"Zero Distance" Feels The International Home Textile Major

　 China International Home Textiles and Accessories Expo (hereinafter referred to as China International) Home textiles Since its launch, the exhibition organizers have always attached importance to exchanges and cooperation with overseas home textile enterprises. The overseas Pavilion is also an important part that can not be ignored in the exhibition.

This year, the overseas exhibition area of the home textile exhibition will take up 1.5 pavilions, with an exhibition area of 1200 square meters. Overseas exhibitors such as South Korea, Pakistan and Turkey have increased their participation in the exhibition.

From product to booth to highlight environmental protection

Nowadays, low carbon has become the key word in all walks of life. From designers to consumers, the concept of low carbon and environmental protection is more respected. At this home textile exhibition, environmental protection and natural concept become the theme of home design. Domestic enterprises can learn how to use the design of home textile products to deduce the environmental protection concept from the design of some large international products, the selection of products, or the arrangement of the booth.

According to the organizers of the exhibition, past China International Home Textile Exhibition On the other hand, foreign home textile brands do not have much fancy dress when they design their booths. They even comply with the display strategy of the product characteristics with the design style of the booth. Foreign exhibitors generally believe that the booth is for the product. However, the layout methods of home textile brand are quite different. They are more accustomed to dress up the booth very luxuriously. The final result is that the enterprise spends a lot of money on the design and construction of the booth, but the brand has little effect.

Innovative design ideas

Since the beginning of its development, the production technology of Chinese textile enterprises has been comparable to those of home textile enterprises in Europe and the United States, but there is still a big gap in the sense of innovation and development capacity with foreign home textile enterprises. European home textile enterprises pay more attention to the serialization design of color and category in product design. In this respect, the home textile brands have excellent CK and ESPRIT. They pay more attention to the feeling of home in the design of home textile products. They are individualized, humane, no embroidery and lace, no bright beads and layers of yarn, no red and green colors, or even very special styles, but the products give consumers a warm feeling. In China's home textile market, the home textile product design presents an unprecedented bustling scene, from luxurious European patterns to simple stripes, from big flowers to lace embroidery and beads, and home textile products are rich in style, but appear somewhat impetuous.

At this China international home textile exhibition, domestic Home textile enterprise We can feel the style of many famous foreign brands at zero distance, learn and draw on their product design concepts, and understand the latest fashion trends of the international textile industry.

Over the past two years, foreign market consumption has been sluggish, and overseas home textile enterprises are very enthusiastic about the Chinese market. They come to participate in the exhibition, on the one hand, bring some new products and new design ideas; on the other hand, they also bring some pressure to the domestic enterprises. Because of the strong regional characteristics of some foreign products, it is very difficult for foreign brands to start the domestic market in a short time. This gives the domestic textile enterprises a buffer period. The director of the exhibition organizers said that China international home textile exhibition provided a platform for domestic enterprises to learn and communicate. Xu Liguo, planning manager of Jiangsu golden sun Textile Technology Co., Ltd. said, "I think it is very necessary for foreign enterprises to participate in the exhibition. Domestic enterprises should welcome both hands."

Unique brand positioning

The design concept is an important factor in building brand, and the perfect marketing channel system is an important guarantee for the successful operation of the brand.

Foreign brand marketing mode is mainly based on brand stores, shops, stores and wholesale. The diversified domestic market makes the domestic textile enterprises adopt many combination marketing modes.

The brand building of foreign textile enterprises is based on the principle of success. It enriches the brand culture connotation in the process of enterprise growth. After years of accumulation, the brand characteristics and unique brand concept are naturally formed. In contrast, Chinese textile enterprises are more likely to give birth to brands quickly. It is not known that haste makes waste.

Xu Liguo thinks: "whether it is marketing channel construction or brand promotion must conform to brand positioning. Brand positioning determines the marketing channel setting and brand promotion methods. There is no absolutely good marketing channel and promotion mode, but it is just not suitable for brand positioning. Domestic enterprises should not copy foreign brand marketing and promotion models. These models are not necessarily suitable for domestic textile enterprises. "

At present, domestic enterprises need to further define the brand and product positioning. Although domestic brands have their own positioning, many brands are identical. In fact, domestic consumption tends to be diversified, which requires brand segmentation. Xu Liguo believes that "based on their own positioning, study their target customer groups, understand the lifestyle and consumer psychology of brand target customers, is the current domestic enterprises need to learn from outstanding foreign brands."