Who Is Sitting On The Terminal Wealth?

In recent years, the voice of exploring marketing channels is endless.

Innovation of network marketing under Taobao mode

The home textile industry has entered the white hot stage. How to enlarge the brand effect, occupy more market share and establish its own channel mode becomes the key.

The author believes that it is particularly important to establish self channel expansion, especially in the network channel, in the traditional channels dominated by special stores and shopping malls.

At present, the paction volume of Taobao mall in the past 1 years has exceeded 600 billion yuan. If the home textile enterprise does not occupy such a big market, it will be unfavourable to the development of the enterprise itself.

Nowadays, famous brands such as mercury home textiles and other representative industries have long been in the Taobao mall, and it is worth noting that in August 30, 2010, Bo Yang home textile made an amazing record of more than 4 million 270 thousand yuan per day, becoming the sales champion of Taobao mall.

During the "singles day" in November 11th this year, Bo Yang home textile broke through the record set up last year. On the same day, the Bo Yang holding group achieved an order of more than 100 million yuan, and paid more than 80 million yuan on that day. The number of orders on the same day was over 60 million yuan, and the payment was over 40 million yuan, which once again won the first place in online shopping.

The reason for this success is that Bo Yang has established an independent e-commerce company and is responsible for the sales and promotion of Bo Yang home textile on the Internet. This provides organizational guarantee and financial guarantee for achieving good results.

At the same time, Bo Yang home textile also established official flagship stores on all well-known websites, occupied the mainstream network channels and markets, and established a wide range of word-of-mouth and consumer groups through network virus pmission, thereby driving the surge in sales volume.

Similarly, through the construction of its own electronic mall, with the help of the network platform, there is also a home textile company based on foreign trade in Xiamen. In order to achieve a breakthrough in domestic sales, the company set up its own operation center in Shanghai, and built an e-commerce sales website. Through large-scale network dissemination and newspaper soft language dissemination, only 4 pieces of pure cotton bed products sold more than 30 thousand sets in one year.

It can be seen that if enterprises fail to actively build their own network marketing platform, they will miss many opportunities for development.

In short, the key to continuous innovation of home textile enterprises is to keep pace with the times, find a breakthrough and take the lead in making efforts, so as to maintain their advantages in the next round of competition and lay a good foundation for the sustainable development of enterprises, especially for small and medium-sized textile enterprises.

Home textile enterprises test water electronic marketing

E-commerce is an unavoidable marketing field in twenty-first Century. From the first Taobao to eat this cake to make this cake big, a large number of high quality e-commerce companies such as Dangdang, Jingdong, Vinci, dream balsa and Martha Marceau have sprung up like mushrooms.

Can electronic commerce be able to thrive in the home textile industry?

Through careful analysis, the author believes that the home textile industry is very suitable for entering the e-commerce market, because we do not have the shelf life of cosmetics and food products, it is more difficult to store for a long time, nor is it like clothing shoes and hats. Fashion sense is too sensitive.

General consumers choose home textile products, mainly focusing on three aspects: color, pattern and texture. These purchase factors will not be discounted because of the long-distance virtual business pactions. The color pattern can make consumers feel intuitively through magnification, and the texture can also be understood by the consumers. So the home textile industry has advantages in product perception through e-commerce, but so far, brand enterprises have tried water in the field of electronic commerce, but most home textile enterprises do not attach great importance to the field of electric business. Some rising brands also sharpened their heads to go to the traditional "Red Sea" channel to get together, instead of looking for a new blue ocean through the way of e-commerce.

At the same time, home textile enterprises can also set up experience consumption under the network.

This is a good thing to learn from IKEA.

Entering IKEA, it really seems to be entering your home, with a new bed product on the props bed, allowing consumers to sit and lie down. Some of the consumers have been lying for a long time and are tired of shopping as a whole.

Therefore, businesses should not be distressed by the fact that the samples are being creased and messed up. We should know that from a sales point of view, the longer a customer stays in your shop, the longer the contact time with the product is, the higher the purchase rate.

Therefore, the sample is to buy bait, unwilling to give up children without the wolf, comfort and closeness are important factors that urge the consumers to pay for the home textile industry.

In recent years, the home textile roadshow has also been bustling up. Through the publicity of the golden section and the city square, the products that are still lying in the shop like a great lady are displayed on a large scale and vividly in a large number of public places. This is a great help to the overall sales of a region.

Especially when some new products with high technology content come out, it is not as important as to invite celebrities and TV commercials at a high price.

Crossover and mix up of home textile channel

The rapid development of China's urbanization and commercial real estate has accelerated the formation of industrial new towns and thematic business circles.

The functional orientation of the complex industry and the positioning of the market in the comprehensive body lead to further subdivision of the home textile market, especially the emergence of multi polar business circles, which makes the vertical industrial chain of the home textile market easier to integrate.

With the evolution of the function of Commerce and trade complex, the layout principle of "priority of industry status" in traditional home textile market has been replaced by the layout principle of "functional priority". The layout principle of "functional priority" has not only opened up the vertical channel of the home textile market, but also promoted the superposition of diversified industries, and laid the foundation for the construction of industrial new towns and thematic business circles.

