At present, domestic clothing on the market in China is still largely imported from Europe and the United States. It is a new clothing category that has been subdivided from the pajamas industry in recent years. For the specific positioning of home wear, there is no consensus in the industry. It is generally considered to be related to home and can reflect all the apparel products of the family culture. Including the traditional pajamas and yukata robes worn in the bedroom, sexy sundresses, including the home can now get a decent home meeting guests, can enter the kitchen work clothes, you can go to the community walk casual wear and so on.
Once upon a time, the home clothing industry was once considered as another sunrise industry in the clothing industry. A few years ago, domestic thermal underwear companies entered the home service market with huge sums of money, seamless underwear companies have also tested water, pajamas enterprises are getting the most attention first. A home service "gold rush" quickly warmed up in the textile and apparel industry. However, the past few years have passed China's home service industry did not appear imaginative hot. What's wrong with the home furnishing industry that is tepid and even looks awkward?
The concept is vague, and the production company blindly launches water as an "imported product." The current home wear is about to enter the eyes of Chinese consumers in the early 1990s. By the mid to late 1990s, with the rapid development of China's economy, people's spending power and awareness have increased, and the huge market potential of home clothing has gradually appeared in front of the Chinese textile and garment industry. As a result, more and more clothing manufacturers, including the original bra, thermal underwear companies, have their eyes on the home service. In just a few years, the number of companies producing home clothes in the country exceeded 1,000. However, there are professionals in the apparel industry who point it out. At that time, the so-called "homewear" produced by China's garment enterprises was nothing more than "pajamas" that were slightly different from traditional pajamas.
In fact, for the home furnishing industry, the landmark milestone should be regarded as March 16, 2007. The report from China's No. 1 Textile Network stated that the Home Textiles Professional Committee of the China Textile Commerce Association was formally established in Nanjing. Afterwards, with several large-scale enterprises in the industry as the leader, they launched a series of activities like “Homewear Dayâ€, “Top Ten Homewear Brand Selectionâ€, “Homewear Forumâ€, etc. It is said that there were some "experts" and "scholars" at the time, based on the number of home clothes worn by the European average quoted by the media, and then deducing how large the Chinese market was. In short, around the year 2008, homewear was hyped into a hot cake in the Chinese clothing market.
In fact, China is an ancient country with thousands of years of civilization. Home clothes have already appeared in people's lives in China since ancient times. In "Book of Rites • Tamaki", there is a record of "Chao Yuan Duan and Xi Shen Shen Yi". The meaning is roughly to say that the morning and the morning are great gifts. It is necessary to wear formal formal clothes. On the evening, you can wear light and comfortable clothes. . However, the concept of such home clothes in ancient times only stayed in the ranks of the elite and feudal scholars. Ordinary working people generally do not need, and there are no economic conditions to do such a move to go home and change clothes.
Today, China has experienced rapid economic development after years of reform and opening up. The people’s living standards have improved, and their spending power and consumer awareness have also increased. It seems to be a natural thing for emerging products such as home wear to be acceptable. In addition, in the current garment industry, where competition is fierce and profits are relatively weak, it is hoped that the occupation of a new "commanding height" as soon as possible and as soon as possible will be extremely beneficial to future development. As a result, China's textile and apparel industry began to enter the home wear industry.
Li Yaozu is from Shantou, Guangdong Province. He opened a small and medium-sized underwear production and processing factory near his hometown. As a small owner of the apparel industry, in early 2007 he received information that homewear might be a new hot spot in the apparel industry. Li Yaozu's factory is small, but it is established very early. Over the years, he couldn't help but be overwhelmed when he saw many garment factories built around him that were later than he was, but had developed quickly and had already been quite large. Then we look at our own factory and we rely on processing and maintenance every month. Although we are hungry, we cannot eat enough food. Can not earn much money, the future is bleak.
Facing this “opportunity†that may change his factory and his future, Li Yaozu was impressed. To tell the truth, it is very easy for his underwear factory to convert his home clothes. But what is homewear? How to produce? What kind of standard? Waiting for a series of questions, these are still ignorant to Li Yaozu who has only a vague concept in his mind.
