Search For Power Engine For Home Textiles

At present,

Way out

micro-blog

In 2011, micro-blog's strength was gradually emerging.

From fashion celebrities to grassroots stars, from celebrities to ordinary people, they have become supporters of micro-blog.

Micro-blog drew the distance between people and brought about a revolution in the way of communication.

In the home textile industry, "sales is king, and efficiency is the absolute principle" has always been the marketing rule pursued by enterprises.

Although the traditional media has its inherent market, it still occupies a large share in the dissemination. However, the huge advertising promotion cost has discouraged many enterprises.

It is even more difficult for small and micro textile enterprises to be restricted by funds.

Therefore, the emergence of micro-blog has undoubtedly opened up a path for accurate dissemination of these small and micro textile enterprises.

The emergence of micro-blog marketing has changed the state of high cost marketing.

Although micro-blog's influence has been gradually recognized by more and more home textile enterprises, micro-blog marketing has become a new marketing mode in the home textile industry, but micro-blog is not an advertisement publisher or a shopping network.

For home textile enterprises, try not to use micro-blog to sell products, micro-blog should carry the function of brand image promotion and brand image monitoring.

Through this platform, home textile enterprises can directly get consumers' perception of the products and the latest needs, thus providing a basis for the timely acquisition of market dynamic information and crisis public relations by home textile enterprises.

In the era of information explosion, micro-blog has obviously become an indispensable platform for communication. The characteristics of "close distance, zero time difference and equal dialogue" have changed people's lifestyle and habits of communication, changed the inherent mode of enterprise publicity and marketing, changed the way of social communication, and entered the era of micro propagation.

Micro-blog is a black horse, but its marketing value needs further development. It is not wise to commercialize micro-blog and become a pyramid selling tool. How to make use of micro-blog's new communication structure is a gradual process.

Way out two

Joint venture to find a way out

When it comes to joint operation, the first thing people think is that H&M and Versace jointly launched Versace for H&M series of clothing products. These products were sold out just after being listed, and stars were proud to take the lead in wearing these clothes.

Such a great influence has made joint operation a trend of brand development.

"Joint operation" sounds fresh, but it is not a passive source of water.

Careful study is not difficult to find that the so-called "joint operation" is, in a sense, an extension or deepening of cross-border cooperation.

Cross border cooperation is no longer a new move for the marketing community. Since entering the twenty-first Century, cross-border cooperation has become more and more cases, so that it has gradually become a phenomenon.

The reason why so many brands are keen on "crossover" is that when a brand develops to a certain stage, the single brand symbol of a single brand is not enough to explain a way of life or to reproduce a consumption experience. It requires two or more brands to combine to interpret and reproduce.

Of course, such unions are generally based on complementarity rather than competition or opposition.

When complementary brands combine to interpret or express a lifestyle or consumption experience, they will not only reduce the expression power of one side because of the increase of elements, but on the contrary, they will also enlarge the expression power of all brands because they are more likely to produce brand associations.

Therefore, when the small micro home textile enterprises have developed to a certain stage, we can appropriately consider expanding the channels of the products through the joint operation with other brands.

However, in the process of joint name operation, the enterprise should pay attention to several problems.

First of all, "joint name" means "crossover", which means breaking the traditional mode of thinking, abandoning prejudices, establishing the concept of win-win cooperation and having the mind and mind ready to join the "enemy" intimately.

Secondly, the choice of "joint name" partners is very important. The right choice is the key to the success of "joint name".

Generally speaking, the choice should start from the user centered theory, rather than from the assumption of the business operators. This requires the enterprises to conduct detailed and in-depth market research on the target consumer groups before implementing the "joint operation" strategy, and thoroughly analyze their consumption habits and brand usage habits as the basis for "joint operation".

Finally, "joint operation" poses many challenges to cooperative enterprises in terms of marketing capabilities.

In the past, the marketing strategy of enterprises only needed to consider how to make good use of their own resources. Because of the combination, enterprises need to consider how to achieve synergy of resource utilization through strategic amendments and interaction with partners.

Way out three

Holiday economy can not be ignored

From last year's new year's day, May 1, eleven holidays and so on, it is easy to see that the holiday economy has become an important way to stimulate domestic consumption. Some brands even concentrate sales every year when these festivals come, so as to fill the normal sales deficit.

Although we do not advocate this idea, we can not deny that the use of holiday economy for centralized sales is a form of accumulation and publicity for small and micro textile enterprises.

