Home Textile Industry Walks The Line To "Attract Bees And Attract Butterflies"

The financial crisis swept China. Home textile industry Patterns change. More and more home textile enterprises are turning to China's domestic market in a timely manner due to the sudden drop in export orders. Today's home textile industry is becoming more and more competitive. In the fierce competition, how to highlight the encirclement is the problem of every home textile brand. Therefore, the market promotion activities emerge in an endless stream and change with each passing day. The purpose is to seize the market and attract consumers' attention.

In the era of personalized pursuit, stereotyped advertisements can no longer attract consumers' attention. In addition, each brand, whether strong or not, singly asks celebrities to do advertising endorsements, which will only make consumers feel fatigued and can not see the differences among brands. How to highlight the brand? Now the diversification of channels has become the choice of many home textile enterprises. Multi channel sales can reduce business pressure and bring diversified profit models to enterprises.

The roadshow, translated from English Roadshow, is intended to be widely adopted in the international market. In recent years, roadshow has become a new mode of publicity and promotion, successfully transferred by other industries, and has changed and extended its concept and connotation. It has become a field activity including news conference, product launch, product display, product trial and so on. Now many enterprises' products or services have begun to actively adopt the form of roadshows, and promote products through face-to-face communication with consumers.

Drive local sales

Founded in 2008, Shanghai color wing home textile company is a new brand in home textile industry. The fierce global financial turmoil has great challenges for color wings, and terminal consumption tends to be conservative. Sales of individual stores have declined. At the end of last year, the color wing home textiles began to take the form of roadshow to promote activities.

The color wing home textiles Hebei Province as a roadshow pilot, the home textile monopoly store moved into the community, to the community residents issued wings propaganda posters, and product promotion activities. This move not only won the favor of community residents, but also improved the local sales of color wing home textiles. Community residents can buy branded products without going out of doors, and they can enjoy the benefits that are not available in the shopping mall. Instead of being happy, "walking into the community" is the roadmap policy formulated by Hebei based on local conditions. The company will adjust its road forms according to different geographical characteristics and different tier cities to adapt to the local market. The head of the color home textile brand said that the brand's roadshow has been going on for a year, and the result is better than expected. Sales in this form have greatly exceeded the sales performance of the exclusive store.

At the moment of financial crisis, Road show The advantages are particularly prominent. According to Mr. Zhao of color wing home textiles, the biggest advantage of roadshow is instant results. The instant result is obvious, and the sale of color wing home textiles is still maintained because the product is guaranteed by quality and has been recognized by the public through roadshow products.

Secondly, the roadshow is smaller than the other promotion activities and the output ratio is high. It is a marketing strategy for enterprises to save costs and expand their influence.

Thirdly, the publicity effect brought by road show to the brand is fast and direct. The roadshow activities organized in the community allow the people to get in touch with the products and understand the brand. As long as the quality of the products is excellent, they can leave a good reputation in the minds of consumers and play a role in cultivating the loyal consumers in the future.

increase Brand awareness

Site sales are only one of the functions of roadshow activities. The most fundamental purpose of roadshow activities is to arouse the attention of the target audience, so that consumers can become interested and play a role in promoting and promoting the brand. Dinosaur textiles, which has 14 years of experience in the industry, is a household name of all major cities in the country, and has long been popular among consumers. Recently, dinosaur textile started its roadshow in Shanghai for the first time, and will be held in cities such as Beijing, Xi'an and Chengdu. Unlike the color wing home textiles, the roadshow of dinosaur textile is aimed at improving the brand reputation.

Because of its brand positioning, dinosaur textile has chosen the roadshow venue in a lively and productive business district, such as Xujiahui, Shanghai. Brand leaders talked about developing roadshow promotion activities precisely because this form can give consumers a more intuitive understanding of brands. Many of the target consumers of the dinosaur home textiles are the white-collar workers and even the gold collar workers. Because of the busy work, they do not have time to visit household goods in department stores, and it is very difficult to get information on the launch of dinosaur new products in time, and even the dinosaur brand is hard to understand.

This roadshow is to let consumers not enter shopping malls, do not enter the counter, but also understand the dinosaur brand. Through the promotion of products, environmental protection and interaction with the audience, consumers can feel good about brands and narrow the distance between brands and consumers. In the roadshow, dinosaur textile shows the largest pillow and the limited bedding designed jointly with the United States and cotton to break the Guinness record, and set up games and model shows in the event site, which has increased the audience's participation and improved their enthusiasm. This road show successfully combines star, Guinness and environmental protection factors to achieve the promotion and publicity role of the brand.

In the current market environment, business investment is also an urgent problem for enterprises. Besides road propaganda and on-site sales, another important purpose of road shows is to attract investment. Through the display of their products and display of sales methods, the target dealers are interested and finally recognized. Therefore, the roadshow enables enterprises to achieve the purpose of investment and quickly start the market; and through road show activities, it plays a leading role in promoting marketing for target distributors.

　　 Road show It enables enterprises to expand sales channels and realize diversified operation and multi-channel operation. Under the mode of big brands coming into the cold, this kind of marketing activities with high input and output ratio, large and medium sized enterprises have the ability to control, make the home textile brand enhance the terminal image, and improve the brand building.