New Exploration Of "Four Seasons" Soft Decoration Innovative Marketing Mode

Along the Shanghai Hangzhou Expressway from Shanghai to the south, about an hour's drive, we can reach the legendary Tongxiang City, Zhejiang Province, where Phoenix is inhabited by divine birds.

After leaving the high speed ramp, along the Century Avenue, you will soon see a huge streamlined colorful floet on the outside wall, which looks like a modern stadium.

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Changing positioning from "brand home textiles" to "China soft decoration first city"

Since 2008, the concept of "brand home textiles" has been popularized in the four seasons. People in the industry are all doubtful, because we usually divide the "professional market" into two categories: "the specialized market for product production", such as the Nantong bedding market, the Xu Village curtain fabric market, and the "near consumption professional market", such as Beijing's Fang Shi curtain fabric market and Shanghai.

In July 2009, Guang Hong Asset Management Co., Ltd., one of the top 500 enterprises in China and one of the three largest asset management companies in Guangdong Province, invested four seasons and held 80%.

Immediately, the new board of directors began to "relocate the four seasons".

Through market research, it is found that the Yangtze River Delta has a large number of high-income people, and high-grade residential and villas also develop very fast. This consumer group has a strong consumption power, and needs to decorate the living environment.

This part of the consumer group is also pursuing the quality of life. When it comes to home decoration, it emphasizes the coordination between the one-piece furnishings and the overall layout of the home.

Because of different culture, age, personality and so on, the appreciation of home decoration is also very different. Some like the traditional Chinese culture, while others like the beauty of the American style.

So in recent years, the practice of "light decoration and heavy decoration" is popular in China.

Its central meaning is that the basic decoration is simple, with emphasis on decorating and decorating. Through the artistic combination of home furniture, home textiles and ornaments, it embodies the overall taste and specific theme of the house decoration, and making personalized life with soft decoration is becoming a new fashion for healthy family decoration.

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Optimistic about market prospects, home decoration enterprises have entered

Four seasons are positioned as "soft decoration". We must fully tap the value of commercial space, absorb the three formats of home textiles, home furnishings and household products, and complement each other in the functional layout.

The choice of a strong brand to enter into a strategic partnership with the famous soft loaded brand is of great help to improving the soft positioning of the "four seasons".

The financial crisis is not a bad thing for many Chinese enterprises whose export has been growing rapidly for many years. Seeing that the foreign market is neither infinite nor controllable, looking back at the Chinese market that foreigners like to see, the increase in per capita income has reached the point of paying attention to home decoration. Enterprises that originally only made exports joined in the face of the invitation of the four seasons.

These home furnishing enterprises have mature production technology and design, which ensures the middle and high grade positioning of the four seasons.

Although there are many specialized markets for home textiles, furniture and home furnishings in China, there is no professional market for home accessories except in Guangdong.

Under the introduction of Guang Hong Company, many Guangdong home decoration enterprises are optimistic about the market positioning of the four seasons. They have been stationed in the four seasons, especially in home decoration and household products, such as Simon, no color, impression hall and so on.

It is reported that at present, more than 100 enterprises have been stationed. It is expected that nearly 200 enterprises will enter the market when the market is officially open in May.

Saland home textiles

The major brands of home textiles enter the market first, and all the local products and local products show their elegant demeanor.

Home textile products still occupy a large proportion because of the early investment in the home textile industry.

Entering the main entrance of the market exhibition hall, on the left is the home textile of Luo Lai, and the shark home textile on the right is attracting people's attention, so that consumers can feel the charm of the big brand immediately.

Many special products in the home textile exhibition area are distributed in the form of industrial clusters. A product, a process, represents a special classification of home textiles.

Zhejiang Pujiang's quilted products and Wendeng embroidery have entered the four seasons. The market will also invite more products from all over the country to enter the market.

Tongxiang is the hometown of silk, and the silk products enterprises that have won the best opportunity can not miss this opportunity.

Many enterprises that produce famous silk products and silk products, such as silk pajamas, silk suites, silk blankets and so on, have also entered the market.

Expand sales mode, experience various styles.

The so-called "soft decoration" refers to the decoration, such as flooring, ceiling, wall and doors and windows, which are movable and easy to replace, besides curtain, sofa, cushion, wall hanging, carpet, bedding, lamps and furniture, as well as decorative handicrafts, living room plants, etc., is the two degree display and layout of the living room.

The above is about the "soft" characteristics relative to "hard", and the other characteristic is the "decoration" function relative to "practicality". Decoration makes all the simple functions of lamps, vases, sofas and so on, changing from material to color to shape.

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In the soft decoration design, the most important thing is: first determine the overall style of the house, then use the ornaments to express it in a "dotting" way.

If decoration is just necessary for our living room, then "soft decoration" can give the room the soul. The building of the room atmosphere and the display of the owner's taste and personality are all here.

Many consumers are not professionals, nor do they have time to think about how to express their own style. "The first floor of the four seasons opens up a 4000 square meter experience area.

They invited professional designers to design 60 different themes, such as "South Asian customs" and "east wind".

Each scenario contains a complete set of merchandise combinations.

If the consumer likes a scenario and likes the merchandise portfolio in this scenario, he can either buy or buy part of the portfolio, or let the designer design a new combination that is similar but never the same according to the theme of the situation.

This way of selling is convenient and ensures consumers' pursuit of high taste in their home furnishing. "

Focus on quality products and multi product combination planning

The theoretical basis of manufacturing enterprises is "specialization and low cost". The basic theory of the market, especially for the final consumption market, is "one-stop shopping". Therefore, the "professional market" as a soft decoration for the four seasons is to bring together several categories of quality products in the "soft decoration" professional field, so that consumers can "only think" and maximize the product category of home textiles, home furnishings and home decorations.

Now there are four pieces of quilt, quilting and silk quilt in home textiles. We also have to develop various products such as feather quilt, towels, carpets, bamboo grass, cool summer and so on. Home decorations include root carving, table lamps, wooden ornaments, ceramic ornaments, and metal ornaments. With European style, they also need Southeast Asian and American style, which can fully reflect the personality of consumers in the two season 150 thousand square meters market.

Promoting internationalization process

China's luxury consumption is known all over the world. Many people go shopping in Hongkong. The four seasons will cooperate with the Italy Home Textile Association in March this year. They will bring all the products and designs of their Milan home exhibition to China, and bring them to the four seasons. They can see and buy home products representing the most advanced design in the four seasons.

In January 23rd, the home textile soft decoration center of Tongxiang began trial operation. They had the strategy of building "big market, developing big commerce" and developing the "four seasons of Tongxiang" to the whole country. The next stage of the four seasons paid more attention to the market itself's improvement and vigorous publicity and promotion, ready to usher in the official business in May this year.

Soft decoration has become the soul of family decoration. The four seasons reside in the Yangtze River Delta hinterland Tongxiang. It will become the first choice for businesses to enter the market and consumers to decorate their home environment.