Home Textile Brand: The Era Of Segmentation

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The main products of the exhibition are mainly bedding and cloth art. The exhibits are designed with natural environmental protection elements and unique flower patterns, which show the romantic and aesthetical beauty of American bed products.

Sha shark home textile this time with 2011 autumn and winter new products debut, the "new luxury" brand concept and style of clear interpretation.

Shah shark's firmness and confidence in his brand positioning and product design, and the interpretation of brand connotation, has attracted much attention in this exhibition.

The two brands of the exhibition left a deeper impression on reporters: one is a broad court with a low-key luxury style, and the other is a French idyllic style ARTILIVI.

And what impressed the reporters most was Zhu Enning, general manager of Beijing Yi Lian Jia Mei household products Co., Ltd., "we need to dig 100 meters deep in 1 meters wide". China's market is huge, but we must not squeeze it on one road. As long as we can achieve the ultimate goal in a market segmentation, it is enough to replace one style with another.

Italy broad court home textile is a representative of low-key luxury style. Its luxurious but not distinctive unique taste is very popular with the implicit Chinese.

Wide court, all products are made in Italy, 100% of Egypt's long staple cotton, reflects its luxurious quality and taste of life.

According to Li Yuan, manager of broad court marketing department, the luxury of wide court home textiles is reflected in its design details, such as laces are woven with Italy equipment instead of spliced out, and SWAROVSKI crystal is used for diamond insertion.

The gorgeous and colorful beds are perfectly integrated with the simple layout of the stand. The fashionable and casual design style makes a beautiful encounter in the golden autumn day with excellent quality home life.

Beijing Yi Lian Jiamei household products Co., Ltd.'s brand, delya, has always been a beautiful scenery of the exhibition with its consistent poetic, pastoral, aesthetical and natural style. In its nearly 100 booth, there is no French aesthetic aesthetic style, creating a unique flavor of fresh poetry.

Zhu Enning, general manager of the company, said: "the new product of thea has always adhered to the design style of" natural, pastoral, aesthetical and poetic ". The designer is good at acquiring the source of design in nature and will not cater for the popular style in the commercialized market. In addition to keeping the original style, every season's new product will also add some innovative elements to meet the personalized aesthetic needs of different groups.

At the home textile exhibition, she was once again popular among the minority brand.

It uses realistic product design and display design to outline a poetic and romantic home atmosphere. It sets aside the impetuous commercial market and touches people's hearts with a pastoral song.

The temperament of the company is also unique, elegant and tranquil.

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In recent years, the home textile industry has maintained a high growth trend, but the market competition is becoming increasingly fierce.

First, listed companies and famous brands such as Luo Lai and Meng Jie increase their brands, expand their product categories and speed up market expansion; two, a group of foreign trade home textile enterprises turn to the domestic market and seize market share; three, import brands are optimistic about the Chinese market, increase investment and strengthen terminal construction.

Against this background, with the increase of production costs of raw materials and labor and the scarcity of retail stores resources, the competition pressure of small and medium enterprises and new enterprises is increasing. If we do not make our own characteristics and have unique style and taste, it is hard to have a bright future.

Then, is it the only way to win a path that is the only way to win? Only by taking the high-end line and raising the price and grade of the product, of course, the answer is No.

In the past, high-end home textiles in the Chinese market were mainly imported products. Due to the long supply cycle of imported products, the long running time of localization operation, and the lack of flower design suited to the preferences of Chinese consumers, the development of China's home textile brand products was more developed. Many home textile brands made profits in the high-end market.

But if we are all high-end and high-grade, we will all compete on one road. It will become more and more difficult and the prospects for development will be worrying.

Moreover, some brands still have a big gap in the design and cultural details compared with the first-line brands. Upgrading grades is not to raise prices, but the grade must be matched with taste and quality.

It is like a small group of people such as the elegant people, and the brand with a unique style and moderate price makes consumers heartbeat, can win in the competition and get broader market space.

Therefore, it is worth learning, advocating and respectful to "dig 100 meters deep in one meter wide".