"Leading And Subverting" The Top Metamorphosis Of China'S Home Furnishing Industry

On the afternoon of March 14th, the Fifth China home furnishings Development Forum held by the China Textile Business Association and the Specialized Committee home furnishings of China Textile Association held in Shanghai New International Expo Center.

Li Jianhua, President of China Textile Business Association, executive vice president of China Textile Business Association and chairman of home textiles special committee, Peng Fu Fu, Xu Bo, editor in chief of China Textile journal, Hu Luoyan, Dean of clothing College of Zhongyuan University of Technology, and China's marketing planning expert, Ye Mao middle guest, come to the scene of the forum.

This forum is invited by the name of Guangzhou's namas commerce and Trade Co., Ltd., Guangdong Ru SF finery Industrial Co., Ltd., Mei Lai Shun international underwear City, Shanghai Yi cool Industrial Co., Ltd. and Chongqing butterfly beauty beauty trade Co., Ltd.

The theme of this forum is "leading and subverting". We strive to explore the actual needs of enterprises under the new economic situation. Combined with the latest economic situation, business situation and policy trend at home and abroad, we will provide strategic advice to home furnishing industry and participants from many angles.

This forum has invited industry association leaders, experts from clothing colleges and universities,

Li Jianhua, chairman of the China Textile Business Association, delivered an important speech at the forum. He stressed: since last year, there have been some disturbances in the home furnishing market in China, such as disrupting the market and industry order, fighting price wars and malicious competition, and causing damage to the domestic clothing industry that is heading for standardized operation and good competition and the brand of home clothes that are in the initial stage of growth.

We have always emphasized the industry.

Then, Mr. Peng Guifu, executive vice president of the China Textile Business Association and chairman of the home garment special committee, delivered a speech. He said at the Forum: "at present, the annual consumption of Chinese household clothing is over ten billion yuan, with an annual growth rate of over 30%. It has become the fastest growing variety in the clothing industry."

Home clothing is a clothing category that is gradually separated from underwear with the improvement of people's living quality, the increasing concern and attention to personality and family life.

At present, the industry is generally developing rapidly and healthfully. The development of design, raw materials, finished products processing, marketing and promotion, circulation, and market has developed to varying degrees. The products have been sold to various large and medium-sized cities and parts of the country, and have made positive contributions to solve the problems of labor force, export earning and economic development in China.

In view of the current brand operation status of home furnishing industry, senior home furnishing industry

Ye Maozhong's planning agency made a keynote speech on brands and products at the Forum: products are exchanged with consumers, and brands are used to communicate with consumers.

The key to product positioning is to identify opportunities for differentiation.

Brand positioning is not propaganda products, but to find the concept of compatible products, to find the spirit of pulling the hearts of consumers.

The soul of the product and the soul of the brand are not two in one.

But two different levels and two directions. Unfortunately, many enterprises are confused.

From product to brand is actually the process of becoming a star by ordinary people. Besides having to dress up handsome, it is more important to have a brand story. The story without the brand will spread twice as much as half the effort, especially to design the origin, either the poor children or the noble descendants.

Most avoid two.

Making love is a product, flirting is brand.

Don't just go straight to the theme. Beautiful foreplay is exciting.

So don't think that a product is good without a brand, because you don't know what brand means to consumers.

Finally, the forum invited Peng Guifu, executive vice president of the China Textile Business Association and President of the home garment Committee, Xu Bo, editor in chief of the China Textile newspaper and clothing times, Hu Luoyan, Dean of the clothing Institute of Zhongyuan University of Technology.

The audience answered questions enthusiastically, and the guests responded with great activity.

The forum, which was scheduled to end at 17, has been postponed for 1 hours imperceptibly.

This forum has created a new time record.

A guest pointed out that although the development of home furnishing industry is obvious to all, we should also be aware of the problems and challenges faced by China's home furnishing industry.

For example, influenced by traditional market channels and consumption habits, so far, brand home furnishing enterprises will still put their main terminals in department stores.

According to incomplete statistics, in the department stores of 50 large and medium-sized cities across the country, there are more than 200 home furnishing display and sales areas with a certain scale.

Through the active operation of the traditional combination mode of brand + department store, the radiant radius and brand influence of home clothes were expanded rapidly.

In the future, various marketing modes should be encouraged to develop together. While shopping in department stores and hypermarkets, home furnishing brands will be encouraged to try to open retail models such as home living rooms, home clothes stores and online sales.

Another guest suggested that we should improve the compatibility of channels.

At present, domestic enterprises engaged in wholesale, agency and distribution of home furnishing are mostly enterprises formerly engaged in underwear, clothing or even other non clothing commodities, and have turned over or simply run home clothes.

Because the household clothing has different commodity characteristics, consumption characteristics, marketing characteristics and market operation characteristics, and the channel compatibility ability is weaker, so that there are not many intermediate channels that are familiar with household clothing and its market operation. Many agents do not have the knowledge and ability to popularize household clothes at all.

But most of the domestic clothing enterprises' channel management mechanism is still not perfect. They often hope that the market promotion will be placed on other clothing agents. Some enterprises even produce products not to manage the market, which is very unfavorable for the development of enterprises.

Guests believe that while maintaining good product quality and cost-effective, enterprises also need to establish their own stable marketing channels and customer networks, strengthen market management and services, and get more market feedback information, so as to gain advantage in competition.

This high level industry development forum, a master's high-end vision and deep view feast, let all the entrepreneurs and dealers attending the meeting for a long time, is bound to set off a new perfect pformation of China's home furnishing industry.