In the special press conference held by the National Development and Reform Commission this morning, the National Development and Reform Commission clearly pointed out that China is in the new stage of the transformation and upgrading of household consumption. From the perspective of China's home textile industry, the transformation and upgrading of household consumption is reflected in the decline in dependence on traditional channels, and the development of new channels such as online and data.
In Nantong, China, China's bedding industry's largest bedding distribution center, Nantong Home Textile City, Dieshiqiao Home Textile City, these two leading spurs the Tongzhou, Haimen billion-scale home textile industry cluster. According to conservative estimates by relevant people, the national market share of bedding products produced by Nantong is over 50%.
At present, there are 349 enterprises above designated size in the Tongzhou area. In 2017, the scale industrial output value reached 48.86 billion yuan, and the export value was more than 6 billion yuan.
This year, a new engine cultivated by Tongzhou Home Textile City began to exert its strength: At the end of 2015, Nantong Home Textile City plans to establish a micro-supply market, based on consumption upgrades, to provide personalized and high-quality supply for online and offline community marketing. In the past two years of development, it has rapidly clustered 520 merchants. In 2017, the transaction volume exceeded 6 billion, and it is expected to exceed 10 billion yuan in the next two years. This new B2B channel based on new consumption and new retail has driven nearly 200,000 people around the entrepreneurial employment, and the channel has effectively spurred the transformation and upgrading of the home textile industry.
The micro-supply market built by Home Textile City has highlighted three prominent highlights: First, the design is personalized. Traditional home textile enterprises have a low degree of differentiation, and the pattern is relatively simple. The operators in the micro-supply market have to launch 6 new patterns every month. The design is novel and the style is unique. The main style is European and American style and original works. , digital printing, hand-painted home textiles and other aspects. The second is market segmentation. After years of development, Nantong Home Textile City has not only been limited to the production of bedding, but has expanded into the whole field of home. Micro-supply market operators seized opportunities and entered the market segment. At present, they have divided the direction of baby bedding, floor mats, towels and accessories. The third is the quality of the grade. The micro-supply market develops the acquaintance economy through social marketing. The customer group is mainly young people who pursue quality of life. Their requirements for product quality are higher than the company's conventional standards. Therefore, according to the latest data released by Ali, the micro-supply market The unit price of home textile products is about 210 yuan, which is much higher than 130 yuan for Tmall home textiles and 85 yuan for Taobao home textiles. Behind the increase in customer unit price is the new demand for product quality by consumers.
Focus on new consumption, new retail, new channels. Grasping the trend of consumption upgrading is to study new consumption changes, study the consumption habits of young people, study the sales methods that young people like, and do a good job in the business of young consumer groups.
Nowadays, as more and more home textile companies join the transformation and upgrading industry, I believe that the home textile industry will surely renew its vitality in the future.
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