Brand Marketing Of "Cake Towel"

"This is a cake towel that looks very delicious. It is also a humorous and ingenious gift.

"It's so realistic that I want to bite it down!"

In the wedding, meetings, shopping malls and other occasions frequent, little towel has big business opportunities.

"In fact, this creative product was born in 1959.

At that time, a dessert shop owner in a small town in southern France discovered that the washes of towels washed on the carriage of the opposite hotel every day were very much like the newly baked cake. So he thought of it and tried to use the towel to fold the cake into the window. This saves both the cost and the gimmick of making real samples.

Sure enough, the business of the dessert shop is getting better and better, but not the cake sells well, but the guests have bought him a towel.

Later, the dessert shop no longer made cakes, specializing in the sale of this cake shaped towel.

I read the report on "cake towel" published in the business daily, and sort out the "cake towel" products and the industry market. Only more than 5000 merchants selling cakes and towels on the Alibaba were found. Most of the enterprises in the whole industry are actively expanding the foreign trade market. Recently, many enterprises have tried to expand the domestic market.

Each of them is so fresh, but not very big.

So the "cake towel" market environment, like the spring and Autumn period, has broad prospects for growth, and there must be mixed growth disputes.

First, the cake towel industry with bright prospects and disorderly competition:

At present, the per capita consumption of towels per capita in cities in China is 250 grams, and rural consumption per capita is about 100 grams (Note: an average of 60 grams per item), while the average per capita in developed countries is more than 1000 grams, and that in developed countries in Europe and the United States is 1500 grams or more.

Towels, as a symbol of Chinese urban residents, have long been accompanied by people's daily life.

In the days when material life was lacking, families in the urban and rural areas of China used a towel and a towel for a year.

At present, with the increasing disposable income of consumers and the improvement of people's living standard, the phenomenon of "one family, one towel and one year" has gradually disappeared, forming a functional consumption trend of "one man, one towel" or even "one person and many towels".

The basic cleaning function of towels has been far from meeting the needs of the market, and the diversification and individualized consumption of home textiles is becoming more and more obvious.

From basic daily needs to multi-level needs, such as wipes, hairdressing, child towels, kitchen towels and so on.

Of course, it is far from enough. Towels must match and explore new market demands from styles, fabrics, colors, patterns, functions and uses, not just technology and flower design.

In view of this, how big is the consumption growth space of China's household textile market with a population of 1 billion 300 million?

Cake towel industry is a new category of towel industry. Because of its multiple attributes of high quality, high green characteristics and artistic beauty, the towel industry is bound to bring about a new towel revolution. After completing the early production cost optimization and consumer education, it is logical to walk into the Chinese ordinary families.

Because of the growing demand for cake towels in developed countries, Chinese textile enterprises with cost advantages have become the geomantic omen of foreign trade OEM.

Regardless of the current patent dispute, or the "Shanzhai authentic" saliva, and the tragic price war in the future, all of this doomed the "cake towel" industry to form an orderly development situation through a disorderly competition for a certain period of time.

Two. The brand of cake towel enterprise.

The author, as a senior brand marketing planner, has a deep understanding of the competitive situation of the "cake towel" industry. In 90s, health products, household appliances, bottled water, cosmetics, communication industry, leather shoes and casual clothes are all in this state. When a new industry has just developed, it is after a series of growing pains that it can become a real strong brand, such as wow ha pure water, Lenovo computers, Haier appliances, GREE air conditioners, Galanz microwave ovens, Yang Sheng Tang Terry pills, AOKANG leather shoes, Metersbonwe casual wear and so on, but too many competitors with them have long been on the decline.

The author suggests that instead of struggling in the whirlpool of "patent and cottage" disputes, it is better to seize the opportunity to plan their own brand of kingly way so as not to meet competitors at the low level of competition, and become a leading enterprise in the industry as early as possible.

1. Implement the leading brand strategy and occupy the leading position in the industry.

With the upgrading of the whole cake towel industry, cake towel will compete from the current product form to the upcoming stage of price competition, product competitiveness, advertising competition and brand competition.

Registration of a trademark and application for a patent can not be a way of long-term stability.

Who can maximize the integration of resources, locate the target consumer group through the "brand king system chain", use the high-value brand experience, establish a lasting, accurate and in-depth communication with the target consumer group and appropriate brand relationship, who will form a strong competitive advantage in the overall market, effectively prevent the competitors from following up, and lay the foundation for occupying the leading position in the national market.

2, the demand for cake towels will be increasingly diversified, and product innovation and upgrading will become a brand name.

We believe that consumers will no longer satisfy the difference between cake and towel color and shape, and will pay more attention to the features of fashion, environmental protection, decoration, health and individuation. Therefore, the whole industry will start a war of product innovation.

The key to this product innovation is not how high the technological content of the product is, but whether it is close to the needs of consumers, and whether it can meet their special needs and lifestyles. Therefore, changing the original product form and developing new towels are the key.

For example, bathrobe bathrobes, household clothes, beach bags, toys and casual wear will also become a new market growth point.

3, rely on the female market, expand market offensive.

Women's demand and grade for cake towels are much higher than that of men and other consumers, and they are the main influencers and purchasers of household consumption. Who will take the lead in occupying the market and win the hearts of female consumers? Who will decide their market position in the "cake towel" industry in the future?

As a modern urban woman, there are many physiological needs and psychological needs have not been fully satisfied and released. This is precisely the opportunity for towel enterprises to innovate and occupy the market. For example, the deep development of beauty towels and the lovely towel shape will be loved by this group.

4, build a strong franchise system, and actively expand the national market.

The sales of cake and towel market can not rely on simple online sales. Cake towel enterprises should immediately build their own franchise system. The franchising system is not the visual system of franchised stores of domestic advertising companies, nor is it the so-called exclusive store management system. It is a set of system models that can help franchisees get good results and help franchisees make profits.

Cake towel enterprises in the development of franchising, especially the priority, focus on the establishment of supermarket stores, department stores and second tier cities franchisee franchisee, for cake towel enterprises quickly establish a high-end brand image to provide props support.

Finally, the author suggests that cake towel enterprises, if they do not want to be threatened by the price war, and emerge from many cakes and towel enterprises, and get more lasting and more successful development, they can not be trapped in patent disputes and Shanzhai saliva, concentrate their energy and integrate resources.