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Analysis of the situation of the home textile industry in 2019:

Release Date:2019-01-03 Number of Times Read:1990

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2018 is an eventful autumn, the property market into the autumn, the stock market squatting, P2P blasting, Sino-US trade friction, ofo bankruptcy, US group layoffs... This series of events makes people feel that there is a bit of "mourning" in 2018. But some predict that 2019 is the "worst" year in the past 10 years. Then, what impact will the overall development of the home textile industry be affected in 2019? Yang Zhaohua, vice president of the China National Textile and Apparel Council and president of the China Household Textile Industry Association, said in an interview: "2019 will be a difficult year for industry development, and the uncertainty is too strong."

Uncertain factors are difficult to grasp

“Difficulties” mainly come from two aspects: one is inside the enterprise and the other is the external market environment; while “uncertainty” mainly comes from the decline of the ability of the enterprise to control the market, and it is impossible to predict the future changes and development trends of the market. .

In 2018, consumption upgrades have driven the growth of demand for products. While enjoying the dividend, home textile companies also realized that with the upgrade of consumption, consumers are increasingly diversified in product demand, and it is difficult for companies to match. The "point" of consumer demand. Especially when “post-80s”, “post-90s” and even “after 00” gradually grew into the main force of market consumption, home textile companies felt more deeply about this group of “Z-generation consumers (referring to Internet, instant messaging, SMS). Consumers and consumer ideas that have a strong influence on technology products such as MP3, smart phones and tablets) are a bit unreadable, incomprehensible, and inaccurate. They even feel that they are “hard to do”. This "declining ability to control the consumer market" will become a difficult problem for home textile companies to face and need to solve in 2019.

Judging from the external market environment, the Sino-US trade friction has temporarily stalled and delayed for 90 days, but this does not guarantee the outcome after the deadline. Last year, during the period of Sino-US trade war tension, the export situation of the home textile industry was affected to some extent. Many enterprises' export sales declined, and some home textile foreign trade enterprises have stopped taking orders. The "Huawei incident" that broke out at the end of last year made people clearly feel the worries of the external environment of Western countries. Therefore, it can be predicted that the international market environment in 2019 will become more complicated and difficult.

Compared with other industries, this difficulty is even more important in the textile industry, because China has always been a major textile exporting country, and the key export markets mainly rely on the United States, the European Union and Japan. More importantly, these three countries and regions account for almost 52% of China's total domestic textile exports.

The statistics of home textile exports in recent years can more clearly confirm this point: In recent years, the three traditional markets of the United States, the European Union, and Japan have gradually increased demand for textile products in our country more than other markets. From the perspective of the growth rate of export volume, in 2013 and 2014, China’s export growth rate to the three markets of the United States, the European Union and Japan was 10.4 percentage points lower than that of other markets and 2.5 percentage points respectively. The situation has been reversed since 2015, 2015. In 2016 and 2017, the export volume was 4.12 percentage points, 4.99 percentage points and 4.49 percentage points higher than other markets respectively; from the perspective of export scale, this trend is more obvious. In 2013 and 2014, China to the United States, the European Union, and Japan 3 The market share of exports was 2.8 percentage points lower than that of other markets and 4 percentage points. In 2015, it was slightly lower by 0.32 percentage points. In 2016 and 2017, it was 2.3 percentage points higher and 4.48 percentage points higher. Among them, the US market contributed significantly, the Japanese market gradually recovered, and the EU market developed steadily. From January to August 2018, China's growth in the three markets of the United States, the European Union, and Japan was 7.5%, 6.7%, and 3.1%, respectively.

As can be seen from the above data, the change in the export volume of China's textile products is closely related to the changes in the international trade environment. The uncertain international trade environment in 2019 will become an unfavorable external factor for China's textile enterprises.

