(A), the market development trend
1, the home textile market is huge and growing rapidly.
In 2006, the output value of China's home textile industry was about 654 billion yuan, the quality and efficiency of the industry improved steadily, and the domestic and foreign markets developed simultaneously. At present, China people's consumption concept of home textile products is gradually changing. With the gradual improvement of the design and technical level of enterprises in China, the huge consumption potential of the home textile market will be released. In the next few years, China's home textile market is expected to grow by 200-300 billion yuan. As one of the three final products of textile industry, household textiles have developed rapidly since 2000, with an average annual growth rate of over 20%. In 2002, the output value of China's home textile industry was about 300 billion yuan, which rose to 363 billion yuan in 2003 and the data in 2004 reached 435.6 billion yuan. According to the data released by China Household Textile Industry Association, the output value of China's home textile industry in 2006 was about 650 million yuan.
China has the largest number of consumers in the world. In 2007, China's GDP has surpassed German, ranking third in the world, with a population of over 654.38+04 billion yuan. According to the data of relevant state departments, especially in coastal areas, the middle class market is about 654.38 billion. It is predicted that there will be 200 million people in China in the next five years, and the more optimistic estimate is 350 million people. Such a large affluent group will form the most stable backbone of China society. At present, "middle class" has become a concept that ordinary people can see and touch, and it has become another standard vocabulary used to describe high-end white-collar workers after "petty bourgeoisie". This group has become an indispensable mainstay of home textiles. First, urbanization, second, new industrialization, third, internationalization, and fourth, the consumption level of residents is in a stage of rapid improvement.
Every year, 65,438+00,000,000 couples get married in China. If each couple spends 2000 yuan on home textiles, the market capacity of this market alone will be 20 billion yuan every year. In addition, in recent years, the rapid development of the domestic real estate market and the improvement of residents' housing conditions have promoted the further development of the home textile industry. The development of tourism enables foreign-related units to use matching bedding and decorative items. With the new growth demand, in addition, with the global economic integration and China's accession to the WTO, the international market demand for China household textiles is very strong. China's home textile industry is facing good development opportunities at home and abroad. Therefore, domestic experts generally believe that China's home textile industry will have huge development space and market capacity in the future, and the home textile industry will become the main driving force for China's textile economic growth.
In addition, according to statistics, the newly completed residential area in China is 500 million square meters every year, and with the renovation of a large number of old houses, the annual family decoration project will reach more than 300 billion yuan, with an annual growth rate of 30%, and will reach 500 billion yuan in the next two years. Residents will spend about 25% of their home textiles on house decoration. This is a big market. In addition, at present, 50% of domestic household textiles are concentrated in big cities, 30% in county-level cities, and farmers who account for 70% of the national population consume only 20%. With the improvement of living standards and living conditions in rural areas and frequent communication with cities, the demand for bedding will be high, and the start of the potential rural market will have a far-reaching impact on the sustainable development of the home textile industry.
According to the survey of China Household Textile Industry Association, there is still huge room for development in China's household textile market. According to the textile consumption of developed countries, clothing, household and industrial textiles each account for13, while the ratio in China is 65:23: 12. According to the standards of most developed countries, clothing consumption and household textile consumption expenditure should be basically the same, and if the per capita consumption of household textiles increases by one percentage point, China's annual demand will increase by more than 30 billion yuan. With the improvement of people's material living standards, the modern home textile industry will have greater growth.
2. The export market is in crisis.
Due to the influence of trade barriers in European and American markets, textile enterprises, especially towel enterprises, will implement new regulations on textile quota circulation from 1 65438+1October1,which was revealed in the first tender announcement of textile export agreement to the United States issued by the Ministry of Commerce in 2008. According to this new regulation, the transfer of textile quotas of enterprises will be restricted. Affected by the appreciation of RMB, an appreciation of about 2% will bring 3% profit loss. In order to alleviate the pressure of persistently high trade surplus, the state has greatly adjusted the export tax rebate since July 1. Affected by this, the foreign trade profit rate of home textile enterprises further declined. As a result, many foreign trade-oriented home textile enterprises began to invest heavily in the domestic market.
3. The towel industry will enter the reshuffle period.
In terms of towel consumption, the average annual consumption of towels in Europe and America is more than 250g, while that in China is only 50g, with a difference of more than 5 times, which has great development potential. The towel industry is generally in the competitive stage of low technology, low added value and low marketing from EMKT.com.cn, and the quality of many products simply can't meet the national standards.
It is worth noting that in April 2007, CCTV Weekly Quality Weekly and Zhejiang Quality Supervision Bureau found that the qualified rate was only 20%. Some towels that are easy to fade are found to have high carcinogen benzidine exceeding the standard, and some even exceed the standard by hundreds of times. For example, the harm caused by benzidine does not appear immediately, and the incubation period is long, which is not easy to arouse people's vigilance. I'm afraid no one would have thought that the chief culprit of the disease is a towel that loves to fade.
