Home Textile Industry: Four Breakthroughs To Break Low Standards And High Growth

Over the past decades, the home textile industry has experienced a low standard of high growth, like a spinning gyro moving fiercely and freely. This extensive growth will soon be exhausted to the end. Next, of course, it will go to the other extreme, which is the high standard of low growth. The industry will be more and more standardized, and the rules of the game will be constantly refreshed. If you do not play cards, you will be eliminated by the new game. And at this critical point, we still have great prospects for breakthroughs.

　　 Breakthrough one: channel reform

We see that the first reaction of electrical appliance stores is Gome, Yongle and Suning; furniture stores, we also know the red star, the home of the company, and Jisheng Wei, and ask you a question. Home textiles A comprehensive hypermarket, your brain is blank. Is there a professional home textile store in China?

Let's look at the appliance industry again.

In 2011, in order to get rid of reliance on Gome, Yongle, Suning and other home appliance channel manufacturers, household electrical appliance enterprises continue to make exploratory efforts in self built channels. Typical practitioners are Haier and GREE air conditioners.

Haier's sunrise has become the third largest channel business after Gome and Suning. This change is precisely the electrical industry has entered an unprecedented channel of high cost. In contrast, the domestic textile industry, after decades of continuous robbery, even if the two or three line cities, the next battle is probably bloodshed, and how much soup enough for everyone to share?

Change is the only truth in the world. The future growth engine of home textile industry is most likely to come from channel transformation or the emergence of professional comprehensive home textile store is inevitable. Maybe you can not afford to change this strategic channel, then we can have a tactical channel suitable for small and medium-sized home textile enterprises.

At present, the rents of stores in the whole country are rising sharply. The investment in any home textile brand stores has become more and more demanding for entry threshold. It has strangled the dream of most aspiring entrepreneurs. Can we introduce a concept to completely subvert the traditional thinking that the home textile industry requires all franchisees to open a large shop?

In fact, we can set up several fully personalized franchise modes based on different capital strength franchisees. For example, our brand flagship store is at least 200 square meters, but the brand micro shop may only have 30 square meters, so that people in the hands and even tens of thousands of dollars can easily open shop to be the boss, which avoids the traditional sense of competition.

Of course, the combination game of this big shop must depend on the re integration of product structure.

At the moment, the home life hall is in full swing. Channel reform There are many ways. For example, at present, the home textile brand stores in the whole country are all in the two category or even three types of business circles. Can we turn the store into a kind of business circle?

In theory, if it is a small shop, it is entirely feasible, through a large area of electronic display wall can solve the problem of small shop display.

In essence, due to popularity and consumption ability, the survival rate and profitability of a certain business circle should be higher. Therefore, in fact, the two category of business circle that everyone is fighting for is not the only choice for home textile shops.

I have always insisted that competition is essentially not doing the same thing with peers, but doing something totally different from peers, or that the highest level of competition is far away from competition.

While others are still paying attention to the service quality of the shopping guide, Hai Lan's home launched the bell service mode. When consumers do not need services, there will never be a shopping guide to harass you, to achieve a real sense of human services.

Therefore, in the next five years, I firmly believe that there will be "Mao Zedong" figures in the home textile industry. We will combine the marketing theory with Chinese practice vividly and creatively, and integrate vertically and horizontally from the strategic level and tactical details level, so that the domestic textile industry will undergo a great fission.

　　 Break through two: do not be omnipotent king, do the first on a certain level.

Today's world is flat, intangible control of visible, knowledge of material control, culture of value.

The "manufacturing" of a strong country contains very light things such as brand, standard, patent, dream, culture and lifestyle.

But from another perspective, today's world may be skewed again, and the balance will always tilt towards the "first" advantage.

Wright brothers and planes, Coca-Cola, Wang Laoji herbal tea, Liu Xiang, Qipai Chinese collar, Joyoung soya bean milk machine, these are remembered and widely praised people and things, the most common thing is: first.

Haier launched the first star service, the first one to launch the washing machine that can wash lobster and potatoes. When the concept of virtual "anti electric wall" was invented, the circuit structure of the solid product was modified immediately, and the first electric wall water heater was launched. So many first make Haier become the first appliance of Chinese household appliances.

People are born with the ability to create the first. You beat the other 20 billion sperm brothers to run successfully in the first place, thus producing the unique you in the world.

So you may not be the first in China's home textile industry, but you also have enough space to be the first on a certain level.

China's home textile market, which has the largest population base, the largest production plant and the lowest labor force, has made the world look at it.

Too many enterprises are playing games, too many brands are killing, product image homogenization, homogenization of sales means, homogenization of brand communication, and finally can only get the price of competition, and even the winners can not be seen in the industry.

In the past 20 years, only a few people have succeeded, such as Luo Lai, Fu Anna and mercury. The success of Luo Lai is the first or the first of the structural strategy of the United Nations.

Fuanna's success is the first and the highest rate of profit in the research and development of the featured products, and the success of mercury is the first in the two or three line market.

Therefore, home textile brand needs big vision and big imagination, innovation is the most scarce resource for small and medium-sized home textile enterprises to achieve success, and the essence of innovation is to be the first.

You can be the first in positioning, you can be the first in product characteristics, you can be the first in the form of stores, you can be the first in the form of promotion, you can be the first speaker of the image.

