Home Textile Industry: How Hard Is It To Stay And Live Well?

In fact, features

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Abandonment is not due to the outstanding style, but because of a variety of reasons leading to poor management.

There are similar problems in the industry.

Learning from the experience of brands and learning from the lessons of declining brands can always find suitable production rules.

"Radical" life of life

Development process:

In 1992, Jiangsu Nantong Luo Lai bedroom products Co., Ltd. was established.

In 1996, it became the first enterprise in the industry to import CIS image recognition system.

In 1998, the first franchising mode was introduced in the industry. The first generation brand store of Luo Lai brand was officially opened in Nantong, Jiangsu.

In 1999, Shanghai Luo Lai household textiles Co., Ltd. was set up and moved to Shanghai.

In 2004, it introduced the multi brand strategy in the industry, introduced the Italy home brand YOLANNA, and invited the famous movie star Michele Lee to be the spokesman of the brand image.

In 2009, the A stock market of Shenzhen Stock Exchange became the first listed company in the industry.

In the same year, Luo Lai electric business brand music I LOVO home textiles was born.

In 2012, Le I LOVO home textiles first won the Tmall "double 11" home textiles category champion.

In 2013, Luo Lai international home life Plaza opened in a grand way, and the brand took the road of cultural marketing, and won the "2013 small and medium board 50 strong" reputation.

In 2014, signed strategic cooperation agreement with Tai Po network, focusing on home textile business and cloud data integration.

In the same year, we established strategic cooperation with SHERIDAN, Australia's international model brand 2015~2024.

In 2015, we completed the investment merger and acquisition of the infield, set up several investment funds, and opened the curtain of capital operation.

At the same time, shares of Mai Di Jia, start the pace of smart home layout, and the brand of electric business brand LOVO I created Tmall "double 11" home textiles four consecutive record.

In the same year, the company officially changed its name to the "Lai Lai life Polytron Technologies Inc".

Despite the data statistics, the domestic market share of home textile brands is generally low. Compared with other industries, brand recognition is relatively low, but we have to admit that life is indeed a model of industry development.

Over the past 20 years, the company has gone all the way.

Statistics released by the China Federation of Commerce and the China National Business Information Center show that in 2005 ~2015, the series of life bedding series has been ranked first in the market share of the same market nationwide for 10 consecutive years.

Everyone has a different kind of Luo Lai.

In the view of reporters, the success of Luo Lai lies in its large number of brands and wide audience, and there is a different kind of Luo Lai in everyone's mind.

Compared with Fuzhou, a distinctive style and rich character, Luo Lai, who takes the quality route, is more likely to capture audiences of all ages.

In the interview, consumers who bought the product from Luo Lai said that Michele Lee's endorsement of Luo Lai was dignified and atmosphere. When consumers learned that they were buying Yolanna and Su Qi as the agent brand of Luo Lai, they said that the company was high-end and tasteful, while consumers who were good at online shopping also told reporters that Le LOVO was very young with high cost performance.

Roley's practice of covering the middle, low and high comprehensive markets may not be suitable for every enterprise, but it has created today's Roley.

Always proud to walk in the forefront of the industry.

Last year, Luo Lai officially changed its name to the "Lai Lai life Polytron Technologies Inc".

In recent years, the company has been actively changing and looking for more breakthroughs.

Last year, the company achieved operating income of 2 billion 915 million 633 thousand and 900 yuan, an increase of 5.59% over the same period last year, with a total profit of 511 million 701 thousand yuan, an increase of 13.26% over the same period last year. The net profit attributable to shareholders of listed companies was 410 million 88 thousand and 300 yuan, an increase of 3.01% over the same period last year.

At present, it continues to promote the pformation strategy from home textile enterprises to "one-stop" supplier of home life. Through the double drive of "industry + capital", it will carry out strategic advance and layout around the human household and life industry chain and ecological circle.

Under this background, the enterprise has carried out the reform of the retail operation management, the business model innovation and attempt of the physical retail +O2O+ customization, the flexible marketing mode and the integration of the resources of the industrial chain.

At the same time, Luo Lai shares in Mai Di Jia, start smart home layout.

There are many fires in smart home. Let's take a look at how the world's top companies "apple" and domestic pioneer enterprises "millet" know how to layout in this field.

The competition pattern of the home textile market is constantly changing. The industry will usher in a new round of shuffling and accelerate the elimination of backward enterprises.

At this point, the industry needs new stimulation. Maybe smart home is the watershed of the future.

Leveraging international advantages to enlarge in New Media

In the 2015 earnings report released by Luo Lai, it said that the dominant enterprises would accelerate the pace of mergers and acquisitions, and the competition between online and offline industries became more intense. Various emerging business models emerged one after another, and new enterprises continued to emerge.

