Home Textile Market Consumption Upgrade, 2019 Growth Space?

In 2018, despite the multiple pressures at home and abroad, the consumption upgrading of China's home textile market has made great progress. Home textile enterprises represented by pleasure, Luo Lai life, Fu Tian, Jin Chan cloth, Ya Fang ting and Oriental carpet have achieved good sales results.

In 2019, facing the severe market situation, how will these home textile enterprises open up new growth space?

One

Cheerful

Construction of large health sector at high speed

Key word:

Internal and external Unicom, healthy sleep

Performance list

In 2018,

(hereinafter referred to as "pleasure") various businesses have made a comprehensive breakthrough. The group achieved sales income of 7 billion 200 million yuan in the whole year, and the overall competitiveness of enterprises ranked the top three in the industry, with a growth rate of 3 times the average level of the industry.

In 2018, the year of joyful technological innovation broke out, and a large number of world-class innovation achievements came forth. In June 14, 2018, China's ten major textile technology achievements were announced in Quanzhou, Fujian. It was delighted to win the title of "China's ten largest textile technology" by co operating with Qiingdao University and other key technologies of reactive dyes and salt free dyeing.

In September 17, 2018, the new IR antibacterial material was unveiled at Le Louvre Museum, Paris, France. The product achieved 100 major technological breakthroughs after its washing for 99% times, which amazed the world.

In December 5, 2018, the China Textile Industry Federation science and Technology Education Award conference was held in Beijing. With the "high precision rotary screen printing core technology", joy won the gold medal in the patent award of China textile industry.

In 2018, there were 185 new patent applications, 37 authorized national patents, 112 registered trademarks in the world, and 500 copyright breakthroughs.

In December 1, 2018, at the annual meeting of the China Copyright Society held in Wuhan, pleasure was rated as the "China's new copyright enterprise", marking the level of pleasure patent rights recognized by the state authorities.

Breaking strategy

In 2019, in the home textile industry, joy will fully implement the innovation driven strategy, integrating new materials, new technologies, new varieties, new channels and new modes into five parts, and linking them internally and to provide new development momentum for the development of enterprises.

Recycling of new materials such as fiber will enable products to be functional and green. In the new technology aspect, new technologies will be developed through the development of a number of major new technologies to bring new vitality to the main industry chain. New varieties will continue to increase market share through expanding a series of new varieties such as health sleep series, medical and health series and civil military integration series. In the new channel, we will accelerate the development of a new channel of direct wax trade in Africa, mainstream market network construction in the United States, and deepen the strategic customer market, and enhance the cooperation and win-win level between enterprises and global partners. In the new mode, we will create a new model of enterprise value chain by creating new models such as digital factory, design 4, and Amoeba management. In terms of new materials, we will vigorously develop nano carbon far-infrared fiber, Chinese herbal fiber, and

At the same time, pleasure will speed up the construction of big health industry.

Shandong Xinyue Health Industrial Park project will be promoted at a high speed according to the industrial layout of "livable, migrated, suitable, healthy, healthy and healthy" industries.

At present, the Binzhou grade two grade a hospital, Xinyue rehabilitation hospital, has a total construction area of 30 thousand square meters, with 300 planned beds.

The hospital plans to establish the human health signs database and China's first sleep big data center through the "Internet + health" management service, to provide users with personalized health examination, TCM rehabilitation treatment and medical maintenance services, and provide a strong data platform for the rehabilitation series product innovation.

In the next 3 years, with the Xinyue rehabilitation hospital as the center, the domestic first-class home care community and health care Union will be formed in the park.

In the mode of operation, we will take the sun Hill design concept of Ying Shou Shou, a famous Japanese medical care Park, as the blueprint, and cover the whole life cycle health management from pre pregnancy, mid pregnancy, infant to centenarians, and create the only fully aged community garden ecosystem in China.

The one hundred thousand level medical purification workshop of Shandong Yue Yue Medical Technology Co., Ltd., which is now completed in the park, is carrying out equipment debugging in a tight and orderly manner. After commissioning, it can realize 500 thousand high-end medical syringe and infusion sets and other medical supplies. In the future, it will continue to develop and manufacture high-end medical devices and rehabilitation appliances for the elderly, so as to provide scientific and efficient technology and product support for medical treatment and maintenance.

Focus

Nowadays, people pay more attention to the improvement of the quality of life.

For pleasure, market demand is the direction of research and development.

Pleasure will integrate new material application, material ratio optimization, special function development, cultural element embeddedness, fashion trend research, organization style design, new process technology application and green chemicals and other elements, strengthen the design and development of new products, constantly optimize product structure, enhance the profitability of enterprises, lead the demand of green consumption fashion upgrading, enrich the choice of consumer space, and create a comfortable, healthy, environmentally friendly and colorful home life for consumers.

