Winter In The Property Market Is Not Necessarily The Winter Of Home Textiles.

By the end of 2011, the government will continue to regulate and control real estate in the new year.

Demand determines cold and warm

Recently, the real estate giant Vanke Group said that it will follow the principle of "cash is king, actively selling the house, and cautiously buying land", showing the Vanke Group's attitude towards the future development of the property market.

The reduction of consumer demand in the real estate market will indeed affect the home market, because relocation is one of the most important reasons for buying home products.

At the same time, the new residence also means the beginning of new life, so many consumers have a more tolerant attitude towards new house decoration and consumption. Whether they choose furniture or home textile products, they will strive to purchase the best products in the range of capacity, regardless of the cost of the price.

It is precisely because of this, many domestic textile industry has a negative attitude towards the performance of the consumer market in 2012.

But not buying a house does not mean that people do not decorate, nor decoration does not mean that consumers will lose their quality of life.

Therefore, it is not a one-sided view that the demand for domestic clothing market is lacking, but the demand is adjusted.

The two decoration and the improvement of family environment and atmosphere through soft clothing will become the starting point of home textile market in 2012.

Household products, including furniture and home textiles, have no impact on the sales of home textile products.

With the concept of "light decoration and heavy decoration" becoming more and more popular, the soft fitting industry is likely to get considerable development in 2012, and the fabric and bed products industry will probably usher in the development of spring.

To this end, for home textile enterprises, the most important thing is to guide consumption, so that consumers realize that even if there is no bigger, better house, it can make life better, which requires home decoration, especially home textiles products to play a soft role.

In the domestic market, the first problem that enterprises need to solve is to stimulate consumers' pursuit of quality of life and tap the demand for creating a better life.

At present, most consumers can not link the quality of life with home textiles, but are serious and persistent in pursuit of designer bags and designer clothes.

A home textile brand official said: "many consumers are willing to spend tens of thousands of yuan to buy luxury.

Brand positioning

But it is inevitable that the downturn in the real estate market will lead to more intense competition in the home textile market. People's rational consumption will make the brand's survival of the fittest more obvious.

Nowadays, there are many home textile enterprises, but the brand positioning is not obvious.

Most of the enterprises take the mass line, the flagship mid-range products, but at the same time cover the high-end series with higher price and some low-priced products which are flexibly controlled by some prices.

When the market space is large, the sales situation is optimistic or the brand is strong, product coverage is not a problem; however, when the market is unstable, it will distract the brand's attention and the horizontal development is not as good as the deep development.

Because high-end products mean more fashionable designs, better fabric materials and higher costs, brands need to develop a design line or even a product line to specialise in production.

It is a burden to enterprises with insufficient strength. If the high-end product line fails to meet the high-end requirements, the brand will soon be abandoned by consumers and squeezed out of the home textile market.

Different levels of product positioning, it is difficult to lock in fixed consumer groups.

Sometimes, in order to survive better, enterprises should make a choice.

Just like the 2011 property market restriction policy, it is stipulated that consumers who hold a house can not enjoy the loan discount when they buy it again.

Aware of the loss of many of the backbone of the purchase, some of the real estate developers turned to villas and other high-end property market, abandoned the popular property, specializing in the need for loans of consumer groups.

Facts have proved that restricted purchase policy affects the support market of the rigid demand market to the whole property market is insufficient. On the contrary, the high-end projects are sought after by the market because of its better value preservation and value-added.

In view of the current home textile market, there is no mature high-end brand in China. Most of the well-known brands still sell high and medium grade products, that is, the products that the masses of consumers think are expensive, but the high-end consumers do not recognize them.

The gap in the high-end market is obvious, giving the international brand an opportunity to seize the Chinese market; however, the price of the low-end brand is not cheap enough to match the "affordable housing".

Letting profits increase the added value.

How to deal with the market downturn? Is it possible to save the mess only by reducing prices and discounts? The property developers have made a good demonstration for home textile enterprises.

Since last year, many real estate projects have taken advantage of the way to profit and actively leveraged the real estate economy.

One way of giving profits is direct price reduction and discount, and the other way is to improve the standard of refined decoration, to produce better products and better property services, and more mature business matching, that is, to enhance the added value of products.

Obviously, the second method reflects the developer's awareness of the real estate brand building, which is better than the first one.

Last year, the fluctuation of raw material prices of textile products was obvious, which caused many enterprises to worry. However, because of the sluggish market, the brand had to offer discount sales.

In fact, enterprises can provide consumers with better quality, design updates and higher value-added products to maintain price stability, which is more cost-effective for enterprises, not only to ensure profits, but also to get a better reputation among consumers.

In 2011, Simmons brand upgraded on the basis of the original products and welcomed unlimited market opportunities.

Upgraded products improve sleep quality more powerful.

The brand said that economic growth will make people have higher requirements for the quality of life, and the frequency of mattress replacement will be greatly improved.

Therefore, improving sleep quality and improving product quality is still the goal of this year.

There are no bad markets, only bad products.

In 2012, the market put forward more stringent requirements for enterprises and brands. The competition of home textile products will become increasingly fierce. On the other hand, it will also become a good opportunity for brand repositioning and optimizing resource integration.