Wentex of Taiwan represents a number of European & US brands as well as their own brand Yao Ma Wentex. This time they brought along products of Calvin Klein, Blanc des Vosques, Boss, Cottimanryanne, Carlo Bignatelli. In Taiwan they have 30-40 shops and a year ago decided to enter the China market.  They have already opened 5 shops in Beijing, Shanghai, and Hangzhou through the cooperation with Shanghai Kong Long, a well known agent in China to promote for them. In the rest of the Asian countries promotion is strictly by themselves. Taking a conservative strategy approach, each year they aim to open 5 shops and enter 2 countries. Next in line is Korea and Russia. “Visitors seem fewer than last year, but that is quite fine because we can spend more time with each buyer”, said Ms Shao. “We are pleased with this Show as it is still in an expansion mode”.

Wentex of Taiwan

Green City Drapery Co Ltd of Taiwan was established in year 2000. In a short decade they developed into the leading upholstery, furnishing fabrics and cushion fabric supplier in Taiwan.  Based on design variety and full service business concept they expanded to all regions of Taiwan. Now they are aiming to penetrate into the China and international markets. Due to their large style variety, the booth attracted many buyers.

Ding Zing specialist in TPU films promoted blackout films for curtains of 40-50 micron and very wide films for mattress protectors up to 2.5 m wide where most of the other manufacturers only offer 2.1m. They are on the alert to explore new applications for their film products. Hotmelt film and composite for heat press and laser cut is their specialty.

The Korean pavilion came in two parts. Ten exhibitors were organized by the Korea Fashion Textile Association (KFTA) and four by the Korea Research Institute for Fashion Industry (KRIFI) under the theme of Scent of Korea. These included Deco Textile in beddings, Innowin featured roll screens, and vertical curtain and blinds Sewon Textile and Myung Jong Textile in upholstery fabrics and curtains. The exquisite laser cutting and patch, foil print, hand painted curtain fabrics of Myung Jong Textile are most creative and innovative. What appears to be Jacquard is actually laser cut and laminated giving it a 3D effect. Some of the prints are made with a pearl paste for a subtle sheen. They were pleased with the visitors’ interest.

A-Fontane of Hong Kong promoted their products made of Lenzing’s ProModal (60% Modal and 40% Tencel). It is silky smooth, super moisture absorption hence prevents mites and naturally antibacterial, and it is also easy to care. Their slogan reads, “Love at first touch”.  A new product from their Dr Pillow collection is “Up & Down”. The pillow can sense the weight of the head in different positions and adjust the pillow thickness accordingly. It goes up when the head is in the side position and down when flat. It also has a device which one can adjust the spring strength according to each person’s weight and needs. Their business in China is growing rapidly with 300-400 shops, mostly in South China. With the recent opening of a factory in Shandong, A-Fontane looks to open shops in North China.

China

The local participation was strong, especially in decorative fabrics and beddings. Hence eight regional pavilions were set up with the support of the local governments which included cities such as Gaoyang, Haining, Jiande Nantong, Pujiang, Shaoxing, Tonxiang and Yuhang. Hangzhou however remains a leader in style and quality.

In the first World Exposition in London in 1851, Silk Road Huan Sha received a gold award for their silk products. Since then they have received many awards. Live performance of classical music in front of the booth set the ambience for the buyers to review their new collection, themed the Silk Road of the Sea, featuring a blue color scheme with design of ships and marine motifs. In the past they have emphasized in the domestic market, now planning to export finished products. They were not affected by the economic downturn in 2008; in fact, business is getting better and better. In 2010 they began to participate in ITSH as they had started their own finished product line with shops in Hangzhou, Huzhou, Guangxi, with very good results, in addition to fabric production. Last year revenue was at about RMB 2 billion.