In response to this, it will respond to possible risks by upgrading the brand's full channel retail capacity, developing new business models, accelerating the integration of high-quality resources in the global industrial chain, promoting the development of talent development system and optimizing the incentive mechanism, so as to cope with the risks that may arise.

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In fact, over the past 20 years, the advantages of constantly introducing international brands and integrating global resources are being gradually enlarged in the Internet era.

In October 8th last year, Huang Xiaoming and Angelababy were married, and the textile products such as tablecloths were distributed by Yolanna. Although the brand did not have a big publicity, many consumers learned about the brand.

Later, the appearance of Yolanna appeared in the wedding photos of Nicky Wu and Liu Shishi.

International brands have become an integral part of the market. These brands have had an important impact on the overall image of Luo Lai.

Nevertheless, the market share of Luo Lai's life is still relatively low in the total sales volume of the domestic textile market, which is mainly determined by the low concentration of the brand and the decentralization of the market share.

Luo Lai life related responsible person has said, at present, the home textile industry has not yet fully developed and mature, the industry structure is also not clear, many consumers in the three or four line cities have no clear and clear concept of "home textiles", and lack of awareness of home textile brand, so they do not form a certain brand loyalty.

Capturing the market is a hard battle, and rolls has already had a good brand resource and should learn to take advantage of the new media. Just like these two star weddings, the brand seems to have done little to carry out the brand propaganda strategy.

Development process:

In December 2003, Beijing Yi Lian Jia Mei household products Co., Ltd. set up the French health bedside brand ARTILIVI (tiarya) in the fashion capital of Paris, France. It takes "poetic dwelling" as the essence of the brand, and takes realistic flowers, plants and insects as its elements. Through realistic expression techniques, ingenious composition and comfortable color contrast, it creates the romantic poetry of nature and is deeply loved by modern women.

Products extend from pieces to towels, pajamas and curtains.

In May 2005, Beijing Yi Lian Jia Mei household products Co., Ltd. introduced the brand to the Chinese market. It recruited franchisees and regional agents nationwide, opened chain stores, and implemented special area responsibility system in each sales network. It provided professional service teams to provide professional guidance and one to one services for customers.

In October 2009, "Paris Gallery Street" and "Blues Yi people" were awarded the design award of China international home textile products creative design competition.

In 2011, brand development reached its peak, and more than 200 counters were set up in high-end department stores in large and medium-sized cities such as Beijing, Shanghai, Shenyang and Shenzhen, and 9 stores were opened in Russia, Australia, Korea and Canada.

Among them, in the Lotte Department Store in Seoul, Korea, the sales performance of ARTILIVI brand is ranked first in the international brand.

In the same year, started the e-commerce project, and set up an e-commerce brand "feel".

The brand was awarded the "top ten brand" of Alibaba in six months.

In 2012, influenced by the adjustment of the group's internal strategy, the capital crisis appeared, and the ARTILIVI (Tiya ya) capital chain broke down, and the promotion cost of the brand in all aspects was stretched.

By the end of 2015, the brand ceased operation.

When we heard about the news of the operation of the brand, the reporter called the sales director of the brand in a certain area for the first time.

At the beginning of the conversation, the sales director had a cover up for the brand suspension. But after repeated questioning by reporters, he finally said that he had stopped operating at the end of last year, and no longer produced and operated brand related products.

As for the failure of the brand, the sales director said that the main reason was the poor management of the company due to the distribution of many subsidiaries within the group.

In this regard, the reporter learned from the side that Beijing Yichang Jiamei household products Co., Ltd. was founded in 2003 by Beijing Yi Lian Li Ye Technology Development Co., Ltd., during the heyday of the development of Yishi ritual industry, the company decided to pfer from gift group buying to terminal retail, and set up Lai ya home textile.

"In fact, in the first few years of the establishment of the Republic of tyre, it was mainly dependent on the lotus ceremony."

A senior executive who had worked in tyre said to reporters that "Yi Lian Mei Mei" brand was established in the first two years of its establishment. However, in order to get rid of the shadow of "Yi Lian", a brand named "De Lai Ya" was set up in France and sold in the domestic market with the origin of "international brand".

In the first few years, it was difficult for him to be self-sufficient. The development of the lotus industry was successful, and the profit was enough to make up for the deficit.

By 2011, the company had developed rapidly and gained independence from the head office.

But at this time, due to the decline of the gift industry, the development of the lotus ceremony industry was blocked, so the company used the profits of the company to fill the deficit of the lotus industry, which soon led to the breakup of the chain of funds, and once the brand was in trouble, it finally stopped operating in 2015.

