Home Textile Marketing Should Guard Against Two Misunderstandings

stay

First is the enterprise.

Misunderstanding 1:

As a durable consumer goods, home textile products have obvious peak season and specific event buying stage.

At present, almost all home textile enterprises are facing the impact of the promotional price war, and the price war has become a conventional battle. In this silent war, enterprises with poor strength will be eliminated by the market.

For example, Zhejiang Sheng Yu launched a four piece set of home textiles less than 100 yuan, and many home textile enterprises immediately followed up. The use of polyester cotton with poor fabric directly reduced the price to more than 40 yuan. The decline in the quality of products made the enterprise enter the state of losing blood, without profit, and the company suffered serious losses, so that the product eventually became a street stall.

There are limits to the cost reduction, and many enterprises forget that in fact, in addition to price, the core proposition of enterprises is to create value for customers, thereby bringing higher and lasting profits, and can not create value marketing warfare. It is easy to be replaced by competing products and become a victim of price war.

Therefore, the promotion is not the more the better, enterprises should choose the appropriate marketing means according to the market changes and the replacement of seasons.

During my visit to the home textile area of several large shopping malls in Beijing during May 1, I found that the middle and low grade brands basically had 50 percent off and special products, and the new products were generally 7~9 discount. Only some high-end imported home textile products such as wide court did not take part in promotional activities.

Market participants said that the promotion of shopping malls will not be reduced due to the shortened holiday. Sales staff of Xin Ting, ESPRIT, AUSSINO and other brands also indicated that sales were good during May 1.

If the holiday promotion of shopping malls is referred to as profit giving behavior, then the supermarkets with limited profit margins will be able to make substantial sales promotion.

During the May 1 period, the prices of home textiles brands such as sleeping treasure, small sheep and red Fuji in some supermarkets in Beijing were reduced by 30% to 40%. Up to three hundred or four hundred yuan of bedding and three pieces and four pieces of clothing, the cushions under the balance of more than ten yuan have entered the discount.

Is the cost of these products so low?

Zhang Xunjun, deputy director of the Beijing Kelong supermarket information center, told the author that the competition for home textiles was fierce in recent years. The brand entering the supermarket generally pursued small profits but quick turnover. This kind of substantial price reduction promotion effect was very good, which helped enterprises digest their stock and expanded the popularity and influence of the brand.

For holiday, Vic home textile directly promotes 3~6 discount and 19 yuan ~99 special merchandise promotion.

Speaking of the above changes, Yan Ke, the Shanghai District of Vico home textile company, said that brand promotion is not a simple price cut and needs to be adjusted according to the market situation.

It can be seen that proper and targeted sales promotion can not only increase popularity for brands, but also increase sales volume of products, so that enterprises can get more benefits.

Myth two: marketing mode is not important.

The so-called marketing mode is an operation model designed by enterprises based on their own resources and market conditions.

Nowadays, most home textile enterprises lack clear marketing mode, take a step by step mentality, pay attention to the sales volume at the moment, ignore the construction of marketing mode, blindly imitate the operation mode of the leading enterprises, and hope to replicate the successful experience.

But as Alibaba founder Ma Yun said, "success can not be copied."

Many home textile enterprises now imitate famous brands in the industry as benchmarks, from packaging to display, to product design, research and development, and even a leaflet to create a printing company that they cooperate with. However, this step by step approach can not make enterprises develop, but only gradually widen the gap with well-known brands and become the "attendant" who is led by their noses.

Home textile enterprises should design a suitable marketing mode according to their own resources and positioning.

When we build our own marketing mode, we must pay attention to the following points: diversity, emphasis should be placed on different places with competitors; for the terminal consumers, the best force comes from the interaction and communication with customers, and the integration of brand positioning and market positioning, forming the resultant force, giving full play to the greatest value; carrying out industrial integration and integrating commercial terminals.

Only by avoiding these two misunderstandings can enterprises move forward smoothly on the road of development.