Major Textile Enterprises Are Facing Heavy Market Research.

As early as the end of 2011, the home textile industry predicted that the development of home textile industry in 2012 was not optimistic. Whether it was production weaving enterprises or retail enterprises, the competition would be more intense.

Today, nearly half of 2012 has passed, and the reporter learned through interviews that the overall economic environment of the fabric industry is getting closer and closer to the previous forecast. The profitability of some small businesses has dropped significantly, and some enterprises have already faced losses.

However, some well-known brands have not been affected by the market environment, and the orders are still large. What makes these enterprises still be able to develop rapidly in the face of the depressed market environment? What kind of operation methods and marketing methods have they adopted so that the sales performance of enterprises can spiral upward?

All along, the status of no brand and no brand concept is a major feature of the fabric industry competition pattern.

Consumer pairs

Product selection is casual and blind. Price and pattern are often the main factors that consumers decide to buy. Brand factors do not constitute a key factor in consumer pactions. They are not always considered by consumers. This is an important reason that restricts the development of the fabric industry.

With the increasingly fierce competition in the fabric market, some cloth enterprises gradually realize this problem and try to contact the terminal directly, so as to break through the old competitive mode and shift the core of development to brand building.

Jin Weijun, general manager of Noah Textile Co., Ltd. said: "cloth art enterprises can not create brands without brands. If brands want to survive, they must maintain close contact with the terminals."

Now, Noah MDV has opened its flagship store in Shanghai in 2011.

Curtain, sofa and other fabric related products, and special tailoring experience area.

In the strategic expansion plan of MDV2012, the stores that will be opened in Beijing and Shenzhen will take this mode as a carrier, and at the same time carry out brand investment and join together to create "fast fashion" soft clothing store in more cities.

Lu Wenlong, chairman of the company, also said that cloth art enterprises should pay attention to the adjustment of product structure and product positioning.

Efforts should be made in resource integration and special operation to implement differentiated operation.

"This year, Otas will make a big" two heads ", actively adjust the product mix, and further improve the marketing network.

In the domestic and international markets, the implementation of a comprehensive brand management, product development will be based on market demand for new positioning.

Search for Internet sales advantage

Apart from the lack of brand names, the lack of sales channels is also an important reason for the market disruption of the fabric industry.

Now, with the rise of e-commerce, many industries have turned their attention to Internet sales. However, for curtain fabric products, it is not easy to open up a world in this field.

"Curtain cloth goods and bed products are different, it is semi-finished products, bed products have standard uniform size, and curtain fabric products need consumers to choose cloth samples, the seller according to the size of the window provided by consumers for later processing, this is the curtain cloth products online sales has increased a certain degree of difficulty."

Li Hong, general manager of Beijing Huayuan art dragon home design center, said.

Although there are some difficulties in the sales of curtain fabric products, there are still some enterprises aiming at the characteristics of the industry and combining their own strength to achieve the goal of increasing sales volume and widening channels.

"For the visible and intangible characteristics of network products, we have achieved great improvement in profitability through three systems: online shopping platform + entity experience shop + local support", which successfully solved the sticky problem of e-commerce in curtain fabric industry.

Feng Qiuxia, the only cloth art company in Shaoxing, said, "these stores are also responsible for the after-sales service of all products in the area (Online + offline), which has solved the bottleneck that many curtain shops can not guarantee after sale."

"E-commerce is a major trend, and domestic business rules are not conducive to business operation, and the cost of operation is too high. The enthusiasm of enterprises to choose e-commerce will be higher and higher."

Lu Wenlong said, "we have begun to actively carry out network marketing, and set up a professional network marketing company, and build famous brand designers with famous designers at home and abroad, striving to make a difference in the Internet market."

Overall soft packing trend

Although the development of brand and widening channels can solve the development dilemma of the fabric industry, but from a long-term perspective, cross industry integration is the future trend of the fabric industry.

"From a series of professional exhibitions held at the beginning of this year, we can see that some cloth art enterprises no longer simply participate in the exhibition of cloth products, but also cooperate with furniture, wallpaper, lighting and home accessories to launch the concept of" whole home soft decoration ".

Jin Weijun said, "now, more and more enterprises have set up the curtain and cloth art experience Museum. The sofa, curtains, lighting and other products have been put in the museum, bringing new shopping experience to consumers. By enhancing the design and extending the product line, the added value of the products has been greatly improved."

"The development of home textiles in the future must be characterized by the overall soft package operation. Its entry threshold is relatively high, but its operating cost is relatively low. It is the preferred mode of operation for many enterprises. Supporting design is the main theme of the overall soft sell sales.

Now, Otas has already started a slightly operational trial in this area, and has completed the pilot stage, and is about to enter the big test stage.

After the successful implementation of the trial, it will be replicated quickly. "

Lu Wenlong said.