Pan Home Industry Enters "Severe Winter". 30% Home Textile And Fabric Manufacturers Want To Change Brands.

From the second half of 2011, China

Finally, we still welcome the winter.

From the domestic macro economic situation and international economic situation, this "severe winter" will last for a year and a half, and the spring of 2013 is expected to revive.

In this period of time, is the home textile and textile dealer upgrading or staying elsewhere?

30%, cloth companies want to change brands.

Since October 2011, the Asia Pacific media organization has more than 900 front-line staff and over 100 logistics staff. It lasted for 40 days, and launched a carpet survey of more than 2600 nationwide cities above the county level.

The 200 thousand valid questionnaires collected from the survey really reflect the current operation of the Pan home industry and the brand, grade, material, price and origin demand of the agent brand.

80 thousand data were collected from the survey, and 2099 effective data on home textiles and textile items were screened.

By comparison, there are differences among provinces.

There are 321 questionnaires in three provinces in Northeast China. Among them, dealers who want to change their brands mainly focus on Shenyang, the capital of Liaoning, accounting for 53.6%. The distributors who want to change their brands in Jilin and Heilongjiang are mainly concentrated in prefecture level cities and county-level cities, accounting for 28% and 19% respectively.

There were 339 questionnaires in Central China. Among them, dealers who wanted to change their brands mainly concentrated in prefecture level cities, accounting for 36%.

There were 352 questionnaires in North China. Among them, dealers who wanted to change their brands mainly concentrated in prefecture level cities and county-level cities, accounting for 22% and 56% respectively.

There are 202 questionnaires in the western region, among which dealers who want to change their brands are mainly concentrated in prefecture level cities, accounting for 33%.

There are 232 questionnaires in Southwest China. Among them, dealers who want to change their brands are mainly concentrated in prefecture level cities, accounting for 26.6%.

There were 341 questionnaires in the central region. Among them, dealers who wanted to change their brands mainly concentrated in prefecture level cities and county-level cities, accounting for 22.3% and 32.6% respectively.

First tier cities dealers fight

along with

The big home stores, such as the incredibly home, Le Anju, name nest, and so on, are everywhere, and the competition between home textile and fabric dealers is becoming increasingly fierce.

Despite the embarrassment of "no promotion" in 2011, most of the home textile and fabric dealers still choose to stick to their positions and save their food and clothing.

These dealers know that it is not easy to run a brand, so they will never give up until they have to.

To change the brand means to relocate, decorate, store, and accumulate customers.

Under the condition that the brand layout of the first tier cities is basically mature and the overall economic environment is not optimistic, most dealers still continue to promote sales in the past, such as buying, sending cash, drawing cash and so on, so as to maintain the survival of the existing brands.

A small number of dealers who are not strong enough have chosen to withdraw.

This part of the distributor often focuses on stores outside the busy business circle.

Store rents, operating costs, and after-sales service costs continue to rise, always touches the fragile bottom line of dealers, and once again test the ability of dealers to bear.

They either retreat or go temporarily for hibernation, or look for mature business circles and wait for the opportunity to fight again next year.

Second tier cities dealers change the main force of the brand

Although the impact of real estate regulation in second tier cities is much smaller than that in the first tier cities, dealers still feel the cold.

How can the weak market help itself? In this survey, we can see that more than 3 of the second tier cities in the three eastern provinces are looking for new brands, rather than that they want to "change" brands, rather, they want to "increase" or "expand" the brand more precisely.

For the annual performance and sales volume, in order to enrich the product category, and in order to resist the better winter survival, the home textile and fabric dealers in the second tier cities generally adopt the agency form of shop in store to meet different levels of consumers.

Most of the distributors in the original storefront, separated a part of the space for the new brand of the agent, thus making the store products more complete.

Some powerful dealers even split up part of them to run soft packaging projects such as wallpaper, ornaments and carpets across categories to satisfy consumers' desire for one-stop shopping.

On the choice of brand, most dealers prefer the brand with high brand or regional popularity to support the appearance and attract consumers. At the same time, they operate some medium price brands with high cost performance and good quality to make huge profits.

In short, in cold winter, dealers have different ideas in order to survive.

Dealers in three or four tier cities are still active

Because the focus of China's real estate policy is on the first tier and second tier cities, the three or four tier cities are relatively relaxed, with minimal impact.

In these areas, the strength of dealers can not be underestimated.

Once a home textile dealer finds that the brand is operating in a certain period of time, he will consider replacing the brand.

There are mainly several typical forms:

First, no brand, so change the brand.

Some home textile and fabric dealers started their business in small shops. When market experience, financial strength and human resources accumulated to a certain extent, they naturally jumped out of the circle of low-grade home textiles and fabrics, and chose a mid-range brand to manage and take the road of brand marketing.

Two, regional reasons lead to brand changes.

Dealers who want to change their brands often sell high-end products.

Although the South

New style, unique design, fine workmanship, high visibility, but logistics costs, packaging costs, warehousing costs still make some dealers overburdened, coupled with a long supply cycle, the service can not keep up with many problems, so that this part of the dealer has a strong desire to find local or peripheral brand.

Three, manufacturers or personal factors lead to brand changes.

The household industry also has the "28 law", that is, 20% of the "veterans" dominate the market, and 80% of the "recruits" struggle on the line of life and death.

Trade fairs are helpful for dealers to understand brands, and some new dealers are generally choosing agents.

We love the brand enterprises with luxurious display and large display area, so as to judge the comprehensive strength of the enterprises. But after contacting with the enterprises, we may find problems such as brand supply, logistics, service and so on.

After a period of market groping, they have a certain understanding of the industry, so they want to replace their brand more suitable.

In 2012, the home textile industry is still not optimistic. It will be a year when dealers have undergone market tests and industry reshuffle.

As the saying goes, challenges and opportunities coexist, and the last laugh is the winner.