In the end, Li Yaozu established a clothing company with home clothing as its main business together with several fellows in the textile and clothing industry. These people have a sock factory, do towels, clothing accessories. Most of them are not as clear about the concept of home clothes as Li Yaozu, but they are all optimistic about this so-called “trend†and invest. After the establishment of the company, it is only operating some new types of underwear, pajamas and other products.
In fact, the concept of home wear is inherently blurry from the day it was specifically elaborated. Originally, the apparel industry did not have a home service, and now it is naturally faced with a war for sportswear, casual wear and other apparel categories to compete for market share. As an extension of the pajamas industry, home wear is actually located between the gap between pajamas and casual wear, and has a poor reputation.
How to bring home the cultural connotation, has quickly become an issue that needs to be solved in all aspects of the industry. As a result, related industry associations have proposed that home clothing is related to home and can embody all the apparel products of “home cultureâ€. Since then, the concept of "homewear" has surpassed the narrow field of "pajamas" in the traditional sense. It has begun to make a fuss about the "home culture" and has extended to a broader field. According to China's first textile network, at present, there are nearly 2,000 enterprises engaged in the production of home clothes in China.
The market is chaotic and the buyers and sellers are confused. However, the concept of home service is still being explored and gradually improved in the production enterprises. Sales of home clothes have continued to open on the end markets across the country. Around 2009, almost overnight, a variety of home service stores and specialty counters appeared before consumers. According to a report from China's No. 1 Textiles Network, “After work, wear a fashionable and comfortable home wear, put yourself in a soft sofa, drink a cup of coffee and read a magazine, or engross in watching a movie...†This is a piece of text written in a large glass window in the doorway of a certain brand of clothing store in Chongqing. It is undeniable that such emotional discourse can indeed impress people. For those young people who work fast and work under heavy pressure, who does not want to have a moment of randomness and sloppiness?
However, walked into this store and found it. In addition to the men's suits and jackets, ladies' coats and evening dresses, there is this clothing store. Other seasonal clothing products seem to be omnipotent. From underwear, underwear to casual suits, from pajamas to sportswear, and even men's and women's socks. In response, the salesperson’s reply was confusing. It was said that the products here were worn at home. At the same time, the concept of home wear for customers in the store is also very vague. A lady with a child shopping in the shop said that she is not sure if she is a home wear, and anyway, she sees a clothing store coming in.
According to the market survey report conducted by China First Textile Network, for the concept of “homewearâ€, 20% of consumers think that homewear is equivalent to pajamas; 11% of consumers do not know what homewear is; the rest of the consumers Speak some answers. In saying some of the answers, the vast majority of consumers are based on the term "homewear" as the name implies. In fact, in most of China's regions, consumers are still unfamiliar with home clothes. Even if they are in western cities such as Chengdu and Chongqing, many people do not understand home furnishing products. It was the answer to the previous pajamas that everyone would understand.
It is understood that this situation is more or less present in other brands of home clothing stores and specialty counters. It can be seen that the market positioning of most home clothing manufacturers is still ambiguous. Undoubtedly, China's home service market is still at the exploratory stage of "crossing the river by feeling the stones."
Since the home wear industry is an emerging clothing industry market, various problems will inevitably arise. Visitors to the home service store can be said to be confused. Then how will the operators of the store encounter bizarre encounters?
Zhao Xiaoshuang is the manager of a female fashion store in a certain place in Sichuan Province. Messages concerning home clothes have been passed into her ears from time to time. In the current situation of fierce competition in the fashion store business, the profit of her shop is deteriorating. The emerging home service business seems to shine into her world with a bright dawn.
