The Key To The Cold Winter In China'S Clothing Industry Lies In Brand Building.

Price war will not only reduce the profit margins of wardrobe, but also make consumers doubt about the quality of products. Excessive price war will cause confusion in the whole market, and the real way to survive is brand building.

As the saying goes, under the big trees cool down, increase the intensity of brand building in order to help enterprises in marketing.

Affected by many factors, such as the downturn of the property market, the cold market, the rents rising, the price of raw materials, and so on, the pan household industry can be described as "crack survival".

Experts predict: the next year and a half, with the further cooling of the real estate market, China's Pan home industry will face tough "cold winter".

How can wardrobe enterprises survive, how to resist "cold winter"? Expand or stick to it? Opportunity or trap?

The market is cold under heavy pressure.

A few days ago, the author carried out an in-depth investigation in five home sales stores, home and residence boutique decoration, Shenzhen Bagualing Anju, Bagualing Le An residence and other more than 10 home stores.

The survey showed that most of the building materials stores in Shenzhen were affected by the real estate market, and sales decreased significantly compared with last year.

Among them, the building materials market in Baoan is the most deserted. Only the market of building materials between Bagualing and Tian Bei Road is relatively large because of the arrival of Hongkong guests. When the traditional "golden nine silver ten" peak season is coming, although many wardrobe stores have posted a promotional promotional bulletin board, they are still very few.

In view of the current expansion of stores and the fierce competition in the market, many businesses have said that the involvement of new stores and new brands has diluted the profits of enterprises and distributors, and the business is becoming more and more difficult.

On the other hand, as prices continue to rise, sales rents increase year by year, dealers feel the pressure of survival, enterprises are also difficult to grow and expand.

At the same time, more and more competitors such as household appliances, furniture, bathroom and ceramic tiles join the wardrobe industry. The number of terminal wardrobe stores is increasing, from small shops to large stores, large stores to many stores, from street stores to large stores, from product competition to brand competition.

All this means that the old wardrobe industry, which has relatively high profit margins, is now in the mire of price war.

Enterprises and dealers must understand a reason that the inevitable result of price war is "killing one thousand of the enemy and losing eight hundred".

Under the heavy pressure of the market, in order to get rid of difficulties, it is the absolute principle of enterprise development to improve the value of products and win by value.

Strictly control the quality and resist the "cold current"

Recently,

There are more and more quality related scandals. The previous "Da Vinci incident" remained unsettled. "Shenzhen and Qingdao Red Star" have been in a hubbub. At that time, the home industry is being questioned by consumers and faced with a crisis of confidence.

When I visited the market, I learned that when consumers buy products, they will buy brand products with high spending power, while those with insufficient purchasing power are eager to buy products of high quality and low price.

Many consumers even say that they sometimes prefer to spend a little more money to buy a little bit better. If the quality is guaranteed, they can be relieved. The quality of the replacement cycle is short and the actual waste of more money.

Taking into account the trust crisis now appearing in the market, wardrobe enterprises should also strengthen the quality construction of their products, from purchasing materials to final factories, and every link must be properly handled.

Only by selling the best quality products to consumers can we get the most trust. Only in this way can enterprises gradually expand their influence and establish their brand image.

Accurate positioning, seize the mainstream consumer groups

At the same time, when the high-end brand home chain stores are expanding, the products of the famous brand stores are also rising with the "gold package".

According to the survey, only 9% of China's high-end consumer groups, while the remaining 91% of customers simply can not afford high-end home products.

Therefore, some mid-level, parity, affordable stores are still the blank of the home industry.

The market potential of the mid end market is huge. Wardrobe manufacturers should not overlook 91% of the mainstream market in order to crowd into the 9% group.

Brand building is still a breakthrough

At present, more and more dealers realize that blind price war will not only reduce the profit margins of wardrobe, but also make consumers doubt about the quality of products. Excessive price war will cause confusion in the whole market, and the real way to survive is brand building.

As the saying goes, big trees under the good shade, increase the intensity of brand building in order to help dealers marketing.

For consumers, when they enter the shop to choose wardrobe products, they will first choose brand products. Therefore, consumers must have the opportunity to know their brands first or to contact themselves first.

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At the same time, brand building still needs to be implemented to the sales terminal, because consumers finally choose to buy, and dealers need to complete the follow-up work.

Some dealers are very careless on the hardware of the store, and do not attach importance to the software construction. The brand is only a "shell" for them. Even if the name of the enterprise or brand is loud, the result may not be as good as that of the small brand.

Professor Wen Jiabao, a member of the think-tank of Shenzhen University and Professor Guo Shiping, a famous economic expert at Shenzhen University, analyzed that in the next year and a half, the price of the real estate industry is expected to decline sharply. The housing industry is expected to get warmer, and the demand for home will also expand.

The way of nature is round the clock. Wardrobe enterprises and dealers can only face the variable market with a more professional and mature thinking, and turn the crisis into opportunities to resist them.

"Cold winter" will usher in the next "spring".