&Nbsp: The Way Out And Countermeasures For Home Textile Enterprises

For most home textile enterprises, the domestic market outlook in 2012 is not very optimistic. However, compared with the unstable market environment in foreign countries, more and more home textile enterprises are referring to the domestic market and developing the domestic market as the most important part of their future strategy. Against this background, the pressure on the domestic market has increased sharply, and the speed of industry shuffling has intensified.

"Outside" Turn inside "Long ago" is not a new topic, but in the 2012 spring and summer home textile exhibition, Sohu home reporter's observation shows that many new problems are slowly emerging, and it is urgent for home textile people to explore together.

More and more enterprises "turn around", can the domestic market digest the increasing competitive pressure?

Many companies do not mention the difficulties and pressures of "turning around". Is the transformation process going smoothly?

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Outside turn: not corporate panacea

This year's foreign trade situation is very grim. Some companies even feel more sad than the financial crisis in 2008. In 2008, when the financial crisis just came, foreign trade had a lagging effect, so the effect was not obvious. At present, the overall situation of the developed economies is not very ideal. There are political fluctuations in the Middle East and Africa, and the whole market is really depressed. Enterprises also feel that the internal costs are also increasing, including manpower, raw materials and so on. This year's export pressure must be large.

" Home, N times In the "turn around" Xue Maoxiang, he experienced a failure of transformation, and was eventually led to bankruptcy by his rival. It can be said that "export inside" is not the panacea for all export enterprises to cope with the crisis.

It is easy to make transformation and difficult to make transformation. Reporters interviewed some home textile distributors at the exhibition site. They said that foreign trade and domestic sales were two completely different systems. "How many companies are able to attend the exhibition are small and medium-sized enterprises, which occupy a large part in the home textile industry. They export mainly to OEM brands abroad and rarely succeed in the industry.

　　 Turn around: it takes time to stay up.

Where is it difficult to turn around? Product positioning, channel construction and brand promotion are all long and complex processes. Not every small and medium-sized enterprise can afford to live.

Foreign recognized style of home textiles is not necessarily accepted in China. As long as the OEM is profitable, the small and medium enterprises that are used to the OEM are unwilling to change the route easily. Although flax is regarded as a high-end fabric in foreign countries, according to the Chinese lifestyle, it is still somewhat unacceptable to use a slightly rough linen in the four piece of home textiles. Similarly, from the design point of view, transformation is not simply changing from buying foreign draft into integrating Chinese elements into the design. This includes in-depth understanding and precise positioning of the Chinese market. How can the enterprises that pursue fast and high profits tolerate wasting time? Therefore, plagiarism and infringement are everywhere and become a vicious circle in the industry.

The channel is the pulse of the terminal market. The way to sell domestic products is not only to expand channels, cultivate terminal customers, but also to maintain communication and cooperation with stores, designers, etc. From the layout of cities to the penetration of e-commerce, traditional and emerging channels can not be achieved overnight. The long process will inevitably bring about high cost of channel construction, and there are some uncontrollable factors in the shop location and shopping mall itself. Although the channel of e-commerce B2C has saved a lot of cost than traditional channel, there is almost nothing. brand And consumer loyalty is not conducive to the long-term development of enterprises.

In contemporary society, people's pursuit of brand is stronger than any other era. Many export enterprises are complaining that the same clothing, a bag, the same processing plant, for different brand marks, retail prices are very different. While complaining, we should consider the strength of brand. For enterprises, brand is the core competitiveness, but it also needs long-term and effective operation to enhance brand awareness. Whether the brand has the power of appeal depends on whether the product can embody its individuality.

　　 Outside turn: good guidance from the association government

Take Haining Xu village as an example, about 9600 home textile enterprises, more than twenty million yuan or more of the sales volume of about 170 enterprises. The most realistic way out for the small and medium-sized enterprises will also push the industrial clusters to the stage. In the face of the pressure of transformation, how can governments and associations look at transformation in addition to their own exploration, and provide good strategies for transformation?

For the present Home textiles Wang Tiankai, vice-chairman of the China Textile Industry Association, said in an interview with reporters: "of course, we must have a tight preparation. After last year's economic work conference, our economy in the downward process, the general real economy suffered more shocks, the real economy competition industry is more difficult, small and medium-sized enterprises in the competitive industry is more difficult, and textile has tight preparations. At the same time, the enterprise product development consciousness is very strong now, has own core technology, these are very good. I don't think this year will be very bad. We need to be prepared for tightening, and exports will have some impact. "

President Wang also gave advice on Enterprise Transformation: in addition to research and development, home textiles should continue to go to the terminal, from production to production service. Second, it is also important to promote merger and reorganization of leading enterprises in the future. Promoting merger and reorganization is an inevitable trend for textile to grow from strong to strong in the future. Now our enterprises attach great importance to the front-end R & D design, and the terminal needs to continue to work hard.

"As a government department, we will play an intermediary role and do some guidance and promotion. On the one hand, we will build a platform and constantly create opportunities to help enterprises go out and sell themselves and display products," said Lou Fang, President of the Shaoxing Trade Promotion Association of Zhejiang province. On the second hand, we are also actively guiding the transformation of enterprises. This transformation is not a pure transformation, but a combination of internal and external sales. These will inevitably bring about great changes, such as products, exhibition modes, marketing networks and so on. At the same time, our government is also considering the promotion of industrial clusters, packaging and marketing regional brands. It can be said that we will give enterprises some support from the policy.

Postscript: at present, the domestic textile market is still very promising, but the opportunity is left to the prepared enterprises. In the long run, domestic sales are by no means a temporary maneuver for enterprises, and enterprises need to make long-term strategic measures in combination with themselves. Export oriented home textile enterprises The problem is not how to turn around or not, but how to win a place in the domestic market. How to tap the potential and enlarge the cake of the whole industry is the problem that every home textile enterprise wants to be bigger and stronger.