The soft assembly of the big home era is the key to the differentiation of favored products.

The four-day Shenzhen International Home Textiles and Home Decoration Exhibition has come to an end. The exhibition covers an area of ​​120,000 square meters. More than 1,000 exhibitors from home and abroad participated in the exhibition. More than 60 high-end imported brands were assembled, and the scale of the exhibition was the highest in the history of the industry. According to industry insiders, the overall soft-wear trend of big homes is still the trend of the times, and the growing demand for consumers will offset the negative impact of the real estate market on the home textile industry.

Integrated packaged soft clothing is favored

During the tour, the reporter found that many exhibitors used the form of the home simulation room. In addition to the traditional curtain fabrics and home textiles, they also incorporated more furniture elements to showcase the home space such as restaurants and living rooms. Different product categories such as bedding, sofas, curtains, wallpapers and accessories are no longer limited to individual displays.

According to the reporter's observation, the soft-package brand booth for the overall supporting, design, research and development, production and marketing of the products has attracted many professional sellers' consultations in this exhibition. At the same time, the exquisite integrated home display also makes the amateur view. The exhibitors are very addicted.

At the exhibition site, the reporter interviewed Huang Jinquan, president of the Guangdong Household Textile Industry Association. He told reporters that Shenzhen Home Textiles and Accessories Exhibition has been developed from simple window decoration to develop textiles (curtains, sofas, bedding, tablecloths, carpets), and home soft decoration (home textile products and wallpapers, accessories, lighting furniture). The overall supporting design). At present, the overall soft wear trend of the big home is still the trend of the times.

Seize the domestic market with differentiated products

Huang Jinquan said that although the proportion of export sales of the entire home textile industry is relatively large, the domestic market has developed very fast in the past ten years, with an annual growth rate of 10% to 20%. Therefore, the domestic market is a development direction that cannot be ignored in the home textile industry.

For example, Huang Jinquan said that in recent years, new Chinese-style home textile products have become popular in the domestic market. The so-called new Chinese-style products are new products that combine traditional Chinese culture with modern fashion elements. “Our production capacity is very large and the industrial chain is relatively perfect, but the problem lies in our lack of design innovation and product homogeneity.” He suggested that enterprises should take product innovation, marketing innovation, customer service, brand promotion, etc. By implementing differentiated competition, we can start branding and build brand credibility in the increasingly saturated domestic market.

Will the real estate market under regulation affect the development of the home textile market? In this regard, Huang Jinquan said that although the home textile industry is highly related to real estate, in a sense, the public's demand for home textile products is also rigid. With the development of the economy, the improvement of people's living standards, and the further development of urbanization, the demand will become higher and higher. "It is precisely because of this rigid and still evolving demand that I believe that the future market prospect must be It will be very good."

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Last year, the development of the home textile industry increased

The reporter learned from the China National Textile Association that in 2012, the home textile industry maintained a trend of increasing volume and price, and the overall operation quality was steadily improved. Last year, the total industrial output value of 16 industrial clusters counted by the Home Textiles Association increased by 7.8% year-on-year; the total industrial output value of 200 enterprises tracked by the Home Textiles Association increased by 7.3% year-on-year.

According to Yang Zhaohua, president of the China National Textile Association, last year, the national statistical bureau's statistics of 1,831 large-scale enterprises had a profit rate of 6.07%, a slight increase from the previous year. The profit margins of 200 enterprises that focus on statistics by industrial clusters and home textile associations increased by 0.05 and 0.42 percentage points over the same period of the previous year. In the difficult situation of the entire textile and garment industry, the profit rate of the home textile industry can increase, which also reflects the driving force for sustainable development of the industry.

According to China Customs statistics, last year, domestic exports of household textiles totaled 36.6 billion US dollars, an increase of 6% year-on-year, and export volume and export unit price increased by 1.7% and 4.3% respectively. “Because of the export volume of -2% in 2011, the growth rate of export volume last year was 1.7%, which achieved positive growth. Although it did not reach the growth rate in 2010, it is better in the entire textile and garment industry.” Yang Zhaohua said .

Yang Zhaohua is full of confidence in the growth of the industry in 2013. First, last year's raw material prices were slightly lower in stability than in 2011, which provided room for growth this year. Secondly, this year, enterprises will pay more attention to management, and benefit from management and efficiency.

“How does efficiency come? It is necessary to increase R&D investment and increase production efficiency. In this process, don’t just increase the R&D investment and increase the price, the production efficiency will increase, and the cost should be reduced. Development is more optimistic," he said.