Home Textiles: Stability And Development Are Both Opportunities And Challenges.

In the past 2019, China's home textile industry faced with changes in the external international situation and internal consumption. On the one hand, it actively carried out structural adjustment. On the one hand, deepening the supply side reform, stabilizing and developing simultaneously, and opportunities and challenges.


This year, home textile industry from theory to practice, from internal to external, from industry to cluster, from transboundary to integration...... It not only resisted the pressure brought by the changes in the international situation, but also achieved a slight increase in export volume, and actively expanded outward to seek more opportunities. It not only kept steady running under the trend of slow growth, but also made some home textile enterprises break through the inherent mode, built new channels, and achieved innovation and development. What is worth mentioning is that some home textile enterprises began to sink to a broader three or four line or even five line city market and occupy the initiative and initiative of industrial development.


From theory to practice


The overall operation of the industry is stable and enterprise innovation will seize opportunities.


In 2019, the external environment of industrial development is complex and changeable. Industry enterprises are also in the critical period of transformation and development. For this reason, the China Textile Association has further promoted the industry survey, operation analysis and industrial research work. With data as support, the development of each stage of the industry has been summarized and predicted.


To this end, the China Household Textile Industry Association issued the "2018/2019 China home textiles industry development report". The report shows that in the crucial period of building a moderately prosperous society in an all-round way, the home textile industry has carried out structural reforms in depth on the supply side, and the industry has been steadily improving.


Recently, according to the statistics released by the Ministry of industry of China Textile Association, in 2019, the domestic textile industry was affected by factors such as cost pressures and uncertainties in the international situation, and the industry efficiency growth slowed down. Domestic and foreign sales pressure continues to deepen, domestic sales are better than export sales. Industry profit growth slowed down, profit margins decreased compared with the same period last year. In addition, in 1~10 months, the number of domestic textile exports increased by 1.45% over the same period last year, and exports to Asia, North America, Europe and Africa increased. The export volume of bedding, blankets, food and textile products and curtain products increased faster than the overall level.


In recent years, with the deepening of the structural reform of supply side, it has become the consensus of many home textile people that the overall quality of home textiles has been greatly improved by focusing on improving quality and efficiency, strengthening innovation drive and accelerating industrial transformation and upgrading. In 2019, the home textile industry made a big step in improving quality, promoting standards and leading the league.


In 2019, the all national standards committee completed the examination and approval work of seven national and industrial standards such as the classification of household textiles, etc. the line and sub standard committee completed the examination and approval work of six industry standards such as the "elastic band". The towel sub standard committee approved the industry standard of the digital printing towel, and discussed the existing towel standard system combing and streamlining the optimization plan and the 2020 annual standard plan project. At the beginning of the year, the 5 group standards related to home textiles were formally implemented, including "boutique cotton bedclothes", "goose feather quilt", "quality towel", "towel health usage guide", "bedding polyester cotton jacquard transfer printing cloth". In September, during the convening of the "2019 China home textile quality conference and the annual meeting of Standardization Committee of China Textile Group", the meeting approved the adoption of 4 Home Textile Group standards, including embroidered bedding, boutique textiles in hotels, household cloth slippers, and textile shower curtain. Previously, the "finished curtain", "water repellent oil repellent antifouling furniture textiles" and "disposable cotton wash towel" and other groups have also been approved. Among these criteria, some belong to the series of quality standards that enhance the quality of products; others belong to the standards that the market urgently needs to fill.


From industry to cluster


Home textiles activities have their own advantages, gathering resources and activating the market.


The more the economic environment is depressed and the consumer market is low, the more important is the docking effect of the trade activities. The more prominent the ability to stimulate the market vitality and potential, the more obvious the effect of leading the consumption trend.


In 2019, the activities of home textile industry were abundant. From the statistical data collected by the organizers, the results reached or even exceeded expectations. Exhibitors and spectators also responded that they had achieved the purpose of brand promotion and the effect of investment promotion through exhibition platform. And with the rise of new consumption, all home textile exhibitions are actively starting from the needs of spectators and exhibitors, adapting to the changes of the consumer market, innovating into new species of finished curtains, using the exhibition + Forum + activities of various service modes, linking up the upstream and downstream industries, and integrating resources across industries and fields, leading enterprises to seek new paths for transformation and upgrading, and help the industry achieve high quality development.


In many professional exhibitions held in the home textile industry, each exhibition has its own focus and highlights. From different product categories and service perspectives, the market atmosphere is enhanced and the industry development is boosted. Among them, the 2019 spring and summer home textile exhibition is mainly based on home textile products, and is linked with four major exhibitions of fabrics, garments, yarns and knitted fabrics, and the upstream and downstream of resonance industry. 2019 the autumn and winter home textile exhibition has been successfully held for 25 years this year. During the 25 years, the home textile exhibition has been constantly innovating and developing, leading the industry to open the "big household" development mode. At the same time, the local exhibitions sponsored or co sponsored by China Textile Association are also closely linked to the pulse of industrial development and actively innovating. In March and August respectively, the two seasons of spring and autumn were held at the Haining home fair, Yuhang fashion show and Shaoxing Keqiao China Textile City curtain fabric exhibition. In addition, the "one on the road" import and export commodity trade exhibition and Qinghai Tibetan carpet international exhibition, the international Bio Industry Fair and the twelfth China Jiang Jiang painting fair were also successfully held. These local exhibitions are gradually transforming into quality and fashion, which fully display the new technology, new technology and new products of the new home textile industry in the new era.


