New Home Textiles, Starting From The Needs Of Consumers

　　 Yang Zhao Hua It is pointed out that the new home textiles is a new and higher development requirement for home textile products according to the change of consumer demand. At present, consumer demand has changed significantly. First, the functional requirements for home textile products are becoming more and more prominent; two, the higher requirements for safety are also put forward; three, the pursuit of better product performance price ratio and no acceptance of the price beyond the actual value. Therefore, the new home textile also put forward a specific request. From the product point of view, it requires the safety, comfort, intelligence and fashion of home textile products. From the point of view of use, we should pay attention to the scientific and healthy consumption and use of home textile products, because good products have no good way of using them not to play the full function of the products; from the point of view of environmental protection, we emphasize green production and recycling. Products are fundamental to the development of home textile industry. New technologies, new materials and new equipment should be adopted to meet the requirements of safety and comfort of home textiles. Through the new design, products can meet the requirements of intelligent and fashionable products, while at the same time, low carbon and environmental protection should be emphasized in the whole production process.

The new life is to advocate a new way of life and a new concept of life. Home textile products Healthy consumption, improve people's quality of life, and promote healthy development of the industry. Lifestyle is closely related to consumer spending habits. At present, Chinese consumers buy home textiles mainly for their own use, and 70% of their families spend less than 3000 yuan per year, which means that there is still a big room for growth in the home textile industry. From the traditional channels, female consumers account for more than 80% and the age is too large. From the perspective of e-commerce, the proportion of male consumers is increasing and the trend of younger consumers is obvious, which shows that the growth potential of home textile industry is huge. In this context, the specific contents of new life are defined. From the aspect of life style, we should advocate a simple, fashionable and green lifestyle. From the point of view of consumption, we should advocate harmony between man and nature, cherish our products, and at the same time understand how to enjoy life; in terms of cross boundary integration, we need to create a one-stop service for the whole home environment.

In short, the new life requires that the home textile industry aim at improving the quality of life of the consumers, and carry out channel innovation and cross-border cooperation according to the new consumption concept and lifestyle, so as to realize the new development of the home textile industry.

Talk about cross-border cooperation Yang Zhaohua said that many resources in the industry can be integrated and utilized to develop together and achieve win-win results. At present, the home textile industry has made a relatively big breakthrough. In 2014, the home textile association and the Interior Designers Association, Furniture Association, hotels and purchasers cooperation modes have been launched, especially with the China Furniture Association. On the first China International fabric and Accessories Expo held in October 2014, the China home textile industry association and the China Furniture Association jointly set up a platform for research, production and marketing, from product development to terminal sales, from the past simple fabric purchase relationship to a strategic partnership, so that the two upstream and downstream industries found a new mode of joint development.

The upstream and downstream linkage is also operating quietly within the China Textile Industry Federation, playing the role of Chr (34) aircraft carrier Chr (34). In addition to the joint exhibitions held by the Textile Association of China and the China Council for the promotion of international trade (CCPIT) for many years, the Chinese Textile Association also collaborates with the China printing and dyeing Association and the China Textile Technology Association to carry out the new technology promotion. In 2014, it organized experts to go to Gaoyang and inquiring into local transformation needs according to the energy saving, emission reduction and printing and dyeing upgrading of Gaoyang cluster. In terms of recycling, the home textile association and the chemical fiber Association have studied the recycling routes for polyester household textiles, such as curtain and bedding, which are mainly made of polyester, which can be recycled by chemical method, and then used in the manufacture of home textiles and clothing products. The recycling of pure cotton textile products, such as towels and bedclothes, is mainly cotton. After recycling, the pulp is made into paper pulp and viscose production. The home textile association and the chemical fiber Association will further strengthen cooperation and establish the recycling system and recycling system of waste household textiles. Energy saving, emission reduction and recycling, these distinctive jobs are not the work of the industry and enterprises this year, but the long-term work of developing them. They are not just doing superficial work, but going deep into them to do well in these things.

