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Who Is The High-End Customer? Innovation Channel Of Home Textile Industry

2011/8/25 13:35:00 42

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In the early years of the twenty-first Century, with the maturing of the home textile franchise system, many home textile brands paid more and more attention to the establishment of exclusive stores.

However, sales of franchised stores are not as good as expected, and store stores are usually located on the top floor or underground of shopping malls, which greatly affect sales performance.

Since 2006, home textiles channels have been changing to diversified and multi-channel channels. For example, the opening of stores on the Internet, there are signs of home textile brands in the building materials furniture stores such as red star, Mei Kai Long and incredibly home.

Home decoration, bank pformation Second Sales battlefield

To be exact,

Home textiles

There are no more than two channels in the industry: retail channels and group buying channels.

Retail channels are mainly represented by single stores, including store stores (shopping malls, building materials City, home Museum), exclusive stores and online stores.

The key to achieve the above store sales is passenger flow, customer unit price and paction rate.

At present, the main concerns of home textile retailing are in the store, and 60% of the sales in the store come from holiday promotion, anniversary celebration and clearance decoration sales promotion.

Sales in promotional activities

product

In the structure, the sales volume of regular goods is often less than 10%, which makes the unit price of passengers significantly reduced, and the profits of franchisees are seriously affected.

The proportion of sales of wedding and relocation products often accounts for about 55%~70%, and seize these two sources of customers is equivalent to seize sales.

At present, the main sales of franchised stores come from promotional discounts and gift giving activities, while the paction rate has increased while the unit price has dropped.

It can be seen that the sales function of franchised stores is gradually weakening, and the more important function is brand display and logistics distribution.

Therefore, in order to raise the sales volume of positive prices and raise the interest rate of single stores, we must increase the proportion of wedding, relocation and gift giving products.

The sale of new home textiles and high-end products directly determines the profit margins of the shops. Therefore, it is very important to find the high-end customers.

Who is a high-end customer? Where should the home textile brand go? Choose new marketing channel models, such as cooperation with home decoration companies and banks, and open up second "battlefields" outside the exclusive stores. It is very important for the brand to tap potential customers.

The opinions of designers of home decoration companies play an important role in guiding consumers, firmly grasp the hearts of home decoration designers, and use this kind of word of mouth marketing effect to intercept customers in the decoration process, thus improving the sales volume of wedding and moving products.

In addition, bank VIP customers also bring business opportunities to brands.

Powerful

consumption

Those who do not necessarily want to live in luxury houses and open BMW, and those who have sufficient bank deposits must be strong consumers. Therefore, for those who are target consumers, bank financial managers have the most say.

By grasping the bank VIP customers, we can further contact with customers who have the ability to consume.

In many families, financial management is often women, because women have a natural preference for home textiles, which brings opportunities to brand marketing.

Through communication with banks, the brand can recommend targeted products to bank VIP customers, which can greatly mobilize their enthusiasm for consumption.

It is very important to recommend in what way. At present, a very effective way is signing sales.

Gift and customized group buying growth

How does the home textile product change the limitations of the existing sales situation? Group buying has become another indispensable channel.

The brand should build an efficient group buying public relations department, and create "three products (gifts, souvenirs, collectibles") for group buying, group buying and customized group buying to achieve the time dislocation marketing, and turn the wardrobe of consumers into the terminal micro warehouse of home textile enterprises.

At the same time, the key enterprises and institutions and special cooperative units should be set up as the key objectives of group buying public relations, so as to establish long-term and effective cooperation and break through the predicament of home textile marketing.

Nanjing Taisho technology and Beijing Yi Lian home textile have played a good exemplary role in the industry, especially the Kotani Kawa brand of Nanjing's Thai oath. It has become a well-known brand of home textile group buying, and has realized the branding of home textile group buying.

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It can be seen that the change of home textile channel is changed according to the different consumption purpose of the target consumer.

Along with the development of the industry, there is a coexistence of traditional channels and new channels in home textile circulation.

A leading brand, a high quality franchisee who has absolute superiority in capital strength and sales experience, has seized the most advantageous terminal location in large quality shopping malls, and other brands can only share the remaining "leftovers" in the cup.

Most franchisees are relatively backward and some are unable to build an effective sales platform because of their capital problems.

For the home textile industry, it is very important to strengthen the marketing function of the Ministry of investment and focus on marketing.

In a certain area, a fixed agent is selected and directly managed by the enterprise market department. The market department designate the regional chief representative in every region to carry out dynamic management. Instead of branch offices or offices management by walking management, the management efficiency is improved, and the focus is achieved on the basis of resource sharing, thus achieving a multiplier effect on channel management.