Home Textile Major: "Exhibition And My &Sup1; Nest And Egg &Sup1" Relationship.

In June, the football world was boiling for the world cup. The home textile industry jumped for the 24-26 China international home textile exhibition to be held in Shanghai on August.

"Is the August Shanghai home textile exhibition not like a world cup?" an industry insider asked reporters.

"Every home textile brand is an eager football team, and they are all in the same position."

In the view of reporters, this analogy is only half the right thing. The annual home textile exhibition is not only the organizer of a game, it is more like a nest, incubating one brand after another, providing a platform for each exhibitor brand to know each other with new and old customers.

Memories and expectations of debut

"We have participated in the 6 China International Home Textile Exhibition held in Shanghai for a long time."

Recalling Cloud Haylar, marketing manager of Zhejiang BABEI Textile Co., Ltd., back to 2004, it was BABEI's first participation in the exhibition.

"At that time, although I was not responsible for attending the exhibition, I still knew the situation very well.

In 1994, BABEI has been successful in tie ties, and has also been involved in the home textile industry.

When it was learned that there was such an exhibition, general manager Wang Weiyang immediately decided to take part in it. It was the wise decision that allowed BABEI to meet a large number of customers in the year and accumulated contacts. It laid a solid foundation for the future expansion and sales.

Zhu Yunhai recalls.

For BABEI, the first exhibition was unforgettable, because BABEI's core business had not been pferred to the home textile industry at that time, so it did not bring many products. However, due to the quality of the excellent products, it has gained a lot of recognition in the coming and coming exhibitions, and has also accumulated potential customers.

Only those who have participated in numerous exhibitions can understand the importance of the high degree of professionalism of the exhibitors.

For the seventh time to participate in the China International Home Textile Exhibition BABEI, the purpose of the exhibition is not only to attract investment, but also to maintain the old customers.

Zhu Yunhai told reporters: "not to participate now is not good, because the old customers are waiting there."

In the past 6 years, BABEI has gained a lot of customers. It has not expected to get more orders at the exhibition, but it still insists on participating in the home textile exhibition every year. This seems to have become an agreement between BABEI and its old customers.

A brand can't be like a bear breaking a stick, breaking a lost one. Although the metaphor is simple, it tells the brand secret of BABEI. It is also a secret of participation. It is learnt that BABEI will bring more series of home textile products to the old customers to feast their eyes on.

It is with such a precedent that more home textile brands are put into the exhibition.

Shanghai mercury Home Textiles Co., Ltd., after 5 years, has returned to the embrace of the international home textile exhibition.

The departure of 5 years ago is not to leave forever, but to get ready for this strong return.

This year, Mercury will return to the exhibition stage with its most dazzling design and most dazzling star.

Li Jun, director of advertising media promotion of mercury home textiles, expressed great expectations for the return. He said: "the scale of the Shanghai home textile exhibition is obvious to all. At that time, all the first-line brands will be present in the whole country, and many foreign brands that want to cooperate with China will come to the exhibition every year. This is the opportunity for the appearance of a brand image. So we see it very important and will take part in the August home textile exhibition as the first of our large-scale promotional activities in the second half of the year.

This time, we will not only display products, but also carry out special forums, which contain two contents, one is the interaction between Mercury's VIP customers and Mercury's image spokesperson Carina Lau, and the two is Carina Lau and home textile experts to explore issues related to stars and home life.

Li Jun admits that Mercury only participates in 1~2 exhibitions every year. This year, it wants to concentrate on preparing for the China International Home Textile Exhibition.

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Centralism and win win equivalence

It is reported that this year's China international home textile exhibition has increased from 9 square meters in 2009 to 100 thousand square meters, to 115 thousand square meters in 10 pavilions.

A new library has been added, but the function of each library has been divided more meticulously.

Among them, the W4 Pavilion is a down product and functional pillow pad exhibition area.

In the first half of the year, Sano household products Co., Ltd. participated in another exhibition held in Shanghai. In the second half of this year, they participated in the furniture furniture exhibition held in Guangdong. However, this year, the focus of the exhibition was on the north in the first half and the second half of the year, and all of them took part in the exhibition held in Shanghai.

Because of the influence of World Expo, today's Shanghai is not yesterday's Shanghai. It also means that the international home textile exhibition held this year is different from the international home textile exhibition held last year. That's why CNO can't wait to join Shanghai's exhibitors.

In the eyes of the head of the marketing department of Sano, the August Shanghai home textile exhibition is a large-scale and professional exhibition. Therefore, he is full of expectations for this exhibition.

"Now there are more exhibitions and more problems. Many exhibitions do not pay much attention to their own propaganda. Instead, they focus their efforts on investment promotion. This is not a long-term plan.

What attracts us most is that the exhibition itself has a lot of publicity, and I believe it can attract more audiences and customers.

We are looking forward to the Shanghai home textile exhibition to achieve the same effect as the auto show.

Peak also said that it is very optimistic about the Department Store dealers who are attracted by the home textile exhibition. The channel is one of the most distressing things for the brand. Especially for some home textile enterprises rooted in the southern region, it is more difficult to expand the channels in the north, and the home textile exhibition provides a good communication and communication opportunity for brands and channels.

Although the classification is clearer, it is easy to compare the audience's concentration, but it has intensified competition among brands.

Just as journalists worry that brands of similar products are difficult to excel, the peak thinks: "businesses are more about the industry. The advantage of concentrating similar products is the joint efforts to maximize the product promotion activities. When every businessman is promoting the same product, the dealers and consumers who come to see the exhibition will know that this is the product of the most concern at the moment and will consider buying the product.

Of course, which house to buy depends on which feature of the business can best touch people.

In order to better interpret the concept of "big home textiles", the whole home brand, such as the British and American home, will also go to the exhibition.

In the eyes of many famous brands, the Home Textile Expo is a platform for display and communication. It not only enables the brand to compete with each other but also achieves a win-win situation. What the brand should do in this "nest" is to do well, keep an eye on peers and serve customers.

The Home Textile Expo has nourished many home textile brands with sufficient nutrients. It has become the first consideration for exhibitors at home and abroad.