Cross border cooperation is just beginning. Integrating resources will help enterprises find incremental. Conventional market development, our home textile enterprises have been able to do well, but a single enterprise does not have so many resources, upstream and downstream linkage is a single enterprise capability can not be achieved, then home textile association helps enterprises and upstream and downstream cooperation, let enterprises find the incremental development of the market, this is the company's favorite thing. In the future, home textile association will continue to make progress in its pioneering work, and will do more and more work.

Speaking of channels, Yang Zhaohua stressed that in recent years, e-commerce including C2B and O2O is getting more and more popular. Many home textile enterprises have "electric shock". But there is a trend that we are becoming wiser and more and more aware. Unlike the previous few years, e-commerce has just appeared, giving everyone a mislead, as if e-commerce is our direction of development, and is our only direction of development. Now we realize that electronic commerce is just one more channel. It is not negation to the offline channels. How to apply each enterprise according to its own situation can make better use of it.

This also shows that terminal products will always have to channel innovation, channel innovation is not because of the emergence of e-commerce, we are shocked and passive innovation, the fundamental of channel innovation is to meet consumer demand, to meet consumer spending habits change. Therefore, meeting consumer demand is the root of channel innovation. And the fundamental of e-commerce is to meet the change of consumer demand, which has no essential change with the goal of traditional channels, and the future development direction of e-commerce should also focus on this fundamental. We should not just look at the problems in the process and grasp the details. Only in this way can we understand and understand the problem more easily. Including Luo Lai shares in Tai Po network, now is an attempt, a signal, shares are for online and offline linkage, indicating that our traditional enterprises not only in the actual production and sales process pay attention to the operation of e-commerce, but also began to make use of the capital market, the use of resources integration. Of course, this is not a requirement for everyone to merge and buy shares in the future, but rather a more channel and a new mode of channel innovation.

Channel innovation is an everlasting theme. Not because some enterprises are stepping into e-commerce, e-commerce has become the theme and the future development direction. This is only one kind of channel innovation. We are very happy to see more innovation in the industry, and also support the development of enterprise channel innovation.

Speaking of home textile culture, Yang Zhaohua puts forward two problems in home textile culture. One is to advocate originality. Whether it is home textile exhibition or home textile design competition is advocating originality, imitation learning is not an end. The two is respect for intellectual property rights. Encourage everyone to fight against counterfeiting. Counterfeiting and plagiarism must be dealt with, otherwise people who engage in originality will not be motivated. The home textile association has been studying intellectual property issues.

Home textile culture is closely related to brand and closely related to national characteristics of national brands and products. We have to abstract Chinese elements from the history of Chinese development for thousands of years. Chinese elements are a cultural background. At present, China's home textile brands are still very young, and their brand culture is still weak. How can we promote the development of home textile brands? We can not just tell stories to fool the common people, but we need to create real brand characteristics and product characteristics. This is to be sought from the broad and profound Chinese culture. The key is the understanding and refining of brand culture by the brand enterprises, which will become the guidance of the home textile brand to the consumers' life style. The close combination of culture and market is the most perfect combination, and culture can not be ignored.

Of course, home textile culture includes not only the fashion trend of home textiles, but also the design competition, intangible cultural heritage display and intellectual property protection. These are only elements in home textile culture, and they are specific points and grasps. These are not enough, but also call on enterprises to pay attention to the excavation and understanding of culture, on the basis of which refined their own product culture and corporate culture, forming the culture of home textile brand to guide consumers, so that consumers can approve your lifestyle. Why are international brands such as Chanel and Dior expensive, and basically not discounted, but consumers are still following him? This is not only to accept his single product, but also to accept his lifestyle and life philosophy.

Therefore, from this perspective, home textile culture runs through the upper and lower reaches of the industrial chain, whether it is product innovation or intellectual property protection, whether it is design research and development, or widening channels, etc.