"Home Furnishing" Has Become The Fastest Growing Variety.

In September 15, 2008, the second day of the Mid Autumn Festival, the first "9. 15 Chinese household clothes day" was opened in Shantou.

The "comfortable home life" advocated by home furnishing clothes, together with the Mid Autumn Festival, is the most comprehensive interpretation of "family culture".

As the first festival in China to name the industry, it has attracted home furnishing enterprises from all over the country, and has also opened up a new chapter in the development of China's home furnishing industry.

As Li Jianhua, President of the China Textile Business Association, mentioned in his speech, "taking a small step is a new height".

"The most potential industry", as a western "imported product", was introduced into China in the 80s of last century.

By the 90s of last century, with the improvement of people's consumption ability, the huge market energy of home furnishing has gradually become the world's present.

More and more clothing manufacturers, including the original bra and thermal underwear enterprises, such as Connie and beta, have been eyeing their home clothes.

In just over ten years, the number of professional and part-time production home furnishing enterprises has exceeded 1000, and has formed a preliminary "enterprise cluster".

According to Peng Guifu, vice president of the China Textile Business Association and President of home furnishings Specialized Committee, the annual consumption of Chinese household clothing has exceeded 10 billion yuan, with an annual growth rate of over 30%, becoming the fastest growing variety in the clothing industry.

"China's household clothes are still in the initial stage, so far, the market potential of home furnishing is less than 10%, and there is still a lot of market space to tap."

Katie, executive vice president of Specialized Committee of Shenzhen Industrial Development Co., Ltd. and Ma Qingxuan, chairman of China Textile Association home furnishing clothing, said in an interview with reporters, "as far as product attributes are concerned, household clothes are a very special product, not only comfortable, but also a symbol of high quality life.

Therefore, I do not expect that in 3 years, household clothes will become a fashion and will be accepted by most consumers. "

Katie, a young and casual deputy general manager and chief designer Ma Bin, gave the reporters a more detailed account of time. "On average, people spend 8 hours a day in work, 8 hours in sleep and 8 hours in leisure. That is to say, with holidays, people spend more than ten hours a day at home.

Home furnishing clothes are between formal wear and underwear. With more and more fashion elements being injected, the popularity of "home centered entertainment" will become a huge white spot that is still not valued.

Zhou Demao, general manager of Shantou Hongxing (Fenton) garment making Co., Ltd. looks at home as a "safe haven" for everyone. Returning home and changing to a comfortable home furnishing suit can relax the tension of a day's work.

"With the continuous improvement of people's living standard, the living environment is getting better and better, people's quality requirements for home life are getting higher and higher. Home clothes can make" home "life more harmonious.

Fang Junkai, executive vice president of China Textile Association home furnishing Specialized Committee and general manager of Guangdong autumn deer Industrial Co., Ltd., also told reporters that he was very optimistic about the market prospect of home furnishing clothes.

It is predicted that in the next 5 years, 75%~80% consumers will choose home clothes.

Domestic clothing will be a fast developing market in the next five to ten years. It has become a sunrise industry in China's garment industry and become the most potential industry.

"To brand development", as a new market segment of clothing industry, it can be said that from the day of birth, home clothes are facing a market share battle with sportswear, casual wear and other clothing varieties, and "survive in crevice".

"Now the home furnishing industry is not in the" sub cake "stage, but in the" big cake "stage, the real competition from home furnishing comes from the industry, the biggest competitor is not the brand, but the consumer's identity.

Ma Qingxuan, chairman of Katie's new family, said.

2007 is a landmark in the history of Chinese household clothes.

In March 15th, the ancient city of Nanjing, at the eighty-ninth China needle cotton trade fair (hereinafter referred to as the "middle needle"), the "chief helmsman" of China's home furnishing industry development, the Specialized Committee of the China Textile Business Association's home furnishings, was set up, marking the first time that the home furnishing enterprises that had scattered their businesses for the first time in the past more than 10 years worked together to show the banner of "home clothes" to the community.

