Editor's note: Although it is difficult to take care of the hand, the United States has a high price since the days. Although silk home textiles have always been regarded as “high quality” by consumers, they are constrained by various elements such as materials, prices, and concepts, and they are sold in the domestic market. It was “squeezed” to the near edge, and its proportion continued to be low. It is the main direction of silk enterprises in recent years to increase the level of silk production technology and product design to meet increasingly stringent market consumption demands, thereby stimulating domestic sales of silk and promoting industrial advancement. Recently, following the "Silk China" project, it was unveiled at the 96th China Central Conference. Its channel sales segment blew the horn in many places in China. There are more than 220 silk franchise stores and shopping mall counters in the country to hold the "Silk Fashion Consumer Week". With the novel products, affordable prices, and creative activities, it has gained popularity for the domestic sales of silk.
During the 'May 1' holiday, our reporter visited many home textile markets and stores and found that silk home textile sales are rising, consumer groups are gradually expanding from high-end to mass, and in addition to the original flagship wedding series, daily household silk bedding products are also It is getting better and better. A number of corporate executives said that as people pay more attention to the quality of life and pay attention to the environmental protection and skin-friendly nature of home textile products, the domestic market of silk home textiles is worth looking forward to.


Beijing: Silk consumption is no longer limited to high-end


Step into the Rizhaoxiang Qianmen Dashilan Main Store, the centuries-old shop's silk rhyme is on the way, and the upper and lower floors of the store are divided into various areas, such as home textiles, fabrics, home clothes, accessories, custom, etc., which are different in style or gorgeous or beautiful. Silk products. Xia Wei, deputy general manager of Beijing Ruiqixiang Silk Cloth Shop Co., Ltd. told reporters: “From 'Silk Fashion Consumption Week' to 'May Day' holiday, the sales of various silk products in the store have been improved. In recent years, silk Home textiles, apparel and other products have gradually been accepted by ordinary consumers and are no longer limited to high-end consumer groups.In the past, consumers who came to the store to purchase silk home textiles were mostly used for wedding purposes, and now they are popular with the new Chinese drapery style. The return of traditional craftsmanship, combined with the continuous integration of our product designs, has led to an increase in the number of consumers who purchase silk textiles for daily use.”


According to Xiayi, at the "Silk Fashion Week" launched recently, as the "Silk China" invited brand and brand demonstration store, Rui Qi Xiang Beijing front door Dashilan Head Office, Jinyuan Lufthansa brand boutique stores, the brand of Di'anmen Directly-operated stores and 3 stores are linked to each other to provide consumers with experience and experience in real-time activities such as organizing member cultural experience day, manual arts and crafts experience day, silk product experience shopping day, and Chinese clothing new product show. Cheung's brand culture, including Rui Qixiang's new spring and summer 2014 sales show, silk special sales event and other activities attracted high popularity and played a very good promotional effect. “According to statistics, the sales of all stores during the event have been enhanced to varying degrees. Jinyuan Yansha Store and Di'anmen Store have improved their performance by 5% and 4.6% respectively compared to the same period of last year. The front door store has achieved a 7% improvement in performance over the same period last year. Among them, bedding, silk fabrics, and silk clothing are greatly promoted."


Xia Xie said that Rui Haoxiang had inherited from generation to generation since 1862 (the first year of the Qing Dynasty) and formed a unique corporate culture, and it has also become a national brand that has won consumers trust and love. As the first brand of Chinese silk, the old-fashioned Ruihaoxiang is the most complete and representative enterprise in the continuation operation. Its product structure has always maintained the full, refined, excellent, new and special corporate characteristics. In recent years, Rui Haoxiang has implemented a more scientific brand development strategy, highlighting the corporate principles of inheritance, innovation, cooperation, and development, vigorously strengthening brand management, introducing high-end management talents, and gradually completing the market transition from fabric sales. The enterprise is transformed into a mature enterprise with self-developed, designed and produced clothing, home, bedding and clothing as the main body, and the specialization of the non-genetic inheritance team is used to increase the R&D and customization services of the featured products. Make Ruixiangxiang more competitive in the brand.


At the silk bedding counter, the reporter saw that the quilt cover, pillowcase, bed cover and other products cover Chinese style dragon and phoenix, pipa, Baizi map, European pastoral, luxury and other styles, hand embroidery, machine embroidery, inkjet and other different techniques, the price from From one to two thousand yuan to more than ten thousand yuan, it provides consumers with a larger choice. “At present, consumers buy silk home textiles at the most price range of 1,000 yuan to 5,000 yuan. In addition, the consumer demand for silk products has also increased.” Xia Wei said: “During the event, the theme of 'Silk China' has caused certain The attention of consumers today has raised the awareness of silk to the level of health, environmental protection and quality of life. This has changed the image and identity with silk products in the past, and the promotion of silk culture by 'Silk China' The advocacy of quality life caters to today's consumer concepts and naturally promotes silk consumption."


