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Home Textiles Also Need Brands With Low Thresholds.

2010/9/6 21:30:00 43

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Although home textile is a traditional industry, the real development time is not too long. The brand building of the domestic textile brand started relatively late, and it was also called bedding goods 10 years ago.

After 2000,

Home textiles

Entering a period of rapid development, a number of professional manufacturers with brand awareness have emerged. These enterprises have seized the opportunity to seize the opportunity, no matter in terms of brand awareness, reputation, market share and market share, such as brands such as rolle, fuanna, Meng Jie and violet Rolland.

Because the threshold of home textile entry is low, there is not much scientific and technological content, resulting in the industry in a certain period of time is more chaotic, in a certain period of time, the quality of the enterprises and practitioners who enter the home textile industry is not too high, especially home textiles is a new category of textile major categories, home textile design, management, marketing and other practitioners are pformed from clothing, home appliances and other mature industries; so far, no university has set up home textile design, home textile marketing and other specialized training professionals for the industry, it can be said that home textile industry is a rising industry, which has its immature side and its huge potential for development.

　　縱觀現(xiàn)在的家紡行業(yè)，還沒有出現(xiàn)一個真正意義上的全國性品牌，大家都有各自的強(qiáng)勢區(qū)域，也有自己顧及不到的或者是攻不進(jìn)去的區(qū)域，在市場占有率和銷量上與成熟的行業(yè)如家電、服裝等沒有辦法相比，家電、服裝行業(yè)幾十個億的企業(yè)都算小的企業(yè)了，但是在家紡行業(yè)有10個億銷售額的企業(yè)肯定能進(jìn)入前三甲了，正是因?yàn)榧壹徯袠I(yè)不是太成熟，所以利潤空間不錯，再加上家紡行業(yè)處在一個引導(dǎo)期，市場空間和潛力都比較大，在大的經(jīng)濟(jì)環(huán)境不是太景氣的情況下，一些成熟的行業(yè)由于市場已經(jīng)很規(guī)范，毛利率低，不可控風(fēng)險比較大，大家都看好家紡行業(yè)，許多企業(yè)紛紛進(jìn)入，如杉杉、鄂爾多斯等，國外很多企業(yè)由于受大的經(jīng)濟(jì)環(huán)境影響，同時也看重中國大陸市場的發(fā)展?jié)摿Γ瑖H品牌紛紛進(jìn)入中國市場，這些企業(yè)進(jìn)入中國市場無非兩種方式，一種就是授權(quán)給

China's existing home textile enterprises, such as Luo Lai home textiles Sheraton, violet GP, and so on.

Another way is to set up a branch in China and set up a marketing team to operate directly, such as AUSSINO.

In either way, the entry of foreign enterprises or foreign brands has intensified the competition in the home textile industry.

Now the home textile industry has entered a stage from chaos to governance. With the development of industry and the entry of new forces, the pattern of competition has gradually changed. With the introduction of the traditional professional home textile enterprises such as Luo Lai, Fu Anna, Meng Jie and other clothing enterprises, such as Shanshan and Ordos, and with the international environmental recession, the international textile brands such as Sheraton, CK, Esprithome, Eve Delen, broad court and TRUSSARDI-home have entered the Chinese market and become China.

Consumer

While bringing luxury international brand consumption, it also brings great competition and pressure to Chinese home textile enterprises.

Within two to three years, the domestic textile market will have a big change.

Some small and medium-sized home textile enterprises will face the situation of merger, elimination and bankruptcy.

Most of the traditional home textile brands adopt bright colors to conform to Chinese traditional aesthetic concepts.

Luo Lai,

Fuanna

Meng Jie, violet and other enterprises have their own uniqueness in the brand design style. Fuanna's big screen printing, violet's Italian style, Chinese embroidery and so on, are leading the development of China's home textiles.

In the sales channel, we must insist on walking on two legs, join in and take part in the development of both sides, and open up the counters in the brand stores and department stores.

Shanshan, Ordos and other home textile brands, with the help of group funds, talents, network and other advantages, integrate home textile style design, surface accessories research and development, brand operation, marketing, production and manufacturing in one body, franchised franchise chain operation mode and operation of the franchise chain, and promote marketing with a unified brand image and product image. This brings new competitiveness and new marketing ideas to the home textile market, and occupies a place in the home textile market.