Yang Zhaohua: Advocating New Home Textiles, Focusing On User Experience And Brand Building

< p > how to "change" can adapt to the trend of the industry and how to "adapt" to adapt to the development of the enterprise itself.

Against this background, in November 23rd, the theme of "the 2013 China Home Textile Conference and the five four session of the Chinese home textile association", with the theme of "butterfly change, new home textiles and new life", has positive practical significance.

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< p > < strong > medium term goal is good, < /strong > /p >

< p > "from the present point of view, the mid term target of the 12th Five-Year plan for home textile industry has been in good condition, the industry scale index has been completed well, the level of technology and innovation has been greatly improved, the construction of its own brand has been accelerated, and the sustainable development has been completed on schedule.

At the home textile conference, Yang Zhaohua, President of China Textile Association, first elaborated the completion of the industry in the middle of 12th Five-Year.

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In the year of 2010~2013, the industrial added value of China's textile industry increased by 18.5% (expected target 8%), the average annual export growth of 11% (expected target 7.5%), the annual average growth of 4.8% of the total fiber processing (3%), and the average annual growth rate of labor productivity 14.1% (expected target 10%), and the average annual growth target of P was higher than expected. In addition, the whole industry also realized R & D expenditure accounting for 1%% of the main business income, 25% reduction of energy consumption per unit of industrial added value, 25% reduction of industrial carbon dioxide intensity, and the decline in the value of water consumption per unit of industrial added value, all of which were completed on schedule in accordance with the planning objectives of a in the year of href=. <

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"P." at the same time, according to the "12th Five-Year" planning, the 10 issues raised in the industry, we have also carried out a corresponding summary, the overall situation is very good.

Yang Zhaohua pointed out that in terms of industrial layout, the industry has gradually improved, the scale of industrial clusters has been growing, the strength of backbone enterprises has been further strengthened, and the spatial layout has been advancing progressively.

At the same time, brand building has also been promoted step by step.

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< p > Yang Zhaohua said: "through the past two years, the history of home textile industry is summarized, the status quo and characteristics are summarized, which will provide a good reference for the development of home textile brand in the future.

Meanwhile, on the basis of this, the home textile industry has completed the first brand development report, and has established 32 independent brand enterprises that focus on tracking.

In addition, the regional brand construction of home textile industry has also been flourishing, such as Haining home textiles, Gaoyang towel, Nantong Home Textile City, etc. these regional brand construction has played a very big role in promoting the development of local local economy, and has also made a great contribution to regional brand promotion.

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< p > < strong > each aspect is slightly less than < /strong > < /p >.

< p > indeed, the development path of the industry is not smooth sailing, and some new problems are emerging as we move forward.

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< p > Yang Zhaohua pointed out that there are still some problems in the promotion process of < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107107" > 12th Five-Year < /a > in the home textile industry.

First, the industry is not pushing forward in building new channels.

Although, in recent years, the development of new channels, especially the expansion of online channels, the industry has developed at a faster pace, but the industry is still lacking under the online promotion, especially in the promotion of all channels.

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< p > two, there is still much room for improvement in the aspect of enterprise innovation.

At present, there are still problems of intellectual property infringement in the market. Every exhibition will receive nearly 10 complaints. In the design and R & D side, many enterprises still have plagiarism.

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< p > three, international cooperation needs to be further improved, and the international vision needs to be broadened.

At present, such enterprises as aerospace sand and Shandong Yaguang have achieved good results in international cooperation. By inviting foreign designers and salesmen, they can directly cross the middlemen and meet directly with American users.

In this way, the interests of middlemen can be abolished, and the ability of rapid reaction can be enhanced, so that enterprises can understand the ideas of end-users directly and make product development more targeted.

Yang Zhaohua said that from the average level of the whole industry, there is still much room for improvement in cooperation with international enterprises.

At present, China's home textile enterprises are still at a relatively early stage. There is still much room for improvement in how to integrate international resources, how to cooperate with foreign brands, expand their own brands and enhance brand operation capabilities.

