Window Display Promotes The Competition Of Marketing Home Textile Industry To 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, and after a single brand's business reaches a certain market margin,

Enterprises have to accelerate the pformation and upgrading, and the development strategy has gradually changed from the extension of "horse race enclosure" to "intensive farming" connotative growth several years ago.

With the acceleration of the development of the industry, many home textile enterprises have encountered many difficulties and doubts in adapting to the changes of the new market environment.

In the interview, we found that how to use windows to achieve visual merchandising, brand competition, and whether to do 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 fabrics are sold at home.

The form of the market is concentrated, so the window display of the brand has also become part of the store. The layout must be consistent with the overall display style of the store, forming a whole. Just like the front store metaphor is like 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.

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Roley home textiles has long recognized that there are "ceiling" in home textile brand, no matter in consumer groups, channels and sales volume. There is a big market risk in single brand operation. Brand must be divided into layers to occupy high, medium and low market. It is difficult for a single brand to eat the whole market.

In order to occupy more market segments and achieve sustained and rapid growth, Luo Lai home textile is a benchmark of brand operation experts Procter & Gamble, and also takes multi brand management as one of the core competitive strategies of the company through multiple

To cut and occupy the market and seek greater market share has become the leader of the industry.

This strategy also helps Luo Lai aim and cover a wider range of market segments to meet different consumer preferences with multi brand width and product line depth.