As a fabric supplier to the brands in China and overseas in fabrics and finished bed linen sets, Goldsun is very serious about designing collections that can help relax the body and give a good night’s sleep under the theme of “Dream Illusion”. Their embroidery products that look like warp print is somewhat blurry as if in a dream like state can set a right mood for sleeping.  Strong in R&D, this time they promoted two functional brands: Vituka PCM temperature control fabric for beddings and Mines – the spa collection that activates air cleaning of the bedroom environment, improves the skin metabolism keeping the skin smooth and whitening, generating natural oxygen anion in the bedroom. Some 150 designs are created each year for the theme.

Their sales revenue growth continues to be high, 30-40% a year, equally strong in both domestic and export. Up to July 2011 they have already exceeded the sales revenue of 2010. “We have no plans to develop our own brand at this moment; we do not want to spread ourselves too thin. We’d rather put our energy in quality products and services,” said CEO, Yuan Hongxing. “The US and EU market is very price sensitive these days due to the weakening economy but we will seek out other countries to focus on, e.g. Asia, E. Europe, Australia and Russia, where the economy is still in a growing mode”.

The world economy has not fully recovered from the low of 2008. The rapid rise of raw material cost, labor cost, and the strengthening of the Yuan (RMB) gave Huatex much challenge to tackle. Working with their clients to overcome these difficulties, they adjusted the product line to cope with the situation. As a result, from Jan to July sales had gone up by 20% but the profit did not go up. President Xu Bahua gave thanks to the Huatex team effort in putting their customers’ needs first. Despite the weakened economy in the EU & US, they have not changed their export oriented strategy. They aim to support their luxury brands clients which are in furniture and curtains.

Hightex now composes of three companies: Hightex for high-end Jacquard furnishing fabrics, Xasalica for curtain fabrics and shops for curtains & windows dressings and Bella Home for medium quality furnishing fabrics for the US & China furniture market. All three sectors are doing well especially the first two as the China market is growing. They have 10 shops in the first and second tier cities: Shanghai, Beijing, Hangzhou, Chengdu, Shenzhen, Harbin, Tianjin, Taiyuan. Exports remain 50% of the sales, mostly to the US and a small percentage to EU. They hired a chief designer in their Los Angeles office to oversee collection design.

Shangdong Ruyi’s Cherry home products brand targets the domestic market with advertisement on the CCTV channels. They came up with a new product “Smile” for the high-end market using imported Egyptian cotton, silk, wool, linen, all imported to achieve the highest quality while “Cherry” is for the medium range products. This year they also offered eco & health & functional bed-linens such as bamboo charcoal plus cotton from USA. Some 60% of production is for the domestic market and 40% for export. With more than 400 franchise stores in China, revenue increased by 30% from last year as a consequence. “The exhibition was very good, with a good mix of local and foreign visitors”, said Ms Wang, marketing manager.

Hodo Home Textile (means red bean) had two booths at the show. This 10 year old company was in wholesale only before but rapidly changed their business strategy to cope with the changing times. This March they started to open shops and now they have over 100 shops due to the strong support of its existing customers who became their franchisees. Consequently business increased by 30%. By the end of the year they aim to have 150 retail shops and by 2012, 400. “We are not prepared to go abroad as there is much room for growth in China”, said Mr Xia Yue. The wedding collections are particularly hot items as the Chinese like to buy many linen sets for at wedding time. Textiles & garment is but only one of four divisions of the company and within the garment & textiles, there are 5 companies and home textiles is one of them.

Not all companies in China are enjoying growth and good profit. Ya Shi Ju is still export oriented with 70%, mostly to the EU, found business difficult these days. “There is hardly any profit to be made; we only manage to maintain the business afloat and enough to pay the workers. Market is weak because labor raw material and operating costs are high. When the price is raised, sales lower. The strong RMB is also adding to the problem for export”, said Mr Jin Tian Kun.

In conclusion, Intertextile Shanghai Hometextile and the textile industry in China offer opportunities and challenges to those involved in the industry. Recognizing the importance and the potential of the dynamic market in Asia, especially China, had lured many from afar to get into the action. Finding the right pathway to reach the consumers however is the real challenge.

Click to read the report of Intertextile Shanghai Hometextile 2011 (Autumn)