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How To Make New Growth Under The New Consumption Pattern Of Home Textile

2023/6/30 13:17:00 0

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　　 On June 28, the 2023 China Home Textile Association Bed Products Annual Meeting and the Commencement Ceremony of Dieshiqiao International Home Textile Fashion Plaza with the theme of "new growth under the new consumption pattern" was held in Nantong. This conference focuses on the national policy orientation, research on the trend of mass consumption, and the hot issues in the industry created by the soft power of enterprises such as Sleeping Home Textile, Digital Home Textile, and Functional Home Textile, to jointly explore the development path of the industry in the new era, and truly "make home textile consumption hot and make the industrial economy live". This 2023 China Home Textile Association Bedding Products Annual Meeting is hosted by China Home Textile Industry Association and Nantong Municipal People's Government, undertaken by Haimen District Committee of the Communist Party of China, Haimen District People's Government, China Home Textile Industry Association Bedding Products Branch, co organized by Sanxing Town People's Government of Haimen District, Jiangsu Dieshiqiao Home Textile Industry Group, Lanjing Fiber (Shanghai) Co., Ltd Supported by Jixiang Sanbao High tech Textile Co., Ltd.

　　 New opportunities for home textile and new platform for industry

　　 In the morning, the commencement ceremony of Dieshiqiao International Textile Fashion Plaza Project (Phase IV Project) was held grandly. As a project leading the world's home textile capital into a new development platform, Dieshiqiao strives to build a landmark industry benchmark, continue to build the overall function and image of the market area, continue to expand the primacy of home textile cluster area, and achieve an all-round improvement of the architectural form, market quality, and business status of the home textile market.

　　 Guo Xiaomin, Secretary of Haimen District Party Committee of Nantong City, delivered a speech, saying that Sanxing Town is a well-known textile town and home textile town, with obvious regional advantages, distinctive industrial characteristics and broad development potential. The Phase IV project of Dieshiqiao International Textile Fashion Plaza under construction this time is a masterpiece of Haimen to implement the strategy of expanding domestic demand, grasp the consumption trend, and promote the high-quality integration and development of industry and city. When fully completed, it will vigorously attract home textile leading enterprise headquarters, well-known home textile brands, and excellent design talents, Strive to build "the world's home textile capital, global fashion center, and international trade city". Samsung Town will sincerely invite businessmen from home and abroad to go to Haimen, a hot land for innovation and entrepreneurship, and make mutual achievements with pragmatic measures, high-quality services and comfortable environment.

　　 Liu Hong, Vice Mayor of Nantong Municipal People's Government, delivered a speech, saying that Dieshiqiao, as the core of Nantong's home textile industry cluster, has formed a world-class whole industry chain cluster, and has cultivated a large number of leading enterprises and well-known brands in the home textile industry, such as Capvision, Mercury, and Southern Bedding. Its products are sold to more than 150 countries and regions in the world, and the online and offline transaction volume will reach 140 billion yuan in 2022. In particular, in recent years, the cross-border e-commerce industry of Dieshiqiao has been continuously upgraded. Dieshiqiao is no longer just a regional place name, but has become the vane of Nantong home textile industry. At this meeting, we witnessed the commencement of the fourth phase project of Dieshiqiao International Textile Fashion Plaza, with a total investment of about 2 billion yuan, an area of 196 mu, and a total construction area of about 360000 square meters. It will focus on building a famous product cluster and layout design center, a digital innovation center, a convention and exhibition center, and a business center. After the completion of the project, it will accelerate the transformation and upgrading of the home textile industry.

　　 Yang Zhaohua, Vice President of China Textile Industry Federation, delivered a speech, saying that Haimen is one of the main positions of Nantong home textile industry, which gathers tens of thousands of home textile enterprises, has a complete home textile industry chain of all categories, and the world's largest professional home textile market "Dieshiqiao" is located here. Now, Haimen is moving from "the origin of home textile products" to "the world's fashionable home textile capital". With a larger pattern, more practical measures and stronger joint efforts, Haimen is sailing to the Yangtze River Delta. This conference laid the foundation for the fourth phase of the project of Dieshiqiao International Textile Fashion Plaza, a new landmark of Nantong, and again opened the prelude to the creation of a new international fashion gathering place in Haimen and even across the country. He pointed out that 2023 is the year of "expanding domestic demand", and promoting consumption is the key to boosting the economy. The CPC Central Committee and the State Council attach great importance to consumption. This meeting is not only the most important exchange platform in the field of home textile, especially in the field of bedding products, but also an important event of "2023 textile and clothing supply promotion upgrading" and "cotton textile consumption season" by the Ministry of Commerce and the Ministry of Industry and Information Technology. He suggested that: first, we should strengthen confidence and further promote the implementation of the national dual cycle strategy; Second, we should unswervingly promote brand building in the home textile industry; Third, maintain vitality and further strengthen model innovation. Home textile, as a national economy and people's livelihood industry, is a permanent Hengyang industry. There are pressure and new opportunities. It needs new era home textile people to achieve high-quality development of the industry and constantly make new contributions.

