Confidence Is More Important Than Gold. Home Textile Industry Continues To Grow.

2012, China

The industry is facing complex and changeable development environment, the international market is low, the domestic market is sluggish, and the cost of various production factors is rising. After many years of rapid development, China's home textile industry is facing challenges of survival and development, and it is put on the agenda for the sake of survival and innovation.

The rapid growth of China's home textile industry has been slowing down for many years. Is the development period of the home textile industry no longer in sight? A few days ago, at the eighteenth China International Home Textiles and accessories (Qiu Dong) fair, which ended at the New International Expo Center in Shanghai, a popular theme of convention and exhibition was "confidence is more important than gold", which boosted confidence for exhibitors.

The growth rate is very normal

Statistics show that in the past few years, the annual output value of China's home textile industry is as high as 654 billion yuan, with an average annual growth rate of more than 20%, and is listed as one of the domestic high growth industries.

However, from the first half of last year, the sales growth of China's home textile industry has been decreasing month by month, and the stock pressure of large enterprises has increased.

As the two major driving force of home textiles, both exports and domestic demand are hindered.

Yang Zhaohua, President of the China Household Textile Industry Association, said: "before textile enterprises are able to increase 15%, it is easy to do so as long as production is increased, but this year, we must emphasize multiple factors such as market, channel and product characteristics."

On the export side, consumer demand for home textile products has shrunk dramatically due to the major three overseas markets, namely, the United States, Europe and Japan, which are affected by the financial and sovereign debt crisis. While India and Pakistan and other countries have taken part in orders, the home textile market has become smaller and competition has intensified.

In the domestic demand market, the state's regulation and control of the real estate industry has given rise to a certain impact on the home textile industry with relatively high real estate.

At the same time, labor costs and channel costs continue to rise, resulting in higher prices of products. Consumers have correspondingly reduced the replacement frequency and reduced the consumption of home textile products.

However, according to Yang Zhaohua, according to the 200 characteristic enterprises tracked by industry associations, the average output value increased by 6.6% this year, and the profit grew by 10% over the same period last year.

This shows that the growth rate of the industry is still going on, just slowing down.

After the rapid growth of the industry, it is necessary to make a callback. This is normal. There is no need to worry. "

Yang Zhaohua said, "it is most important to boost enterprise confidence at the present time, and at the same time, we need to tap the potential of stock demand.

Now that the home textile industry is upgrading, enterprises should seize the tremendous business opportunities brought by the upgrading.

Business is facing a new situation.

The decline in sales is the result of changes in the external situation on the surface. The essence is also that the concentration of industries is low and the competition of homogenization is serious.

Although there are more than 20 thousand enterprises in China's home textile industry, there are only 50 enterprises on the scale of output value.

The proportion of home textile products with high technology and high added value is low.

Gao Keping, assistant general manager of the home textile company of mercury, said that at present, the first tier enterprises in the home textile industry are single products with annual sales of more than 1 billion yuan, only 4 in the country, second to 300 million yuan to 800 million yuan, and third to less than two hundred million or three hundred million yuan.

In recent years, the third echelon enterprises have been squeezed out of the brand quickly and become a cooperative factory of big brands.

Gao Keping said that over the past decade or so, the annual compound growth rate of mercury home textiles has reached 30%, but now it faces a new situation.

"The existing orders are mostly passive, and hope that the initiative business in the next two or three years will occupy 30% to 40%, so that we can live."

Wang Weiyang, President of Zhejiang BABEI Textile Co., Ltd. told reporters that in fact, the first half of this year was better than expected, and sales increased by 19%.

But he also revealed that since August, sales were not optimistic, and orders for September were less than last year.

According to the current market situation, he is not optimistic about the fourth quarter and next year.

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Ready for winter

Insiders pointed out that the future of home textile industry lies in providing professional and personalized product services. Enterprises need to form their core competitiveness, fully reflect differences, increase investment in product R & D, so that products can truly be accepted and loved by consumers.

It is gratifying that many well-known and innovative home textile enterprises and functional home textile brands have actively participated in the home textile exhibition this year, creating an atmosphere for technology home textiles and quality life.

Facing the new challenges, "innovation for survival" has become the slogan of many home textile enterprises. Market changes, demand changes, and channel changes have prompted enterprises to innovate for survival.

The eighteenth China International Home Textile Exhibition let enterprises see "confidence is more important than gold".

The scale of this year's home textile exhibition has reached 138 thousand square meters, exhibiting 1326 enterprises from 29 countries and regions in the world. The scale of exhibitors, the number of exhibitors and the sources of international regions have increased by more than 9% over the previous year. The scale of the exhibition has reached a new high.

According to the reporter's understanding, new products coming out of the exhibition, increasing technological content, targeting research and development in specific markets, diversifying marketing, product serialization, focusing on brand image and increasing innovation design show that China's home textile industry is still optimistic about its future development prospects and confidence is still there.

"The eighteenth China International Home Textile Exhibition" has shown the confidence of our company.

Our enterprises have confidence in their products, have confidence in the market and have confidence in their own businesses. "

Yang Zhaohua said that this year may be a difficult year, but next year will be even more difficult. There will be downward pressure on the industry. Home textile enterprises must recognize the situation and actively change for the winter.

China

Brand research center analysts believe that the home textile brand should not drift with the tide, but in pursuit of popular elements at the same time, more emphasis on the brand's own style.