Home Textile Industry: "Channel Is King" &Nbsp; Soaring In "12Th Five-Year".

During the 2001-2009 years, the output value of China's home textile industry increased by nearly 20%, showing a very high industry growth. Moreover, as far as national experience is concerned, there is great room for growth in home textile consumption in China. We estimate that the total consumption of home textile market in China is around 150 billion yuan in 2010. It is predicted that during the 2011-2015 years of "ten events five", the growth rate of household textile consumption in China will remain at around 15%. Dismantling the consumption demand of the three major home textiles, we believe that although the relocation consumption will be suppressed by real estate sales, wedding spending is the growth point of home textile consumption in the next five years. The demand for self use and renewal will benefit from urbanization and the release of rural market demand. Home textiles Long term support for rapid growth of the industry.

The home textile industry belongs to the "Chaoyang" industry. From the perspective of industry life cycle, China's home textile industry is in the growth stage. It is the best time for long-term investment intervention. Compared with the brand clothing at the front end of the consumption promotion, the concentration of home textile industry has a larger room for improvement. At present, the competition for the first tier with Luo Lai, Meng Jie and fuanna as the first step is formed. The home textile market has the characteristics of "blue ocean", the space is large, and the concentration degree is low, which is conducive to the common growth of home textile enterprises.

"Channel is king" is the main strategy of the current home textile industry competition. Under the background of accelerated consumption upgrading, benefiting from the dual structural dividend of population age and income, home textile consumption is showing a trend of high-end and branding at this stage. And brand home textile is also in the stage of breaking through from the regional leader to the periphery. Among them, scarce. channel Resources make the channel value more than brand value at the present stage. Therefore, "channel is king" has become the main competitive strategy of the home textile industry at present.

We analyze the brand and channel of the three home textile listed companies in the light of the logic that "the brand gets the market and the channel gets the world". Luo Lai The brand system is the most perfect, not only has its own brand realized the full coverage of different consumption levels, but also the agent of international famous brands has strengthened the brand recognition and influence of role, and the brand system of fuanna and Meng Jie has been improving gradually, and the online shopping system is being built. In terms of channels, Luo Lai is full of wolves, the largest channel model and regional expansion, followed by fuanna and Meng Jie.

On the whole, we believe that the comprehensive strength of the home textiles is the strongest, followed by fuanna, and finally by Meng Jie. As the industry is growing up, the listed companies have a good reputation in terms of channels and brands.