Three Strategies For Terminal Development Of Home Textile Enterprises

With the rapid development of the industry, many

Many difficulties and doubts have been encountered in adapting to the changes of the new market environment.

In the interview, the reporter found that how to use window display to achieve visual marketing, brand competition and the future trend of e-commerce or not, these 3 problems are highly concerned by enterprises. Therefore, we will answer these 3 questions for enterprises in this period.

Display promotion marketing

Window display is a colorful fashion product.

An ingenious window display design can attract pedestrians' footsteps in a few seconds and persuade consumers to patronize them.

Because of the intuitive display effect of window display, it is more convincing and realistic than TV media and print media.

Its silent shopping guide language and implicit shopping guide are also no substitute for other marketing methods in the store.

Nowadays, many bedding and curtain fabric products are concentrated in the form of home stores or wholesale markets. Therefore, the display of brand windows has become part of the store, and the layout must match the overall display style of the store, forming a whole. As the metaphor of the store as a book, the design style of the cover must be coordinated with the layout of the inside page.

In particular, the pparent window should not only consider the style of the whole store, but also consider the color coordination of the shelves closest to the window.

"In practical applications, there are many teachers who often forget the display style in the store when they display windows.

As a result, we often see such a scene: the design of the window is very simple, but the inside is very complicated.

Or the outside is very modern, but the interior is very classical. "

Chen Bangwei, senior engineer of Shanghai Textile Co., Ltd.

From another point of view, the window is like a notice of a TV play. It tells a general business information to convey sales information in the store, and the pmission of such information should echo with the activities in the store.

For example, the theme of "new clothes listing" is displayed in the window, and the theme of the display in the shop hall should be mainly based on new clothes, and the quantity of new clothes should be stored in order to meet the needs of sales.

In addition, window display design should also consider the customers' walking sight.

Chen Bangwei said, "although the windows are stationary, customers are walking and moving.

Therefore, the design of window display should consider not only the static viewing angle and the best line of sight of the customers, but also the visual effects of the window from far away, and the effect of passing the scene through the window.

In addition, customers usually walk on the right side of the street. When they pass a franchised store, they usually cross the store from the right side of the store.

Therefore, in the design, we should not only consider the display effect of consumers standing in front of the window, but also consider the effect that consumers see sideways through the window.

Now, window display design has become an art, a silent sales promotion method, enabling consumers to appreciate the beauty of commodities while deeply feeling the charm of commodities, understanding the attributes of commodities, and even achieving the purpose of improving sales.

Enterprise competition towards multi branding

In recent years, with the growing maturity of domestic consumer market and increasing competition among brands, the pace of development of home textile enterprises in China will slow down. After the operation of a single brand reaches a certain market margin, home textile enterprises have to accelerate pformation and upgrading. The development strategy has gradually changed from "extension of horse race" to "intensive farming" in a connotative way.

One of the most prominent manifestations is multi brand operation.

As one of the few home textile listed companies, Luo Lai is recognized by the industry as one of the main factors of its success is "multi brand precision marketing", which is also one of the best examples of the theory of brand positioning in China.

It has long been recognized that home textile brands have "ceiling" in terms of consumer groups, channels and sales volume. There is a big market risk in single brand operation. Brands must be hierarchical to occupy high, medium and low market, and single brand is difficult to eat the whole market.

In order to occupy more market segments and achieve sustained and rapid growth, the brand of lahome is a benchmark of brand operation, and also takes the multi brand management as one of the core competitive strategies of the company. It is a leader in the industry by cutting and occupying the market through multiple brands and seeking greater market share.

This strategy also helps Luo Lai to target and cover a wider segment of the market to meet the preferences of different consumers with multi brand width and product line depth.

{page_break}

Although multi brand operation can bring many benefits and success to enterprises, it is not applicable to all enterprises.

Multi brand operation needs to avoid the corresponding risks. Otherwise, the wonderful idea of "putting eggs in different baskets" can only be wishful thinking.

To make use of many brand strategies, enterprises also need to benefit from their practice.

First, enterprises with multiple brands should have corresponding strength, and the extension of brands is by no means an overnight effort.

From market research to product launch to advertising, every task costs a lot of manpower and material resources.

This is undoubtedly a very big test for some enterprises that are unstable in the market. The use of multi brand strategy must be cautious.

Two, in the specific operation, we must find out the difference of products through careful investigation.

Products with different brands can achieve the goal of covering all sub markets of products and striving for the largest market share.

Many brands that do not differ increase the cost of production and marketing, causing confusion to the customers' psychology.

Three, in the increasingly fierce brand competition, enterprises should seriously consider the driving force of consumers when they face products, and how to truly get consumers' spiritual identity. Because no matter whether single brand or multi brand, the ironclad rule is that deciding the survival of brand is not the brand itself, but the brand audience of tens of thousands of consumers.

Do business operators avoid blind conformity

At present, e-commerce has been scrambled in the home textile industry. Some enterprises have indeed made a lot of profits from it, but there are still some home textile brands entering the field, but their sales performance is not satisfactory. Some enterprises even fail.

Those who have not entered the e-commerce platform are troubled by the problem of "do or not": they are afraid to take risks, do not do so, and are afraid of being eliminated by the market.

So, for home textile enterprises, e-commerce should not be done, and how to do it?

Wu Qifeng, general manager of Shanghai people's marketing planning company, believes that the role of e-commerce in promoting the home textile industry has begun to appear. However, in terms of the current market environment, home textile websites in China are still in the initial stage.

To a certain extent, the application of e-commerce in home textile industry has a revolutionary role and significance for traditional home textile enterprises, especially in solving the bottleneck problem of the home textile industry, it is a revolution of new technology.

To develop network sales is not to add addition to traditional channels, but to do multiplication.

The network is not a sales channel opposite to the traditional channel, but is compatible with various channels and supports each other.

The interactivity, immediacy and diversity of the network make it the lowest cost and the most efficient channel to contact with customers.

The network channel is not only a new channel, but also can pform and enhance traditional channels.

The ultimate goal of developing network sales is not to sacrifice traditional channels, but to use the network to enhance overall sales and profits.

At present, there are mainly two kinds of operation modes for domestic textile enterprises to carry out e-commerce: first, set up a brand new network brand for sale on the Internet; two, adopt parallel mode of online sale with entity brand.

These two models have their own advantages and disadvantages. The advantages of creating network brands are that they can make products more personalized and are not restricted by traditional sales channels. The shortcoming is that they invest more capital and energy and need stronger capital chain support.

The advantage of parallel sale with physical brand is that the amount of capital invested is relatively small. The shortcoming is that it will impact traditional channels and affect offline sales.

In fact, the implementation of network sales, for home textile enterprises, is just a "channel mode" multiple-choice question.

Enterprises should take the mentality of "not follow, not blindly" to make judgments, and choose according to the current development strength and product characteristics of enterprises.

On the road to success, Huashan is not the only way to go.

At the same time, for the home textile enterprises that are about to or have already launched e-commerce mode, they should embrace the concept of "individuality and rationality".

"Individuality" refers to the individualization of product design and brand publicity so that it can stand out in the great network army.

Enterprise decision-makers can not be a hot brain and feel that the e-commerce market is profitable. They should be prepared to go in unscares. Enterprises should be rational and prudent in making decisions, and prepare funds, talents, market research and other aspects in order to reduce the risks brought by e-commerce.