Focusing On The Overseas Layout Of Home Textile Enterprises, Transmitting New Development Plans And Ideas

On November 20, the 2024 China Home Textile Conference and the third enlarged meeting of the seventh council of China Home Textile Association was successfully held in Qingdao, Shandong Province. At the same time, two parallel forums were held with the theme of "cross-border e-commerce and home textile enterprises overseas layout" and "home textile technology and service innovation in the new era".

At present, cross-border e-commerce has become an important part of promoting the development of China's international trade. Cross border e-commerce and the home textile industry belt support each other and synergize at the two levels of industrial and trade development. from Wu Yongxi, Vice President of China Household Textile Industry Association Presided "Cross border e-commerce and overseas layout of home textile enterprises" forum We will discuss international productivity and international channel system, promote the integrated development of cross-border e-commerce and industry, boost the overseas layout of home textile enterprises, and provide new solutions and ideas for enterprise transformation and upgrading.

　　 Zhao Mingxia, Director of International Trade Office of China Textile Industry Federation With the theme of "the current status and trend of international trade in the textile industry", we shared the influencing factors, development trends and suggestions of the textile industry export, and provided forward-looking guidance for home textile enterprises in terms of cross-border and overseas layout. She pointed out that at present, the industry is still in the recovery cycle, facing economic pressure and fierce competition, the foreign trade situation of the textile industry is complex, and the channels are also constantly changing. In general, China's textile industry has strong competitiveness in the whole industry chain, but faces the trend of rising costs and supply chain diversification.

She suggested that the industry should pay attention to the impact of population growth slowdown, economic growth slowdown and expansion of application fields on demand, as well as the impact of the application of artificial intelligence technology, data resource factorization and changes in the international procurement supply chain on the industry. In terms of overseas layout, enterprises can plan overseas production layout to avoid risks, while maintaining the R&D capability in the core link of the domestic industrial chain to maintain close contact with the international supply chain.

　　 Duan Qihao, Head of Amazon's Key Account Development and Operation Team in North China With the theme of "Interpretation of the Status Quo and Trends of Home Textile Cross border E-commerce", this paper introduces the scale of major categories of home textile and the characteristics of terminal consumer demand, providing home textile enterprises with operational strategies and overseas business development direction for the layout of cross-border e-commerce platforms. He said that the growth of the global home textile category slowed down, but kept pace with the global GDP growth. The market growth in China, North America, Europe, the Middle East and other regions varied, among which the curtain category grew faster. In the North American market, consumers prefer products with high cost performance, and bedding and carpet categories show strong growth; European consumers pay more attention to the comfort and quality of products and maintain a steady growth in the category of curtains and carpets; The Japanese market has high brand loyalty and high online repurchase rate, but it has strict requirements on quality.

The growth trend of online sales is obvious, especially the global penetration rate of e-commerce platforms such as Amazon is expected to reach 20%. He said that at present, when enterprises choose Amazon for cross-border e-commerce, they can not only have a better customer acquisition platform, but also obtain professional support from the key account expansion team for Chinese sellers, including comprehensive guidance Fine management, such as cost estimation and professional advertising team, helps home textile enterprises go to sea in a "one-stop" manner. At the same time, he also suggested that cross-border e-commerce businesses also need to emphasize the importance of brand positioning and quality, focusing on quality and brand building.

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Cross border e-commerce and overseas layout of home textile enterprises

Panel Discussion

The meeting was also held by Zhao Mingxia Presided "Cross border e-commerce and home textile enterprises overseas layout round table forum" 。

Discussion on the theme of "international productivity"

In the discussion of the theme of "international productivity", three guests shared their insights and practical experience in the overseas development of enterprises.

Taking European and American countries as main markets Hangzhou Kelida Home Textile Co., Ltd The main exports include sand release, outdoor fabrics, bedding, pillows, curtains and a series of products with equal design and quality, which can meet the needs of different consumers in the European and American markets. Today, Kelida is building factories in Egypt's Suez Canal Special Economic Zone, President Youen School He said that for the investment and construction of factories in Egypt, firstly, enterprises need to consider cost issues in the process of international trade, including expected costs, communication costs, delivery, tariffs and other issues, need to establish strong enterprise management, and must consider new forms of trade change; Second, Egypt has rich labor resources and price advantages; Third, Egypt has the advantage of geographical location, with smooth logistics and trade routes, which is very convenient to Europe and the United States. At the same time, he also suggested that attention should be paid to respecting local religious beliefs and living habits when building factories abroad.

