How To Bloom The Flower Of Brand In Home Furnishing Industry

With the development of China's economy, household clothes, imported from pajamas, have sprouted in the domestic market and gradually developed into a vibrant garment sub industry, which once formed a tripartite pattern with bra and conventional underwear.

More because western fashion home life concept has been gradually accepted by the Chinese people, the petty bourgeoisie sentiment has been revived again in the Chinese mainland.

Driven by a variety of forces, the domestic clothing market is on the one hand even more prosperous, and on the other hand, competition has suddenly intensified.

Many enterprises that have rushed to join the domestic clothing market have suffered a great blow when the brand foundation is not stable.

Some of the old brands, such as Connie and snow fairy, have also felt the pressure of market development, and have been looking for brands to break through.

When Connie was bought and reorganized

Pattern chapter

The home furnishing industry has the characteristics of cluster development. So far, there has not really been an influential national leading brand, and the market is still in the era of strong regional brand leadership.

Regional brand princes fighting for hegemony

Born in pajamas and gradually evolved from pajamas, household clothing has, to a certain extent, mentioned the pattern, level and competition of pajamas in a new height and field, and has given fashion, fashion, aesthetics and other elements.

The development of home clothes in China shows dynamic changes in time and location.

Industry pattern: the mainstream and the mainstream brands are the mainstream.

In the process of evolution and upgrading of pajamas to home clothes, the industry brands can make a difficult exploration.

As a traditional labor-intensive industry, home furnishing industry has the characteristics of cluster development. Therefore, several influential regional industrial plates have been formed in China. This is also closely related to the development level of textile industry, the opening hours, the technology and human resources.

1. tide brand

The tide brand is the most large-scale and largest market share brand in home furnishing clothing brand. Its representative brands include autumn deer, American Standard, snow fairy, new world family and so on. They are all developed in Chaoshan area, and later moved to Guangzhou or Shenzhen for various reasons, but these brands are deeply hit by Chaoshan area.

The tide brand has a profound impact on the development of domestic pajamas and home furnishing clothes. It can be said that pajamas have been able to form a three dimensional situation today and bra and conventional underwear.

The magic weapon that the tide brand takes the market is: low price and imitation money, which relies on the huge production capacity of the Chaoshan pajamas production base.

Of course, low price and imitation money also led the tide brand to always be at low price and low quality.

2. brand

Guangzhou is the center, including Foshan, Zhongshan, Dongguan and other places in the field of home clothing has also emerged a large number of brands, we call it the broad brand.

Among them, Connie, the first generation of real home clothes brands, once attracted the market's popularity. Later brands such as flowers and umbrellas, kevebron (Cave Brown) and Shu Ya developed well.

Most of the brand is extended from conventional underwear, bra and underwear. Its biggest advantage is to develop second-line or three line market relying on the circulation and wholesale channels of underwear market.

3. brand of Jiangsu and Zhejiang

In recent years, there have been some brands in Jiangsu, Zhejiang, Shanghai and three places, which have been very successful, like the top ones, but the main ones are mainly conventional underwear or thermal underwear, and the comprehensive strength of the household clothing market is under the widespread and the tide system.

To sum up, the home furnishing market is still a competition between the brand and the tide brands. Their development basically determines the pattern of the domestic clothing market in the future.

There are also some new brands like Sichuan (Duo cocoa location), Wuhan (cat's location) and Shandong area, but these areas haven't formed the aggregation of household clothing brands, so they can not become the mainstream of household clothes development.

Industry characteristics: strong regional brand era

To examine the quality of an industry market, we can see one or two from the development of its mainstream brands or leading brands.

At present, the household clothing industry is still a strong regional brand era, which basically presents the following characteristics.

(1) lack of national leading brands.

The most distinctive feature of the group is that they have no heads, regional brands compete for hegemony, and the industry has no leader brand.

The competition in the whole industry is chaotic and chaotic. Although Connie once had such an opportunity, he lost the opportunity to reach the leading brand of the country for various reasons.

(2) regional brands are mixed but not large.

