Shen Zhiyong: Innovation For Small And Medium Sized Textile Enterprises

The home textile industry has entered a stage of brand competition. The industry leader has emerged. But China's huge market share has attracted tens of thousands of enterprises to join the competition. With the intensification of market competition, the traditional large-scale investment mode of the home textile industry has been getting worse and worse, even if the terminal has been recruited, its wastage rate is quite serious.

Under such circumstances, how can we seize the resources of distributors and expand the channels for small and medium-sized enterprises without brand, lack of experience and lack of management? I think, as a small and medium-sized home textile enterprise, we are too weak to face strong competitors, but we have to compete with our strong competitors. What should we do?

Because the leader has a dominant position in the market, it is difficult to compete with it in the overall market.

However, we need to understand that the leader is leading because it has a predominant advantage in its core market.

As a latecomer, the most effective measure to participate in competition is to break the market voluntarily and create a predominant advantage in a certain way by disruptive innovation.

There are two kinds of innovation in investment promotion, one is innovation of investment prelude, the other is innovation of investment mode.

One, the innovation of investment prelude, the popular saying of "winning the investment" in the home textile industry, I think, rather than "winning the investment", it is better to say "winning the investment start", it seems to be able to tell the essence of marketing.

The art of war of Sun Tzu said, "before the battle, the number of victors in the temple will be counted."

To win the battle is to win the battle and win the battle at home.

Investment is also the same, 98% of investment is done at home.

There are no victorious generals in the world and no military advisor, but there is an investment strategy that is destined to win from the very beginning, and a brand that is destined to win from the very beginning.

1. The phenomenon of homogenization of new products to the home textile industry is very serious. Most of the enterprises do not have the ability of product innovation, so that everyone is squeezing on this single timber bridge on low-end products.

In fact, this is an opportunity for small and medium-sized home textile enterprises.

The home textile market is large enough, and there are many effective market segments.

If we want to succeed in business, the first step is to make product innovation. Only when products have the advantage of differentiation, can we have a sharp weapon to win the market. For dealers, they will see the future of the market, which is a very important bargaining chip for attracting the eye of the dealer in the actual investment process.

Generally speaking, the research and development of home textile products often focus on the design of flower pattern, pattern and color. This simple product innovation can not attract distributors.

Small and medium-sized home textile enterprises must find another way.

Personalization and interest are becoming the main trend of the development of home textile industry. Small batch, multi variety and specialization will become the main direction of home textile enterprises' next product development.

So the first Olympic clothing series was launched, and the first one introduced the concept of "Green Olympics" into the home textile industry; Roley's home textiles can come back to the top in the home textile industry and come back first, because it first turned to the stage of fashion, art, individuation and diversification of product design and research and development; and bamboo and bamboo furniture made of bamboo fiber as raw material to produce home textile products, and the main purpose of promoting "breathing ecological home textiles" is product innovation; Shanghai Cheng Jia Milk Technology Co., Ltd. pioneered the introduction of milk fiber into the home textile market. Heng Yuan Xiang became a sponsor of the 2008 Beijing Olympic Games.

2, marketing mode innovation, the marketing mode of home textile industry has lagged far behind the development of the industry, which has become the bottleneck of the development of home textile industry.

The innovation of marketing mode, for small and medium-sized home textile enterprises, can help small and medium-sized enterprises quickly establish their own competitive advantages, and thus quickly break through and rise rapidly.

When Roley home textiles is still in the wholesale market and business super market in most home textile enterprises, Roley home textile has built its own unique franchise chain franchise system, which is the innovation of marketing mode. At present, the marketing mode of the home textile industry is mainly based on the "expansion of channel quantity and extensive operation". Under such market background, it is undoubtedly the best way to kill a blood route with mode innovation by adopting appropriate channels and intensive farming and carrying out deeper channel management than competitors.

In the choice of market, we can adopt the method of "encircling the city by the countryside".

The existing household textiles brands are not well-known enough. Even the more influential fuanna, Meng Jie, Bo Yang, etc., have expanded their sales and popularity through the chain operation in recent years, and begun to invest more in advertising. But because they are all high priced brands, they know little about consumers who are more than 80% of the middle and city level cities in the country. Therefore, small and medium-sized home textile enterprises still have the opportunity to rise from the two or three line market.

In terms of channels, the current situation of home textile industry is the situation of traditional channels - shopping malls and new channels - monopoly stores coexist. Large domestic textile enterprises have occupied the advantageous position of major shopping malls. Small and medium-sized home textile enterprises can focus their efforts on the development of new channels.

However, home textile franchisees generally have disadvantages such as "higher entry fees, less intensive outlets, and less sales than traditional" for new channels. At this time, how to promote franchisees to open stores is the key to the success of mode innovation.

In the terminal construction, we also need preliminary intensive cultivation.

For example, purple roller home textile began to build terminal experience plan at the terminal. When consumers enter the store, the shopping guide will take out 10 times magnifying glass, ask customers to buy products with a magnifying glass, and say, "welcome appreciation, violet texture home textiles", instantly let customers feel the high quality and characteristics of the brand, and can see products with magnifying glass, not just goods, but works of art and fine works.

3, before the investment market, a sample market is established. With the market competition becoming more and more mature and intense, the market differentiation and the individuation of consumer demand are constantly changing. The competition among enterprises is homogenized, and products, marketing, advertising and promotion are all homogenized.

