Recently, Aphro Home Textile (China) Co. carry out general market investigation on home textile market in China, the character from result is as follows.
Prefecture city:
there is home textile and bedding area where brand from home and abroad is sold in middle-large marketplace in first or second level cities, however, many customers living with salary can not buy satisfied commodity due to many factors such as few category, illogical structure, incomplete class and high retail price while there are few home textile franchised stores in metropolises. Restaurant and fashion stores etc can be seen in many commerce street and middle-large residential area ,but not home textile stores. This vacuum belt bring the business chance to investor.
County level city.
There are few middle-large scale marketplaces in third-four level cities due to various factors while there is nearly no home textile franchised stores in marketplace. Major bedding franchised store for in little-middle cities is the"variety store"which is filled with littery brand goods, low-middle level"booth goods"and have no standard image. All above compel the customers who want to make marriage, move house and concentrate on life quality to turn to distant middle-big cities for the needed home textile or bedding.
"rigid demanding
Recent years, after accumulating form a period, inland home textile market have stepped from the times of combination and high-speed development to a track with healthy, benign development. As a result, follow development trends can be seen by Investors and managers :
Brand-orientation economy in China home textile industry emerges as the times require. Some famous home textile brands with representatives-- Aphro, Luolai, Fuana brought big market benefit while product design enter into original creation stage when who possess of original design , who can grasp initiative in market. Middle-high class brands will be the favored main-stream product in home textile market and develop quickly while low-middle class home textile brand will decline on the exist base. In the coming five years, all brands will be orientated to county level home textile market with increasing consumption consciousness because the brand pattern in middle-large level market is formed.
The investigation show the brand consumption of China home textile is in elementary stage and needed to be furthered propagandizing to improve brand celebrity and consumptions standard. During investigation, some home textile enterprises own themselves brands promoted their brand, however, compared with the influence of these brands in industry, the one to customers is little, so is the customers recognizing to brand. Different from anticipation, only 2% customers pay attention to the brands of home textile, whats more, compared with other commodities used by customer in daily life, the difference is bigger. For example, every consumer can give out several familiar brands of home appliance and cosmetic products, cap, shoes etc, but not that of home textile product. Some enterprises think that whether to propagandize brand through advertisement is not the matter due to the increasing home textile demanding in the market, however, because of the low threshold to home textile industry, both fashion enterprise and other industry take a fancy to home textile market and bring about the same level, homogenous home textile "hot", all of which give birth to the fierce competition situation in market. Therefore, to succeed in competition, home textile enterprise should improve core competitiveness by regulating exact market orientation, improving product quality and cultivating their own brand; upgrade the celebrity of home textile brand by emphasizing product character, carrying out apt marketing strategy and assisting with propagandizing