　　 China Home Textile Industry Association and Sanxing Town, a famous home textile town in China, have frequent and close cooperation. In order to further promote the high-quality development of Dieshiqiao home textile industry and establish a strategic cooperation relationship, Zhu Xiaohong, president of China Home Textile Industry Association, signed a strategic cooperation agreement with Yuan Weitao, deputy secretary of the Party committee and mayor of Sanxing Town.

　　 At the scene, Yang Zhaohua, Vice President of China Textile Industry Federation, Jiang Dong, Member of the Standing Committee of Nantong Municipal Party Committee and Secretary of Nantong Municipal Commission for Discipline Inspection, Liu Hong, Vice Mayor of Nantong Municipal People's Government, Guo Xiaomin, Secretary of Haimen District Committee of the Communist Party of China, Shen Xudong, Deputy Secretary and Head of Haimen District, Nantong City, Qian Suomei, Deputy Secretary of the Party Working Committee and Director of the Management Committee of Nantong International Home Textile Industrial Park, Huang Weifeng, Chairman of the CPPCC Haimen District, Zhu Xiaohong, President of China Household Textile Industry Association, Xu Jiaming, Deputy Secretary of Haimen District Party Committee, Yuan Weitao, Mayor of Sanxing Town, and others jointly laid the foundation for Dieshiqiao International Textile Fashion Plaza. Dieshiqiao International Textile Fashion Plaza is not only an urban commercial complex, but also a comprehensive service platform for the whole industry chain. With the new positioning of Dieshi Bridge as "the world's home textile capital, global fashion center, and international trade city", it will ride the "assault boat" of the international textile fashion square to cut the waves and set sail.

　　 Take advantage of new opportunities to create new home textile consumption

　　 Guan Lixin, deputy director of the Institute of Circulation and Consumption of the Research Institute of the Ministry of Commerce, shared with the topic of "Analysis of consumer group trends in the new era" that enterprises are facing a "three new" market environment. First, the new pattern, the global economic recession and international relations competition have brought a severe and complex external environment, but the contribution of domestic demand, high-quality economic development, business environment optimization, and the development of technological innovation and application have brought a better internal environment. The new development pattern of double circulation has put forward higher requirements for enterprises. Second, new consumption. In the process of consumption upgrading, the consumption of education, entertainment, tourism and other services focusing on development and pleasure continued to increase; Consumers' high-level demands for social interaction, respect and self realization are increasing, and their spiritual and cultural demands are becoming more and more vigorous, resulting in emerging consumption trends, hot spots, ways and formats; Third, new opportunities, the trend of a new round of consumption change: people's need for a better life, digital led innovation and development, and the promotion of the strategic position of brand development all bring new opportunities for the innovation and development of the industry.

　　 Peng Qizhen, director of home textile of Diaoyin E-commerce, shared the new model and new opportunities of home textile industry in Diaoyin E-commerce. According to statistics, the growth rate of the dithering e-commerce home textile industry will not decrease in 2023. From January to May, GMV will maintain a high growth rate. The categories of high growth rate are quilts, kits and pillows, respectively. The new field from content to shelf is the core of the growth in the new stage. The link will be opened to carry out field linkage, thus realizing the daily average UV160 million+of the dithering e-commerce in the content field, and the intention of the dithering e-commerce in the shelf field to search for PV460 million+. Many new models of carrying goods have also emerged in the Diaoyin e-commerce platform, which is worth reference for home textile enterprises. For example, we cooperate with many talented people and use the flow of talented people to drive the sales of the mall; Multi account matrix leverages dealer resources, which can quickly expand categories through brand/factory supply chain resources, and quickly expand accounts through dealer live broadcast resources; We can also refer to the experience of Anshanfen and use the number of multi commodity to leverage the flow of the Treble Mall. The products are divided into four categories: continuous explosive products, potential explosive products, potential explosive products and marginal products, and they are optimized and adjusted according to their characteristics.