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< p > four there are still some deficiencies in the public service platform, which still need to be strengthened.

Nowadays, the utilization rate of public platforms in many industries is not high, and some platforms still remain in the sample project.

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< p > five is the financing difficulty of SMEs still exists, and many preferential tax policies have not been implemented.

Yang Zhaohua said, in the independent brand research found that the value-added tax for the industry brand enterprises, is a great pressure.

In the field of brand, labor and R & D input can not be deducted. Therefore, brand building is very stressful for enterprises.

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< p > at the same time, Yang Zhaohua also summarized the current problems in the industry according to the current economic operation of the industry.

He pointed out that the slowdown in growth, imbalance in the development of the industry and the differentiation of enterprises are obvious problems in the industry.

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< p > according to the statistical data of the association, in the 1~10 months of this year, towels grew faster than those in the enterprises above Designated Size, and the growth of bed types and cloth products was slow. In the domestic output value of the industrial clusters, towels and cloth products increased faster and bed products were more common. In the 193 enterprises that were followed by the association, the growth rate of cloth products was better and the bed products were worse.

At the same time, the 193 key enterprises showed an obvious trend of polarization.

From the enterprises above the average profit rate of the industry, 69 last year, 62 this year, but the profit proportion has increased by 2 percentage points. The loss making enterprises are very obvious, the number of deficit enterprises has increased by 3, but the deficit has increased by more than 100%, showing that "the stronger Yu Qiang, the weaker the weaker."

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< p > < strong > advocating new home textile new life < /strong > < /p >

< p > Yang Zhaohua said that although there are some problems, the home textile industry has maintained steady growth this year, and is constantly moving towards a home textile power.

To this end, the home textile association has put forward the concept of "butterfly change, new home textiles and new life", and hopes to achieve structural adjustment and pformation and upgrading through changing the way of growth.

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< p > Yang Zhaohua said, from the analysis of the current economic situation, at present, the home textile market has undergone relatively large changes, and consumer demand and consumption habits have also changed.

Consumer demand is targeted at products, and consumption habits are targeted at channels.

Products and channels are the two most important aspects of brand building. They are also two important ports in the industrial chain. Only by grasping these ends and forming a "smile curve" can the home textile industry develop better and faster.

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< p > Yang Zhaohua said that with the decline of the big economic environment, the amount of consumption that consumers can really control for home textiles is declining, which will inevitably lead to the change of their consumption demand.

Specifically in two aspects, one is the decline in consumer grades, the two is to extend the frequency of product replacement.

He pointed out that under such circumstances, enterprises should first reform from raw materials procurement, R & D, standard setting, new process equipment and raw materials to meet the change of consumption demand.

Secondly, we should start with changing business models and studying consumer demand.

Enterprises should take a look at consumers instead of blindly focusing on competitors, and find room for survival in market positioning.

"We hope that through these changes, the industry can play the role of pupation and butterfly, and achieve the two leap of the industry."

Yang Zhaohua said.

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< p > to create new home textiles and new life, Yang Zhaohua said, "new home textiles" means safety, two comfort, three functionality and four fashion. These four elements are only the first ring, while the second ring refers to environmental friendliness, that is to say, in the production process, raw material procurement and market segments, it is necessary to ensure low carbon environmental protection.

"New life" means improving the quality of life and the quality of life.

The quality of life can not be separated from the channels, and the quality of life can not be separated from the products. These aspects are complementary, interdependent and supportive.

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< p > "new home textiles and new life" may be an effective way to realize the road of home textile power.

< a href= "http://www.91se91.com/news/list.aspx? ClassID=101112107108" > Home Textile Industry < /a > to adapt to the need of building a powerful country in the past 10 years, create new competitive advantages, continuously develop and produce high-quality products, and contribute to meeting the new expectations of people of all nationalities in China to lead a better life.

At the same time, it also pave the way for the formulation of the "13th Five-Year plan" of the industry, making the planning more pragmatic and effective.

Yang Zhaohua said, "/p".