Yang Zhaohua And His Party Investigated Nantong: Spring For Home Textile New Channel Is Coming.

Consumption upgrading brings us into the new consumption era.

How to cultivate the brand and how to change the business mode of the bedding enterprise? In order to control the new trend of the home textile industry, discover the new characteristics of brand development, explore new bright spot of channel innovation, vice president of China Textile Industry Federation, Yang Zhaohua, President of China Textile Association, Zhu Sha, President of China popular color association, Hua Shan, executive vice president of China Textile Industry Federation, Qian Youqing, deputy director of China Silk Association, and vice chairman of the China Textile Industry Federation's brand working office. The research group will go to Tongzhou District and Haimen, Nantong in March 20th.

Tongzhou: take the train of "micro supply" to spring.

For more than two years, Nantong's Micro supply market has developed from dozens of enterprises to 520, and sales jumped from 2 billion to 6 billion, becoming a new engine for leveraging 100 billion market and leading industrial pformation and upgrading.

How did this breakthrough take place? What kind of insights did Tongzhou's home textile enterprises have in the development of new channels and high quality development? In the morning of March 20th, the research team came to Tongzhou, and vice governor of Tongzhou District, Cao Jianxin, deputy director of Tongzhou District Cao long, deputy director of the Commission, Shi Wei East, Nantong Nantong Textile City Management Committee, deputy secretary of the Party committee, Shao Aijun, and the violet, Hao Shen, San Fu Island, Jede, Bai Fu, golden sun, Lansi feather, Bao nuns, jiayus, dream language, Kerry's business leaders held talks.

In China, when it comes to bedding industry, few people do not know Nantong, which is the largest distributing center in the country.

These two faucets have pushed Tongzhou and Haimen 100 billion scale home textile industrial clusters.

According to the conservative estimate of the people concerned, the bed products produced in Nantong occupy more than 50% of the country's beds.

At present, there are 349 Enterprises above Designated Size in Tongzhou area. In 2017, the scale industry output value was 48 billion 860 million yuan, and the export volume was about 6000000000 yuan.

"From the economic point of view, we feel that 2017 began to stabilize and stabilize. Since the 2018 opening of the Nantong home textile market, the rent has climbed steadily and has quadrupled.

Industrial land prices have increased substantially, unprecedented.

Home textile city logistics express average of 800 thousand pieces / day, 4 years ago this figure does not exceed 300 thousand pieces / day.

Shao Aijun, deputy secretary of the Party committee of Nantong Home Textile City Management Committee and director of the management committee, used several data to clearly depict the vitality and vitality of Tongzhou's home textile industry at the forum. At the same time, he also analyzed: "the future positioning of Nantong home textile city is to dominate the high-end home textile industry, pform the traditional industry into an advanced manufacturing industry to achieve high quality development, from the front end of the industrial chain design to the intelligent logistics at the back of the industrial chain, and every link needs to break through."

It is gratifying to note that a new engine nurtured by the Tongzhou home textile city began to exert its strength: by the end of 2015, the Nantong home textile town planning had established a micro supply market, based on the upgrading of consumption, providing personalized and high quality goods for online and offline community marketing.

Over the past two years, 520 businesses have been rapidly gathering, with a turnover exceeding 6 billion in 2017 and a breakthrough of 10 billion yuan in the next two years.

This new B2B channel based on new consumption and new retail has driven nearly 200 thousand people in the surrounding entrepreneurship and employment. The channel has effectively leveraged the pformation and upgrading of the home textile industry.

Home textile city's efforts to create a micro supply market has highlighted three highlights: first, the design of personalized.

Traditional home textile enterprises are not highly distributed, and their flower styles are relatively simple. In the market, there are 6 new flower types on average every month, which are designed with novelty and unique style. They mainly focus on European and American style, original works, digital printing, hand painted home textiles, etc.

Two, the market is fragmented.

After many years of development, Nantong home textile city has not only confined to the production of bedding, but expanded to the entire field of home furnishing.

Micro supply market operators seize opportunities and enter the market segments. At present, baby beds, floor mats, towels, ornaments and other directions have been divided.

The three is grade quality.

The micro supply market develops the acquaintance economy through social marketing, and the customer groups are mainly young people pursuing quality of life. Their requirements for product quality are higher than the conventional standards of enterprises. Therefore, according to the latest data released by Ali Co, the price of domestic textile products in micro supply market is about 210 yuan, much higher than that of Tmall home textile and 130 yuan of Taobao home textiles.

Behind the promotion of customer unit price is the new demand of consumers for product quality.

Focus on new consumption, new retail and new channels.

To grasp the trend of consumption upgrading is to study new consumption changes, study the consumption habits of young people, study the marketing methods that young people like, and do a good job in the business of young consumer groups.

In the informal discussion, every enterprise, without exception, regards micro suppliers, electricity providers and new retailers as a breakthrough in the development of high quality.

Not only that, violet is people-oriented, attention to healthy sleep, research and development of antibacterial and anti mites functional home textiles; Shen Fu Island has made breakthroughs in the automatic production of bedding product sets; golden sun has launched a new joint supply chain cooperation system, forming an integrated, flexible and rapid response to brand customers, and upgrading services.

The dream language has developed a micro supply platform for the staff, and the whole staff has been promoting micro businesses. Carrey is actively trying to cross border business new business; baekti focuses on making strong supermarket brand; blue silk feather, baomunshan line and all channel development are all trying to upgrade to high-end home textiles.

