Profiteering Allows Home Decoration Enterprises To Go To High-End Stores.

With the construction and decoration industry moving towards specialization and subdivision, there are more and more consumers with personalized decoration requirements.

Home decoration industry has gradually become an integral part of family decoration.

And the attention of fashion families to home decorations has also made the enterprises smell the business opportunities. Some overseas home stores began to use ornaments as important categories and have specialized home decoration sales areas.

In addition,

With the continuous expansion of demand space, enterprises like the main or part-time home accessories have begun to set up large stores to expand their business in China.

With the rise of "soft clothing" consumption, aiming at the current soft home buyers

The topic of missing and how to build the brand of soft furnishings and decorations by enterprises has received widespread attention.

Home decoration companies are reluctant to enter stores.

In the survey of household jewelry consumption habits, 63% of consumers choose to buy home furnishings products in home decoration areas in home stores.

However, from the author's recent observation and the results of conversations with people in the industry, the main marketing channels of domestic decoration enterprises are contrary to consumer spending habits.

At present, in addition to

,

In addition, there are few prominent home furnishings in home furnishing industry.

In this regard, Zhang Xu, chairman of fan Mu Ju, said that as a home decoration company, they have never entered the store, but sold products in the form of exclusive stores.

For enterprises, in addition to "stone scissors cloth" with soft clothing advantage of brand integration shop can be considered to stay abroad, under normal circumstances, enterprises are more willing to use the form of exclusive store brand promotion.

Min Jie, Saland's home textile business manager, also said that if you want to enter stores, shopping malls, similar sales models like Hong Kong store, middle store or Jiu Guang store are acceptable to the company.

But from the present point of view, there are two problems for home decoration enterprises to create brand images in the form of exclusive stores.

For those who are not familiar with the brand of home furnishings, how to guide them to buy products in those scattered stores? Two, under the circumstances of not knowing the brand style of the home furnishings, how can consumers be allowed to give up all kinds of stores such as IKEA and so on, especially when a number of home furnishings brand furniture has begun to design or manufacture home accessories, while choosing only a single style home accessories store?

The missing elements.

Profiteering makes enterprises rather high-end.

So, what is the reason why these home decoration enterprises, while knowing these sales difficulties, still give up shopping channels that are easy to be familiar to most consumers and convenient for them to choose? Instead, they choose to open a few shopping malls along the street or enter the "high-end shop" but "the door is not in the wrong place". "This is a profiteering industry", Zhang Xu pointed out the reason.

In the survey, I learned that the actual production cost of home accessories is not high.

Mainly depends on the design cost of the product.

But at present, most domestic workshops or processing home furnishing enterprises are basically simply copying or embezzling the design of other brands, so the design cost does not actually need to be paid.

But for some domestic and foreign home decoration enterprises, the pricing of products can not be reduced after they are integrated into the design elements, and also lead to the fact that some brands that actually embezzle others design will also raise prices.

In the 1980s, when we focus on low-key luxury and LOHAS, the young consumers have already accepted hundreds of dollars to buy a real cost of tens of dollars.

Therefore, enterprises will make home accessories as the high-end products of fashion products.

In this regard, Zhang Xu said that the general store because of the uneven brand level, it may affect the image of enterprises settled.

And min Jie also pointed out that because most stores have many restrictions on the businesses they enter, such as sales promotion enterprises must participate, etc. These will often cause damage to the brand image of the soft clothing home decoration enterprises who want to take the high-end route.

In addition, the more serious imitation plagiarism in China is another reason why these soft furnishings companies are reluctant to enter the home market which is relatively large and open.

Brand is a prerequisite for success.

At present, for the soft furnishings industry, the phenomenon of brand loss is more serious, even in some cases.

In the eyes, there is almost no high-end home decoration company.

Guo Lili, deputy general manager of Xiaoshi design, said that for designers of soft clothing, there is no such thing as the best and the worst, only the most suitable.

Therefore, relative to riveting efforts to high-end, expand product lines, create a unique style of products, home accessories enterprises should do.

When consumers choose home accessories is still relatively random, home decoration enterprises should seize the opportunity. No matter whether they enter the store or store sales, enterprises should take the lead in building brand, so that they can truly become bigger and stronger.

(the author is a famous marketing expert of home textiles in China).