Although there are many brands in the home furnishing market, they are only regional brands. They only have certain effects in specific areas, such as snow fairy in Shenzhen, autumn deer in Guangzhou, cat people in Wuhan, these brands occupy a certain share in the regional market, but there is still a lack of discourse power in the mainstream department store system.

(3) the home clothes market is gradually shrinking and marginalized.

As bra, conventional underwear and casual wear continue to suppress and encroach on the market share of household clothing brand, the influence and practical control of home clothing brand in mainstream department store system are gradually marginalized.

(4) serious "homogenization" competition.

Business owners dominate product design and development, mainly based on imitation and plagiarism, resulting in a low level competition in the brand of household clothes.

(5) the brand image of home furnishing is low and non mainstream.

Despite fierce competition in the market, the image of home furnishing brand is still lagging behind, mainly in the promotion and publicity, which is limited to industry media, professional customers, and lack of effective brand promotion in mass media, so that consumers' understanding of home clothing industry and its brand is still in the pajamas stage.

(6) lose control of the terminal.

After household clothing gradually becomes a supplementary category of terminal underwear comprehensive store, the brand loses control of terminal management, which is also the internal reason for many home furnishing brands to build their own terminal stores.

It is based on the characteristics of the above industry that the domestic clothing industry is deeply trapped in the dilemma of "brand difficulties", and this "brand sleepiness" is the most prominent sector of the household clothing industry. It is a bottleneck for the home clothes brand and a shackle for further development.

Question section

The difficulties of category, management and profitability make the brand value of home clothes run away, and the whole industry has "thousand cards and one side".

The Red Sea dilemma of "thousand cards and one side"

As mentioned above, the brand of home furnishing clothes is deeply in the mire of "homogenization" competition. This homogenization is not only reflected in their product development, but also has the same problems in channels, management, operation mode and so on, which leads to the phenomenon of "thousand cards side", "thousand sides" and "thousand shops side", which is reflected in the terminal as a symptom of "promotion fatigue", which also urges the home service market to be a red sea.

The author mainly points out the main problems existing in the industry from the aspects of category characteristics, management mechanism and profit mode.

Category difficulty

In the category, terminal, channel and other aspects of the plight, so that a single category of home clothing brand can not guarantee their own profits.

1. category is suppressed

As a kind of clothing under indoor specific environment, household clothing is subject to specific restrictions on its design, fabric and category. In market competition, it is also suppressed by the effective extension of bra, regular underwear and even casual clothes to household clothes.

(1) brassiere brand, Ann Li Fang, love, Manifen, and other brassiere brands of large and small sizes have made positive adjustments in the category extension of household clothing. Basically, according to the brand's own characteristics, 20~30 different styles of home furnishing clothes will be introduced.

(2) pure underwear brand enterprises for their own development will gradually extend the category to home clothes, the three guns of conventional underwear, pleasant and sports underwear HOSA is also the same.

(3) warm underwear in order to change the seasonal adverse factors, in order to have the four seasons products also extended to launch home clothing products.

(4) pregnant women's clothing brand, like Hui Bao, November mommy and so on have different quantity of household clothes category.

(5) the extension of the leisure clothing brand to the household clothing category, like the American state has planned to enter the underwear market; the uniforms of the uniforms of the uniqo.

These brands have an advantage in popularity, image, terminal sales, and mental occupancy of consumers. Therefore, the brand of household clothing brand is gradually squeezed out of the mainstream department store system, leaving the location of the home clothes brand in the department store's underwear area and gradually reducing its location.

2. the terminal becomes a supplement.

The brand market of household clothing gradually shrinks, and can only develop to the two or three line market in the process of marginalization. However, the underwear comprehensive store at the terminal can bring profits to the shopkeeper only in the category of bra, regular underwear, socks and so on, and the household clothing can only be used as a supplementary category.

For example, in order not to become a "lamb to be slaughtered" in the shopping mall, the new family family moved the center of gravity of the channel to the wholesale distribution channel, and vigorously developed the two or three line market. Although it has achieved good results, it has gradually reduced to the terminal of the circulation channel, the supplement class of the underwear comprehensive store, and has always been unable to get rid of the embarrassment that the single category household clothes can not support an exclusive store independently.

