It Is Expected That The Home Textile Industry Will Continue To Be Cold In 2014.

< p > here, the world's < a target= "_blank" href= "//www.sjfzxm.com/" > clothing < /a > a target= "_blank" href= "_blank" > shoes < < hat net "Xiaobian introduced to you in 2013, the scale of Chinese clothing trade amounted to 59 billion 600 million yuan.

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< p > recently, < a target= "_blank" href= "//www.sjfzxm.com/" > textile < /a > the annual report of listed companies has been published in 2013. Last year, home textile enterprises still faced the prominent problems of restricting the development of the industry, such as raw materials, employment, energy saving and emission reduction and structural capacity adjustment, and many listed home textile enterprises showed dull performance.

In this regard, the industry generally agreed that, by the impact of the economic environment, the overall performance of the industry in 2013 has not improved, it is expected that the domestic textile industry will continue to be cold in 2014.

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< p > < strong > > the "big three" performance last year "two minus one increase" < /strong > < /p >

The three home textile listed companies of P > A share are also known as "the three giants of home textiles". Apart from the good performance of Meng Jie home textile last year, Fu An home textiles and Luo Lai home textiles have seen slow growth or even negative growth.

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Hu Zhenchao, P, told reporters that the reason for the slowdown in the company's revenue growth is related to the overall economic situation. "The overall consumption is down, and the industry will not be very good."

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Although the performance of "P" has been increasing, the growth of its performance is mainly due to its sales promotion.

According to the analysis, it was not sensitive to promotions before the sale of Meng Jie home textiles. Due to frequent promotions by market competitors, Meng Jie home textile increased the frequency and scale of promotion in 2013 to drive double-digit growth in annual revenue.

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< p > < strong > sales of electronic commerce channel surged < /strong > < /p >

< p > the annual reports of several listed home textile enterprises mentioned the contribution of electricity providers to performance, and the rapid development of online shopping is also a bad situation in the economic environment. < /p >

< p > a reflection.

Meng Jie home textile company said that one of the main reasons for the company's operating income is better than expected is the rapid growth of online shopping business.

Although fuanna's business revenue growth is slow, revenue growth is mainly due to the improvement of sales performance of e-commerce channels.

Public information shows that in 2013, fuanna new channel (mainly refers to the electricity supplier) revenue was 340 million yuan, an increase of 51.36% compared to the same period, the traditional line of entity channel revenue was 1 billion 530 million yuan, down 1.78% compared to the same period.

Roley home textile specialized supplier online sales brand LOVO revenue last year exceeded 200 million yuan.

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< p > for this reason, the industry generally believes that under the background of economic depression and consumer sinking, consumers often use online shopping, because the price of differentiated products of the e-commerce platform is usually lower than that of the stores.

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< p > < strong > trend: enterprises are keen to expand offline stores, < /strong > /p >

< p > although the traditional channel is seriously affected by the electricity supplier, the home textile enterprise has not stopped expanding its pace.

Hu Zhenchao told reporters, in 2014, fuanna will continue to expand the entity store business, and is expected to open 30~50 300 square meters large shop.

And Roley home textile also predicted that the physical store still has to maintain the annual 300~500 shop speed.

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"P > traditional channels are under attack. Why are enterprises still obsessed with offline stores?" Xiao Jian Cheng, Secretary General of Guangdong Household Textile Association, explains that bed manufacturers are seeking to give consumers a storefront experience, especially for large brand stores, and brand enterprises should maintain their store system.

Insiders pointed out that the home textile enterprises currently carry out differentiated operation on physical stores and online products, and in addition to serving as sales channels, the entity store is also a publicity window for corporate brand image.

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< p > < strong > industry: benign development of electricity supplier or unfavorable industry < /strong > < /p >

< p > Xiao Jiancheng in analyzing the home textile business, said the bedding online hard to break the "99 low curse", the price is either "99 yuan" or "199 yuan" and so on the mantissa "99 yuan", the electricity supplier to the entity storefront marketing impact is very big, especially at the present stage store rents, the manpower all rises, the physical store faces the bigger impact.

He said that because the electricity supplier did not have the burden of rent and labor costs, its profit margins were relatively large, and the price could also be greatly reduced. Most consumers took price as a reference index. Because of the low price of online shopping, consumers tended to buy online more.

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< p > Xiao Jiancheng pointed out that the rise of home textile business is similar to price war to some extent, and the result is to compress the profit space of the whole industry. In the long run, the healthy development of the industry is bad, the quality of the industry and the development of domestic design will be limited. Many enterprises will no longer pursue the quality and design of the product if the profit is not enough.

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< p > Liu Pinggang also pointed out that the new trend of "a href=" //www.sjfzxm.com/news/index_s.asp "home textiles < /a" industry is mainly due to the impact of the electricity supplier, and the wholesale mode is gradually shrinking. It is difficult for small and medium-sized companies to develop, mainly affected by the market downturn. Special small companies are limited by strength and can not arrange online channels.

Xiao Jiancheng also told reporters that the electricity supplier itself is also a problem. It is just a game of rich people. Some well-known e-commerce platforms have high access threshold, unfair to some new brands, and do not give new brand fair browsing opportunities.

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< p > < strong > has this saying < /strong > < /p >.

< p > < strong > at this stage, it is enough to develop B2C mode. < /strong > /p >

"P" Xiao Jiancheng forecast, the home textile city service, the city shopping is the trend, in the future, there will be third forms of e-commerce, outside the store, that is, the online order, the store into the warehouse, moved to the city's two or three line outskirts of the model, that is, the O2O model.

At the same time, he said, at this stage, B2C is enough to support the development of household textile industry, and there is no need to pursue O2O mode.

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< p > < strong > related news < /strong > < /p >

< p > < strong > the concept of the whole household is becoming popular. < /strong > < /p >

< p > reporter learned in the interview that in the household industry, the concept of "big home" is emerging, and the concept of "big home overall soft packaging", "big soft clothes" and "overall home" are also derived.

In recent years, fuanna has put forward the concept of "small IKEA" as a whole. In addition to traditional bedding products, it also develops flooring, curtains, sofas, furniture, stools and sofas and so on, giving customers a "one-stop" consumption experience.

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P, fuanna will continue to increase its category this year, including the development of wallpaper.

Xiao Jiancheng pointed out that in today's shop rental and labor costs accelerated rise, how to promote consumer psychology and consumption to achieve unity is the key, and rich store category to promote consumers "one-stop" purchase is a good way out.

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Liu Pinggang P, general manager of Guangdong Sanwu Home Textile Co., Ltd., Nantong Yun Tao < a href= "//www.sjfzxm.com/news/index_c.asp" > Electronic Commerce < /a > Co., Ltd., in an interview with reporters, revealed that the company has not yet integrated the layout of the whole household. This year, we focus on product research and development. The new products are focused on new flower patterns and new materials, and the core products are mainly functional products.

Although his company has not yet set foot in the field, he said that the overall household is a trend. With the improvement of living standards, consumers need the combination and unification of bedding and home decoration styles. The whole home decoration is a good starting point in the pformation process from durable goods to fashion products.

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