Editor's Note: On October 11, 2016 China Cloth Professional Committee Annual Meeting was held in Zhejiang Yuhang Brand Fabric Headquarters Base. More than 100 industry organizations and fabric companies were involved. Different from the formal formal meeting of the annual meeting, this annual meeting is held in the form of a relaxed salon. It does not limit the theme and keywords, so that entrepreneurs can talk freely and exchange ideas and directions for fabric model innovation and channel innovation under the current situation. .
Industry high-end talk
Channel innovation is imperative
Yang Zhaohua, President of China Household Textile Industry Association
I believe that the cloth industry should carry out channel innovation from three aspects.
First, the transformation and upgrading of traditional channels. Head of Alibaba, Jingdong Mall and other electronic business platform have expressed, curtain cloth products in the electric business sales weak, because the fabric of mainstream sales channels is the next line, if the offline mode to do online, is bound to work. Therefore, it is necessary to transform and upgrade traditional channels.
Second, really get through O2O. Now, the online and offline sales of home textiles are actually “two skinsâ€, and there is no real integration. If the industry wants to develop better, it needs to achieve online and offline integration.
Third, realize cross-border and integration of channels. At present, the home textile industry has achieved initial cross-border cooperation with the furniture industry, interior architects and building materials industry, with good results. In the long run, only the whole industry and all links in the entire industry chain will benefit, and the industry can achieve sustainable development.
Therefore, the realization of cross-border integration of channels is not only a matter for the cloth industry, but also a major event for the entire textile industry.
Traditional channels are still mainstream in the next 10 years
Huang Jinquan, President of Guangdong Home Textiles Association
Now, China's entire economy is facing a downward trend, so the fabric industry is also facing a huge development bottleneck. In fact, in addition to being affected by major environmental factors, the fabric industry itself has many problems, such as overcapacity and insufficient innovation. If the industry wants to get out of trouble and return to the stage of healthy development, it needs constant innovation. Innovation includes many aspects, such as product development, production, operation management, and channel construction.
Among them, channel innovation is a top priority. I believe that China's curtain retail market is unique in the world. China's curtain wholesale market model is rare in other countries around the world. So many traditional channels have contributed greatly to the development of the industry. However, the traditional market is currently showing a recession, but I think that in the next 8 to 10 years, traditional channels will remain mainstream.
At present, the e-commerce platform is hot, and many fabric companies are eager to try, but this emerging, promising and potential big market also has shortcomings and limitations. For example, curtain fabric products require a scenario experience, but it is difficult to achieve on e-commerce platforms. Relatively speaking, traditional channels with experiential marketing capabilities have a great advantage. In order to give full play to the advantages, the entire decoration industry and the cloth industry are now developing in the direction of soft decoration. However, the level of soft design of each enterprise is far from meeting the needs of middle and high-end consumers, so the soft decoration design of the fabric retail channel is improved. The level of curtain matching has become an important topic in traditional channel innovation.
At present, there are two main channels in the fabric industry, one is the e-commerce platform, and the other is the cross-border integration platform for the overall soft furnishings of the big home. Among them, the cross-border integration platform has appeared five years ago and has formed a trend in the industry. In the early days, real estate developers and property management companies were the main competitors of fabric companies on this platform, but now many designers and decoration companies are entering the industry and cutting off corporate customers, which is for us. A severe test. However, I think we will know more about the curtains, whether it is variety, style, production, furnishings, and accessories. Therefore, I believe that fabric companies can cooperate with designers and decoration companies to achieve complementary advantages.
There are many aspects to channel innovation, but I think traditional retail stores should still be the main channel. Through continuous efforts, I believe that in the next 10 to 20 years, the fabric industry can move from the current height to another height.
Cloth big coffee says so
Cloth enters the era of competition
Lu Wenlong, Chairman of Zhenbei Group
I am afraid that the fabric industry may disappear. Now, in addition to the retail big coffee in the industry, the survival of small fabric companies is unsustainable, and many businesses have been “robbed†from the source.
I began to enter the fabric industry from 1990, before the curtain fabric product regardless of good or bad quality, and finally into the hands of the consumer prices are very high. In Yuhang and Haining, Zhejiang, the pricing of products has doubled, but the production companies have not made too much money, because the model is wrong, and the large amount of development costs can not make the price fall.
At present, most fabric manufacturers only have a gross profit of 20%, and this number will shrink more and more in the future. I believe that more than half of the companies in the fabric industry will die in the future, and eventually there will be no more than 10 companies in the industry. This situation is very serious.
Nowadays, the days of traditional channels are not good, which forces companies to explore new channels. To this end, after entering the hot Internet channel, we have newly developed a set of digital technology technology FAB home Internet of Things ecosystem. In the past, due to its own characteristics, the Internet is difficult to relate to the user experience, and fabric products just need to provide consumers with experience, so we researched and developed the ecosystem to enhance the user experience.
Next, we set the development goal as cross-border and achieved it through Internet means and its end technologies. At present, we have signed a cooperation agreement with Luolai Life, and we are preparing to launch a personalized custom model in the “Double 11†Tmall Mall. In terms of new channel expansion, I think we should turn our competitors into partners, because in the current era, if companies want to survive, they will either be integrated or integrated.
Create an industry closed-loop system
Hu Zhongyue, Chairman of Haining Zhongyue E-Commerce Co., Ltd.
As the first Internet platform in the curtain industry, the growth of “curtain home†is divided into four stages: the first stage is “desert landscapeâ€, also called the barbaric growth period; the second stage is “finding oasisâ€, mainly from the user's thinking. Think about it; the third stage is “forest oxygen barâ€, the focus is on innovation; the fourth stage is fusion innovation.