　　 As the world's leading specialty e-commerce business, Wu Jiang, the head of Vipshop Home Textile, shared the topic of "Brand Online Consumption Insight Enabling Home Textile Consumption Upgrading and Merchant Transformation". Through the precipitation and analysis of the operating data of Vipshop's platform, brand merchants in the home textile and bedding industry perform in addition to different levels of brand demand and pain points. At the same time, he proposed four key directions for home textile enterprises to break the situation on Vipshop's platform and product style: first, the mind of cotton; Second, medium and high-end quality; Third, matching the style of home decoration; Fourth, natural materials. In terms of consumption choice, the residential trend has affected the preference of users to choose home textiles. Due to the pressure of high-speed cities, urban white-collar users are pursuing more decompression home textile products. Enterprises can find the direction of product development through the keywords of "light", "soft", "beautiful" and "interesting"; Wandering tenants ushered in the era of rental renovation. They preferred home textile products with high appearance, comfort and cost performance to improve their daily life.

　　 Pei Zexin, the regional expansion manager of Amazon's global store opening, shared with the topic of "How the home textile industry has achieved more than 10 million yuan in Amazon" that the global retail e-commerce sales grew steadily, the proportion of e-commerce continued to increase, and the growth trend of consumer scale was stable. At present, China's cross-border e-commerce is in a period of rapid development. Amazon, as a well-known cross-border e-commerce platform, relies on 18 overseas sites, hundreds of millions of active global consumers, millions of corporate buyers, language, logistics, operation and other tools to support, and helps Chinese brands go abroad and provide localized services to help Chinese sellers sell their products to the world according to favorable policies. At the same time, it will provide new buyers with massive resources throughout the site, hand in hand support throughout the year, and help Chinese buyers to open global stores with one click.

　　 Zhang Hucheng, the cross-border founder of the famous Amazon seller Whale Products went to sea, shared the waterproof bedspread products as an example, and demonstrated the examples of product going to sea from five aspects: risk aversion, market analysis of competing products, refined product data analysis, sales plan, team structure construction and management, providing Chinese sellers with real first-hand reference materials for selling products to the world.

　　 At the meeting, they shared the main actions of PetroChina Kunlun hospitality in boosting cotton consumption. PetroChina actively promotes the integration of domestic and foreign trade of cotton, gives full play to the advantages of brand, channel, procurement and personnel scale, and promotes the work of "giving play to the role of state-owned units, expanding the consumption scale of cotton products group". Kunlun Hospitality and Sinopec EasyJet set up a special working group to carry out joint procurement of cotton products. In March this year, according to the unified arrangement of the Ministry of Commerce, Kunlun Hospitality was invited to participate in the launching ceremony of the "Cotton Textile Consumption Season" and signed cooperation agreements with representatives of cotton textile enterprises such as Jieliya, Luolai Home Textile and Sanli Group on the spot. In addition, we also sent an invitation for cooperation to some of the shortlisted brands of centralized purchasing, actively explored the joint development of textile category private brands, accurately launched products suitable for the needs of target customers in the channel, helped people to have a better life, and ensured that the "cotton textile consumption season" activity was effective.

　　 Zhu Xiaohong, President of the China Household Textile Industry Association, made an "Interpretation of the Current Situation and Trend of the Bedding Industry". As an important category of household textiles, from January to April this year, with the joint efforts of the whole industry, the quality and efficiency of China's bedding industry has improved, the domestic demand market has gradually warmed up, and the overall pressure is slowly growing. According to the data of the National Bureau of Statistics, from January to April, the operating revenue of the national bedding enterprises above designated size dropped by 3.37% year on year, and the profit margin was 3.60%, an increase of 1 percentage point over the same period last year; The main business income of 121 bed products enterprises tracked by the Association dropped 3.07% year on year. The current international situation is still complex and changeable. Inflation pressure in developed economies is still in place, and domestic consumption has not yet formed a significant effect. The stability and recovery of the home textile industry is still under great pressure. For the future development direction of the bedding industry, she suggested that enterprises should, on the basis of maintaining steady development, first, further improve quality and efficiency, second, improve the level of industry digitalization, third, strengthen market expansion, fourth, integrate the development of the big health industry, and actively explore new opportunities and market space around the big health, sleeping and helping the elderly industries and other fields. It is expected that the bed product industry can make full use of the favorable opportunity of the country to promote the development of the real economy, expand new channels and expand sales, so as to realize the healthy and stable development of the bed product industry.

