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Traditional Sales Channels Are Blocked, Home Textiles Development Needs Channel Innovation

2014/1/19 14:09:00 133

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recently, Yang Zhaohua, President of China Household Textile Industry Association, said in an interview with the China Commercial Daily reporter that the home textile industry is still in a healthy and benign state of development, and the market space of the future industry is still very huge.

But he also said that at present, the consumption environment and consumer spending habits have undergone great changes. Home textile enterprises should further study the market, accurately grasp the needs of consumers, innovate sales channels, seize future market opportunities, otherwise, it is likely to fall halfway.

China Business Daily: you mentioned at a meeting that from 2013 to October 1, the main business revenue growth of large scale home textile enterprises slowed down to a relatively large extent. What extent did it probably slow down?

Yang Zhaohua: according to the classification of bedding, towels and other categories, we tracked 197 key enterprises in the industry. Most of these enterprises made bed products, bed products enterprises grew slower, and even some enterprises had a downward trend in domestic sales, thus dragged down the overall growth data of the industry.

In fact, if the bed is removed, there will be another 6% to 10% increase in other categories.

For example, towels and cloth art have an increase of about 10%.

Generally speaking, the home textile industry can still last year, with export growth exceeding 9% from 1 to October and operating income growth of about 10%.

The overall growth rate of nearly 200 large scale enterprises and industrial clusters that we track is around 6%.

China Business Daily: so, what do you think is the main reason for the slowdown?

Yang Zhaohua: at present, from the overall macroeconomic trend, almost all industries are decreasing, and the growth of home textile industry is also declining.

I think such a phenomenon is partly due to the increasing base and the increase in market demand will become stable and saturated. On the other hand, the change of the overall consumption environment will also affect the market in the short term.

during our visit to enterprises, including docking with department stores, we obviously felt that the overall situation of department stores was not good last year, mainly due to the low volume of passenger traffic and supermarkets and stores. This resulted in poor sales of home textiles in traditional channels of consumption.

At present, the disposable income of the residents has not increased significantly, and the price index has been rising. The consumption habit of the Chinese people is to satisfy the demand first, but then consider wearing it and reconsider it. This will definitely affect the consumption of home textile products.

In addition, after the eight regulations came out, group buying was greatly reduced.

Home textiles were often sold as gifts. After the central government introduced policies, large enterprises also responded to the central call and did not buy them, which led to a sharp decline in group buying sales.

The third is the change in consumer demand and habits caused by the decline in traditional channel sales.

At the moment, the quality of life of consumers is improved and the demand for products is higher.

If five or six years ago, consumers had fewer home textile products at home, it would be easy for them to buy products when they saw good-looking products.

But now there are many home textile products, and only when they need to be replaced will they be more and more picky about the comfort and beauty of products.

At the same time, the consumption pattern has changed. Now, after 80 and 75, there is little time for shopping mainstream people to go shopping. They all buy online, thus affecting the sale of offline stores.

combined with the above factors, we feel the pressure of traditional channels is very heavy, and we all find it difficult to do business.

traditional sales channels were blocked

the market has great potential to be excavated /p >

China Business Daily: has the whole home textile market become saturated?

Yang Zhaohua: I do not think that the market is saturated, but there is great potential to tap.

is it difficult for enterprises to do business because consumers do not exist? Conversely, we can see that demand in the consumer market exists, and the demand for some physical stores has shifted to online.

But the price on the line is obviously lower than that under the line. Similarly, selling a set of bedding items will definitely get less revenue from online sales, thus affecting the main business income of the enterprise.

We made a comparison between the < a href= "http://www.91se91.com/news/list.aspx ClassID=101112107102" > double 11 < /a >, the average price under the line is roughly 2.5 times that of online.

However, this does not affect the output of enterprises, nor does it affect the production of the entire industrial chain.

Therefore, it is not particularly stressful to see the decline in the main business income of the industry.

At present, the market share has not been affected, and the market has not been lost.

The most terrible thing is that demand is gone, and the market is gone.

we did a questionnaire survey of relevant consumers. The survey found that the demand of consumers has not decreased, and there is still much room for growth.

for example, consumers are very unscientific in the use of towels.

We made towels experiments last year and found that the number of colonies exceeded the standard after 30 days of wet towels, and the number of colonies exceeded 45 days in dry days.

Later, we broadcast the results through CCTV public service ads, the effect is very good, obviously feel the consumer's awakening.

For consumers, the cost of changing a towel is only about 20 yuan, which is only more than 200 yuan a month.

Many families used to change towels for half a year or a year, and bought towels one by one.

But now we find that consumers often buy several kinds of towels when buying towels. Quite a few consumers have developed the habit of replacing towels in a shorter time.

look at the bed products, there is also much room for growth, but consumers are not yet fully awake.

