What Lessons Can Be Learned From IKEA And ZARA?

Since the spring of 2012, equity market In the doldrums, the market value of the three big tycoons, Roy, fuanna and Meng Jie, shows the strong vitality and development potential of the industry.

However, in the terminal expansion mode, China's home textile industry has encountered bottlenecks and puzzles: the channel construction is not good enough, the terminal expansion is not enough, and the marketing mode needs to break through. Then, which direction should we consider in the mode innovation of home textile industry?

　 Inspiration from the outside world

In fact, there are two industries that are worth learning from. One is clothing Industry, because the threshold is relatively low, it has been very difficult for enterprises to grow bigger. But the global "fast fashion" wind vane ZARA, 2011 of its parent company INDITEX achieved sales of 9 billion euros, up 10% compared with the same period last year, while in the financial crisis, H&M's after tax profits and sales performance also increased by 13%. The home textile industry is traditionally regarded as a durable goods industry. It is very difficult to make it bigger. Why does the home textile and clothing become bigger in the traditional confinement? Because IKEA subverts the durable consumer goods mode of the home industry, and ZARA subverts the classic fashion industry.

IKEA completely subverted the image of household durable goods, fast supply capability, low price, constantly promoting new fashion style and perfect visual display system, which is more similar to the fashion industry's sales mode. It develops products according to the price that consumers may accept, providing furniture, Spin Products, household products to small household jewelry and other products of the whole category, and in order to parity, encourage consumers DIY, give people more shopping reasons.

"Fast fashion" is represented by ZARA and H&M. Its characteristics are "fast, ruthless, accurate" and a complete range of products. With the help of the design power of luxury goods, the trend is always following the trend, the speed of the new product to the store is very fast, and it constantly stimulates the demand of the fashion thirst for the customers who have the ability to consume the luxury goods and the low quality requirements, and provides the whole class service, so that the consumers can complete the one-stop combination combination. This mode is the subversion of the high-end classic fashion model. This kind of model emphasizes the classics in the face of a small number of high-end people, and because of the high price and the low frequency of consumption. In the past two years, the global financial crisis, ZARA is still in the global arena, has shown the magic of this model.

It should be said that the main reason that restricts the potential of Chinese textile consumption is similar to that of furniture industry. And the marketing mode of most home textile enterprises is designed accordingly, which not only imprisoned the market but also imprisoned the "self" so that the consumption potential could not be released, just like the traditional one. Brand clothing The high-end fashion classic model can not be extricate itself. Therefore, to subvert the marketing mode of the home textile industry, we must infiltrate it. Clothes & Accessories The concept of "fast fashion" in the industry also refers to their "big terminal mode".

　　 Rethinking of home textile model

First of all, let's go out of the home textile package mode, and let more single product mix and match, so that consumers can make their own fashion. Parity is the root of popular fashion. Out of the home textile package mode, more single product design and combination will reduce the pressure of consumers' whole set purchase, virtually reduce the amount of purchases each time, but the demand for further fashion matching undoubtedly promotes the impulse of consumers to continue shopping, which is the mechanism behind the popularity of parity fashion. However, because home textiles and clothing are different, the demand for speed in fashion is not necessarily so fast, so the pressure on home textile enterprises will not be too great.

Secondly, learn fast fashion, but surpass fast fashion in product quality. Fast fashion The speed of brand expansion is alarming, but in prosperity, brand development is also a crisis. Because of the low price fashion line, the first thing to be sacrificed is the product quality. The poor fabric and rough workmanship become the embarrassment that these brand products can not avoid. In China, consumers of home textiles may value quality more than clothing consumers. If they are sacrificed at the expense of quality at the initial stage of brand design, such brands will easily fall into the mixed competition in the low-end market, without any advantages. Therefore, for the cheap fashion home textiles, besides absorbing the spirit of fast fashion dress, it should also surpass the fast fashion.

Thirdly, the new terminal mode should extend the boundary of home textile industry, and make home textile as a daily consumption category. Home textile home integration mode is also a common mode in Europe and the United States, whether it is IKEA, the advocate of parity fashion, or middle class household storage. The new terminal mode should go beyond the traditional home textile industry boundaries, integrate home textiles and large household, walk out of the bedroom, move towards large home, provide a variety of styles of household items, and a variety of styles of home furnishing style, and follow the fashion changes of seasons and clothing industry, and quickly follow fashion to give consumers more opportunities to choose, match or combine, and then improve the utilization rate of single parts.

At present, many Home textiles The brand is adjusting the marketing mode and seeking for a new profit increasing point. Under such circumstances, the enterprise that will have the first strategic adjustment, try the new marketing mode and its own strong industrial chain will be the first to stand out.