In short, "doing the first thing at a certain level" should be your main strategic choice.

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　　 Breakthrough three: the charm of precision positioning

Positioning in China is no longer a "fresh" thing, but a good business can rely on this trick to "eat all over the sky".

I have witnessed the whole process of positioning and promotion of Qipai men's Chinese collar suits. China's men's wear industry is basically product LED brand. For example, when it comes to Western-style clothes, consumers will naturally associate themselves with the birds of good news; when it comes to jackets, consumers are more inclined to the seven wolves; when it comes to western trousers, there is no doubt that they are nine herd kings; when it comes to down garments, it must be Bosideng. That is to say, no brand is the omnipotent King (which confirms the above view of "no king of omnipotence"). We discovered the market blank of Chinese traditional collar suits and quickly occupied the position, thus realizing the rapid rise of the seven brand brand.

Take the home textile industry boss Luo Lai as an example.

The value orientation of Luo Lai is "classic, taste", which can be clearly seen from its core slogan "classic Luo Lai, savor life".

"Classic, taste" and so on are not new in themselves, but precisely the lack of new positioning has occupied the commanding heights of the industry. Why?

Let's look at the first level of Chinese consumers' cognition of home textile products: home textile products as durable consumer goods, whose purchase frequency is relatively low, and those who have low purchase frequency do not want to buy "classic" products that are not yet outdated.

The second level of consumer cognition is that the rich people actually pay more attention to the problem of face, and the bed products in the family are obviously belong to the problem of "Li". Only when your "taste" is reached, will you really pay attention to the problem of Li Zi.

Therefore, the two key words of Locke's core positioning accurately perceive consumer cognition, which is precisely a summary of Chinese consumers' understanding of bedding products.

In the second tier brands of home textiles, there is no lack of ingenious positioning. For example, the happy culture and fashionable fashion of Southern bedclothes.

However, the field of down market home textiles and silk home textiles is not good enough. For example, there is almost no personality in the field of silk home textiles.

In fact, take a far sighted view of red wine. We must think of Bordeaux, France. But the best red wine in the world is not always produced in Bordeaux, which is the charm of location.

In China, Mengniu hasn't had any cattle in the past few years, but it used to be a practitioner of location. Mengniu clearly pointed out the position of "coming from the prairie" in the early days and the same reason. Your brand obviously comes from several relatively large silk producing areas in China: Suzhou, Hangzhou, Jiaxing and Huzhou. Why do you turn a blind eye to the resources that are located in the place of origin, or easily throw them away?

Even if you know the location of the location, but are not good at the interpretation of the strategy behind the positioning of the location, the location is just a concept for you, and it is useless.

If you are not from the above production areas, you can also draw the conclusion from the geography, humanities, environment, climate and so on: from "China's unique silk producing area". Of course, this is unique. You must have a series of moving stories to support it. With the story, next brand positioning will come naturally.

Therefore, to be the first choice for consumers, we must occupy the only place in their minds. Religion does not rely on rhetoric. It relies on a series of moving legends, which will lead to lifelong devotion.

It seems that everyone knows, but the brand story of home textile enterprises is basically dull. The core reason is that the story can not support the product positioning at all, and of course, it has nothing to do with the brand.

For example, your brand story is that you come from France, the concrete reaction is on the terminal. If there is a romantic and beautiful Bordeaux Manor on the visual side, you can use French Provence's Lavender fragrance to smell, let the consumers taste the French red wine on the taste, listen to the wonderful French chanson music on the ear, and use the buying kit to give the French dinner, so that you can imagine the French brand story that you invented.

　　 Breakthrough four: brand cross-border innovation

BBK Electric has been famous for its steady development and few mistakes.

However, it has been two years since such a cautious enterprise has entered the trend of cross-border.

Three years ago, BBK entered the electrical appliances and digital audio-visual fields with high spirits. But now it is so gloomy that it can only retreat from the BBK educational computer, point reading machine and other educational electronic products industry.

Examples of cross-border failures are everywhere: overlord shampoo and herbal tea, Wahaha children's clothing, and even Haier mentioned above has failed in cross-border medicine.

But there are many people who have successfully crossed the border. Now the appliance brand TCL has just made a phone call, and the Japanese brand Muji has gone smoothly from the original food to today's fast moving products, pan household products and even kitchen products.

In recent years, the crossover of domestic home furnishing industry is also dazzling: Optima, the leading brand in the cabinet industry, has begun to expand kitchen appliances and bathroom products.

I suddenly thought of another Optima, that is, Optima home textiles. I once thought it was another masterpiece of Guangdong Optima group, and later I realized that the two were totally irrelevant.

Pay close attention to the industry. There are also red dragonfly home textiles and Daphne home textiles, which are different from the well-known brands. In fact, it is not cross boundary at all. It can be called brand Li Gui, but it is at least cheap for brand names. From this perspective, it still has certain progress significance.

Relevant to date Textile industry The leading enterprises have entered the field of home textiles and made some achievements. For example, clothing brand Shanshan, Heng Yuan Xiang and other cross boundary home textiles, and the domestic textile industry crossover success precedent is the Tonlion clothing of Bo Yang home textiles, the trend of the integration of this clothing and home textiles provides endless imagination for the later generations. Anything is possible if you want to...