　　 Sleeping home textile helps dreams

　　 Ge Jiangxia, vice president of China Home Textiles Industry Association, shared the idea of "Sleeping aid home textiles, new opportunities have come". She said that under the impetus of sleep demand and sleep economy, sleeping aid home textiles are facing two strategic opportunities: first, external opportunities. The big health industry has helped the rise of sleeping aid economy. The "Healthy China" proposed by General Secretary Xi Jinping has been upgraded to a national strategy, The epidemic has also accelerated the rapid layout of the health industry, and the "sleep economy" has become one of the largest outlets for health consumption. The second is internal opportunities. Under the double circulation pattern, sleeping home textiles accelerate to enter the market. Bedclothes, as the most direct bedding supplies, should become the main force to improve people's sleep quality and promote the development of sleep economy. She proposed that China Home Textile Association planned to launch the "China Sleeping Home Textile Industry Alliance" in combination with new opportunities and trends, and sincerely invited all institutions and enterprises interested in the development of sleeping home textile industry to jointly promote the integration of production, learning and research of sleeping home textile, guide a scientific and healthy way of sleeping, release a report on sleeping home textile, carry out research and development, promote product excellence, display and promote Docking exchange, standard construction and other related activities to jointly promote the healthy development of the sleeping home textile industry.

　　 Wang Guangming, Secretary General of the China Sleep Conference, interpreted the "Research on the Current Situation of Chinese Sleep and Countermeasures", and the sleep problem, especially staying up late, has received widespread attention at home and abroad. Therefore, through investigation and research, it is found that people's sleep shows the following five characteristics: first, they cannot extricate themselves from staying up late; Second, the energy deprivation caused by the absence of the rest mechanism; Third, work and rest time is kidnapped by work; Fourth, not only at night, but also during the day; Fifthly, the internal and external environment affects the changes of sleep factors. From this point of view, the improvement of work and rest can not always be attributed to self-discipline. The improvement of sleep problems requires the joint efforts of the social side and the product side, This is also a new opportunity for home textile enterprises in the future.

　　 Zhu Chunshen, the new retail director and CEO of Joyful Group, shared the topic of "Research and Exploration of Sleeping Home Textile Products". As a professional enterprise dedicated to building a closed-loop sleep health management system centered on scientific and technological sleeping products, intelligent sleep monitoring equipment, and CBT - I digital therapy for insomnia, Joyful Group proposed two solutions. First, scientific and technological sleeping products create comfortable sleep, Scientific and technological sleep products, represented by intelligent warmth, intelligent support and muscle bottom touch, provide all-round care for the ultimate sleep experience; Second, smart medicine creates healthy sleep, and uses AI · CBT-I insomnia digital therapy to manage healthy sleep, supplemented by a team of professional sleep consultants and intelligent sleep detection products, to improve insomnia. Based on the above two plans, Painted Sleeping has created more series, such as Smart Painted Warm, Cool in Summer/Warm in Winter, Smart Bearing, and Bare Skin, to bring consumers a healthier and more comfortable sleep experience.

　　 "Numerous" and "smart" home textiles, improving quality and efficiency

　　 Li Ning, the deputy general manager of Huansi Smart Technology Co., Ltd., shared the "exploration of digital transformation of the home textile industry". In view of the pain points of the industry enterprises, in the face of the current complex and changing market situation and the pressure of transformation and upgrading, Huansi helped the clothing and home textile enterprises transform from manufacturing to service manufacturing through new business models and technology models, enabling enterprises to transform and innovate. The industrial application architecture built by Huansi includes intelligent decision-making, production management, business management, digital Internet of Things, digital Internet of Machines, and digital Internet of People. The factory intelligent manufacturing adds enterprise business to the industrial Internet application through the three series connection modes of the Internet of Things, the Internet of Machines and the Internet of People to realize visual management, which can effectively solve the problems such as uncontrollable order delivery date, difficulty in managing complete sets of materials, low efficiency of department collaboration, difficulty in accounting performance management data, real-time feedback and analysis of production and business data, so that data can drive business and production, Improve the efficiency and competitiveness of enterprises.

　　 Liu Chang, the chief operating officer of Qingdao Canaan Meidi Household Products Co., Ltd., shared the topic of "Canaan Digital Transformation Road". In view of Canaan's own transformation and upgrading needs, he found that the ability to improve "supply chain efficiency" is the only way to fight against the rising cost of labor and raw materials in the industry, improve competitiveness and survive. Therefore, Canaan began to improve product capacity The digital transformation and upgrading centered on cost capacity, production capacity, and delivery capacity, with the purpose of reshaping the company's operating system, found the "man hour" measurement, developed the "process man hour digital industry" APP, and achieved the digitalization of management through the design of process benchmark, man hour benchmark, processing cost benchmark, and management benchmark. In the future, Canaan will establish an efficient and intelligent platform for sharing resource information to achieve full process data management; Establish a self running management and operation system to meet the market demand of small batch and multi variety quick response; Complete the transformation from manufacturing industry to service industry, and provide customers with full process integrated precision services; In the future, new industry standards will be created to promote globalization.

