Focus on channel re-creation to create custom, finished curtains, O2O three hot words

2017 is the key year for comprehensively deepening supply-side reform. On this occasion, the transformation and upgrading of traditional channels and the new channel innovation in China's curtain fabric industry in 2017 are particularly interesting. What kind of new pattern will China's curtain fabric industry present, and what is the future development trend?

On August 18th, the annual meeting of the National Textile Association's Fabric Professional Committee in 2017 and the 2017 China Curtain Fabric Industry Trend and Pattern Creation Conference was held at the Keqiao Furama Hotel. The event was hosted by China Household Textile Industry Association, Keqiao District People's Government, China National Textile Association Fabric Professional Committee, "Home Textile Times" magazine, Keqiao District China Textile City Construction Management Committee, Zhejiang Firefly Exhibition Co., Ltd.

Yang Zhaohua, Vice President of China National Textile and Apparel Council, President of China Household Textile Industry Association, Secretary of Party Working Committee of China Textile City Construction Management Committee, Shen Guanxiang, Vice Chairman of China Household Textile Industry Association Zhu Xiaohong, Chief Economist Wei Qixiong, China Light Xu Haifang, deputy secretary and deputy director of the Party Working Committee of the Textile City Construction Management Committee, and other leaders attended the event.

In his speech, Shen Guanxiang said that on the occasion of the opening of the curtain fabric exhibition in autumn, the annual meeting of the National Textile Association of China Textile Association and the trend and pattern of China's curtain fabric industry will come to Keqiao, which is a national textile industry. The grand event is also a major event in Keqiao District; it is a marriage between an industrial base and industry authority, and a fusion of professional markets and fashion trends. It is hoped that with this meeting, more industrial docking and exchanges will be realized, which will better promote the “three times of entrepreneurship” of China Textile City and the transformation and upgrading of the textile industry in Keqiao District.

Yang Zhaohua tells about the gratifying changes that are taking place in the home textile industry from five aspects. First, the store display is very focused on the overall home improvement display, enhancing the consumer experience. Second, companies are actively using the thinking of the Internet to complete the construction of information. Third, national processing centers or regional processing centers are a revolution that drives sales channels. Fourth, at this time, we should feel how consumers understand the concept of “finished curtains”. With the post-80s and post-90s becoming consumers, their needs are more simplified, but they are more cost-effective. Fifth, the online sales of curtains are developing very fast.

Yang Zhaohua said that the upgrade of online sales and the development of the online red economy do not mean the disappearance of traditional stores. On the contrary, online and offline integration, transformation and upgrading of traditional stores, to enhance consumer experience, while promoting the cross-border transformation from single product to small home textiles to large home is the three directions of home textile channel development.

Wang Yue, a partner of Ai Rui Group, gave a keynote speech on "Insight of Red Economy and Brand E-commerce". In the context of consumption upgrade, consumers pay more attention to the brand and quality of goods. The B2C market represented by “Internet + brand” is growing stronger. More and more brand enterprises regard e-commerce as the business focus and promote brand e-commerce. Development, providing the brand e-commerce with the soil on which to survive.

This forum gathered the big curtains and pioneers of the Chinese curtain fabric industry, focusing on the three hot words of “customization”, “finished curtain” and “O2O” fabric industry, and deeply analyzed the changes in consumption and lifestyle. Through the changes in new consumption and new retail methods, we will clarify the current new pattern of China's curtain fabric industry and share new ideas, new ideas and new models.

Breaking the keyword one: custom

Unstoppable, but not blindly follow the trend

“Customization” is a hotspot in the current home furnishing industry, and many companies are rushing. How does the curtain fabric industry seize the opportunity of “customization” and find its own custom model?

Wang Weiyang, general manager of Zhejiang Babe Textile Co., Ltd., as the keynote speaker of “Customization”, said that in the domestic home furnishing industry, many listed companies such as Ou Pai Home and Sofia have been involved in customization. Customization is the trend in the big home environment, but it also faces many difficulties.

Zhou Guoxuan, chairman of Xiaoxuan Window Room Supplies Co., Ltd., said that Xiaoxuan Window will not reject any new channel model in the market. Now “customization” is a hot word, and the proportion in the whole home industry is growing. Under such circumstances, he believes that the curtain fabric industry should actively embrace customization.

“If the fish has been on the road for 13 years, it has been 13 years.” Li Tao, a partner of Yude Water Home Textiles Co., Ltd., told everyone that in order to solve the problems along the way, such as the fish water 3 years ago, the company invested in the MAS system, the system directly orders production, assembly line Generated, delivered directly to the store terminal, opened up the entire marketing end, enabling the company to move towards a refined, managed modern customized route. At present, there are mainly three modes of finished product customization, deep customization, and scale customization, which solves the problem that the off-season has nothing to do and the busy season is too busy.