In February 23, 2008, at the ninetieth "China Acupuncture Association" held in Shanghai, Conia, Katie, Dali, Ru Sven, Mu Long Shi Jia, Bei Ting Na, Ya Xi, Qian Di, an Zhi she and other 14 home furnishing enterprises of the China Textile Association home furnishing Specialized Committee first held the exhibition for the first time. In the first exhibition area of more than 1500 square meters, they first sold the concept of "home dress" to the society.

"Home furnishing" industry and enterprise groups are becoming more and more consumers' concern.

"The establishment of trade associations has made the development of the new industry of home furnishing a powerful guide.

The home furnishing enterprises, which were originally independent, delimited and governed, ended the state of the skirmish swimming, and began to embark on a unified, healthy and healthy track for development, and also gained more space for the brand building of the enterprise.

Guo Junchang, general manager of Dora, said with gratitude to reporters.

In the home furnishing industry, a brand war has quietly begun.

Whether it was Katie who made the brand at the very beginning, or from the initial foreign trade processing, the market circulation to the current "brand" and "Chianti", they had already enjoyed the sweetness of brand operation in the rapid growth of the market.

In the interview, entrepreneurs have told reporters that only with the development of branding, will domestic clothing have strong vitality and greater development space.

Zhou Demao, the general manager of Fenton, is quite representative. "Home clothes", as a new industry, has exposed many problems in its development.

If there is a market prospect, but the consumption concept is not strong, the channels are not smooth, the high-end channels are blocked, the styles are identical, and the talents are scarce, the only way to solve all these problems is to strengthen the brand strategy.

How does it reflect the competitiveness of the brand?

Fang Junhong, general manager of autumn deer, pointed out that if enterprises want to be competitive in the market, they must establish their own brand culture and promote development by brand.

So, in May 15th, we launched a national creative design competition called "deer hunting" in the international family day, hoping to bring home culture to the public.

At the first "9 / 15 China home dress day" celebration and awards presentation, the results of the selection of "China's ten largest home furnishings brand" were first published. Katie's new family, autumn deer, Fenton, Mu long Shijia, cocoa, multi Latin America, Dali, Ru Sven, Pamukkale and American standard became the first winners.

Ma Qingxuan, told reporters that unlike traditional pajamas and underwear, home clothes are more of a conceptual product, a carrier of lifestyle, a symbol of a warm, fashionable, relaxed and comfortable home culture, carrying people's pursuit of high quality home life.

It includes not only traditional pajamas and bathrobes in bedroom, sexy robe skirts, but also home furnishing for "respectable hall" decent guests, including work clothes for "entering the kitchen" and casual clothes that can walk out to the community.

Reporter interviewed some residents randomly, and found that quite a few people still have vague understanding of the concept of home clothes.

When asked about "what is home clothes", the answer given by most people is pajamas, and a few of them answer casual wear.

Ma Qingxuan is not worried about this.

He said: "from a certain point of view, restricting the development of the industry also determines the way to guide the development of the industry.

First, let people make a brand-new change from the concept of consumption, and the sales of products will be logical.

Therefore, we are not only selling products simply, but also selling ideas.

Only when the new concept of home life culture and home life represented by household clothes penetrates into the hearts of the people, can household clothes be truly recognized and accepted by consumers.

In August 2007, the household clothes industry began to play the slogan of "Millennium home clothes and a product culture". The excavation of family culture connotation has become the focus of every enterprise in brand promotion.

In September 2007, Katie's new family took the lead in breaking through the traditional marketing mode, and founded the first home furnishing life hall in the country, using home furnishing products as a carrier, spreading the concept of home life to the market and consumers.

"The Chinese nation has a very deep family culture, and everyone has a strong family complex. But at present, consumers do not have enough awareness of home clothes. The consumption of household clothing needs a lot of guidance to create and cultivate a new market," Zhou Demao, general manager of Fen Teng, pointed out. "To achieve rapid development of home clothes, we must arrange home culture in the stores such as counters and stores to mobilize the demand of consumers."

According to Zhou Demao, at present, more than 4000 stores and image stores in the country have unified the image of VI, which has realized the standardization and unification of stores, and has pioneered the development of online marketing, and began to promote the culture of home furnishing in a broader platform.