At the same time, the regional brand influence of various home textile industrial clusters has been greatly improved, and the governments of various clusters have also played a lot of thinking in promoting the development of the industry. In 2019, the industry has done a lot of work and Research on promoting the construction of the world class cluster of textile industry. At present, 3 home textile industrial clusters in Haining, Zhejiang, Shandong, Binzhou, Jiangsu and Nantong Haimen Industrial Park have been recognized as co constructing the leading zone of world-class industrial clusters. The next walking industry will give full play to the demonstration effect and leading effect of these regions, realize the transformation, upgrading and sustainable development of industrial clusters, and push the industry to extend to the high-end value chain.


At the end of last year's 2019 national textile industry cluster review conference, the China Textile Federation confirmed 197 regions in Haicheng, Liaoning Province, and presented the award to the national textile industrial cluster pilot area. Among them, more than 20 home textile industrial clusters were identified as pilot areas of textile industrial clusters and were awarded honorary titles.


During the convening of the 2019 "one belt and one road" fold stone bridge import and Export Commodity Fair, the national textile industry cluster exchange meeting was held. Nearly 20 responsible persons from the home textile industry cluster and the professional market participated in the discussion. We explored the development trend of the industrial cluster together, and combined with the current situation, we made clear the next step of the work development ideas, helping the industrial clusters to achieve high quality development.


The development of industry has led to the development of clusters, and the development of clusters has also led to the development of the industry. In 2019, the whole home textile industry achieved an important promotion in training designer talents, inheriting and flourishing industrial culture, and actively promoting product design, research and development. In 2019, the "Zhen Ze silk Cup" competition, the 2019 "Zhang Jian Cup" China International Home Textiles product design competition and the "Haining home textile Cup" 2019 China International Home Textiles Creative design competition has been greatly improved than in previous years.


The "2020 China home textile fashion trend" led by the China Home Textile Association, the 2019 "home textiles Intangible Cultural Heritage Exhibition" and the 2019 "fiber art exhibition", with the theme of "weaving and embroidering language" as the theme, have further expanded their influence.


From inside to outside


Adjusting the structure to respond positively, deepening the supply side is the key.


Compared with 2018, the "Sino US trade frictions" escalated in 2019, and discussions on related topics continued from the beginning of the year to the end of the year. Recently, Sino US economic and trade consultations have made progress. Overall, the uncertainty has declined and the textile industry has been improving. As early as the beginning of 2019, the China Textile Association proposed that deepening the structural reform of the supply side is an effective way to deal with uncertainty, and has always guided enterprises to exert their efforts from both ends of the supply side and the consumer side to carry out product structure adjustment and market structure adjustment. Especially in the face of the impact of "Sino US trade friction", enterprises should actively respond to, continuous innovation, enhance core competitiveness, produce more products with technological content, green environment and fashion trends, which is the most effective way to solve the difficulties.


At the same time, the China Home Textile Association has also organized and analyzed the composition of the US home textile market, the export situation of China's textile products to the United States and the impact of trade friction on the export of domestic textiles in China through the compilation of a large amount of data and feedback information from enterprises. Combined with the changes in the current situation and the needs of the industry, the research work on Sino US trade frictions has been deepened and relevant research reports have been completed.


Part of the textile export enterprises affected by trade friction also timely integrated strategies to cope with changes in the international market. Such as the use of international supply chain management advantages, and maintaining innovation and improving the competitiveness of enterprises, the adverse effects of trade friction have been minimized. Hippocampal carpets vigorously expand overseas markets, further intensify the development of the Asia Pacific and European markets, expand export share, and reduce the impact of tariffs in the US market. The mountain carpet has diversified development to the high end by adjusting the product structure, and actively developing other international markets to make up for the impact of tariffs imposed by the United States on exports.


At the same time, the home textile industry also leverages "one belt and one road" to further promote overseas layout, and constantly injecting new energy into industrial upgrading and development. In the past few years, the China Textile Association has been inspecting many countries in collaboration with the enterprise group, of which more than 20 countries are "one belt and one road". In 2019, because of the more complex and changeable international economic environment, the willingness of home textile enterprises to "go out" is particularly strong. The international scope of investigation and communication is broader. With the platform of "one belt and one road" initiative, the global layout is carried out actively and steadily. On the basis of respect and communication, we build the common values of enterprises, broaden the international vision, pay attention to social responsibility, and get new opportunities for development. The proposal of the "one belt and one way" initiative not only encourages single imports but should be two-way. Meanwhile, with the deepening of industrial integration, people will no longer be competitors but partners.


