Fashion Aesthetics And Thirsty Consumption

In the past 2011, there was a new home textile brand that was remembered by Meng Jie.

Objectively speaking, "sleep" created the brand of China's home textiles.

Interpretation of a brand case

Many industry elite who have been struggling for many years in the home textile business circle are full of doubts about the development of "sleep".

Many people even do not want to believe that in the home textile industry that makes brands so difficult, they can quickly abandon their rivals and continue to develop, which is equivalent to "the difficulty of Shu Road".

In the three quarter of 2011, Meng Jie home textile achieved operating income of 811 million yuan, an increase of 63.86% over the same period last year, operating profit of 84 million 750 thousand yuan, an increase of 66.5% over the same period last year.

The direct stretching effect of the brand can reach 1/2.

Perhaps, before people could study the beautiful track of "sleep", they were amazed at its sales miracle.

So, let reporters try to interpret its charm and myth, with a view to its analysis, can make the overall home textile industry sales in 2012 icing on the cake.

Tu Yunhua, general manager of insomnia home technology company, explains the brand positioning of "sleeping": if the old luxury is the consumption of scarce raw materials, then the new luxury is based on the wisdom of using and treating all kinds of rare raw materials, and let people enjoy a completely new way of life.

Such as from ordinary bedding, evolution has given the meaning of "love care" and rare feather quilts.

This luxury is more about taste and creativity and personality.

The most luxurious quality and meticulous service of high-end home textile brands can only satisfy the demanding group of urban upstarts or successful people.

This is the original intention and connotation of the brand.

Although these words are implicit, they actually tell the essence of the brand: pointing at the instinct of people's desire for luxury.

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Through the details of the grasp, the art of home treatment, the analysis of customer personality and hobbies, we can provide a design plan that fits the customer's home dream, until the best plan is finally worked out.

Of course, there are a series of supporting measures such as intimate professional escort service, quick and convenient door-to-door service, reliable and reliable washing service, "splendid life" embroidery service and exclusive shop closing service.

But the most important thing is to catch up with consumers' fashion aesthetics and hunger and hunger.

In fact, the determination of the rigid purchasing power of home textile products is in the hands of fashionable women. If the home textile products meet their aesthetic pursuit and consumption needs, they are willing to make a purchase choice after weighing the price performance ratio.

And just catching this consumption psychology, she started to buy craze in their hearts.

Fashion observation of modern Chaozhou people

Nowadays, the fashion industry is undergoing intense changes. From aesthetics to consumption habits, from media to retail, every link of the industry seems to have received the signal of change.

When the men at the top are still groping, women are mostly relying on their excellent intuition to find the best partner at home.

Like fashion trends, in the home textile industry, no one has ever been so keen on fashion as it is today, which seems to be a good thing. It makes Louise Wilson, a professor of Saint Martin Design Institute worried. She thinks that too much attention will make the fashion world impetuous and rotten, and lose the real creativity.

The Prada brand, which has always been very demanding on its own, has begun to seek creative satisfaction from cooperation with artists.

"I often ask myself what I want: right or happy?" Prada director of design said many smart women's voices.

Love of fashion and bedclothes is the nature of women, but before they enter the fashion industry, they have to ask themselves whether this is the world they want.

Six months ago, the 26 year old Chen Xiaoyi bought his new house now, but he has not moved to his new apartment so far. He insisted that he wait until his favorite Hermes opened in Chengdu to complete the whole house renovation.

Moreover, Chen Xiaoyi admits that his dedication to Hermes is only because he likes his style at the first time. He can choose nothing but his own price.

This is even unintelligible, but there are a lot of similar groups that must "cater for self consumption".

Moreover, most of these groups are mainly post-80s, and they are playing the leading role in the consumption of home textile products.

Yu Tingting, 27, works in a foreign company. She often attends all kinds of social occasions. She often takes out half of her income to take care of her new home. In her own words, she says, "now that the pressure is so great, I will never dress up my own pocket again and earn more money. What is the use of the money?"

To this end, many home textile enterprises are exploring for consumers to create high-quality home experience.

They push the idea of "big home", which provides consumers with an overall and individualized home furnishing plan through large combinations of products such as curtains, soft beds, handkerchiefs and cosmetic bags.

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"Although all of them are building large homes, the theme of home culture of some enterprises is not clear enough to enable consumers to express their individuality."

Yu Tingting believes that people's demand for the concept of "home" is even higher. So selling to consumers is not a simple commodity or a set of home furnishing products, but to provide them with a new lifestyle and cultural enjoyment through the design of home textiles.

FUJIA, who has always been a best seller in the market, has established the artistic, intelligent and natural design style before proposing the brand operation route of "big household". Therefore, every household product has a theme corresponding to the art design style.

For example, the Versailles garden series that shows the color tension of spring and the infectivity of life sprouting, the series of bright and colorful flowers that show the endless strength and enthusiasm, and the Pamirs style of the Pamir style, which is meaningful and beautiful.

"We give every home textile an artistic feeling, or elegant or gorgeous, no matter what kind of emotion people want to show, they can find elements from their home life."

Lin Guofang, chairman of Fuan home textiles, said.

According to the insiders, such a business concept breaks away from the low-level demands of simple quality and practical functions, and directly refers to the spiritual needs of consumers at the highest level. Therefore, it has broad development space and vigorous vitality, which should be an inevitable trend of development of the industry.

With the improvement of people's living standards, more and more consumers will understand the role of art in improving the quality of life. Home textile brands insist that the concept of home that guides people to experience modern lifestyles will be realized in the near future through artistic design.