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Will The Upcoming China International Home Textile Exhibition Bring New Business Opportunities?
< p > over the past few days, China's home textiles are facing a "test" with the high temperature roasting, bedding and fabric sales. The sales season is not prosperous enough to make people feel a sense of pleasure. China's home textile industry must find new breakthroughs under the overall concept of "upgraded version of China's economy". < /p >
Before P, many home textile marketing experts suggested that China's home textile enterprises must upgrade from the current version 1 to the 2 version. With the slowdown of China's home textile economic growth, the internal and external environment of China's home textile economic spanformation has become very grim. The upgrading of the Chinese version of the 2 version of Chinese textile enterprises is facing new opportunities and challenges. Among them, brand cultivation and enterprise innovation have gradually become the focus in the spanformation process of Chinese textile enterprises. < /p >
< p > many home textile enterprisers hope that the upcoming China international home textile exhibition can bring new business opportunities. Where is the way out for China's home textile marketing next year? < /p >
< p > < strong > innovation brand mode becomes the key < /strong > < /p >.
At the beginning of P, the country first proposed the concept of "upgraded version of China's economy", aiming at changing the extensive mode of economic development, adjusting the irrational economic structure, and raising the quality and efficiency of the economy, employment and income, environmental protection and resource conservation. Statistics show that in the first half of 2013, China's home textile association tracking 200 key enterprises, the profit margins higher than the average of 68 enterprises, profit growth of 22.8%, accounting for 78.4% of the total profits of enterprises, the average profit margin reached 10.36%, of which 35 of the profit margins more than 10% of the profits accounted for 49% of the total profits of enterprises; however, the profit margins lower than the average of 132 enterprises, the profits decreased by 21.93%, the average profit margin was only 2.12%, of which the loss of the average profit rate of the average enterprise was -2.78%, and profits were reduced. In addition, the National Bureau of statistics statistics of 1802 Enterprises above Designated Size deficit reached 15.93%, the loss of loss making enterprises increased by 11.74%. < /p >
One side is the trend of home textile economic growth slowing down, while the other is the task of spanformation and upgrading of home textile economy. What kind of good recipe can make China's home textile economy smoothly spanition to the "upgraded version", so that Chinese textile enterprises can smoothly upgrade to the 2 version? Innovation and brand has become the new idea of Chinese textile enterprises' spanformation and upgrading in the eyes of many experts. < /p >
< p > in recent years, brand cultivation has been attached importance to by home textile enterprises, and the brand value of home textile enterprises is increasing. The 2013 Asian brand top 500 list, released by the world brand laboratory, shows that among the top 500 Chinese brands with the most brand value, there are as many as 5 home textile companies in China. The dream orchid home textiles, Kasen home textiles and Jie Liya are also famous for many years. < /p >
< p > but the overall brand value of home textile enterprises is not high compared with that of internationally famous enterprises. As a leading enterprise in the domestic textile industry, fuanna's brand influence is beyond doubt. But Lin Guofang, chairman of the company, said that on the road of brand management and management, the task of the enterprise is a long way to go. < /p >
< p > it is gratifying to note that brand building and nurturing are getting the attention of home textile enterprises. Innovative brand management has also become the development strategy of many home textile enterprises. Zhang Li, vice president of China Textile Industry Federation, revealed that since the China Textile Industry Federation started the pilot project of home textile brand cultivation, more and more home textile enterprises have responded positively and joined the work of brand building and cultivation. < /p >