Lu Jinzhou, chairman of Kimberly-Clean Textile Co., Ltd., has a slightly different view. He believes that “customization” is an opportunity, but not suitable for all enterprises. Lu Jinzhou introduced that Kimberly-Clark has been engaged in "customization" for one and a half years and has been continuously improving. He believes that "customization" can not be infinitely magnified and personalized, must meet: first, standardization of process production; second, to establish a strong system, from order placement to production, cutting, finished product production, quality management, inspection and storage, Delivery, the entire process must be in place; Third, the system and the process must be connected through information, from the order to the after-sales service, through the information control each node.

To do "customization" will definitely face the problem of delivery, Li Tao said, "fish and bear's paw can not have both, can only be arranged as reasonably as possible." Lu Jinzhou believes that companies must have a precise positioning of customers and brands, To achieve a small variety and fine, in the off-season to prepare inventory, the peak season can be more able to cope.

Breaking the key word 2: finished curtain

Opportunities and challenges coexist, "creating consumption" is a breakthrough

The “finished curtain” is undoubtedly the hottest vocabulary of the curtain industry in 2017. Taking the custom route or taking the finished product route, the curtain company is very confused. At present, there are still many misunderstandings about the finished curtains. How can we get a clearer understanding of the finished curtains and how to make curtains from durable consumer goods into fast-moving consumer goods.

Wei Zhonghua, the chairman of Zhonghua Home Textiles Group, as the key point of the “finished curtain”, is very optimistic about the prospect of finished curtains. He said that the biggest advantage of finished curtains lies in convenience, price and price.

Li Tao said that if a company wants to push the "finished curtain", it first needs to change the manufacturer itself, then change the dealer, change the salesperson at the store terminal again, and finally guide the customer to change.

Bu Jianxuan founder Jiang Jianhong introduced that he has been involved in Tmall Taobao since 2008 and has now combined O2O online and offline. Since the concept of “finished curtains”, the company has always been based on the output of “finished curtains”. He believes that “finished curtains” should be solved in terms of price and stocking. The “finished curtain” is mainly aimed at the middle and low-end customers, especially the young consumers after the 80s and 90s. Their concept of curtains may be different from that of their parents. The frequency of changing curtains will be faster, so the cost performance needs to be higher.

"The curtain itself is a low-frequency consumer product. We will divert the concept of 'finished curtain' to the consumers of the terminal, which is to encourage them to change the curtain according to the season and mood, and increase the frequency of consumption." Ding Yi, manager of Hexin Home Brand Business Department The curtain fabric has various styles. Like the "customized", the "finished curtain" also needs to streamline the SKU, which requires a certain proportion of explosive products and a certain proportion of profit.

According to Ding Yi, at the end of last year, Hexin Home introduced the Disney licensed series to the finished curtains. This is the first time that Disney's century-old classic IP has been applied to home textile fabrics. At present, the first-class finished curtain Disney series has been launched in the market, and will be unveiled at the Shanghai Fabric Exhibition during the August 26th period. Through the net image of Disney Mickeyini, the terminal consumers will quickly and effectively purchase curtains.

Breaking the keyword three: fabric O2O

Online and offline to create a full service system

The curtain fabric industry leveraged the "Internet +" to create an O2O ecosystem platform and empower the industry to bring new atmosphere and new vitality to the industry. New homes such as curtain home, Wanjia curtains, curtain curtains, quick step, 48 roads, etc. have sprung up, and the integration of online and offline has become a new bright spot in the transformation of the industry.

Lu Wenlong, the chairman of Zhenbei Group, as the keynote speaker of “O2O” as a key point, pointed out that curtains are personalized products, and consumers not only want to satisfy their own visual experience, but also hope to satisfy the tactile experience. Regardless of whether it is “customized” or “finished curtain”, the “O2O” mode of online sales and offline experience is an inevitable trend. The key is how to do online and offline integration, how to control the scale under the line, On-line picture beautification, how to drain each other through online and offline, in order to serve customers in all aspects.

Dong Zhenjie, co-founder of the company, said that the scale of offline experience stores is not large, and there are many, even mobile stores can be set up to satisfy the consumer experience. The same is true for online sales. The front line should not be pulled too long. The leadership of the Internet is mainly reflected in five aspects: special, small, fast, change and far. Enterprises should have a long-term predictability and position themselves.

"For online sales, selling products is selling pictures. The quality of the pictures is very important for the sales results." Yang Wei, general manager of Wanjia curtains, said that to make the design of the online experience store, the beautification must first be willing Invest. To this end, Wanjiali has introduced a group of excellent artists. Later, it also spent a lot of money and energy to invite professors from the Chinese Academy of Fine Arts and large art institutions to further tutor these artists to help them further enhance their aesthetic ability. Have a better experience on the line.

Hu Zhongyue, chairman of the curtain home curtain fabric, said that online and offline drainage is interactive. At home, the curtain has set up 3,700 outlets through the push of the ground. Up to now, it has been reduced to about 1,200. It has been expanding and being standardized. When consumers are satisfied, online traffic will be promoted along with offline. Increasing. At the same time, through the media to continue to graft, through accurate propaganda means to allow consumers to easily contact the curtain to get home, the online flow of people into the offline store.

Editor in charge: Xu Yuehua