Secret Behind The Brand Of Household Clothes

We selected snow snow fairy, new world family, ETTA (Emmett), Connie and other 4 most representative brands as a case, using these four cases to analyze "

Snow Fairy brand, as the representative of the brand of the old generation household clothes, is a microcosm of the development of the whole household clothing market.

After the development of the so-called home furnishing clothes at different stages, such as the climax and the decline, the appearance of the pajamas brand is the pition period of the domestic pajamas brand to the home clothes.

From the wholesale mode of the original family workshop, the front shop and the back factory, and then with the sprout of some simple brand consciousness, and then gradually turning to the operation of brand and regularization, the brand is basically on the track of a healthy development. However, because of the shrinking of the household clothes in the mainstream department store system and the deterioration of the foreign trade market, snow fairy was once in deep trouble. Although it has changed, it has been extremely strenuous at any rate. In order to get out of this predicament, it has been deeply involved in the painful exploration of the brand pformation.

The significance of the new family brand as a case is that it is in the new and old alternation, benefiting from the industrial base of the tide brand, having the congenital conditions such as the convenience of supply organization, and having the advantage of an old brand like Xue Xianli. When it sees the defects of the old brand, it makes appropriate adjustments for its own development.

As the home clothing market suffers from the suppression of bra and routine underwear category, it has made the initiative to make a change, breaking a piece of cake into several brands to carry out multi brand extension of different categories. It seems to find a sustainable development path for the brand. However, its brand is always only a supplement to the underwear comprehensive store and the combination store in the circulation channel. Therefore, how to define the positioning of different brands, how to achieve long development and how to enhance the impact on the mainstream department store system is the difficult problem it has to face.

ETTA (Emmett) brand is a representative case of pure foreign trade enterprises in the pformation of domestic market, and its own problems are deeply painful for countless similar brands.

After the lesson of the failure of the first wave of foreign trade enterprises pformation, ETTA (Emmett), as the second wave pformation representative enterprise, has made adjustments in many aspects, especially in the first wave of pformation enterprises widespread product acclimatization, ETTA (Emmett) has made beneficial changes, and has achieved results.

But the key is that its product has only bright spots but no absolute advantage. It has always been called "good or bad", and it has been sticking to the unique thinking mode of foreign trade enterprises.

Connie, the national brand of China's first generation home furnishing clothes, "China famous brand", "national inspection free" and "China's 500 most valuable brand" and many other halo industry leaders are now fading away.

It can be said that Conia was sold and opened the prelude to the integration of domestic household clothes market. The Conia incident became a landmark event in the domestic clothing industry: the development of the home clothes market will usher in a new pattern. With the intensification of this industry consolidation, more brands will disappear from the market or be incorporated or withdrawn from the market.

Based on the analysis of the above 4 cases, it is not difficult for us to find out a few reasons for the brand dilemma of home furnishing brands.

{page_break}

1. brand positioning lightning assimilation

Brand positioning lacks clear strategy. Its outstanding performance is that there is no effective differentiation strategy. These brands are very similar in positioning, price, consumer groups, channels, terminals, promotion, and lack of distinct brand personality and characteristics.

Because positioning is vague or identical, they can not find a niche market, nor can they seize the "mind" of consumers who segment market targets.

Although the industry brand also has a certain understanding of this, and has made some changes or attempts, for example, snow fairy positioning it as "life dress", and other brands to a certain extent, but in the specific operation, not in product, communication and so on, it is equivalent to the actual operation will be abandoned; ETTA (Emmett) brand has been unable to find suitable for its brand development positioning, it is simply summarized as: non ordinary household clothes, this position is quite vague and vague.

2. lack of brand building concept

It is mainly manifested in following and imitating the practice of "SANYO doctrine" in other industries, including "foreign names, foreign models and foreign registered places".

For example, snow fairy and new world family are known as French brands, from French customs; ETTA (Emmett), known as international brands, and so on, these vague ideas and strong packing practices have not played a very good role in the actual brand operation, but are increasingly questioned by the market.

3. lack of core marketing team

The frequent loss of marketers and the failure to establish effective marketing teams are the most critical areas of home service industry.

Because there is no effective, scientific and feasible human resource system within the enterprise, it is a loss of the system guarantee for the construction of marketing team.

4. lack of core strengths

In the serious homogenization of products, channels, operations, and promotion, the brand of home furnishing clothes has not excavated and nurture the core competitive advantage of its own brand, which is an urgent proposition faced by home furnishing brands.