Under The Unfavorable Market Environment, &Nbsp, Home Textiles, Where To Find Breakthroughs?

The market is always unpredictable. This year, it is facing various unfavorable market conditions such as RMB appreciation, rising raw materials and shortage of labor.

Faced with these unfavorable factors, where should home textile enterprises find breakthroughs?

Suppliers should segment the market.

Shanghai spring department store commodity manager Song Weiguo

When undertaking large-scale procurement pactions, buyers may not choose famous brand products, so long as they are large and standardized products, they will consider it.

The key is not whether the brand is based, but whether its business philosophy can match the shopping mall.

Each shopping mall has its own product positioning, and the product that meets the requirements is the first choice for the purchaser. Besides, the supplier with the same target group and customer group is the choice of the buyer.

Big brands are good, but if they fail to meet the market positioning and business philosophy, buyers generally choose to give up.

From this point of view, buyers prefer the supplier with the same development concept instead of considering brand factors only.

When I attended the China international home textile exhibition last year, I communicated with several leading suppliers of brand names, and they lacked understanding of their products, service measures, brand concepts and cultural orientation.

When I asked a little more depth, they couldn't answer. In the final analysis, the training of enterprises was not in place.

Of course, it will affect the performance of enterprises.

Service and preferential measures are also important contents of our investigation. At the exhibition, I find that many enterprises' marketing strategies seem very "thick".

The living habits, consumption level and product demand of each place are different.

Some enterprises have branches in the whole country. Although their brands are very famous, they have not been subdivided into the market. It is not realistic to gain profits by marketing this kind of "rough line" in the whole country.

Marketing planning

Li Song, general manager of Chengdu Liang Hui Cheng furniture shopping mall Co., Ltd.

Compared with foreign countries, curtain products in China are more competitive both in terms of price and quality.

However, there are still worries about the development of the industry. In the curtain Market, marketing means are single and homogenization is serious. The competition among enterprises still stays on the price, resulting in confusion in the market, weak brand awareness, and no mention of quality service.

Buyers will pay more attention to the market protection mechanism of curtain enterprises for future breakthroughs.

If curtain suppliers can protect their dealers in product service and marketing means, and have a good planning and management mechanism for the market, buyers will consider working with the enterprise.

In terms of the quality of curtain products, the buyers prefer the differentiated business.

Enterprises can not drift with the tide, to create their own style of products, many curtain enterprises are lacking in this regard.

I hope curtain enterprises can attach importance to brand building and create an orderly market. That is why an orderly market is not created by several enterprises. Most enterprises need this awareness and orderly market can be formed.

The way of business and business philosophy of suppliers are also important parts for buyers to consider whether they can cooperate with them. For example, product size, weight and price should be taken into account.