By+Su+Zhenzhen+Y.C.

Brand building with remarkable progress

As to home textiles products， which belong of terminal consumption category， the brand construction is talisman for enterprises in competition along with their development. Yang Zhaohua said， in “Twelfth Five-year” period， in aspect of selfowned brand， there have been a large number of well-known domestic home textile brands， and new pattern has been built， dominating by domestic brands in domestic market in new.

In 2011 and 2013， the summarized results investigated and analyzed by MIIT （Ministry of Industry and Information Technology） showed that average research and develop input accounts for 2.8% of main business income among the sample enterprises， the average profit margin of more than 6.5%， higher growth than the overall level of the household textile industry. In the aspect of regional brand， in 2014， according of statistic of China Home Textile Association， 16 industrial clusters has completed main business income of 289.889 billion， up to 40.1% more than 2010， posted profit of 17.642 billion， up 73.8% from 2010. Cluster output of bedding rose 9.5%， towel production 8.1%， cloth art production 6.5% on the year before. Regional economy of home textile gained traction.

Layout of channel to innovate

To better promote the healthy development of enterprises， the association focused on the overall interest while carrying on multiple measures to help enterprises develop new markets， develop new channels. As one of the organizers of the Intertextilehome， using high quality resources of the exhibition， we have brought together domestic and international home textile enterprises annually to integrate industrial chain and provide platform for two markets of “home and abroad”.

Yang Zhaohua said that over the past five years， with the help and guide of the association， domestic companies have launched the “electric trade” to make “overtaking on a bend”. Boosting growth of online sales in recent years ， particularly with the online trading platform Taobao， Tmall， Jingdong and Vipshop etc. Home textile enterprises have obtained proud achievement that drove online sales and made their enterprise brand stronger. In 2015， according to the latest data， Tmall “double 11” shopping festival， LUOLAI had a total sales of 181 million， Mercury of 158 million， FUANNA of 128 million.

not only a new home textile miracle， it would bring more business opportunities for the channel layout land the effective brand integration as well.endprint

Promoting cross-border cooperation continuously

All kinds of successful cross-border cooperation in home textile industry case of is worth pondering and proud over the past five years， with furniture industry， soft decoration industry， ceramic industry， hotel industry etc.， discovering new cooperative patter and obtaining treasure experience. Some listed home textile companies launched “vogue to live household” to stimulate the sales. A batch of enterprises with “soft decoration design solutions”， directly entering the hotel， office housing projects，have obtained such as the “unexpected” surprise.

Internationalization process got faster

The past five years， association organized enterprises to actively take part in the international important home textile exhibitions every year. By joining the abroad expos， domestic enterprises could widen the field of vision， received orders， and China home textile brand could be inspected on the international industry stage.

In response to the development of the national strategy of “going out”， association has conducted the appeal that towels， bedding， sofa fabric etc. Nearly 20 enterprises set up their companies in the United States， constructing factories， hiring local designers， sales and managers. After years of effort， they have established stable trade relations currently with the local retailers and factories，contributing for China home textile products in the international market.

During these five years， the association also organized international conferences and forums to contract with the world effectively， helping enterprise to “introduce in” foreign advanced management concept， high-quality scientific and technological talents， technical power and high-quality raw materials.endprint