Home Textile Technology Innovation and Branding

Recently, Yang Zhaohua, president of the China National Textiles Association, said in an interview that the mid-term planning goals of the home textile industry have been completed well. The industry scale indicators have been completed well, the technological level and innovation ability have been greatly improved, the independent brand construction has been accelerated, and sustainable development has been completed on schedule.

During this period, the home textile industry was repeatedly praised by industry leaders as a "growth spot." The data shows that in 2011, the beginning of the “Twelfth Five-Year Plan” period, the entire industry maintained a growth rate of 10%, the growth of enterprises above designated size reached 23%, and home textile exports reached 34.4 billion US dollars, an increase of 16% over the same period of last year. In 2012, the indicators of the home textile industry grew well, production remained stable at double-digit growth, and the domestic sales market became an important factor driving growth in production and sales. Exports maintained growth, and the overall operation quality of the industry improved steadily.

What is even more gratifying is that the e-commerce development in the Chinese national textile industry is in full swing: In 2011, home textile e-commerce emerged in succession, but it was a blockbuster; in 2012, home textile e-commerce blossomed everywhere. According to statistics, in 2012, Taobao platform sold 1.14 billion yuan of home textiles on the Internet, compared with 2011. The year has increased by 102.2%. In 2012, the global b2c e-commerce sales exceeded US$1 trillion for the first time and is expected to reach US$1.29 trillion in 2013. November 11th, 2013, the world's largest online shopping carnival, Lynx Mall home textile "double 11" glorious results, a single day 35 billion yuan performance to create online shopping myth. Among the top ten brands, the home textile industry has two seats, and the strong home textile brands such as Rollei, Fuanna, and Mercury have performed well on the line. They have quickly become the top three in the home textile e-commerce business, proving the power of the brand and double The power of line fusion. Under the economic downturn, e-commerce has created new home textile miracles again and again, which has brought more opportunities and possibilities for channel layout and integration of home textile brands.

The achievement of home textiles benefits from the escort of a series of innovative measures. One is to strengthen technological innovation and product innovation; the other is to control quality and strengthen management. The entire home textile industry has achieved “three insistences”: insisting that the main business does not relax, digging deep into the potential of home textiles; persisting in exploring the industry chain, controlling terminals, and getting close to the market to improve product competitiveness; insisting on both domestic and foreign trade and creating new marketing channels. With high production and operating costs and increasingly fierce market competition, home textile companies have ensured a counter-trend in the home textile industry through measures such as strengthening management, saving potentials, adjusting structures, and reducing costs.

While the economic indicators of the textile industry have grown steadily, quality issues are still the key to maintaining the company. With the significant improvement in the level of science and technology, low-carbon environmental protection, energy saving and emission reduction have become the duty that textile enterprises must pay attention to and earnestly perform. At the same time, there is still a lot of room for improvement in the construction of new channels, there is still much room for improvement in terms of innovation, international cooperation needs to be further strengthened, and public service platforms are still inadequate.

To this end, Yang Zhaohua proposed the focus and direction of the home textile industry. He said that "new home textile new life" will become the direction of development of the home textile industry, home textile industry to adapt to the needs of building a strong country for ten years, create new competitive advantages, continue to develop and produce high-quality products, in order to meet the people across the country to live a good life new expectations Make a contribution.

The recently held central urbanization work conference clearly defined the guiding ideology, main objectives, basic principles, and key tasks of urbanization, and made specific deployments, which will bring new opportunities for the home textile industry.