Home Textile Industry Will Usher In "Elimination Tide" To Interpret Brand Prospects.

< p > 2014, due to the homogenization of enterprise development and the intensification of brand competition, the home textile industry may usher in a wave of "elimination tide". That is to say, some homogenous and highly imitative enterprises will be eliminated in the new round of competition.

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< p > for an enterprise, we must always maintain high sensitivity to changes in the market environment, and constantly innovate our brand management philosophy on this basis. Only with the changes in the market and industry, can enterprises not be eliminated.

In addition, for innovative brand of home textiles, to avoid innovation from reality, we must let our innovation projects stay.

Innovation is not only about technology research and development, but also the key point is whether the brand really understands the needs of consumers. Only when it meets the needs of consumers, can innovation projects of enterprise products be settled.

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At the beginning of the new year, we predict the future development trend of all kinds of home textile brands in 2014, hoping to provide some reference and reference for brand new year's planning, and boost the innovation of home textile brands in 2014. P

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< p > < strong > 1. wedding home textiles: a "red" world, < /strong > /p >

< p > editor's interpretation: in 2013, the wedding home textiles really "fire", from the beginning of the year "red" to the end of the year.

I remember just entering the 2013, "201314" this first Century wedding day has made countless lovers, and the marriage registration office of the Civil Affairs Bureau is also bustling place. It belongs to the wedding home textile area in the shopping mall. By the end of the year, when the new old year alternates, "who can accompany you to walk 1314" has become a big "urge to marry" gimmick. This has already won the dream of a lover's "whole life" and has also fulfilled the desire of the wedding home textile merchant to "have a good year".

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< p > from the perspective of the "red hot" trend of this road, the wedding home textile is still expected to continue "bright red" in 2014.

It is understood that China's annual total consumption of 300 billion yuan due to marriage, with the tide of marriage and the advancement of urbanization, the demand for home textile products such as wedding and moving new homes will be increasing.

The wedding market is the most potential market for home textiles in China, and it is also the most demanding one.

Because of this, many home textile brands have been involved in the wedding series design, and some have even started the wedding home textile "postgraduate", specializing in this category.

For example, the southern bedroom decorations are the main wedding family textiles, and a "Hi" word occupies half of the company. However, many brands like Ai Wei, Meng Jie, fuanna, and red bean do not specialize in wedding products, but they are also gradually strengthening their brand competitiveness in this field in order to "win" the future.

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< p > < strong > 2. fabric brand: a mixed future: < /strong > /p >

< p > editor's interpretation: it seems most appropriate to summarize the achievements of the cloth industry in the past year and predict the development of the cloth industry in 2014 with "mixed emotions".

According to the latest data released by China Household Textile Industry Association, although the cloth industry did not achieve rapid growth in 2013, it maintained a steady development trend. At the same time, in April 16th last year, the establishment of the headquarters of China's brand cloth art headquarters also painted a heavy color for the development of the fabric industry.

However, compared with the home textile industry, cloth art enterprises have developed slowly on brand building, and few known brands are known as "worries".

Therefore, according to the development of last year, we predict that this "mixed" situation will continue until 2014.

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In fact, for the fabric industry, China has undoubtedly become a major producer and exporter of world textile products. Unfortunately, most of the local textile enterprises still remain in the stage of cheap and fine processing and production. Few enterprises can directly enter the terminal market of developed countries with independent research and development products and self built brands. P

In the "golden ten years" of Chinese cloth art, which is driven by the prosperity of the real estate market, although many enterprises have seized this opportunity and built their own brand in the circulation field, few enterprises have been able to establish a retail terminal brand that directly faces consumers.

However, compared with "worry about cloth art without brand", what we are more worried about is the disregard of the brand by the cloth enterprises themselves.

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< p > < strong > 3. Xia Liang products: "wing" is becoming more plentiful, < /strong > < /p >

< p > editor's interpretation: in the past, because of the short sales time and the lack of attention by businessmen, the development of this kind of home textile market was lagging behind. In recent years, with the selling of mat, blankets and air conditioners made of bamboo, rattan, silk, cowhide and other raw materials, the home cool summer industry has grown stronger, and many home textile brands have joined the ranks of R & D products in order to get a share in the market.

For example, the brand of Tashan, old mattsman, pin pin, and so on, who appeared in the last year's acupuncture conference, have gradually gained a good reputation in the consumer market, and the brand competitiveness has been continuously enhanced.

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< p > in the summer cool household products enterprises continuously strive to grow at the same time, the industry has also given great support.

On February 22~24, the first China summer home furnishings fair, hosted by the China Textile Business Association and the China summer Textile Products Association, will be held at Shanghai Everbright Convention and Exhibition Center. The predecessor of this professional exhibition is the summer cool goods exhibition held annually in conjunction with the needle. This time, the exhibition will be separated from the exhibition. It reflects the confidence and determination of the Xia Liang products industry in 2014.

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< p > < strong > 4. < a href= "http://www.91se91.com/news/index_c.asp" > functional home textile < /a >: seam growth < /strong > /p >

< p > editor's interpretation: in the fierce market competition, innovation is undoubtedly an indispensable concept for the survival and development of enterprises.

The same is true of home textile industry. With the idea of innovation, many home textile enterprises have increased the R & D and investment of compound functional products, and all kinds of functional home textile products have sprung up like mushrooms. The colorful functional textile products advertisements are overwhelming and eye-catching. "Functional home textiles" has become a high-frequency word in the industry, whether it is in the exhibition or in the store, it is a topic of interest in the industry.

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< p > however, from the current situation of the sale of functional home textiles in the market, it is not as hot as it was discussed.

