"Only bad companies, no bad industries. The times are different, and development must have new thinking." The operation of China's home textile industry in 2016 is a good testimony to Ma Guangyuan, deputy director of the Central Committee of the Democratic National Construction Association. .
Yang Zhaohua, vice president of China National Textile and Apparel Council and president of China Household Textile Industry Association, said at the "2016 China National Textile Conference" in Chengdu on November 28 that this year, facing the huge challenges brought about by the changes in the international industrial structure, facing the home textiles For the first time, industry investment has experienced a severe situation of negative growth. The whole industry of home textiles is committed to innovation, breakthrough, and common development, constantly exploring opportunities, building platforms, and cross-border cooperation, and realizing the “breakthrough†under the new normal.
Home textile industry enters adjustment period
On behalf of the Sixth Council of China Household Textile Industry Association, Yang Zhaohua made a 2016 work report at the conference. The report shows that from January to September this year, the overall operation of the home textile industry has increased year-on-year, the efficiency of efficiency has improved, domestic sales have been relatively stable, but investment has fallen sharply, and the export value has decreased year-on-year. It is expected that the industry operation in 2016 will continue to maintain a low growth rate, of which the total export volume will increase negatively but the export volume will increase, and the domestic sales will increase slightly.
It may not be very beautiful in terms of numbers, but the achievement of this achievement is not easy.
Because China's current economy is in the most difficult cycle since the reform and opening up. The domestic economic growth slowed down and the demand structure changed significantly. The global economic low-growth predicament weakened external demand, especially the international division of labor, and there was no major exception. The home textile industry has also entered an adjustment period since 2012.
It is understood that since 2016, the China National Textile Association Council has worked hard to promote the transformation and development of the home textile industry. The Council takes the “13th Five-Year†development plan of the Chinese textile industry as the industry leader, takes the exhibition as the market development, takes the home textile competition as an opportunity for innovation, opens up the space for exchanges and cooperation, promotes industry exchanges with quality activities, and pays attention to The whole industry seeks the layout of the articles, pays attention to the voice of home textile enterprises, pays attention to seeking new ideas, and pays attention to the role of bridges.
Some new explorations have accelerated the development of kinetic energy in the home textile industry.
The new service has changed from “selling cloth†to “selling lifestyleâ€. In this autumn exhibition, exhibitors pay special attention to the overall home improvement effect, both in the product display and in the display layout. They pay attention to creating a scene-like experience, and work hard on the details of products and patterns. The beauty of the home is deeply embedded in the hearts of every visitor. In particular, the introduction of finished curtains is not only the introduction of a new marketing concept, but also the change in the pattern of redistribution of profits in the industrial chain. This new thinking will profoundly affect the future of the industry.
New channels, business model innovation has become a bright spot. Home textile companies are paying more and more attention to online and offline integration, better integrating and complementing internal and external resources of enterprises, and enhancing customer experience. For example, while the True North Group is creating a softcover experience, the terminal sales experience system consisting of 4K high-definition touch screens is equipped with a home Internet of Things ecosystem. Consumers, distributors, and manufacturers can place orders through software systems and realize information. Pass the interaction and explore the O2O model. This autumn exhibition will carry out in-depth cooperation with Alibaba, give full play to the advantages of Alibaba, and realize the synchronization of information on online and offline home textile exhibitions. Qingdao Red Collar's C2M cross-border e-commerce direct sales platform and customized platform have aroused strong interest from home textile enterprises. Learning thinking, learning model and learning platform will accelerate the injection of new kinetic energy for the industry.
New cooperation and cross-border integration are favored. Along with the popularization and promotion of the concept of “big homeâ€, this year the association is working hard to help enterprises integrate resources, open up intermediate links, and smooth business channels. The association has established strategic cooperation with the China Furniture Association and the China Interior Decoration Association to promote the cross-border integration of furniture, fabrics, carpets, lamps and crafts, and the development of the group. Corporate cooperation and win-win also provide consumers with one-stop, integrated home solutions and services.
Yang Zhaohua also stressed that since the beginning of this year, there have been several new developments in the home textile industry: First, the investment in the home textile industry has experienced negative growth for the first time, and the development of the industry needs to regain confidence; second, the export volume has increased, but the export price has declined; and the third is the three major professional markets. The growth rate of sales decreased month by month; the fourth is the differentiation of corporate benefits. Whether it will change in the next year will require high attention from home textiles.