In 2019, the China Textile Association also took an active part in international trade activities, strengthened its exchanges with the home textile industry organizations and enterprises all over the world, set up a platform for cooperation and promoted foreign trade. In March, the China Textile Association visited Panama, Chile and Argentina with China Textile Association to understand the investment and development of Chinese textile enterprises in Latin America, the potential and demand of the Latin American textile market, and further promote mutually beneficial cooperation between China and Latin American countries in the textile industry. In July, at the invitation of the Ministry of Commerce of Pakistan, the China Textile Association visited Pakistan and visited three cities in Islamabad, Lahore and Karachi to further promote trade and investment between China and Pakistan. In September, the China Textile Association led a group to visit Europe, visited the Constantine design studio in Florence, visited the Paris home exhibition and conducted in-depth docking with Austria Lenzing Co to understand the essence of Sino European home textile design culture, promote the integration of home textile design between China and Europe, and expand the collaboration ability of home textile supply chain.


From cross boundary to integration


Cooperation will usher in development opportunities. The new track race has been opened.


In recent years, cross-border integration has become an important promoter of channel innovation and industrial integration in the home textile industry. In 2019, from industry associations to enterprises themselves, they are actively developing new cross-border channels. In the spring and autumn two home textile exhibition, the Chinese home textile association and Tmall home textile joint home textile brand cross the boundary. At the exhibition, the theme of the exhibition is "25 hours of comfort and addiction". Home textile enterprises also make use of the vast domestic and overseas designer resources provided by the exhibition platform, and actively seek design crossover and innovative product design.


At the same time, the China Home Textile Association has also led the home textile enterprises and the furniture industry to achieve cross domain cooperation. Through direct contacts, visits and exchanges, and "one to one" communication, China Home Textile Association has precisely matched demand, so that cross-border cooperation can truly land. In addition, the China Textile Association and the China Sewing Machinery Association and the China Textile Machinery Association have initiated the establishment of the "home textile intelligent manufacturing innovation alliance". Through organizing exchanges, conducting consultation and promoting collaboration, we have discussed and discussed the latest development of industrial development and changes, sewing process requirements, new technology and new facilities, and intelligent factory construction, providing information platform for the three party enterprises to enhance understanding and promote personalized collaboration. The cooperation between the association and the Haier group has further stepped up, breaking the business model of the traditional industry's upstream and downstream businesses, forming a win-win platform for washing machine enterprises, home textile enterprises, detergent enterprises, etc., to realize value added and resource empowerment for the resource side and platform side, and provide users with the whole process solution.


As early as 2013, China's home textile industry association promoted the concept of finished curtain consumption. At that time, the finished curtain was only a concept in China. Later, through the industry guidance and market cultivation of China Textile Association, the development of finished curtain industry finally achieved success. In 2019, finished curtain has become the development trend of home textile industry. The whole industry is promoting the transformation and upgrading of curtains. The concept of "whole house customization" and "one-stop service", the awareness and willingness of enterprises to create brands are constantly increasing. And the choice of brand management as the strategic positioning of the development of cloth enterprises, is bound to move towards the standardization of finished curtain road.


Of course, from the production end to the channel end to the consumer side, there are still many problems faced by the fabric enterprises. In the present, cloth art enterprises must first realize specialization and differentiation, transform their business philosophy, build brand as the goal, and then go out of their own way according to their own advantages and market changes, and find suitable positioning and division of labor in the links of production of cloth, finished products, and product sales, and then do fine and strong work. Finally, the curtain cloth industry will be promoted to a high quality development.


To this end, the China Household Textile Industry Association has done a series of work around the market promotion of finished curtain. In March, during the spring and summer textile exhibition held in Shanghai, the "curtain finishing opportunities" forum was held. In April, the standard conference of finished product curtains was convened. In May, the Keqiao finished curtain exchange meeting and the Chinese brand fabric association were established. In August, the finished curtain exhibition area was unveiled at the autumn and winter textile exhibition in Shanghai, the standard curtain press of the finished products curtain and the future development trend forum of the curtains were held. In the same period, the Tmall home textile was broadcast live on the exhibition site, and the finished curtain was used to interpret the "Z generation player home red net live broadcast" and "changing curtains for a home".


It is foreseeable that in the future, enterprises that take the lead in realizing industrialized standard finished curtain production will surely become the leading enterprises in the industry.


At the same time, direct broadcast is the highest way to buy and transform at present. The benefits it can bring are much more than that of traditional electricity suppliers. The way of quick transaction is also pushing up the entire supply chain. It is very important and necessary for home textile enterprises to make profits in the air gap, upgrading product quality, realizing quick response and optimizing cost-effective products. At the same time, enterprises should also pay attention to the live broadcast of the scientific concept of home textile consumption, and really affect the consumers at the C end.


In 2019, home textile enterprises kept up with the trend of market consumption and caught the direct seeding draught. During the "double eleven" period, mercury, fuanna, Luo Lai life, Meng Jie, many love, Bo Yang, Sheng Ti and other brands have opened live rooms, the highest number of about 3000000 people. During the autumn and winter family textile exhibition, the exhibition also introduced resources such as jitter, pepper, Ying Ke, a live broadcast, Taobao live broadcast, Tmall and other live and short video platform resources, and invited 17 webcast live live shows. The new measures will usher in new opportunities for development, and the new track will open a new competition in the future.