So, after some comparisons, Zhao Xiaoshuang went to Guangdong to negotiate with a manufacturer of home clothes. Since her shop is not in the capital city of the Mainland, the other party told her that she can only be an affiliate distributor. Unlike general apparel brand franchising, this factory does not charge Zhao Xiaoshuang's initial fee. This makes her feel very much in line with their own ideas. Due to reports of franchise apparel sales being deceived as initial fees often seen in major media, Zhao Xiaoshuang was very vigilant.
Finally, Zhao Xiaoshuang signed an agreement with them to join the sale of the brand's home clothing service in accordance with the requirements of the Guangdong home clothing manufacturer. The agreement clearly stipulates that Zhao Xiaoshuang's store must be renovated in accordance with the brand's style. And Zhao Xiaoshuang must also ensure that his store only sells the branded apparel products, or they will pay liquidated damages. As a branding party, he is responsible for training Zhao Xiaoshuang's employees. Sales personnel will be sent for help and guidance.
The most important thing in this agreement should be the way to pay for the products and payment for the home service. According to the agreement, Zhao Xiaoshuang needs to pay the brand a fixed amount of money first. Then, she chooses the product according to her own map. Then, Zhao Xiaoshuang paid the first purchase price when he purchased the goods for the second time. On the surface, it seems that the balance of payment for this payment seems reasonable. However, in fact, the first fixed amount of money paid by Zhao Xiaoshuang has actually been controlled in the hands of home service brands. This is exactly the same as other clothing chain franchise fee method, but changed the way and name only.
Subsequently, Zhao Xiaoshuang's home clothing store opened for business. The first few purchases, exchanges, payments, etc. are still relatively smooth. But gradually, Zhao Xiaoshuang discovered that the product map provided by the brand is not getting "spectrum". A large number of traditional bras such as bras and pajamas appeared in the product list, but her imagination of fashion home clothes became less and less. Later, Zhao Xiaoshuang learned about it. Due to the impact of the international financial crisis, the clothing factory in Guangdong has not had a good day. A large number of products that were originally exported were overstocked, and they could only find ways to “internalize†and send these underwear products to franchise stores. At the same time, the shortage of funds to develop new products for home wear is far from reachable.
Because there are funds in the hands of brand owners and the agreement stipulated for breach of contract and other reasons. At this point, Zhao Xiaoshuang wants to withdraw from this brand is also impossible. From this example, it is not difficult for us to see that most of the production enterprises in the domestic clothing industry are weak and have poor R&D capabilities. This is an indisputable fact. In short, at present, the domestic home service market is ignorant to consumers and companies are also confused. The definition of the product is vague and the consumer groups are not clear. The confusion in the domestic home service market is evident.
Quality, innovation, the future of the industry is a long way to go China's first textile network experts believe that the current situation of the domestic clothing industry in terms of the actual situation. The home wear industry is still far from reaching the so-called “cakeâ€. As the domestic average consumer's acceptance of home clothes is still at a very low level. The sales market for home wear is still confined to a small number of highly educated and high-income groups. From the point of view of the sales volume of branded home clothes, the major cities in economically developed areas such as Beijing and Guangzhou accounted for more than 80% of the total. However, when one of the largest in China, when consumers of home wear products are concentrated in several places, we have no reason not to believe that this industry is not yet mature.
In fact, the real competition in the domestic home furnishing industry originates from outside the industry. The biggest rival is not the brand but the consumer's identity. From a certain point of view, the factors that restrict the development of the industry also determine the way to guide the development of the industry. First of all, let people make new changes in the concept of consumption, sales of home service products is a matter of course.
In addition, we are not difficult to find from the home clothing production company. At present, domestic brands of home clothing manufacturing companies are nothing more than the following three: First, large-scale garment companies, because of excess capacity or funds idle, want to seek new profit growth point; Second, underwear companies, do home service and underwear With the sale; the third was previously made by pajamas, and now renamed clothing clothing manufacturers.
