Chinese Cloth Art Seeks A New Way Of Marketing

Although many people estimate the situation of the home textile industry in 2012 is not good, the reality is that many building materials dealers are fighting for the fabric market, which makes the competition in the fabric market more intense. At the 2012 China International Home Textile (Chun Xia) exhibition, the booth of famous enterprises is crowded, while others are very few.

Big and good enterprise There are fewer customers and fewer business customers, which is the same rule under any circumstances and has little to do with the industry situation. Of course, enterprises must have a sense of crisis, so that they can not be confused when the crisis comes.

Domestic enterprises go to the terminal

Specialized Committee's first work in 2012 during the exhibition Meeting Yang Zhaohua, President of the China Textile Association, inquired, "why can't curtain shops spread all over the country like bed shops?"

　　 Fabric art Why has the industry been in the absence of brand and no brand? concept The way to buy curtains has always been the casual choice of consumers to the cloth city, and the price and pattern are the main factors determining the purchase. Consumers do not consider brand factors as the priority of buying other textile products such as clothing and bedding.

Many cloth art enterprises have realized this problem and began to try to contact the terminals directly last year. As Jin Weijun, general manager of Noah textile limited, said, "no brand can create a brand, but a brand must survive with its terminal if it wants to survive." Noah MDV opened its flagship flagship store in Shanghai in December 2011. Shop sales of fabric, sofa and other fabric related products, and special tailoring experience area. MDV plans to replicate this mode, and set up stores in Beijing, Shenzhen and other places this year. Meanwhile, it will invest in brands and create fast fashion fabrics in more cities. Jin Weijun said: "our storefront must be opened in the commercial area. It must not be like the furniture city, which is located at the junction of the city and the suburb. We are not big, but the picture is small and exquisite." MDV attaches great importance to the creation of scenes. In the exhibition, the brand stands are the most ingenious, with relaxed background music, open style booths, black frames and colorful colourful fabric products, so that the whole booth is full of sentimental harmony. Jin Weijun said that at the cost of opening stores to thriving commercial blocks, it is because consumers need to be guided. Only by constantly repeating the brand image before their eyes can they make the brand impress, have more opportunities to lead to casual consumption, or think of the MDV brand when necessary. This is the complete process of brand building. Don't be impatient, cultivate brand and cultivate loyal consumers.

Another reason for curtain cloth enterprises facing the terminal is forced to helplessly. Competition in the industry is very fierce. In Haining alone, there are more than 9000 large and small home textile and textile enterprises, including 1700 large enterprises. Some small manufacturers do not pursue Ori Jun, so long as they earn millions of dollars each year, they are satisfied, because the scale is small and the number of employees is low, so the cost is low. "They do not seek big development, and the way to make profits is to constantly fight prices and price wars, so long as they are slightly higher than the cost price, so a large scale enterprise that needs more labor wages and site costs has no price advantage at all." In order to avoid confrontation with such a small business, large-scale enterprises can only choose another development path -- towards the terminal.

Foreign trade looking for advantages beyond price

Since 2010, domestic labor costs have been soaring. The wages of a worker rose from 2000 yuan per month to 4000 yuan per month. The low cost of labor is the biggest advantage of Chinese export enterprises, and now this advantage is gradually disappearing. At the exhibition, many export enterprises said that Turkey is China's biggest competitor in the international market, and the cloth products produced in Turkey are slightly higher than the prices of Chinese products. Some people think that cheap Chinese products mean that we have a price advantage. We do not know that behind the price advantage is the low labor force and low added value of products. With the continuous increase of labor costs, our advantages will become inferior.

Shen Huizhong, the general manager of the company, has always been cutting the price of its products. Compared with the products in Turkey, our price is 30%~40% cheaper. Now, there is not much difference between China and Turkey in terms of labor wages. Enterprises reduce costs by controlling losses. " Xu Zhengquan, the business manager of Hangzhou ASI Residence Arts and Crafts Co., Ltd., said, "why is Turkey's product expensive? Because of its exquisite workmanship, advanced technology, outstanding design and high added value of products."

Affected by the international economic downturn, export pressure is high. But on the basis of rising labor costs and relying on low price competition, the profits of enterprises will be even thinner, which will add to the development of the industry. So what is to compete with international products, or from design, research and development? At the exhibition, the booth of IKE home textile, Han Bo home and the company of art is always crowded. These brands have always been the victorious general of the exhibition, and new products will be launched every year.

　 Acre has always been famous for its design. This time brings silk embroidery with its spring flavor.

Xiang Shuwen, chairman of the brand, said: "Ai Ke wants to bring the audience an easy way of life this year. Each year we will launch 30 new products, which are characterized by small batch and multiple varieties. Xiang Shuwen attaches great importance to the home environment. He believes that different design can create different home culture. Otas brought two new fabrics, one is permanent flame retardant fabric, and the other two is the fragrant fabric that can emit fragrance. Wang Gaoming, chairman of Han Bo home, has just concluded his visit to the US market. He said: "with the gradual loss of China's labor force, the transformation of manufacturing industry is imminent. Through cross field development, enterprise creativity can be stimulated."

Many Chinese export enterprises focus on the European and American markets. Du Yuzhou, the honorary chairman of the China Textile Industry Federation, said, "our enterprises are using the oriental culture to fathom the western culture". This is not easy. The labor force advantage is reduced. Enterprises should pay more attention to innovation and integration of resources and attract Western excellent designers.

Some companies also said they had recruited overseas designers at the Frankfurt home textile exhibition, but with little success. On the one hand, Western designers are unwilling to work in China, and the cost of Western designers is too high. It is preferable for Zhejiang to make leather weaving. Several times a year, Chinese and Western designers will get together to discuss together, so that no overseas designer will be stationed in China, and will bring the latest international trend to domestic enterprises at any time. In terms of designer salaries, enterprises can not calculate small bills, but to calculate big accounts, calculate how many customers a good designer can bring to the enterprises, increase the sales volume and increase the profits. After all, Western designers know more about western culture, and are more comfortable with western style collocations and color preferences. Knowing what the market needs, we can produce products that match us.