This is also the situation that all the brands of home furnishing garments that are going through wholesale distribution channels have encountered. The brands such as autumn deer, American Standard, Xue Xianli and so on are no exception.

This is extremely bad for the brand: first, the image of the brand can not be established effectively; secondly, the category of the product can not be adequately displayed and displayed; thirdly, it can not effectively control the terminal operation.

3., the cost of channel construction is high.

In the mainstream consumer channel department store system in China, the brand of household clothing gradually shrank and marginalized, which can be seen from the brand selection and layout of department store underwear area.

In the department store investment planning, the first consideration is the first and second line brands of brassiere, such as Ttiumph, Wacoal, Ann Li Fang, admired, munie, finy, and so on. Secondly, there are several conventional underwear, such as three guns, good and cool, and so on, while the narrow and remote location is left to the home clothes, and only one or two brands are located. So the brands of several home furnishing brands are now sharpening their heads and trying to squeeze into the mall.

For example, in order to maintain the relationship in the department store system, Xue Xianli paid high public relations fees on the one hand. On the other hand, in order to make the sales performance conform to the "flat effect" assessment and bottom sale of the shopping malls, it can only continue to promote sales, forming a situation of "promotion fatigue", which promotes but does not sell, does not promote and lag.

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Management difficulties

Home furnishing industry started in small workshops. After years of market economy baptism, the industry gradually shifted from simple and extensive "front shop to factory" to brand operation, but business management has not kept pace with the development of market or brand.

All the decisions and examinations of the enterprise are set up by the boss, and personnel administration, product development, market operation, activity planning, and channel development are all the boss's own decisions. We generalize this phenomenon in family business management in one word, that is, the "single core management mode", which is characterized by the fact that only a boss's brain is functioning effectively within the enterprise.

For example, the ETTA (Emmett) brand takes a single line connection in management, and all the people in the company communicate with the boss single line. All decisions and instructions are issued by the boss single line, and all the results are evaluated by the boss.

This leads to a strange phenomenon: all the people in the company are waiting for the boss's instructions, without the instructions of the boss, they will not know what to do next.

Conia was bought and reorganized, and insiders commented that this is closely related to the boss's family management mode: first, professional managers who really know the industry can not play a role in the enterprise; secondly, there is a lack of a selection, supervision and assessment mechanism, which is decided only by the boss's preferences when recruiting people; third, they can not hear different opinions within the enterprise, and the boss hears all praise songs.

It is extremely dangerous for a brand to keep its market acumen and make quick response. Therefore, it is inevitable to make wrong judgments, resulting in the failure of the brand in the market.

Profit trap

In the home furnishing industry, there are few single brands that sell over 100 million yuan, most of which are hovering at the sales level of 50 million yuan to 80 million yuan.

Therefore, the salary level of the whole home service industry is hard to compare with bra and conventional underwear. This also reflects from one aspect why the home service industry can not cultivate its own industry managers, nor can it attract the professional managers with high quality in other industries.

In addition to being influenced by factors such as category, management and so on, the difficulty of the profit of home clothing brand comes from the rise of cost and the ability to lose the "positive price sale" at the terminal.

1. rising costs in the context of inflation

The direct impact of inflation is the rise in the cost of products, especially in the home furnishing industry with cotton fabric as the main material. It is pushed up by the price of cotton (20460, 10, 0.05%), and the gross profit of single products has declined. Up to the end of the draft, according to the latest cotton yarn market data, the 329 grade cotton quotation is 30800 yuan / ton (public inspection, the same below), 429 level offer 29800 yuan / ton, 428 level quotation is 29600 yuan / ton.

If you add taxes, personnel salaries, processing costs, operating costs, shopping malls, counters, shopping malls, discounts and promotions, the gross profit of household clothing items is very low.

2. the brand of household clothes lost the ability of "positive price sale".

Although prices are rising now, for enterprises, they are basically in the "meager profit era". Specifically, in the home furnishing industry, the terminals in the distribution channels and the lingerie general stores require not only the supply discount of the brand but also the low retail price, so as to attract consumers.

