Industry Association Yang Zhaohua: Grasping the channel to grasp the brand building
[Reporter]: I am very pleased that we can interview President Yang of China Home Textile Industry Association. I also welcome President Yang to enter our Sohu interview room and accept the interview of Sohu. First of all, I would like to ask President Yang to contact us. call. Yang Zhaohua, President of China Household Textile Industry Association Snowboard Tug Bag,Lightweight Travel Bag,Anti Theft Backpack,Leather Duffle Bag, Best Pieces of Rolling Luggage Dongguan Mingpin Traveling Appliance Company , https://www.mpluggage.com
[Yang Zhaohua]: Hello friends of Sohu.
[Reporter]: Today, we are here to participate in the China International Home Textiles Exhibition. I would like to ask President Yang to introduce the situation of this exhibition.
[Yang Zhaohua]: This year's booth has so many features, the scale has reached a new record in history, we have nearly 1,200 exhibitors, and 877 are from domestic, especially the domestic 800 companies should be said to be absolutely Some of the big companies are coming. It should be said that this exhibition reflects the current level of our industry.
The second one from the perspective of the exhibits, we have bedding, towels, fabrics, accessories, wallpaper, covering a spinning. 
The third platform of our exhibition is more and more international and more comprehensive. Needless to say, internationalization, we have a lot of overseas exhibitors, we have more than 10% of overseas exhibitors. There are also a wide range of channels. We have department stores, wholesale, retail, mid-end brands, and middle-level brands. The channels are also very comprehensive. From the morning to the present, we find that the audience has more than last year. With obvious growth, our companies are very busy, they are very happy, and the quality of the audience this year is very good.
In terms of the fourth feature, our degree of internationalization is higher than last year. Through the W1 and W2 pavilions, there are international brands. They mainly come to the Chinese market this time, because the market recovery in other countries is relatively slow, but the Chinese market is growing very fast, especially domestic demand, so they are optimistic about China. The domestic demand market, they have come to China, just to bring the brand into China. You may be able to interview a lot of high-end brands. The high-end brands from abroad have come this year. I think this is very gratifying.
The arrival of these big names also shows that our country has greatly improved the respect and protection of intellectual property rights. If they perfect such a system, they will dare to come. If there is no intellectual property protection, many market developments they may make may soon It has been ruined. They are now coming to protect and affirm our country's intellectual property rights, and it is also an affirmation of intellectual property protection in our industry. These are very good.
In addition to the features just mentioned, our domestic exhibitors this year should say that they have spent a lot of time on the development of exhibits. They have not only done their work in terms of styles and patterns, they have already started to use them. A lot of high-performance fibers to meet the different functions of the products, which used to be relatively rare. In the past, the home textile industry was relatively single. We saw this morning, and the technological content and technology elements are more and more in this year's exhibition.
This year, the trend has been launched. The trend is to cooperate with the Italian company Constantine this year, as well as the North Service, and the Nantong Dieshiqiao Market to support us to do this. It is the promotion base of fashion trends. . You went to see this year, it is very open, and many of the samples inside are designed for us to target the trend. Working together from Italy and colleges, specializing in fashion trends. We can provide some of these fabrics in combination with the company, which can be said to be more advanced than before. This fashion trend is more in line with international standards and has more practical guiding significance. We not only tell you its theme, his color, we also show you the real style, the people who visit have practical feelings, and there is a greater demand for him to go back and do product research and development.
There is also our design competition, which is a big difference between the organizational form and the functional direction this year. Our competition is divided into two parts, one is creative, and this year's creative competition will have nearly 1,400 works. In this year's creative contest, our judges unanimously affirmed that the level of design has improved this year. The level is that the content of the drafts and the sense of design are much more. Unlike the past, many of them are very straightforward, and they have their own ideas, and they submit them. There are ideas for the entries. You can go and see some of the gold and silver awards this year. This year's gold and silver awards are all one person. The silver award is three. One of the silver winners is the winner of our gold award. It is our Tsinghua University. That shows that she has put her own creative inspiration source, how to develop, how to use the product to put forward a more complete idea, the content has connotation.
Like the physical competition, we changed the past practice and only made one competition. We put Zhangye Cup according to the different characteristics of our products. We made a fabric competition in Yuhang. We made towels in Binzhou and made bedding in Dieshiqiao. Last year, more than 200 entries were received, and 550 were received this year. Among the 120 exhibiting companies, 50 companies are well-known trademarks of Chinese famous brands. These companies show that the authority of our competition is getting bigger and bigger, or that our competition is very representative. The gold, silver and bronze awards can reflect our industry, so the combination of these things formed us this year. The highlight of the competition is also different from the past, which has played a very important role in promoting the development of the industry.
[Reporter]: This year's competition is also an important part of this year's exhibition, because there are some shows of the works. In addition, we also have some intangible cultural heritage exhibitions, including the exhibition areas of our home textile industry history. These are the exhibition areas of the nature of the craft, and also the highlights of this exhibition, please tell us about it?
[Yang Zhaohua]: The brilliant photo exhibition of ten years is also a combination of the "Twelfth Five-Year Plan". This year is also the year of the opening. The review of the past "Eleventh Five-Year Plan" is also to sort out the development process of the past home textile industry. In the process, we will reflect on some issues and lay the foundation for the better development of the 12th Five-Year Plan. So there are some old photos that seem to make a lot of associations or feelings inside. I met a lot of old companies today. I have been working for 40 years and said that I was very impressed with this photo. I thought about it forty years ago. This is quite good, for modern young people, or for the future "12th Five-Year".
