Domestic Textile Industry Channel Innovation Is Imperative
In the early years of the twenty-first Century, home textiles concession
Franchise system
With the development of maturity, many home textile brands pay 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 instance, there are brand shops on the Internet.
Trace
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Home decoration, bank pformation Second Sales battlefield
To be exact, there are no more than two channels in the home textile 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 are from holidays.
Promotion
Annual anniversary and clearance sales promotion.
In the product structure of sales promotion activities, the sales volume of regular products 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 the high-end customer? Where should the home textile brand go?
Marketing channel
Mode, such as cooperation with home decoration companies and banks, opens up second "battlefields" outside the exclusive stores, which is very important for brand mining 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 consumers may not be able to live in luxury homes and open BMW, but 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 in the way of home textile gift group buying, especially the Kotani Kawa brand of Nanjing's Thai oath, which has become a well-known home textiles in China.
Group buying brand
To realize the branding of home textile group buying.
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, which is directly managed by the enterprise market department. The market department designate the regional chief representative in every region to carry out dynamic management, and use the walking management instead of the branch or office management to improve the management efficiency.
resource sharing
On the basis of the realization of focus, the management of the channel will get twice the result with half the effort.
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