In department stores, not only do we need to collect expensive entry fees and discounts, but also require brands to take part in a series of discount promotions in the market. In the case of channel itself, we can only attract consumers by low price and single sales promotion means. For brands, what we lose is precisely the hematopoietic function that we can grow normally.

Therefore, we can see that regardless of which terminal, the home clothing brand has lost the ability of "positive price sale", that is to say, no discount sales can not basically form sales, which greatly weakened the profitability of the home clothing brand itself.

In order to ensure the sale of terminal, the brand itself is also doing various promotional activities involuntarily. Consumers have formed a wait-and-see mentality of "buying money to buy".

This not only reduces profit but also leads to the loss of brand value.

The brand can not make profits, and the boss can not earn money. Then, the improvement of manual treatment has become a hollow word, and the enterprise can not cultivate a truly useful core team.

Genesis

Why does the home furnishing industry have such a collective brand dilemma?

Why can we not get rid of the collective decline after such a fierce market competition?

Revealing the causes behind the "brand difficulties"

Lack of innovation consciousness, quick profit and quick profits, the shackles of family management, and the characteristics of the industry are the background of the brand predicament of home furnishing industry.

Besides, there are still some unknown reasons.

The following will be revealed through the case analysis of mainstream brands.

We choose snow snow fairy, new world family, ETTA (Emmett), Connie and other 4 most representative brands as a case, and use these four cases to analyze the causes of "brand distress".

Snow Fairy brand, as the representative of the brand of the old generation household clothes, is a microcosm of the development of the whole household clothing market.

After the development of the so-called home furnishing clothes at different stages, such as the climax and the decline, the appearance of the pajamas brand is the pition period of the domestic pajamas brand to the home clothes.

From the wholesale mode of the original family workshop, the front shop and the back factory, and then with the sprout of some simple brand consciousness, and then gradually turning to the operation of brand and regularization, the brand is basically on the track of a healthy development. However, because of the shrinking of the household clothes in the mainstream department store system and the deterioration of the foreign trade market, snow fairy was once in deep trouble. Although it has changed, it has been extremely strenuous at any rate. In order to get out of this predicament, it has been deeply involved in the painful exploration of the brand pformation.

The significance of the new family brand as a case is that it is in the new and old alternation, benefiting from the industrial base of the tide brand, having the congenital conditions such as the convenience of supply organization, and having the advantage of an old brand like Xue Xianli. When it sees the defects of the old brand, it makes appropriate adjustments for its own development.

As the home clothing market suffers from the suppression of bra and routine underwear category, it has made the initiative to make a change, breaking a piece of cake into several brands to carry out multi brand extension of different categories. It seems to find a sustainable development path for the brand. However, its brand is always only a supplement to the underwear comprehensive store and the combination store in the circulation channel. Therefore, how to define the positioning of different brands, how to achieve long development and how to enhance the impact on the mainstream department store system is the difficult problem it has to face.

ETTA (Emmett) brand is a representative case of pure foreign trade enterprises in the pformation of domestic market, and its own problems are deeply painful for countless similar brands.

After the lesson of the failure of the first wave of foreign trade enterprises pformation, ETTA (Emmett), as the second wave pformation representative enterprise, has made adjustments in many aspects, especially in the first wave of pformation enterprises widespread product acclimatization, ETTA (Emmett) has made beneficial changes, and has achieved results.

But the key is that its products only have bright spots but no absolute advantage. It has always been called "no good", and it has been sticking to the unique thinking mode of foreign trade enterprises, and simply classified the operation of the domestic market brand into a "short form" operation mode, which is a short board that it can not overcome.

Connie, the national brand of China's first generation home furnishing clothes, "China famous brand", "national inspection free" and "China's 500 most valuable brand" and many other halo industry leaders are now fading away.

It can be said that Conia was sold and opened the prelude to the integration of domestic household clothes market. The Conia incident became a landmark event in the domestic clothing industry: the development of the home clothes market will usher in a new pattern. With the intensification of this industry consolidation, more brands will disappear from the market or be incorporated or withdrawn from the market.

Based on the analysis of the above 4 cases, it is not difficult for us to find out a few reasons for the brand dilemma of home furnishing brands.