In the homogenized market, if we want to gain competitive advantage, we must jump out of the trap of homogenization.

But home textile enterprises generally do not have the core innovation ability in product and technology. Therefore, it seems a wise choice to jump out of homogeneity and put their eyes on the distribution channel.

Do not want to boil the whole ocean lightly. There is a regional market with different marketing environment in any kind of market. In view of the difference of marketing environment and state in every region of the market, it is necessary to selectively carry out distribution work, effectively concentrate all energy and resources to break through the regional market one by one. If enterprises concentrate their resources on the core regional market and concentrate all their strength on the local market, it is easy to make local markets, that is, to make the core regional market a prototype, and then reproduce the regional market with this method, expand the fruits of victory, and make the first place in many regional markets, so as to ensure that the enterprises get the leading position as a whole.

First, select the core customer dealers, and achieve mutually beneficial cooperation with them. Our view is to go to the right place to develop, first to eat meat and then to gnaw the bone, so long as we first take the offensive market in the market, first set an example, then go to globrand.com to attack other markets, then we can get twice the result with half the effort. Secondly, with the core distributors, we develop and build a regional retail terminal network to complete the construction of the marketing value chain; third, we must concentrate our resources, exert our product strength and brand power, and fight against our main competitors. At the same time, we will continuously provide our core customers with comprehensive support and services, and stick to the patrol terminal to achieve the control of the terminal.

In short, the core purpose of enterprises in the model market is to optimize the network, control the terminal and perfect the incentive mechanism, so as to achieve the goal of first and rolling replication in the region.

The establishment of a model market, in the extensive marketing of the home textile industry, is an alternative way of winning the innovation. It is also the most convincing evidence to attract distributors. The power of example is endless. The purpose of building a model market is to give the distributor an example.

Two, the innovation of investment mode 1, the innovation of investment media, the spread of traditional home textile brand investment (including the whole needle meeting) is mainly concentrated in four aspects: TV, newspaper, textile professional website and personnel investment.

Because home textiles belong to the industry that has just entered the market operation, distributors' audiences are distributed very dispersedly, and many dealers are in the process of pformation from other industry dealers to home textile distributors. Under such circumstances, it is difficult to achieve the results of simple TV and newspaper advertising.

The food industry has "new food" and "sugar and tobacco" magazine, which can be used as the main place for advertising investment.

However, the lack of mainstream professional publications in the home textile industry has led to a lot of waste in the advertising campaign of home textile enterprises.

For example, to make full use of the home textile era magazine to do business advertisement; second, to find a large investment platform, such as attending a full needle meeting, or participating in a professional Home Textile Expo, using this large dealer to assemble the platform to start business investment, it is much better than the enterprise to open the chamber of Commerce; third. When participating in the whole needle or Home Textile Expo, try to make full use of the exhibition media and on-site advertisements to attract distributors, this direct face to face advertising form has more investment effect; fourth, according to the relevant industry dealers' advertising advertisements, such as the use of fabric industry professional magazines and professional clothing magazines to make investment advertisements, so as to attract the dealers who want to switch careers. In view of this, the author suggests that in the investment of home textile enterprises, the following innovative media can be adopted: first, try to adopt the mainstream media of the industry.

2, create momentum: create a hallucination of a big brand. Another secret of inviting merchants is "hallucination of making big brands": what is brand? Brand is an illusion.

Products are real, brand is virtual, only real, not virtual, products are not sold well.

Products will not sell well, but products will not sell well if they are not good.

The operation of brand building is rational, and the effect of brand is perceptual. Brand is actually an illusion, just like music and wind, it seems invisible but actually exists.

The small and medium-sized enterprises in the home textile industry should be good at making hallucinations.

The manufacturing of this illusion is based on three aspects: first, brand packaging of enterprises and products; secondly, fine packaging of marketing mode and marketing team; and third, it is to invest in the investment site, so that it can become a bright spot in the whole field.

Moreover, this kind of investment is not only the input of capital, but also more importantly, it is necessary to innovate and make good use of it.

3. The key point of investment policy is to break through. Let's take a look at how the sports shoes industry similar to the home textile industry has made major breakthroughs through the investment policy: the sports shoes and clothing industry has been basically popularized in the shopping mall counters. Many shoe manufacturers in Jinjiang have adopted the exclusive store / store expansion plan under the name of "A shop project" to pform and upgrade the original circulation channels.

There are mainly two ways to "A shop project".

The first is to occupy the commanding heights of KA stores, the top one hundred shopping malls in the country.

At that time, the "enclosure" measures adopted by XTEP, Jordan and 31st degree were to enter a "100" shopping mall for more than one year. At the end of the year, they could enjoy at least 150 thousand yuan of special subsidies from the head office. The axe opened up the KA top channel for Jinjiang shoe industry's most difficult to reach, so that "famous brand stores" could enjoy both fame and wealth.

Another focus of the "A shop project" is the exclusive shop for pedestrian streets in the main business circles of the provincial capital cities and key prefecture level cities.

These franchised stores tend to have super popularity in the local area, such as Chengdu Chunxi Road, Shenyang Zhongjie and Taiyuan street, Changsha pedestrian street, etc., for this reason, the subsidy amount of each enterprise to this store is at least 50 thousand yuan.

The highlight of the A shop plan is that several brands have opened a store at the beginning and end of each pedestrian street and a section of the middle section to intercept consumers. It has made people feel that "sports brand shops are more than banks".

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