“Nowadays, there are many varieties of functional home textiles on the market with different effects. Faced with the dazzling multi-functional home textile products, many consumers will rely on the recommendations of shopping guides to decide which product to buy.” “At present, consumers The lack of knowledge and understanding of functional home textile products, coupled with the higher price than ordinary home textile products, has deterred many consumers, seriously affecting the sales of functional home textile products.” “The manufacturers of functional home textile products. Although there are many companies, no brand has become a leading brand in this field so far, and no brand has enough advantages to become a benchmark in the industry. “However, compared with the rise of functional products in the clothing industry, It is slightly embarrassed in the field of home textiles: many home textile companies are very optimistic about the development of functional products. However, in the main bedding sales channels such as shopping malls and specialty stores, there are very few functional bedding products. The consumption of functional home textile products The Yemeni people are nothing. Lack of communication between upstream and downstream of the industry chain “Last year, when I contacted a service staff who had served two well-known domestic brands and had more than 3 years of experience as a home textile shopping guide, I asked her about the product knowledge of functional home textiles. She said that she only knew about functional home textiles. I have never seen any sexual bedding products, and I don’t know much about the so-called negative oxygen ion function. Shopping guides are the last service level for products facing the consumer market. If you have rarely heard of shopping guides, how can functional products be delivered to consumers? In the hands of consumers? As far as the entire functional bedding market is concerned, the proportion of functional products is still very small,” said Xu Liguo, Golden Sun Textile Technology Planning Manager. He said that functional textiles were born out of the functional health care industry, and due to the frequent occurrence of hype, exaggeration and even fakes, consumers have a certain degree of distrust and even rejection of the entire functional health care industry. When the large functional health care industry is trapped in a harsh environment, the small health care functional textile field is also implicated. Moreover, the industry standards and testing basis for the entire functional textile industry are relatively lagging behind, which to a certain extent contributes to the possibility of over-publicity. , and also reduces consumer trust. Fortunately, in recent years, the adjustment and self-discipline of the entire functional health care industry have been gradually standardized and improved, and the testing standards and industry specifications for functional textiles are also being stepped up. “Secondly, there are also some problems in the field of functional home textiles: from capsules, fibers, yarns, gray cloths, printing and dyeing, fabrics to finished products, there is a lack of communication and in-depth cooperation between the upstream and downstream in the industry chain, and manufacturers in each link are If you want to promote your own brand, engage in brand licensing, issue tags to downstream companies, and do their own thing in publicity and promotion, this objectively causes confusion among consumers and is very detrimental to the cultivation of the consumer market for functional home textile products. A coordinated and orderly environment is crucial to the development of an industry. Only by doing their own expertise, linking upstream and downstream, and jointly cultivating functional bedding consumer groups can the industry truly become bigger and stronger,” said Xu Liguo. Chain direct sales expand channels “At the same time, channel differences are an important reason why the development of functional home textiles is not as good as functional clothing.” Xu Liguo said, “Clothing brands are backed by prime commercial locations in various places, and with the terminalization strategy of the clothing industry, many The brand has thousands of terminals and the network is spread all over the country, making it very easy to promote functional clothing products; while the terminalization of home textile brands started late, there are only a few leading companies for brands with more than a thousand stores, and the others are mostly regional brands. Since there is no channel foundation It is relatively difficult for functional bedding products to be sold to the national market. Therefore, the promotion of functional bedding products also needs a platform that can radiate across the country and radiate domestic mainstream brands. “Home textiles are generally sold in shopping malls, supermarkets, and specialty stores. Although the coverage is large, for functional home textile products with high technological content, consumers cannot truly understand their functions, which is not conducive to corporate brand building. Chen Bangwei, a professor-level senior engineer of Shanghai Textile Group, said: “Functional home textile companies should transform traditional distribution into a channel system based on chain direct sales, and build short, smooth and stable circulation channels with end consumers, so that consumers can enjoy Direct service of high-quality functional home textile products. “Doing chain direct sales means selling directly to all consumers. This can fully avoid the embarrassing situation of uneven product distribution and fake goods flooding the market, so that consumers can buy at high prices. High-quality functional home textile products and enjoy a full range of services. “Through chain direct sales, enterprises can transfer all profits from channel circulation to consumers, effectively provide consumers with expert consulting consumer services, enable consumers to learn more about functional home textile product knowledge, and enhance consumers’ brand awareness. “It will help companies develop more potential functional home textile products,” said Yuan Rong, a professor at Shanghai University of Engineering and Technology. In addition to chain direct sales, specialty stores are also suitable channels for the circulation of functional home textile products. “Specialized stores can meet the requirements of functional home textile products in terms of product specialization. Consumers can clearly target home textiles in specialty stores.”It enables in-depth knowledge and understanding of products, and the dealer model that is directly linked to manufacturers reduces the intermediate links in circulation and reduces the circulation costs caused by multiple channels. In specialty stores, consumers can fully understand functional home textile products, and sellers can also fully grasp the dynamics of consumer demand for products and provide timely feedback to manufacturers. Only in this way can the field of functional home textiles develop rapidly. ”
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