How Do Domestic Textile Enterprises Go Upstream Against The Current Financial Crisis?

At the end of November 2008, after Heng Yuan Xiang textile became a sponsor of the Beijing Olympic Games, Heng Yuan Xiang group took the lead in becoming the first "2009-2012 year Chinese Olympic cooperation partner". At the end of December, Zhejiang blue pigeon family textile signed in Beijing Great Hall of the people Yue Sun signed the brand image; the towel exportation large family of Japan, the export increased by more than 25% in 2008; the South bedding Ornament Co., Ltd., which was devoted to the research and sales of the festive bed products, and the domestic sales performance in 2008 also increased by over 25%.

There are various signs that the market's ups and downs and haze continue to make it more intense for home textile companies to expand their market and pursue profits.

Adjusting the pace and positioning clearly, compared with the market situation of home textiles all the way, a few years ago, the development of home textile enterprises is more rational.

When the financial crisis highlighted the drawbacks of the development process, Chinese textile enterprises began to consciously and unconsciously adjust their pace and development strategy in order to achieve their ambition more steadily.

"In a very special period, we must ensure the balanced development of production and marketing under the premise of constantly improving the internal mechanism of enterprises."

Chen Qi, deputy general manager of South bedding accessories, said that in 2008, the performance of Southern bedding decorations was significantly higher than that of all outlets in the country.

After making clear the product positioning of "festive bed experts", the price positioning of Southern bedding ornaments is more stable in the high-end consumer groups of the two or three tier cities.

"Domestic market network construction and market segmentation, optimize product mix complement each other."

Chen Qi said that in order to better meet the needs of different markets, the southern bedding decorations set up different styles of design teams. "For example, the demand for bed styles in South market and northern markets is different, and the demand in inland and border areas is different. We design different kinds of festive bed products that are different in style and more in line with market demand."

At the same time, with the adjustment of product mix, the marketing network composed of three aspects, namely, self owned stores, point to point distribution franchisees and agent sales, is becoming more and more perfect. The matching talents incentive mechanism and ERP business system have begun to be upgraded. "We should reuse and reward outstanding talents, and we should follow up the related management training, sales service training, and marketing channel maintenance training."

Chen Qi believes that the adjustment of all these mechanisms has laid a solid foundation for the stable development of Southern bedding ornaments.

Unlike the southern bedroom decorations, Zhejiang shark home textiles set its sights on the high-end market when it set foot on the mainland in early 2008. "The financial crisis has little impact on us."

Saland, general manager of home textiles, said Wang Jiancheng.

Shark home textile has been running smoothly in the high-end market. By the end of 2008, more than 100 stores have been located in more than 20 domestic first tier cities. "When we enter the mainland market, we say that no matter how the economic environment changes and how the market is changing, the strategic steps of Shakespeare home textiles will not change and high-end positioning will not change."

Wang Jiancheng said that when the financial crisis began to touch the real economy, Sha shark home textiles still win a blue sky in the high-end home textile market in China with its unique products and cultural connotations.

Chasing profits and expanding market and finding vitality in crisis are the most heard words in 2008. "There is no off-season market, only the thinking of off-season."

The ambition of Yao Huimu, chairman of Zhejiang blue pigeon home textiles, seems to be more magnified during this very period. "The blank market will always exist, such as mat, this season is very strong, many enterprises are unwilling to do it, but we do it, this is business opportunities."

Yao Huimu said that after finding the market blank, we need to have more detailed and more qualified services than before. We need to launch a more powerful brand. "Breaking the tide" is not just to boost morale, but also to seek the real profit space under the guidance of the concept.

The domestic towel giant "Fu Shi Group" is a leader in export sales. "In 2008, our export sales grew by more than 25%."

Wang Peifeng, general manager of VW group Limited by Share Ltd and general manager of vuge textile import and Export Co., Ltd., said that vestal group, which is mainly exported to towel, has achieved good results in the traditional European, American and Japanese markets, but vuri is also looking for new profit growth points, such as opening up to Russia, Latin America and other markets.

In 2009, there will be no big change in the export strategy of Fu Tian, and only minor adjustments will be made according to the market situation.

In 2008, although the growth of home textile enterprises can not be said to be triumphant, the increase still let home textile enterprises see confidence.

"I think the difficulties in the first half of 2009 will be bigger and the competition will be more intense, but we are optimistic about the second half."

Chen Qiru, deputy general manager of south bedroom decoration, said.

There are a few people who share the same ideas with Chen Qi. Although everyone will think more difficult in 2009, the good news also shows signs of "flying flowers".

With the implementation of policies to improve the income and consumption ability of rural residents and the gradual solution of the three rural problems, the domestic demand market will provide a broader stage for home textile enterprises.

In terms of export, data from the China Household Textile Association show that the trend of market diversification is obvious. Apart from the traditional European and American markets, the growth rate of exports to Ukraine, Saudi Arabia, Chile, India, Pakistan, Malaysia, Brazil and Vietnam is far higher than the average increase.

It can be seen that although the market environment will continue to be chilly and cold, the home textile enterprises are also strengthening their health and striving to accumulate more.

Wang Xiaonan: editor in charge