Under The "New Normal": Home Textile Enterprises Have Opened Up A Diversified Sales Channel.

2015 is a critical year for China's steady economic growth and structural adjustment. New normal Become the key word of economic development. Under the new normal, 1~5 months of this year. Spin Industry exports fell by 1.3%. Home textiles Nor did it spoil the export of home textile industry by 1.2% in the first 5 months. Yang Zhaohua, President of China Textile Industry Association, said: "this is a situation that has not been seen for many years." The home textile industry is facing unprecedented challenges. In order to survive in the "cold winter", home textile enterprises have changed from focusing on product innovation to paying attention to mode innovation. Opening up multiple sales channels and grasping business opportunities in the weak market has become the common choice of many enterprises participating in the twenty-first China International Home Textiles and accessories (Qiu Dong) exposition held in Shanghai.

　　 Distribution, wholesale, franchising channels are not let go.

Sheng Zeping, chairman of Hangzhou cloth language Textile Co., Ltd., the future trend of the fabric industry will no longer be confined to the production of good fabric products, but rather the comprehensive three-dimensional development of "cloth + Art + brand".

In the China international home textile exhibition, bu Yan Bu discarded the single style display method based on products. Instead, it concentrated on the display of diverse styles with different materials and expression techniques. The pastoral style, modern style, simple style, Chinese style and so on were clearly presented in different regions and locations, so that the exhibitors could feel the artistic touch. As for the brand development of enterprises, Sheng Zeping also has his own unique views. He said: "at present, there are not many enterprises in the textile industry to implement franchise chain mode. This is determined by the characteristics of the customized industry of the cloth industry. In order to create terminal brand, cloth language should insist on joining the chain. To solve the problem of standardization is the key to do a good job in franchise chain operation. It is reported that the language is not only standardized, but also dedicated to the standardization of stores, props, ornaments, and indoor layout, so that consumers can better identify the brand, and then like the brand language brand products.

At the Shanghai home textile exhibition, Shanghai art home Co., Ltd. mainly presents a diversified product system in the way of overall home furnishing. Zhang Qian, director of the company's operation director, said this exhibition can provide customers with colorful product lines. In order to satisfy different customer needs, he has adopted a diversified distribution mode of distribution, wholesale and franchise.

Zhang Qian said that there are many home textile enterprises that can help customers open stores, but few businesses can help customers make money. As a company that built its own retail terminal very long ago, he knew what the terminal operation needed. The experience of retail terminal is very good for customers, because it is easy to help customers open a store, but to keep the shop alive, it needs the support of system operation. And he can not only provide products to customers, but also provide systematic operation experience. It is understood that at present, the sale of sale is still larger than that of distribution and wholesale, but the development direction of the company is that the proportion of sales is increasing year by year. He has planned to open 30 more stores each year this year and next.

　　 Electricity supplier channel has been sought after by enterprises.

This year, " Internet + " In the home textile industry has been widely mentioned and applied, the electricity supplier channel has been unprecedented sought after by home textile enterprises. Following last year's invitation to Tmall, Jingdong mall, vip.com, Lanting Pavilion set, shop 1, Dangdang, suning.com, jumei.com and other business tycoons to enter the 2014 China international home textile exhibition, this year, the organizers also set up a special topic area for e-commerce and franchises. The theme of "winning the future" is to answer questions for home textile enterprises in the business channel to help the home textile enterprises develop rapidly in the Internet age.

When it comes to the development of home textile business, Yang Zhaohua pointed out: "in recent years, e-commerce has developed rapidly. Last year, the home textile industry business turnover reached 82 billion 900 million yuan, an increase of 47% over the same period last year, estimated to reach 110 billion yuan this year. At the same time, some excellent domestic textile enterprises, such as Luo Lai, Fu Anna, mercury, Bo Yang and so on, have made good achievements in the field of electricity supplier operation in recent years, setting an example for the industry.

At present, the pace of online sales of home textile products is faster and faster, and the development of e-commerce has become a trend. In recent years, home textile enterprises have vigorously opened up the Internet market, breaking the original sales pattern dominated by exclusive stores. As an important supplement to traditional channels, the electricity supplier has attracted more and more consumers. The expansion potential of China's home textile market is more than 10 times, and it will maintain a strong growth of 20%~25% in the next 5 years.

Hangzhou Olympic music Co., Ltd. has been playing the leading role of the home textile industry. In recent years, Otas has also been actively upgrading product innovation, so that the brand will continue to maintain its leading position in the industry. Lu Wenlong, chairman of the company, said: "at present, we are preparing for the construction of e-commerce channels. In the future, we will realize double line parallelism, and synchronously push forward the sale of physical stores and networks." In Lu Wenlong's brand planning blueprint, Otas will get rid of the shackles of traditional sales channels and fight close to the hot Internet.

He is also doing business. According to Zhang Qian, in addition to the existing mature electronic business platform selling the products of the card dragon, Ka Stewart is still building an electronic business platform called "Jia Hui Jia". At the end of this year or early next year, the "Jia Jia Jia" business platform will be launched. Zhang Qian analysis, after the "Internet +" popularity in 2015, many enterprises are changing. As a traditional, custom-made home textile enterprise, the impact of the electricity supplier on the card is not particularly big. But in order to meet the needs of customers in the "Internet +" era, he has to make an electronic business platform, which will provide customers with more than one port, so that customers can get the information he wants quickly from the electronic business platform. After that, the whole country's physical stores are experiential shops, and the products are promoted through the online shopping platform. Zhang Qian said that this is the upgrading of enterprise operation mode.

For this hot business of home textile industry, there are also enterprises with a cool attitude. Wang Qun of Hangzhou eco home textile Co., Ltd. said that although he worried that he would not make an impact on sales, the protection of home textile products copyright was not so strict and perfect because of online sales. The problem of imitation in home textile industry has not been well solved. To participate in the exhibition, enterprises can not allow the audience to take pictures, but to do business on the Internet to display the new version, we can not control others copy, so now the design of the home textile enterprises as well as the electricity providers have concerns. Wang Qun said.

At this Shanghai home textile exhibition, a home textile enterprise named "carving space" played a "no electricity supplier" sign on the booth. He said that the "no business" sign was designed to tell customers that "carving space" is committed to the quality of the enterprise. He thinks that the electricity supplier is virtual, and the price war is too fierce for the electricity supplier, which is inconsistent with the development concept of their quality. He is not worried that the market share will be eroded by the electricity supplier, because there are always customers who are consistent with their business philosophy. He believes that in the long run, the entity store will still destroy the electricity supplier, and the electricity supplier can only be a virtual fire for a while.