Half of Flicker Half of Real Function Home Textiles

How does a functional home textile company win the market? Only work hard on "materials" and "effects." Today, around the "material", "effective" two topics, "functional" concept of home textile products developed all over the place, involving anti-bacterial deodorant, radiation protection, anti-static, easy washing, warm, moisture absorption and other functions, covering Home textiles in all areas.

“Functions and functions advertised in functional home textile products are often difficult to verify, but even if they do not have the functions claimed by the manufacturers, they will not cause any health hazards to consumers. Therefore, everyone does not care.” A long-term research home textiles Market experts pointed out. Is functional home textile really free from the national quality system? How to carry out quality supervision?

High technical content The average consumer cannot distinguish functional home textile products that provide "family" functions for home use, which often carry relatively high technical content. This makes it significantly different from ordinary home textiles. The history of authenticating the quality of products by "smells" has ended, and replaced by inscrutable technical indicators.

According to the authoritative definition of the “Health Care Functional Textiles CAS115-2005” of the Chinese Health Association, home textile products with health care functions should be aimed at regulating and improving human body functions, not for the purpose of treating diseases, and without causing any toxic side effects to the human body. Home textile products. However, the definition and even the indicators have come out. The identification of the indicators is a “big dilemma” for the average consumer.

Guangzhou white-collar workers fancy a price of 198 yuan in the Liu ** well-known shopping malls, "neutral zero pressure health care pillow pillow," because the usual desk work for a long time, Liu ** often dizziness, nausea and insomnia symptom. Seeing its efficacy statement, is catering to the psychological, her purchase intentions are strong:

The brand declares: “Negative Neck Zero-Pressure Health Pillow Memory Pillow” can eliminate fatigue and soreness caused by incorrect sleeping posture, reduce snoring, muscle soreness and sleep disorders, and make head, neck and waist contact surfaces without stress. Smooth blood circulation, can make people quickly enter a good state of sleep, maintain the normal physiological state of the cervical spine, effectively protect the cervical lumbar and correct or prevent deformation, especially for patients with easy to insomnia, easy stiff neck, cervical lumbar spondylosis. Can ease the tension of the day, effectively improve the quality of sleep, relieve backache, back pain, neck stiffness; make the body fully relaxed and quickly restore energy.

However, Liu ** is also a bit worried, after all, although it is the health pillow that he wants, but its efficacy can not be confirmed before the purchase, after the purchase also takes a long time to verify.

Many complaints about the function of complaints According to the complaint report issued by the China Consumers Association, in the first quarter of 2010, a total of more than 130,000 consumer complaints were received across the country, of which quality issues reached more than half, 56%. Among the industries complained, the garment industry was the most, reaching 29.4% of the total. Among them, the number of complaints on health products (including health functional textiles) increased significantly, which was a year-on-year increase of 42.1%.

However, despite the increasing awareness of rights protection, the number of complaints about health-care textiles has been increasing. However, due to the difficulties of complaints and proofs, the damaged consumers have few claims.

In the above example, Liu** eventually decided to purchase a “Neck Protector Zero-Pressure Health Pillow Memory Pillow,” because in addition to reducing muscle soreness and sleep disturbances, the product also has four special effects. "We can have a value that we can buy. The propaganda function is so powerful that it can't be without any effect." Liu ** thought so.

1, memory deformation: with the ability to automatically shape, can fix the skull, reduce the possibility of stiff neck; appropriate to fill the gap between the shoulders, to avoid the shoulders of common problems of leaks, can effectively prevent cervical spine problems;

2, close the impact: the pillow on top feels like floating on the surface of the water or clouds, the skin feels no pressure; zero pressure, the usual use of pillows will have the phenomenon of oppression of the pinnacle.

3, anti-bacterial bacteria: slow rebound sponge inhibit mold growth, driving off the stimulating odor produced by the growth of mold, when sweat saliva and other circumstances, it is more prominent.

4, moisture absorption: As each cell unit is interconnected, excellent moisture absorption, but also breathable.

Good at catering to the new concept of consumer psychology

In many people’s lives, home textile products are indispensable “necessary life products”. Therefore, home textile products that have various functions such as radiation resistance and antistatic properties are considered as the first choice of “improving the quality of life” and cater to the current situation. The psychology of consumption.

When companies “embrace” with functional textiles, quality and efficacy are often left behind. Many "high-tech" home textile products have experienced rapid sales growth. “Efforts are made to create anti-radiation protective clothing worn by every Chinese family to protect you and your family from electromagnetic radiation pollution. Each product has a tag, test cloth, and a security code, which are issued by the inspector after careful inspection. Quality assurance.” “China Fiber Inspection” reporter saw a brand Taobao flagship store.

The filling of the pillow is a "field" that is rarely noticed. In the eyes of many elderly people in China, good fillers are often "silkworm sand pillows". It is a sedative, sleep aiding and cooling effect. With the development of the times and the improvement of living standards, the "work" and "effect" of pillow fillings have been continuously "innovated." The result of innovation is that colored pillows have emerged from the market to lure consumers.

In addition to buckwheat husks and mulberry silks commonly used by consumers, there are cassia seed and wheat used as pillow fillings. In addition to the use of these botanical raw materials as fillers for functional pillows, some pillow fillers also break the tradition and use polyurethane foam, which is a slow rebound material that matches the curvature of the human cervical spine and evenly disperses the head. Department of stress, relieve fatigue. The latex pillows commonly found on the market are very popular due to their fresh breathability and good resiliency.

The reporter also saw a novel “tea pillow” on the market, which caters to the psychology of many consumers and sold well. The sales staff declared that “This is a bamboo tea pillow made from natural bamboo fiber and high-quality wood pulp fibers. The appearance is fine, soft and burr-free, fresh and elegant, fresh and breathable, comfortable and durable. The filling inside is a selection of tea stalks. The fragrance is long-lasting and refreshing.” The reporter also saw a zipper on the side of the pillow. The bag inside can be pulled out to dry so as to keep it dry and lasting.

Functional Home Textiles: “Materials” and “Efficacy” are fundamental in the survey of our correspondents. For the “deciding factors for purchasing functional home textile products”, more than 60% of consumers have chosen efficacy and 20% The interviewees chose the brand, and the rest were consumers who did not understand or believe in functional home textiles.

Or is such a major issue - how to let ordinary consumers know, believe and even verify the functional textile products promoted by the company? This is a problem that cannot be solved so far and will not be solved for a long period of time in the future. This also explains why more than 20% of consumers choose functional pillows, bedding and other home textiles based on the brand. When the general public is confused and unable to obtain answers, it is often the brand’s influence that directs its purchase direction. “Poor” consumers can only reasonably believe in its functional value through the “guarantees” of well-known brands.

For functional home textile products, efficacy is undoubtedly the biggest motivation for consumers to decide whether to purchase. "The functional textile products that have lost their special effects are like those who have no connotations, and their values ​​will surely fall." Someone said so. Therefore, "efficacy" has become the biggest capital for functional textile companies to survive, and it is also the key to their success. It is also the responsibility of society.