2016 Spring Market Research: Home Textile Brand Sales Will Grow By 20%

In recent two years, the market situation is not good, but a number of clothing brand enterprises have achieved double-digit growth. Some enterprises' profit growth is far higher than the sales performance growth. Some enterprises even have a 20% growth expectation in 2016.

How did they do it? Where did the confidence come from?

At the symposium held in the morning of March 5th,

The vice president of the Federation, Yang Jizhao, assistant to the president, Chen Dapeng, executive vice president of the China clothing association, Yang Zhaohua, chairman of the China Household Textile Industry Association, Zhang Qinghui, vice president and Secretary General of the China Fashion Designers Association, and the research team of brand building, executive director of China Fashion Color Association, Zhu Sha, etc., have conducted in-depth exchanges with the heads of enterprises and institutions from Shanghai Home Textile Association and leading, Luo Lai, mercury, Xiao Yang, South bedding, Luo Kraft, Cheng Hong, Yi Ting, dinosaurs, cats and other enterprises.

Whether it is a listed company or a cutting-edge enterprise, representatives of enterprises participating in the forum have said: "the new normal" breeds opportunities, and the situation in the future may be even more severe. The textile and garment brands should grit their teeth and pursue the connotative growth through the dynamic growth of the internal mechanism.

The brand research team will discuss with the heads of enterprises and institutions from Shanghai Home Textile Association and leading, Luo Lai, mercury, Xiao Yang, South bedding, rokraft, Cheng Hong, Yi Ting, dinosaurs, cats and other enterprises.

In the discussion, the home textile brand takes a positive attitude. It presents the pformation mode of a hundred flowers: the integration of leading household textiles, Luo Lai home textiles, and dinosaur home textiles, and the pformation of product mix and brand portfolio. Mercury will increase investment in brand building to ensure brand vitality; the sheep and cat family textile will give full play to their professional advantages and take the distinctive business mode.

Yang Jizhao commented that in 2015, the main business income of Enterprises above Designated Size in the textile industry increased by 5% over the same period last year, but the total profit increased by 5.4% over the same period. Under the difficult situation, enterprises were constantly advancing, innovating and sticking to their own characteristics.

The economic development situation in 2016 is not optimistic, but the prospects are promising and confidence is abundant.

Act as

Weng Hesheng, the general manager of the leading household textile Co., Ltd., introduced the practice of leading home textiles: first, to play the self characteristics of the Chinese time-honored brand; two, to grasp the advantages of products; for example, the "national sheet" that micro-blog exploded a few years ago is the fist product of the leading household textiles, and the three is actuarial cost and cost, and the four is the operation of capital by using the platform of the listed company.

In addition, the faucet home textile also uses the internal resources of the group to integrate. The leading brands have fewer outlets, but the group's underwear brands have 3000 stores in the whole country. Therefore, the fast selling mode is used to integrate home textiles, underwear and clothing together. At present, 10 have been tested.

Meanwhile, Luo Lai home textile is also pforming from traditional home textiles to the whole home.

According to Luo Lai home textile Dong Mitianlin, through the introduction of small products and fast moving products, we change the views of retail formats on home textile brands.

In the high-end shops of Luo Lai, there are not only home textiles, towels, fragrance and bathroom, but also high quality products such as cups, stationery and so on.

The pformation of consumer scenarios, the expansion of categories, increased passenger flow and increased the unit price of visitors. Even at a store in Hangzhou, the unit price of 400 thousand yuan was achieved.

The latest move of the dinosaur home textiles is to adjust its six or seven brands into integrated integrated stores, each brand plays its own role, the high-end positioning brand makes the image, other brands make profits and some brands run.

At the same time, according to the positioning characteristics of different shopping malls, brand combination is carried out.

In 2015, the scale of dinosaur home textiles decreased, but the performance of single store was improved after the collection of brands.

Indeed, since unable to control the economic situation, home textile enterprises have strengthened their basic work in brand building, internal management and channel management, and achieved good results.

For example, after several years of adjustment, home textile brand rokoff, the profit growth in 2015 far exceeded the turnover growth.

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For brand building, Huang Junxiang, President of mercury Holdings Group Limited, believes that there must be institutional guarantee and mechanism promotion. Brand building is a long-term process, not advertising, or even sacrificing immediate interests to long-term maintenance. There is no inheritance mechanism, no strategic guidance, no brand can be built.

Therefore, in the past year, the mercury home textile has continued to invest more in brand building. In order to keep the brand young, Jin Yubin, a Korean "little meat", has been endorsed by young women. With the help of Tmall's "double 11", American rock stars have been invited to speak, and the flow of online stores has increased by 40%.

At the same time, mercury has long insisted on exporting its own brand, even though its exports are small, but the principle is to use the brand of mercury.

In R & D investment, special technology R & D centers are set up to extend systematically, and fiber, dyeing and finishing, and fabric development are rarely seen in home textile enterprises.

And yesterday afternoon, the research group in the daily fashion group Limited by Share Ltd's field in-depth research also found that textile and clothing brands through the adjustment of internal mechanisms to actively respond to physical fitness.

In the few days of the brand building research group, it is rare to visit a garment company for half a day. This is precisely because the development path of the day's broadcast represents the history of many Chinese textile and clothing brands: starting from wholesale, brand positioning and reorganization in the development, integrating into the design of the soul, from single brand to multi brand, integrating resources, IPO queuing and listing......

The daily broadcasting company is located in the North Industrial Park of Songjiang District, Shanghai. The modernist style workshop, the green water surrounding, the campus atmosphere of the Jingjing campus, impress the research team members.

These are just one of the representations of corporate culture. Nowadays, the form of daily broadcasting companies is to do Garment Retailing, and the core has become a cultural and creative company.

After the adjustment period of the first two years, the traditional mode of relying on affiliation has been adjusted by the daily broadcast, and the mode of joint operation and direct operation has been strengthened.

The Japanese broadcasting company owns many brands. In addition to the already well-known BROADCAST broadcasting and fashion brand CRZ, there are also PersonalPoint, many designers, brand TAORYWANG, VISION youth vision, brife, G1 released in New York.

They are hatching.

Wang Weidong, chairman of the broadcasting company, said that the broadcast will become a brand incubator platform, the company platform will provide resources, and each brand team will operate as a small business leader, emphasizing the uniqueness of each brand.

In his view, the core of the future is talent, which is the most important part of the strategy. The production relationship between employees and enterprises has changed, and it will be a co creation and symbiotic relationship.

After internal adjustment, the rate of production and marketing increased significantly, and the health degree increased. It is expected to enter a new growth period in 2016.