Lijun Zhu – CEO – Fornet
My view is that China’s professional textile care market will become more digital, more personalized and more closely integrated into the customer’s everyday life. The companies that succeed will be those that continue to create clear customer value while combining omnichannel service, sustainability and intelligent technology.
At Fornet, we operate through a combination of franchised and company-owned stores across China and provide a wide range of services including dry cleaning, wet cleaning, leather care, shoe care, alterations and restoration. I believe this broad service model reflects the direction of the market. Customers increasingly expect comprehensive textile care rather than one isolated cleaning service.
Online and offline service must now work seamlessly. Convenience and efficiency are basic expectations, but I also see emotional value becoming more important. Customers want trust, care and a recognizable brand identity. Loyalty is no longer automatic, which means companies have to deliver consistent quality and differentiated value every time.
For me, the most important success factor is delivering stable and relevant value to a clearly defined target customer. Strategy should start with customer needs, not with the company’s internal processes. Digital tools can help us identify changing expectations, improve efficiency and control costs, but technology only matters when it improves the service experience.
Future customers will demand more personalization at garment level. They will also expect convenience, greater health and environmental awareness and more reassurance. The operational challenge will be to combine personalized service with standardized management across larger networks.
Sustainability has already become a must-have rather than an optional advantage. We promote more environmentally friendly solvents and detergents, energy-efficient equipment, reusable packaging, hanger recycling, repair and restoration. I see sustainability as a growth driver because it strengthens the brand and creates additional value for customers. Extending garment life is particularly important because it connects professional care directly with circularity.
Technology will accelerate this development. I expect progress in green chemistry, biodegradable materials, AI, data analytics and energy-efficient automation. AI-based textile care advisors, autonomous logistics and next-generation sustainable cleaning chemistry could make the industry more intelligent and responsive.
Our own direction is to use customer insight systems, omnichannel operations, IT-based standardized management and data-driven decision-making. We also need to keep strengthening quality control because digital convenience cannot compensate for inconsistent garment care. The purpose is to make a large network more intelligent without losing relevance to individual customers.
I also believe smaller companies can continue to succeed. They need clear niche positioning, operational flexibility and accessible digital tools. Joining mature franchise systems or supply alliances can help smaller operators gain brand, technology and procurement advantages without losing local agility.
Long-term opportunities include premium and luxury care, the convenience economy, environmentally responsible services and diversification into shoes, bags, alterations and home textiles. Rising costs, talent shortages, price competition, technological disruption and external shocks remain significant risks. I also see an important role for industry associations in advancing technology and standardization, supporting sustainability strategies and enabling high-quality international knowledge exchange.
My vision is of a PTC industry powered by AI and sustainable technology in which equipment, chemistry, data and customer service work together. We should become better at understanding individual needs while controlling cost and environmental impact. My key message is to stay focused on customer value while minimizing environmental impact. Professionalism and sustainability are not competing objectives; together they will define long-term success.