< p > in home textile enterprises, typical cases of brand building and market spanformation emerge one after another. Zhejiang Central Asia has won the favor of overseas markets through technological innovation. Its autonomous design accounts for over 70%. The public hopes to gain competitiveness by adjusting product structure and technological innovation. Cloth tiger takes a unique "lifestyle display" market mode, concentrating on "overall home textile" and concentrating on "software life", becoming the biggest killer of its domestic market. < /p >
< p > < strong > brand creating enterprise intangible assets < /strong > /p >
< p > for the difficulties encountered in the spanformation of home textile enterprises, Cao Duoxin, President of Haining Home Textile Association, admitted that there are deficiencies in both ends of innovation and brand. "Enterprises can neither raise prices nor press down prices. In the final analysis, enterprises have not enough value added." Cao Duoxin explained. < /p >
< p > Cao Duoxin uses the famous "smile curve" theory in industrial economics to elaborate: "in the industrial chain, the smiling curve" two upward smiling lines, one on the left represents innovation, R & D and design, the right side represents marketing, service and brand, and these two smiley lines represent higher value-added products. The low end of the curve represents machining, and the added value is very low. < /p >
Less than P, many home textile enterprises in China are generally lack of innovation, and at the same time do not pay attention to brand management. This causes domestic enterprises to be constrained by manufacturing and processing industry chain, and the added value of products is too low. < /p >
< p > Yang Linshan, President of Yuhang Home Textile Association, takes Zhejiang Yuhang, known as the famous cloth city, as an example, exposing the importance of brand to the development of enterprises. "Many home textile manufacturers in Zhejiang do not have their own brands, mostly OEM. In Yuhang, the price of a factory may be 200 yuan, but the international brand sold abroad can be priced up to 1000 yuan after being sold to the shopping mall. < /p >
< p > Yang Linshan thinks that the brand has the attribute of assets and is the intangible assets of enterprises. "Brand is not only reflected in simple monetization assessment, it also has the ability to create additional value." < /p >
< p > Yang Linshan also stressed that the cultivation of brand is not only a simple advertisement in the eyes of some entrepreneurs, it contains a lot of work. "Enterprises can enhance their competitive advantage through product differentiation, advertising and other strategies. This is, of course, the cultivation of brand names, but this is not all. It is also an important part of brand cultivation to improve the quality and service of products so that products can be perceived and trusted by customers. < /p >
"P" and the middle speed era have forced the home textile enterprises to strive for sustainable development, so that they can make radical changes in the challenges. The profits of home textiles are concentrated at the two ends of the industrial chain. The spanformation of Zhejiang Yuhang and Haining home textile enterprises is committed to both ends of the smile curve. Compared with the administrative mergers in some places, and the vigorous and vigorous leading enterprises' "God making movement", they are small and medium-sized enterprises rather than "giants", and finally become the rescuers of the overall scale of China's home textile economy. < /p >
Before P, many home textile marketing experts suggested that China's home textile enterprises must upgrade from the current version 1 to the 2 version. With the slowdown of China's home textile economic growth, the internal and external environment of China's home textile economic spanformation has become very grim. The upgrading of the Chinese version of the 2 version of Chinese textile enterprises is facing new opportunities and challenges. Among them, brand cultivation and enterprise innovation have gradually become the focus in the spanformation process of Chinese textile enterprises. < /p >
< p > many home textile enterprisers hope that the upcoming China international home textile exhibition can bring new business opportunities. Where is the way out for China's home textile marketing next year? < /p >
< p > < strong > innovation brand mode becomes the key < /strong > < /p >.
