Home Textile Industry Market Challenges More On Home Textile 2012 Quotations

The rapid growth period of the home textile industry has passed. Although the most difficult time for export has ended, the overall export decline, domestic demand upgrading and consumers' demand for brands are getting higher and higher.

The enterprise has put forward new requirements.

Market environment

From an international perspective, the European debt crisis intensified in 2012 and the US economic recovery was weak. The downside risks of the world economy gradually increased, and the situation faced by emerging markets and developing countries in macro control was more complex and difficult to control.

World economic growth slows down, international trade growth slows down, all kinds of risks increase significantly, market confidence decreases, and the world economy will remain depressed for a long time. 2012 will be a challenging year for the world economy.

From the domestic point of view, in December 2011, the central economic work conference identified the economic work ideas in 2012, the general keynote is "steady progress", and continue to implement the "proactive fiscal policy" and "prudent monetary policy". Although China's economic growth is expected to maintain reasonable growth throughout the year, the price increase will also gradually decline, but China's economic development still faces many challenges and uncertainties, especially the risk of comprehensive inflation, the breakdown of the real estate bubble and the collapse of the local financing platform, which brings greater uncertainty to the domestic economic operation and ultimately restricts domestic consumption demand.

In the first quarter of 2012, the domestic economy maintained a moderate and relatively fast growth, and GDP grew by 8.1% over the same period last year, which is higher than the target of 7.5% in the whole year.

From the main economic indicators, in the first quarter, the industrial added value, fixed asset investment and total retail sales of social consumer goods increased by 11.6%, 20.9% and 14.8% respectively.

Consumer prices rose 3.8% year-on-year, or 1.6 percentage points lower than last year, down 1.2 percentage points from the same period last year.

While maintaining a moderately fast growth of the economy and creating favorable conditions for the growth of residents' incomes, the effects of policies and measures on increasing the income of urban and rural residents continue to show, and the income of urban and rural residents has increased.

Overall, the fundamentals of China's economic operation in 2012 have not changed. The risk of economic downlink is generally controllable, and the economic operation is slow, stable and stable.

However, with the gradual withdrawal of the large-scale investment plans and policies to stimulate consumption, the growth of domestic investment and consumption will slow down. At the same time, considering the great uncertainty of the world economy, there are still some deep-seated contradictions and problems in the operation of the domestic economy. There may be some new situations, new contradictions and new problems in the development.

Industry status

The rapid growth period of the home textile industry has passed. Although the most difficult time for export has ended, the overall export decline, domestic demand upgrading and consumers' demand for brands are getting higher and higher, all of which have put forward new requirements for home textile enterprises.

The home textile industry, as a downstream supporting consumer industry, which is more affected by real estate adjustment, still needs to bear greater pressure in 2012. With the lagging effect of real estate regulation, the slowdown in the number of wedding guests and the macroeconomic downturn, this year's "relocation" and "wedding" consumption in the three major components of home textile consumption will be greatly inhibited.

Since 2005, the home textile industry has gradually entered a period of steady growth. One of the characteristics is that the market structure has come to the surface: the market has formed a listed company, Luo Lai.

The first camp of fuanna composed of second camps, including Kasen, violet, Bo Yang, Sheng Yu, mercury and so on, which are rapidly developing and planning to be listed, as well as the third camps formed by other small brands.

Since the completion of the listing work, the first camp brand has taken advantage of its resources. It has been in the leading position in terms of capital, channels, products and talents. It has realized the rapid development of enterprises and the in-depth layout of brands, showing the vitality and vitality of development everywhere.

In 2011, the total scale of home textile industry exceeded 800 billion yuan, and showed an expanding trend. The annual growth rate of the whole industry exceeded 20%, far ahead of other industries. The advertising investment in home textile industry maintained a relatively rapid growth, and the demand for talent was in short supply.

In 2011, the sales revenue of Luo Lai was 2 billion 380 million yuan (548 million of small brands, up 69% over the same period last year), and the main brand rose 1 billion 800 million in 2011, up 26.3% over the same period last year, an increase of 31% over the same period last year, and the number of stores increased from 2085 at the end of 2010 to 2371. In 2011, sales in 2011 reached 1 billion 252 million yuan, an increase of 46.4% over the same period.

