Home Textiles 2015 Looking for Innovation and Breakthroughs

Trend 1 Channel

Double-line fusion continues to deepen

In 2014, new channels such as e-commerce can not be underestimated for the suppression of home textiles. This trend indicates that the change of home textile terminal Model has already arrived. The 57.1 billion yuan is the transaction volume of the Tmall "Double 11" in 2014. This new transaction record also indicates that the dual-line integration has become the vane of the industry trend. In the category of home textiles, LOLO's sub-brand LOVO is in the first place, Mercury Home Textiles is in second place, Fu Anna is in third place, Boyang Home Textiles is in fourth place, and Mengjie Home Textiles is in fifth place. In the sixth place, Hengyuanxiang was ranked seventh, Luolai Home Textile was eighth, Arctic velvet was ninth, and Qianhuang Silk was ranked tenth. Many offline strong home textile brands also performed well online, proving the strength of the brand and the power of the two-wire fusion. The perfect ending of this shopping carnival fully reflects the changes of consumers' shopping habits, that is, online shopping has become more and more people's choice, which means that home textile brands have more choices for O2O, identify the consumer groups, tailor their clothing, and operate with integrity. Big brand influence is imperative.

The e-commerce business has created new home textile miracles again and again, which has brought more business opportunities for the channel layout and integration of home textile brands. According to the forecast of home textile products' attributes and market segments, the sales channel of home textile products will be polarized in the future, and low-end products can be sold directly through online channels. For mid- to high-end products, more will be C2B and O2O. The combination of modes. In short, companies rely on the support of the Internet to engage in direct interaction with consumers, and then docked offline to allow consumers to obtain a perfect experience and services to meet their consumer needs.

Trend 2 field

Cross-border furniture and hardware and software

On February 21, 2014, the China Summer Housewares Expo opened in Shanghai. Many companies did not bring mainstream products to the show. Instead, they exhibited more homes, accessories, accessories and other products, suggesting that the content of home textiles is changing. From the past, we only focused on hard furnishings and developed into a delicate pursuit of soft furnishings. Many exhibitors frankly stated that as housing prices continue to rise, people are more willing to choose to use more creative soft-packing instead of hard-packing in order to better match their homes, maximize space and make it convenient over time. The replacement and accumulation of replacements have also led to the growth of the soft packaging market. Obviously, along with the general trend of transformation and upgrading of the textile industry, the home textile industry as a traditional industry also needs to follow the industrial upgrading. Expanding into the home furnishing accessories area downstream of the industrial chain will be a good choice for the next step in the development of home textile companies.

The ever-increasing consumer demand for home furnishings is both an impact and a challenge for home textile companies. From the perspective of the household industry, the consumption structure is undergoing tremendous changes. The propensity to consume is tending to be polarized. There is a clear distinction between high-end and low-end needs. Therefore, home textile companies must be prepared for transformation and upgrading. In the field of traditional home textile manufacturing, if there is no innovation, it is difficult to have room for development. Choosing to dig deeper into other fields or in the original industry chain is the key measure for maintaining the competitiveness of home textile enterprises in the next step.

Trend 3 Products

Technological innovation function diversity

The essential essence of home textiles is to “people-oriented”. All home textile products must be based on humanity. Therefore, fine craftsmanship, technical fabrics, and multiple functions will become the mainstream trends in the home textile product market in 2015. This is in line with the overall industry. The environment and consumer demand are closely related. The consumer demand determines the market development. With the change of consumer's consumption concept and the pursuit of quality life, it is bound to put forward higher requirements on the degree of environmental protection and functionality of home textile products. Healthy and comfortable cotton bedding, low-carbon and environmentally-friendly natural fibers, and time-honoured embroidery techniques are in keeping with the modern concept of environmental protection. In particular, children's home textiles have a higher degree of environmental protection. However, looking back at the current domestic children's home textile market, it is still in the initial stage of development and lacks a strong dominant brand. Although there are some excellent companies in the industry, the deep development of its brand and the extension of the creation of sub-brands are still at the trial and trial stage. This is still an opportunity and a challenge for domestic textile companies.