Yang Zhaohua'S Interpretation Of The 12Th Five-Year Development Plan Of China'S Home Textile Industry

"11th Five-Year" is a climax period of the development of China's home textiles. During this period, we went to the "home textile power".

Entering "12th Five-Year", home textile is following the whole textile industry and heading for "home textiles".

During the "11th Five-Year" period, the home textile industry actively adjusts the industrial structure, strengthens technological pformation, introduces advanced technology, eliminates backward equipment, optimizes product structure, improves product added value, and promotes the improvement of fiber raw material utilization efficiency and output value.

In 2010, the domestic textile industry consumed 12 million tons of fiber, accounting for 29% of the total textile fiber consumption, and the output value of industrial unit fiber increased 58.9% in 5 years, with an annual growth rate of 9.58%.

Nevertheless, as the home textile industry started late, most enterprises are still in the initial stage of capital accumulation, with limited scale, the industry still has weak industrial foundation, and the equipment technology level is generally low; the market concentration degree is low, the core brand market share is not high, the tension is insufficient, the channel is single and the homogenization phenomenon is serious, which is not conducive to the deep development of the industry, and the structural shortage of talents.

Development opportunities

During the "12th Five-Year" period, the industry faced double opportunities in the international market and the domestic market.

Yang Zhaohua, President of China Textile Association, said: "with the development of world diversification and economic globalization, the global home textile industry is undergoing a series of adjustments. This will create favorable external conditions for China's home textile industry to take part in the international division of labor, pform its development mode and achieve scientific development by relying on comparative advantages.

In recent years, Russia, India, Brazil and other emerging economies and ASEAN and South American developing countries have rapidly increased their demand for domestic textile products.

With the rise of the country and the development of economy, a large number of developing countries will become an important market for China's home textile exports.

After the financial crisis, many export enterprises realized the importance of the domestic market and attached more importance to the domestic market opportunities. The Chinese textile market still had huge potential needs to be explored and satisfied.

"Residents need to raise their living standards and lifestyle, increase demand for public places such as hospitals, hotels, entertainment and other public places. The government will set up long-term mechanisms to expand domestic demand and speed up the process of urbanization.

During the "12th Five-Year" period, GDP will maintain steady growth, the economic situation will be more prosperous, and the consumption capacity will increase rapidly.

China's population growth has entered a stable period, with an annual population of about 6 million.

In the next 5 years, the level of urbanization will increase by 4 percentage points, which will mean an increase of about 60 million urban population, that is, an average annual increase of 12 million people.

With the implementation of 36 million sets of affordable housing construction projects, the per capita living area of cities and towns will increase year by year.

Population, new homes and other factors have increased the demand for future products.

In addition, wedding products will continue to sell well.

At present, the direct consumption of about 10000000 couples in China is 600 billion yuan per year.

The number of household textile consumer goods is also increasing.

Consumers are looking for a healthy, fashionable and comfortable lifestyle, and look forward to beautifying new life, which demands higher and newer requirements for the products of the industry.

In addition, public product updates need to be incremented.

Public facilities such as hotels and recreation places, hospitals, sanatorium, nursing homes and pportation facilities will be created and repaired, which will create new demand and replacement demand for public products.

In 2010, there were 5 million 370 thousand beds in hospitals and health clinics, an increase of 10.27% over the same period, 40 thousand in the adoption social service institutions and 3 million 123 thousand in beds, an increase of 13.4% over the same period last year.

With the increase of public health service requirements, the demand for public products will maintain steady and rapid growth.

At present, the average annual growth rate of Hotel National rooms is about 10%, and the number of Star Rooms Hotel accounts for 2 million. It is estimated that the number of rooms will increase to 5 million in the next 10 years.

From market to product

1990 ~2005 is the fastest growing 15 years of home textile industry.

Yang Zhaohua said: "in the past 15 years, home textile products have experienced a process from less to better and better, and in the initial stage of home textile industry, the market for home textiles.

At present, families with 2~3 home textile products are not few. With the enrichment of materials, consumers have put forward higher requirements in product design, enterprise scale and industry standards.

In order to cope with the market changes, the "12th Five-Year" period has also made new tasks in Industrial Development: optimizing the industrial layout and promoting coordinated development; exploring diversified channels, building a new marketing pattern; speeding up brand building and building an omnibearing system; strengthening personnel training, consolidating Qiang Guoji base; improving public platform construction, creating a favorable development environment; promoting home textile culture, highlighting Chinese characteristics; accelerating technological progress, promoting industrial upgrading; developing circular economy, achieving sustainable development; extending product services, actively expanding domestic demand; accelerating the export of independent brands and promoting the construction of diversified international markets.

Among them, channel exploration is the top priority.

Yang Zhaohua said: "now, the cost of channel is too high and the cost of circulation is too large, so manufacturers, wholesalers and outlets do not make money.

It is understood that the profit of the production link is 10%~20%, while the profit of the wholesale link is only 3%~5%, and the profit of the network is only 10% points. "

According to the rapid change of market environment and the refinement of market structure, it is imperative to continuously improve traditional marketing channels and promote multi-level commercial channels.

The "big home textile" chain, the cross industry cooperation mode among different industries, and the sharing of jewelry channels through household channels will effectively complement and improve the industry marketing network.

Yang Zhaohua pointed out in particular: "enterprises should follow up e-commerce as soon as possible, and expand new network marketing channels.

In 2011, there were Bo billion, mercury, and Luo Lai in the network marketing, and how difficult is it to sell hundreds of millions of dollars online? There is no domain restriction in e-commerce.

Explore and compare the advantages and disadvantages of traditional market channels and e-commerce, and the characteristics of product demand, implement differentiated market positioning, meet the needs of different levels of consumer market, strengthen the standardized design and quality control of online sales products, provide consumers with guaranteed cost-effective products, which is conducive to the sales growth of enterprises.