The first type of garment enterprise still has its main business still producing and selling garments. It is impossible to give enough attention to the development of styles for home clothes and the construction of sales teams. The second type of clothing enterprises, whose main business is traditional products such as bras, originally put home clothing as embellishment, it is even less likely to invest in innovation. Most of them are products like the imitation version, hanging in their own underwear stores to enhance the atmosphere. The third type of enterprises should have been the most powerful and most impetus for the development of the industry. However, due to the interference of the first two types of enterprise products to the home service market. As well, the habitual ideological stereotypes of domestic apparel companies, lack of innovative spirit and continued investment in home service brands.
At present, domestic home furnishing enterprises are low-grade copy-grade high-end copying and high-grade copying abroad. Everyone is happy to copy, and there is no real investment in design. This is also the root cause of why all the clothing that consumers see in the market is a face. This has led to the current domestic home furnishing industry has basically fallen into the vicious circle of low prices, imitation as a competitive means.
In addition to the series of problems existing in the innovation and operation of the home furnishing industry in China, the quality of home furnishing products can not help but make people feel worried.
In the fourth quarter of 2010, the Shanxi Provincial Bureau of Quality Supervision carried out a random inspection of 20 batches of home clothing produced by the textile and apparel companies in other provinces on the market in Taiyuan, and the qualification rate of physical quality checks was 75%. The main quality issue that exists is that the fiber content identification does not match the test results.
On March 21, 2011, the Shanghai Consumer Protection Committee announced the results of quality inspections of socks, wool knitwear and other products. Among them, the minimum rate of home wear is 66.7%. The main reasons for the product's disqualification are the disordered labeling of fiber content, the use of toxic dyes to decompose aromatic amines, and insufficient color fastness.
It is not difficult to find from the random inspection results of relevant departments in various regions that there are still certain problems in the quality of the home furnishing industry in China. In an emerging clothing industry, when the consumer awareness is not yet fully established and the market is still in the training phase, if there is a re-inspection of the quality of products, there will be more unqualified samples. Then the future of the domestic clothing industry is in jeopardy.
However, it is undeniable that with the improvement of the quality of life of the broad masses of the people in our country, we must pay attention to the home environment and improve the quality of life. There is no substitute for conventional clothing for the home wear. The potential of the domestic clothing industry in China is indeed very great. As long as all parties in our industry pay attention to product quality, speed up the development of designer teams, cultivate high value-added brands, optimize industrial structure, and strengthen channel construction, it will surely create another miracle in the apparel industry in China.
Once upon a time, the home clothing industry was once considered as another sunrise industry in the clothing industry. A few years ago, domestic thermal underwear companies entered the home service market with huge sums of money, seamless underwear companies have also tested water, pajamas enterprises are getting the most attention first. A home service "gold rush" quickly warmed up in the textile and apparel industry. However, the past few years have passed China's home service industry did not appear imaginative hot. What's wrong with the home furnishing industry that is tepid and even looks awkward?
The concept is vague, and the production company blindly launches water as an "imported product." The current home wear is about to enter the eyes of Chinese consumers in the early 1990s. By the mid to late 1990s, with the rapid development of China's economy, people's spending power and awareness have increased, and the huge market potential of home clothing has gradually appeared in front of the Chinese textile and garment industry. As a result, more and more clothing manufacturers, including the original bra, thermal underwear companies, have their eyes on the home service. In just a few years, the number of companies producing home clothes in the country exceeded 1,000. However, there are professionals in the apparel industry who point it out. At that time, the so-called "homewear" produced by China's garment enterprises was nothing more than "pajamas" that were slightly different from traditional pajamas.
In fact, for the home furnishing industry, the landmark milestone should be regarded as March 16, 2007. The report from China's No. 1 Textile Network stated that the Home Textiles Professional Committee of the China Textile Commerce Association was formally established in Nanjing. Afterwards, with several large-scale enterprises in the industry as the leader, they launched a series of activities like “Homewear Dayâ€, “Top Ten Homewear Brand Selectionâ€, “Homewear Forumâ€, etc. It is said that there were some "experts" and "scholars" at the time, based on the number of home clothes worn by the European average quoted by the media, and then deducing how large the Chinese market was. In short, around the year 2008, homewear was hyped into a hot cake in the Chinese clothing market.