1. brand positioning lightning assimilation

Brand positioning lacks clear strategy. Its outstanding performance is that there is no effective differentiation strategy. These brands are very similar in positioning, price, consumer groups, channels, terminals, promotion, and lack of distinct brand personality and characteristics.

Because positioning is vague or identical, they can not find a niche market, nor can they seize the "mind" of consumers who segment market targets.

Although the industry brand also has a certain understanding of this, and has made some changes or attempts, for example, snow fairy positioning it as "life dress", and other brands to a certain extent, but in the specific operation, not in product, communication and so on, it is equivalent to the actual operation will be abandoned; ETTA (Emmett) brand has been unable to find suitable for its brand development positioning, it is simply summarized as: non ordinary household clothes, this position is quite vague and vague.

2. lack of brand building concept

It is mainly manifested in following and imitating the practice of "SANYO doctrine" in other industries, including "foreign names, foreign models and foreign registered places".

For example, snow fairy and new world family are known as French brands, from French customs; ETTA (Emmett), known as international brands, and so on, these vague ideas and strong packing practices have not played a very good role in the actual brand operation, but are increasingly questioned by the market.

3. lack of core marketing team

The frequent loss of marketers and the failure to establish effective marketing teams are the most critical areas of home service industry.

Because there is no effective, scientific and feasible human resource system within the enterprise, it is a loss of the system guarantee for the construction of marketing team.

4. lack of core strengths

In the serious homogenization of products, channels, operations, and promotion, the brand of home furnishing clothes has not excavated and nurture the core competitive advantage of its own brand, which is an urgent proposition faced by home furnishing brands.

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Dispel doubts

How to find the key to solve the problem of "brand difficulty" in home furnishing industry?

How does the brand competition of domestic clothing jump out of the "Red Sea" and find the "blue ocean"?

The breakthrough path of home clothes brand

The author thinks that the home clothing enterprises should carry out brand breakout from the following four aspects.

Path 1: Thinking Innovation

In his pursuit of excellence, Thomas Peters pointed out that either innovation or death.

This shows the importance of innovation for an enterprise and brand.

Local home furnishing brands are very lack of innovation. They simply understand innovation as fast selling their best selling products to the market. This simple and crude way has been unable to adapt to the development of market competition, thus inevitably suffering from "Waterloo".

How to make effective innovation in home furnishing industry?

First, we must innovate in the mode of thinking.

Enterprise bosses should break through the shackles of small workshop management, step out of their own small circle, use more open and inclusive thinking, recruit talents, and reserve enough talents for the development of brands.

Of course, the innovation of this mode of thinking should be innovative not only in terms of management, but also in product design and development, market operation and management, and brand image building.

Second, organizational structure must be innovating.

We should decentralize the organizational structure and dare to use professional managers in specific posts.

The boss should know how to delegate power and delegate power. Of course, we must "let go, not mess, manage but not die".

We should create a core team that is consistent with the development of enterprise brand, and strive to realize the vertical structure of enterprises, horizontal structure integration, decentralization of management system, standardization of business processes, marketization of operation mechanism and external linkage network.

Third, we must innovate the management system.

It is necessary to set the rules of the enterprise game according to the rules and regulations, and "manage enterprises according to law".

The innovative mode of thinking must plan an operational framework tool for the construction of brand core strengths. Only in this way can we find specific measures and ways of implementation for the cultivation of brand advantages.

Path two: category extension

To break through the restrictions on the design, style and fabric of home furnishing clothes in specific locations, the following strategies are available for reference.

First, the effective extension of fabric, such as color cotton as the selling point, has made some success; the old brand American brand takes the silk category as the brand new growth point; the new brand LINP flax living hall takes flax as the entry point, these are more innovative categories.

Second, the functional aspect is extended. The "cotton era" brand takes the health and nursing of fabrics as the breakthrough point to extend the category.

Third, the type extension, such as the fashion and leisure oriented brand, is breaking through the inherent thinking of home furnishing in product design, integrating the home clothes and leisure clothes.

These fabrics, whether they are fabrics, designs or functional appeals, are not designed to break the shackles of home furnishing products and go to the whole series. Therefore, their designs are more fashionable and diversified, and their categories are more abundant, which initially forms a differentiated product mix.

