< p > here the world is < a target= "_blank" href= "//m.pmae.cn/" > dress < /a > a target= "_blank" href= "_blank".

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< p > "pressure is year after year, especially this year."

This is a reporter's feelings in the first half of the Chinese textile industry.

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It is true that in the first half of the year, the development of China's home textile market is even more difficult than that of the financial crisis. If we sum up the specific reasons, it is hard for many entrepreneurs to say clearly, but the pain brought by this pressure is already beyond words. "P"

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< p > Yang Zhaohua, chairman of the China Home Textile Association, concluded in the bed product Specialized Committee that in the first half of the year, home textile business encountered unprecedented difficulties. The pressure came from multiple factors such as industry, market, periphery and terminal. However, in order to further enhance the competitiveness of home textile industry, home textile industry clusters and leading enterprises all over the country worked hard to enhance their brand strength from e-commerce, creative industries and so on.

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< p > Sun Yong, general manager of the China towel industry's leading enterprise, Fu Shi Group, believes that in the first half of the year, Chinese textile entrepreneurs once again stood at a new historical juncture. The Chinese textile enterprises, which are accustomed to growing in the environment of rapid economic growth, are in a new stage of slow economic growth, the consumption mentality and the change of consumption structure. It is urgent for us to make a new understanding and sort out the brand development direction and find new growth engine and power.

This is not only in the pformation and upgrading of the time, but also determines the future 5 or even 10 years after the brand will go where the survival problem.

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Liu Qingping, chairman of China's home textile fabric leading enterprise, Taifeng a target= "_blank" href= "//m.pmae.cn/" > textile < /a >, believes that in the first half of the year, the global macroeconomic situation has not fundamentally improved. The weak demand in the international market, the sharp fluctuation of cotton prices and the lack of terminal consumption have led to many enterprises operating difficulties.

In such a severe situation, Taifeng textile has been consolidating its advantages in various major selling markets through effective measures such as rush orders, optimize the industrial structure and increase the operation of its own brands. The market structure has been further optimized, and the traditional dominant market has been further explored, laying a solid foundation for the smooth realization of the contrarian trend in the second half of the year.

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< p > Yang Linshan, chairman of Zhejiang textile industry leading brand, also believes that China's textile industry is facing the bottleneck of traditional manufacturing industry.

The price of raw materials has been rising and falling, and the cost of all kinds of elements and social responsibilities have remained high. China's home textile industry is entering a period of high cost. Many export oriented textile enterprises have been raising their prices through tariffs, agents and distributors.

However, from the perspective of domestic sales, it is very feasible to eliminate the price impact of the intermediate steps and adopt the direct selling method in the domestic market, and the consumption potential of the domestic market is still huge in the future.

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To sum up, in the first half of the year, the domestic textile industry is very quiet for half a year. P

Affected by the continued weakening of the real estate industry, the home textile industry is showing a downward trend in profits.

However, under the influence of the big environment, the home textile industry still presents four situations, namely, the constant competition, bright spots, and endless creativity.

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Generally speaking, in the first half of the year, China's home textile industry showed four characteristics: < /strong > /p > P > strong.

< p > the first is the downturn of the real estate market and the upgrading of the home textile industry.

The domestic market downturn is still continuing, home textiles impact on the property market began to appear.

The home textile market has diversified sales promotions which do not completely stimulate the terminal market, and the wait-and-see sentiment of "buying more and buying less" is still spreading.

With the increase of inventory cycle, some of the home textile enterprises have changed their capital week and increased operating cost pressure.

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< p > two is IPO gate, home textile enterprises get together to sprint market.

In early 2014, the capital market gate opened again, and the home textile industry ushered in a new round of market rush.

A large number of enterprises such as mercury, violet and so on are eager to join the road of listing.

For enterprises, listing and financing can get more capital to grow and expand; for the development of the industry, listing will help the whole industry to pform and upgrade.

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< p > three is the policy of environmental protection, serious pollution, home textile enterprises rectification relocation.

In recent years, environmental protection, low carbon and green have been the main theme of the development of home textile industry.

From the central government to the government and then to the association, laws, policies and norms have made relevant restrictions and restrictions on home textile printing and dyeing enterprises and non-compliance home textiles products.

In the first half of the year, the policies of the Central Committee and ministries and commissions were more stringent. Under the new policy requirements, the home textile industry was also busy with rectification and relocation.

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< p > four is the road of home textile e-commerce.

The impact of the Internet on the home textile industry is large. It is obvious that the electronic commerce platform has been beachhand from large stores and home textile enterprises.

In the first half of the year, the "touch net" of home textile enterprises showed two development trends. Some traditional home textile brands wandered from hesitation to e-business platform, while some other e-commerce enterprises that were preoccupied with e-commerce had a shrinking trend.

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< p > for the second half of the year, if there is no turning point in the macro environment, the trend of consumption of < a href= "//m.pmae.cn/news/index_s.asp" > Home Textile > /a will have a distinct upward trend before the peak season.

China's home textile enterprises should focus on the following aspects in terms of structural pformation and upgrading: first, to develop e-commerce; the two is to adjust the pattern of supplier cooperation and distribution of interests; the three is to improve services, increase service to businesses and customers, and take the initiative to promote sales so as to attract more high-quality customers.

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