The home textile industry in 2013 is facing opportunities and challenges. Previously, Yang Zhaohua, president of the China Household Textile Industry Association, analyzed the current status and development trends of the industry and proposed three major strengths for the home textile industry in 2013: expanding domestic demand, stabilizing exports, and promoting innovation. Among them, “promoting innovation†undoubtedly puts forward the requirement for enterprises to seek cross-border cooperation and open up new channels. Here, our reporter refines the nine highlights of channel textiles in the first half of 2013. It is both an affirmation of the achievements and an expectation for the second half of the year. The advantages and disadvantages of the inventory will help the company to be better, faster and more Steady progress. Highlight 1 Wedding home textile sweet lead News replay: "2013" is considered a good year for marriage because of the homonym "Love you for a lifetime". Many newcomers chose the wedding date in 2013, which makes this year's wedding Home Textiles ushered in a small sales peak early. At the beginning of the new year, the reporter visited Beijing Dawang Road, Wangfujing and Xidan three business districts to discover that wedding home textile products are popular in the market. Luo Lai, Meng Jie, Fu Anna, Huang Jin, Roccafu and many other brands have a variety of wedding bedding products (marriage bedding decoration renderings) sales, and launched discounts, buy gifts and other preferential measures, earned a gratifying sales. According to statistics, during the three-day holiday of New Year's Day, the number of people purchasing wedding supplies and per capita consumption were higher than the same period last year. The person in charge of Beijing Xinguang Tiandi Home Textiles Zone told reporters that today, in the four wedding needs of wedding, natural replacement, housewarming and group purchase, wedding demand has become the most rigid demand. Moreover, as the main consumer group of the wedding market, compared with the 60s and 70s of the current year, the bedding products of the new house are more particular, which will greatly promote the sales of wedding home textiles in 2013. On New Year's Day, 3 days, some brand counters wedding home textile sales accounted for 50% of the total sales, and most consumers buy wedding bedding in the 8,000 yuan to 15,000 yuan. In addition to Beijing, wedding home textiles in Tianjin, Henan and other markets have also shown a sweet lead. Reporter's comment: Wedding home textile is the highlight of home textile design in recent years, and it is also a big growth point for home textile sales. With the change of people's concept of home, especially home textile consumption, more new people will pay attention to the quality and design of wedding bedding. Therefore, wedding home textiles will also become the winning point of home textile brand sales. For the promotion of wedding home textiles, enterprises must first seize the right time. Most people buy wedding home textiles early on the premise of marriage, so the promotion time should be slightly advanced, and the election will be held before the wedding peak period. Secondly, we must take advantage of the strength of the discount, so that the margin of profit should be able to attract customers without losing profits. Looking at the wedding market in recent years, consumer demand and marriage costs are increasing year by year. According to this calculation, in 2013, the sales volume of wedding home textiles in the second half of the year is still worth looking forward to, and the wedding home textile market will also be expected. It is a sweet position that the company sticks to. Highlight 2 Home textile group buying momentum News replay: On the eve of the Spring Festival, the reporter learned from the markets of Beijing, Henan and Jiangsu: In the spring home textile market, group buying is definitely the mainstay. Looking at the major shopping mall counters, specialty stores, wholesale markets, almost all well-known home textile brands have launched their own unique group purchase home textile gifts, and there are no small price concessions to attract buyers. The large group of gift-purchasing gifts such as Luolai Home Textiles has set up a group purchase area in the counter to display a series of products. The reporter learned from the counters of Meng Jie, Meng Lan, Luo Lai, Hui Yi Home Textiles, etc. The sales of group-purchased gift home textiles ushered in the peak sales on the eve of the new year, and sales accounted for 50% to 70% of the total sales of counters. From the point of view of group purchase sales, the four-piece set of bedding products has the largest demand and the sales are the hottest. Judging from the purchase of people, large and medium-sized enterprises are big buyers of group buying home textiles. Xue Weicheng, chairman of Luolai Home Textiles, said that gift group buying is a relatively young, but fastest-growing emerging business for home textile companies. Home textile enterprises should break through the traditional development model, and the gift group purchase model will be an important strategic position for continuous innovation and development in the future. Reporter's comment: Home textile group purchase, compared with previous years, there is no small improvement. The reason for this is that the home textiles are both practical and decorative, making them the most popular gifts. From the industry's earliest involvement in the group buying field and the establishment of an independent department for the professional operation of Luolai Home Textiles, we can also glimpse the secret of the gift group purchase price is far lower than the market retail price, but also the channel to win: compared to shopping mall counters, specialty stores and e-commerce The sales cost of the gift group purchase is the lowest, and the logistics package is the whole vehicle shipment. Excluding the profit of the gift partner, there is not much cost, so the price can be very low. According to industry analysts, in the next 10 years, the annual growth rate of the home textile consumer market will not be lower than 20%, and for every one percentage point increase in per capita consumption, the annual increase in demand will reach more than 30 billion yuan. It can be foreseen that the home textile gift market has broad prospects and unlimited business opportunities. Highlights 3 E-commerce help channel transformation News replay: The continuous expansion of online shopping crowds has spurred the rapid development of the home textile e-commerce industry. In recent years, the channels for consumers to purchase home textiles have shifted from offline terminals to online stores, making the annual sales of home textiles business easily exceed the 10 billion yuan