Good Channel Is The Two Starting Point For Brand Building Of Home Textile Enterprises.

This year is the key year for the implementation of the 12th Five-Year plan for home textiles. For the home textile industry, it is facing an important period of strategic opportunities. Product research and development and channels are the two ends of the industry smile curve, which are the two starting points for brand building of home textile enterprises. This will be the task of the domestic textile industry in the next 3-5 years or even longer.

In the 12th Five-Year plan of home textile, ten major tasks, such as exploring diversified channels, building a new marketing pattern, speeding up brand building and building an omnibearing system, are formulated around the demand of terminal market, but the most important thing is to do well in two aspects, namely, product development and channel construction.

As a terminal product, home textiles must face the market. Enterprises must go to the market, and brands are naturally the top leaders. Therefore, improving brand value is the problem faced by every enterprise. Channel is the most closely linked part of the terminal, and plays a vital role in the development of the brand. We often say that we must grasp the channels of research and development. Product research and development is to emphasize originality, emphasize the technological contribution rate of products, improve the work efficiency of enterprises, strengthen the research of core technology products and functional products, and improve the level of industrialization of mature product technology. It is a prerequisite to encourage enterprises to develop good products, but there must be a new channel. Only when the channels are perfect can they carry out a cycle, so that enterprises can invest more money in research and development of goods and then invest in them, thus forming a better cycle.

How to optimize the channel and bring more benefits to the terminal has become an urgent problem for home textile brand. With the pressure of rising costs and rising rents, competition in traditional channels has become increasingly brutal. When the traditional channel is in a low ebb, the emerging channel market is showing a rapid growth. The power of e-commerce is self-evident for the home textile industry. 2012 annual sale of Taobao platform online Spin The product is 13 billion 100 million yuan, an increase of 102.2% over 2011. This shows a new business pattern, and brings more opportunities and possibilities for the layout and integration of our home textile brand. The home textile brand must face up to the rise of online consumption power and make e-commerce a new business.

In recent years, some people have proposed to do "home textile" Gome, "home textile Suning", and have begun to do this. Enterprises should do a good job in upgrading traditional channels and exploring new channels, which is the key to achieve the two leap. For example, the construction of cluster business platform, so as to integrate the ecological chain, share channel resources, logistics warehousing, and introduce or strengthen training products display, photo and graphics, model, data analysis, marketing planning, outsourcing design and other related professionals. "

Channel innovation is not entirely creation, it can be the return of traditional channels, or the re integration. How to integrate traditional retail with e-commerce is to complement each other, or even to integrate channels. This is what we will explore in the future. Enterprises should change their thinking of development and break the decentralized and single sales mode that the home textile industry has long dominated by department stores, supermarkets, specialized markets and exclusive stores, and strive to create a new procurement mode for consumers and promote the further development of the industry.

E-commerce is not a simple online shopping. Now everyone is talking about how O2O and O2O should develop. Is this a trend? The industry has yet to make a definitive conclusion. With the development of technology and the development of e-commerce platform, the emergence of the Internet of things is not a big impact on the current e-commerce. Whether the Internet of things will replace e-commerce or the Internet of things and the co-existence of online and offline businesses are still unknown. In any case, what enterprises need to do is to adapt to the new situation and create a new future.

The home textile industry is a highly viable industry in the entire textile industry chain, and has made remarkable achievements in the past. We can see that although the market competition is increasing, the prospects for the development of the home textile industry are far less than 1 trillion. The carpet has not yet been popularized, and the wall cloth has not been promoted. There are too many things to do in the home textile industry. This requires enterprises to actively respond to the strain and intensive cultivation. As long as the potential of "home textiles" is fully excavated and exploded, it will enter a new era of "new home textile new life".