Market Confusion &Nbsp; Embarrassing Survival -- Home Clothes: It'S Not Easy To Say Love You.

From the establishment of home furnishing Specialized Committee to the promotion of "home culture", the home clothes market is in a hot state.

In the past few years, even once triggered a household dress.

Behind the bustle is that some companies are trying to get rid of the water after they have tried their home clothes. After spending tens of millions of dollars, they can not see the waves and then leave.

This category is faced with an unpredictable market. A little carelessness may be the loss of a wife and a discount.

After several years of market operation, home furnishing clothes are still in a bland situation.

Except for some

Market chaos

As a derivative market in the clothing industry, home clothes can be said to have been fighting for a market share with sportswear, casual wear and other clothing categories from the day of birth. It was originally said that there was no family dress, but it was only called pajamas, and the clothes that lived at home.

Now, in order to widen the epitaxy of pajamas, a concept of home clothes is introduced.

Therefore, household clothes are to survive in pajamas and casual sewing.

Looking at the current home furnishing market, although some enterprises have operated for more than ten years, the market is still in a breeding period.

Although household clothing has been in operation in the market for several years, domestic consumers' understanding of the concept of home furnishing is still rather vague.

This is due to the ineffective promotion of the whole industry.

At the same time, home furnishing enterprises are in their own ranks. Some big enterprises are rigid in thinking, and the strength of emerging enterprises is not strong.

Under such circumstances, the home furnishing market is somewhat chaotic.

The lack of innovation and continuous investment in the brand cause the whole industry to have insufficient understanding of home clothes.

In addition, the product category and style are single, without its own brand personality and image; the low cost performance and the lack of publicity also restrict the development of home clothes.

From a large scale, consumers do not know enough about a category, which indicates that the market has little capacity.

If the household clothing consumption group is limited to the top of Pyramid.

So, these limited market capacity, is how many home clothing enterprises fight again, is also in a state of not enough to eat.

Of course, the difficulties faced by the development of home clothes are not limited to consumers' lack of awareness of the market, but also many other reasons, such as the lack of characteristics of the brand, the differentiation of products, and the inability of consumers to change their attitudes.

If the home furnishing business is still in a state of mind with the market, there is no prospect for the market to have any future prospects.

Survive in embarrassment

So, how does the home furnishing company look at the home furnishing market at this stage? Zhang Wentao, the brand marketing director of Guangzhou's high Caltech textiles (clothing) Co., Ltd. believes that home furnishing is a sunrise industry, which has great market development space and allure. The industry entry threshold is low, and the enterprises enter quickly, but the technical content of this category is not high.

Industry experts point out that for enterprises, to create home clothing brand, we must do three aspects of work: first, we must have a precise market positioning; two, enterprises must have independent product design strength; three, we must have a certain production capacity and provide timely supply for the terminal manufacturers.

There are many new brands of home furnishing clothes in the market every year, whether in high grade or low grade, the sales volume of each brand is increasing, so we can say that there are various channels and market space.

In addition, increasing the guidance and cultivation of consumers is the foundation for the development of household clothing market, and the market needs to be nurtured slowly.

"At present, the channel management mechanism of most domestic clothing enterprises is still not perfect. They often focus on marketing agents who manage other clothes. Some enterprises even produce products not to manage the market, which is very dangerous for the development of enterprises."

Peng Guifu, the president of the home furnishing Association, once pointed out the weakness of the compatibility of domestic clothing channels.

There are many channels for home clothes, and there are counters in stores, home furnishing clothes stores and shopping malls which run concurrently with underwear and socks. There is a situation in which marketing teams are not very stable. Some brands change their provinces every year, which is a shackle for brand development and industry development.

At present, domestic enterprises engaged in wholesale, agency and distribution of home furnishing are mostly enterprises formerly engaged in underwear, clothing or even other non clothing commodities, and have gone through business or simply run their own home clothes.

Because household clothing has different commodity characteristics, consumption characteristics, marketing characteristics and market operation characteristics, the channel compatibility ability is weaker.

As a result, there are not many intermediate distributors who are familiar with household clothing and its market operation. Many agents do not have the knowledge and ability to popularize household clothes.