestic buyers increased by 20%, and the number of overseas buyers was basically flat. Some buyers from Germany, Japan, Korea, the Middle East and other countries and regions also came to participate in the exhibition.

Editor's comment: the home textile exhibition has an important role in promoting the industry, especially the form of joint exhibition such as home textiles, furniture and home accessories, which is more consistent with the concept of "big home" advocated by the industry. For home textile enterprises, exhibiting is an opportunity to show the strength of enterprises and expand sales channels, which is of great significance for enhancing brand awareness.

9, the painting "Ou ruera" took sixty-eight thousand.

From October 22nd to 23, jointly organized by the China Household Textile Industry Association and the Tongzhou District people's Government of Nantong, the fourth China home textile painting fair was jointly hosted by the Nantong Home Textile City Management Committee and Nantong Tongzhou District Chuan Jiang Town People's government. The painting, "urella", was taken at a price of 68000 yuan, which became the highest price in the auction competition.

Editor's comment: the construction of the public service platform of the "painting fair" has effectively integrated the domestic and foreign home textile technology innovation resources, talent resources and technology resources, and provided a broader space and stage for the home textile design institutes, research and development institutions, institutes and institutes of higher learning. It has provided technical support for home textile production enterprises and dealers; it has provided a guarantee for the transformation and upgrading of the home textile industry, the realization of independent innovation and the implementation of the brand strategy; it has improved the core competitiveness for the rapid development and internationalization of Nantong Home Textile City and Chujiang family textile industry cluster.

Nowadays, most of the drawings are designed by home textile studio, and the number of design studios reflects the prosperity of an industry in a sense. This is especially true in home textile industry, because the home textile industry itself is a design industry and a fashion industry. As we all know, design and channel are two ends of "smile curve" in the home textile industry. They are indispensable and complement each other. Only by constantly innovating and upgrading the two sides of the "smile curve" can the home textile enterprises acquire more value-added products, expand the existing profit space and win the initiative of market competition.

10, China Home Textile Association Specialized Committee established

In November 15th, the China Textile Association's market strategy took a firm step forward. The dealer Specialized Committee was formally established by the Ministry of civil affairs of China. Yang Zhaohua, President of the China Textile Association, was also the director of the special committee. Yang Zhaohua emphasized that the establishment of Specialized Committee will accelerate the formation of channel branding. Brand channel providers with stronger information communication function will become the object of cooperation among home textile enterprises, because it is very important for enterprises to shape their own image and speed up their development.

Editor's comment: in recent years, the snatch of distributors resources is common in the home textile industry. Whoever will occupy the channel first will have the right to speak at the end. However, disorderly market competition can easily lead to disorder of market order and unfavorable to the establishment of benign operation mechanism.

The establishment of Specialized Committee by the China Textile Association will not only solve the channel problems, but also guide the market to a healthy development track. Dealer Specialized Committee will provide a platform for home textile enterprises, so that more excellent channel providers can exchange experiences and discuss the channel construction of home textile industry. At the same time, channel providers can establish a benign interworking mechanism with suppliers so that the home textile industry chain will form a rapid linkage effect from product development to manufacturing and sales.

The most important function of dealer Specialized Committee is to further improve the standardization of the existing professional market, foster a fair competitive market environment, build an efficient logistics and transportation system, strengthen the external publicity of the market and corporate brand, and make it a brand incubator for small and medium enterprises. On the basis of summing up the successful mode, it is necessary to extend to the qualified areas in time and integrate into the concept of home textiles and large household, so as to achieve a good market driven regional industrial development.