Innovation itself is an opportunity
Under the new normal of the economy, in the face of the downward pressure on the economy, how can enterprises break through? In the face of the impact of new channels such as e-commerce and micro-business on traditional industries, how can enterprises cope with them? Faced with changes in the international industrial structure, SMEs How to seize the opportunity?
With these thoughts and confusions, more than 400 home textiles from all over the country sought answers in the “2016 National Textile Conference†with the theme of “Layout 13th, Opening Innovation Home Textilesâ€.
What does the current economic data mean for traditional manufacturing, including home textiles? Ma Guangyuan described it in a keynote speech on November 28 in his keynote address: "The Next Sweep: China's Economic Situation and Manufacturing Response" . He said that the Chinese economy is undergoing an unprecedented change, the old economy is adjusting, and the new economy is rising. Traditional manufacturing industry is facing tremendous adjustment pressure. Innovation is the only way to get out of the dilemma. Traditional industries will be cruelly shuffled, and the most difficult in the next 3-5 years.
Ma Guangyuan borrowed Ren Zhengfei's “going into the no-man's land†to describe the current Chinese economy. He said that China's development model is moving from the past demographic dividend into the "no man's land" of development. This area needs more innovation, requires new business models, a new institutional ecosystem, and creates new competitiveness.
Wang Tiankai, secretary of the Party Committee of the China National Textile and Apparel Council, expressed similar views. He said that economic slowdown is not necessarily a bad thing. It is difficult in the short run. However, in the long run, it is a good thing to force the industry to promote structural adjustment and industrial upgrading, forcing enterprises to accelerate technological innovation, channel innovation, brand building, design and development, etc. . "I chatted with some entrepreneurs here last night and heard about the industry's exploration in cross-border integration. I have a lot of deep thoughts on the future development of the industry. I am very happy."
“The growth rate of home textiles has dropped significantly in the past two years, indicating that it is time to adjust. This is a process that must be experienced. I think this process is good. Just like President Wang said, we must be full of confidence and believe that we will be able to go. Going out. In the face of difficulties, what we need to think about is how to seek new changes.†Xue Weibin, the chairman of Shanghai Luolai Life Technology Co., Ltd., gave everyone a boost.
Zhu Xiaohong, vice president of China National Textile Association, said that the association successfully held the home textile exhibition in spring and autumn this year, and the scale has achieved remarkable results. If the strong return of the spring home textile exhibition is to inject confidence into the development of the enterprise, then the cross-border praise of the autumn exhibition will strengthen the new direction of the industry development. As one of the three major terminal industries of textiles, the home textile industry is being given new positioning and connotation. The future home textile will be a fashion industry that creates a better life and a creative industry that integrates technology and art.
Jiangsu Zhangjiagang General Chamber of Commerce, Zhejiang Haining Home Textile Association and many other operators are optimistic about the prospects of home textile curtains. They said that innovation itself is an opportunity, the new channel cross-border combination, the upgrading of consumer demand, and the deep integration of capital, these are the future hopes.
Although the home textile industry is mostly small and medium-sized enterprises, there are expectations and ambiguities for becoming bigger and stronger.
Jiahua Weiye Capital has been tracking the home textile industry in recent years. Chairman Song Xiangqian said: "We spent four years to run the above-scale enterprises in the home textile industry. As an investor, I am particularly optimistic about this industry. Everyone should have confidence, you can see your industry feels good. However, compared with other industries, it will be very confident. Recently, I have participated in some meetings. The home textile industry should be regarded as a very good industry. Home textile enterprises need to give up their conservative, embrace capital, small enterprises and large enterprises. To be bigger and stronger." In this regard, some industry players have called for the importance of home textile enterprises to establish a home textile industry fund.
Yang Zhaohua highly affirmed the innovative exploration of the home textile industry since 2012. He said: "From the figures I present to you today, the growth of the home textile industry is very stable, about 3%. From the perspective of several listed companies, whether it is offline expansion or online expansion, or from The transfer of a single bedding product to the 'big home', such a structural adjustment practice, shows that everyone is innovating and transforming, are actively thinking about how to do in the future, and the development of the industry needs this precious spirit."
It is understood that at present, no home market in the home textile industry has exceeded 10 billion yuan. "We need to adopt an open mind and an inclusive mentality to achieve a win-win situation through cooperation, so that the home textile industry will emerge in the future, and we will lead the entire industry in terms of channel innovation and capital operation, and realize the dream of home textiles as soon as possible." Yang Zhaohua sent to the industry Leading enterprise.
