Yang Zhaohua: "Consumption Upgrading" Promote Home Textile Industry Promotion
2019-01-30 11:02:43
"In the 12th Five-Year Plan period, the Chinese national textile industry will shift from the consumption growth phase to the 'consumption upgrade' phase." Yang Zhaohua, president of the China National Textile Association and Vice Chairman of the China Textile Promotion Industry Branch of the China Council for the Promotion of International Trade, pointed out in an interview recently: "The next five years The home textile market will grow at a double-digit rate." Under such circumstances, how will the home textile industry get a share? How will China International Home Textiles & Accessories Fair conform to this situation and continue to improve and enhance it?
Focusing on the improvement of the terminal enterprises in the textile spinning and weaving industry, the brand enterprises in the retail terminal found that a single category of products can no longer meet the needs of consumers, and they cannot meet the needs of franchisees.
At present, among the retail outlets in the home textile industry, commodities are still scattered, and consumers cannot achieve one-stop shopping. This is extremely inconvenient. Whether it is from the perspective of satisfying consumers or meeting the needs of franchisees, it is imperative to introduce “everybody spinning†into the terminal industry.
It is to see the problems in the retail terminal of the home textile industry. In recent years, the China National Textile Show and the China National Textile Industry Association have been actively promoting the concept of “everybody spinningâ€. “Since last year's exhibition, we have tried to introduce wallpapers, decorations and other categories of exhibits.†Yang Zhaohua said that some leading home textile companies have also made useful attempts. Fu Anna, ESPRIT and other brands launched their home textile products at the previous textile exhibition. In addition to traditional home textile products such as bedding, pajamas and towels, umbrellas, cups, vases, and candle holders matching home textile products were also displayed. Jewelry boxes and other products. The overall home has become a new trend in the development of the home textile industry.
“We are currently only setting up a prototype for home textiles. This year's Home Textiles Show will be based on last year. In addition to the integration of traditional home textile products, we will further extend our products to surrounding products and implement in depth the concept of textile spinning and soft decoration through integrated marketing. Channels, to make one-stop service better and better at the same time to achieve the sharing of information resources, co-prosperity and a win-win situation, so that the concept of "everybody spinning" solid ground." Yang Zhaohua told reporters.
The company embarked on the upgrading of its brand management operations in the 12th Five-Year Plan. Domestically produced products cannot fully meet consumer demand after consumption upgrades. We need to introduce more foreign products. At the same time, China’s domestic demand market has become increasingly attractive to foreign investors. Therefore, the number of foreign companies in the Home Textiles Exhibition has gradually increased. This year, the International Pavilion has increased to one and a half galleries. The exhibition pavilions of Pakistan, South Korea, Italy, India and other countries made their debut. The exhibition was organized by Austria, Belgium, Denmark, Germany and other European joint exhibition groups. The size of the Turkish pavilion was more than doubled from last year. The Spanish pavilion, the first Once in the form of a pavilion, the Greek pavilion was also the first exhibitor. The international level of the show was further highlighted.
"With the consumption upgrade in the domestic home textile market, consumers need more product categories, and more of our brands must begin to take the road of brand management and step up their transformation and upgrading, and structural adjustment." Yang Zhaohua emphasized that companies only produce their strongest products. The categories and own weaknesses are outsourced so as to maximize the profits of the company. We must recognize the fact that some products may be more expensive to produce than themselves.
Today, we see that some of the brands in the shopping malls are very rich in product lines, including towels, aromatherapy, bathrobes, pajamas, etc. Some of these products are produced by foreign companies for our own brands.
In fact, some of our large brand companies have hundreds or even thousands of outlets in China. Some European small businesses have seen the strength of domestic companies and the advantages of their market channels and are willing to OEM for China. Chinese companies must gradually transform themselves from producers to operators and greatly enrich their home textile product lines.
Emphasis on channel innovation has always been, Yang Zhaohua attaches great importance to channel innovation. He hopes that more good brands will not only display new products at the show, but more importantly, display their innovation in channels and strong support for channel distributors and give the industry a direction.
Yang Zhaohua told reporters that now the industry has achieved certain results in channel innovation. Everybody textile specialty store has also appeared in the market. The shop is no longer just renting or selling a venue, but implements a buying system. Home textile brand products are regrouped to avoid homogenous competition.
“Our professional markets and department stores all need to innovate in channels and complete the transformation and upgrading by adjusting the internal structure.†Yang Zhaohua pointed out that there are now more than 130 professional markets for home textile products in China. Many professional markets are exploring channel innovations. Nantong has done so. The Baicheng Baijie Project intends to create 100 home textile streets in 100 cities and promote brand upgrading through channel upgrades.