Nowadays, during the holiday season, all kinds of sales promotions are showing homogenization. The words such as cash return, lucky draw and buy gifts seem to be seen in all stores. Insiders suggest that "holiday economy" is not a "discount economy". To make the holiday economy move into a benign orbit, we must go out of the misunderstanding of "price war" and carry out holiday marketing activities with distinctive characteristics to cater for the personalized and perceptual consumption needs of consumers.

Therefore, when carrying out holiday promotion, small and micro home textile enterprises must use some sales promotion methods which can display the characteristics of the products and brand characteristics. Otherwise, the profit will only be temporary, and no characteristic can attract consumers' attention. Sooner or later, the brand will still be drowned in the promotion wave.

For example, in the process of promotion, the brand can add some experiential services and after-sale tracking services. After purchasing the brand products, consumers can use the telephone to return to visit other ways to ask consumers about their purchase experience and use feelings. Through the feedback of consumers, enterprises can make corresponding product adjustments.

In this way, enterprises can not only get the most authentic market sales in time, but also cultivate a group of loyal brand consumers, so that they can feel that they can get intimate and permanent services to buy the brand products, and they can kill two birds with one stone.

Way out four

Improving the design and treating both symptoms and symptoms

In home textile industry, channel and design are known as the two ends of "smile curve".

Having a good sales channel, but not able to attract consumers' "fist" products, enterprises will eventually lose the "battlefield"; with excellent product design, it can not make the product more quickly and more convenient to reach the sales terminal, it will also make the enterprise buried in the surging home textile business war.

It can be seen that perfect channel construction and excellent product design are two indispensable weapons for home textile enterprises based on the industry, and the two are indispensable.

If small and medium-sized home textile enterprises want to get long-term development in this business war, improve design and broaden channels, that is the only way to "cure both symptoms and diseases".

Now, some famous brands of home textiles have made their own characteristics. If the small brands blindly follow the pace of big brands and trends, though they can gain temporary benefits, they will be disadvantageous to the long-term development of enterprises.

In product design, we should integrate more individualized designs and take small and specialized development paths, such as starting from some ethnic elements and exotic styles, persisting in a solid and in-depth study, and ultimately pforming into the design style of their own products. In addition, we should make a difference in the packaging of products and make more use of color changes to attract consumers' attention, so that products can be clearly and distinctly brand identification. In terminal product display design, we must also achieve professional unity so that the product store is no longer a mere place to sell products, but instead becomes a home experience Museum, enabling consumers to experience different home design styles here, so that enterprises can continue to advance in the home textile industry such as rivals. Therefore, small and micro home textile enterprises are in progress.

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Way out five

Shopping in shopping malls is not the first choice

At the beginning of the end of the year, home textile enterprises and brand dealers begin to wander between the shopping malls, hoping to become the substitutes of the rejected brands.

Although the traditional shopping arcade channels still have strong advantages, high admission fees and yearly rents are still not enough for many enterprises.

For small and micro textile enterprises whose funds are not enough, it is even more difficult for them to enter the shopping mall. Even if they are lucky enough to be able to enter the shopping malls, increasing shopping malls and monthly sales rankings will still make many brands unable to make ends meet.

In fact, for small and micro textile enterprises, stationing in shopping malls is not the only way to enhance brand awareness and increase market share.

Nowadays, home textile collection stores like "feather yelan dream home ecological life Museum" are constantly emerging.

These stores mainly focus on home textile products and are more professional.

For those brands that hang around outside the mall, the "home life Pavilion" has become the third thoroughfare after franchised stores and commercial supermarkets.

In fact, this model has already appeared in the consumer market, such as IKEA, Illinois, HOLA, and even the home. But they do not take home textiles as the main selling category, but rather a wide range of products that gather furniture and other daily necessities.

When the brand enters the home hall, there is no need to worry about the passenger flow problem, because the one-stop shopping hall with a professional and rich brand of household products will surely attract the attention of many consumers.

The only thing for the brand to do is to improve the quality of the products, because the similar products are gathered together, and the advantages and disadvantages of the products are easy to be exposed.

Way out six

Extraordinary publicity

Product display is an indispensable prerequisite for enterprises to expand sales channels and enhance brand awareness. In this regard, many enterprises are racking their brains and tricks, hoping to be different and win the attention and favor of consumers.

The word "bed mold" is familiar and strange to the home textile industry.

It is familiar with the fact that in the previous home textile industry, there had been similar display fabrics for home textile fabrics, wrapped in models, walking in catwalks and posing as pose.

