"Amoy Brand" Has Sprung Up And Home Textile Brands Are Competing To Enter The Electricity Supplier Field.

"P" not long ago, the news of "Mercury home textiles to be listed on the main board" has attracted wide attention in the industry.

The IPO audit list recently released by the securities and Futures Commission shows that Shanghai's Mercury family "a" target= "_blank" href= "http://www.91se91.com/" > textile < /a > Limited by Share Ltd has entered the first trial list, and it is different from the small and medium-sized board that has been listed by home textile enterprises. It aims at the motherboard.

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Less than P, there is still much interest in home textiles.

Last April, Hunan loved the home textile Limited by Share Ltd and entered the list of IPO awaiting trial companies.

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"P >" fuanna "home textiles, which has already been listed, has been" lawfully entangled "in the near future.

To attract talent, fuanna listed equity incentive before listing, but shortly after getting the stock, some employees left the company for various reasons.

Last December 31st, fuanna's 74.76% restricted shares were lifted, and fuanna rose to 38 yuan from 1.45 yuan per share. The original shareholders were eager to cash in, but fuanna did not want to cash in.

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< p > on the one hand, home textile enterprises are competing for listing. On the other hand, most home textile stores do low price promotion all year round, and the store area in department stores is also shrinking.

The listed companies are facing the pressure test of management and operation. What is the way to go on the road of listing? < /p >

< p > < strong > brand has shut down a large number of stores in Hangzhou last year < /strong > /p >

< p > industry insiders say that in the past few years, Shakespeare home textiles, which opened more than 10 stores in Hangzhou, quietly closed most of the stores last year, but now only three or four stores remain.

"It is a high-end brand, mainly for flower pattern design.

Although it is a brand from Hongkong, the company is located in Keqiao, Shaoxing. "

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< p > it is reported that "Sha shark home textile" is a home textile production and sales company formed by Hongkong shark group and Shaoxing Fengyi group. Since its establishment in 2008, it has opened more than 100 stores nationwide.

According to the industry sources, Shah shark home textile was originally opened in most stores in Hangzhou, and in those days it was gradually opened.

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While P has turned off a large number of stores, Shah shark has been involved in the field of TV shopping.

According to a website reported in April this year, shark home textiles has entered the field of TV shopping for more than a year, has entered the Hunan satellite TV's happy shopping, Beijing satellite TV's excellent shopping and Shanghai Oriental CJ.

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Less than P, not only Sha Sha, more home textile brands also began to seek outside the physical market.

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< p > the home textile brand "etdie Monte" from Shenzhen has shifted its focus to the field of electric business. Compared with the original hype, the online business that can bulk clean up really makes it prosperous.

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< p > strong > Home Textile Shop: business is difficult to do, basically to the landlord "work" < /strong > /p >

What is the fate of "P" more home textile brands? < /p >

< p > reporter visited some home textile stores in Hangzhou.

In the off-season, there are few customers. Businesses are basically promoting sales activities, attracting consumers with various discounts.

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< p > a store on the north of the founding of the people's Republic of China, many of which have been heavily discounted, and some of them are even less than 66% off. There are many new items this year.

The salesperson said that over the past two years, the monthly turnover in the peak season has been over about 1200000 yuan, and now it is only about 100000 yuan.

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More than a year ago, the store of fuanna home textile was opened in the south of Hu Shu Road. Now, although the storefront and the goods are still exquisite and gorgeous, it is rare for customers to set foot on foot. P

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< p > it is learnt that the annual rent of the more than 300 square meter store adjacent to Marriott will reach about 1200000 yuan. If the gross profit is around 40%, if the cost is recovered, the annual sales volume should be at least 3 million, so that the rent can be borne, and the cost of labor and repair is not included.

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This is also the necessary payment for new store opening, "P," the responsible person of Zhejiang District, fuanna, said: "the first year and even the first and a half years of the existing franchised stores can only be regarded as working for the landlord."

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< p > < strong > department store's home textile space "step by step back" < /strong > /p >

< p > the existence of counters in shopping malls is not necessarily easier than that of stores.

