Home Textile Giant Performance Differentiation Competition Appears Hot

With the Home Textile Leader enterprise The announcement of the earnings report also gradually revealed the gap. As the market is saturated and the growth rate is slowing down, e-commerce marketing begins to supplement traditional marketing methods, but at the same time, the competition between home textile enterprises has begun to intensify.

According to the 2014 first quarter report released by Fufang, Luo Lai home textiles and Meng Jie home textiles three industry front-line brands, the business income of the home textile company rose 657 million yuan, an increase of 6.82% over the same period last year, net profit of about 99 million yuan, an increase of 15.15%, and fuanna's operating income of 452 million yuan, an increase of 2.99% over the same period, with a net profit of 100 million yuan, an increase of 14.47% over the same period. Meng Jie home textile business income of 318 million yuan, down 4.13% compared to the same period, net profit is only 28 million 400 thousand yuan.

In terms of net profit, fuanna, Luo Lai and Meng Jie were 100 million yuan, 98 million 740 thousand yuan and 28 million 450 thousand yuan respectively, all of which have increased over last year, up 14.47%, 15.15% and 11.09% respectively.

Fuanna and Luo Lai will be attributed to the growth of e-commerce channel sales performance. The rapid development of online business has also brought new problems. In order to balance the phenomenon of franchisee's "struggle for food" on line and line, Roley's home textile is allocated to offline franchisees according to the address of the online production order. And fuanna is currently in the direct channel and part of the key franchisee pilot "O2O" mode, consumers online order, you can go to the nearest physical store pick up goods; can also experience after the physical shop, and then buy the order from the Internet.

Industry competition intensifies

At the same time, the three major home textile giants are making efforts to sell electricity, while a statement breaks the normal competition in the industry.

In May 16th, Meng Jie home textile convened the annual shareholders' meeting. Chairman Jiang Tianwu said that he was not prepared to hype about the so-called "WeChat gate" incident and was not prepared to pursue the other side.

In early May, Meng Jie held a media conference, claiming that Roley had released news on the three WeChat platforms such as "Roley home textile platform, Wenling Roley home textiles and Tianjin Roley home textile", which was not conducive to the quality of the dream product. The micro signal named Chang Ning Fu Anna also forwarded the WeChat, asking Roley and fuanna to apologize. This is also the recent "WeChat gate" incident in the home textile industry.

After the incident, Roley responded that it was not Roley's home textiles official. WeChat All of them are issued by the fake WeChat platform. Fuanna also issued an official statement immediately, "the investigation found that" Changning fuanna "is not official official of WeChat, and has nothing to do with fuanna, and reserves the right to follow up the rights.

Wang Jiucheng, a senior lawyer at Beijing Road law firm, said that on the evidence, Meng Jie could not prove the direct connection between several unauthorized micro signals and Luo Lai and Fu Anna. For a listed company such as Meng Jie, there was no evidence to publicly accuse colleagues, and there was obviously a lack of rigour. Because Meng Jie could not provide effective evidence, he left himself with suspicion of framing his colleagues. If it is prosecuted, it is very likely that Meng Jie loses the lawsuit.

Actually, this "WeChat gate" incident is not an isolated case. The domestic textile industry has had similar incidents before. In 2010, lolai was prosecuted for the existence of a "hooligan link" against fuanna. The court ruled that lolai was defeated and issued an apology for 48 hours in the relevant official website.

Xia Zhongqun, a senior partner with Mr. Jun, thinks that the seemingly simple "WeChat gate" reflects that the competition in the domestic textile industry has become hot. Especially recently, the performance of the three giants of the industry has been divided. It is not ruled out that individual enterprises take the risk of great performance pressure and aim at the black gun to their competitors.

In fact, with the rapid development of e-commerce, the home textile industry is undergoing a major strategic transformation period, and has begun to lay out in the field of O2O, and has achieved good results. But in adapting to the new competitive environment, home textile giants show different adaptability and are finally reflected in their performance. At this point, we will launch a public opinion attack against our competitors, find a reason for the recent decline in our performance and create the image of our own victims.

Hu Zhenchao, Secretary of fuanna's board of directors, told reporters that fuanna has always advocated and practiced the principle of fair competition, hoping to maintain China together with peers. Home textiles Good market order. A senior official of fuanna said that the company is assessing the impact of the matter on the company's brand, and "is considering whether to protect its legitimate rights and interests through legal means". Luo Lai side did not make a formal response to the statement of Meng Jie.