Innovation Direction Of Home Textile Marketing And Terminal Mode

At present, the research and design level of thousands of domestic and foreign brands in the home textile market is limited, and the sales channels are also dominated by chain stores, shops, supermarkets or wholesale markets. The homogenization of product design, brand culture communication, sales terminals and market positioning is serious.

The home textile brand in the domestic market either goes to the high-end and elite brand line: the terminal marketing mode of "franchised chain Monopoly + Super commercial counters", luxurious and luxurious storefront decoration, all the bosses, business personages, and senior white-collar workers. The small four piece set sells for about 600 yuan, the mainstream price is several thousand yuan, the high price product is often tens of thousands of yuan, or the low price circulation:

It can be seen that the competition in the home textile market is concentrated at the two ends, but the majority of the ordinary people who want to spend are outside the door.

In China, the middle-income working class accounts for 15% to 20% of the population. They pay more attention to the taste of life, consume more rationally, and have a great demand for medium grade home textiles.

Although the demand for popular home textiles has attracted the attention of brands such as southern bedding, Lafaso, Oriental embroidery and so on, but in the attack of elite brands and low-end brands, these mid-range brands still lack effective operation mode to open and satisfy the market, so they are still fragile.

Many famous brands of home textiles have joined.

Ideas determine the way out.

When most home textile enterprises and businesses are still selling passively, who can take the lead in attacking, reform marketing ideas and ways, and enable terminals and products to live up, who will be able to seize the opportunity and make great profits and open up their own "blue ocean".

At this stage, all brand investment is CBD Open Super counters and stores. Fierce competition makes it impossible for the franchisees to sacrifice their profits. However, the high operating cost makes more and more franchisees in a state of no profit or loss, and the investment profit margin is getting lower and lower.

Take retail supermarkets such as WAL-MART as an example, the reform of the format of international hypermarkets is centered around the concept of community service and community stores, and the popular "slim down" group is stationed in the community to establish small and sophisticated convenience stores.

This undoubtedly represents a major development direction of the retail industry in the future.

In today's society, community is not only a simple residential area for urban residents, but also an independent living area integrating commerce, medical treatment, education and service.

A community store is located at the crowded area of the community (or street) Business District, public service center, convenient service area and surrounding traffic arteries. The main intermediate household textile products, which are necessary for daily life, conform to the community residents' habit of buying household daily necessities in the near future, and save time and convenience, and make quick and convenient objective demands. At the same time, they also make up for the blank of home textile industry terminal management.