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How To Stabilize Roley'S Home Textiles

2008/10/18 11:02:00 62

Roley home textile as the benchmark enterprise of home textile industry, recently, the 35 million 100 thousand shares of A shares issued by Roley home textiles have been approved by the SFC and listed on the Shenzhen stock exchange. The total share capital after the issue is 140363100 shares.

As the first home textiles listed company based on bedding, it will have a strong impact in the industry.

Then, can the market leadership position of the home textile market be further consolidated? As the third party observation and analysis of the home textile market, the author needs to deepen the construction and promotion in the following aspects if he really becomes an unshakeable overlord in the home textile industry.

Shaping the value of strong brands

現(xiàn)在羅萊家紡相對(duì)其他家紡品牌，已經(jīng)具有了一定品牌知名度，眾多家紡企業(yè)的現(xiàn)在還處在跑馬圈地和提升品牌知名度的的發(fā)展階段，羅萊應(yīng)該進(jìn)一步圈腦圈心，實(shí)現(xiàn)渠道終端數(shù)量和消費(fèi)者教育的雙向提升，筆者接觸過(guò)不少購(gòu)買(mǎi)羅萊床品的人，還有人咨詢(xún)筆者買(mǎi)什么品牌好，令人驚訝的是，尤其是在江浙一帶，羅萊的提及率相當(dāng)高，即便提到幾個(gè)業(yè)內(nèi)知名度相當(dāng)高的家紡品牌，消費(fèi)者一臉霧水，說(shuō)沒(méi)聽(tīng)說(shuō)過(guò)，買(mǎi)了不放心，會(huì)不會(huì)縮水，以一位寧波準(zhǔn)備結(jié)婚的消費(fèi)者為例，她也知道寧波當(dāng)?shù)赜芯S科、博洋等家紡品牌，但最后還是買(mǎi)了2套羅萊的四件套，沒(méi)有買(mǎi)其他家紡品牌的產(chǎn)品，問(wèn)其原因，說(shuō)是聽(tīng)朋友說(shuō)的，羅萊的品質(zhì)好，有檔次，進(jìn)一步詢(xún)問(wèn)緣由，她才說(shuō)了真心話：“結(jié)婚就這么一次，當(dāng)然要買(mǎi)好的了，否則人家問(wèn)我用什么牌子的床品，我如果用的是沒(méi)什么知名

The brand will be very embarrassed. "

It can be seen that the operation and promotion of the brand in the early days of Luo Lai has achieved some success. Luo Lai has been ranking the first in the market share for three consecutive years in the past 2005-2007 years. But if we can keep it up for a long time, we must advance from the simple pursuit of market share to the pursuit of inner share and share of thought. The core of the consumer's mind is to occupy the consumer's mind and establish a strong brand position to make it the first choice, the only choice and the choice of the target consumer group, that is, the pformation from "selling products" to "selling value commitments".

In the minds of the original and potential consumers, it is to build an impressive picture and nerve stimulation in the mirror neuron and reward system. Therefore, a series of measures must be set up in the brand image, terminal display and post service. Now, there are still repeated problems in this question. Last year, the basic VI color was changed to green.

(Jia Xiao)