In the "desert landscape" period, we face three pain points: manufacturers, stores, and users. For the pain points of the manufacturers, we use the "supply side" thinking mode to establish an industry model, mainly to do subtraction. For the pain points of the store, we will adjust the existing stores to establish brand awareness before March next year. For the user's pain point, it will combine the advantages of online and offline, making the product price transparent, shopping convenient and fast, and having service guarantee.
In the "Find Oasis" period, we focused on allowing users to get green and healthy products, and through the Internet and information technology, the establishment of split systems, ERP systems, logistics systems and intelligent systems. In addition, in the process of terminal transformation, the use of two-way thinking, first use platform thinking to integrate resources, and then use the brand's operating mode to operate the store, making the store become an experience and service store, all product prices, system standards and services are Made from the curtain to the home.
In the "forest oxygen bar" period, the focus is to open up the channels of manufacturers and users, directly allowing manufacturers to face users. At the same time, create a home fabric environment and establish a soft environment for service soft environment. Promote industrial development through the design, exploration, operation, formulation, and input of technology from the curtain-to-home platform model.
In the final "innovation integration" period, the Internet ecology and traditional industry ecology are integrated to form a closed loop, creating a closed loop system of standardized, efficient and orderly home textile fabric industry and Internet integration innovation.
Package sales model
Hu Meiyou, Chairman of Shenyang Jiayi Fabric Company
Now, the economic downturn in each region of the country is different. In Liaoning Province, the downturn in the big environmental economy has brought tremendous pressure on enterprises. This year, the manufacturing industry in Liaoning Province has experienced an unprecedented shutdown and closure. The economic situation is very severe and companies feel very insecure.
Changes in market uncertainty, brings the invisible pressure risk, especially for labor-intensive industries, due to increased labor costs, reducing passenger traffic market sector, enterprises need to be adjusted in many ways. First, reduce intermediate links, improve work efficiency, and enhance the cooperation of the entire industry chain in the upper, middle and lower reaches. Second, standardize custom curtains and expand the market promotion of finished curtains. Third, the implementation of the "optional package-style finished curtain mode", for the 80 ~ 120 square meters of the room, the package price of 3999 yuan; 120 ~ 150 square meters of the room, package pricing 4999 yuan, 5999 yuan, such a promotion, for For consumers, it is easier to accept. Fourth, complete the automation of the entire industry chain production and processing. On the whole, for fabric companies, under the uncertain market environment factors, enterprises should actively explore adjustment methods to achieve innovative development.
The demand for finished curtains is considerable
Chen Yunguo, Chairman of Shanghai Jin Furong Curtain Co., Ltd.
The finished curtain industry has tremendous pressure and momentum in the development process. Among them, the pressure has three main points: First, the product specifications are particularly large, such as the width of 2 meters, 2.5 meters, etc., the fine curtains have more specifications, ranging from 1.5 meters to 7.5 meters. In terms of height, it is also subdivided into 2.3 meters, 2.4 meters, 2.5 meters, etc., even 5 meters. Second, it is difficult to customize curtain shop cooperation. Third, the production of finished products cannot keep up.
At the same time, there is a lot of motivation for the development of finished curtains. First, to meet the convenience, simple, intuitive and fast shopping needs of consumers. The second is to eliminate the complicated and cumbersome production and sales process of traditional custom curtains for the franchisees, which is less difficult, time-saving, labor-saving and worry-free. Third, the market demand is large.
It’s a good idea to be a good cloth.
Yu En School, Chairman of Hangzhou Kelida Cloth Co., Ltd.
Twenty years ago, when we went abroad to see their fabric products, we were excited because we had never seen such a "good cloth", but now it is not, because we also have the ability to produce good cloth. But it should not be overlooked that most of the fabric products sold on the market are too homogenous, so I suggest that companies still have to do their products well. There is an article in Buri, and the good cloth is still far from coming out. Manufacturers, distributors and designers should not complain that the market environment is not good, because we have not produced a good cloth that makes consumers feel excited. In addition, the current sales channels and models of the industry are still too singular and lack innovation. In fact, the fabric industry can work with many industries across the border, such as the coatings industry, wallpaper industry, real estate industry, design colleges and so on. Therefore, in addition to doing a good job, companies need to think about and innovate sales models, learn to integrate and share, combine resources, create a shared economy, and achieve joint sales.
Must be strong, not necessarily big
Deng Yuanjin, Chairman of Guangzhou Yuanzhicheng Home Textile Co., Ltd.
I believe that the production and sales of enterprises must learn to adapt to market changes. For fabric companies, the first thing to learn is to control the scale. In the past few years, the industry and enterprises have been emphasizing to be stronger and bigger, but now I think that enterprises must be strong but not necessarily big. In Europe, I have visited many textile fabric companies, and have not found a fast-growing enterprise. They do not emphasize the speed and scale of the company's development, but focus on the stability of the company and the innovation of the product.
At present, many companies blindly produce many product categories in order to be big, but they neglect the individualization of products. At present, our company produces as many as 19,000 products, because we currently have more than 600 five-star hotels in the world, and we have tailor-made for each hotel project. Therefore, although the number of products is large, it is a personalized product. Tailor-made products will be the company's future development direction.
Others Underwear,Lace Underwear Set,Red Underwear Set,Cute Underwear Sets
HANGZHOU TOSHENG TRADING CO.,LTD , https://www.tongshengtrading.com