How To Run Home Textile Brand?

China's home textile is still relatively primitive in terms of brand building. There are a lot of brand awareness, no brand products and no brand enterprises in the industry.

The importance of home textile brand building has become a common understanding in the industry. We all realize that the competition in the home textile industry has developed from product competition and price competition to brand competition.

But for how to build brand, the industry is very confused.

Many home textile enterprises think that they should invite celebrities, advertising and VI to make brands.

This brand recognition shows that the brand building of home textile industry is still in its initial stage.

In fact, it is precisely because the textile industry to create a brand of primary, so it is necessary to create.

At present, the market of brands in the real sense of home textile market is almost vacuum, and win the favor of the market through brand building. Thus, as the core means to change the profitability of enterprises, it is already a strategic measure that enterprises must choose, and is also an important opportunity.

In this sense, building brand is not only for long-term competitiveness, but also to break through an important means of homogeneity of home textiles, so it is particularly necessary.

It can be said that the thinking path of home textile enterprises can no longer afford to spend energy on the question of whether or not to take the brand road. Instead, we should consider how to build the brand.

Based on the current situation of the industry, the Shanghai ultra limit war planning agency combines years of brand building experience with the characteristics of home textile industry, and summarizes three main strategies of home textile brand building:

Brand core values are most important.

"Birds of a feather flock together", a brand can not be suitable for all people, but only for a specific group of people.

This particular group of people has their own emotions, but also their own values system.

When a brand has established the position in the market, then we need to strengthen the core values of the brand and extract the core value of the brand.

Or, we need to extract a special value appeal that resonates with consumers, so as to impress consumers.

The core value of a brand always coincides with the mainstream values of the society.

The so-called mainstream values of society need universality, enthusiasm and current affairs.

The core values of Marlboro cigarettes changed according to the mainstream values of society: from the end of the 40s to the end of 50s, there was a money fever in the United States after the war. At that time, many tobacco brands chose the mainstream values of "worship money and enjoy". The image of the beauties, celebrities and underworld was filled with the tobacco advertisements in the United States, and Marlboro was also among them.

At the end of the -60 in the late 50s, the pition from material to spiritual, the mainstream values of "free and pioneering" to build the American dream were deeply excavated. At this time, western movies were popular in the United States, and Marlboro seized the image of cowboys in a thunderbolt, grabbing the mainstream value of "freedom and expansion" and continuing it to form the American spirit.

Metersbonwe's target consumer group is a vibrant and fashionable crowd of 18-25 years old. According to its characteristics, Metersbonwe's brand core value is a kind of image of self honesty, personality and courage to accept new things. It puts forward the core value of "do not take the unusual road", which fits the desire of consumers for special difference, so it greatly stimulates consumers' desire to buy.

Brand needs to establish its own clear banner.

Just do it! Bright attitudes and ideas, sneak into human weakness, a pair of sports shoes can also change the world.

Starbucks, a coffee shop with an emotional experience, coffee is no longer coffee, but a place where emotional breaks can be made. This is also the emotional needs derived from human research. Sony Walkman is not a listening radio, but a friend of yours who shares your joys and sorrows.

This is a great discovery, the discovery of music can treat the heart of the trauma, can be in a happy mood to help scream tools, this tool is like you can talk to a friend!

Finding the place where your product can resonate with a different soul can wake up your heart beating and build your brand tribe. When you touch the most sensitive part of your heart, it will beat and beat, and your brand tribe will be able to cling to all heartbeats.

Home textile brand, in fact, is more of a spiritual consumption, reflecting consumers' pursuit of home environment, home decoration and family life taste. Therefore, it is extremely important to extract accurate and powerful core values of home textile brands.

Brand culture construction is the way to brand evergreen.

Home textiles has gradually evolved into an expression carrier of people's status, status and taste.

It begins to convey the consumer's pursuit of beauty and an attitude towards life.

The value of a brand lies not only in the material level, but also in the spiritual and cultural aspects.

A brand without cultural connotation is just a body without soul.

The construction of brand is actually to create a psychological value and spiritual enjoyment for consumers. As mentioned earlier, home textile consumption is different from other consumption, and it pays more attention to the spiritual enjoyment process of consumption. Therefore, whether the success of home textile brand shaping will be more inclined to whether the value proposition advocated by the brand can resonate with consumers will depend more on whether the culture advocated by the home textile brand can impress the target group.

Home textile has become a soft decoration for families.

The essence of the future home textile will be to find the feeling of homestead for home life. Home textiles must make the home environment create a peaceful and auspicious atmosphere and atmosphere of life.

By packaging the core culture of the brand and implementing it in the product design, we can achieve the ultimate goal that consumers like, identify and trust.

To put it bluntly is a reason for consumers to spend money on you.

Instead of buying your home textile, consumers are buying the added value of the brand culture that you advocate, a dream you create for consumers.

Therefore, we can think that the design of the core value of home textile brand is not to design the mass language, but to make the consumers moved.

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