There are also many unscientific aspects and misunderstandings of consumers in the use of bedding products.

For example, how long has your pillow core been washed and changed? Is the mites seriously exceeding the standard? This year we will do the pillow core experiment.

The above P examples show that there is still much room for market development.

The key is, what should we do to tap this consumption potential?

In fact, I think the whole industry is still on the rise.

China Business Daily: how big is the market space for home textiles in the future? Can you predict it?

Yang Zhaohua: we are very optimistic about the future.

At present, the total retail sales of home textiles in China has reached 850 billion yuan. We are considering the "13th Five-Year plan". If the potential demand of consumers can be aroused in the future, the current domestic production capacity is not enough.

In developed countries, household textile consumption is changing rapidly.

From this perspective, we can say that the domestic demand market used to be the main driving force for the development of the industry, and will continue to be the endogenous driving force for our development, and will play an increasingly important role in the development of the industry.

< a > href= > http://www.91se91.com/news/list.aspx > ClassID=101112107105 > Channel Innovation < /a > is the top priority. /p >

China Business Daily: I remember you mentioned that the price of the same bedding, Messi department store is much lower than that of Chinese domestic stores.

Why does this happen? Is this also one of the reasons for the poor sales of the home textile products shop?

Yang Zhaohua: Yes, first of all, this is the channel problem. Our channel from product to terminal is too long.

Generally speaking, a lot of products come out of the factory and go through distributors, then to franchisees. Then they can put them into shopping malls. There are too many links.

Messi stores and WAL-MART usually practice products directly from factories to shopping malls, there are no intermediate links, and channels are much shorter than ours.

tax is another issue.

We have to pay 17% VAT in the sales process of our products.

The United States does not. They only have a consumption tax, which is much lower than ours.

there are also other unreasonable places, resulting in high prices for our products after entering the shopping mall.

because of these problems, home textile enterprises must carry out channel innovation so that consumers can spend the least money to buy the best products.

This is a manifestation of the pformation of the growth mode of enterprises, and has reached a critical time.

China Business Daily: what aspects do you think should be included in the channel innovation of enterprises?

Yang Zhaohua: online and offline integration, which is an inevitable trend of future development.

The so-called online and offline integration is not necessarily a O2O line.

What I mean by convergence is that enterprises must take into account the online and offline businesses unless they choose to do only online or offline.

If not integrated, enterprises in the future will probably lose their way.

Especially with the coming of the 4G era, it will be hard to imagine how much changes the mobile terminals will bring. Even if some products are not sold on the Internet, it will inevitably involve the online payment of mobile terminals in the future.

in addition, at present many enterprises conduct product line separation on the line and offline. In the long run, is this direction? If such a division has been carried out, the enterprises need to have two teams online and offline from all aspects of customer service to R & D and so on. Later, enterprises may find that the merging of these two teams is the most economical and effective way of operation.

in short, whether the enterprise is willing or not, eventually it must take the road of integration and integration. It is not a narrow sense of O2O.

of course, for enterprises, both a href= "http://www.91se91.com/news/list.aspx ClassID=101112107108" > O2O /a > or other forms of online and offline integration require comprehensive system reengineering, which is very difficult and challenging.

China Business Daily: then what do you think the enterprise should do?

Yang Zhaohua: first of all, our enterprise should study the consumer, start from the change of consumer demand and consumption habits, in-depth study and analysis, and then provide targeted supply.

It can no longer do the market as it did ten years ago. At that time, it was basically a demand for more than just supply. As long as a new product was produced, it would attract consumers' attention.

Now the demand of consumers is becoming more and more individualized, and the quality requirements for products are getting higher and higher. If the products produced by enterprises do not meet the requirements of consumers, consumers will not buy products that are not suitable for their own needs even if they have purchase requirements, resulting in the contradiction between effective demand and effective supply, resulting in large inventories.

Therefore, home textile enterprises must change the extensive market development mode of horse race enclosure in the past.

"P." I often ask people in the industry how many bosses and brands can we make their position clear and clear the market demand?

only by understanding the consumer can the market be targeted and accurate.

The same is true in the choice of channels.

Channel is a bridge between brands and consumers. Enterprises must know clearly who their main consumer groups are. They prefer shopping online or physical stores, and then choose and exploit channels based on this, rather than blindly follow suit.

Although the Internet sales are very hot now, the growth momentum is swift and violent, but it is not suitable for all enterprises and brands.

the main problem facing the industry is that the enterprises are not keeping pace with the times and not keeping pace with the consumers. Therefore, enterprises need to change their consciousness and vision, study the market conscientiously and deeply, and actively integrate and pform to meet the needs of consumers.

If everyone can do this, next year, perhaps we will usher in a new golden opportunity for development.