Inviting Merchants And Recruiting Cadres? From Home Textile Brand Competition Agents

A brand in the South

High quality channel resources highlight scarcity

In 2010, China's home textile market has gone through a period of rapid development.

According to incomplete statistics, the growth of China's home textile mainstream brand sales reached 30% in 2010, an increase of 15% over the same period last year, and the brand emergence rate (at the same time, counting the number of celebrities endorsed) increased by 10%.

The rapid development of home textile market and the rapid increase of home textile production and sales require stronger marketing.

As China's home textile market continues to grow and expand, with the expansion of its marketing network by new and old manufacturers, entrepreneurs realized that now it is more and more difficult to find a high quality home textile distributor who has independent brand and has certain sales management and after-sales service experience.

Even some international home textile giants who are newly landing in the Chinese market should invite some well-known home textile distributors to participate in bidding when building marketing channels.

What kind of upheaval has taken place in China's home textile market in recent years? What has changed the cooperative relationship between Chinese textile enterprises and distributors?

Yang Dayun, a strategic research expert of China's clothing and home textile industry, believes that the main reasons for these phenomena are: first, the birth of new home textile brands or the continuous establishment of new joint ventures -- the establishment of exclusive marketing channels for their own brands.

In recent years, China's home textile market has seen 30% rapid growth, which is in sharp contrast to the decline of the home textile market in Europe and the United States. The attractive market prospect has attracted more and more brands to emerge. The birth of every new brand means that enterprises should recruit home textile distributors nationwide, and agents will become the resources of home textile enterprises for a time. Two, the old brands are also expanding the network continuously.

Such as Shanghai role, Changsha Meng Jie, Shenzhen fuanna and other Chinese textile market brand is no longer satisfied with a city with only one agent.

With the growth of sales volume, these enterprises continue to expand their marketing network, making the competition for channels more intense. The three is the rapid growth of the market, attracting a lot of other industry capital to enter the home textile sales field, resulting in a mixed phenomenon in the industry.

Most of these new entrants have low management level and lack of after-sale service experience, leading to a decline in the overall quality of home textile sales industry, which highlights the tight channel of high-quality channel resources.

Medium and small cities need to improve channel quality

Along with the rapid development of China's home textile market, China's home textile marketing network and marketing personnel continue to rise, and the market continues to flourishing, which brings huge returns to most of the people who invest in home textile sales. Naturally, some people are willing to pay to develop home textile monopoly stores.

However, it is worrying that the emergence of a large number of stores can not change the overall quality level of China's home textile marketing channels, which is more prominent in small and medium-sized cities in China.

As we all know, the comprehensive quality of sales channels should be decided by two factors, including hardware (exhibition area, geographical location, product design, etc.) and software (management level, service experience, technical knowledge, etc.).

It is true that China's home textile marketing channels have made great progress in hardware infrastructure construction, but still lag behind the development of home textile market in software construction.

As Xu Hangjian, director of the China Textile Design Center, said, the difference between home textile consumption and ordinary daily necessities is that home textiles are products that are fashionable, aesthetic, fashionable and professional in integration.

Therefore, correctly guiding consumption and providing quality pre-sale, sale and after-sale services is the basic responsibility of home textile salesmen and home textile distributors.

However, China's colleges and universities have not set up home textile marketing major. In China's hundreds of thousands of people's home textile marketing army, more than 80% of the people do not have formal education in higher education institutions.

This determines the overall quality of China's home textile marketing channel is not high, and the quality of service is low.

Since its report on home textile industry, it has visited more than 20 provincial capitals and more than 40 home and textile markets in two small and medium-sized cities.

I remember in Jiangsu Xuzhou, Henan Shangqiu and Anhui Anqing, the reporter saw that only 1~2's regular home textile dealers (mostly from the original clothing store and wholesale store) came into being in the city. Most of the home textile distributors ran all the home textile products in China's home textile market in a less than 40 square meter place -- from towels to pillows, from bedding to cloth art, and there was nothing to sell.

Of course, they are unable to store too much inventory under the control of funds. Picture management is their most extensive marketing means. How can such service conditions effectively guarantee the interests of consumers? Therefore, we urgently hope that relevant sectors of the industry will introduce policies and measures as soon as possible, such as encouraging institutions to set up home textile marketing class, improving industry access threshold, strictly regulating the certification of home textile distributors, and conducting financial services training, so as to improve the overall level of home textile marketing channels.

Entering the 2011, the distribution channel of home textiles will have greater development, and the development of channels will inevitably lead to the development of related services such as consulting services, training services, commercial advertising services and other related industries.

At the same time, this will promote the further development of the home textile industry chain. Home textile company, market research company and management consulting company will push the battle for this channel to a climax.