Home Textile Industry Entities Shop "Cold Shop" Or Become A New Channel For Home Textile Industry

Recently, I visited home textile market and found home textiles.

The substantial discount of the entity store is rather slow, but the e-commerce platform, as the next piece of cake for the home textile brand, has been grabbed by the major home textile enterprises. "One-stop shopping" has also become a new channel for the home textile industry to explore.

The market is constantly changing, from offline entities to online shopping malls, from price wars to brand wars, home textile enterprises "make their own decisions", and the concentration of domestic textile industry and industry competition are also intensifying.

Home textile shop: passenger flow is scarce and business is light.

Last Friday, I visited the home textile market, and found that the home textile brand shop door (decoration effect map), Luo Luo, business was slack, sales staff in twos and threes, chatting with each other.

Although the stores are competing for a discount, they are still very cold.

According to the author's observation, in the late summer and early autumn, the discount of these home textile shops is not small: some businesses have posted the "summer's last big promotion" brand, and some business posters have called the "summer new product, the lowest five fold", and other businesses are clearing activities to attract consumers.

Entering these home textile shops, many products are marked with discounts on cardboard cards and red pen. The basic discount ranges from 50 percent off to 30 percent off, and the discount of individual promotional products is less than 60 percent off.

Although the discount rate of business is not small, there are few consumers who can choose to buy goods.

Ms. Wang, a consumer who is buying in the discount area, said: "the first two years when the home textile shop just opened, business is not too good, and the price is also very high.

But now, how cheap it is to buy bed products online, I basically bought them in Oriental CJ or shop No. 1. Today, I just want to go shopping because I am promoting sales to compare prices.

A shop owner of a home textile shop admitted: "taking advantage of the season to do activities, attract more passengers.

Nowadays, marriageable young people are one of the mainstream groups in home textiles consumption. This group has grown up in the Internet age, and tends to buy online and dilute the consumption of physical stores.

Shop management needs more thought now. "

A salesperson in a shop privately claims that nowadays, many customers even copy the style of online sales, and look at objects in the store, which makes them "very hurt".

March into e-commerce: home textile brand goes to the pro citizen line

Ever since Bo Yang home textile

After a dark horse, all of us spun off the flagship store or our online shopping mall on Tmall.

"The impact of the economic situation is on the one hand.

At present, home textile enterprises are keen to fight online market share, and many manufacturers have changed their profits for space and invested a lot of resources.

According to the insiders, home textiles is one of the most complete brands in the Taobao bazaar. Almost all physical store brands can find corresponding businesses on the Internet.

Then, with the online shopping group becoming the main force of consumption, the structure of consumer demand is also undergoing tremendous changes. The demand for home textile products has changed from shopping for food and clothing to fashion and comfort.

Studying online shopping consumer groups has also become a compulsory course for home textile enterprises. What kind of price is the psychological price of home textile online shoppers?

I randomly interviewed several online shopping home textiles consumers.

Ms. Yao, a housewife, said that the 200-300 yuan bed (decoration effect map) supplies four pieces set is the ideal price in the heart.

"If the online price is up to 400-500 yuan, then it is better to buy the brand entity store, and buy the main picture online cheaper."

"200 yuan of bedding four pieces, if you can mail it better."

The white collar tube girl excitedly told the author, "now the bedding on the Internet is too large, many styles and materials are almost the same, and of course I will choose the affordable purchase."

The author interviewed and found that most of the home textile online shoppers were female white-collar workers, and the psychological price of four sets of bedding items used at ordinary times was around 200-300 yuan. If the wedding class was selected, the grade and price would be slightly higher. 500-800 yuan is the psychological price, and the style and material are also important criteria for purchasing.

It is understood that, according to the characteristics of online shopping consumer groups nowadays, home textile brands have a completely new positioning from product or price.

I see in various online shopping centers, home textile leading enterprises such as Meng Jie, Luo Lai, Fu Anna and other brand home textile products online average price of about 400-600 yuan, in their online flagship store, there are many 100 yuan summer quilt, 200-300 yuan of bedding products four sets of products.

At the same price, the choice of other second line home textile brand products is greater.

{page_break}

It can be seen that the traditional brands enter the shopping mall, compared with the physical stores, the price of each major brand product goes to the pro democracy route.

If there is a discount, consumers can buy more affordable products.

The market is becoming more and more saturated, and the online business is about to start. Although many home textile brands have already matured, there is still room for online opportunities and space.

Home textile brand enterprises use prices to narrow the distance between consumers.

In this way, online shopping consumers will also "brand" home textile products and choose bulk goods?

Epilogue

Nowadays, fashion women, white-collar workers and other mainstream customer groups who are the main consumers of home textiles are becoming more and more accustomed to the form of online shopping. Therefore, the terminal retail growth rate of the home textile industry has begun to slow down, sales of physical stores are weak, while online sales are showing explosive growth.

Just imagine, if the same product is more convenient to purchase and cheaper, who will buy it in a physical store? It can also see all the brand products. It can compare the price and save the strength to go to the market. Why not?

I think, home textile brand for online and offline sales competition, "themselves to fight with themselves" should also begin to think of some ways to solve, improve, and avoid it.

We can set up a brand new pure online brand for sale online, in order to differentiate from offline brands.

Either the same brand will produce dedicated line sales and physical store sales separately, so as to eliminate the parity effect under the online and offline businesses.

"One-stop shopping" or a new channel for home textile industry

In recent years, the rising rental cost of commercial real estate has reduced the profit margins of independent home textile brands.

Aiming at the problem of "entering the shopping mall is expensive and entering the shopping mall", some enterprises are trying to explore new terminal sales mode. The independent brand of home textile has begun a new round of exploration between demand and supply.

What does the home textile industry rely on to win? It is the colourful color, the low price, the superior material selection, or the stack of advertisements with a large number of advertisements. The answer is no, in fact, the industry has developed to the stage of "selling third spaces", which is to provide consumers with an artistic (decoration effect map) creative home space, a humane spiritual home and a convenient and perfect consumption mode, so that consumers can easily realize the perfect home dream.

As a result, more and more home textile enterprises have put forward the idea of "one stop shopping channel".

The so-called "one-stop shopping channel" is in fact, as long as the customer needs, once entering a consumer product service site, all products purchase needs can be solved.

It is understood that at present, many home textile brands in the home textile market have launched the so-called "one-stop" home furnishing, displaying home furnishing supplies mainly based on bedding and other accessories.

Such "one-stop" home covers more than 100 square meters, but with less investment and less risk resistance.

Although the "one-stop" home textile shopping platform is still very limited at present, there is no doubt that this one-stop home shopping business model is bound to be the future.

One of the trends in the industry and other industries.