E-Commerce Channel Innovation And Enterprise Endogenous Pformation Into Home Textile Industry

< p > nearly two days, the home textile sector performed well. Following the increase of 7.74% in Meng Jie's home textile [-0.91% Capital Research Report on Monday, and the increase of 5.13% in the [-2.18% research fund of the home textile company of P, the Tuesday group rebounded again, of which [-2.04% rose 7.37%, and rose Rose 5.83%.

Behind the rise, the home textile sector's performance may be better than market expectations, and the industry trend continues to turn better in the second half of this year.

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< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > Home Textiles < /a > in the amended announcement, the two quarter of the year, as the market demand rebounded, the company's operating income was slightly better than the expected level, which brought impetus to the first half performance.

As the end of the real estate industry chain, the beginning of the second half of last year, the property market will rebound to the domestic textile industry will gradually emerge.

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< p > Wang Liping, an analyst with Shenyang Wanguo [0.00%] securities, believes that < a href= "//www.sjfzxm.com/news/" > Home Textile sub industry < /a > is already at the bottom of the trend of warming. It is expected that the relevant companies in the newspaper may exceed expectations. Fuanna has a 25% growth in terms of its robust operation and unique sales mode, while the growth of China Daily report of Meng Jie home textiles is also likely to reach 15%.

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< p > > from the previous "a href=" //www.sjfzxm.com > Home Textile Enterprise < /a > held autumn and winter orders will see that most of them have achieved a mild recovery. Fuan autumn and winter orders will achieve an order of 850 million yuan, an increase of 15%, exceeding expectations; the dream home textile autumn and winter ordering will also exceed the company's estimated 600 million yuan target volume, dealer confidence has been restored.

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< p > analysts expect that in the second half of the year, the performance of the home textile industry will continue to improve under the promotion of the lagging effect of the housing market warming, and relocation and wedding needs are the main drivers of growth.

In the long run, with the pace of consumption upgrading, the home textile industry will still have larger room for development. In this process, the innovation of e-commerce channels and the endogenous pformation of enterprises will be two important points.

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< p > because home textile enterprises have increased investment in network channels, the online sales of enterprises in the first half of the year have generally increased rapidly.

Roley's home textile business is growing rapidly. It is expected that revenue in the first half of this year will be more than 100 million yuan, up 30%-40% over the same period. The brand of LOVO, the company's special brand, has accounted for half of the total online sales in the first half of the year.

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< p > and the layout of Fu Anna in the electricity supplier channel has also been quite fruitful.

Dongfang securities analyst Shi Hongmei expects the first half of the company's electricity sales revenue to be around 80 million yuan. Considering the traditional peak season of the electricity supplier in the second half of the year, sales are expected to maintain rapid growth. It is estimated that the target of 300 million yuan will be achieved in the whole year (around 160 million yuan in 2012).

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Besides P, the management strategy of home textile enterprises is also changing.

Such as fuanna's autumn and winter ordering conference, not only around the "jumping" theme in product design and color bold breakthrough, and in the "big home" also stepped up the pace, the company put forward the "small IKEA" goal, will extend the household products to sofa, wallpaper, carpet, curtain, silk scarves and other categories.

"A href=" //www.sjfzxm.com "Luo Lai home textile" /a, Meng Jie home textiles and other enterprises are also improving their multi brand operation structure, and strive to balance the online and offline channels and develop "big home" business.

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