Multiple reasons cause brand to disappear.

It seems hard to say that this explanation seems to be difficult to explain.

Because in the industry, many home textile brands exist behind the "support" relationship, although the parties will be affected by the performance of the business, but not to reach the point of dragging down the side.

To this end, the senior management agrees and expresses that the dragging of Yi Lian's industry is part of it, but more importantly, it is the development of its brand.

In his view, there are 3 main reasons for his death: one is the high cost operation; the two is the stock pressure; three, the product structure is single.

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It has been learned that all of the products have been operating at a high cost, and the supply chain and purchase and sale modes are too traditional, and the procurement cost is slightly higher than that of their counterparts.

The reason for this is that the senior management said: "in the relationship with suppliers, he has not handled well, and often has a slow repayment and a large volume of cargo, which leads to the increase of interest and risk of gold, so that the purchasing cost of the company is increasing, and the higher cost is directly pferred to the product, resulting in the lower neutral price of the product.

In addition, the frequent replacement of the head office and the purchasing department also makes the brand weaker in team building and teamwork.

It is understood that from 2005 to 2013, the development of the "Lai Ya" has always been good in the outside world. The annual sales performance of the brand is more than 50% of the compound growth, and has also achieved good reputation and reputation in the industry.

In 2011, brand development reached its peak, and more than 200 counters were set up in high-end department stores in large and medium-sized cities such as Beijing, Shanghai, Shenyang and Shenzhen, and 9 stores were opened in Russia, Australia, Korea and Canada.

Among them, in the Lotte Department Store in Seoul, Korea, the sales performance of the brand is the first in the international brand.

From these figures, it is hard to imagine that she will be on the decline in the next two years.

In response, the senior management told reporters, "although the sales performance of the company was good, it was about eight hundred nine million yuan per year, but in fact, the stock was almost the same number."

Huge inventories make the cash flow of the company slow, so the company has to take a promotional way to clear up the stock.

It is reported that sometimes, Lai Ya even directly in the Beijing company downstairs stalls selling products, the price of 1~2 discount to attract nearby residents to buy.

In the view of the senior management, this is the main reason why she is driving herself to the end.

He said: "all the time, it's a French home brand and the high-end department stores.

For example, in Beijing, SOGO was stationed in Zhuang Sheng Guang Guang Guang, contemporary commercial city, Cui Wei Department store, Jin Yuan Yansha, Lotte Yintai and so on. In Shanghai, Hong Kong and Shanghai shopping malls, Jiu Guang Department store, the first eight hundred companion, Oriental Shopping Center and so on.

In these shopping malls, the main consumer groups are the urban white-collar workers.

However, in the late period, he was unable to stick to the brand, sell stocks in capital or even losing money, resulting in the brand image being greatly reduced, and the sales volume of the store counters also decreased. This is an important reason for the decline of the company.

Another reason for the failure of the company is that there is no courage to pform and break through the development of product design styles and types.

Although the brand has made innovations and adjustments in the sales channels of gifts, the high-grade luxury silk products have been added, but the overall style has not been able to jump out of the "tonality" of delya, the market effect is not ideal, and it is difficult to compete with Roccaff, Xin ting and other competitors.

The senior management said: "in the style of product design, he has always insisted on his own characteristics, although this is the advantage, but also imprisoned the development of the brand."

From the perspective of market sales, as a gift, the product from the product design to the appearance packaging is not as luxurious as that of rokoff and Xinding. As a self made product, its price is slightly higher, the same grade products are everywhere in the market, the price is lower, so it grabbed the market share of the market and restricted the development of the brand, which led to the decline of the market share of delya in 2013.

Where is the niche brand road?

When reporters explored the reasons for the "disappearance" of "Lai Ya", it was also learned that another home textile brand shark had gone down.

If it is a case of thakya's failure, it is mainly influenced by the multiple reasons of the brand itself. So why is shark shark? There is a common point between them, that is, the development path of small and high-end brands.

This can not help but make people wonder: is there a way out for small brands in the domestic textile market?

For this reason, the senior manager, who was always reluctant to be named, told reporters: "in fact, it has attracted much attention from life to death, and its minority brand style has indeed attracted a large number of loyal consumers.

At present, China's home textile consumption market is huge and needs different styles and design features to fill the market vacancy. We can not deny the market prospect of this brand because of the failure of the one or two brands.

From my point of view, if the small textile brands such as the company are able to stick to it, the market potential for future development will be considerable. The most important thing is that the brand operators should have a pair of feet that keep pace with the times and a firm heart.