Ten Changes In China's Textile Industry

In recent years, China's textile industry has been in the "double high" (high cost, high risk) environment, in the "cold" and "hot" (cold capacity thermal technology, cold high heat consumption, cold processing hot brand, cold In the game of quality heat innovation and cold friction heat synergy, we insist on innovation and seek development, and strive to improve the "technical contribution rate" and "brand contribution rate" to achieve a sound and rapid development of the industry.

Despite the recent difficulties and challenges faced by China's textile industry clusters and enterprises: the appreciation of the renminbi, the depreciation of the US dollar, rising labor costs, rising raw materials prices, lower profits, increased pressure on energy conservation and emission reduction, etc., it is also necessary to face hotel hotels in the post-Olympic period. Group buying and cooling, the rise of Southeast Asian competitors and other adverse effects, but they did not blame the people, passive waiting, but actively face, seeking a breakthrough. Under the joint efforts of the whole industry, the Chinese textile industry is quietly “changing its face” and exhibits the following ten major changes.

A change of business began to pay attention to soft power improvement

Yang Donghui, vice president of China Textile Industry Association and president of China National Textile Association, pointed out at the beginning of this year that the challenges are tangible and unavoidable, and the opportunities are intangible and fleeting. Home textile enterprises should fully understand the changes in the environment, make strategic adjustments in a timely manner, seize the fleeting opportunities, and “get it”. The key to “being a good place” is the soft power of the enterprise. The soft power is a combination of strategy, thinking, culture, image and team building. Paying attention to and improving the soft power of enterprises is the key to improving the core competitiveness of home textile enterprises.

For example, some home textile companies have not yet formed their own unique position in the management of brand culture, failing to make their brand image deeply branded in the hearts of consumers. Mainly manifested in: brand culture concept and product style asymmetry product promotion and consumption cognition asymmetric market positioning and product image asymmetry product image spokesperson and product style positioning crowd asymmetric corporate brand promotion time and product market Achieve time asymmetry and more. Because of these asymmetries, companies and brands cannot be effectively operated. However, some big brand companies have begun to pay attention to the brand culture and market positioning, the positioning of consumer groups, and build a brand, improve brand contribution rate and begin to study how to effectively manage brand culture.

Most of China's home textile enterprises are family or private enterprises. In the initial stage of enterprise development, the boss can control the development of the enterprise by its own strength. When the enterprise develops to a certain scale, it is difficult to guarantee by the strength of one person. The healthy development of the company. Whether there is a strong team is also a threshold that home textile companies must cross. In this regard, companies such as Shandong Vosges, Fujian Jialis and Xixi have set a benchmark for us. These three companies are located in less developed regions, but they have developed very well because they have a good team and a good corporate culture. They have formed a widely recognized value system and become the driving force of the company. .

Two transformations and upgrades become development themes

2008 is a year in which the home textile industry and enterprises face many difficulties and challenges: the appreciation of the renminbi, the depreciation of the US dollar, the rising cost of labor, the rising prices of raw materials, and the decline in profits have made China's textile industry clusters and enterprises face unprecedented survival and development pressures.

However, they did not wait passively, but actively faced, seeking ways to break through and solve problems. Transformation and upgrading have become the adjustments of many enterprises according to their own circumstances. Many large enterprises conduct diversified operations, and some small and medium-sized enterprises adjust product mix, increase product added value, and conduct differentiated competition.

On the one hand, Haining, Nantong and other industrial clusters organized home textile enterprises to actively face the pressure, jointly plan the transformation of business strategy, achieve collective innovation and development of the industry, and strive to get out of the “surrounded city” where the export volume of home textiles shrinks and profits fall. On June 4 this year, Tongzhou City's private home textile enterprise brand alliance was formally established. It is an industry organization that combines joint, professional, self-discipline and non-profit, and is the spokesperson and executor of the Tongzhou home textile brand.

On the other hand, many companies rely on the 'city' to reduce dependence on foreign trade. Some brands have entered large-scale shopping malls, and some companies are expanding sales in the domestic professional market. They have transformed themselves into the path of domestic trade and intend to open up new space in the domestic market. There are also some companies that are deploying new sales channels to tap market potential and strengthen sales capabilities. They are reluctant to build up the domestic low-end professional market, but to start the brand and enhance the competitiveness of the company. For example, Haining Xinhui Fabric Co., Ltd., by changing its concept and innovating its development ideas, has locked the cushion of this home textile as a characteristic of enterprise development and promoted the transformation of enterprises from foreign trade to domestic trade. For example, Haining Yijia Aijia Textile Co., Ltd. was committed to enterprise transformation and opened up the domestic market two years ago. Now it has opened a number of chain stores across the country.

Three changes to achieve sustainable development through innovation

Today, the fierce competition in the home textile industry market, how to get out of a maverick development path is a real problem in front of every enterprise. Therefore, innovation has received the attention and practice of the company, and it has become a common practice in the industry.

In recent years, management, system and technological innovation have become important measures for home textile enterprises to transform their economic growth mode, which has promoted the steady development of the home textile industry. Many home textile enterprise operators seek innovation from strategic management to innovate in production and technology, adjust product structure, improve product quality, and strengthen product design. Innovation enables companies to enhance their core competitiveness, and also allows companies to achieve significant growth and high market returns.

Many companies also participate in Frankfurt, Turkey, Belgium and domestic professional home textile exhibitions, timely grasp the fashion trends, enhance the sensitivity to the changes in home textile demand, communicate and actively explore in the development, so that product innovation is not only market-oriented, but also Can firmly grasp the positioning of high-end demand in the local market.

In the process of the development of the entire industry in the future, the innovation of brands, design, talents and other elements can not be less.

Four changes in home living museum show lifestyle

In the past two years, the product system of “Women Spinning” and “Big Home” has emerged in the industry. The product design pays more attention to the creation of the overall home atmosphere. Various home textile living museums, home living museums and home textile concept museums have sprung up. Many home textile companies' showroom design is a typical home living museum, bedding, curtains, carpets, pajamas, nightgowns, kitchen and bathroom textiles, and even lamps, furniture and tableware also reflect the matching, creating a whole warmth. Harmonious atmosphere.

The reporter has visited the flagship store decorated by Vosges Home Textiles Co., Ltd., which is like a home textile fabric, and the home textile products are dazzling, and it is a home textile living museum. Large decorative fabrics, bedding, small to small home decorations, such as fabric aprons, napkin boxes are coordinated and unique, reflecting the aesthetic and atmosphere of product design. Different household products, the display methods are also different, highlighting their respective tastes and aesthetics. The products in the museum are both Chinese and Western, with both traditional Chinese classicism and modern European and American styles, which are very popular among domestic and foreign merchants.