Many Shoes And Clothing Brands Have Achieved The Double Growth Of E-Commerce Business

Since the second half of 2012, the most frequently asked question by industry analysts is: "do you think the home textile industry is now entering the bottom?" The author's answer is a famous saying of Dickens: "this is the best time and the worst time.".

From January to November 2012, the growth rate of output value of home textile enterprises above designated size was 13.97%, at the same time, the profit growth was higher than the industrial output value growth, indicating that China's home textile industry as a whole has maintained a healthy development. However, the prominent problem is that the polarization of enterprises in the industry is serious, the differentiation of subdivided industries is intensified, and the number of loss making enterprises and loss making sub industries is increasing.

From the perspective of marketing channels within the industry, many brands have achieved the doubling growth of e-commerce business through e-commerce channels. At the same time, affected by the weakness of department stores, the rise of fixed costs and the impact of e-commerce channels, offline channels are facing bottlenecks.

Fortunately, no foreign brands occupy the "ceiling" position of the industry, leaving unlimited space for domestic brand competition; However, domestic brands are still in the "spring and Autumn Period" period of the industry, and there is a "weak difference, strong imitation, homogenization" competition pattern.

At present, spin Industrial restructuring has entered a critical period, especially under the influence of the global economic crisis, China's home textile industry in the past 20 years, the first real significance of the shuffle opportunity is coming. The new government emphasizes that there is room for the development of traditional industries, and it is necessary to speed up the transformation and upgrading of traditional industries to improve product quality and market competitiveness.

For the home textile industry and even the whole textile industry, scientific and technological innovation is not difficult in terms of hardware, but "soft power", which is the ability of independent design. Without independent design, the first-class hardware equipment can only produce third-class goods. Therefore, adhering to independent design is the key to the survival of home textile brands, especially the medium and high-end brands.

Therefore, fuana's achievements today not only lie in the fact that it took the lead in adopting SAP system, intelligent hanging system and flat screen printing technology, etc., and possessed the world-class manufacturing capacity and scientific and technological level, but also because it has adhered to a brand road of independent design of "art home textile" in the past 20 years.

In recent five years, the company has invested nearly 100 million yuan in research and development of new products, and launched a new product every 2.5 days on average. It is one of the enterprises with the largest number of proprietary intellectual property rights in the industry. The proportion of new product sales increased by 10% in two years. With its distinctive design style, it has attracted a stable customer group and guided a more artistic lifestyle in Chinese families.

Taking fuana's wedding products in autumn and winter of 2012 as an example, the company's design team paid attention to the needs of the post-80s and post-90s newlyweds and changed the stereotyped "big red" tradition by adding bright colors such as beige, gold, bright blue and fruit green. The product was highly recognized by consumers as soon as it came into the market, creating a new sales record, and leading to the household trend of "wedding bed products are available all year round".

Starting from this year, the company will break the industry practice, and the R & D cycle will be 3 months ahead of schedule, and more new designs meeting the needs of market segments will be launched earlier and faster than peers. Only in this way can we ensure that products are sold more expensive, faster and better than others in both e-commerce channels and physical operation channels, and maintain a stable profit level of enterprises and high value-added brand value.

The 12th Five Year Plan for the development of textile industry points out that "new breakthroughs have been made in brand building, 5-10 brands with international influence and 100 well-known brands with high recognition in the domestic market" have been formed. The author hopes that more home textile enterprises will join the ranks of independent design, create brand clusters with international influence and create "the best era".