“Professional markets have to take on the role of brand incubators,†Yang Zhaohua said. Professional markets often cover a variety of high, medium, and low-end brands. To promote brand upgrading through market transformation and upgrading, low-end brands move toward mid-range brands and mid-range brands to high-end brands.
Research and development of home textile products with Chinese characteristics Nowadays, we have more and more companies that buy paintings abroad and hire foreign designers. However, companies must face the Chinese market after all. Therefore, products in the Chinese market should meet the needs and preferences of the Chinese people. This is why China International Home Textiles Exhibition insists on exhibiting intangible cultural heritage and is preparing to industrialize it. “We hope that by enhancing the status of the intangible cultural heritage in the home textile industry, designers will draw inspiration from the 5,000-year history and culture of China and carry out original designs, so that more design forces can understand the connotation of traditional Chinese elements. Yang Zhaohua said.
This year, we will continue to promote intangible cultural heritage. Yang Zhaohua emphasized that China's national textile products must seek inspiration from Chinese elements to refine and sublimate, instead of copying and translating, to see blue-and-white porcelain copying blue-and-white porcelain into products, and discovering that Chinese red is becoming popular and using Chinese red mechanically. The product lacks a soul and cannot reflect Chinese characteristics. We hope that the home textile design can find inspiration from the Chinese elements rather than copying, and the Chinese elements will be refined into the brand's own style.
Although this year's Home Textiles Fair will cooperate with Italy's Constantine Corporation to publish trends, the show organizers strive to localize the fashion trends.
Guiding the consumer consumer home textile market has great consumer demand, such as 1% of the annual urban population, 36 million sets of guaranteed housing, 12 million pairs of newlyweds, 6 million newborns, as well as nursing homes, medical care, hotels, recruits Enlisted and so on.
From the current situation, the consumption of home textile products is not very optimistic. Towels are changed every 3 months. Only 17% of the population in large and medium-sized cities such as Beijing and Shanghai can do it. However, the frequency of changing towels in second and third tier cities is much lower, and only 30% of people change towels in half a year. 50%.
In order to enable the home textile industry to gain a share in the future consumer market, Yang Zhaohua believes that the Home Textile Association should promote healthy consumption and fashion consumption, strive to guide the consumer market, educate and nurture consumers, and enable consumers to develop a healthy and healthy life. Habits, while stimulating the consumer potential of the home textile market. In June, the Association will distribute free-to-market consumer handbooks to guide consumers in the proper use of towels and bedding.
Focusing on the improvement of the terminal enterprises in the textile spinning and weaving industry, the brand enterprises in the retail terminal found that a single category of products can no longer meet the needs of consumers, and they cannot meet the needs of franchisees.
At present, among the retail outlets in the home textile industry, commodities are still scattered, and consumers cannot achieve one-stop shopping. This is extremely inconvenient. Whether it is from the perspective of satisfying consumers or meeting the needs of franchisees, it is imperative to introduce “everybody spinning†into the terminal industry.
It is to see the problems in the retail terminal of the home textile industry. In recent years, the China National Textile Show and the China National Textile Industry Association have been actively promoting the concept of “everybody spinningâ€. “Since last year's exhibition, we have tried to introduce wallpapers, decorations and other categories of exhibits.†Yang Zhaohua said that some leading home textile companies have also made useful attempts. Fu Anna, ESPRIT and other brands launched their home textile products at the previous textile exhibition. In addition to traditional home textile products such as bedding, pajamas and towels, umbrellas, cups, vases, and candle holders matching home textile products were also displayed. Jewelry boxes and other products. The overall home has become a new trend in the development of the home textile industry.
“We are currently only setting up a prototype for home textiles. This year's Home Textiles Show will be based on last year. In addition to the integration of traditional home textile products, we will further extend our products to surrounding products and implement in depth the concept of textile spinning and soft decoration through integrated marketing. Channels, to make one-stop service better and better at the same time to achieve the sharing of information resources, co-prosperity and a win-win situation, so that the concept of "everybody spinning" solid ground." Yang Zhaohua told reporters.