Among them, Luo Lai controls East China, fuanna controls Southern China, Meng Jie is stable in Central China, forming the tripartite confrontation, especially in East China, the most intense competition, the two or three line brand is the most concentrated.

With the deepening of the European debt crisis and the increase of real estate regulation in the first quarter of 2012, sales in the first quarter of 2012 were 614 million yuan, an increase of 5.25% compared with the same period last year. The sales revenue of Meng Jie was 269 million yuan, down 9.93% compared to the same period last year. The sales revenue of Fuan Anna was 404 million yuan, an increase of 21.46% over the same period last year. The growth rate of sales revenue in the first quarter of last year was 62.29%, 58.24% and 31.49% respectively.

At present, the concentration of home textile industry is not high. The key to keeping the high growth rate is to rely on the extensive open shop. The non-traditional channels such as electric business are the battleground of every enterprise. However, as the development of the industry gradually matures, we expect that the sales revenue growth will slow down in the future. But with the increase of residents' income, the acceleration of urbanization process and the upgrading of consumption concept, the consumption of brand home textiles will continue to maintain a certain growth rate.

China's home textile industry started relatively late than the garment industry. Home textile enterprises have great room in extension or endogenous growth, but the speed of development may be reduced from the growth rate of over 20% in the past 5 years to the level of 10-15% growth. At the same time, it is still necessary to observe whether the two or three line brands can effectively break through the bottleneck of their own development, and improve their products, services, funds, talents and management, so as to realize the pformation of enterprises and complete the two leap in the development of the industry.

Challenge opportunity

Nowadays, the market environment is changeable, and the industry is also in crisis. Home textile enterprises are competing for the world. All brands are seeking breakthroughs, but they are constantly fighting against the wall. They have no way to go.

Because of the complicated operation of the company and the trend of price increase, the cost of the first brand home textile company has increased sharply, and the cost of the products has been increased again and again.

With the pformation and development of the national economic structure, residents' consumption is becoming more and more cautious, and the sales of home textile stores are becoming increasingly dismal, which directly leads to the extreme situation of the company's sales revenue showing a slowing down or even slowing down. It directly increases the operational risk and business pressure of the company and franchisees.

Because of the huge operation and circulation costs of Brand Company, the price of products is far lower than that of Brand Company. As a result, the market share is rising rapidly.

But such companies often face homogeneous products, fierce market competition, and such companies often win by single products. They do not have the strength and foundation of operating terminal stores in product category, operation management, service tracking and so on. They often fail to establish a real terminal sales network, and the profit margins of terminal distributors are thin.

With the trend of consumer branding becoming more and more popular, these enterprises will face the crisis of survival at any time. The franchisee's loyalty to the brand is very low, and they will withdraw from the cooperative relationship at any time, eventually leading to the outcome of both sides.

The world is full of heroic qualities, and chaos has created a hundred years of business.

Unlike the first-line brand, there is a lot of procrastination and redundancy. It is a small boat with a good turn. Unlike wholesale brands, marketing is not systematic.

Perhaps this round of crisis is just a golden opportunity for Aisha to meet each other once in a blue moon.

In order to seize the opportunity, Aisha is making vigorous efforts to innovate, continuously strengthen product planning, continuously explore the product series, product style, price positioning and other aspects, boldly attempt to find out the implementation standards and program of action that are compatible with Aisha's brand positioning.

The production backstage is guided by product quality and strict control of production standards, supplemented by process control and supervision, so as to ensure product quality, improve process and minimize costs.

At the same time, we should make preparations for the rainy day, actively carry out the reserve of talents for Aisha's further development, adopt the principle of combining "external guidance" with "internal training", retain all the talents that can be retained, enlarge personal advantages, create a harmonious and harmonious atmosphere for development, and achieve mutual help and complementary talents cooperation mechanism.

At the same time, we should formulate reasonable pricing strategies, implement effective promotion strategies, increase self promotion and help customers improve their work, actively develop training, serve the terminal franchisees, improve their own hematopoietic function, and combine the company's "blood pfusion" with the "hematopoietic" function of customers, so as to complement each other and sustain growth.

The river is full of water and small rivers. For Aisha's franchisees, keeping pace with Aisha's rhythm is not lax and unwavering. Doing a good job in standardizing operation of stores is sure to bring about a bright future with the company's sales promotion.