Home textiles will not be "closed tide" and live by "white-collar workers"

The domestic and international economy is bearish, and the home textile enterprises will not have a “closed tide” for a short period of time. However, if they are doing well, they will have a different cloud. If enterprises want to live longer and healthier, they must not only focus on “local tyrants” but also “white-collar workers”. professional. In mid-August, the “2014 (Autumn) Shenzhen International Home Textiles Fabric and Home Decoration Expo”, the largest home textile exhibition in the country, ended. The organizer of the Guangdong Textile Industry Association, Huang Jinquan, interviewed and made a summary and forecast of the textile trend in Guangdong and even the whole country.

Home textile trend: intelligent home textile sun window decoration is optimistic about young people

Huang Jinquan introduced that several trends can be found from this home textile exhibition. The first is intelligence. Some people think that home textiles are intelligent and are like a small electric fan. Huang Jinquan pointed out that this understanding is wrong. Holding this exhibition is to raise the awareness of the people about intelligence. "Home intelligence is not as simple as a remote control, but a trend in the era of big data: according to the requirements of the owner of the house. Collect indoor and outdoor environment data, integrate indoor air conditioners, lamps, curtain opening and closing amplitude and direction of automatic adjustment, automatically form the most comfortable indoor light climate such as light, temperature and humidity."

This year's intelligence has also seen significant improvements in technology. First, the motor is getting smaller, followed by no noise, and there is weak power intelligent control technology. He predicted that in the future, traditional fabric curtains will become intelligent curtains.

The second is the sun window trim. It is understood that the coverage of sunshade products in Europe and the United States reaches 50%, and Taiwan in China also has 30%, while mainland China is currently only 10%, with great development prospects. In fact, the scale of China's individual sunshade companies is even larger than that of fabric companies, and the technology is relatively mature, keeping up with the international development trend. "This year's first sunshade exhibition was held because the time has come." In addition to being used in hotels, office buildings and other buildings, sunshade windows can also be used in homes, kitchens, bathrooms, bedrooms and other home spaces. From the perspective of the exhibition effect, the first sunshade exhibition has achieved the intended purpose.

The third is that the “second generation” will succeed in succession, and the success probability of 8090 is great. A group of new generation entrepreneurs from the 80s and 90s participated in the exhibition, and the products have made great breakthroughs. Huang Jinquan analyzed that there are two main types of enterprises, one is “creating the second generation”, that is, the parents are the first generation of entrepreneurs, and now they are at retirement age, and their children are taking over, this “second generation” accounts for about 60%; One is the “creative generation” after 80 and 90, accounting for about 40%. He believes that China's textile industry market is huge, the threshold of entrepreneurship is not too high, and young people are very sensitive to fashion, have their own understanding of art, have their own ideas in marketing, so they have a higher probability of success. From the current point of view, the "second generation" is successfully taking over, and its own business has also been on the track.

Industry prospects: short-term will not be "closed tide" live must be differentiated

Under the circumstances that the economic environment is not ideal, will the home textile industry have a “closed tide”? Huang Jinquan believes that “it is not currently”, taking 2013 as an example: among home textile enterprises, about 10%-20% of the high growth rate of more than 10%, the growth rate is flat 60%-70%, and about 15% Negative growth, but in the overall downturn, these negative growth companies can still maintain operations, once the environment is better, they will be able to usher in a turn. The Chinese market is large enough, the demand at different levels is sufficient, and the company has a lot of room for manoeuvre. However, the domestic textile production capacity is seriously over-capacity, the industry reshuffle is inevitable, and the reshuffle is more mergers, restructurings, transformation and upgrading, and “closing down”. Tide is not a concept.

Compared with the whole country, the efficiency of Guangdong enterprises is high. According to statistics, the average net interest rate of the national textile enterprises is 6%, Guangdong is higher than 10%, and the “single champions” such as Fu Anna, Molik, Zhida, Yuan Zhicheng and Jinhua have a net interest rate of over 15%.

How can a home textile enterprise survive for a long time? Huang Jinquan said that for the mid-to-high-end brands, most of the money that was earned before was “local tyrants”, but now it is turned into earning gold collars and white-collar workers. The development trend of high-end brands in the future is more personalized, fashionable and tasteful. In addition, we must learn to differentiate and brand management, avoid product homogenization, and must not relax brand building. Enterprises positioning the low-end market can consider the development of finished e-commerce. After 80 and 90, consumers are accustomed to online shopping. In the future, the home textile window decoration products with popular consumption will have huge development space in the field of online shopping.

In recent years, the economic situation in Europe and the United States has been poor. Some enterprises that used to do only export sales have begun to try domestic sales. Huang Jinquan believes that “it must be cautious”: from export to domestic sales, products, demand, display methods, and business models are completely different. Export enterprises are production-oriented enterprises. As long as the production is based on the pattern given by the orderer, an order may be tens of thousands of meters. For domestic sales, the company must increase product research and development, product compatibility and seriality must be strong, and products and products must be changed according to market changes at any time. The adjustment of the marketing model, in addition to the retailer's request for loose cuts, five meters today, six meters tomorrow, export companies are difficult to adapt. Of course, there are also some export companies that have great determination and investment, and have made breakthroughs in the domestic market in Shenzhen Home Textiles Exhibition.

Home textile enterprises generally encounter the problem of “imitation”. Huang Jinquan believes that the country’s legal protection of “copyright” is still weak. “The cost of infringing intellectual property rights is too low. For example, if a company imitates another version, even if the original company wins. In the case of lawsuits, the infringement fee is only 10,000 yuan, and the profits obtained by the infringing enterprises through imitation may reach hundreds of thousands of yuan." The Guangdong Home Textiles Association has always attached great importance to copyright, and has established a copyright office for the copyright of enterprises. Maintenance provides strong assistance.

Comment on Guangdong Home Textiles: Discarding Quality and Leading Trends

The China National Textile Industry Association estimates that the total output value of the national textile enterprises last year was about 1 trillion yuan, of which about 80 billion were in Guangdong. The output value was ranked in Jiangsu, Zhejiang and other provinces and cities, accounting for 8% of the country. Guangdong used to be the birthplace of China's modern home textile industry, and it was once the "big boss" in terms of output value. Why is the ranking now "regressing"?

Huang Jinquan said that the latter is related to the economic restructuring of Guangdong Province. First, processing enterprises that consume more resources, occupy more land, and are labor-intensive are not encouraged to develop in Guangdong. Second, Guangdong is far away from the origin of textile raw materials. There is no advantage in home textile raw materials; the third is that Guangdong has reformed and opened up early, and labor, energy, taxation and other costs have risen earlier and faster. Guangdong has not formed a home textile industry cluster, and Jiangsu and Zhejiang have used this decade to form a large scale. Industrial clusters with high production capacity. However, this has forced Guangdong enterprises to embark on the road of industrial transformation and upgrading earlier, forming a large number of "dumbbell" enterprises with product design and development and marketing services as the core advantages, forming a brand cluster advantage.

Huang Jinquan pointed out that Guangdong's home textile enterprises are synonymous with high-end brands in the country. "If Guangdong textile industry wants to gain a place in the market, it must do research and development, marketing and brand building, otherwise it will not survive. Some enterprises can account for R&D costs. 30% of the total cost, ranking first in the country, although the production scale is not comparable to Jiangsu and Zhejiang, but Guangdong is still leading the trend of the industry."

For example, Huang Jinquan, although the scale of Guangdong's home textile brand industry is not very large, many of them are “single champions” in the country. If Jiangsu and Zhejiang provinces are production-oriented industrial clusters, then Guangdong is a brand-type industrial cluster.

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