Home Textile Industry Begins To Return To Market Essence In The New Normal

China

Statistics show that 40 small and micro enterprises (average annual turnover of less than 7 million 500 thousand yuan) were tracked by the association. The negative growth occurred in January 2014 and November. The average revenue of the main business decreased by nearly 14%, the total profit decreased by 21%, and the domestic sales decreased by 6.9%, and its average profit margin was 2 points lower than that of the whole industry.

However, enterprises under the scale (with an average annual turnover of less than 20 million yuan) have changed from positive growth in 2013 to negative growth.

However, under such circumstances, leading enterprises in the industry still maintain a relatively fast development momentum, and the trend of mergers and acquisitions is strengthening.

Driven by leading enterprises, in 2014, the entire home textile industry achieved a 6.1% growth, and the export scale increased by 6%.

Judging from the operation of enterprises, the industry has basically maintained a "steady development".

Yang Zhaohua believes that the unfavorable factors that the industry will face will not disappear in the short term, and the competition among enterprises will further intensify. Under such circumstances, enterprises with poor management and unreasonable product structure will naturally be eliminated in competition.

For those enterprises that still have potential for development but lack capital and technical support, they may choose to restructure or be merged by leading enterprises.

"Enterprises need to be based on the development and change of the market, identify the market orientation, make full use of the leverage effect of capital, and develop very quickly.

Share will also be raised.

This is a process of the industry's survival of the fittest and progress, which can solve the problem of structural overcapacity in the industry. "

Yang Zhaohua analysis pointed out.

Yang Zhaohua also illustrates that in this respect, the home textile association is also united.

Many attempts have been made.

For example, through questionnaires and scientific experiments, it is pointed out to the public that there are misunderstandings in the use of towels and core products, guiding consumers to correctly use home textile products.

By promoting healthy and scientific lifestyle to guide consumers, not only can effectively stimulate domestic demand, solve the problem of structural overcapacity faced by enterprises, more importantly, it can also effectively improve the quality of life of consumers, and ultimately achieve a win-win situation for consumers and enterprises.

Culture leads fashion, carpet enterprises seek breakthroughs

With the diversification of consumption demand and the continuous growth of personalization, the ability of Chinese textile enterprises to design R & D and brand culture is still far from the international counterparts.

Especially in the excavation and performance of Chinese national culture, we have not yet caught the true meaning of Chinese traditional culture, and applied the elements of Chinese culture without integrating the soul of Chinese indigenous culture with modern consumption aesthetic concepts.

China has a long history of making carpets and carpets, but at present, the overall level of China's per capita consumption of carpets is quite different from that of developed countries in terms of per capita consumption of 2 square meters. Therefore, carpet enterprises are responsible for carrying forward and promoting carpet culture and guiding the heavy responsibility of carpet consumption.

Carpet products have strong national and cultural characteristics. The current consumer market also has strong national and regional characteristics.

In this case, the Oriental carpet application for national product projects is not only conducive to occupying the market, but also helps popularize the carpet culture and inherit the national culture and intangible cultural heritage, especially through the strategy of "one belt and one road", learning the cultural characteristics of Persian rugs and India carpets, learning advanced design concepts from abroad, and using it for Chinese enterprises.

Oriental carpet can rely on its advanced technology and equipment and talent advantages to produce personalized and ethnic cultural products, which helps to speed up the upgrading of the enterprise itself and promote industrial upgrading.