Jiangsu and Zhejiang: Daily average sales of single stores increased


When it comes to silk, people first think of it in Jiangsu and Zhejiang, especially Suzhou, Hangzhou and Huzhou, which are called the three major silk markets. In Suzhou, “Taihu Snow” is a typical representative and shiny business card of Su-style silk. Hu Yufang, Chairman of Suzhou Taihu Snow Silk Co., Ltd. said: “'Chinese Silk, Soviet Style' is the theme of Taihu Snow's event and is also a consistent brand concept. Taihu Snow is currently one of the largest silk quilts in Suzhou. The annual production of various silks has reached more than 300,000. The company has more than 300 counters and specialty stores in large and medium cities across the country."


At the previous needle meeting, Taihu Snow brought four series of products, including silk quilts, silk bedding, silk scarves and silk pajamas. The products have two highlights. One is quality, the products are underwritten by Pacific Insurance Company, and 100% silk is guaranteed. Second, fashion, the product abandons the traditional monotonous design pattern, blends Suzhou symbols such as Kunqu Opera and gardens, and modern art, architecture and other art forms, and displays the design concept of the new silk home textile, which has won the favor of customers. During the subsequent “Silk Fashion Consumer Week”, Taihu Snow shared Suzhou flagship store, Suzhou Tianhong department store counter, Suzhou Meiluo Mall counter, Silk Museum store, Wujiang Silk Club, Wujiang Olin Tsinghua West District store, Tonglidian, Beijing New 11 stores including World Store, Tangshan Store, Victoria Moore City Store in Hohhot, Inner Mongolia and other stores. Moreover, each store has a variety of activities, such as opening a Tongli store in the national 5A level scenic spot, combined with the opening ceremony, using silk kit static display, model parade, in-store sweeping WeChat courtesy, full-court specials and other activities to create silk consumption The atmosphere broke the store's daily sales record for 3 consecutive days. The Taihu Snow Headquarters store combines the local special silkworm festival with the “Taihu Snow Cup Silk Rhyme Zhenze National Photography Exhibition” promotion season, hiring professional models to carry out the catwalk and Taihu Snow original songs and so on to attract customers and drive sales. Achieved good results. Other stores have also organized a variety of activities such as gift-giving, discount sales, etc. according to their own characteristics.


According to Hu Yufang, in the “Silk Fashion Week” and “May 1st” holiday period, the sales of 11 stores in Taihu Lake increased significantly, with headquarters stores, Tongli stores, Suzhou Tianhong department stores counters, Suzhou Metro Mall counters, Suzhou The flagship store and Wujiang Olin Tsinghua West District store represented the average daily sales of each store from approximately 20,000 yuan to 30,000 yuan. During this period, average daily sales increased to 50,000 yuan to 60,000 yuan, an increase of 100 percent. Summer silk quilt, silk set and scarves are popular.


“Silk is born with natural and healthy elements that fit perfectly with the low-carbon lifestyle that modern people admire. Silk is not only a manifestation of culture, but also a way of life. In my opinion, domestic consumers have Silk products can be said to be more and more liked and more and more admired, such as home textiles, clothing accessories, and other products with individual characteristics that give silk culture connotation are gradually being welcomed by middle and high-end customers.” Hu Yifang believes that with people’s income levels The improvement of the quality of life and the pursuit of quality of life, green, healthy and unique charm of the silk products are gradually from the ranks of luxury goods into the homes of ordinary people, which led to the development of the silk market. However, at present, silk companies still have weaknesses such as weak brand awareness, lack of R&D teams, and poor reeling devices. Therefore, companies should pay close attention to brand building, broaden their horizons, actively learn from the world’s top brands, strengthen their R&D capabilities, and increase brand recognition. Product features to promote the prosperity of silk domestic sales.


Another Silk Road Group “Hua Sha” brand in Huzhou is more focused on silk home textiles and is committed to producing household items from silk. “We advocate 'silk changing lives' to display home textile arts that are elegant and silk home to enhance the quality of home life for consumers.” Ling Xiangchao, general manager of Lufthansa Home Textiles, said: “Goussa focuses on textile spinning, product line from Bedding products extend to carpets, home wear, slippers and other ancillary household products. The highlight is the use of mulberry silk fabrics. After careful processing, satin is silky and smooth.


