Zhu Yuemin: How To Open The Window Of Future?

In recent years, there has been endless discussion about channels. After several years of precipitation, China's home textile industry has already had its own brands, such as Luo Lai, Meng LAN, Fu Tian, mercury, and fuanna.

However, the reputation of the brand is not equal to the profit. The single appeal and narrow channel of the brand appeal of the home textile industry make it difficult for many small and medium-sized textile brands to compete in the increasingly competitive market of homogeneous products.

Well,

Try big shop mode

Reporter: in the department store, the establishment of special districts and commercial streets to open stores is a channel marketing method jointly chosen by many home textile enterprises. This method can attract consumers' attention and purchase at the early stage of the home textile industry, and at the same time, it also promotes brand awareness.

But with the increasing number of manufacturers and the increasingly fierce competition in the home textile industry, the mode of this channel can expand smaller and smaller.

So how to widen channels and innovate marketing mode?

Zhu Yuemin: the big store mode is no longer new to the clothing industry in the textile industry, and there are already successful cases.

The founder of this model is not ZARA and H&M, but it is also successful in China.

Looking back at the present moment

From the perspective of consumer education, although the home textile industry has been developing for many years, the training of consumers' consumption concept is still lagging behind, which makes home textiles become durable goods, and also restricts the rapid development of the industry.

In today's environment where housing prices are high and the cost of decoration is high, if we guide consumers to choose the direction of soft decoration, let consumers know that the advantage of soft decoration is that they can spend less money to dress up the living room, and they can always be happy and old, so that the bedroom environment and the whole home environment often have new ideas, which will greatly benefit the family atmosphere and the feelings of the couple. It is also in line with the international fashion trend, and let those hard rigid decorations "stand aside" and replace them with all kinds of warm home textiles accessories.

Education is keeping up with the train of thought. Therefore, the management pattern of big shops can be said to be an extension of the concept of big home textiles, that is, the curtain, fabric sofa sets, wall decoration, bed products, towels, bath towels, household clothing, and small ornaments are all incorporated into the shops, so as to create a whole room atmosphere.

Diversified product selection, customized product services, meet the needs of consumers in all directions, and also enhance the product status of home textile products, making it no longer a complimentary gift for other furniture promotions.

Only such a large store mode can bring more value-added, and can stand out in the fierce competition of peers. It will leave the opponent behind in the form of "one-stop service".

Electronic commerce in water testing

Reporter: e-commerce is inevitable in twenty-first Century.

Zhu Yuemin: in fact, it is very suitable for the home textile industry to enter the e-commerce market. Because we don't have the shelf life like cosmetics or food products, it is more difficult to store for a long time, nor is it like clothing shoes and hats. Fashion sense is too sensitive.

General consumers choose home textile products, mainly focusing on three aspects: color, pattern and texture. These purchase factors will not be discounted because of the long-distance virtual business pactions. The color patterns can make consumers feel intuitively through magnification, and the texture can also be explained by text. Therefore, the home textile industry has advantages in product perception through e-commerce marketing, but so far, there are also brand enterprises in the field of electricity supplier testing, but most home textile enterprises do not attach great importance to the field of electricity supplier, especially as some post show brands, but also sharpen their heads in the traditional "Red Sea" channel to get together, instead of looking for a new continent through the way of e-commerce, looking for a new blue.

Increasing experience consumption

Reporter: the concept of experiential consumption has been put forward for many years. The food and clothing industry has been widely applied. However, there are few applications at home textile terminal. Why?

Zhu Yuemin: This is worth learning from IKEA.

Entering IKEA, it really seems to be entering your home, with a new bed product on the props bed, allowing consumers to sit and lie down. Some of the consumers have been lying for a long time and are tired of shopping as a whole.

Therefore, businesses should not be distressed by the fact that the samples are being creased and messed up. We should know that from a sales point of view, the longer a customer stays in your shop, the longer the contact time with the product is, the higher the purchase rate.

Therefore, the sample is to buy bait, unwilling to give up children without the wolf, comfort and closeness are important factors that urge the consumers to pay for the home textile industry.

In recent years, the home textile roadshow has also been bustling up. Through the publicity of the golden section and the city square, the products that are still lying in the shop like a great lady are displayed on a large scale and vividly in a large number of public places. This is a great help to the overall sales of a region.

Especially when some new products with high technology content come out, it is not as important as to invite celebrities and advertise in satellite TV instead of paying big price.