China'S Home Textile Industry Needs Coordinated Operations

In the era of big data, single brand and single enterprise are hard to face alone. Chinese home textile enterprises must unite and cooperate in order to expand their channels and personalities.

In July 14, 2014, the twentieth World Cup finals of the world fans finally started in malacana stadium in Rio De Janeiro, Brazil. Germany, at the extra time, 1:0 killed Argentina and captured the world cup's highest honor.

The victory of the German team lasted for at least the football phenomenon since the sixteenth World Cup in 1998, that is, team football, which advocates teamwork and completes offensive and defensive teams, has defeated individual heroic football with individual giants as the core of tactics and tactics.

In this world cup, the German chariot, a team football player, has been advancing all the way. It not only crushed the Argentina team with the core of super star Messi as the core, but squashed the Brazil team who lost the hero Neymar, and the world cup disparity of 7:1 made the fans of the world more astonished, so that the host country of Brazil was in great sorrow. People used to say that football is "

The world war is the world war in the peace era.

We also often say that the market competition of enterprises is also a "smoke-free commercial war" between industries and enterprises in the economic life.

In fact, the football World Cup has given an image lesson to the marketing personnel of enterprises. Nowadays, the way to win the business is to integrate the internal and external resources, create a strong team, unite all forces that can be combined, serve the market, and fully meet the needs of consumers' daily change.

Compete with others

China's home textile industry during the period of 1999~2009 is a beautiful scenic spot in China's consumer goods industry. The whole industry grows rapidly at a rate of 2 times higher than the gross national product per year. The traditional channels, such as specialty stores, department store counters, supermarket shopping districts and group purchasing, go hand in hand with a large number of terminals. The product design is developed from spring summer to autumn and winter. Whether it is a suite or a core product, the home textile enterprise has to launch thousands of items every quarter. It can be seen as a contending and brilliant sight. During this period, Nantong city of Jiangsu province came out of the world and gradually became the world's most important production, foreign trade and logistics distribution center for home textile products.

"Home textiles in the world to see China, home textiles in China to see Nantong", although only a dozen years, China's home textile industry has risen rapidly and has become a new force in the world's home textile industry.

In the home textile industry alone, several leading companies have been breeds. For example, enterprises such as Lai Lai, Fu Anna, Meng Jie and Taifeng (mainly listed in Hongkong), whose products are mainly made and sold on the bed, are the successful entrepreneurs of Xue Weicheng, such as "Lai Lai Jia" and "Lin Guofang" (Home Textiles), who are towels and their main products.

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It is the era of great development of home textile industry. It is the era of full income and profits of enterprises. With Xue Weicheng's words, "it is a period of high growth, high sales growth and high profit growth".

Besides the listed company, the so-called second group army has brought together nearly 100 enterprises such as violet, Baoman, Kasen, Lan Siyu, Bo Yang and so on. The sales revenue is over 100 million yuan, and thousands of production, foreign trade, raw material and home textile enterprises are eager to try and have good sales income.

It can be said that before 2009, home textile enterprises lived very comfortably and felt good about themselves.

It can be said that this period is the Bailey era and the Maradona era in the football World Cup. In the era of individualism and heroism, home textile enterprises with a certain scale have tried their skills in the battlefield without smoke, singing their heroic fighting songs in their positions.

Interestingly, there is another similarity between China's home textile industry and world football: all the world's leagues are filled with stars from Brazil, while the marketing backbone of all Chinese textile enterprises basically work in the "Whampoa military academy" of the home textile company, "Luo Lai" or "Fu Anna" company.

Circumstances change with the passage of time

Since 2009, especially after 2012, China's home textile has entered the new situation of "a few unhappy families" from the whole industry.

Over the past 10 years, China's home textile industry has been growing at a high level. Meanwhile, the weakness of the whole industry has not been eliminated. On the contrary, these industry problems have become more prominent, such as homogenization of products, simplification of channels, low added value of products, low input and output rate, and lack of talents.

In 2013, the sales growth of the whole industry decreased from 20% over a few years ago to about 7%.

The traditional sales channels of home textiles, such as department store counters, specialty stores, supermarket stores and so on, have been shrinking rapidly. A lot of backlog of stocks has pressed many enterprises out of breath.

Xue Weicheng and Yang Zhaohua, President of China Textile Association, believe that China's home textile industry as a whole, "the annual two digit growth will become a history, irreversible, and if we can increase 8% every year, it will be very substantial."

It seems that under the environment of China's overall economic growth and economic restructuring, the home textile industry must also face the "new normal" of the industry.

However, since 2012, China's home textile industry has shown "one branch" is the sales of home textile products in the field of electricity supplier.