In fact, China is an ancient country with thousands of years of civilization. Home clothes have already appeared in people's lives in China since ancient times. In "Book of Rites • Tamaki", there is a record of "Chao Yuan Duan and Xi Shen Shen Yi". The meaning is roughly to say that the morning and the morning are great gifts. It is necessary to wear formal formal clothes. On the evening, you can wear light and comfortable clothes. . However, the concept of such home clothes in ancient times only stayed in the ranks of the elite and feudal scholars. Ordinary working people generally do not need, and there are no economic conditions to do such a move to go home and change clothes.
Today, China has experienced rapid economic development after years of reform and opening up. The people’s living standards have improved, and their spending power and consumer awareness have also increased. It seems to be a natural thing for emerging products such as home wear to be acceptable. In addition, in the current garment industry, where competition is fierce and profits are relatively weak, it is hoped that the occupation of a new "commanding height" as soon as possible and as soon as possible will be extremely beneficial to future development. As a result, China's textile and apparel industry began to enter the home wear industry.
Li Yaozu is from Shantou, Guangdong Province. He opened a small and medium-sized underwear production and processing factory near his hometown. As a small owner of the apparel industry, in early 2007 he received information that homewear might be a new hot spot in the apparel industry. Li Yaozu's factory is small, but it is established very early. Over the years, he couldn't help but be overwhelmed when he saw many garment factories built around him that were later than he was, but had developed quickly and had already been quite large. Then we look at our own factory and we rely on processing and maintenance every month. Although we are hungry, we cannot eat enough food. Can not earn much money, the future is bleak.
Facing this “opportunity†that may change his factory and his future, Li Yaozu was impressed. To tell the truth, it is very easy for his underwear factory to convert his home clothes. But what is homewear? How to produce? What kind of standard? Waiting for a series of questions, these are still ignorant to Li Yaozu who has only a vague concept in his mind.
In the end, Li Yaozu established a clothing company with home clothing as its main business together with several fellows in the textile and clothing industry. These people have a sock factory, do towels, clothing accessories. Most of them are not as clear about the concept of home clothes as Li Yaozu, but they are all optimistic about this so-called “trend†and invest. After the establishment of the company, it is only operating some new types of underwear, pajamas and other products.
In fact, the concept of home wear is inherently blurry from the day it was specifically elaborated. Originally, the apparel industry did not have a home service, and now it is naturally faced with a war for sportswear, casual wear and other apparel categories to compete for market share. As an extension of the pajamas industry, home wear is actually located between the gap between pajamas and casual wear, and has a poor reputation.
How to bring home the cultural connotation, has quickly become an issue that needs to be solved in all aspects of the industry. As a result, related industry associations have proposed that home clothing is related to home and can embody all the apparel products of “home cultureâ€. Since then, the concept of "homewear" has surpassed the narrow field of "pajamas" in the traditional sense. It has begun to make a fuss about the "home culture" and has extended to a broader field. According to China's first textile network, at present, there are nearly 2,000 enterprises engaged in the production of home clothes in China.
The market is chaotic and the buyers and sellers are confused. However, the concept of home service is still being explored and gradually improved in the production enterprises. Sales of home clothes have continued to open on the end markets across the country. Around 2009, almost overnight, a variety of home service stores and specialty counters appeared before consumers. According to a report from China's No. 1 Textiles Network, “After work, wear a fashionable and comfortable home wear, put yourself in a soft sofa, drink a cup of coffee and read a magazine, or engross in watching a movie...†This is a piece of text written in a large glass window in the doorway of a certain brand of clothing store in Chongqing. It is undeniable that such emotional discourse can indeed impress people. For those young people who work fast and work under heavy pressure, who does not want to have a moment of randomness and sloppiness?
