Ye Maozhong: Who Will Take Up The Banner Of Education In Home Textile Market?

One can not help asking, the home textile industry has developed for decades. The annual growth rate of the whole market is 20%. Large and small home textile enterprises in China have combined more than ten thousand, and there are more than ten enterprises known as first-line home textile brands, and three domestic textile industrial clusters have been formed in China.

Is there any need for consumer education in the face of such industry market?

As we all know, although the home textile industry grows at a rate of 20% per year, the per capita consumption of household textiles in China accounts for only about 1% of consumption expenditure (home textiles are only part of it), and accounts for only 7% of clothing consumption.

In developed countries, clothing consumption is basically the same as household textile consumption expenditure, that is to say, there is a 93% gap between household textile consumption and clothing consumption.

It can be seen that although the home textile industry has developed for ten years, it is still in the stage of urgent need for education and expansion.

China's thermal underwear market began in 1997.

More and more people want to get rid of the disadvantages of traditional warm clothing, such as coarse, heavy, stupid and ugly, so an industry is quietly born, this is the "thermal underwear" industry.

In the first stage, 1997-1998: starting with Yu Zhaolin's journey to the thermal underwear market, he began to try to change the concept of consumer education.

The "thermal underwear" challenges the traditional coarse, heavy, stupid and cotton clothes with the notable advantages of a thin, two light and three warm.

The advantages of "warm underwear" are gradually accepted by consumers.

A large number of strong brands such as north polar, southern and clockwise emerged, but at that time, "warm underwear" was still high. Consumers did not even know where to buy, but only a small number of users and users in the whole industry.

The second stage, 1999-2000: the first batch of strong brands are advertising war and science and technology war, and carry out large-scale market education for the whole industry.

In order to achieve rapid growth, many front-line brands have begun to choose the image spokesperson and publicized in CCTV, so as to educate the market and make the "thermal underwear" really popular.

As a result, the terminal channels of thermal underwear also began to diversify, which greatly stimulated consumers' desire to buy.

The third stage, 2001-2005: "warm underwear" contend with a hundred schools of thought, and once again strengthen brand education for consumers.

The brands such as birds, warm ups, and quack have become participants in the new round of advertising competition for thermal underwear.

Thermal underwear begins to expand again.

The fourth stage, 2006-2007 years, the thermal underwear industry began to mature.

The extensive marketing of the industry began to shift to more conventional and rational fine marketing.

Start to move towards strength, scale, development, and management.

Thermal underwear has been developing rapidly for more than ten years, from a completely unknown industry to a "household name".

From the development process of the thermal underwear market, we can see that the current home textiles are in the first stage and the second stage of the thermal underwear. Many consumers do not yet understand the home textile brand, and do not know how to buy it.

In recent years, the average amount of urbanization in China has been close to 2 percentage points, and the population of the "pfer of agriculture to urban areas" has increased by 15 million per increase of one percentage point. From this perspective alone, the consumption structure of nearly 30 million people has been upgraded every year.

These groups will renew their basic material needs.

But for this part of the consumer group, the consumption of home textiles is relatively limited, the general family only set 2 or 3 sets, the demand for home textiles mostly stays on the traditional bedding, such as sheets, bedspreads, pillowcases and other single items, all of which are rigid consumer demand.

When I visited the two or three line market, I learned that many consumers do not know what "home textiles" is.

When it comes to the general name of sheets and quilts, it is a big mistake.

This is more fatal to the development of home textile industry for more than ten years.

Home textile enterprises should do more market education work, tell the about 30000000 consumer groups, in addition to sheets, quilts, the market also has more beautiful, more comfortable, better to beautify the family, and even bring good mood bedding.

If you often go to the terminal and listen carefully to the dialogue between consumers and guide buyers, it is not difficult to find that when consumers buy home textiles, the most important thing is the color, flower shape and style of home textiles.

From this point of view, most consumers stand on the material level when purchasing home textiles, and the importance of brand and brand connotation is not enough.

This is why cheap and cheap medium and low grade home textiles are still the main reason for most consumers.

In many home textile enterprises, most home textile designs are mostly "buyer + partial innovation". A brand and B brand have little difference in products.

Consumers are just looking at the appearance of the products, which makes it difficult for the home textile enterprises to break through in the competition. The result will be that everyone is trapped in the quagmire of product homogeneity and price war.

On the other hand, it is difficult for home textile enterprises to form brand value in the long run.

