Fu Anna: What Is The Future Direction Of Home Textile Industry?

In the period of China's economic pformation, the rapid growth of the home textile industry has also slowed down. Even so, Fuyuan (002327, SZ) held a 850 million yuan order in May, an increase of 15% over the same period last year. It also provided support for the steady growth of the annual performance.

The latest research report of Dongfang securities shows that the net profit of fuanna in the first half of the year is expected to grow by about 25%, exceeding the market expectation, and the company will also be one of the consumer brands that can really survive and grow after the reshuffle of the industry. It is also one of the few brands worth paying attention to in the second half of the year, less than a target= "_blank" href= "http://www.91se91.com/".

< /p >

< p > How can fuanna break the tight encirclement from the domestic textile industry that has already started the price war? In the face of the trend of more and more prosperous electricity suppliers, where will fuanna go? With many questions, the author gave an exclusive interview with Lin Guofang, chairman of fuanna.

< /p >

< p > NBD: what is the status of home textile industry in the current economic environment? < /p >

< p > Lin Guofang: the economic recession has a certain impact on the home textile industry, mainly due to the serious homogenization, resulting in price competition.

From the industry perspective, I think homogenization is the homogenization of talent supply, and one is the homogenization of supply chain. In fact, many enterprises are buying goods in the same place. If an enterprise does not have new products and can not create new lifestyle for consumers, then enterprises will be very difficult to survive.

In fact, the 30% growth era of home textile industry can no longer come back.

Now an enterprise is to see how its management is refined, how the system is, how the product is differentiated, and whether it has core competitiveness. I think the profit of the enterprise comes from the management, and the lasting of the enterprise comes from culture.

< /p >

< p > NBD: what we see is that when the company in the same industry has been holding high expansion policy, it still chooses to move forward steadily. Why do we make such a choice? < /p >

< p > Lin Guofang: fuanna takes her own personalized route. Although this year's market is ideal, I believe we can still repay shareholders in terms of profits.

Speaking of low speed development strategy, we must talk about the positioning of enterprises and what kind of enterprises I will make in the future.

For competitive brands, we are slower than they are. This is the way I have gone through the past from the color TV industry. From big agents to small agents, in fact, it is still a game. Agents do not consider the issue of brands, and consider their own interests.

Then I think I should do it myself and sacrifice speed.

Now, this sacrifice is worth it. According to Cantonese, it is slow fire soup.

Our industry can control our destiny by controlling the terminal.

< /p >

< p > NBD: what do you think is the future direction of home textile industry? < /p >

< p > Lin Guofang: from fuanna, we should highlight something different from others.

Two years ago, we proposed to make home furnishings. Today we propose to make "little IKEA".

"Small IKEA" is simply like kitchen integration. What we need to do is the integration of the bedroom. This is a trend. In the future, consumers will be convenient and their lifestyle will change accordingly.

We have the technical advantage in this industry, which is mainly reflected in the material, and this matter needs to reflect the idea of solving the problem for consumers from material, design and so on.

In the future, consumers will be able to match the choices we provide online, and we can also influence our offline businesses through the line. This strategy will gradually become apparent in the next two years.

< /p >

< p > NBD: in recent years, the electricity supplier is both an opportunity and a challenge for many industries. How can Fuan deal with it? < /p >

< p > Lin Guofang: if consumers choose to buy online after watching the traditional stores, then your business strategy is failing. If online and offline products are integrated, you will fail.

Now entrepreneurs should realize that this era is changing very fast. An enterprise is half a year faster than others. It is actually several years ahead of schedule.

There is a saying that we missed our home ten years ago, missed Taobao five years ago, missed the mobile Internet a year ago, and now it is WeChat.

In terms of electricity providers, fuanna's online and offline products are not the same, and there are also things that will not be put on the Internet. This is a problem of differentiation.

In addition, we consider exporting in the future. China is a target= "_blank" href= "http://www.91se91.com/" > textile > /a > big country and big export country. We want to explore the Internet through the Internet. We are groping for many things.

Now the overseas business has been operated through Amazon, eBay and so on, and all the related formalities have been completed.

< /p >

< p > NBD: before talking about the rapid development of the industry in the past, it seems that some enterprises have encountered some problems. What do you think of them? < /p >

< p > Lin Guofang: This is actually a brand strategy problem. Simply speaking, why do businesses do direct business? This is to see what the future market will be.

Many large brands abroad have had their own agents in China before, but they finally came back in the end. They considered the image of the enterprise rather than the sales volume.

Enterprises are sometimes difficult to control franchisees, such as price.

If we can improve the image of the enterprise in terms of price management and brand operation, plus the R & D capability of the enterprise, and long-term efforts, the enterprises will not do well.

I have more confidence in fuanna's research and development because I have this talent.

In addition, there is a systematic thing in my mind, which will consider the future direction of the market, which is a systematic thing.

< /p >