The layout of the article "Thirteenth Five-Year"
The "13th Five-Year Development Plan for China's Home Textile Industry" was officially released recently. The "Outline" closely focuses on the goal of industry growth, focusing on outstanding problems such as insufficient innovation capability, insufficient channel construction, and low international layout. It emphasizes the need to firmly establish the development concept of innovation, coordination, green, development and sharing, and implement the "three-product strategy". It has clarified the main objectives and tasks of the development of the home textile industry in the next five years, and proposed a series of measures to support development.
For the main objectives of the industry during the “13th Five-Year Plan†period, the “Outline†made clear requirements. The industrial scale has been steadily improved, and the industry's sales revenue has increased by 30%, with an average annual growth rate of 5.5%. The average profit has increased from the end of the “Twelfth Five-Year Plan†period. In 2020, home textile fiber consumption reached 16.2 million tons, an average annual increase of 1.68%. The export volume of home textile products reached US$47 billion, with an average annual growth rate of 3.2%.
At present and in the future, the world economy will continue to undergo a tortuous recovery in deep adjustment, and is in a critical period of conversion of new and old growth kinetic energy. Ma Guangyuan is even more blunt, the global economy is entering a "warping decade." In the face of the more complex new global economic normal, how should the home textile industry act?
In his speech, Cao Tingrui, Director of the Textiles Division of the Consumer Products Industry Department of the Ministry of Industry and Information Technology, said that the basic ideas and main spirit of the 13th Five-Year Plan of China's textile industry can be summarized as "clarifying one goal, adhering to two orientations, and standing on three Judging, strengthening the four major capabilities, implementing the five concepts, proposing six major tasks, and implementing seven measures. "In the face of increased difficulties, lower profits, weaker traditional comparative advantages, and new drivers to be strengthened, "transformation has been upgraded. No longer a slogan, intelligent manufacturing will be the main direction and key task of the future period. It will change the organizational form, production mode, business model and product functions of the enterprise. I hope that the home textile industry will make a difference in smart manufacturing, especially It is to expand the broad market space in the innovative development of smart home textile products."
"Any economic power has never left the manufacturing industry." Ma Guangyuan gave his views on how China's manufacturing industry should respond to economic changes. He said that both Industry 4.0 and Internet manufacturing are a new round of technological revolution and industrial revolution characterized by the emergence of new generations of information and communication technologies such as the Internet, Internet of Things, cloud computing and big data, especially information and communication technologies. The integration and innovation of technology with various industrial fields is changing the ecology of manufacturing industry in an unprecedented depth and breadth.
He believes that the current consequences of the US interest rate hike, the domino effect that the Brexit may trigger, and the uncertainties brought by Trump’s election to the US president, the global economy may not be as flat as the imagination, maybe the real The difficulty has not yet arrived.
Niu Li, director of the Macroeconomic Research Office of the National Information Center, and Li Gang, vice president of the International Trade and Economic Cooperation Research Institute of the Ministry of Commerce, visited the conference to deeply interpret the 13th Five-Year Plan and the foreign investment environment. Niu Li believes that China's supply-side structural reform is to use reforms to promote structural adjustment, reduce ineffective and low-end supply, expand effective and high-end supply, enhance the adaptability and flexibility of supply structure to demand changes, and improve the overall factor. Productivity makes the supply system better adapt to changes in demand structure and promote sustained and healthy economic and social development.
Li Gang believes that in the face of weak external demand, changes in international industrial transfer, reconstruction of international rules, changes in domestic comparative advantages, and foreign trade development environment under the traditional preferential policies, the main goal of China's foreign trade development during the 13th Five-Year Plan period will be from the international market. The domestic regional layout, commodity structure, foreign trade management main body, and trade mode are optimized at five levels. It is hoped that the home textile industry and enterprises will think and respond in a timely manner.
Yang Zhaohua said that the worst era may also be the best era. Opportunities and challenges always coexist. During the “Thirteenth Five-Year Plan†period, the industry association will promote the implementation of the “Outline†from the following five aspects: First, building a new home textile, innovation drives transformational development; Second, advocating new life, improving supply and upgrading services; Third, building a new pattern Optimize the configuration and coordinate development; Fourth, build a new height and build a brand to promote upgrading; Fifth, develop a new economy and save resources and green development. The blueprint has been drawn, and the hard work will hold up the dream.
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Editor in charge: Liu Xiaomei
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