In terms of clothing industry, fashion design is very similar to home textile design.

In the first garment industry, consumers mainly look at styles and colors when buying.

At this time, clothing enterprises can only be brutally killed on the price.

When the enterprise gives clothing a concept, a soul and starts to guide consumers, the consumer's concept of consumption begins to change. Besides style and color, the feeling of brand and brand is more important.

Through the guidance of enterprises, consumers from material pursuit to spiritual pursuit, they are willing to pay more than the product itself several times or even tens of times the price to buy a seven wolf, Li Lang or Nike.

This is the value of the brand to the product.

At present, consumers are still concerned about the material benefits of home textiles. In order to avoid competition in vicious price war, consumers need to know that the home textile industry sells not only the appearance of the product, but also the brand connotation.

Let consumers be willing to pay more for your product than the price of the product itself.

When consumers buy home textiles, nearly 50% of consumers decide whether to buy them through observation at the scene.

They don't have explicit requirements for the products in demand, and 20% of them buy them through the recommendation of friends and family.

Only a very small number of people buy products with a deep understanding of the product.

This phenomenon is due to the fact that most consumers do not know how many brands are available in the home textile industry, which undoubtedly increases the arbitrariness of purchase.

At present, there are ten brands of single home textiles in China, and at least dozens of two or three line brands.

How many brands do consumers know?

For an ordinary consumer, the mention of thermal underwear brands can at least tell 5 or 6 brands; when it comes to cars, it can at least tell 7 or 8 brands; when it comes to drinks, it can at least name more than 10 brands, and home textiles?

How many?

There are not many consumers who can name 2-3 home textile brands.

We often say that if the country is rich, the people will be rich.

This is true for a country as well as for an industry.

For the home textile industry, the industry has developed so that enterprises can make money.

From the above analysis, consumers do not fully understand the home textile industry, and consumer demand for home textiles is still in material demand, which requires market guidance and education.

From the perspective of home textile industry, only by realizing the rapid growth of the entire industry and increasing the market capacity can enterprises get more of the soup from the industry, so that the industry can develop healthily and orderly.

This requires the guidance and education of the idea pformation of consumers, thus promoting the rapid development of the whole market.

At present, some home textile enterprises are actively preparing for the listing. I think this is a good thing, and this is also the promotion of industry market education.

From the perspective of enterprises, enterprises participating in industry education will usually become the leading brands of the industry.

Dumex and Beingmate in infant formula market, South grade people in thermal underwear market, north polar pile, Wang Laoji in herbal tea market and so on are all the leading brands.

At present, the home textile industry calls for strong brands to launch education in the market, so that when these brands are relatively unfixed and immature in the brand recognition of consumers in the home textile market, they can guide them to complete the process of brand consumption through product concept, brand connotation and even the improvement of sales system, and become the leading brand of home textiles in the hearts of consumers in education and guidance.

Ye Maozhong, general manager of marketing planning agency in Shanghai, is the original planning director of marketing planning agency of Shanghai, and is the original marketing director of a famous clothing enterprise in Hong Kong.

The marketing monograph "seeking potential" has been published by the machinery industry publishing house.

12 years of marketing planning and marketing experience, sales and marketing, first marketing expert group member, senior marketing researcher; "sugar, tobacco, wine and food edition" consultant of the top food industry expert group; led the super war planning agency to win the title of "the ten most marketing planning institutions welcomed by China's small and medium enterprises". The industry called "opportunity Hunter", which is more than creating a "market" in the market without "city"; it is better to help vulnerable brands rise rapidly, and break through the market quickly.

He has made integrated marketing planning and brand building for more than 100 Chinese enterprises including cigarette, Wuliangye, Shanghai color wing home textiles, Guangzhou Telecom, China talent network, Snow Dragon underwear, silkworm down underwear, 31.1 sporting goods, Voight sporting goods, Mona socks, yak group, bubble bar biscuits, peach K, Guangzhou traditional Chinese medicine factory, WNQ fitness equipment, stone jewelry and so on.

Welcome to communicate with the author: Telephone: 021-64327608; website: www.chaoxianzhan., it is tempting to ask that the home textile industry has developed for decades. The annual growth rate of the whole market is 20%. Large and small home textile enterprises in China have joined up with tens of thousands of enterprises, known as first-line home textile brands, and three domestic textile industrial clusters have been formed in China.

Is there any need for consumer education in the face of such industry market?