Soft packaging industry usher in development opportunities

Industry observation

“Light decoration and heavy decoration” is a word that has prevailed in the renovation of new houses in recent years. Stimulated by the market and consumer trends, the soft-packing industry gradually developed upwards. In addition to the regular retail department stores, wholesale bazaars, and home stores, the channel performance was gradually concentrated in specialized soft-packing stores. From the perspective of market demand, the continuous improvement of consumers' home taste is an advantageous opportunity for the development of the soft packaging industry. As far as the Chengdu market is concerned, there are many channels for soft packaging products, and how the market performs is different.

Lotus pond accounts for the main channel

In Chengdu, lotus pond is a universal wholesale market. This is the largest trade and distribution center in western China. It obviously includes soft packaging. The reporter saw the lotus pond cloth wholesale and retail market consisting of Hongzheng Square, Jiaocheng Curtain Wholesale City, Jiuqu Boutique Cloth Wholesale City, and Yijia Tianxia. There are hundreds of fabric curtain shops distributed here, which are low-end curtains in Chengdu. The main body of the cloth market, while the home soft decoration is mainly concentrated in the lotus pond.

Chen Wei, who owns a design company, entered the soft-packing industry in 2009 and is the first soft-packer in Chengdu. He told reporters that soft installation is slowly moving from the hotel tooling into the eyes of ordinary consumers. As far as the current situation is concerned, the demand for the soft packaging market is on the rise, and the market performance is relatively decentralized in addition to the maturity of the lotus pond. “The soft decoration products have a high degree of integration with homes and can be adapted to a variety of stores. For example, an open container in a department store can sell home furnishings and consumers can buy various gadgets while shopping in department stores. Can sell soft products, consumers can buy furniture at the same time with the same style of decoration, and even street shops can buy home soft products." His views and most people in the industry, in the lotus pond brand Under the influence, the low-end soft-packing market in lotus ponds occupied the main consumption channels, while the professional stores based on mid-to-high-end products have not yet formed a brand effect in the minds of consumers.

Manufacturer's store taps soft loading

In the soft packaging market, the demand is on the rise. Furniture manufacturers are engaged in the development and production of soft packaging. Friends of the whole family, South home, gold billion home and other Sichuan brand manufacturers put forward the overall home solution to the furniture + soft + jewelry business model to dig the market. Recently, the person in charge of the Southern Home Furnishing Marketing put forward at this year's dealers' annual meeting, in the secondary market, a 3,000- to 5,000-square-meter store will be selected to set up a comprehensive home. Not only that, the traditional home stores also began to focus on the layout of soft furnishings. Red Star Meikailong Chengdu regional relevant person in charge stressed that as a non-domestic equipment necessities, soft loading will become the focus of the home store to tap the potential of consumption. “We conducted a survey of customers’ consumer behavior. The results showed that most new homeowners would move into new homes after completing the furniture and neglected soft-packing, but they will add soft accessories to subsequent household consumption. Stores attract customers and tap another source of spending power.” Meikailong Red Star will integrate store categories, stores equipped with home improvement designers, but also provide soft installation consulting services.

Foreign companies aim at Chengdu soft loading market

Relevant person in charge of the professional soft packaging store in the family of Zenan believes that Chengdu consumers now spend “4-6” on soft furnishings and hardware. In 2012, among the consumers surveyed, the average total renovation cost was about 90,000 yuan for the owners, while the amount of soft packaging consumption exceeded 40,000 on average for the first time.

The survey data from the Chengdu New Exhibition Art Exhibition Center shows that most of the newly renovated families in Chengdu in 2010 had an average renovation cost of 7,5938.6 million yuan, of which hard-wear spending was 4,8290.4 yuan, accounting for 63.6% of the total renovation expenditure, for softness. The average spending on the first installment was 2,7648.2 yuan, accounting for 36.4% of the total decoration expenditure. By 2012, among the consumers surveyed, the average total renovation cost was about 90,000 yuan, of which the amount of soft packaging consumption was rising, and the average consumption for the first time had exceeded 40,000.

A few days ago, the first-line soft-wear brands such as Meditec, Aluqimeimei, Sikenuoduo, and others have come to Chengdu. They want to create a huge western soft packaging market in the south of Chengdu, aiming at the Chengdu soft packaging market. Outside the army, in addition to large-scale stores, such as thousands of trees, Alice and other home furnishing stores and creative home of small shops and chain of soft companies also began to test Shui Rongcheng.

“In the average family, the cost for hard-decoration after renovation is hardly incurred, but the cost of home decoration and soft decoration will be generated every year. As the number of years increases, the cost spent on soft clothing will also be reduced. With continuous increase, it can be foreseen that the soft packaging market has great potential.” Industry insiders said that consumers have begun to attach importance to hard-installing in the decoration of their homes and gradually become soft and hard, with the continuous improvement of the quality of life of consumers. In the future, it is bound to present the situation where consumers place more emphasis on softwear in home furnishings.

Soft-packing needs to mature

At present, the professional stores opened last year have attracted a large number of coastal soft-wear enterprises to enter. After the opening of the store, the store has always been modeled on terminal retail sales. Such a positioning of the stores seems to be inconsistent with the needs of enterprises.

“Our company has been exporting foreign trade for more than 10 years, mainly producing high-end soft accessories and exporting to Europe, the United States, Russia, India, etc. To open stores in Chengdu, we are not only targeting the retail market, but based on the radiation of western Chengdu in Chengdu. In the high-end, soft-loaded, wholesale and retail market, Pan Tao, the general manager of a soft-loaded exporter, told reporters that he owns 1,300 square meters of stores in the store, consumes more than 200,000 yuan per month, and has a daily sales of more than 10,000 yuan. Guaranteed. But in terms of customer traffic in the store, it is completely unable to meet his needs. In order not to lose money, he must arrange for someone to look for home improvement designer channels and developer sample houses.

Chen Hongbing, who has been engaged in soft-loading design for nearly a decade, has conducted a statistical survey on the soft-packing customer demand. Among the customers he served, customers with a house area of ​​130 square meters or more have active and soft consumer awareness. In his view, the soft packaging market is not yet systemic. The current market is like a hard-installed device a decade ago. Consumers will not spend money on hard-mounting. Now, they will not spend money on designing soft-packing.