Brand power for the prosperity of home textile industry

By+Zhao+Zihan

Development of the Expo based on industry transformation

“Aiming to develop new home textiles， and to lead a fresh life， home textile industry is required to promote transformation and upgrading of the industry， taking product research and channel innovation as the starting point， guiding production based on consumer demand， promoting the development of the industry through guiding consumption.” This is the new positioning that Yang Zhaohua， President of China Home Textile Industry Association， has made to the development direction of Chinas home textile industry in the new period.

Adhering to this concept， in recent years， Xucun has developed into a mature industrial chain base including design and R&D， fabric production， domestic and foreign trade of curtain and sofa fabric， finished product processing and finishing， finished curtains sales， e-commerce and logistics， gradually embracing a broader space for development.

At present， the domestic economic slowdown and laggard international economic recovery has placed home textile industry into a more complex situation. Therefore， CHTE is undertaking an arduous task to help further promote the transformation and upgrading of the industry and help enterprises to actively adapt to the new normal of the economic development.

CHTE this year invited 3，020 wellknown fabric brands of the industry to display their new products； meanwhile， the multi-channel distribution of invitation called dealers from around the country for one-stop purchasing as well as various activities combined with the characteristics of industrial clusters.

“Big Household Trendsetter Exchanges” as well as “l(fā)iandaojia.com”off-line service office mass-selection activities added new highlights to the exhibition. Besides， “China International Hotel Design Competition of the Future Masters” held a series of theme activities and forums which help the world have a better understanding of CHTE.

“Internet +” boosted the online of brand curtain platform

The proposed “Internet +” has pushed textile industry to the forefront of transformation and upgrading. The traditional textile industry is working with the Internet to form an e-business model of industrialization and information technology integration， for a new form of industry， business models and economic growth.

After nearly a year of preparation， the O2O platform “l(fā)iandaojia.com” officially signed with Taobao.com and JD Mall during the exhibition， realizing its online business. The platform is of great significance to the household market in China and sets a new benchmark for curtain fabric industry.

Innovative development for regional economic brands

According to incomplete statistics， there are more than 67，000 employees from over 12，000 textile enterprises in Xucun town at present， and more than ten thousand distributing businesses outside of the town， enjoying annual output value of over 25 billion yuan.

Although the whole textile economy is facing a severe test， the local government in Xucun town has actively introduced the European and Chinese design agencies to station since March 2015. Moreover， the government also actively supports the development of China Textile City which will play a greater role in the future integration of production and city.

Cao Yaoqiang， President of Haining Home Textile Association， believed that the organization of CHTE cannot only publicize the home textile brands in Haining and expand the influence at home and abroad， but also greatly enhance the overall R&D capabilities of Haining home textile industry to let the world have a better understanding of the charm of this local brand – Haining Home Textiles.

“Haining home textile industry started in household industry which gradually expanded along with China International Home Textiles Exhibition. In 2014， the government gradually guided the domestic industry to station in the industrial park， to improve production efficiency and product quality. Whats more， this would be more conducive to the local brand of “Haining Home Textiles”. Cao Yaoqiang stated that “CHTE plays an integral role in promoting the development of Haining home textiles， and builds a platform for the enterprisesexhibition and trade， design and R&D and brand promotion， further expanding the local brand influence and building a more competitive sourcing platform for the enterprises.”

Xucun has been sparing no effort to present local power through the strength of clusters. From August 26th to 28th， the high-quality home textile enterprises in Haining， as a group， gathered in National Exhibition and Covention Center in Shanghai for another splendor.

“It is a crucial year for Haining home textile transformation and upgrading， and the businesses are highly motivated to the exhibitions. To exhibit as a group is an important window for the enterprises to show their brands and culture， also an effective way to demonstrate the brand power and cluster advantages of home textile clusters in Haining.”

During Intertextile Shanghai Home Textiles 2015， many home textile enterprises from Haining clusters specially launched personalized products with brand characteristics， in order to expand market shares and influence and enhance enterprise visibility through own brands.

“As we all know， Haining home textile enterprises mainly focus on production of such decorative fabrics as sofa and curtain cloth as well as household fabrics； therefore， they effectively communicate with furniture manufacturers， soft loading companies， e-commerce businesses and the customers from other fields， finding a more convenient access to the market for Haining Home Textiles.” Cao Yaoqiang said.