The Home Textile Industry Goes All In To Compete From "Enclosure Movement" To "Circle Brain Movement".

Against the backdrop of competition, Home textile industry In the past, the low standard "horse race enclosure" extensive growth has come to the end. Next, of course, it will achieve high standard low growth, the industry will be more and more standardized, and the rules of the game will be constantly refreshed, and at this critical point, home textile enterprises still have great potential.

The volume of the cake in the home textile market is limited, and who wants to get much more, besides having a good knife, and a good sword knife. Good knives refer to good products. The knife means the layout of the channels, and small and medium-sized home textile enterprises want to stay in the future.

Under the guidance of the idea of "channel is king", a large number of home textile enterprises adopt the strategy of "sea of people", and then develop with "one country and one game", but the result is often not satisfactory. In fact, if you want to catch fish, you have to think like a fish.

　 From "enclosure movement" to "encirclement movement"

Judging from the current market structure of several first-line home textile brands, the strong region of Luo Lai is in East China, Northeast China and fuanna's strong region in Southern China and southwest. The strong region of Meng Jie is basically in Central China, and the strong region of mercury is mainly located in the three line market in the north of the Yangtze River.

Then, as a two or three line brand, how can we enter the strong area of first-line brand? For example, enter the main camp of Hunan. The main problem facing Hunan is that most of Hunan's home textile franchisees have a deep-rooted relationship with Meng Jie. It is very unlikely that they will join the other two or three line brands. They will even be surrounded by Meng Jie company and franchisee. So the conventional way is to avoid it completely. However, in another way of thinking, in fact, enterprises can deploy a group of franchisees from their strong regions to Hunan to develop, and then carry out deep support to these soldiers in the real sense. Finally, it is not impossible to achieve a breakthrough successfully.

Another effective way of "round the brain movement" is to implant pre service, such as the establishment of the franchisee business school. The real role of the business school is actually "business incubator", that is, regular systematic training for all the willing franchisees, and the training cost is fully borne by the enterprises. The trained franchisees will have a strong driving force on the future market, and thus avoid the strange phenomenon of "opening stores this year and closing stores next year".

　 Super integration of physical stores and online stores

The success of Bo Yang home textile network sales has led many colleagues to see the golden age of home textile business. The major home textile brands keep following the black horse of Bo Yang and open flagship stores or their online shopping centers on Tmall. For a time, home textile network sales are blowout. However, due to the fact that a large number of enterprises fail to adjust their products in a timely manner or the price is not consistent on line and line, network sales seriously hurt the interests of franchisees and cause complaints.

At present, enterprises Net pin The practice is generally using the similar products, different brands or the same brand and different models to distinguish between the entity store and the online store, but the effect is not obvious. In fact, the enterprise can consider all franchisees to have two kinds of shops with entity franchisees and network franchisees simultaneously, and the two are authorized equally; each entity store is equipped with a tablet computer, while the terminal shopping guide recommends the shop product synchronously, while recommending the shop's physical objects, consumers can shop both physical products and consumer network products in all the local stores, and if the consumption network products are in theory, the prices are unified everywhere. Let all physical stores and online stores form effective interaction, so that we can carry out a super integration and hyperlink between brand outlets, brand franchisees, online flagship stores, online franchisees, online and offline products, price system, entity channels and virtual channels.

Therefore, the network channel is not a sales channel opposite to the traditional channel, nor is it an addition to the traditional channels. It is a matrix performance model that creates and transforms the traditional channels.

　 Terminal changes

When it comes to electrical appliances, there are Gome, Yongle, Suning, furniture stores, there are red star, the home, and Jisheng Wei; and when it comes to home textile stores, everyone's mind is blank. Therefore, the new growth engine of the home textile industry will come from the transformation of the channel or the emergence of professional comprehensive home textile stores.

At present, the rents of stores in the whole country have risen sharply, and the demand for franchisees to enter the threshold has been getting higher and higher. The pressure of franchisees' business is increasing, and the mode of home living hall can alleviate the plight of this industry.

Shanghai Shannong silk living hall has set up several fully personalized franchise modes based on different financial strength franchisees. The area of the flagship store in the past has been at least 200 square meters, while the brand Mini shop only needs 30 square meters. This greatly reduces the risk of higher investment in the home textile shop in the traditional sense, and realizes the "high-end positioning and low end threshold".

Nowadays, there are many ways to change channels. At present, the independent brand shops of domestic textile brands are generally open to two or three types of business circles in the whole country. In fact, enterprises can run counter to their own businesses, such as opening small stores into a category of business circles. First of all, because of the small area, the store rent is low, the overall operating cost is greatly reduced, and through a large area of electronic display wall, it can perfectly solve the display problem of small home textile shops; secondly, in essence, due to the different popularity and consumption ability, the survival rate and profitability of a kind of business circle will be even higher. Therefore, it is unwise for the home textile brand to rush to two categories of business circles, and the two category is not the only choice for home textile shops.

So, in essence, competition is not doing the same thing with peers, but doing things totally different from peers. In the home textile industry, only by combining marketing theory with the market situation, vividly and creatively, can we make horizontal and vertical integration from the strategic level and tactical details level, so as to make the home textile industry able to make Home textiles Huge fission occurred in the industry.