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Less than P, a lot of department stores in Hangzhou, and home textile areas, which belong to the same area (floor), such as children's products, wool and cashmere, are gradually losing their former sites. Their brands are becoming less and less and their positions are becoming more and more obscure.

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< p > "now for home textile industry, it is very difficult to keep the living space in department stores."

The manager of home textiles Department of a department store in Hangzhou indicated that the overall performance of home textiles decreased slightly from the overall sales, and that the department stores were reducing the home textile market, and the brutal "last resort" system also made uninterrupted adjustments to the brands.

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< p > "the technical content of home textile bed is relatively low, the style is relatively simple, the fabric chosen is also similar, and the 100 store is a place to display new and more beautiful goods. Some old or imitation products of other styles do not have room for survival in department stores."

The manager said.

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< p > this makes home textile brand agents feel pressure.

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< p > "annual turnover in previous years has increased 40% to 50% year-on-year. Now the sales situation of department stores and specialty stores is not ideal. It is good to be able to achieve this year's balance with last year."

Roley's home textile agent said that some home textile brands had no choice but to withdraw from the store or shop, or to make "negative budgets". It was estimated that the annual performance was not much to achieve, but a loss of 2 million yuan or 3 million yuan.

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< p > < strong > > "brand name" has sprung up, and traditional home textiles are competing in the field of electricity supplier < /strong > /p >

In the cause of the current situation facing the home textile industry, the impact of e-commerce is the first to bear the brunt of P.

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"P" on the market can see the home textile brand, on the Internet basically can find a flagship store, compared to shopping malls, shops, shops at the price of thousands of yuan, the price of the Internet is more "people".

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< p > people in shopping malls say that compared with physical shops, online stores have more advantages in the cost of goods purchase or in the operation and storage land rents, so the category of online sales is even more restricted.

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< p > "at the very beginning, the Internet mainly sold a lot of unsalable goods at a low price, but later, with the development of online shopping, many brands turned to produce goods for the electricity supplier alone."

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< p > from the paction situation, many of the leading sales of goods or shops are "emerging brands" in the field of electricity providers in the past two years.

According to Taobao's weekly turnover list, in the "bedding" brand, AI DO, Jin Xilu and other brands are very advanced, and even exceed some traditional textile brands such as Vico.

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< p > < strong > the "brand name" of the sky and the sky will also make the traditional home textile brand jealous? < /strong > < /p >

< p > home textile brand "etdie Monte" from Shenzhen has withdrawn from West Lake and other shopping malls last year. It is reported that the brand will shift its focus to the field of electricity supplier.

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< p > reporters found Tmall's flagship store "ed Di Monte", and found that its online style is much richer than that of a department store. The department stores only have individual styles for ex gratia payments, while the online flagship store has less than a few bedding items enjoying lower discounts. Its best selling pillow has sold nearly twenty thousand pieces in one month.

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< p > < strong > "rush to flow or retreat" or "upstream"? < /strong > < /p >

Apart from the impact of the electricity supplier, the real estate industry downturn and three public consumption restrictions have also had a combined impact on the home textile industry in the past two years. On the one hand, customers who buy new beds for new houses have been reduced. On the other hand, some of the bed products group purchase orders that have been received in the past are not yet available for P.

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< p > and previous industry analysts said that the real estate industry is in a downturn, and the impact of bedding products is still the second, which has a greater impact on curtains in home textile products.

On the one hand, domestic demand is insufficient, on the other hand, exports to Europe and the United States are blocked, making some home textile enterprises worse.

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Under the circumstances of "P", why are there many home textile industries "going upstream" or seeking listing or expanding stores? < /p >

< p > fuanna Zhejiang area responsible person said that the current situation for the domestic textile industry is both a crisis and an opportunity. If the "rush to retreat", maybe only a vicious circle.

Therefore, their strategy is to continue to expand stores, and follow up the franchisee's service and personnel training management.

"When the situation is good, the rent conditions are even higher."

Therefore, we must take advantage of this time to seize the market share and seize the market share.

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