At the same time, the emergence of the business complex has formed new market functions and channel space for business, exhibition, network, creativity, logistics and tourism, and has become a booster of "crossover" and "mashup" in the home textile market.

At present, there are new "crossover" channels in the home textile market: first, the cross-border market of home textile market and e-commerce, such as the Taobao mall love bee network recently opened in Beijing, the van gesso products home network, etc., the two is the cross-border market of home textile market and home building materials, such as red star, Hebei, Asia and so on, and three is the cross boundary between the home textile market and capital chain, such as the "nest nest home" shop opened in Shanghai recently, and Chengdu's "icing on the cake" home chain network city, etc., four is the cross-border market between home textile market and business tourism, for example, the Chengdu International Home Textile Expo purchasing center.

At the same time, there is a new "mix and match" in the home textile market.

The first is the mixture of home textile specialized market and retail mall, such as Tongxiang silk trading city; the two is the mixture of home textile theme market and franchised store, such as the integration of Chongqing international home textile city and many brands of home textiles; the three is the mixture of home textile comprehensive market and business headquarters, such as Shaoxing China Textile City and home textile creative center; four, the mixture of home textile industry market and Convention and exhibition logistics, such as Chengdu Home Textile City (Industrial Park) and Chengdu International Home Textile Expo purchasing center, Beijing Tianjin international trade port and logistics center.

The "crossover" and "mashup" of the home textile market channel are not only the result of the subdivision of the home textile market, but also the result of the innovation of the home textile market platform, and the result of the innovation of the home textile market channel.

Life hall or a trend

Ge Keming, general manager of Beijing Yucca dream home Museum

With the quickening pace of life and the improvement of living standards, the demand for one-stop shopping for household products is increasing. The limitations of bedding consumption make it impossible to become the main products of mainstream commercial formats such as clothing and cosmetics.

The fragmented distribution of bed brands and the few brands in shopping malls and supermarkets have gradually failed to meet the consumer demand. The bed selling mode has become the best way to break the bottleneck of home textile channels. It can not only enhance the power of enterprise restructuring, but also change people's consumption patterns. Therefore, the birth of home life museum is the product of channel development.

Now, the profit margins of China's textile industry are getting smaller and smaller. This is particularly necessary for channel innovation, and the innovation of channel lies in the combination and innovation of products.

The author thinks that as a bridge between enterprises and consumers, home living hall can promote national brand and advocate home textile culture, and can take the lead to break the bottleneck of the home textile industry channel, integrate and innovate products, and also help consumers understand and choose healthier and more environment-friendly products, so that the eco home textiles originally scattered in the corners of the shopping mall for small consumers can find a stable and large-scale sales channel.

Today, the market structure is changing constantly. In order to compete with stores or to get rid of the pressure from modern channels, the establishment of home textile hypermarkets is definitely a trend.

Moreover, the direct supply of enterprises, to a certain extent, has a price advantage.

If it can be like the "Suning" and "Gome" of the electrical appliance industry, a one-stop shopping platform will also be constructed in the home textile channel, which will be a great impetus to the development of home textile enterprises.

At present, some of the newly built life houses have begun to take shape, but they are still exploring.

However, it is certain that if a powerful distributor can control the channel, it will bring about the optimization and integration of channels, and open up a new way for the construction of home textile sales channels.

Seamless connection between online and offline

Meng Lingbin, director of business management center, Beijing love bee Technology Co., Ltd.

As we all know, the high rent of traditional channels and the large number of intermediate links lead to the continuous increase of the prices of single products. However, the B2C e-commerce has some problems such as poor experience and imperfect after-sale services. For the home textile products with the fabric of heroes, if we don't feel touch by hand, we can not know the quality of the products, which adds obstacles to the development of e-commerce in the home textile industry.

In order to break through the development dilemma of the entire home industry, Taobao mall has created the F2C mode to create a home experience Museum and realize seamless connection between the online and offline businesses.

In the love bee house, it prompts consumers to register as Taobao users first and then purchase products.

Although registration becomes a website user, it doesn't bother or pay any fees. However, this practice still strictly restricts the consumption group. The purpose is to maintain the online business of Taobao, and integrate the online shopping platform and offline experience platform.

In the early days of its creation, the love bee wave put forward the idea of "further development of China's electronic commerce", that is, to create a home e-business F2C mode (Factory to Consumer factory) that seamlessly connects online shopping and offline experience, and to provide consumers with products of direct sales.

Through cooperation with high-quality enterprises directly from the origin, the love bee house can reduce the intermediate links, give profits to consumers, and achieve the win-win situation of producers, channels and consumers.

If the brand has a reputation in Taobao mall, it can display in the love bee house experience Museum. In fact, it has no need to find too many stores in the Beijing area. This will not only save the cost of opening a shop, but also save a lot of publicity costs.

On the one hand, the home experience Museum hopes to solve the problems that online can not experience. On the other hand, it can optimize the platform and optimize the factory profits.