Ways To Break The Bottleneck Of Household Textiles

Not long ago, reporters on the function Home textile products Consumer surveys have been conducted. According to consumers, the price of functional home textiles is rather high, and the effect of publicity is not obvious. As a result, most functional home textile products become disposable consumer products. How to change this situation? What are the views of the brand?

At present, there are many kinds of functional home textile products in the market. According to the material function, they can be divided into two categories. One is to make articles on fabrics, the other is to work on filling materials. According to the function of products, it can be divided into three categories: first, the space cotton mattress and pillow with zero pressure as the selling point; the second is the ecological home textile bed with anti mite sterilization, and the last is the far-infrared technology product with therapeutic effect.

The price is high.

It is said that the price of functional home textiles is high, so the brand has to cry for itself. Compared with ordinary home textiles, the cost of research and development of functional products is even higher. Ordinary home textiles are most concerned with color and design, and functional home textiles are most concerned about how to improve the sleeping environment and how to improve the comfort of consumers. At present, many functional home textile products are developed in cooperation with foreign brands, and the cost is much higher than the development cost of ordinary home textiles.

Take the case of Sano, the representative brand of space cotton bed products, the raw material of its space cotton product is polyurethane, a polymer material. "We have strict quality inspection departments and testing centers, which closely monitor the whole process of product production, and ensure that the quality of products will be pushed to the market. The composite high density polyurethane has unique viscoelasticity and temperature induction. It can react according to body temperature and body weight, precision paste and body curve, providing perfect pressure free support. The sense of slow rebound is that when the air is compressed, the air flows freely between the hole and the hole, until the contour of the head and neck is completely fitted, and it is wrapped gently. It can fully relieve the pressure of muscle and nerve, reduce the number of turning over at night, and keep the whole blood circulation unblocked. Extreme fit with the body has a good protective effect on the health of the spine. The head of Sano said so.

Polyurethane is a space material developed by the US space agency to solve the pressure of astronauts. The aim is to minimize the pressure of astronauts when they fly. The average density of this material is above 80D, and some even reach 120D, which is much higher than that of other common mattress pillows on the market. In addition, the material has a service life of 5 times longer than the usual pillow core, and can last up to 10 years, so the price is higher.

Dong Fulong, chairman of the red Fuji home textile company, said: "the price of functional household textile products is definitely higher than that of ordinary products. Red Fuji's anti mite four piece set sells for more than 1000 yuan, while many brands of ordinary products are sold for two thousand or three thousand yuan because of their colors and designs. The effectiveness of our anti mite kit is visible. After testing by authorities, the anti mite effect reached 100%. Other functional series, such as organic germanium and vitamin series, are jointly developed through collaboration with universities, which results in an increase in R & D costs.

Although the cost of R & D is high, brand acceptance should be taken into account when pricing. Dong Fulong said that the price must be more realistic to attract consumers. The red Fuji anti mite series has many old customers, which is based on the effect and price factors, prompting them to repeat the purchase.

Effect speaks with experiment.

about consumption The problem is not obvious, "Sano replied." just like human communication, people and products need a process of understanding and adaptation, so consumers need to wait patiently for this adaptation period. Good sleep is related not only to good bedding, but also to good sleep habits for consumers. For example, before going to bed, you can take a hot bath and use the product of Sano to relieve the fatigue of the day. In addition, the space cotton has a unique temperature sensitive particle. To ensure the best handle and maximum efficiency of the product, it is recommended to use it in the environment of 22 ~25 C and 50%~70% humidity, and place the product in a ventilated and dry place to keep it clean and hygienic.

Dong Fulong believes that consumers need to recognize that functional home textiles can not cure diseases, but promote and improve health. The function of functional home textile products is good for health and improving sub-health, but the human body is different, not every product is suitable for everyone. I am also using the American functional home textiles, and the moisture absorption effect is very good. Consumers need to recognize the harmful effects of bad bed products on human health. We call the harm caused by bad bed products as invisible killer, and functional home textile is to destroy invisible killer through scientific and technological strength.

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In the process of popularizing functional products in red Fuji, there are also consumers' skeptical situations. In this regard, Dong Fulong expressed the need to convince consumers through the testing reports produced by the state authorities. "Our anti mite series has been passed by the center for disease prevention, and the organic germanium and vitamin series have also been certified by relevant institutions."

Professional certification products are rich in organic germanium. On the one hand, brands need to demonstrate the effectiveness of their products. In order to enable more consumers to learn about the product's effectiveness before purchase, red Fuji has started working with Tongji University to conduct medical experiments to prove the health impact of products on consumers. After the test is completed, red Fuji will publish the test report, so that consumers can buy more reassurance.

What makes the functional home textile brand most painful is the concept of consumption. At present, there are still many consumers who have spent 10 years on the concept of home textile products. They buy the most common cotton home textiles and do not recognize the progress of the traditional home textile industry. Dong Fulong said: "the most important thing now is to break through the traditional ideas of consumers and make them recognized. Spin Industry has entered the ranks of science and technology industry to recognize the progress of home textile technology. " Technology is recognized by the market, and sales of products can be improved. The brand will pay more attention to R & D to solve the health problems caused by bed products. Only with the true effect of science and technology, can the sleep and sleep environment be improved, consumers will be willing to buy, and the two will complement each other.