Two

Life of Luo Lai

Focus on brand consumers accurately

Keywords: super soft bed products, European cutting-edge design

Performance list

In the first three quarters of 2018, life earned 3 billion 450 million yuan, an increase of 8.45% over the same period last year, and a net profit of 377 million yuan, an increase of 21.44% over the same period last year.

Among them, Luo Lai life has made strategic adjustment to online business.

The Tmall "Lai Lai home textile flagship store" was renamed "LOVO official flagship store", and the "Luo Lai home life hall" was renamed "the official flagship store of Luo Lai".

Although the adjustment has brought some challenges to the "double 11" competition and performance sprint, but the life of Luo Lai still relies on strong brand appeal and intimate service.

As of November 12, 2018, 0 points, sales of life brand, the whole network (including Tmall, Jingdong, vip.com and other non entity stores) sales exceeded 250 million yuan.

In 2018, Luo Lai lived on the main brand of Luo Lai home textile and Internet brand.

A new brand positioning has been launched.

Among them, Gao Yuanyuan, a spokeswoman for Luo Lai home textile, launched the new positioning of "super soft bed products", and through core technology research and development, launched soft, plant polyphenols, thermal insulation technology, sleep ergonomics and other core technologies with independent intellectual property rights, and successfully applied to series products, giving consumers soft experience.

The new positioning of LOVO home textiles is "European designer design, the Internet sells straight bed products, and there is no intermediate link".

In terms of product innovation, the Reke Ya velvet quilt developed by LOVO home textiles has been awarded the national patent.

In addition, the brand has won the 4 awards of the golden wheat awards, known as "Oscar of the electricity supplier".

Breaking strategy

In 2019, under the new retail background, Luo Lai home textile developed the online and offline full channel strategy, built the bed material system with "soft star" as the core, set up different star classification, and connected the goods online and offline.

At the same time, the soft star is linked by the price of the material and the product. Consumers can choose their own products under the guidance of the soft star level and combining the price performance ratio.

In the spring and summer of 2019, the first generation of super soft Texsoft products will be introduced to the market with the high quality "color" series introduced by the home textile products. The basic technology will enhance the competitive advantage of the home textile industry and fundamentally integrate the brand positioning into the consumer mind.

Nowadays, young consumer groups are leading the change of shopping scene. Traditional home textile channels are facing lower and lower rate of entry, department stores are gradually shrinking, and consumer groups are gathered in the electricity supplier (online) and shopping center (offline).

These two new consumer scenarios have the following characteristics: "light price per unit price" and "heavy experience". In order to achieve a unified new retail on line and line, Luo Lai home textile will serve the electricity suppliers and shopping centers with a lighter commodity portfolio under the premise of a unified brand and merchandise positioning, while the exclusive stores and department stores undertake the task of serving loyal customers and provide high quality and high combined commodity portfolios.

At present, young fashion consumers have more specific aesthetic consciousness of bed products, hoping to get more added value and meet their needs. This is the next direction for LOVO home textiles.

In 2019, with the increasingly fierce competition in the electricity supplier, LOVO home textiles will continue to strengthen its cooperation with European cutting-edge designers and design studios and introduce more international bedding products. This will bring new experience to Chinese consumers in the field of bed aesthetics, so that they can get recognition from more light years and fashion consumers, so that the positioning of the brand "European cutting-edge designer" can be deeply rooted in the minds of consumers, boosting the brand's better performance in the comprehensive e-commerce platform.

Focus

In 2019, Luo Lai's main brand, Luo Lai home textile and LOVO home textiles, will focus on brand consumers more accurately and provide better products and services under the new strategic positioning.

Roley home textiles will start from the consumer's basic appeal for the use of bedding - soft, through strict screening of raw materials and producing areas, using 31 flexible techniques to create a bed with super soft touch.

LOVO home textiles is targeting the Internet direct sale, reducing intermediate links, maximizing the advantages of the Internet, allowing high quality and high priced goods to reach consumers directly and presenting them with more cost-effective products and services at more affordable prices.

Three

sunvim

Make every effort to strengthen and strengthen the domestic market

Key words: differentiated competition and firm deep cooperation

Performance list

2018 is

(hereinafter referred to as "Fu Shi") "start the new 30 years, the key 5 years" the beginning year.

Over the past year, the group has faced difficulties and innovations, and has been able to effectively cope with all risks and challenges. The overall business performance is obviously better than expected, and sales revenue and profits have increased by more than 10% over the same period.