mark. At present, in the textile spinning business circle, the market competition situation has been basically clear, and the offline brands represented by Luo Lai, Fu Anna and Bo Yang are paying more and more attention to e-commerce and occupying the high-end market of online shopping; The network brand represented by Nantong Home Textiles Base firmly occupies the low-end market with the cost advantage of Nantong Home Textiles Market. The channel is the most connected link with the terminal and plays a vital role in the development of the brand. As pressures such as rising costs and rising rents are highlighted, competition in traditional channels is becoming more brutal. When traditional channels encounter lows, the power of e-commerce is self-evident for the home textile industry. Reporter's comment: In 2011, home textile e-commerce was first-in-a-life, but it was a blockbuster; in 2012, home textile e-commerce was everywhere, and the fierce competition was like the warm current in winter. According to statistics, in 2012, Taobao platform sold 13.1 billion yuan of home textiles, an increase of 102.2% compared with 2011. In 2012, global B2C e-commerce sales exceeded $1 trillion for the first time and is expected to reach $1.29 trillion in 2013. In 2012, the scale of China's online retail market transactions reached 1,320.5 billion yuan. In 2013, this figure will exceed 1.8 trillion yuan. In the economic downturn, e-commerce has created new miracles again and again, and it has brought more opportunities and possibilities for the channel layout and integration of home textile brands. There are 247 million online shopping users in China, surpassing other countries in the world including the United States (170 million). Under the temptation of this huge cake, the transformation of the home textile enterprise channel, the road to e-commerce is inevitable. More importantly, e-commerce is no longer just a brand new sales channel, but also a new way for consumers to know the brand and understand the brand. Highlight 4 pattern investment channel News Replay: On March 12th, the first day of the China Needle Club will be held. The 2013 Wei Ke Home Textiles Brand Upgrade Conference and New Product Launch Conference will be held in the “Boundary: The more natural, the more comfortableâ€, the famous movie star Ma Yiqi Airborne On-site help, to speak for the "Vico" brand that he endorsed, became a highlight of the scene, attracting many fans to pursue and professional audience to stop and enjoy. The legendary home textile brand “Avon Ting†from Hong Kong, as the first brand of Hong Kong and even South China Home Textiles, has written a myth of “Home Textile Creative Kingdom†with its 40-year brand history and won the trust and trust of its partners. In the third year of the home textile industry, the true love family launched the channel model of “one body and two wingsâ€, which changed the problem that the home textile channel relied solely on retail, the efficiency improvement was difficult, the promotion was slow, the franchisees had heavy operating burden, and the store closing rate was high. It attracted a large number of franchisees; it also proposed a change in the profit model of home textile terminals, and shouted the slogan of “opening a store and sending a storeâ€. Lin Xiaojian, general manager of the brand, said that in 2013, the company first implemented regional focus on market development goals, and improved the market share of local areas one by one to achieve a change from quantitative to qualitative; second, focus on the core of blankets (blanket decoration renderings) Business, supporting bedding, realizing the individuality of product structure, and getting out of the industrial dilemma of product homogeneity. Reporter's Comments: Stars help out, talk about history, unique design, franchise discounts... Many "creative ace cards" of enterprises are all for "investment wars." Whether it is to showcase the major exhibitions in the industry, or to hold the company's own new product launch conferences and order fairs, investment is undoubtedly the “emphasisâ€. It wants to stand out among the many exhibitors and strive for higher attention, thus attracting more. Partners, earn more product orders, then the on-site investment activities are naturally unique, so that people do not have the wonderful, this is also a magic weapon to attract customers. Highlight 5 Creative marketing breaks through bottlenecks News replay: There are many brands in the home textile industry, and the competition for product homogenization is intensifying. While developing new products, expanding marketing channels is a difficult problem for enterprises. When the sales of traditional home textile channels are becoming increasingly saturated, how to explore new channels to help marketing, the following companies have successfully tested the water. On April 9th, Jumenglai Home Textiles officially settled in WeChat, bringing a new way of interpersonal interaction and communication for the home textile industry. This is another public communication platform after the home of Weimengjia Textile. On May 7th, the “15 Years†event hosted by 黛富妮家纺 opened on Weibo, which caused a nostalgic style and attracted wide attention from netizens. Sha Sha Home Textiles has entered the TV shopping field. In the 60-minute special session of Hunan Satellite TV Happy Shopping and Beijing Satellite TV Premium Gold, a total of four different categories of products were launched. Among them, the sales performance of the two products of Xivia and Lihua was outstanding. Reporter's comment: The home textile industry has never lacked marketing skills. Today, the electronics field has become a new marketing channel for many home textile companies. Publishing new products and promotional information on Weibo and WeChat, and launching various activities are becoming an important way for enterprises to interact with consumers, and at a relatively low cost. A large number of "fans" also let the company enjoy it. In addition, with the rapid development of China's entertainment industry in recent years, entertainment marketing is becoming a new marketing method for the home textile industry. Looking back at the sponsored advertisement of the "Fu Anna" brand in "I am a singer" just after the end of the show, it is the high awareness of the program that has gained widespread consumer awareness. As a reference, many powerful home textile companies can also consider the Dongfeng of entertainment programs to start their own brands, but when choosing a program, they should also pay attention to the degree of cooperation with the company's strategy and product image and the expected effect of the program. Single Seater Sofa,Single Couch Sofa,Love Sofa,Single Sofa 3 Seater Foshan City Misirui Furniture Co., Limited , https://www.fsmisiruifurniture.com