Home Textile: Look at the market and talk about innovation

Editor's note: At present, China's textile industry is facing two major difficulties in sales volume and low initial growth in the first time. Therefore, in 2017, home textile enterprises need to actively explore innovative development models that adapt to changes in the current market environment, and achieve transformation and upgrading .

Innovation one

Enhance the consumer experience on the battlefield

Nowadays, the Internet has become a life tool that most people can't live without. Using the Internet to make new designs for traditional enterprises is a compulsory course for the transformation and upgrading of home textile brands in 2017. Today, Fu Anna, Violet, Love, Luolai Life, Mengjie and other home textile brands have made many explorations on the "Internet +" road. Among them, the brand represented by Luolai Life has enjoyed the dividend brought by the Internet.

In 2017, the Internet channel, together with other consumption channels, constitutes a new normal of the coexisting industry. Home textile enterprises need to review the situation and integrate with the times into the new market environment.

What is certain is that the Internet is not an "enemy" of traditional channels. The two complement each other and, when they are together, can bring new vitality to the enterprise. What companies need to do is to use the advantages of the Internet to bring new vitality to the traditional channels in the context of the "Internet +" era.

In 2017, home textile companies can use the Internet for optimization in research and development, after-sales and other fields. For example, in the field of research and development to establish an open research and development platform for the home textile industry. First, relying on the home textile R & D center, using the Internet to integrate R & D personnel and equipment resources, promote the sharing of resources between research institutes and home textile enterprises in the home textile industry, improve equipment utilization, and enhance the service and incubation functions of the platform. The second is to enhance the cooperation between home textile enterprises and marketing enterprises, use customer consultation, purchase data, analyze the needs of fabrics, colors, sizes, etc., to achieve on-demand production of home textile products. The third is to establish a home textile product traceability system, real-time tracking of product inventory, outbound tracking, distribution network, price information, etc., to achieve full monitoring of home textile products. The fourth is the accumulation of big data through the Internet to help companies in the research and development, production and other aspects of the evidence can be relied upon.

Innovation two

Low-carbon environment creating an ecological textile

Today, consumers in the purchase of textile products, in addition to look at style, price, quality beyond, are more focused on whether the products are environmentally friendly, low-carbon functions. According to consumption statistics, in the past two years, products that are characterized by environmental protection are often more attractive to consumers, thus achieving more sales. Therefore, eco-home textiles will become the only magic weapon for enterprises to improve product quality in 2017.

Ecology and environmental protection not only conform to the needs of consumers, but also the development trend of the entire textile industry. At present, the economic situation of home textiles has undergone profound changes, and energy conservation, emission reduction , low carbon environmental protection, and circular economy have become the consensus in the industry. As far as the home textile industry is concerned, advocating green competition and guiding enterprises to identify market positioning, brand positioning and functional positioning, and achieving differentiated operations are the key to ensuring sustainable development of the industry.

At present, many home textile companies will consciously use environmentally friendly fabrics in the production process, and even advocate the concept of ecology and environmental protection from the printing and dyeing links. For example, Goodnight Home Textiles launched the eco-home textile concept from 2015. Through the excavation and research of traditional herbal dyeing technology, this original technology was applied to home textile products to make the products get rid of the beautiful appearance of chemical dyed fabrics. In recent years, Kaisheng Home Textiles has been controlling pollution and carbon emissions in the production process to produce green and healthy products in a more energy-saving and green way, so as to cater to the current market trend and make low-carbon become a real action. More than just a slogan.

In 2017, home textile companies can explore more on the green and environmentally friendly roads, so that products have their own bright spots, and meet the different needs of consumers, but also help enterprises achieve transformation and upgrading.

Innovation three

Cross-border cooperation breaks through brand shortcomings

In 2017, cross-border cooperation will continue to be an effective way for home textile brands to break through the bottleneck and open the market. Home textile companies can open their hands and find a brand or designer who is consistent with their own to achieve cross-border cooperation. It can even achieve greater development by connecting with upstream and downstream enterprises and other related industries.

At present, the cross-border approach is mainly reflected in the strong alliance between brands in different industries, the cooperation between brands and other fields of designers or artists, and between brands and popular film and television dramas, as well as in the field of home textiles.