We are not in the pastoral area for three consecutive years. This year is the fourth year. In the non-legacy area, we are promoting Chinese culture and inheriting Chinese culture. If there is no inheritor, it may not be in a few years. Our industry is so In fact, it is helpful to the industry. Through our unrelenting display and the display of Chinese culture, we hope that our home textile designers can extract cultural elements from the history of China's five thousand years of culture, especially our intangible culture, instead of copying it. . Just like the popular words, I simply put the brush word on the product. The blue and white porcelain will make the whole porcelain plate, which is very straightforward. We hope to refine the elements and color elements in the future so that you can make sense before inheriting. .
After the last three years, we will try this year, and we hope that we can rely on industrialization. They showed that we had visited them once before, and discussed with the inheritors, how to make intangible cultural heritage to home textile products or tourism products, can produce industrial effects. This can attract people to pass it on, can get better protection, and blindly inheritance protection may limit it. Through the combination of such industry and intangible culture, we can achieve the goal of everyone's development.
[Reporter]: In fact, these cultural things are only a display in the museum. If you use it in ordinary people's lives, it may be better developed and protected. You just mentioned that we have a review of the development history of the past ten years. What is your biggest feeling of development in this decade?
[Yang Zhaohua]: This decade has developed very fast. It can be said that the home textile industry has caught up with a good time. Especially in the first three years of the “Eleventh Five-Year Planâ€, our growth rate exceeded 20%, and the financial crisis in the next two years. The impact has come down. The average growth rate of the entire “Eleventh Five-Year Plan†is 16%, which is increasing. By 2010, our industry's output value reached 1.65 trillion, mainly driven by domestic demand, and we have $29.7 billion in exports.
Let us look at this past five or ten years, which is a decade of great economic development in all walks of life in China. We have caught up with such a good era in the home textile industry, so many of our companies have been the fastest growing in the past decade. Now let's see that our industry is the most advanced equipment in the world. We didn't pay much attention to design and R&D in the past. Now many of our good companies are hiring foreign designers. To hire the American designer in the US market, and to hire European designers in the European market, this kind of progress is really unimaginable. Through today's exhibition, you can go and see. Through this decade, the variety of our home textile products is extremely rich, and the color is extremely rich. It should be said that the development of the home textile industry in the past ten years has made an important contribution to improving the quality of life of the people throughout the country. The quality of our towels has improved, the quality of our bedding has improved, we have a good healthy life, and we have a good night's sleep, which is our contribution to the home textile industry over the past decade. So very very happy. At the same time, we feel that the next "Twelfth Five-Year Plan" will change from big to strong, and we also face challenges. We hope to cooperate with the whole industry and lay a good foundation for the textile power in the "Twelfth Five-Year Plan".
[Reporter]: What do you think is the development direction of the national textile industry in the future?
[Yang Zhaohua]: I am a little simpler. The home textile industry is an industry with a mid-end product. We must grasp channels and grasp brand building. If you want to talk about brands, maybe we will leave the development of research and development or home textile culture. We have to grasp through both ends, research and development, and channels to catch. Encourage everyone to develop good products, but there must be a new channel. Only when this channel is relatively complete can it be recycled. If the enterprise has the money to invest in research and development and re-investment, this is a good virtuous circle.
On the basis of these, of course, science and technology and talents are the focus of development. It is impossible to achieve the two that no good people have just said. Now with the substantial increase in production factors, it is difficult to develop without relying on scientific and technological progress. Now that labor costs are so high, how can we use new equipment to improve our labor productivity and increase labor productivity to consume part of labor costs? Rise. That is, under the price of high raw materials, we only rely on new equipment to ensure the quality of our products and reduce unnecessary waste.
Next, the “Twelfth Five-Year Plan†proposed energy conservation and environmental protection, and the circular economy is inseparable from technology. It must be in terms of technology, and its dependence on technology will become larger and larger in the future. We are also looking forward to making major breakthroughs in science and technology and making a great contribution to the development of our industry.
[Reporter]: You just mentioned that the important point in the future is that the channels are widened. Many home textile companies have broadened their channels. On the one hand, they are extending to third- and fourth-tier cities. On the other hand, they are putting them on e-commerce. How do you evaluate the actual situation? Two channels with virtual?
[Yang Zhaohua]: E-commerce has developed particularly fast in the past two years. We have recently conducted a simple survey. Now we have more than 100 e-commerce brands, which are done through several of our major business platforms, through portals or our flagship stores. We probably counted that in 2010, e-commerce foreign trade was 520 billion. We have also done some surveys in the consumer market recently. In the survey of the respondents, more than 54% said they would use e-commerce to purchase in the future. Therefore, e-commerce is an important part of the channel construction in the home textile industry in the future.
The second point of home textile products is also very suitable for taking the e-commerce channel because of its standardization. With the continuous improvement of our e-commerce technology, our image color assurance or the use of 3D technology in the future, or some of our search engines can speed up the search for what consumers want. With the development of technology, e-commerce will become more and more important, that is, more and more enterprises now attach great importance to e-commerce. Of course, our industry also attaches great importance to it. We are also actively guiding everyone how to be orderly and not. Missed this great development opportunity. Therefore, if the online and offline cooperation is good, the development of the enterprise will be very fast. From the perspective of brand listed companies in the home textile industry, we reported in the semi-annual report that their e-commerce growth is very fast. This is also a trend, and we also see that companies attach great importance to this aspect.
[Reporter]: Thank you very much President Yang for accepting our interview. Thank you.