　　 Zhang Jin, the general manager of Jiangsu Dieshiqiao Zhifang Internet Technology Co., Ltd., shared the application of Zhifang Internet products in the home textile industry. This big data application platform focusing on the services of small, medium-sized and micro enterprises in the home textile industry, online modules, Zhifang Internet has a smart textile mall that can conduct drainage and merchant display, and an online TDC that can conduct raw material big data retrieval and share design brain services, Including intelligent textile services such as plate finding, centralized purchase/agent purchase services, order matching, and value-added services such as financial services and logistics warehousing services; In the offline module, Zhifang Internet has established thousands of square meters of surface and auxiliary materials TDC to label the raw materials in various places. Through the TDC, the rich fabric SKUs are displayed in a centralized manner, and the information channel of Keqiao and medium and large surface and auxiliary materials is opened, so that merchants can easily understand and obtain rich raw materials in different places and shorten the purchase cycle of raw materials.

　　 Functional home textile, innovation driven

　　 Xue Jinliang, the head of the business development department in China of Lanjing (Shanghai) Fiber Co., Ltd., wrote "The Butterfly of King Fiber - Tencel" ? As the pioneer of global lignocellulosic fiber enterprises, Lanjing's sustainable corporate strategy has always led the fashion field. In terms of product research and development, Lanjing launched Tencel ? Lyocell LF 2.0, which is the product of Lanjing Tiansi ? The upgraded version of Lysell LF fiber not only has Tencel ? With all the characteristics of Lyocell LF fiber, the fabric effect is smooth and soft, which can bring continuous comfort to sensitive skin, and more silky touch. After upgrading, it has triple unique touch, texture and charm: cool and silky, warm and comfortable, more wearable products, and unique beauty, which can be widely used in the overall household concept series. This kind of beauty needs Tiansi ? The ideal fabric type and fabric surface were determined at the beginning of the research and development of Lyocell LF 2.0, bringing a variety of presentation effects to the final textile.

　　 Shi Jianjun, the general manager of Hangzhou North Swan Down Home Furnishing Co., Ltd., shared "the application of North Swan's anion down in the home textile field". As an enterprise dedicated to the research and development of "healthy" down sleep products, North Swan created a healthy down sleep concept, and became a supplier of bedding and linen for the Beijing Winter Olympics in 2022. In order to achieve real healthy down sleep, North Swan extracts elements with negative ion release function from ores, and organically integrates them with natural down through nanotechnology. The generated negative ion down can permanently release rich negative oxygen ions, and has won the national invention patent. The negative oxygen ions released from the negative ion ecological duvet of North Swan can purify the air, remove formaldehyde, improve sleep and other effects. Combined with the unique down production process - Yourong+, the product's bulkiness can be increased by 20%, and the cleanliness can reach 1000+. It can effectively remove the peculiar smell of the duvet and inhibit the growth of bacteria, especially the peculiar smell of duck down, In normal use, it reaches the level of "insensitive".

　　 Ma Xiaofei, the general manager of Jixiang Sanbao High tech Textile Co., Ltd., shared "the application of bionic velvet new materials in the field of home textile". Jixiang Sanbao is committed to the research, development, design, production and sales of functional new materials, and is in a leading position in the field of functional textile materials such as heat insulation, heat preservation, antibacterial and flame retardant. He shared three new materials suitable for home textile field, and used experimental methods to make the audience feel on the spot. The first is high warmth bionic velvet, which can be used in winter quilts, summer quilts, spring and autumn quilts, sleeping bags, etc., with good bulkiness and feel, excellent warmth retention and washing resistance. The second is extremely cold thermal velvet, which can absorb the heat energy of the external environment and store it in the fiber under light and heat conditions, and make the human body feel continuously warm through infrared reflection, so as to realize the high thermal insulation material with strong fast heat feeling, and meet the military and civilian requirements in the clothing and home textile fields under extreme cold weather conditions. The third is the poly lactic acid environment-friendly velvet, which is natural, environment-friendly and biodegradable, and has excellent characteristics of anti-bacterial, anti mold, anti allergy, skin friendly and breathable. It can be applied to infant series, household clothes series, sports and leisure cotton clothes series, and household bedding products series.