Half Flicker Half &Nbsp; Functional Home Textile'S "Mixed" Road.

Functionality Home textiles How can an enterprise win the market? Only efforts should be made in "material" and "effectiveness". Today, around the two topics of "timber" and "efficiency", home textiles products with "functional" concept are developed everywhere, involving many functions such as antibacterial deodorization, radiation protection, antistatic, easy washing, thermal insulation, moisture absorption and breathability, covering all fields of home textiles.

The function and effectiveness of functional home textile products are often difficult to publicize. Verification However, even if they do not have the functions claimed by the manufacturer, they will not cause any harm to consumers themselves, so they will not mind. A long-term research expert on home textile market pointed out. Can functional home textiles really get away from the national quality system? How to conduct quality supervision?

High technology, ordinary consumers can not distinguish.

Because of its "special" function, the functional home textile products that are used by families often carry a relatively high technical content, which makes them different from ordinary home textiles. The past history of identifying the quality of goods by "touching" and "sniffing" has ended and is replaced by unpredictable technical indicators.

According to the authoritative definition of health care functional textiles CAS115-2005 of China Health Care Association, home textile products with health care function should be a kind of home textile products designed to regulate and improve human body functions, not to treat diseases, and do not produce any toxic and side effects on human body. However, definitions and even various indicators are coming out, and their identification is common. consumption However, it is a "big difficulty".

Guangzhou white-collar workers in Miss Liu's well-known shopping malls saw a $198 yuan "pillow for protecting neck and zero pressure health pillow pillow", because the usual time for working on the desk is longer, Miss Liu often has dizziness, nausea and insomnia. Seeing its effect, it is catering to psychology.

The brand claims: "protecting neck and zero pressure health pillow memory pillow" can eliminate fatigue and pain due to incorrect sleeping posture, reduce snoring, muscle soreness and sleep disorders, so that there is no pressure on head, neck and waist contact surface, and blood flow is unobstructed, allowing the human body to enter a good sleep state quickly, maintaining cervical vertebrae in normal physiological state, effectively protecting cervical vertebrae and lumbar vertebrae, and correcting or preventing deformation. It is especially suitable for patients with insomnia, stiff neck and cervical spondylosis. It can relieve the tension of the day and improve sleep effectively. quality To relieve waist pain, back pain and stiff neck, relax your body and recover your energy quickly.

However, Miss Liu also has a slight concern. After all, though it is the health pillow that she wants, it can not be confirmed before buying, and it will take a long time to verify it after purchase.

Numerous functions, complaints, burden of proof

According to the complaint report issued by the China Consumers' Association, in the first quarter of 2010, more than 130 thousand complaints were received from all over the country, of which the quality problem reached more than half, which was 56%. In the complaints industry, the clothing industry is the largest, reaching 29.4% of the total. Among them, the number of complaints about health products (including health care textiles) has increased significantly, up 42.1% over the same period last year.

However, with the improvement of rights awareness, health care function has been improved. Spin The number of complaints is increasing. However, due to the difficulty of proof, the number of claims received by injured consumers is few.

In the above examples, Miss Liu finally decided to purchase the "pillow for protecting neck and zero pressure health pillow," because in addition to reducing muscle aches and sleep disorders, the product also has four special effects. "You can buy a value if you have an effect. The propaganda function is so powerful that it can never be without any effect." Liu Xiaojie thought this way.

1. memory distortion: with the ability of automatic molding, it can fix the head, reduce the possibility of stiff neck, properly fill the shoulder space, and avoid the common problem of air leakage on the shoulder. It can effectively prevent cervical spondylosis.

2. impact: when the pillow is on the top, it feels as if it is floating on the water or cloud. There is no oppression on the skin. Zero pressure, there is no phenomenon of pressing auricle when using pillow.

3. bacteria resistant mites: slow rebound sponge inhibits mold growth and drives mold elimination. Reproduction The odour produced by growth is more prominent when sweat stains and saliva are present.

4. moisture absorption: because each cell unit is interconnected, the hygroscopic performance is excellent, and it is also breathable.

Good at catering to the new concept of consumer psychology.

In many people's life, home textile products are indispensable "essential products", so the home textile products with various functions such as radiation and antistatic are regarded as the first choice of "improving the quality of life", catering to the current consumption psychology.

When enterprises rush into functional textiles, quality and efficacy are often left behind. Many high-tech home textile products are booming because of faster market acceptance. "Strive to create an anti radiation protective clothing worn by every Chinese family to protect you and your family from electromagnetic radiation pollution. Each product has its own tag, test cloth and anti-counterfeiting code. The inspector carefully checks and sends out the quality guarantee. "China fiber inspection" reporter saw in a brand Taobao flagship store.

The stuffing of pillow core is a field rarely noticed. In the eyes of many elderly people in China, good stuffing is often "silkworm pillow", it has the effect of calming, sleeping and cooling. With the development of the times and the improvement of living standards, the "work" and "effectiveness" of pillow filling are beginning to be "innovating". The result of innovation is that all kinds of "characteristic pillow" emerge from the market and seduce consumers.

Pillow pillow filler except consumer common buckwheat husk and mulberry silk, and the use of cassia seed and wheat. In addition to using these plant materials as functional filler, some pillow filler also breaks the tradition and uses polyurethane foam glue. This is a slow rebound material, which can be aligned with the cervical curvature of the human body, evenly dispersing the head pressure and relieving fatigue. The common latex pillow in the market is popular because of its fresh air permeability and good resilience.

Reporters in the market also saw a new "tea pillow", which caters to the psychology of many consumers and sells well. The salesmen claim that this is a bamboo tea pillow, which is made of natural bamboo fiber and high quality wood pulp fiber. Its appearance is fine, soft and burr free, fresh and elegant, refreshing, breathable, comfortable and durable. The stuffing inside is selected tea stalks, fragrant and lasting, refreshing. Reporters also saw zippers on the side of the pillow, so that they could be drawn out to dry and keep the tea dry.

Functional home textiles: "material" and "efficiency" are fundamental.

In the survey of this reporter, the decision was made to purchase. function More than 60% of the consumers chose the effect of the factor of "home textile products", and 20% of the respondents chose the brand. The rest is that they do not understand or do not believe in the consumers of functional home textiles.

It is still such a big problem: how can ordinary consumers understand, believe and even verify the functional home textiles advertised by enterprises? This is a problem that can not be solved so far and can not be solved for a long time in the future. This explains why more than 20% of consumers choose functional pillows, bedclothes and other household textiles according to their brands. When the general public is confused and unable to get answers, it is often the influence of the brand that guides its buying direction. "Poor" consumers can only reasonably believe its functional value through a well-known brand "guarantee".

For functional home textile products, the effect is undoubtedly the biggest motivation for consumers to decide whether to buy or not. "The loss of special functional domestic textile products, like those without connotation, will definitely decline in value." Some people say so. Therefore, "efficiency" has become the biggest capital for functional textile enterprises to survive, and is also the key to their success and the responsibility of society.