"Change" In The Home Textile Industry Is An Opportunity -- An Interview With Yang Zhaohua, President Of China Textile Association

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Yang Zhaohua, vice president of textile industry branch of China Council for the promotion of trade

2012 China International Home Textiles and accessories (Qiu Dong) Fair (hereinafter referred to as autumn home textile exhibition) will be launched in August 30th August 28th at Shanghai New International Expo Center.

On the eve of the exhibition, vice president of China Textile Association and China Textile Association

Interviewed by the media, and made a comprehensive analysis of the development of home textile industry this year.

Yang Zhaohua pointed out that the industry situation is gradually changing this year, and the market uncertainty factors still exist, which has increased the pressure of normal operation of enterprises. Therefore, we must change the industry situation.

The autumn home textile exhibition, which is both internal and external, is undoubtedly an opportunity for the second half of the year.

Rigid demand favors parity products

In recent years, domestic demand has always been an important supporting point for promoting the growth of China's home textile industry.

China's huge population base, stable economic growth, accelerated urbanization process, coupled with the rapid development of tourism, all provide a solid foundation for ensuring domestic demand and stabilizing the growth of the industry.

Moreover, home textiles as necessities of life are essential.

Yang Zhaohua said that with the improvement of the quality of life, the concept of healthy home textile consumption has gradually been recognized, and the space of home textile products will further expand.

We should hold a cautiously optimistic attitude. Of course, this optimism is not blind optimism, but based on the performance of today's home textile market.

He added that the slowdown in the economic situation has a direct impact on home textile consumption, and that consumers are more inclined to buy parity products, which is also determined by strong domestic rigid demand.

Now, the annual urbanization rate, the newly married population, and the demand for affordable housing are all a rigid demand for the home textile industry.

From the price and sales volume in the first quarter of this year, the price is inversely proportional to sales volume.

When prices rise, sales fall, and prices fall and sales increase, this shows that consumers prefer products with higher cost performance.

Small and medium enterprises should not be followers only.

In recent years, due to the introduction of real estate regulation policies, all walks of life have been affected more or less, and the home textile industry is no exception.

This year, the growth of front-line home textile brands such as Fu Anna, Luo Lai and Meng Jie home textiles is gradually slowing down, and the survival of SMEs in this cold spell will be even more difficult. How should we deal with it?

Yang Zhaohua said, according to the data of the first quarter, the profits of enterprises are decreasing and the profit growth rate is decreasing. Enterprises are facing the difficulties of increasing labor and logistics costs, but not on the retail prices of terminal products.

He said that this situation is also normal, although profits have become smaller, but because of the large base, it has little impact on the good development of the industry.

And with the order meeting, this situation will improve in the second half of the year.

But some small and medium-sized enterprises, in the home textile market situation is very good, all along with the first-line brand occupy a place in the market, when the first line brand has no time to take into account the two or three line city, they do the following two or three winds.

However, with the change of the home textile market in recent years, many brands belonging to the first-line brand have gradually occupied the two or three line market, and the space for them to follow is getting smaller and smaller.

For this situation, Yang Zhaohua said, now that the situation of the industry is changing, we must change.

Small and medium-sized enterprises should not only be the followers of big brands. The characteristics of the second line brand products are very important. If they do not have their own characteristics, they only follow blindly. In the two or three line market, the strength of small and medium-sized enterprises is hard to compete with, so they will face greater problems and challenges in the future.

Therefore, SMEs should take the initiative and take the road of characteristics.

Leading healthy consumption concept

Good home textile products have a great impact on people's quality of life.

With the constant promotion of the concept of healthy consumption, if consumers can truly understand home textile products and correctly use home textile products, it will be of great help to their health and quality of life, especially the improvement of sleep quality.

Yang Zhaohua said that despite the relatively difficult circumstances of the first quarter, there is still room for growth throughout the year, indicating that we still have room for growth.

For example, the correct use of towels, if we use three towels a year, but also 100 yuan, but will bring great changes to our quality of life and health.

And our core and pillow core are all used healthfully and correctly.

Domestic consumers seldom have the habit of washing the core and pillow, but this is the place where bacteria are most likely to grow. It is not enough to change pillowcases and quilt covers.

In Europe, natural fiber pillows are relatively few, because they are washed in the washing machine for a few times a month, and the heat is much more frequent.

Therefore, if we do not wash it without changing it, it will become a bacterial breeding place, which will cause damage to our skin and health.

We need to guide consumers to form a correct and healthy view of consumption.

Two times a pillow, more than one year for a pillow, consumers are very easy to do, and clothing spending is not much.

It is mainly consumers who haven't awakened yet, and don't realize their impact on sleep quality and health.

Therefore, we need the media to promote these knowledge, and we need to focus on the vast number of consumers to pmit a correct and healthy consumption concept to them.

When these can be done well, sales are up and consumption upgrading is done.

Channel expects new changes

Yang Zhaohua said that the industry needs to have new channels when it changes. Now, our channels are not strong enough.

From the perspective of enterprises, it is not easy to push their own channels.

The development of foreign channels is relatively mature, and brand is one of its own, and the most important channel is from Shang Chao.

Like WAL-MART, it can reach thousands, and it can achieve unified orders and unified distribution. It saves a lot of cost, and then they lower the price and give profits to consumers.

And our channels are not only small and relatively dispersed, but also do not form an intensive one. The cost is naturally high and profits are very low.

Because more than 60% of the profits in the middle have been given to circulation, which is caused by too many circulation links. This is not only a lack of benefits for consumers, but also no profit for enterprises. This is also a bottleneck encountered in the development of home textile industry.

Besides,

Through the development of these years, it has proved that it is a very good mode and plays an important role in promoting the sale of home textiles.

Fewer links, lower costs, more advantages in price than offline. The bottleneck of physical stores has solved all the problems of e-commerce. Moreover, because of being able to directly contact customers, the brand has also accelerated the pace of response and adjustment.