As the first state-owned home textile enterprise in Shanghai to invest and build factories in Ethiopia, Africa, Ni Guohua, Secretary of the Party Committee and Chairman of Shanghai Longtou (Group) Co., Ltd The global layout and transnational operation path of the enterprise are summarized as follows: governance in Europe and the United States, cost materials in Asia and Africa, integration in China, and global sales. In many aspects of design, manufacturing and core processes, European and American enterprises are relatively high-level. Enterprises should make full use of the relevant resource advantages of the European Union, the labor cost advantages of Asia and Africa, and the regional market. At the same time, he also said that enterprises should be sensitive to strategic judgment. Focusing on the country's strategic layout of the Belt and Road Initiative, they can enjoy supporting policies that match the country's strategic development direction. In the process of going to sea, they can "take advantage of the situation" to achieve "more food for one dish" and greatly reduce the operating costs of integrated enterprises.

　　 Qingdao Canaan Meidi Household Products Co., Ltd As a practical group that has been put into production in Southeast Asian countries for many years, General Manager Zhou Xiaohui He said that the layout of overseas production needs to establish a long-term strategic pace. At present, enterprises investing and building factories abroad face the following problems: first, the stability of workers is poor, which requires more time and education costs, and complex processes are difficult to achieve rapid implementation. Only when the customer is stable, the order is stable and the process is stable can the labor cost advantage be brought into play. The second is the challenge of the industrial chain. At present, Southeast Asia is also facing the rise of comprehensive operating costs such as rent costs and staff overtime costs. Enterprises need stable orders to be able to absorb these costs.

Discussion on the theme of "international channel system"

During the discussion on the theme of "international channel system", the four guests shared their ideas on helping home textile enterprises develop overseas channels and build an operation system.

As a manufacturer brand, Vosge Group is now widely known in overseas markets, and has won a good reputation among customers for its high quality and strong service. Yu Conghai, Deputy General Manager of Voday Group Co., Ltd He said that as a "national brand" that went global earlier, adjusting measures to local conditions became the business secret of Voday to explore overseas markets. In the international market, Vogel keeps an eye on the market dynamics, grasps the market demand, strengthens customer communication, regards the international economic and trade rules of elevation standards, and takes every opportunity to strengthen order receiving. At the same time, we will focus on accelerating technological transformation in the international market, increasing the proportion of high-value orders, promoting the continuous optimization of market structure and customer structure, and making every effort to ensure the stable growth of the international market.

　　 Sumeida Textile Co., Ltd Over the years, we have been deeply engaged in the field of household textiles and household goods, and the total number of employees at home and abroad has exceeded 1300. Gu Yan, Director of Overseas Supply Chain Development and Senior Manager of Business Development Department It said that Sumeida Textile actively expanded overseas online sales channels, continued to improve supply chain coordination and operation management level, improved customer experience and promoted overseas business growth by taking advantage of Amazon's cross-border e-commerce platform. At the same time, the company attaches great importance to overseas services, takes users as the center, complies with the trend of enterprise globalization layout and increasingly diversified demands, and deepens the supply chain service system.

Zhongdi Home Textile is deeply rooted in the Japanese market, and is currently one of the largest companies exporting Chinese soft home furnishings to Japan, with products all over Japan's major shopping malls. Wang Xiankun, General Manager of Marketing Center of Zhongdi Home Textile Co., Ltd The company shared its experience in opening up the Japanese market and its analysis of overseas investment. In view of the Japanese market, many places, in combination with the research and development of multi-functional textile fibers and the application and development of other new materials and new technologies, continue to launch health care and healing products with high performance to achieve high cost performance, serving consumers' health, comfortable sleep, and creating a happy living space. The company enjoys a high reputation in Japan for its keen market insight and meticulous service ability.

Relying on cross-border e-commerce, Zhejiang Jinchan Fabric Co., Ltd Last year, the sales volume in the US market reached 60 million US dollars. On average, one in ten American families used the "Golden Cicada Curtain". Yang Wei, General Manager of the Company According to the introduction, the curtain market in the United States is very different from the domestic curtain market. The domestic curtain market is mainly customized, while the U.S. curtain market is mainly finished. To do a good job in cross-border e-commerce, every enterprise needs to strengthen learning, be familiar with cross-border e-commerce platform policies, regulations, rules, etc., form a strong team, match original and unique products, lay a good foundation for the platform, and make good achievements in the subsequent product output stage.

(Source: China Household Textile Industry Association)