It is worth mentioning that, with the advantages of quality, service and reputation accumulated over the past years, the market of Asian, European and American markets has increased, the trend has been rising, the export volume has increased by more than 8%, and the economic efficiency has reached a new high, achieving a good start in the new 30 years.

In 2018, Fu Tian gained many honors: in February 23, 2018, the Ministry of industry and information technology announced.

On the list of "green factory", the group has become the only selected enterprise in Shandong textile industry.

In July 9, 2018, the national development and Reform Commission, the Ministry of science and technology, the Ministry of finance, the General Administration of customs and the State Administration of Taxation jointly issued.

The Limited by Share Ltd technology center of Fu Sun Group is on the list.

In September 29, 2018, at the annual meeting of the China Association of Standardization Technical Committee of China Textile Association, the first batch of 5 upgrade oriented ones were approved.

The group standard of "pure cotton towel" was drafted by the group.

In December 9, 2018, the group picked up the nomination award of the Chinese industry awards and became the first prize winning enterprise in China's home textile industry.

A break out strategy

In 2019, the global economic situation is complex, uncertain and uncontrollable. Fu sun will seize the favorable opportunity for the international market to shuffle and order to the dominant enterprise, give full play to the brand advantage, quality advantage and reputation advantage, increase the development of international market, and expand the new growth space.

In the face of competition among enterprises such as Vietnam, Turkey, Pakistan, Bangladesh and India, we should make advance planning and positive action, strive to win orders that competitors can not do through differentiation strategy, grasp market initiative and ensure the steady development of the international market.

At the same time, in 2018, China's retail sales of consumer goods exceeded the United States, becoming the world's largest consumer market, and China's home textile market has great potential.

Against this background, in 2019, we must strengthen and strengthen the domestic market. We should look for short board and promote upgrading from the aspects of organization structure, management mode, product research and development, and channel construction, and strive to make the first brand of domestic towel.

Among them, in product research and development, will be the main Korean wind series.

According to the characteristics of the products of Japan and Korea, the brand of "Japan and harmony" is used as the name of the new series, which means "quiet and beautiful things in gentle times".

The name is implicit, warm, quiet and beautiful. It coincides with the gentle, restrained, natural, elegant and beautiful positioning of Jieyu brand's Japanese style series, and is in line with the image of Chinese people being modest and courteous.

The products of static day and series are soft and elegant, low saturation, and simple and elegant in design. All series are non fluorescent treatment.

In terms of channel, we will speed up the construction of marketing team, further integrate resources, optimize the structure, perfect the mechanism and strengthen training, and create an elite team with a clear mind, a high market sensitivity, a strong adaptability, a dynamic and brave surmount.

At the same time, we should further segment the market, implement differentiated marketing strategy, formulate more precise market development and product development strategies according to different market characteristics and different consumption needs, so as to seize market share more effectively.

The group will also strengthen strategic cooperation with the dealer team and achieve mutual benefit and common development by promoting the deep cooperation between the manufacturers.

Focus

2019 is the key year for the completion of the "3 year business plan" by the group. With regard to the overall objectives of the group, the company will continue to expand its international market, and will also play its various advantages. It will develop the potential domestic market to become the main selling market that keeps pace with the international market, so as to match the group's position in the global market and match the vast market space of China.

Four

Golden cicada fabric

Further optimize and perfect the product system

Key words: on-demand adjustment and cross industry cooperation

Performance list

2018 is

(hereinafter referred to as "golden cicada cloth art") was founded 30th anniversary. Under the overall market environment, the growth rate of all kinds of cicada fabric was higher than that of the same period.

Among them, foreign trade exports grew steadily, cross-border electricity supplier sales increased by 100% over the same period last year, domestic sales were full flowering, offline sales and online sales grew by more than 50% over the same period last year.

In addition, through the O2O new retail mode of golden cicada + Wanjia curtain, the brand in 2018 has significantly increased its residence rate in the home town, the red star, the United States, and so on. The brand awareness and influence of the golden cicada brand and the cicada banner have been further promoted.

At the same time, the golden cicada also made a breakthrough in cross industry cooperation, further expanding the sales channels, and greatly increasing the market share.

In 2018, all the outlets on the golden cicada line were blooming. Among them, cross-border e-commerce relied on Amazon and the global fast selling platform, and opened online stores in more than 10 countries involving the above platforms. In the domestic online business platform, sales volume ranked the forefront of curtain products such as Tmall, Jingdong, vip.com, and many other products, especially the Wanjia curtain products and Tmall curtains became exclusive strategic partners, and won the 2018 "6. 18" and "double 11" Tmall curtain sales champion, and became a dark horse in the curtain industry.

