Home Textile Industry: Finding A Breakthrough From Product Design And Marketing Strategy

Data show that 1-5 months, China's scale above

The total industrial output value reached 2 trillion and 144 billion 931 million yuan, an increase of 11.81% over the same period last year, and the growth rate dropped by 1.3 and 18.34 percentage points respectively over the 1-4 months and the same period last year.

Although the prospect of home textile industry is promising, the market uncertainty factors still exist under the impetus of the overall environment: in 2012, the international situation continues to be complex and changeable, and the market competition will become more intense. Political factors and trade protection will all adversely affect the export of domestic textiles in China.

With the reduction of foreign orders, for most domestic textile enterprises, the outlook for foreign markets in 2012 is not very optimistic.

According to reports, in July 11th, Home Textile Leader Luo Lai home textile revised half year performance notice, from "growth of less than 30%" to callback to "down 0%~30%".

On that day, the company's share price was down.

According to the semi annual report, the net profit of home textiles decreased by 17.7% compared with the same period last year, while Meng Jie home textiles and fuanna increased by 11.26% and 27.61% respectively.

In addition, since July 11th, the total price of home textiles has fallen by 30%.

As a result, more and more home textile enterprises are referring to the domestic market and developing the domestic market as the top priority of their future strategy.

However, in the process of pformation, whether it is product positioning, channel construction,

They all need to be pushed down and rebuilt.

The trend of domestic textile enterprises to "turn outward" is facing the pressure of sharp increase in domestic market competition.

In addition, there are still a series of problems in the home textile industry, and the path of self breakthrough in home textile industry is solved.

Problem 1: brand competition, no team leader.

So far, China's home textile industry has been in a brand battle, and has yet to form a strong leading brand.

This is because enterprises are unwilling to spend more time and energy to study Chinese consumers and Chinese culture. Most of them take the way of copying, resulting in the Chinese textile industry has no real sense of Chinese brand.

On the other hand, "profit" is the corporate nature of the graph, making it lack of ambition to become one.

In the short term development process, such a leaderless pattern can not be broken.

In today's home textile industry, the lack of market concept is an important problem in the design of home textile products, and can not effectively carry out self market positioning.

Designers are floating on the market and lack of meticulous and systematic research on market research. Product design follows the "heart" desire, or feels, or plagiarism, lacks the most basic grasp of the market, and the spirit of innovation and independence of home textile design.

This leads to serious homogenization of products and can only enter the awkward situation of price competition.

So far, the domestic market has not yet formed an effective mode from design, production and sales.

In such a big environment, where will China's home textile industry go?

In the current situation of intensified competition in the home textile industry, the differentiated division of labor in the home textile enterprises and the finding of suitable market segments for sustainable development will become the breakout direction of the enterprises.

In order to achieve the goal of differentiated development of enterprises and eliminate various ways of marketing, the stylization of brand design will surely become the killer of enterprises.

Instead of sticking to the patterns and styles, it is precisely positioning the design of their own products and drawing up their own unique home textile design style, and carrying out the stylized series of designs that conform to their own brand culture, starting from the daily living environment and lifestyle of the consumers, and developing a series of products with targeted, theme style, affinity and contagion to meet the personalized needs of the market, and undoubtedly will occupy the initiative in the competition.

To achieve the stylization of products, it is necessary.

The evolution of innovation.

A design product is a kind of spirit and idea conveyed to consumers through products.

Products can be imitated and styles can be approached, but a unique design value system can be formed through a series of products around a certain idea, but others can not imitate and plagiarize.

Through the systematic evolution of design concept, we can not only effectively prevent competitors from imitating, but also have unique distinctiveness in shaping their brand image and expanding their market share.

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To achieve the stylization of home textile design, designers need to have cultural details.

With the continuous progress of social civilization, no matter what kind of industry people are engaged in, we should pay attention to culture.

Culture is the foundation and soul of design. All outstanding designs contain profound cultural connotations. This has become the consensus of people.

Home textiles are carriers of culture. They are both national and contemporary, and satisfy the needs of different consumers at the same time.

This requires a designer's considerable cultural background.

The beauty of culture determines the aesthetic level of designers.

First, home textile design can absorb nutrients from Chinese traditional culture.

The Chinese nation has been 5000 years old, and its cultural heritage is magnificent.

But in the current home textile industry, buying foreign draft is a fashion.

For home textile design, the dribs and drabs of domestic culture are the inexhaustible source of product design, and also the foundation of home textile art design and brand culture construction.

More attention should be paid to the flower patterns that consumers really like, and to really excavate the Chinese elements in the culture and integrate the international trend, Chinese home textiles can also form distinct design concepts and design styles.

Two, we should pay attention to mining traditional Chinese and Western design resources, and integrate traditional and fashion perfectly.

Rooted in traditional culture is not an absolute formulation.

While designers are trying to get inspiration from traditional Chinese design culture, they should also combine fashion elements of Chinese design culture with fashion trends for fashion design, so that traditional design elements can meet the needs of modern aesthetics.

Become a novel with both Chinese design style and international fashion trend.

Way out 3: finding a way out of marketing

The above two aspects are looking for breakthrough from product design, and other experts point out that the home textile enterprises are looking for two major breakthroughs from the marketing strategy: first, welcome the arrival of the e-commerce era of the home textile industry; two, pay attention to cross-border operation.

At present, China's home textile business is not yet mature.

Consumers reflect the variety, color and speed of online products.

At the present stage, it is difficult to achieve standardized and unified management in terms of supply, service and logistics of home textile products in the short term.

How to ensure the brand and quality of home textile products is a question to be considered when preparing to enter e-commerce and home textile enterprises that have already entered e-commerce.

With regard to cross-border operations, some experts point out that the practice of domestic textile enterprises across the border, which is more conservative and can extend the production line, is to cross border exchanges with furniture, home decoration, interior design and other enterprises, so as to realize the vision of "big home textiles".

The cooperation of home textile enterprises can not only enhance the cross - and interconnections among industries, but also achieve the sharing and win-win of information resources through integrated marketing.