Chaoyang Industrial Functional Home Textiles Why Repeatedly Frustrated?

Functionality Home textiles This should be the sunrise industry in the home textile industry, but on the way of development, it has been frustrated repeatedly. Why?

With the acceleration of pace of life and the increase of working pressure, the quality of sleep has generally declined, and there have been various problems: about two hundred million snoring, nearly three hundred million insomnia, and 50 million people had apnea during sleep.

Therefore, the bedding products, which have various functions such as auxiliary sleep and improving function, are receiving more and more attention and favor from consumers.

Then, how much room does the functional home textiles industry have?

Consumer groups involve three generations.

From China gift According to industry information, the total value of China's gift market in 2006 was 180 billion yuan, and by 2008, the data had exceeded 230 billion yuan.

As a functional household textile, as a technology protection and ecological health care, it is entirely possible to separate itself from such a market space.

At present, functional home textile products have formed a good market reaction.

If only a few data from the gift industry can not explain the problem, then we can have a deeper understanding of the functional home textile market by analyzing the target consumer groups of the functional household textile products.

The elderly are one of the target consumer groups of functional home textiles. Many functions such as assisted sleep and body adjustment are the demand points of this group.

With the development of society, many old people's consumption concept has also changed. Instead of saving money blindly, they began to invest in themselves, which gave birth to the so-called "silver hair economy".

According to the statistics of China's Aging Committee, the "silver haired" group over 60 years old is predicted to be a big cake with 600 billion yuan consumption ability.

The 35~60 year old group, which accounts for about 33% of the total population of the society, shoulders the responsibilities of family and society. It has a lot of work pressure, less exercise time and less rest time, so it is very easy to be in the "sub-health" state.

How to get better sleep to maintain sufficient physical strength and vigorous energy? This is the most perplexing problem of middle-aged people. In recent years, health care, yoga, pedicure centers and other health care consumption has become a highlight of life, reflecting the concern of the community on health issues.

As one of the main consumer groups of household textiles, middle-aged people have begun to turn their attention to functional household textiles.

The 20~35 year old group has a generally good educational background, a high degree of acceptance of new things, willing to try products with scientific and technological concepts, and willing to invest large amounts of money to improve life and physical health. They are one of the important potential customers of functional bed products.

Of course, for young people and children, the healthy function of home textile is more important. In addition, they are the focus of every family and the hope of the society, so parents can not hesitate to create a better sleep atmosphere.

Functional home textile is "infamous"

However, compared with the functional products in the garment industry, they are slightly embarrassed in the home textile industry: many home textile enterprises are very optimistic about the development of functional products. However, functional beds are seldom seen in marketing channels such as shopping malls and stores.

Just last winter, a service worker who served two well-known domestic brands and had more than 3 years of experience in home textile shopping experience also indicated that they knew only functional bedding products, but had never seen them before, and did not know the substance of the so-called negative oxygen ion function.

Shopping guide is the last service level of products in the face of the consumer market. If there are few reports on shopping guides, how can functional products be delivered to consumers? The proportion of functional products in the functional bed market is still very small.

So why do we all look good, but the market performance is far less than expected? What are the key factors and what are the countermeasures?

First of all, functional textiles are born out of the functional health care industry, and speculation, exaggeration and even false phenomena occur frequently. Consumers have a certain degree of distrust or even rejection of the whole functional health care industry.

When the big functional health care industry is stranded in the harsh environment, small health care functional textiles are also implicated. Moreover, the whole industry standard and testing basis of functional textiles are lagging behind, which, to a certain extent, promotes the possibility of excessive publicity and reduces the trust level of consumers.

Fortunately, in recent years, the adjustment and self-discipline of the whole functional health care industry is being standardized and improved step by step, and the testing standards and trade standards of functional textiles are also being carried out in a rush.

Secondly, there are some problems in the field of functional household textiles: lack of communication and deep cooperation from the capsule, fiber, yarn, grey cloth, printing and dyeing, fabric to finished products, and the upstream and downstream of the industrial chain. Producers of every link want to push their own brands, engage in licensing, and issue billboards to the downstream. Moreover, they also fight on their own in publicity and promotion, which objectively creates consumers' cognitive confusion and is very unfavorable for the cultivation of functional home textiles consumer market.

A coordinated and orderly environment is very important for the development of an industry. Only by doing their own specialties well, linking up upstream and downstream, and jointly cultivating functional bed consumer groups can we truly become bigger and stronger industries.

Thirdly, channel difference is an important reason for the development of functional bed products rather than functional clothing.

Clothing brands rely on the gold business areas all over the world, and with the terminal strategy of clothing industry, many brands have thousands of terminals and networks all over the country. It is very easy to promote functional clothing products.

And the home textile brand terminal started late, there are thousands of shops brand only a few leading enterprises, most of which are regional brands. Because there is no channel basis, it is more difficult for functional bed products to be sold to the national market.

Therefore, the promotion of functional bedding products also needs a platform that can radiate the whole country and mainstream domestic brands.

Functional home textiles go to market

The development of many functional fibers ends with the conclusion that the fiber can be mass produced, which is far from enough. There is still a long way to go from functional fiber to functional bedside. The grope of this road has verified the previous research results and promoted the research from laboratory to practical application.

The field of bed products has its particularity. Functional products need more mature process research and development. Tencel Fabric Bed products, faced with a lot of difficulties and pressure in the early stage of promoting fabric, and through the cooperation of upstream and downstream research and development, eventually promote Tencel bed products to the consumer market.

With the increasing demand for functional fabric market, functional fabrics will become the mainstream of home textiles in 2012.

According to the survey, in 2012 spring and summer, natural pure, natural and refreshing fabrics will become the favorite of the market, and the quality and sense of high quality also make them popular. For example, antistatic fabric, UV resistant fabric, negative ion regulating fabric and so on.