The company embarked on the upgrading of its brand management operations in the 12th Five-Year Plan. Domestically produced products cannot fully meet consumer demand after consumption upgrades. We need to introduce more foreign products. At the same time, China’s domestic demand market has become increasingly attractive to foreign investors. Therefore, the number of foreign companies in the Home Textiles Exhibition has gradually increased. This year, the International Pavilion has increased to one and a half galleries. The exhibition pavilions of Pakistan, South Korea, Italy, India and other countries made their debut. The exhibition was organized by Austria, Belgium, Denmark, Germany and other European joint exhibition groups. The size of the Turkish pavilion was more than doubled from last year. The Spanish pavilion, the first Once in the form of a pavilion, the Greek pavilion was also the first exhibitor. The international level of the show was further highlighted.
"With the consumption upgrade in the domestic home textile market, consumers need more product categories, and more of our brands must begin to take the road of brand management and step up their transformation and upgrading, and structural adjustment." Yang Zhaohua emphasized that companies only produce their strongest products. The categories and own weaknesses are outsourced so as to maximize the profits of the company. We must recognize the fact that some products may be more expensive to produce than themselves.
Today, we see that some of the brands in the shopping malls are very rich in product lines, including towels, aromatherapy, bathrobes, pajamas, etc. Some of these products are produced by foreign companies for our own brands.
In fact, some of our large brand companies have hundreds or even thousands of outlets in China. Some European small businesses have seen the strength of domestic companies and the advantages of their market channels and are willing to OEM for China. Chinese companies must gradually transform themselves from producers to operators and greatly enrich their home textile product lines.
Emphasis on channel innovation has always been, Yang Zhaohua attaches great importance to channel innovation. He hopes that more good brands will not only display new products at the show, but more importantly, display their innovation in channels and strong support for channel distributors and give the industry a direction.
Yang Zhaohua told reporters that now the industry has achieved certain results in channel innovation. Everybody textile specialty store has also appeared in the market. The shop is no longer just renting or selling a venue, but implements a buying system. Home textile brand products are regrouped to avoid homogenous competition.
“Our professional markets and department stores all need to innovate in channels and complete the transformation and upgrading by adjusting the internal structure.†Yang Zhaohua pointed out that there are now more than 130 professional markets for home textile products in China. Many professional markets are exploring channel innovations. Nantong has done so. The Baicheng Baijie Project intends to create 100 home textile streets in 100 cities and promote brand upgrading through channel upgrades.
“Professional markets have to take on the role of brand incubators,†Yang Zhaohua said. Professional markets often cover a variety of high, medium, and low-end brands. To promote brand upgrading through market transformation and upgrading, low-end brands move toward mid-range brands and mid-range brands to high-end brands.
Research and development of home textile products with Chinese characteristics Nowadays, we have more and more companies that buy paintings abroad and hire foreign designers. However, companies must face the Chinese market after all. Therefore, products in the Chinese market should meet the needs and preferences of the Chinese people. This is why China International Home Textiles Exhibition insists on exhibiting intangible cultural heritage and is preparing to industrialize it. “We hope that by enhancing the status of the intangible cultural heritage in the home textile industry, designers will draw inspiration from the 5,000-year history and culture of China and carry out original designs, so that more design forces can understand the connotation of traditional Chinese elements. Yang Zhaohua said.
This year, we will continue to promote intangible cultural heritage. Yang Zhaohua emphasized that China's national textile products must seek inspiration from Chinese elements to refine and sublimate, instead of copying and translating, to see blue-and-white porcelain copying blue-and-white porcelain into products, and discovering that Chinese red is becoming popular and using Chinese red mechanically. The product lacks a soul and cannot reflect Chinese characteristics. We hope that the home textile design can find inspiration from the Chinese elements rather than copying, and the Chinese elements will be refined into the brand's own style.
Although this year's Home Textiles Fair will cooperate with Italy's Constantine Corporation to publish trends, the show organizers strive to localize the fashion trends.
Guiding the consumer consumer home textile market has great consumer demand, such as 1% of the annual urban population, 36 million sets of guaranteed housing, 12 million pairs of newlyweds, 6 million newborns, as well as nursing homes, medical care, hotels, recruits Enlisted and so on.
From the current situation, the consumption of home textile products is not very optimistic. Towels are changed every 3 months. Only 17% of the population in large and medium-sized cities such as Beijing and Shanghai can do it. However, the frequency of changing towels in second and third tier cities is much lower, and only 30% of people change towels in half a year. 50%.
In order to enable the home textile industry to gain a share in the future consumer market, Yang Zhaohua believes that the Home Textile Association should promote healthy consumption and fashion consumption, strive to guide the consumer market, educate and nurture consumers, and enable consumers to develop a healthy and healthy life. Habits, while stimulating the consumer potential of the home textile market. In June, the Association will distribute free-to-market consumer handbooks to guide consumers in the proper use of towels and bedding.
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