For example, the car interior products developed by Mengjie Home Textile and the classic car brand minicooper, and the contracted illustrator of the joint Huang Xiaoming studio, and the artistic director of "Daddy Where to Go", Zhu Xinnan, launched the home textile products, which belong to the first two cooperation methods; Home textile sponsored the film and television drama "To Youth, You Are Still Here" and "Let's Love Together" is the third way.

In cross-border cooperation, home textile brands are striving to achieve emotional and tonal resonance in the cooperation of the group based on their own characteristics, target audience, market changes and other comprehensive factors.

In 2017, cross-border cooperation between industries and companies in different fields will become more in-depth. First, the home textile enterprises and furniture enterprises have changed from the simple fabric purchasing relationship to the strategic cooperation relationship; the second is that the fabric and wallpaper enterprises can form an interactive development; the third is the strengthening of the intersection and connection between the home textile enterprises and furniture, home furnishings and interior design enterprises. Through the integrated marketing channel, the information resources are shared; Fourth, the home textile enterprises cooperate with the related home industries such as sanitary ware and real estate to create a perfect one-stop home experience for consumers.

Innovation four

Expanding the home innovation lifestyle

In 2016, some home textile companies began to “go home textiles” in their own way and turned to “big homes”; in 2017, this situation will become more common. The reason for this phenomenon is that companies have generally realized that the original single product structure will continue to encounter the industry ceiling. In addition, from the perspective of the marketing model of foreign home textile companies, there are not many home textile products sold separately, most of which are integrated with home sales.

After the transformation of the big home, the home textile brand store will be upgraded to “home living museum”. In addition to the traditional home textile products, the displayed products will also be involved in fragrance, floral, silk scarves, slippers, furniture, wallpaper, porcelain and so on. These products inherit the brand DNA and attract consumers' attention in a unified style. Some enterprises may even create a master bedroom, a large guest bedroom, a small guest bedroom, a children's room, a garden balcony, etc., depending on the use of the living room. The exploration of this model has transformed home textile companies from “product operators” to providers of integrated home solutions.

Of course, the transformation of the big home has also optimized the industrial layout from another aspect, enriched the product category of the enterprise, and helped to coordinate the regional textile support, build an industry synergy system, and expand the international competitive advantage while forming complementary industries. .

Last year, in the context of the economic downturn in the whole industry, the whole house customization was in the limelight. It is reported that since the first half of 2016, the whole house custom enterprise has an excellent situation and almost all achieved profit. For example, a well-known home furnishing brand revenue of 1.669 billion yuan in the first half of the year, an increase of 44.1%, net profit of 200 million yuan, an increase of 48%.

Therefore, in 2017, home textile companies should seize the opportunity to provide consumers with more home solutions and create a new way of life in the process of exploring the transformation of large homes.

Innovation five

Intelligent exploration to improve living efficiency

Manufactured from intelligence to intelligence end product, new thinking to lead the development of intelligent textile, 2017, the concept of smart home textiles will be further extended.

At present, there are more and more home textile products in the market, such as smart mattresses, smart pillows and beddings with LED lighting functions. However, it is undeniable that some products have problems with their intelligent functions and do not really capture consumption. The pain point of the person. For example, some smart products launched by some enterprises need to rely on mobile phones to complete some necessary operations, but they do not take into account the long-term use of mobile phones, which will cause radiation to the human body. Especially when sleeping at night, it is not scientific to put the mobile phone for a long time. In addition, the compatibility of smart products is very poor, and it cannot be used on the same platform, which is not conducive to the improvement of consumers' living efficiency.

In 2017, with the maturity of the Internet of Things and Internet technology, there will be more room for development in the field of smart home textiles. On the basis of grasping the pain points of consumers, home textile enterprises can use the new generation Internet and big data core platform through joint technology companies, through voice interaction, somatosensory sensing, 3D simulation, artificial intelligence, interconnection, scene closed loop, online upgrade, Virtual reality, to achieve technical positioning and design appeal, will make sleep physical examination, cloud diagnosis, multi-device linkage, intelligent sleep aid, big data globally open, to provide consumers with more "heart-to-heart" products.