How will the competitive landscape of the home textile market develop in 2010?

Although home textile is a traditional industry, the actual development time is not too long. The domestic branding of home textile brands started late. Ten years ago, it was also called bedding. After 2000, Home Textiles entered a period of rapid development and a number of brand-conscious professional manufacturers emerged. These enterprises seized the opportunity to seize the brand awareness, reputation, market share and market share. The first opportunity, such as Rollei, rich Anna, Meng Jie, Tanghuang and other brands.

Since the entry threshold for home textiles is low and there is not much scientific and technological content, this industry has caused confusion in a certain period of time. In a certain period of time, the quality of enterprises and employees entering the home textile industry is not too high, especially in home textiles. In an emerging category of a large category, home textile design, management, marketing, and other personnel are transformed from mature industries such as clothing and home appliances; up to now, no college has set home textile design, home textile marketing, etc. In terms of cultivating professional talents, it can be said that the home textile industry is an emerging sunrise industry, with both its immature side and its enormous development potential.

Looking at the current home textile industry, there is not yet a truly national brand. Everyone has their own strong areas, but they also have areas they can’t care about or can’t penetrate, and they have market share and sales volume and maturity. In industries such as home appliances and clothing, there is no way to compare the number of enterprises in the home appliance and clothing industries that are considered small companies, but companies with 10 billion sales in the home textile industry can certainly enter the top three. Because the home textile industry is not too mature, so the profit margin is good. Coupled with the home textile industry is in a lead period, market space and potential are relatively large. In the case of a big economic environment is not too booming, some mature industries have already Very standardized, low gross margin, uncontrollable risk is relatively large, everyone is optimistic about the home textile industry, many companies have entered, such as Shanshan, Ordos, etc., many foreign companies due to the impact of the large economic environment, but also value the development of the Chinese mainland market With potential, international brands have entered the Chinese market one after another. These companies enter the Chinese market as nothing more than two ways. It is licensed to China's existing textile enterprises, chicken eggs, such as the Sheraton Carolina textile, violet CK and so on. Another way is to set up branch offices in China and establish their own marketing teams to operate in a direct way, such as Aoxiu. Regardless of the approach taken, the entry of foreign companies or foreign brands has intensified competition in the home textile industry. ”

The home textile industry has now entered a stage from chaos to governance. With the development of industry norms and the entry of emerging forces, the pattern of competition has gradually changed, with the traditional professional textile enterprises Rollei, Fu Anna, Meng Jie and other enterprises. The high-profile entry of clothing giants such as IPO, Shanshan, Ordos, etc., as well as the international downturn, the international home textile brands Sheraton, CK, Esprithome, Yvedron, Kuanting and TRUSSARDI-home all entered the Chinese market. While bringing luxury international brand consumption to Chinese consumers, it also brought a lot of competition and pressure to Chinese home textile companies. In two to three years, there will be a big change in the home textile market. Some small and medium-sized home textile companies will face mergers, eliminations and closures.

Most of the traditional domestic textile brands use bright colors to meet Chinese traditional aesthetic concepts. Luo Lai, Fu Anna, Meng Jie, grand and other companies, in the brand design style has its own unique, rich Anna network printing, grand European-style Chinese embroidery, etc., leading the Chinese national textile forward. In the sales channel, we insist on walking on two legs, joining and direct development to take into account the development, and at the same time open up counters for brand stores and department stores at outlets.

Shanshan, Ordos and other home textile brands take advantage of the group's funds, talents, and networks to integrate home textile design, surface accessories research and development, brand operation, marketing, and manufacturing, and operate under the franchise franchise chain business model. , Market promotion with a unified brand image and product image has brought new competitiveness and new marketing ideas to the home textile market, and it has occupied a place in the home textile market.

Foreign home textile brands create unique brand connotations and modes of distribution for each brand. In the design, it follows a simple and fashionable, luxurious and noble style. For example, the American brand Calvin Klein's product design uses beige, white, gray and other plain colors to create a neutral fashion and simple style. The foreign home textile brand also embodies the brand's style and characteristics in the design and display of the shop, creating the brand's brand characteristics in the store, rather than simply selling the product. The CalvinKlein brand's style is a simple, neutral, natural style. The store's style of decoration is consistent with the product.

International brands enter the Chinese market mainly in two ways. One is to set up branch companies, set up marketing teams, and manage the market directly. The representative brands are Aussino and Ifdron. Enter the department store format counters. With the prestige of international brands to get a better counter location, sales are more general. Another way to enter the Chinese market is to export the brand, relying on local Chinese home textile companies to complement each other's advantages and borrow chicken eggs. Such brands as Rollei’s Sheraton, Violet’s CK, Dinosaur’s Esprithome, and other international textile brands are mainly based on department store counters. With the advantages of international brands and conditions for shopping malls, they bundle their brands into high-end department stores. We found that in many high-end department stores, foreign brands and their own brands are together. Acting international brands are mainly engaged in market expansion through the way of joining. Sales performance is still good in the market.

For international brands entering the Chinese market to have greater development, it is necessary to focus on several issues: such as the length of the product line and the price issue, the existing international brands have one thing in common is the relatively small number of products in the Chinese market, the high price Targeting high-end pyramid customers, although the customer unit price is high, but the overall sales are not large, because the product line is short, the product is less, can not meet the survival of the store, so the sales channels are constrained, affecting the development of the brand Speed; the overall performance of the brand is not strong.

Second, how to overcome the dissatisfaction of water and soil and provide more in-depth guidance and research on consumer spending habits. International brands need to understand the daily life of Chinese people and the use habits of various types of household products. They should understand the intentions of Chinese people in buying household goods, such as Is it your own use or gift? Only by understanding the different needs of the product can we have the correct design concept.

Third, how to deal with the relationship between survival and development. Due to comprehensive factors such as brand positioning, prices, product lines, and channels, international brands have a relatively slow development rate in the Chinese market. Some international brands open several stores a year. There is a big difference between input and income. How to balance the ratio of return to investment is a problem.

Fourth, how to deal with the problems of good brand agents; because it is the brand agency, which involves the time and the final attribution of the brand agency, the brand agents will do the advertising investment, the speed of market expansion and the maintenance of the brand. System considerations.

With the improvement of the quality of life and the significant increase in the spending power, people are paying more and more attention to the grade, taste and quality of home textiles. This provides a good platform for the whole industry of home textiles to improve and develop. Whether it is a traditional home textile company or a company that joins on the way, whether it is a local company or an international brand, everyone must face the sea and challenge the future. Together make a contribution to the sound development of the home textile industry!

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