During the consumer cycle, more than 20 stores of Huansha Home Textiles participated in the event, and launched a 30% discount on new products in the season. According to sales data, the sales of stores increased by 20% compared with the same quarter of last year, and the daily sales were around 4,000 yuan, and there was a significant increase during the event. Among them, silk printing kits and silk silk are deeply loved by consumers and are the most popular. "With the improvement of living standards, domestic consumers have begun to pay more and more attention to the pursuit of quality of life. Home textile products such as silk quilt and silk bedding have won consumers' esteem with their natural, health-care, and noble characteristics. The development trend, I believe that under the impetus of the 'Silk China' project, the silk domestic market will be dawning." Ling Xiangchao said.


Henan: North School Silk also has "Spring"


□ Our reporter Li Xiuming


“Henan has a lot of silk specialty products, such as Nanzhao silk tussah, silk embroidery, embroidery, Zhenping silk carpets, etc. We must seize the opportunity to catch the “Silk China” train to spring.” Henan Province Home Textiles Xu Bo, president of the association, said that wild tussah silk has multiple advantages over mulberry silk, such as strong UV absorption and warmth. According to measurements by the International Wild Silkworm Society, wild tussah silk is 3.5 times more effective than mulberry silk. Moreover, the alanine content of tussah silk was 40% and the mulberry silk content was 30%. The content of tryptophan and histidine in tussah silk is 5 times higher than that of mulberry silk, which makes the elongation and elasticity of wild tussah silk higher than that of mulberry silk. In addition, wild tussah silk is also much more hygroscopic than mulberry silk, so it has better skin-friendly properties. At present, the output of wild tussah silk is less than 1% of mulberry silk, making it a scarce resource for environmental protection.


According to Xu Bo, local companies have used the various characteristics of wild tussah silk to develop and produce quilted silk quilts, blankets, scarves and other products that are well recognized by the market. At present, the “town of silkworm silkworms” in the southwestern part of Yuxi, Nanzhao, the silk processing enterprises represented by Oriental silk and silk of Afghan Palace are gradually developing and expanding, forming beddings, carpets and other home textiles and apparel products, with an annual output value. More than 200 million yuan. "In mid-May, the Henan Home Textile Association will organize well-known enterprises and colleges in the industry to go to Nanzhao to conduct inspections on the tussah silk project, hoping to expand the influence of Nanzhao Tu silk and drive product sales."


In addition to tussah silk that does not lose in mulberry silk, the silk embroidery products in Henan have continued to innovate on the basis of inheriting traditional features in recent years. On the "May 1st" holiday, the reporter walked into the Kaifeng Embroidery Exhibition Hall, where he looked through the beautiful and splendid embroideries. It seemed to enter the ocean of art. Characters, either elegant or luxurious, are different in spirit; birds and birds, or want to fly, or play, gestures; flowers, or blooming, or blooming, charming. "In May 1st, the popularity in the exhibition hall was significantly higher than usual." Sales staff told reporters, "Suixi embroidery and Suzhou embroidery, Xiang embroidery, Yuexiu, and Xian embroidery are collectively known as China's five famous embroidery. At present, the embroidery is traditional On the basis of color tone and acupuncture, 36 kinds of basic acupuncture methods have been innovated and reorganized. Nowadays, consumers have begun to return to the preference for traditional oriental implication, and sales of silk embroidery products have thus increased.” And Feng Yongli, founder of Anxiu, is Founded on the basis of “Lying Garden Embroidery”, Henan Anxiu Cultural Industry Company was established and formed the production and business model of “company + base + embroidery division + sales outlets”. More than 1000 kinds of practical and collection products have been developed. , Sales to many areas in China and exported to foreign countries.


“When referring to the silk home textiles in Henan, I have to say that there is Zhenping carpet.” Xu Bo said: “The Zhenping carpet is made of silk and wool, and is refined by pattern design, dyeing, weaving, washing and smoothing. The pattern is gorgeous, the color is gorgeous, and there are various patterns such as landscapes, figures, flowers and birds. It can be used for hanging walls or paving the ground. The surface is flat and the texture is fine. It is widely used in interior decoration."


Town flat carpets have long been regarded as the "leading project" of Fuminjiang County, which has also enabled the rapid development of the town flat carpet industry. At present, the carpet industry has become the industry pillar, financial pillar, and spiritual pillar of the county, and annual taxation accounts for 50% of county-owned industrial enterprises. Zhenping Carpet Group currently has more than 400 branches and branches, becoming the world's largest handmade carpet production plant.


The relevant person in charge of Zhenping Carpet Group said that the company has formed six product sequences, such as silk carpet, silk carpet, woven blanket, wool blanket and silk carpet, and developed 360 series of high, fine and sharp products, with more than 1400 varieties. One. It is understood that there are dozens of silk carpet companies in Yuping, Bona, Yafeng, Yamei, Crown, Xinyuan, Wanqiang, and so on in the vicinity of Zhenping. Zhenping has become a business card for silk carpets. Named by the country as "the hometown of Chinese carpets.