Analysis of Development Trend of Domestic Fabric Industry

In the cloth industry, the number of large-scale and powerful brand cloth companies is not large, and more is a small processing plant that produces in the form of family workshops. There are limitations on the scale, funding, and technical strength. Even if there are some powerful companies, because of their geographical, marketing, and propaganda reasons, they will not be familiar to the masses of consumers. In addition, due to the lack of a truly authoritative organization in China to supervise the entire cloth industry, the quality of products in the industry is uneven.

Today, quality issues have become a stumbling block to the development of the cloth industry, and it is imperative to strengthen industry quality supervision. Retiring from one level, the lack of credibility and the low-cost expansion of companies relying on damage to the environment and consumer interests are not only unethical, but such development is also unsustainable.

In addition, the lack of brand seems to have been the pain of the cloth industry. At present, there are few cloth brands that are generally recognized by the general consumers in China. I was interviewed by a dealer who once had emotion: "The curtains are very special things. They are all tailor-made. How can there be any trademark! It is still very difficult to achieve mass production. In addition to fabrics can be done in batches, the final product All need to be customized according to customers' different uses and different styles. Most of them are not trademarks, and many of them are also affixed by the owner himself."

Looking at the status quo of the industry, first, because the domestic fabric products are still not finished, the brand image of the cloth manufacturing enterprises can only be established among the wholesalers and retailers in the circulation field. Second, most cloth companies have weak brand awareness and price management is not standardized. Third, cloth curtain products belong to personalized and customized products. Due to the long production cycle, it will also affect the progress of brand promotion to some extent.

After so many years of exploration and development in the domestic cloth industry, from single-brand to multi-brand operations, service enhancements, and changes in models, cloth manufacturers have also sought to understand terminal operating requirements and meet terminal consumer preferences with this pattern. Context, each change reflects the predictions and attempts of major cloth manufacturers on the market and even the industry.

First, a single approach to diversified development is the inevitable way to see from the two major industrial bases in Guangdong and Zhejiang, Guangdong in the product is mainly characterized by the positioning of the style and then strengthen its brand packaging and services, pay attention to the building of marketing models, with a large product structure Advantage. Zhejiang has more features in the jacquard and fabric processes. Its advantages in price and diversification of products have obvious advantages in the small structure of the market.

With the development of the industry, the respective characteristics of the two industrial bases draw on each other and influence each other. On the one hand, Guangdong focuses on the in-depth development of products and enhances the value of the products themselves; on the other hand, Zhejiang manufacturers also use the Guangdong model to conduct marketing breakthroughs. Therefore, there is a full range of competition between the manufacturer and the manufacturer. This kind of competition is definitely a model-based competition and a channel-based competition.

The ultimate development of the industry will be polarization. Some manufacturers will become pure product suppliers, and some manufacturers will become pure brand operators.

Second, the cloth industry terminal branding Above mentioned, because of the particularity of cloth products, there are products in the minds of consumers is difficult to brand, but in recent nearly 10 years, the design as the core of the display**, to promote the terminal stores The store image, space layout, style and craftsmanship, and supporting atmosphere have undergone qualitative changes. When consumers choose among many similar products, they not only pay attention to whether the product can meet basic material needs protection, but also pay more attention to what kind of added value the product can bring. In fact, we all know that in terms of product features, the same price, the traditional store's product may not be essentially different from the brand store's product, but the consumer's preference when choosing is more obvious.

Third, multi-style stores have become a unified brand VI recognition system, the overall atmosphere to create, professional services, allowing consumers to enjoy the brand experience. Everyone has different dreams for his own home, and thus diversification of home improvement design style becomes inevitable. The single style product can no longer meet the diversified needs of home improvement design. The different functional areas in the home are already decided to match the fabric is a multi-style combination of organic whole.

Fourth, the impact of standardized services into the core competitiveness of the brand name, multi-style combination has contributed to the relationship between stores and consumer lifestyle, through the psychological impact of consumers to increase the value of products in the minds of consumers, with multiple varieties The emergence of the consumer experience "one-stop" consumption, and then form a unique value-added stores.

V. Improved marketing methods On the basis of traditional exhibitions, we should seek better marketing strategies and rely on science and technology to bring the highlights of the curtain industry to great advantage. For example, the home magician display software that has emerged in the market is a professional software that directly converts decorative materials into actual display effects. It eliminates the complicated process that previously required designer or home store design renderings, effectively reducing the production design effect. The cost of the map; this can be widely used for store display design, tender project design, personalized service and other needs.

The next decade will be a decade of great consolidation and development of the cloth industry. Bedding, as the leader in the home textile industry, has already given us a good role model. The road to branding the cloth industry is just around the corner.