Breaking strategy

In 2019, the overall sales target of golden cicada fabric was increased by more than 50%. The growth point is the export of foreign trade, cross-border electricity supplier, domestic electricity supplier, Wanjia curtain O2O, new retail and offline sales.

In 2019, golden cicada fabric will be adjusted according to needs according to the needs of different markets.

The products of domestic electricity suppliers will be located in the "post-80" and "post-90s" consumer groups. They will mainly focus on the development of pure color, Nordic and modern products with a strong sense of texture.

In terms of cross-border electricity supplier, the product style and style will be adjusted in a timely manner according to the actual trend of 2019 in foreign markets.

Offline, in addition to the mainstream European and Chinese products, it will further fill the new popular modern luxury products, new Chinese and European products library, as well as the Mediterranean style, French pastoral style and other niche decoration style products library, constantly optimize and improve the product system, and launch more and better products to meet the different needs of the market consumers.

In 2018, the concept of cross industry cooperation has taken shape. In 2019, the golden cicada fabric will continue to grasp the trend and strive to carry out cross industry cooperation, and will gradually plan and develop from the original curtain shop to the overall soft packing direction.

This is an inevitable trend for the development of soft building materials industry in the future.

In order to better promote the brand image and enhance the consumer's recognition of the brand, in 2016, the golden cicada fabric signed the famous movie star Ma Yili as the spokesman of the image, using star efficiency to enhance the brand influence and enhance the brand awareness.

In 2017 and 2018, golden cicada fabric was also promoted by multi-channel and multi-media through offline and online.

In 2019, the golden cicada fabric will be built on the basis of the brand image creation, from the internal team building of the brand, the display of the terminal store image and the improvement of the service consciousness of the consumers, so as to create a brand image that is closer to the public.

Focus

In 2018, the concept of cross-border cooperation has come to light, and finished curtain has gradually become a trend of development.

In 2019, cross industry cooperation and finished curtain will cover the whole home textile industry in a large scale.

Therefore, for the golden cicada fabric, 2019 is both a challenge and an opportunity.

Yang Wei, President of cicada cloth art, said that competition among peers and even cross industry competition will be a challenge that golden cicada cloth needs to face in 2019, but the cicada cloth art will not be afraid.

Faced with challenges, all the golden cicadas will unite together, keep forging ahead, and stick to their hearts and create a better and more distant future.

Five

A-Fontane

R & D and upgrading around functionality

Keywords: environmental protection material selection, practical intelligence

Performance list

2018 is the key year for the development of the company. The company has planned a series of marketing activities focusing on "Ya Fang Ting 45th anniversary", celebrating the 45 year development of the group, realizing the upgrading of the marketing mode, building a complete promotion and publicity system, and re developing brand vitality and consumer cognition.

While marketing activities benefit consumers nationwide, sales of single events increased by 400% over the same period last year.

In addition, Ya Fang Ting is also closely following the trend of artificial intelligence, developing smart mattress DPM point to point mattress.

The core technology of the mattress is the use of point to point pressure relief system. Through real-time testing and pressure sensors, it can track the key contact points of human sleep, and arrange and adjust a number of independent organizations according to personal height, weight and sleep habits, so as to achieve personalized sleep enjoyment.

This revolutionary innovation in sleep technology has not only won many international awards, such as the Geneva International Invention Gold Award and the German Red Dot Design Award, but also promoted the development of human smart home and healthy sleep.

Breaking strategy

In 2019, Fang Fang Ting will comprehensively promote the upgrading of brand image and further strengthen brand building, with high quality home textile products catering to the general trend of consumption upgrading.

Under the background of consumption upgrading, consumers' shopping ideas and needs have changed greatly, paying more attention to the quality of life and experience, and pursuing the individuation, intellectualization, interest and functionality of products.

To this end, the company will pay attention to flower style and environmental protection material selection, and at the same time, research and upgrade the functionality of home textile products, give home textile products empowerment, create more life conveniences for consumers, such functionalism is more in line with the needs of modern society and minimalist aesthetic trend.

In 2019, the product development team will continue to "people-oriented". From the practicality and intelligence of products, we will develop new product functions and improve people's sleep quality.

Widening the channel is also one of the main sales growth points of the future.

On the line side, the company will continue to expand its sales platform on the basis of the existing third party platform, so as to provide consumers with more convenient shopping environment.

On the offline side, he will continue to carry out intensive farming in the Southern China market, upgrading the marketing mode while promoting the layout of the existing stores, and promoting the growth of performance. At the same time, we will actively expand the feasible outlets in other parts of the country, enhance the sales performance of single stores and expand the market share.