However, walked into this store and found it. In addition to the men's suits and jackets, ladies' coats and evening dresses, there is this clothing store. Other seasonal clothing products seem to be omnipotent. From underwear, underwear to casual suits, from pajamas to sportswear, and even men's and women's socks. In response, the salesperson’s reply was confusing. It was said that the products here were worn at home. At the same time, the concept of home wear for customers in the store is also very vague. A lady with a child shopping in the shop said that she is not sure if she is a home wear, and anyway, she sees a clothing store coming in.
According to the market survey report conducted by China First Textile Network, for the concept of “homewearâ€, 20% of consumers think that homewear is equivalent to pajamas; 11% of consumers do not know what homewear is; the rest of the consumers Speak some answers. In saying some of the answers, the vast majority of consumers are based on the term "homewear" as the name implies. In fact, in most of China's regions, consumers are still unfamiliar with home clothes. Even if they are in western cities such as Chengdu and Chongqing, many people do not understand home furnishing products. It was the answer to the previous pajamas that everyone would understand.
It is understood that this situation is more or less present in other brands of home clothing stores and specialty counters. It can be seen that the market positioning of most home clothing manufacturers is still ambiguous. Undoubtedly, China's home service market is still at the exploratory stage of "crossing the river by feeling the stones."
Since the home wear industry is an emerging clothing industry market, various problems will inevitably arise. Visitors to the home service store can be said to be confused. Then how will the operators of the store encounter bizarre encounters?
Zhao Xiaoshuang is the manager of a female fashion store in a certain place in Sichuan Province. Messages concerning home clothes have been passed into her ears from time to time. In the current situation of fierce competition in the fashion store business, the profit of her shop is deteriorating. The emerging home service business seems to shine into her world with a bright dawn.
So, after some comparisons, Zhao Xiaoshuang went to Guangdong to negotiate with a manufacturer of home clothes. Since her shop is not in the capital city of the Mainland, the other party told her that she can only be an affiliate distributor. Unlike general apparel brand franchising, this factory does not charge Zhao Xiaoshuang's initial fee. This makes her feel very much in line with their own ideas. Due to reports of franchise apparel sales being deceived as initial fees often seen in major media, Zhao Xiaoshuang was very vigilant.
Finally, Zhao Xiaoshuang signed an agreement with them to join the sale of the brand's home clothing service in accordance with the requirements of the Guangdong home clothing manufacturer. The agreement clearly stipulates that Zhao Xiaoshuang's store must be renovated in accordance with the brand's style. And Zhao Xiaoshuang must also ensure that his store only sells the branded apparel products, or they will pay liquidated damages. As a branding party, he is responsible for training Zhao Xiaoshuang's employees. Sales personnel will be sent for help and guidance.
The most important thing in this agreement should be the way to pay for the products and payment for the home service. According to the agreement, Zhao Xiaoshuang needs to pay the brand a fixed amount of money first. Then, she chooses the product according to her own map. Then, Zhao Xiaoshuang paid the first purchase price when he purchased the goods for the second time. On the surface, it seems that the balance of payment for this payment seems reasonable. However, in fact, the first fixed amount of money paid by Zhao Xiaoshuang has actually been controlled in the hands of home service brands. This is exactly the same as other clothing chain franchise fee method, but changed the way and name only.
Subsequently, Zhao Xiaoshuang's home clothing store opened for business. The first few purchases, exchanges, payments, etc. are still relatively smooth. But gradually, Zhao Xiaoshuang discovered that the product map provided by the brand is not getting "spectrum". A large number of traditional bras such as bras and pajamas appeared in the product list, but her imagination of fashion home clothes became less and less. Later, Zhao Xiaoshuang learned about it. Due to the impact of the international financial crisis, the clothing factory in Guangdong has not had a good day. A large number of products that were originally exported were overstocked, and they could only find ways to “internalize†and send these underwear products to franchise stores. At the same time, the shortage of funds to develop new products for home wear is far from reachable.
Because there are funds in the hands of brand owners and the agreement stipulated for breach of contract and other reasons. At this point, Zhao Xiaoshuang wants to withdraw from this brand is also impossible. From this example, it is not difficult for us to see that most of the production enterprises in the domestic clothing industry are weak and have poor R&D capabilities. This is an indisputable fact. In short, at present, the domestic home service market is ignorant to consumers and companies are also confused. The definition of the product is vague and the consumer groups are not clear. The confusion in the domestic home service market is evident.