In recent years, the development of home textile industry in the field of electricity business has been developing rapidly. Online sales doubled in 2012, sales increased by 102% in 2012, and sales volume was about 28 billion yuan. In 2013, online sales exceeded 60 billion yuan, of which 50% accounted for nearly 50%.

Since 2014, sales of home textile business areas are still developing rapidly. Statistics from billion state power network show that online sales of home textile brands, such as home textiles, mercury, home textiles, fuanna, Luo Lai and Bo Yang, have exceeded 2 billion yuan in 2014 May.

Tmall revealed that sales of home textiles category accounted for 10% of the sales of cats and 20% of clothing categories.

But home textiles as standardized products, the future online sales have more than clothing category possible.

Data show that the total revenue of fuanna in 2013 was 1 billion 864 million yuan, accounting for 15% of the electricity supplier sales, and about 10% of the sales of e-commerce by Meng Jie, and the sales volume of 100 million yuan; the home textile of Luo Lai was close to 400 million yuan, and sales accounted for about 15%.

It can be said that the so-called "Amoy brand" still has huge room for growth. However, "a single flower is not a spring, a hundred flowers bloom and a spring garden". The huge development of the electricity supplier can not conceal the general trend of the overall decline of the home textile industry. Meanwhile, the opportunities for the entire textile industry exist at the same time, which brings more crises, challenges and opportunities coexist. If the home textile industry does not change its pace and advance with the times under the "new normal" situation, the challenges encountered by the home textile industry will outweigh the opportunities and the threat is greater than the opportunity.

Help each other in the same boat

Studying and judging the future development trend and trend of China's home textile industry can be observed through two aspects. One is the development process and current situation of China's home textile industry. The other is to compare and analyze the development history and current market characteristics of home textile industry in foreign developed countries for our comparative analysis.

From the perspective of the whole industry, the industry concentration of China's home textile industry is very low, and there are nearly 2 enterprises in the whole industry. However, there are few enterprises with strong innovation, product research and development ability, strong capital advantage, high quality of talents, multi brand and multi-channel operation.

The home textile market in the United States is relatively concentrated. The retail market is mainly concentrated in Wal-Mart, JCPenney, Target, Bed Bath & Beyond, Macys, Costco, Bloomingdale 's and other channels. There are many professional buyers in the department store industry of the United States. This purchase mode makes the product's personality style, brand positioning and price level determined by the buyers themselves, so as to avoid the homogenization competition in the home textile market.

According to their own needs, consumers choose their own design style, different price, convenient and quick channels to buy products.

Rather than the current Chinese home textile market, a channel system is basically made up of 10 or so identical brands. The popular products in the market are similar in brand style, similar in design, plagiarism in each other, severe in price war, and most brands are doing promotional activities every quarter or even everyday, which can not meet the needs of different consumers.

China's home textile product design and R & D can not reflect its own cultural pursuits, and Chinese home textile enterprises and products with innovative thinking are few and far between.

It is foreseeable that in the next 5~10 years, more home textile brands will be shuffled, merged, acquired, forced to pform or shut down.

How can enterprises not go to this miserable scene? The best strategy is to bring forth new ideas, integrate enterprise culture, inject cultural connotations into products, and forge core competitiveness with user experience as the core.

The future trend of China's home textile industry may change in 5 ways:

First, industry concentration will increase rapidly.

Secondly, brand concentration is relatively concentrated.

Third, the combination of e-commerce sales, online and offline advantages (O2O), with the growing maturity and promotion of mobile commerce technology and big data technology, home textiles may usher in an even bigger sales growth opportunity.

Fourthly, the design and development of products will give prominence to the individual needs of consumers. Customized products will become popular. In the era of big data, interaction and interaction with consumers will be more direct and frequent. Under the guarantee of big data technology, personalized and targeted marketing campaigns will be more accurate and effective.

Fifth, the channels are more diversified and more emphasis on convenience.

Convenience consumers choose to buy their favorite products, home textile terminals more reflect the uniqueness of the brand, pay more attention to consumer experience.

The trend is taking place and will soon begin to test the management institutions and practitioners of China's home textile industry.

But the trend is definitely not a single brand and a single enterprise can face it alone. Xue Weicheng, chairman of the industry leader, Luo Lai, also called on all kinds of occasions to join forces to form a team instead of playing singles alone.

This article, like the revelation of World Cup football, is no longer an era of personal heroism, but a whole industry team operation. In the era of big data, we should not be opinionated, plagiarize or repel each other in the information sharing and sharing, the vertical platform construction of electric home textile, the negotiation with strong channel partners, the centralized procurement of raw materials, and the development of foreign markets. Instead, we should work together to meet the challenges and work together to become the world cup champion of the world's home textile market.