Yang Zhaohua: The transformation of the home textile industry is imminent

After experiencing the difficult development in 2012, home textile companies are full of expectations for 2013, but they are also mixed with some confusion. "Expectations" are due to the reduction in the interest rates of new deposits at the beginning of this year and the introduction of relevant preferential policies after the party's convening of the Communist Party. They have seen signs that the industry is picking up; "being confused" is because of new markets. Under the circumstances, companies do not know how to grasp the pulse of the industry and predict the future trend of the market. With questions, the reporter interviewed Yang Zhaohua, president of the China National Textile Association.

Change is imminent

Reporter: What have been the achievements and developments in the home textile industry in 2012 that have affected the home textile market economy in 2013?

Yang Zhaohua: The overall development in 2012 can be summed up as "worries and joys, and joy and joy." "Worried for joy" is because the home textile industry has not risen as fast as the other industries, or the individual indicators have dropped very fast, but has maintained steady growth. According to statistics, from January to November 2012, the growth rate of the output value of textile enterprises above designated size was 13.97%. Customs data showed that the export growth rate of the home textile industry was 6.04%. At the same time, the profit growth was higher than the industrial output value growth, which means that the home textile industry is still maintained. On a healthy development track, it also shows that the company's inventory conversion is better. The reason why “happy in the middle of a worry” is stated is because the downward pressure on the industry and the deterioration of the general environment have caused the demand to be restricted compared with 2011. Second, after the product segmentation, the small industries in the large industry are not all To be good, the growth rate of blankets and cloth arts is lower than average, and bedding and towels are higher. At the same time, the quality of the international market has also affected companies. If only a single market, then the crisis is relatively large. For example, if an enterprise only makes a single product and a single market, if both are not good, then it will be worse for the enterprise. Third, the polarization of enterprises is serious and loss-making enterprises are increasing.

Therefore, from the considerations of various countries, industries, and enterprises, we will not judge that the overall economic situation in 2013 will change significantly. In this situation, the home textile industry must make changes in order to achieve growth and development. In fact, the growth of the home textile industry in 2012 has been transformed. Among them, some enterprises' changes have been changed under the pressure of the market; others have taken the initiative to seek changes, through market segmentation, to find markets and products that have not yet been developed or under-exploited, and rely on new Business to make up for the loss.

If we say that the previous "change" was for innovation, then it is now for survival. Therefore, in 2013, companies should focus on changing themselves, adapting to market development, transforming extensive development methods, implementing differentiated business strategies, and opening up new markets. Before the transformation of enterprises, we must first change from ideology to achieve “ideological first” and change consciousness. While analyzing the company itself, we must also analyze the changes in domestic and foreign markets and changes in consumer behavior. Only in this way It is the most fundamental change.

Care for rigid needs

Reporter: This year is the third year of the textile industry's "Twelfth Five-year Plan" development plan. What are the major development goals of the industry this year?

Yang Zhaohua: This year, the home textile industry faces the same problems that other industries face. On a macro-environment, export recovery has been slow, internal demand is not booming, and there is a huge downward pressure on the industry. In fact, at the beginning of the formulation of the “Twelfth Five-Year” development plan for the industry, we have already predicted that the industry may face these problems, but the actual pressure is greater than expected. For the industry, the greater the pressure, the stronger the urgency of implementing and implementing the “12th Five-Year Plan”, and the more it can prove the importance of implementing the “Twelfth Five-Year Plan”. The year 2013 was considered as the year of the last year. For the industry, this year should focus on changing the growth mode and adjusting the industrial structure. This main line will not change, but in the process of transformation, we must pay attention to solving the problems and problems we face, and pay attention to Checkpoints and directionality, find breakthroughs for innovation and development.

Reporter: From the aspects of technological innovation, channel innovation, and model innovation, how will China's national textile industry develop this year?

Yang Zhaohua: In the "Twelfth Five-Year Plan" development plan, it has been clearly pointed out that design and development and channel construction are both ends of the smile curve in the home textile industry. The home textile industry must first break through technological innovation. The home textile industry is a downstream industry. Compared with the upstream industries such as chemical fiber, printing and dyeing, there are not many technological breakthroughs. The research and development of home textiles should focus on research and sublimation of culture. For home textile companies, corporate culture can guide product development more clearly and better. The leader of a company must transform the corporate culture into a product culture so that the corporate culture is more like a figure and is more easily accepted by consumers.

In addition, companies must reduce product prices through channel innovation so that consumers can afford it. It is worth noting that technological innovation and channel innovation may increase corporate expenses in the early stages, but the fundamental purpose of innovation is not to increase the price of products, but to hope that companies can improve their products through innovations in production efficiency and technological content. Quality and function, dilute production costs, and avoid equating R&D, innovation, and channel innovation with cost increases.

At the same time, this year's home textile industry should maximize the advantages of e-commerce as a new channel. In recent years, the home textile industry has performed very well in the field of e-commerce. According to statistics, in Taobao's 2012 “Double 11”, there are 18 merchants selling more than 50 million yuan, among which there are 4 home textile brands, namely, Rollei, Fu Anna, Mercury and Bo Yang, with sales exceeding 20 million yuan. Among merchants, home textile brands accounted for a higher proportion. This shows that the home textile industry attaches great importance to e-commerce and has already occupied a certain position in this field.

However, in the rapid development of e-commerce channels, companies can not ignore some of the existing problems. One is the regulatory issue. Who guarantees the quality of online sales home textile products? There are tens of thousands of home textile business operators on the Internet, and it is difficult for individual unscrupulous merchants to monitor. The second is the profit model and sustainability issues. From the inside of the industry, the current home textile industry has not yet formed a relatively good profit model in e-commerce. The sustainability of e-commerce still needs to be tested by the market.

We remain cautiously optimistic about the development of the industry in 2013. Although we will face all kinds of pressures, the consumer market and rigid demand will still exist. Although the road to the continued development of the home textile industry is not easy, it is bright. What the enterprise needs to do is to change the mode of development and intensively cultivate it.