南通千亿家纺产业的经营逻辑跃迁

Core Viewpoint - The textile industry in Nantong, known as the "home textile capital," is undergoing a painful transformation, facing challenges such as product homogeneity, insufficient brand premium, and profit margin squeeze, while a new generation of entrepreneurs is leveraging live e-commerce to innovate and reshape the industry [1][2][3]. Industry Challenges - The traditional business model is showing signs of strain, with many companies relying on external trade and wholesale, leading to weak brand premium capabilities [2]. - Intense competition has resulted in frequent price wars due to product homogeneity, with many businesses hesitant to invest in innovation [2][5]. New Generation Entrepreneurs - The younger generation, represented by the "post-80s" and "post-90s," is determined to break away from outdated practices, focusing on brand building and innovative design [2][5]. - These entrepreneurs possess higher education and broader perspectives, driving a strong demand for innovation and brand development [2][5]. Sales Channel Innovation - Live e-commerce has significantly altered the sales landscape, enabling rapid sales growth and breaking geographical limitations [3][4]. - Companies like Gu Ta Home Textiles have achieved remarkable sales records through live streaming, with single-session sales reaching millions [3][4]. Supply Chain Efficiency - The live e-commerce model has prompted upgrades in supply chain capabilities, allowing for quick responses to market demands [4]. - Companies can now develop new products rapidly, with some able to go from design to sample in just three days [4]. Quality and Brand Development - Quality is increasingly viewed as the foundation for success, with companies implementing stringent quality control measures [5]. - Breaking away from low-price competition and pursuing brand premium has become a consensus among industry players [5][6]. Regional Brand Building - The Nantong Home Textile Industry Association is actively promoting the regional brand, aiming to enhance the overall reputation of "Nantong Home Textiles" [6]. - The approval of the collective trademark for "Nantong Home Textiles" marks a significant milestone in the industry's transformation and brand enhancement efforts [6].