Car seat "special rules"

In 2011, China’s auto market secured the throne of the world’s largest market with over 18 million sales. With the popularity of automobiles, the domestic car cushion market has become very popular. As the downstream end product of industrial textiles, its development is inextricably linked with the development of the automotive industry. How the future market trends, in addition to follow the general rules of the textile industry, will also be a huge impact on the automotive industry, thus forming its own "special laws."

Segmentation to avoid disorderly competition

In the face of the hot car cushion market, segmentation has become a major trend in the industry. In an interview, the reporter found that there are a wide variety of car cushions available on the market, and there are markets for high, medium, and low-end products. Fabrics have also evolved from single cotton to wool, linen and functional fabrics. Even more upscale cushions will even include hand embroidery.

Yang Chao, a salesman at Zhengzhou Dewei Trading Co., Ltd., told reporters that there are two hot selling periods in the vehicle cushion market: in early March, as the weather gets warmer, the cool cushions used in summer are selling hot; starting in September, autumn and winter use Cotton cushions will turn hot again. The sales of car seats are the same as those of clothes, but they are also seasonal.

With the higher and higher automotive interior configuration, coupled with the application of high-grade fabrics and fillers with health care functions, the Four Seasons Health Mat that can be used throughout the year has become the new darling of the market.

Nowadays, car seats are also trying to develop in the functional direction. According to the actual needs of car seats, anti-odor, anti-bacterial, fire-retardant, anti-mold, anti-mite, self-cleaning and other functions of the cushion came into being. The reporter learned that although this functional cushion is not high in the market, it has already attracted the attention of the industry. The application of various functional fibers also opens up product design ideas for manufacturers.

In general, companies pay attention to brand communication in order to respond to fierce competition in the industry, segmentation and differentiation of product positioning, but also to avoid the vortex into the disorderly competition.

Branding won a continuous reputation

At present, establishing brand image with excellent quality has become the direction of choice for many companies. According to Yang Chao’s introduction, the industry’s prevalence of low market prices was generally prevalent in the industry, and sales of well-known brand products in the market are now getting better and better. Enterprises rely on quality and reputation in the industry to sustainable development and growth. Among them, the car seats of the Nile, Dream Park and other brands are currently only scheduled to pay in Zhengzhou, and the car cushion brand products are in short supply.

Li Yu, manager of Wilson's car cushion network marketing, believes that taking the road to the brand of car cushions is a consensus within the industry. The automobile cushion industry has grown from the lowest threshold of the sunrise industry. After several years of rapid development, it has now entered a mature period. The major domestic manufacturers either produce or sell internationally famous brand products, or spend great efforts to promote their own brands. The development ideas and marketing team planning of Shunzemei, Juyi, Caiyang and other brands also focused on brand building.

Xinle Desheng Long Car Seat Co., Ltd. mainly sells green net series seat cushions. Mr. Sun, who is responsible for the company, told reporters that the current industry competition is fierce, and the situation of depressing prices and robbing the market still exists. This year, the cost of the industry has increased substantially, and the wage cost of workers has risen by more than 30%. In the case of ensuring product quality, product prices will increase. While devoting to product quality, Deshenglong also began to conduct product marketing campaigns on platforms such as “Baidu Promotion”. “At present, companies are trying their best to stay afloat, and market competition is really fierce.”