"Three giants" last year's performance "two Minus one increase" electric business channel sales soared

Absrtact: Recently, textile listed company 2013 Annual report has been published, last year, home textile enterprises still faced with raw materials, employment, energy saving and emission reduction and structural capacity adjustment and other constraints on the development of the industry's outstanding problems, and many of the listed home textile enterprises performance insipid. In this respect, the industry

Recently, textile listed Companies 2013 annual report has been published, last year, home textile enterprises are still facing raw materials, employment, energy conservation and emission reduction and structural capacity adjustment and other constraints on the development of the industry's outstanding problems, and many of the listed home textile enterprises performance insipid. In this regard, the industry generally believe that the economic environment, 2013 the overall performance of the industry has not improved, the 2014 home textile industry is expected to continue to encounter cold.

"The Big Three" last year's performance "two Minus one increase"

A-share of the three home textile listed companies, but also known as home textiles "three giants", in addition to dream Clean home textiles last year, the rich Anna Home Textiles, Raleigh Home Textiles are slow performance growth, or even negative growth phenomenon.

Fuannacompany Dong Hu Zhenshu in an interview with reporters, the company's income growth slowdown and the overall economic situation is related to "overall consumption has declined, the industry will not be very good." ”

Dream Clean Home Textiles last year, although the performance achieved growth, but according to the livelihood of securities analysis, its performance growth is mainly due to its efforts to promote the cause. The analysis reported that the previous dream Clean home textile is not sensitive to promotions, due to frequent marketing competitors, dream cleaning home textiles in 2013 to increase the frequency and scale of promotional, only to drive the double-digit growth in the implementation of the total income.

Sales surge in electric business channel

The above listed home Textile Enterprise Annual Report all mentions the electricity quotient to the performance contribution, but the network buys the fast development is also the economic big environment situation bad

A side reflection. Dream Clean Home Textile said, the company's business income is better than expected one of the main reasons is the rapid growth of online shopping business. Although the income growth of the rich Anna is slow, but the revenue growth mainly comes from the promotion of the sales of the electric business channel. Public data show that 2013, the rich Anna new channel (mainly refers to the electricity quotient) revenue for 340 million yuan, an increase of 51.36%, the traditional offline entity channel revenue 1.53 billion yuan, down 1.78%. Raleigh Home Textile Special power supply Business online sales brand Lovo last year's income over 200 million yuan.

In this regard, the industry generally believe that in the economic downturn, the large consumption of the background, consumers use more online shopping, because the usual home textile business platform sales differentiated product prices more than stores, which is also home textile enterprises have to exert power to channel the main reasons.

Trends: Companies are keen to expand offline stores

Although the traditional channel by the power of the impact of serious, but the home textile enterprises did not stop the pace of expansion of the shop. Hu Zhenshu to reporters, 2014, Rich Anna will continue to expand the entity store business, is expected to add 30~50 home 300 square meters big shop. and Raleigh Home Textile is also expected, the entity store still want to keep the 300~500 of the home every year of speed.

The traditional channel is impacted, why does the enterprise still dwell on expanding line store? Guangdong Province Household Textiles Association Secretary-General King explained that bedding enterprises are seeking to consumers to store on-site experience, large brand stores especially luxurious, brand enterprises or to fully maintain the store system. There are insiders pointed out that the home textile bedding Enterprises at present entities shop and online products more diversified operation, the entity store in addition to serve as sales channels is the corporate brand image of the publicity window.

Industry: positive development of electric or unfavorable industries

King in analysts, said, bedding online difficult to break the "99 Low Price Curse", Price is either "99 Yuan" or "199" and so on the Mantissa belt "99 Yuan", the electrical business of the real store marketing impact is very large, especially at this stage of the store rent, artificial all rise in the case, the real store is facing greater impact. He said that because the electricity dealer does not have the shop rent, the labor expense rises the burden, its profit space is bigger, may also cause the price to have the substantial decline, but the consumer is mostly takes the price as the reference index, because the net buys the price is low, the consumer is more inclined the net to buy

King points out that home textile electric dealer's rise, to a certain extent similar to price war, the result is to compress the entire industry profit space, over the long term, the industry's healthy development is not good, the industry quality and domestic design development will be limited, many enterprises in the lack of profit will no longer pursue product quality and design.

Liu Pinggang also pointed out that the new trend in the home textile industry is mainly due to the impact of the electricity business, the gradual contraction of the wholesale model, small and medium-sized companies are difficult to develop, mainly by the impact of market depression, especially small companies by the strength of restrictions, no way to layout online channels. King also told reporters, the electricity quotient itself also exists the question, is only the rich person's game, some well-known electric business platform entry threshold is high, to some new brand unfair, does not give the new brand fair browsing opportunity.

Is it enough to say that the development of the Business-to-consumer model is sufficient at this stage?

King forecast, home textile with the city service, with the City network shopping is the trend, will appear in the electricity quotient, store outside the third form, namely line up and down single, store into the shipping warehouse, moved to the city two or three-line suburban mode, that is, O2O mode. At the same time, he said, the current phase of the electric business to support the daily home textile industry development, there is no need to pursue the O2O model.