Quality, innovation, the future of the industry is a long way to go China's first textile network experts believe that the current situation of the domestic clothing industry in terms of the actual situation. The home wear industry is still far from reaching the so-called “cakeâ€. As the domestic average consumer's acceptance of home clothes is still at a very low level. The sales market for home wear is still confined to a small number of highly educated and high-income groups. From the point of view of the sales volume of branded home clothes, the major cities in economically developed areas such as Beijing and Guangzhou accounted for more than 80% of the total. However, when one of the largest in China, when consumers of home wear products are concentrated in several places, we have no reason not to believe that this industry is not yet mature.
In fact, the real competition in the domestic home furnishing industry originates from outside the industry. The biggest rival is not the brand but the consumer's identity. From a certain point of view, the factors that restrict the development of the industry also determine the way to guide the development of the industry. First of all, let people make new changes in the concept of consumption, sales of home service products is a matter of course.
In addition, we are not difficult to find from the home clothing production company. At present, domestic brands of home clothing manufacturing companies are nothing more than the following three: First, large-scale garment companies, because of excess capacity or funds idle, want to seek new profit growth point; Second, underwear companies, do home service and underwear With the sale; the third was previously made by pajamas, and now renamed clothing clothing manufacturers.
The first type of garment enterprise still has its main business still producing and selling garments. It is impossible to give enough attention to the development of styles for home clothes and the construction of sales teams. The second type of clothing enterprises, whose main business is traditional products such as bras, originally put home clothing as embellishment, it is even less likely to invest in innovation. Most of them are products like the imitation version, hanging in their own underwear stores to enhance the atmosphere. The third type of enterprises should have been the most powerful and most impetus for the development of the industry. However, due to the interference of the first two types of enterprise products to the home service market. As well, the habitual ideological stereotypes of domestic apparel companies, lack of innovative spirit and continued investment in home service brands.
At present, domestic home furnishing enterprises are low-grade copy-grade high-end copying and high-grade copying abroad. Everyone is happy to copy, and there is no real investment in design. This is also the root cause of why all the clothing that consumers see in the market is a face. This has led to the current domestic home furnishing industry has basically fallen into the vicious circle of low prices, imitation as a competitive means.
In addition to the series of problems existing in the innovation and operation of the home furnishing industry in China, the quality of home furnishing products can not help but make people feel worried.
In the fourth quarter of 2010, the Shanxi Provincial Bureau of Quality Supervision carried out a random inspection of 20 batches of home clothing produced by the textile and apparel companies in other provinces on the market in Taiyuan, and the qualification rate of physical quality checks was 75%. The main quality issue that exists is that the fiber content identification does not match the test results.
On March 21, 2011, the Shanghai Consumer Protection Committee announced the results of quality inspections of socks, wool knitwear and other products. Among them, the minimum rate of home wear is 66.7%. The main reasons for the product's disqualification are the disordered labeling of fiber content, the use of toxic dyes to decompose aromatic amines, and insufficient color fastness.
It is not difficult to find from the random inspection results of relevant departments in various regions that there are still certain problems in the quality of the home furnishing industry in China. In an emerging clothing industry, when the consumer awareness is not yet fully established and the market is still in the training phase, if there is a re-inspection of the quality of products, there will be more unqualified samples. Then the future of the domestic clothing industry is in jeopardy.
However, it is undeniable that with the improvement of the quality of life of the broad masses of the people in our country, we must pay attention to the home environment and improve the quality of life. There is no substitute for conventional clothing for the home wear. The potential of the domestic clothing industry in China is indeed very great. As long as all parties in our industry pay attention to product quality, speed up the development of designer teams, cultivate high value-added brands, optimize industrial structure, and strengthen channel construction, it will surely create another miracle in the apparel industry in China.
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