Li Long, vice general manager, sales department,

It is said that in 2019, the company will take the initiative to open up various sales channels.

On the one hand, on the basis of the existing online sales platform, we should add new brand and product categories, build a multi brand sales network, actively carry out online investment promotion, and improve the online marketing layout.

On the other hand, we should continue to expand our business cooperation and develop joint business groups to promote our comfortable and healthy home textiles and household products.

In 2018, the company launched a series of overall marketing activities, which not only brought positive and effective growth, but also made the market and sales team proficient in the new marketing methods and strengthened the liaison and cohesion between the city and the region.

Therefore, in 2019, he will continue to apply his successful experience and further explore the online and offline interaction and linking methods.

Focus

The future development of home textile industry will no longer be confined to the product itself, but the comprehensive competition in quality, brand and sales channels.

Faced with the current consumption trend, all brands should be prepared for pformation and upgrading, and choose to carry out deep tillage on the original industrial chain, subdivide the market and locate accurately.

Home textile enterprises should change the single sales way, integrate various channels, improve product quality and service level, and create the concept of overall home.

Six

Oriental carpet

Continue to promote intelligent upgrading

Key words: innovating production mode and excavating carpet culture

Performance list

In 2018,

(hereinafter referred to as "Oriental carpet") sales revenue increased by 17%.

At present, the Oriental carpet has been selling well in more than 20 countries and regions, such as Europe, America, the Middle East and Asia Pacific, and overseas sales account for about 30% of the total sales.

In 2018, the eastern rugs won many honors, and not only won the title of "the ten major innovative enterprises in China's textile and garment industry in 2018".

Also awarded the "40 years of reform and opening up home textile industry outstanding contribution", and

Be awarded the "China Textile Industry Design Center".

As the "leader" in the field of technological innovation in China's carpet industry, Dongfang carpet has strong research and development and innovative design capabilities, with obvious technical advantages.

Relying on Technology Center, industrial design center and national ecological technology research and development center, the company has diversified research and development. Every year, according to market demand, we independently develop more than 10 series and thousands of new products.

In 2018, the company's innovative achievements, "high-end hotel engineering personalized customization - Sanya Logis Hotel Atlantis carpet design" was awarded the silver medal of the second "governor Cup" industrial design competition. The latex free woven carpet was awarded the "ten major categories of textile innovative products in 2018"; "no latex environmental protection carpet key technology research and industrialization" project was awarded the "2018 China Textile Industry Federation science and Technology Award" first prize.

Breaking strategy

In 2019, Eastern carpet sales revenue increased by more than 10%.

In order to achieve this goal, Dongfang carpet will continue to vigorously promote the intelligent upgrading of the production process, realize the pformation and upgrading of the production mode, and promote the deep integration and coordinated development of the digitalization, networking and intelligence of the carpet industry, so as to enhance the comprehensive competitive power of the brand.

It is understood that in 2018, Eastern carpet has been working with Jingdong cloud to jointly promote the pformation of digital, networked and intelligent enterprises.

The Oriental carpet, relying on the 4 demonstration factory of industry, carries out all-round upgrading and upgrading from five aspects of research, production, supply, marketing and service. It has actively carried out cooperation around its own national eco carpet research and design center service platform, realized the pformation of innovative business, and ensured the sustainable development of the business.

In 2019, Dongfang carpet will continue to rely on the service platform of the national eco carpet research and design center, research and development of carpet eco environmental protection production technology, and further promote the upgrading of textile industry and green sustainable development.

At the same time, the eastern carpet will further enhance the comprehensive competitiveness in the international market, expand the ability to earn foreign exchange through exports, and further implement the national "one belt and one road" construction plan.

In the process of foreign trade, the eastern carpet will surpass the inherent concept of "what to sell" in marketing, so that it can not only sell products, but also sell value, sell culture and sell brands, so that traditional carpet production can become the excavation and promotion of carpet culture, so that the traditional carpet elements can be presented in a more internationalized way, so that the Oriental brand is truly recognized by the world.

Focus

The uncertain international trade environment in 2019 will become an unfavorable external factor for China's home textile enterprises, and the domestic demand market has not yet been further expanded. The entire textile industry, including the home textile industry, will face difficulties in development.

Against this background, the Oriental carpet will bring into play the advantage of manufacturing brand. By realizing production automation and intellectualization, improving efficiency and improving product quality, the comprehensive cost of enterprises can be reduced through the improvement of comprehensive capability.

At the same time, we will actively explore other markets to cope with the changes in the international situation, such as strengthening cooperation with the countries along the belt and road to compensate for the export losses caused by the loss of other markets.