The pace of transformation and upgrading of the home textile industry has accelerated attention to independent brand building

Since the beginning of this year, the home textile industry has actively adjusted its product structure, actively expanded its market channels, focused on creating superior brands, and continuously improved its technology, management, and marketing levels. The quality of its operations continued to improve in the first half of the year, and transformation and upgrading achieved initial success. From January to May, the textile enterprises above designated size accumulated a total industrial output value of 79.5 billion yuan, a year-on-year increase of 23.4%; the main business income was 78 billion yuan, a year-on-year increase of 27.1%; the export delivery value was 21.6 billion yuan, a year-on-year increase of 27.5%; The profit was 3.8 billion yuan, a year-on-year increase of 38.1%, and the profit rate was 4.9%. The main practices of the home textile industry in the process of transformation and upgrading are:

I. Strengthening the construction of diversified marketing channels

In recent years, the home textile industry has actively developed new sales channels based on traditional channels such as shopping malls, supermarkets, and wholesale markets. First, vigorously develop e-commerce. Through self-built sales website, opened Taobao shop, and Jingdong, excellence and Other online business cooperation, etc., to carry out online direct marketing. The second is to promote the distribution of specialty stores to small and medium-sized cities. With the gradual development of urbanization in China, the living standards of urban and rural residents have been continuously improved. Many home textile brands have begun to attach importance to the market of medium and small cities and have taken small and medium-sized cities as new growth points. The third is to focus on cross-border development of marketing channels. The home textile industry has broken the existing sales model and began to sell home textile products in sales channels of other industries such as household goods and automotive supplies. It has also actively participated in exhibitions and fairs in other industries such as home furnishing, and has expanded sales channels for home textile products.

Second, pay attention to consumption guidance in emerging areas

The application of home textile products is gradually expanding. Apart from the traditional application fields such as bedding and curtains, the application of home textile products in the fields of decoration and transportation is also gradually increasing. Relative to the rapid development of the home textile industry, some consumers’ perceptions and concepts of home textile products still remain in the traditional fields. To better guide consumption, the Home Textile Industry Association has jointly developed a new home textile product application guide for some large home textile enterprises from the entire home textile industry. From the perspective of the focus on home textile spending.

Third, attach importance to independent brand building and product R&D and design

The home textile industry, as a terminal consumer goods manufacturing industry, has significant significance in increasing the added value of products and expanding market share. In recent years, home textile industry has emerged a number of excellent brand companies such as Luolai, Fuanna, Jieliya, etc., which has provided demonstrations and beneficial explorations for home textile companies to build their own brands. With the improvement of living standards, consumers are increasingly demanding the functional and decorative properties of home textile products. Home textile companies also attach great importance to product R&D and design. In recent years, various new home textile products have emerged one after another. In order to promote the R&D and design of home textile products, the Home Textile Industry Association has held a home textile product design competition for nine consecutive years, which has effectively improved the sense of innovation and product design of home textile companies and cultivated a textile designer team.