It's strange because it is not the same as "mold". It moves the entire bedroom scene like bed, bedding, home accessories to the stage. At the same time, the dynamic performances of "underwear model walking show", the static performance of "model pose show" and the three performing forms of "singing and dancing competition" are integrated into one, which fully demonstrates the aesthetics of private space and deduces the brand-new artistic concept and artistic field of quality life.

This brand publicity is a new attempt for the home textile industry.

It breaks through the simple fabric product display in the past, but shows the product in the form of finished products as a whole, in front of the consumers, so that people can feel the design concept of the products more intuitively and understand the product characteristics of the brand, which plays an important role in deepening the impression of consumers on the brand.

For small and micro textile enterprises, product publicity is an essential marketing tool.

How to make consumers memorable brands is a topic worth exploring forever.

Way out seven

Improving quality and increasing credibility

In China, if we ask about the most disturbing business, many entrepreneurs will talk about counterfeit products in the home textile market.

This is a cliche, but it is always like the worst stubborn illness.

Product quality is the foundation of survival for any enterprise, and it is also the touchstone for enterprises to truly fulfill their social responsibilities.

If the enterprise wants to maintain sustained development in the fierce market competition instead of a flash in the pan, we must pay close attention to quality.

In terms of product quality, there is such an equation -- "100-1=0", that is to say, 1 of 100 products have quality problems, and all the results can only be zero.

Yang Donghui, the vice president of the China Textile Industry Association and honorary president of the China Household Textile Industry Association, added 1 equations on this basis. That is 1/10000=100%. He thought: "for enterprises, the batches of problems may be only 1/10000, maybe even 1/10000, and even a lot of excellent enterprise problem products are only one millionth of the batch, but for every individual consumer, the turn is one hundred percent."

At the same time, Yang Donghui added: "to build a sense of service for consumers, this is the most important thing. We should always think of consumers."

1 batches of problems, equivalent to one hundred percent of the "hit rate"; detection, also should be done whether in a place inspection, or in the B site inspection, as long as there is a difference, it shows that there is a lack.

The quality of products depends on the degree of intention of producers.

This is also a question of attitude. Consumers are the motive force to support the survival and development of enterprises. Only by paying enough attention to every consumer can we ensure the long-term foothold of enterprises.

Although shoddy can enable enterprises to gain temporary benefits, it will cause confusion of market products and prices. In the long run, it will also cause great harm to enterprises themselves.

For small and small home textile enterprises still struggling to seek survival and development space, product integrity is very important.

The quality of home textile products is the key to win the competition.

Enterprises should strictly control the quality and strictly control personnel management, production environment, raw material testing and so on, so as not to let go of every link.

Way out eight

Electronic commerce future outlet

With the continuous expansion of online shopping crowd, the home textile e-commerce industry has also ushered in a period of rapid development.

In recent years, consumers' purchase of home textile channels has also shifted from offline terminals to online e-commerce, especially the mainstream users of online shopping - fashionable women and white-collar workers. The demand for quality of life has been rising. The emphasis on family soft decoration has made the home textile e-commerce industry easily break through the billion yuan, and the home textile business market has unlimited business opportunities.

The home textile industry is now in its growth stage, with wide space and good overall home textile industry.

In the future, with the improvement of residents' income level and the upgrading of consumption, the market of medium and high grade home textile products will also expand.

Now, many home textile brands have set up their own B2C e-commerce business, and some companies have launched their own network brands or set up Independent E-commerce departments to build network channels. However, more home textile enterprises are merely using network channels as a supplement to shopping malls and stores.

There are mainly two kinds of operation modes for home textile companies that have already launched e-commerce. One is to separate from the physical brand, to create a brand new pure e-commerce brand; the two is to take concurrent marketing with entity brand and carry out network channel marketing.

The proportion of the latter is larger than that of the former. This is because compared with the former, the mode of parallel with the entity brand has less investment in promoting the brand of its own network. With the reputation of the entity brand and the existing customer relationship, it has an advantage in the early stage of establishing the network channel.

For small and micro textile enterprises, the development of e-commerce is the inevitable choice for the development of channels.

Developing network sales is not to add addition to traditional channels, but to do multiplication.

The network is not a sales channel opposite to the traditional channel, but is compatible with various channels and supports each other.

The interactivity, immediacy and diversity of the network make it the lowest cost and the most efficient channel to contact with customers.