The Two Division Of Home Textile Industry Is Imperative.

At the China International Textile Exhibition, many enterprises have said that the environment is not good and difficult. Despite this, there are still many new faces appearing on the exhibition. The economic performance of home textile industry released by China Textile Association in 2012 1~6 seems to explain this phenomenon.

Polarization in growth

In the first half of this year, China Home textile industry We have overcome the difficulties of rising production and logistics costs, upside down domestic and foreign cotton prices, and the export market downturn, and have maintained steady growth. In 1~6 months, 1802 Enterprises above Designated Size counted by the National Bureau of statistics realized 115 billion 820 million yuan of industrial output value, an increase of 14.5% over the same period last year. The 200 key enterprises tracked by the association realized output value of 43 billion 800 million yuan, up 6.6% over the same period last year; 15 industrial clusters completed 94 billion 230 million yuan, up 9.8% over the same period last year. Meanwhile, in the first half of this year, the export volume of China's home textile products increased from the first time since February last year.

From the above analysis, it is easy to see that enterprises are indeed faced with difficulties due to factors such as rising cost and weak purchasing power. But it is undeniable that the home textile market still has room for growth, and enterprises can still make a difference in this field. Therefore, even though the environment is not satisfactory, no one is willing to give up, unwilling to flinch from it, instead, he is more aware of the opportunity and will grasp the opportunity.

Judging from the appearance of the exhibition, the exhibition hall has expanded and exhibitors have increased. In spite of the lack of some big participation, at the same time Emerging brand Got the chance to play. Besides, the products of high price, high end, ecology and technology are more. All this seems to indicate that the prospect of the whole home textile industry is not as pessimistic as the entrepreneurs think, but another data has to be thought deeply.

In the first half of the year, the analysis of the economic operation of the home textile industry showed that among the 200 key enterprises tracked by the association, there were 68 enterprises whose profit margins were higher than the average value, and their profits increased by 22.8%, accounting for 78.4% of the total profits of the enterprises. The average profit rate reached 10.36%. Among them, the profits of 35 enterprises which accounted for 10% of the profits accounted for 49% of the total profits of the enterprises. However, there were 132 enterprises whose profit margins were below the average value, the profits decreased by 21.93%, and the average profit rate was only 2.12%, of which the average profit rate of the loss enterprises was -2.78%, and the profit was even lower.

Compared with 2011, the number of enterprises whose profit margins were above average in the 200 key enterprises decreased by 16%, while the number of enterprises whose profit margins were lower than the average value increased by nearly 11%, while that of deficit enterprises increased by more than 3 times. The statistics of the National Bureau of statistics showed that the loss of 1802 Enterprises above Designated Size reached 15.93%, and the deficit of loss making enterprises increased by 11.74%.

From this we can see that the development of most enterprises in 2012 is not satisfactory. Besides, what is more important is that Two level differentiation The trend is more and more obvious, and the quality enterprises and the mass enterprises have drawn a substantial distance.

　 Tighten development or increase investment?

The direction of enterprise development is the reason why the two level differentiation is becoming more and more obvious. Whether the brand is a high-end line or a low price brand, or is it a big problem to go out of the market at a high cost or to engage in the production of low price products has always been an important problem for enterprises. When some enterprises are aware of the poor economic environment, they immediately tighten up the development of new products, reduce the scale of production, maintain the production of parity products only, while others choose to take risks and invest more in science and technology.

According to the analysis, public goods are the main selling products in the first half of the year. In the first half of this year, the sales value of the first 19.8% years sold in the first half of the year, which accounted for 85.46% of the domestic sales and 21.9% of the profits.

Indeed, many business executives in the interview said that because of rising prices and increased cost of living, consumers were afraid to spend easily and their consumption power was not strong enough, which was the most perplexing problem in the brand at this stage. Even if there are consumers who want to buy, most of them choose a medium or low price mass product.

But surprisingly, in this exhibition, the performance of ecological, technological home textiles and high-end home textiles is even more prominent. Sakura home textile has launched a self-developed tea fiber health care product series. Dong Jihong, general manager of the tea brand, said: "tea fiber is a natural fiber extracted from tea. It is green and environmentally friendly, without any stimulation to the skin, and can also play a role in eliminating free radicals, anti radiation, anti ultraviolet rays and anti-oxidation."

At the booth of the mercury home textile company, the good permeability of the skin friendly quilt developed by 3M and its company was demonstrated on a small experiment site. The negative ion ecological silk quilt is also a high-tech new product developed by mercury independently. It has the functions of moisture absorption, air permeability and environmental protection. It has the health functions such as releasing negative oxygen ions, antibacterial and anti mite, purifying the air and so on. Gao Keping, general manager of home textiles, said that in the next 3~5 years, the home textile market will enter a period of adjustment, and the growth rate will slow down. Faced with these changes, mercury home textiles has made full preparations to enhance cooperation with universities, develop new patented products, advocate technology licensing, and enhance products. Market competitiveness 。

At this stage, it is clear that the public products have more sales advantages. Why do companies attach importance to eco technology home textiles? Several brands advocating special products all say that public products can be done without challenge. Besides, at present, consumers tend to be low-priced products, but this is likely to be the initial performance of price rise. As time goes on, consumers need more and more value-added products. Perhaps green eco technology home textiles do not have a dominant position in sales in a short time due to slightly higher prices, but in the long run, it has an important factor in attracting long-term consumption, which is conducive to health. Such added value is more and more important for consumers to refuse.

Low cost, low price means low profit, while green home textiles and eco textile are invested heavily in scientific research, with high price and high added value and profits. In the 68 companies with a profit margin above average, most of them have their own characteristics, and they are spared no effort to develop new products with high added value. Taking the low price route may solve the urgent need at the moment, but it is not a permanent solution to promote the steady growth of enterprises.