"Supply side" articles must be done well

"In 2019, the entire textile industry, including the home textile industry, will face development difficulties, but there is no way to solve it." Yang Zhaohua said, "Deepening the supply-side structural reform is a way to cope with changes and difficulties in industry uncertainty in 2019."

He further analyzed that, in response to the brand “declining ability to control the consumer market”, home textile enterprises should adjust the product structure. In the past, when the market demand was not fully met, what products were pushed by the company and what products the consumers bought; now, the market products are extremely rich, the supply and demand are fully integrated, and the internal and external markets are further blended, and consumers are gradually forming their own unique preferences. Their consumption concept is difficult to be guided, and the market becomes the consumer's final decision, which requires the enterprise products to meet the needs of consumers. "In the process of supply-side structural reform, industry associations have been guiding enterprises to exert their strength from both ends, that is, supply and consumption. For the consumer side, it is recommended that enterprises must seriously study consumer demand, because only 'reading' Consumers can control market changes." Yang Zhaohua said.

In addition, home textile enterprises must keep up with the pace of consumption upgrades, and carry out product upgrades around the “quality improvement” in the “three-product strategy”. Grasping this point, enterprises will find their way in the “uncertainty” of 2019. However, during the interviews with reporters, some home textile companies said that product sales encountered “consumption downgrades” rather than “consumption upgrades”. But in fact, high-end consumer groups still exist and continue to expand, but with the diversification of consumer demand and the diversification of consumption channels and platforms, this group of consumers is no longer limited to paying attention to and buying one or several The brand's products, the wider domestic and international markets and emerging consumer channels divert this part of the consumer, thus giving some companies the illusion of “consumption downgrade”.

"In fact, under such circumstances, enterprises still have room for growth, and this depends mainly on whether companies can seriously study the consumer and consumer markets." Yang Zhaohua said, "For example, in the fabric industry, the high-end custom curtain market remains to be tapped. For example, for curtain curtains that require high lengths of curtains and must be customized, it is difficult for consumers to find a brand that can take business in the market. Even if some brands accept orders, the price is called 'high price', or The quality of the product is not good enough to reach the high-grade quality of the villa. This phenomenon is still a problem of 'supply side', and the supply and demand do not match."

Today, there is no shortage of consumers who are willing to pay for high-quality products, but a lack of matching, quality and reputation brands. It is foreseeable that with the upgrade of consumption, the “head effect” generated by such a good brand will become more and more prominent, and they will gradually grow into the mainstream of consumption, such as the four listed companies in the home textile industry: Vosges shares, Luolai live , Fu Anna, Meng Jie home textiles. Not only in the home textile industry, this “head effect” has also been reflected in the apparel industry. For example, Efrey, Baoxin Bird, Inmans, Masfil and other clothing brands have seen rapid growth in sales in recent years. The influence of its brand in the market and consumers is gradually increasing.

In addition to the home textile end brand, home textile manufacturing brands must also improve their quality. China is a large manufacturing and manufacturing country. The proportion of manufacturing and manufacturing enterprises in the home textile industry is very large. At the same time, the home textile industry is one of the industries with the most complete and most complete industrial chain in the textile industry. It has great in the international market. Competitive advantages. Faced with the uncertainty of the international trade environment in 2019, home textile enterprises should give full play to the advantages of manufacturing and manufacturing brands, improve production efficiency and improve product quality through automation and intelligence, and reduce the comprehensive cost of enterprises by improving comprehensive capabilities. When a large number of excellent manufacturing companies in the industry form agglomeration effects, they are bound to attract the attention of the international market. In addition, home textile companies can also take a different approach and respond to changes in the international situation by exploring other markets. For example, the export volume of China's textile industry to countries and regions along the “Belt and Road” is relatively low, so companies can consider developing this market. Make adjustments to the international market structure to compensate for the export losses caused by the loss of the US market.

"As long as we put the article on the "supply side" well, our company and industry can tide over the difficulties." Yang Zhaohua said with confidence.


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