Cao Jianxin, deputy head of Tongzhou District, said that the government will increase its support in four aspects: 1., support the establishment of brand development, increase support, support the brand to international; 2. support the technological innovation of home textile enterprises, promote the two integration of intellectualization and informatization; 3. support the extension of industrial chain, especially the upward trend; 4. support the establishment of various cooperation platforms to help enterprises achieve higher quality development.

At present, in the brand matrix of Tongzhou home textiles, there are 7 well-known trademarks in China, such as violet, golden sun, San Fu Island, Lan Siyu, dream language, Qiao de and Wolong.

San Fu Island textile was appraised by the State Ministry of industry and commerce as the fifth batch of industrial brand cultivation demonstration enterprises; new Sega textile, Tang Sheng textile and other enterprises have become brand cultivation pilot enterprises.

Violet home textile has become a demonstration enterprise of "increasing variety, quality and brand" of provincial industry.

In addition, Tongzhou is also a pilot area of Jiangsu high quality product demonstration area and national industrial cluster regional brand.

After hearing the various aspects of the forum, Yang Zhaohua made a statement on behalf of the research group.

"After listening to your situation, the most urgent thing is brand problem and how to create a dynamic brand.

The essence of business is brand, the essence of brand is symbol, how to make our brand remember.

We should see that the lack of brand development is our short board.

To build a regional brand, it is necessary to have enterprise brand to support, how to layout terminal brand, manufacturing brand and regional brand, how to promote the first tier and second echelon of brand cultivation, so the government should attach great importance to it.

In recent years, we have encountered development bottlenecks, and enterprises are actively breaking through the pformation and upgrading of traditional channels.

The breakthroughs in business models should be focused on two aspects: one is the pformation and upgrading of traditional channels, the other is to actively seek for suitable development and innovation; the second is the breakthroughs in new channels, the innovation of models, and the inefficiency of the traditional B2B mode, which are no longer suitable for the development of the industry, and we should actively seek new breakthroughs.

Micro suppliers and cross-border electricity providers can actively try.

Aiming at the problem of cost pressure, enterprises should benefit from efficiency and integrate the two technologies on the basis of automation, so as to realize the development of intellectualization.

Haimen: the brand behind the biggest home textile market

Haimen owns the largest home textile market in the world, the international home textile city.

Home textile city has one, two, three core trading area, public service platform, Home Textile Museum, European style walking street and famous Plaza, boutique building, trade city, logistics center and other ten major business areas.

Construction area of about 1000000 square meters, more than 10 thousand shops facade.

There are more than 30 townships and about 1000000 people (about 300000 of them).

The position of Chinese textile industry is very important.

At present, it is experiencing the pressure of pformation and upgrading.

"There is a problem in upgrading our brand. The number of home textile market in the city is ranked first in the country. Last year, the domestic sales reached 76 billion, and the electricity supplier paction was also the largest, accounting for 70%, 40 billion last year. What makes people feel sad is that there are no famous local brands in the locals."

In the afternoon of March 20th, the research group rushed to Haimen city to conduct research and discussion. As soon as they were seated, Wang Fan, director of the Haimen Industrial Park Management Committee, began to expose the "dirty linen". Many years ago, the development of the Jieshi bridge has produced many growing home textile brands, while the large brands with industry influence are few.

In 2017, the home textile market of the Permian bridge was functioning as a whole, and the entity market was affected by electricity suppliers and micro businesses. Some small businesses and enterprises with no brand and no innovation ability had great pressure to survive.

Overall, sales in the physical market declined last year, and the development momentum of e-commerce micro businesses was faster.

There are 11500 micro businesses in the area.

In 2018, the opening ceremony was good. After the new year's day, the market purchasing trade mode continued to advance steadily. By the end of February, 95 customs bills had been cleared, and the export volume exceeded 7 million 500 thousand dollars.

By the end of February, the market turnover amounted to 13 billion yuan.

In fact, there is also a great deal of anxiety behind the prosperity of the market: small businesses are struggling on the line of life and death; the export situation is not optimistic in 2018; the cost of production factor is growing rapidly, and labor costs and raw material costs have increased by more than 10%.

In the discussion,

The head of bedding is focusing on increasing market quality sampling and supervision, improving product quality, strengthening bedside group standard construction, purifying brand culture environment, actively expanding micro channel, expanding overseas market and upgrading market service function.

"Transformation is painful, and there is no way out without pformation.

The bosses once met each other to talk about profit indicators and how much money they earned. Now, is it about your intelligence pformation? How much can you do? How about the pformation? "

Yang Huadao, chairman of the wish Home Textile Co. Ltd., has heard many bosses.

"The main market operators have become young people. Our market support services are still old ones. Will they pay the bill after 90?" Zhu Jialing, the young chairman of the home textile city, has started a new thinking and layout for upgrading the market service function.

After listening to the situation, Yang Zhaohua proposed to use the resources of the world trade association to reclaim the overseas buyers, to integrate the resources of the dealer resources, to establish the market's own database, and to achieve the accurate matching of market functions with big data.

Because of the 100 billion industrial foundation of the family bridge, the 200 thousand working group must have a good environment for ecological development so as to retain talents and sustain development.

He emphasized that the stone bridge is short of the domestic brand, and the cultivation of brand should be strengthened.

Create brand, to be multi pronged.

He suggested that home textile enterprises should not be too conservative in market development. They should dare to break through traditional channels on the basis of prudence, try new channels around the new consumption demand, and develop micro suppliers and electricity suppliers through multiple channels.