Industry In Cold Dreams, Home Textiles, Multi Pronged Efforts To Ensure Growth

An unexpected cold spell swept the whole.

Industry.

Recently, the home textile giant Hunan

Limited by Share Ltd (Stock Code: 002397, hereinafter referred to as Meng Jie Home Textiles) issued a notice that the first quarter of this year achieved a total revenue of 269 million yuan, down 9.93% from the same period last year, and cash flow from operating activities was -9222.51 million, compared with the average annual sales revenue growth of nearly 50% in recent years, sales revenue and receipts declined.

The earnings of the other two giants also showed this change.

Statistics show that the net income of main business and operating activities increased by 5.35% and -65.98% respectively in the first quarter of 002293.SZ.

(002327.SZ) 21.45% and -71%.

Huaxin Securities researcher Xu Chengjian said, on the one hand, the macroeconomic downturn will have a certain inhibitory effect on consumption, on the other hand, the real estate policy continues to tighten. As the downstream industry of real estate, the sales of home textiles will inevitably be affected, and the adjustment of the home textile industry will continue in the future.

When the industry is cold and sales are weak, how does the dream home textile company, which is regarded as a A top student with high growth, always respond to it?

Topic: actual demand still exists.

Jiang Tianwu, chairman of the board of directors, explained that the Spring Festival is the peak season for traditional sales of home textile products. Because the Spring Festival earlier this year led to a complete promotion season, the sales promotion space was not promoted for the first two months.

For example, he said that sales during the Spring Festival last year generated nearly 30 million of sales revenue, so the decline in first quarter performance was not unexpected.

More importantly, as shoppers' consumption habits are changing quietly, online shopping and home shopping are emerging. Retail outlets with strong traditional dreams have been challenged.

Li Jun, deputy general manager and manager of Meng Jie home textiles, confirmed that the main brands of high-end brands were "sleep" and "Meng Jie" high-end series of flagship retail stores, while in the first quarter of March, the decline was also mainly concentrated in this field, to a certain extent, even offset the increase of other sub brands.

"Home textile products are an ordinary consumer goods, just like usual clothing and dinner, and as residents' consumption ability increases, they need to be constantly replaced and upgraded, so the foundation of the growth of Meng Jie expressway has not changed."

Li Jun said.

According to the briefing, a series of promotional activities launched by Meng Jie in April were warmly received by the market, showing that the rigid demand for home textiles is still strong, and the key is to see the brand's education and training for consumers.

"Positive growth in the two quarter is positive. What we are considering now is just how to make up for the first quarter's outstanding debts."

A manager of Meng Jie said confidently.

Measures: ensuring growth through multi pronged approach

"Meng Jie home textiles" as the leading domestic high quality home textile brand, will continue to strengthen the "love family" corporate culture in the future, which is the foundation for the company to maintain its core competitiveness and achieve growth.

Jiang Tianwu thinks so.

It is understood that at present, Meng Jie has worked with the all China Women's Federation to set up a "love family fund". 12 internationally renowned psychologists have been appointed as counselors of love families.

At the same time, the company has also built up a parent child coach and a love family consultant course. This year, we will further increase investment so that all shop guide personnel can pass this training to make the company more intimate with the distributors and customers.

"To tell us what the biggest advantage is compared to other brands, I think our marketing staff are more sincere in their smiles. They should be more considerate for their customers.

"Jiang Tianwu is full of confidence in the advantages of corporate culture.

In addition, in 2012, Meng Jie home textile again plans to add 500 stores, will dream, sleep,

Brand marketing channels such as dream cleaning mattress and plain aesthetics are widened; a logistics base is built in Wangcheng, which is specially used for electronic business matching; professional third party operators are invited to operate online shopping channels.

For Jiang Tianwu, who has been engaged in the home textile industry for 30 years, the first quarter's performance has declined. He cares not about the gains and losses of a quarter, but more importantly, he finds out where the dream is.

"This is the first negative growth in history. It does remind us that there are still shortcomings in our company."

Jiang Tianwu said frankly, "what I want to do now is to do a good job and make the revenue of Meng Jie break 5 billion, 10 billion, 30 billion, or even 50 billion yuan as soon as possible."