At the beginning of P, the country first proposed the concept of "upgraded version of China's economy", aiming at changing the extensive mode of economic development, adjusting the irrational economic structure, and raising the quality and efficiency of the economy, employment and income, environmental protection and resource conservation. Statistics show that in the first half of 2013, China's home textile association tracking 200 key enterprises, the profit margins higher than the average of 68 enterprises, profit growth of 22.8%, accounting for 78.4% of the total profits of enterprises, the average profit margin reached 10.36%, of which 35 of the profit margins more than 10% of the profits accounted for 49% of the total profits of enterprises; however, the profit margins lower than the average of 132 enterprises, the profits decreased by 21.93%, the average profit margin was only 2.12%, of which the loss of the average profit rate of the average enterprise was -2.78%, and profits were reduced. In addition, the National Bureau of statistics statistics of 1802 Enterprises above Designated Size deficit reached 15.93%, the loss of loss making enterprises increased by 11.74%. < /p >
One side is the trend of home textile economic growth slowing down, while the other is the task of spanformation and upgrading of home textile economy. What kind of good recipe can make China's home textile economy smoothly spanition to the "upgraded version", so that Chinese textile enterprises can smoothly upgrade to the 2 version? Innovation and brand has become the new idea of Chinese textile enterprises' spanformation and upgrading in the eyes of many experts. < /p >
< p > in recent years, brand cultivation has been attached importance to by home textile enterprises, and the brand value of home textile enterprises is increasing. The 2013 Asian brand top 500 list, released by the world brand laboratory, shows that among the top 500 Chinese brands with the most brand value, there are as many as 5 home textile companies in China. The dream orchid home textiles, Kasen home textiles and Jie Liya are also famous for many years. < /p >
< p > but the overall brand value of home textile enterprises is not high compared with that of internationally famous enterprises. As a leading enterprise in the domestic textile industry, fuanna's brand influence is beyond doubt. But Lin Guofang, chairman of the company, said that on the road of brand management and management, the task of the enterprise is a long way to go. < /p >
< p > it is gratifying to note that brand building and nurturing are getting the attention of home textile enterprises. Innovative brand management has also become the development strategy of many home textile enterprises. Zhang Li, vice president of China Textile Industry Federation, revealed that since the China Textile Industry Federation started the pilot project of home textile brand cultivation, more and more home textile enterprises have responded positively and joined the work of brand building and cultivation. < /p >
< p > in home textile enterprises, typical cases of brand building and market spanformation emerge one after another. Zhejiang Central Asia has won the favor of overseas markets through technological innovation. Its autonomous design accounts for over 70%. The public hopes to gain competitiveness by adjusting product structure and technological innovation. Cloth tiger takes a unique "lifestyle display" market mode, concentrating on "overall home textile" and concentrating on "software life", becoming the biggest killer of its domestic market. < /p >
< p > < strong > brand creating enterprise intangible assets < /strong > /p >
< p > for the difficulties encountered in the spanformation of home textile enterprises, Cao Duoxin, President of Haining Home Textile Association, admitted that there are deficiencies in both ends of innovation and brand. "Enterprises can neither raise prices nor press down prices. In the final analysis, enterprises have not enough value added." Cao Duoxin explained. < /p >
< p > Cao Duoxin uses the famous "smile curve" theory in industrial economics to elaborate: "in the industrial chain, the smiling curve" two upward smiling lines, one on the left represents innovation, R & D and design, the right side represents marketing, service and brand, and these two smiley lines represent higher value-added products. The low end of the curve represents machining, and the added value is very low. < /p >
Less than P, many home textile enterprises in China are generally lack of innovation, and at the same time do not pay attention to brand management. This causes domestic enterprises to be constrained by manufacturing and processing industry chain, and the added value of products is too low. < /p >
< p > Yang Linshan, President of Yuhang Home Textile Association, takes Zhejiang Yuhang, known as the famous cloth city, as an example, exposing the importance of brand to the development of enterprises. "Many home textile manufacturers in Zhejiang do not have their own brands, mostly OEM. In Yuhang, the price of a factory may be 200 yuan, but the international brand sold abroad can be priced up to 1000 yuan after being sold to the shopping mall. < /p >
< p > Yang Linshan thinks that the brand has the attribute of assets and is the intangible assets of enterprises. "Brand is not only reflected in simple monetization assessment, it also has the ability to create additional value." < /p >
< p > Yang Linshan also stressed that the cultivation of brand is not only a simple advertisement in the eyes of some entrepreneurs, it contains a lot of work. "Enterprises can enhance their competitive advantage through product differentiation, advertising and other strategies. This is, of course, the cultivation of brand names, but this is not all. It is also an important part of brand cultivation to improve the quality and service of products so that products can be perceived and trusted by customers. < /p >
"P" and the middle speed era have forced the home textile enterprises to strive for sustainable development, so that they can make radical changes in the challenges. The profits of home textiles are concentrated at the two ends of the industrial chain. The spanformation of Zhejiang Yuhang and Haining home textile enterprises is committed to both ends of the smile curve. Compared with the administrative mergers in some places, and the vigorous and vigorous leading enterprises' "God making movement", they are small and medium-sized enterprises rather than "giants", and finally become the rescuers of the overall scale of China's home textile economy. < /p >
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2013/8/8 18:03:00
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