Home Textile Enterprises Find The Right Way To Break The Domestic Market According To Local Conditions

The whole year

The industry is not optimistic about the situation, many home textile enterprises are at a loss.

What kind of products do the domestic market tend to have? When will the export market rise? It will become a key problem for the next development of enterprises.

They are eager to understand the overall situation of the industry, as well as more effective coping strategies and solutions.

Look for highlights in domestic market

From the first half of 2012, the analysis of the economic operation of home textile industry is not difficult to see. Although the growth rate of domestic and export output has slowed down, the growth rate of domestic sales is still higher than that of export sales.

In the first half of this year, the domestic sales value of Enterprises above designated size increased by 20.2% compared to the same period last year, and the value of export delivery increased by only 1.3%.

Enterprises generally say that the first half of the market has better performance in the first half of the year, mainly because the enterprises have adjusted the sales strategy, mainly for the sale of public goods.

This is due to the influence of purchasing power. When most consumers choose to buy, they usually choose a medium or low price mass product purchase.

However, these enterprises also say that this is not a permanent solution. They should seek highlights and reflect their characteristics in products and channels so as to enable enterprises to continue to develop.

Sun Yong, general manager of Fu's home textiles, said: "in the first half of the year, Fu Xing performed well, with an increase of about 20%.

The brand will continue to implement the five year strategic plan of the company. Besides expanding the distribution of sales outlets nationwide, it will also pay attention to the expansion of e-commerce channels, hoping to take this as a new sales breakthrough point.

Nowadays, the development of e-commerce has become an irreversible trend in the channel structure of home textile industry, and some home textile enterprises have also gained a lot in this field.

In recent years, Fu sun home textile is in line with the development trend of the electricity supplier, and has laid the lead in the layout of the network channel. Meanwhile, it continues to carry out the industry leading innovation, and establishes the home textile online shopping mall, providing one-stop supporting soft home network shopping platform. At the same time, the heart of the interactive home experience will soon bring consumers more humane and comfortable interactive experience, so that consumers can first experience and decide whether to buy.

In this year's Shanghai

BABEI textile's next development plan has also brought inspiration and direction for the textile industry in the industry. Wang Weiyang, President of Zhejiang BABEI limited, said: "on the first day of the home textile exhibition, we received 15 customers, of whom more than 5 were cruise buyers, which had never been touched before.

Cruise ships are a blue ocean, and the fabric requirements for cruise ships are higher than those of hotels.

At present, we are not very familiar with the cruise area, and are studying further. It is possible to make an extension of cruise products in the future, but there is no doubt that the design of cruise liner will become a new growth point for BABEI's future sales. "

Find a breakthrough according to local conditions

Although the growth rate of home textile exports is not as good as domestic sales in the first half of this year, all sectors, from trade associations to brand enterprises, have been improving their export predicament through various positive ways.

On the occasion of the "2012 joy international home textile Roundtable Conference" held in Shanghai home textile exhibition, career leaders, authoritative personages and outstanding entrepreneurs from 11 countries and regions discussed the development trend, market situation and brand building of home textile industry at home and abroad. This meeting played an important role in the future development direction of Chinese textile enterprises and the construction of home textile brands.

Yang Zhaohua, President of China Textile Association, said that in the face of the international market, enterprises should adjust the structure of export products in a timely manner and consolidate the share and coverage of China's export market.

At the same time, we should actively explore new markets such as Russia and developing countries, and seek new breakthroughs in the diversified international market.

Leading enterprises in some industries have also indicated that although the export market situation is very serious this year, enterprises can alleviate pressure by adjusting channels and product mix.

Sun Yong said: "in the first half of the year, we should give full play to the comprehensive competitive advantages such as capacity, quality and reputation, and actively implement the development strategy of" pferring to the advantageous market and entering the middle and high-end market ", attacking and grabbing orders, ensuring the steady development of the major export markets.

In the Japanese market, we stick to intensive farming, expand the high-end market with high quality and diversified new products, and focus on nurturing and mining high-quality customer groups.

In the European market, on the one hand, we should improve the level of service and do everything possible to stabilize our large customers. On the other hand, we must accelerate the development of the non euro zone markets in the Middle East and Eastern Europe, to a certain extent, to ease the downward pressure on the euro area market.

In the US market, by optimizing the customer structure and increasing the development of retail customers, the order continuity and profitability can be improved.

At present, orders in the US market are more abundant than other regional markets. "

At the same time, with the help of international purchasing groups, chain supermarkets, agents and other channels, the company has stepped up its own brand sales efforts, strengthened its own product design, and gradually expanded its development space in emerging markets such as Russia, Australia, Eastern Europe, the Middle East and South America, and promoted the effective pformation of the export mode of enterprises and set up a new global marketing pattern.

Unlike most home textile enterprises, the export situation of Hangzhou klida increased steadily compared with that of last year. In the first half of this year, sales increased by 30% over the same period last year.

This year, the export market demand declined overall, but demand varieties changed little. The market structure began to develop towards new elements such as environmental protection, fashion, customization, and so on.

"In terms of channels,

Customers are beginning to bypass the middlemen or traders directly to make orders to domestic manufacturers, and channels are becoming more direct and fast, which can save part of the link costs.

Said Ewing.