The advantages of this extension are: first, to solve the bottleneck that single category household clothes can not support a shop; multi category and a series of extensions effectively raise the price of customers; second, make consumers realize one-stop shopping for home life clothing products; third, underwear comprehensive stores and combination stores are the trend of underwear sales, instead of being reduced to supplement, it is better to follow the trend, and strive to become "home life clothing comprehensive service providers".

Path three: channel optimization

At present, there are three difficulties in the distribution of household clothing in terms of channels: first, the shrinking and marginalization of mainstream department stores; the two is the runaway channel sales terminal underwear comprehensive stores and combination stores out of control, becoming a supplement; three, many brands are crowded in the circulation channel, making the two or three line market become the "Red Sea".

Therefore, the channel optimization of home clothing brand needs to solve three problems: breaking through the high threshold of department stores, optimizing the traditional sales terminals, and mining new channels.

1. break through the high threshold of department stores

(1) setting up high-end brand image is a good way to improve negotiation with department stores.

In this regard, Conia's success is a good example. Conia once had strong brand appeal in department stores and even terminals. Shopping malls in the underwear area plan will give Conia a place.

The fundamental of brand image building is to excavate the spiritual connotation of the brand according to the characteristics of the brand itself, that is, to occupy the minds of consumers in the category of household clothes and cultivate loyal brand fans.

(2) familiarity with the rules of the game in department stores.

We should do a good job in public relations and customer maintenance, and according to the department store's "flat effect" assessment and guarantee requirements for the stationed brands, we should explore the sales potential of the brand in many ways and ways, improve sales performance and avoid being eliminated by the last.

2. optimization of traditional circulation channels

In the construction of traditional circulation channels, we must resolutely eliminate the sales terminals that have been reduced to complementary categories, such as underwear comprehensive stores and combinatorial stores, and eliminate the mode of replacing provinces and cities. With the concept of "home life clothing comprehensive service providers" to conduct investment operation, all franchised stores must carry out their own independent brand image, increase the construction of self owned stores, and conduct self marketing in key regional markets and key business circles, so as to cultivate the model market.

3. mining new network channels

The era of online shopping has arrived. The rise of online shopping market makes it possible for home clothes to break through the dilemma of traditional department stores and circulation channels, and there is already a successful case for reference.

A lot of home furnishing clothes on the Taobao network have been benefited from the development of the online market.

With the advantage of the online shopping market, the marketing tools such as novelty, good quality and low price, high quality service and quick updating of products have not only opened the online shopping market smoothly, but also set up a good brand image, such as the good reputation of the brand and the huge brand fans in Kang's company's home furnishing clothes, which smoothly cut into the "offline" traditional market, and realized the benign interaction between "online" and "offline", which has posed a considerable threat to traditional brands.

There are 3 main types of store operation in the online shopping market: online shop, shop on Taobao or Taobao mall; brand official mall, set up an independent brand B2C for its own operation; and the whole network marketing is to cooperate with other well-known B2C websites.

Brand operators can choose different online shopping modes according to their actual conditions.

Path four: profit increase

It is a common understanding in the industry to make money in the home furnishing industry. There are two reasons for not making money: first, the scale is not big; the two is the low profit of single products.

This shows the low added value of home furnishings brand, and how to change this situation?

First of all, we should increase input and use of new materials and technologies. We should strive to make new products in design and development, and form a competitive fist product mix to enhance the added value of products.

Only in this way can the price and profit level of a single product be raised.

Secondly, the establishment of a scientific price system, in the actual sales discount, promotions and other activities must follow and maintain the brand's price image, not allowed to discount at random, so as not to destroy the brand's image of high added value.

Thirdly, we should pay attention to brand communication and interact with target consumers with brand official micro-blog, blogs, forums, circles and so on. We will change the image of brand high value with the subtle operation of "moistening things silently" and change the minds of consumers.

Now, in the era of post financial crisis, various brands compete for the deer market. In this era, there are risks, competition, and pressure. But the same era also breeds new opportunities and new starting points.

The home furnishing industry is standing in front of such an era. All home furnishing brands have the opportunity to open this door and create their own brand brilliance.