In fact, the quality problem of towels has long existed. At present, no more than 30% of towel products can meet the national standards on the market. Towels are products with multiple processes of 100. Some towel processing enterprises can try their best to reduce the cost. Only a few of them really reach the cotton content of 100%, and the PH value of towels often exceeds the standard. Some towel enterprises think they can get away with it, but with the increasingly transparent media supervision and the awakening of consumers, these enterprises will be eliminated by the market if they do not make fundamental adjustments. In fact, some towel companies think this is sensational, but as a quality, it has become the basis for participating in market competition. With problems and hidden dangers, it is extremely dangerous to compromise the low standards of some dealers for vested interests and ignore the long-term development of enterprises. Problems are opportunities, and problems are opportunities. At present, the common phenomenon of low quality, low standard and low added value in towel industry is precisely those who strive for the upper reaches and want to get it faster.
The shuffling stage of towel industry has arrived, and the source of shuffling will start from product quality.
The towel security door incident has aroused widespread concern from social media and consumers. It can be predicted that in the next 3-5 years, a large number of unqualified small and medium-sized towels will face severe market tests due to quality and technical problems. At this time, the whole industry will face an accelerated reshuffle period, which is an opportunity for large towel enterprises with scale, technology and standardization to accelerate their development and carry out industry integration.
4. Towels enter the brand introduction period.
Jinhao, Jieliya, Vosges and other companies have hired image spokespersons. Judging from the large-scale advertising, the towel industry is entering the brand introduction period, and the manufacturing threshold is getting higher and higher, so followers can't simply imitate it. But at present, the role of advertising is mainly reflected in the investment level. Jieliya has established the largest distribution network in China through an investment of nearly 100 million yuan, and cooperated with more than 5,000 dealers.
It is worth noting that the brand advertising war of towels took place around 2004, when household textiles and bedding adopted brand marketing. Enterprises such as Luolai Home Textiles, Fuanna Home Textiles and Boyang Home Textiles have quickly completed the layout of the national sales network by inviting celebrity spokespersons to enhance their brand image and brand awareness. Become a benchmark enterprise in the home textile industry.
Shanghai Jinshi Consulting believes that towels and bedding are completely different. The former is a stable market and consumers usually don't pay much attention to it. It belongs to low-value consumables. Because living habits and quality of life have not been significantly improved with economic income, some consumers' quality recognition, price and purchase frequency of towels are not very high, while bedding, as a bulk product of home textiles, has completely different consumption behaviors. Often bought by wedding and relocation families. The characteristic of these consumers is that the time to buy bedding is quite seasonal. Generally, we buy bedding at the peak of wedding and relocation during the Spring Festival, May Day, November Day and New Year. Because they buy it at a major life event, and it may be the only time in their lives, they spend more money on expensive bedding to show their attention to this life ceremony.
Bedding, in the form of large-scale advertising, mainly establishes high-end unique brand imagination, especially produces good brand impression and association with the main target consumers, and plays a guiding role in the purchase process. However, the brand promotion of towels is entirely in the form of advertisements, which is difficult to boost sales. At present, it mainly plays the role of suggesting consumption, telling consumers what brand of towel I am, without in-depth communication with consumers, and providing consumers with a reason to buy. Many consumers' understanding of towels only stays at the level of daily cleaning, which is a product with low attention, and the market needs education and guidance. It doesn't matter what you are, but what consumers think of you.
Therefore, guiding and stimulating consumer demand has become a key winning factor. On the other hand, the brand of soap is Shufujia, and the brand of toothpaste is Colgate. As a towel-related commodity, a strong brand will also be born.
The demand for towels has entered the era of innovation and segmentation.
With the rapid development of China's economy, the disposable income of consumers is increasing, and the diversification and personalization of home textile products consumption are becoming more and more obvious.
From basic daily needs to multi-level needs, such as towels, beauty towels, children's towels, kitchen towels and so on. Of course, this is not enough. Towels must meet and explore the new market demand from the aspects of style, fabric, color, pattern, function and use, and only do craft and pattern design.
In fact, with the improvement of people's living standards, the trend of personalization is becoming more and more obvious. The basic cleaning function of towels can't meet the market demand. In this field, many towel enterprises are complacent, just producing and selling towels, forgetting the changes and development trends of the market. In fact, meeting the needs of a target consumer group is to develop a new market, and because of meeting specific needs, the added value of products has been improved and higher prices will be accepted. For example, every year in China, millions of people stay in bed for a long time because of stroke, diabetes, car accidents and other reasons, which brings a heavy burden to families, families and society. They basically scrub their bodies with towels every day to avoid infection.
Qingdao Xiyingmen Group recently held the 2007 annual new product appraisal meeting, which showed the latest innovation achievements to domestic first-class industry experts. Twenty-three new products covering home textiles, rubber tires and other fields have passed the expert appraisal in one fell swoop, all of which are the leading level of similar products in China.
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