Home Textile Industry Seize Fast Fashion Consumption And Take A Niche Route.

< p > the expansion of online shopping crowds has accelerated the rapid development of home textile e-commerce industry. In recent years, consumers have begun to migrate from the offline terminal to online e-business through the purchase of home textile channels, especially the mainstream shopping crowd, fashionable women and white-collar workers, and constantly improving their quality of life, as well as the importance of family soft decoration. < /p >
< p > however, with the increasing number of home textile enterprises involved, e-commerce competition is becoming more intense. After the first round of competition, some business personas featuring personalized and featured products gradually emerged, and attracted the attention of the industry in the first round of PK. < /p >
< p > < strong > seize fast fashion consumption > /strong > /p >
< p > in the home textile business circle, the current market competition situation has been basically clear. The offline brands represented by Luo Lai, Fu Anna and Bo Yang have invested more and more in the electric business and occupy the high-end market of online shopping. The network brand represented by Nantong home textile base firmly occupy the low-end market by virtue of the cost advantage of Nantong home textile market. In the face of Nantong's large market access, many home textile enterprises do not have the advantage of cost and price, while facing the traditional brands under the line, they do not have the advantages of brand and customer base. Therefore, for some home textile enterprises, this seems to be an unimaginative market. < /p >
< p > "nowadays, many young people like products that embody their individuality and at the same time the price is acceptable, but the market can not satisfy them. Therefore, we have targeted the young "post-80" and "post-90s", and specially designed home textile products that match their age. Jia Chengwei, manager of the Department of electronic commerce at home, said. As a home brand for electronic commerce, when the home is established at the end of 2011, the brand is positioned as a fast fashion home and wants to break the existing market pattern. < /p >
< p > "I am also a post-80 generation", so I really want to make something unique and valuable to our young people. We are very different from the previous generation, whether it is education level or the speed of accepting new things. We need the fast fashion products, and the sheets are no exception. Fast fashion in the "a target=" _blank "href=" http://www.91se91.com/ "clothing" /a "category has been popular among the people, but in the field of home textiles is a fresh concept. With the fast delivery time, keeping up with the fashion trend and parity, the idea of playing in the clothing industry is very much the same as that of the consumer group after 80's and 90's. < /p >
< p > in Jia Chengwei's view, ordinary bed products only exist to meet the most basic needs of people, and the two seasons of winter and summer are updated in a year, according to seasonal demand. But as a fast fashion, we should keep up with the trend and give consumers a fresh feeling. At present, there are basically more than two updates per month. < /p >
< p > Jia Chengwei said: "although compared with fast fashion clothes, more than two monthly updates are not many, but in the field of home textiles, which is one of the few new products released in a year, this update speed is enough to solve the website's style and price. Leopard print, cowboy, LADY GAGA, meow star, lace and other traditional home textiles rarely touch the tidal current elements and colors become our main hits, bold colors and sometimes even the production factories will kindly remind us whether they are clash with tradition. < /p >
< p > if it is a coincidence to get into the top 10 of Tmall new store in 3 months on line, it is a wise choice to be selected by Alibaba Joint Electronic Commerce Association as the "2012 global top ten net goods brand". < /p >
< p > coincides with the idea of Jue home. There is also a big public network founded by Wang Zhiquan, founder of the two Internet business. < /p >
< p > < strong > walk the niche route < /strong > < /p >
< p > "this is a short term project that is difficult to make scale, and needs to be lonely." Wang Zhiquan said quietly. < /p >
"P", which is based on towels and bedding products at the beginning of the online shopping mall, will be built into a quality lifestyle online brand. < /p >
< p > at the beginning of the brand establishment, Wang Zhiquan also specially went to Japan and the United States to make product research. "In the offline stores of Japan and the United States, many brands use thread count (fabric weft density (TC)), that is," a target= "_blank" href= "http://www.91se91.com/" > textile > /a > 1 square inch longitude and weft root number as the quality index of bedding, which will be marked on the washing label. The larger the general TC value, the better the fabric's finer quality and quality. However, there is no such value in the label of Chinese fabrics. Wang Zhiquan said. < /p >
< p > through the study of Chinese home textile products, Wang Zhiquan found that at present, the competition of bedding brand in China is still in the stage of flower coloring. The key to competition is color design. Few enterprises will take the TC's index of product quality as a competition point. < /p >
< p >, so Wang Zhiquan saw the "TC business opportunity" of China's home textiles. < /p >
< p > "in fact, most of the fabrics made by domestic manufacturers achieve TC by 100~300, of which 200 are the mainstream, and very few businesses do 400, and 600 of them are few and far between. In foreign markets, home textile products are divided into basic and fashion products, while in China there are only fashion products and no basic products. So Wang Zhiquan decided to break through the category of home textiles. The way he did was to make high quality products above 400TC, adopt class A (suitable for infant and infant products) fabrics, and take a minimalist route in product design. From the Internet, we can see that the bed products are plain colored products, without fancy patterns, and advocate "no and all", that is, formaldehyde free products, no fluorescent brighteners, and no carcinogenic aromatic amines. < /p >
< p > in Wang Zhiquan's view, this is actually building a competition threshold, because the minimalist plain design is basically nothing to imitate. If we want to imitate the TC index and a class of environmental indicators, we need to find a foreign trade factory to cooperate, so the threshold of imitation is high. Wang Zhiquan said: "in this narrow category, we can create some competitive barriers because we can not imitate big factories." < /p >
< p > in addition, because towels and bed products are basically standardized products, there will not be any return. And for startups, there is no doubt that much of the cost of reverse logistics can be saved. < /p >
< p > for a start-up enterprise, it is not easy to spread the TC quality indicators to users. "I didn't want to do business for everyone at all. I don't want to be a fan. I just want to be a niche brand." Wang Zhiquan said that the price increase rule of home textile products is generally 5~8 times, and 40% of gross profit can run normally, and there is enough profit space to support enterprises to continue to work on the product itself, and make good use of products to influence users. < /p >
< p > "in the future, the electricity supplier will become more and more realistic. The core competitiveness of the electricity supplier is no longer a website, nor does it know the electricity supplier, but whether it knows the product. Consumers also don't care about buying products from any channel, but they care more about product design and material quality. Wang Zhiquan said. < /p >