There are two reasons for this "no applause". One is that market cultivation is not yet mature. Many consumers have little knowledge of the product's functions. Two, the industry standard system is not perfect, the product quality is uneven, the price is very large, and consumers are hard to choose.

In fact, from the mature functional home textile market abroad, such products have great development potential and space, but in China, due to the influence of "immature" and "unsound", functional home textiles can only grow in crevice.

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< p > < strong > 5. children bed products: usher in "tide child" economy < /strong > /p >

< p > editor's interpretation: 2013 in the second half of the year, a parent-child entertainment program "where daddy goes" brought the audience happily into the winter from the summer, and the products produced around the consumer group also lasted for half a year.

Of course, this product also includes children's bedclothes closely related to the home textile industry.

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< p > < --EndFragment-- > in the light of the principle of "seeing the essence through the phenomenon", "where daddy goes" can lead to empty space, partly due to the star effect of the program itself, and partly because of the large number of audience interested in the "parent child" theme.

And these spectators can almost effectively pform children's home textile enterprises into consumers of product purchasers.

Therefore, judging from the ratings of the programs, the consumption potential of China's children's home textile market is huge.

In addition, according to relevant statistics, there are about 53 thousand babies born in China every day, with a net birth rate of about 1500 to 18 million people per year, and the infant market (0~3 years old) has at least 50 million people's market capacity every year.

From these data, the opportunity of home textile business is coming from the baby boom.

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< p > < strong > 6. < a href= "http://www.91se91.com/news/index_c.asp" > home textile business /a >: Caution "consumption" holiday effect < /strong > /p >

< p > editor's interpretation: the surplus of "double 11" has not completely dissipated this year. Home textile business people hold high the banner of "double 12" and come to the consumer happily.

Every year, there are endless consumer festivals born by the electricity supplier. However, from the sales figures, it is difficult to have holidays that can surpass the influence and consumption power of "double 11".

Nowadays, the sales promotion means of the electricity supplier have been "self made". Any festival can be a gimmick for discount sales promotion, and consumers are no longer familiar with the concept of "holiday promotion", and even develop the habit of not giving discount.

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< p > in the past, holiday promotion was just a stimulating consumption behavior implemented by merchants in daily sales. It was regarded as an occasional dessert, but now this dessert has become a staple food, not only businesses can not afford to eat, but also consumers are hard to generate impulse buying for this kind of normal promotion.

Although holiday promotion has created the myth of "electricity supplier", the "holiday" effect of unrestrained consumption is not a permanent solution to the development of e-commerce.

In 2014, we hope that home textile business providers can create new sales myths besides festivals.

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< p > < strong > 7. brand press conference: "real" is more attractive than /strong > /p >

< p > editor's interpretation: at present, all brand new product launches will last for 2~3 days, and use various methods, such as star attendance, spot raffle, model show, entertainment performance and so on to attract consumers. The product launch conference has been made into a colorful evening party.

This seems to have become the practice of home textile industry.

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< p > we do not advocate extravagance and waste. Let's ask franchisees what kind of order they need.

They say that form is not important and pragmatism is more important.

Better products, preferential policies, sufficient inspection time and detailed product guidance can capture the hearts of dealers better than stars.

What agents need most is brand effective support, especially preferential policy support.

Ordering itself is a coexistence of risks and opportunities.

Whether the future products sell well depends on the same period sales data, their own experience and vision.

Franchisees hope that the risk is the lowest, this is to rely on the brand to provide good products, different markets to provide different support, operational guidance and so on.

In fact, the brand can completely give the cost of holding a party to the franchisee, provide them with more preferential policies, or invite some marketing and Exhibition experts to give practical guidance to franchisees.

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< p > < strong > special attention < /strong > < /p >.

Infringing act < p > strong > 1. needs to be halted immediately! < /strong > < /p >

< p > editor's interpretation: 2013 all year round, home textile brands encounter infringement problems frequently.

In our reports, many famous home textile brands, such as Paris, jornlay, shark, and so on, have found that the brand has been infringed in the product watershed. Although the event has finally been solved and gained certain compensation, the adverse effects of such infringement on brand image will take a long time to make up for it.

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< p > in recent years, the China Textile Association has been strengthening and improving the intellectual property protection of home textiles, advocating that the industry form a good competition mechanism and competition system, so as to eliminate the occurrence of violation of laws and discipline.

However, due to the majority of small and medium enterprises in the home textile industry, it is difficult to supervise, so far it is difficult to completely eliminate the infringement.

However, with the continuous development of intellectual property rights protection in various localities and the strengthening of the legal awareness of home textile enterprises, the phenomenon of infringement in the industry has been greatly improved over the past few years.

We hope that the relevant law enforcement departments in the future can increase the protection of innovative enterprises, increase the intensity of infringement penalties, and highlight the role and weight of administrative judicial protection in intellectual property rights, so as to ensure that the interests of enterprises are properly protected.

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< p > < strong > 2. product is not qualified, is a big problem! < /strong > /p >

< p > editor's interpretation: last year, news of unqualified domestic textile products was common among newspapers.

The contents of unqualified products include: color fastness is unqualified, pH value is not up to standard, washing size deviation is not up to standard, formaldehyde content exceeds standard, filler quality deviation, shoddy and so on.

Once these problems were discovered, they once caused the trust crisis of consumers.

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< p > home textile products are indispensable necessities for consumers in daily life, and also a big problem for people to sleep.

Product quality is not only the life of enterprises, but also the foundation of sustainable development of enterprises.

Without quality, how to talk about the future? Therefore, the relevant quality inspection departments should make greater efforts to formulate industry standards, standardize the sales market, and strengthen supervision. At the same time, this is also a good opportunity to establish brand image.

Enterprises with good products should continue to guarantee quality and enhance publicity on high quality, so that consumers can feel free to buy and improve their loyalty.

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