Home Textile Industry Draws Lessons From IKEA And ZARA

Since the beginning of the spring of 2012, under the situation of the stock market downturn, the market value of the three big tycoons, Roy, fuanna and Meng Jie, has shown the strong vitality and development potential of the industry.

However, in the terminal expansion mode, China Home textiles The industry as a whole has encountered bottlenecks and puzzles: channel construction is not good enough, terminal expansion is not enough, marketing mode needs to break through. Then, which direction should we consider in the mode innovation of home textile industry?

Inspiration from the outside world

In fact, there are two industries that are worth learning from. One is the clothing industry. Because of the relatively low threshold, it is always difficult for enterprises to grow bigger. But the ZARA of the global "fast fashion" wind vane, 2011 of its parent company INDITEX, has achieved sales of 9 billion euros, up 10% compared with the same period last year. In the period of financial crisis, H&M's after tax profits and sales performance also increased by 13%. The home textile industry is traditionally regarded as a durable goods industry. It is very difficult to make it bigger. Why does the home textile and clothing become bigger in the traditional confinement? Because IKEA subverts the durable consumer goods mode of the home industry, and ZARA subverts the classic fashion industry.

IKEA completely subverted the image of household durable goods, and fast supply. ability The lower prices, the constantly pushing new fashion styles and the perfect visual display system are more similar to the fashion industry's sales mode. It develops products according to the price that consumers may accept, provides products from all kinds of furniture, textiles, household products to small household accessories, and encourages consumers DIY to give more shopping reasons for parity.

"Fast fashion" is represented by ZARA and H&M. Its characteristics are "fast, ruthless, accurate" and a complete range of products. With the design power of luxury goods, we always follow the trend, and the speed of new products to shops is fast. We constantly stimulate the demand for consumers who are eager for fashion but do not have the ability to constantly consume high-end luxury goods, and do not have high quality requirements. They also provide full category services to enable consumers to complete one-stop combination. This mode is the subversion of the high-end classic fashion model. This kind of model emphasizes the classics in the face of a small number of high-end people, and because of the high price and the low frequency of consumption. In the past two years, the global financial crisis, ZARA is still in the global arena, has shown the magic of this model.

It should be said that the main reason that restricts the potential of Chinese textile consumption is similar to that of furniture industry. And the marketing mode of most home textile enterprises is designed accordingly, which not only imprisoned the market but also imprisoned the "self" so that the consumption potential could not be released, just as the traditional brand clothing was restrained by the high-end "classic fashion model". Therefore, to subvert the marketing mode of the home textile industry, we must infiltrate the concept of "fast fashion" in the apparel industry and learn from their "big terminal mode".

Rethinking of home textile model

First of all, go out of the home textile kit mode to make more single products. Mashup Let consumers make their own fashion. Parity is the root of popular fashion. Out of the home textile package mode, more single product design and combination will reduce the pressure of consumers' whole set purchase, virtually reduce the amount of purchases each time, but the demand for further fashion matching undoubtedly promotes the impulse of consumers to continue shopping, which is the mechanism behind the popularity of parity fashion. However, because home textiles and clothing are different, the demand for speed in fashion is not necessarily so fast, so the pressure on home textile enterprises will not be too great.

Secondly, learn fast fashion, but surpass fast fashion in product quality. Fast fashion brands expand rapidly, but in prosperity, brand development is also a crisis. Because of the low price fashion line, the first thing to be sacrificed is the product quality. The poor fabric and rough workmanship become the embarrassment that these brand products can not avoid. In China, consumers of home textiles may value quality more than clothing consumers. If they are sacrificed at the expense of quality at the initial stage of brand design, such brands will easily fall into the mixed competition in the low-end market, without any advantages. Therefore, for the cheap fashion home textiles, besides absorbing the spirit of fast fashion dress, it should also surpass the fast fashion.

Thirdly, the new terminal mode should extend the boundary of home textile industry, and make home textile as a daily consumption category. Home textile home integration mode is also a common mode in Europe and the United States, whether it is IKEA, the advocate of parity fashion, or middle class household storage. The new terminal mode should go beyond the traditional home textile industry boundaries, blend home textiles and large household, walk out of the bedroom, move towards large home, provide a variety of styles of household items, and match with a variety of styles. Home Furnishing Style, and with the fashion changes in the seasons and clothing industry, fast fashion follow up, giving consumers more opportunities to choose, match or combine, thereby improving the utilization rate of single parts.

At present, many home textile brands are adjusting their marketing models and seeking new profit increasing points. Under such circumstances, enterprises with the ability to make strategic adjustments, try new marketing modes and have strong industrial chain advantages will be the first to stand out.