New Opportunities For Home Textile Development: Six Steps To Develop Market Potential

Figures from the American Retailers Association show us households

The total consumption market exceeded US $60 billion, and the total annual import volume reached US $10 billion 700 million.

In 2011, China's total exports of household textiles to the United States amounted to US $4 billion 900 million, accounting for 45.7% of the total US home textiles imports, accounting for 8.1% of the US household textiles market share.

In the first half of 2011, the import of household textiles in the United States dropped sharply, especially in several categories of textile products imported mainly from China.

In 1~5 months, the total imports of American sheets fell by 15%, while imports from China decreased by 22%, total towel imports fell by 7.5%, imports from China dropped by about 8.5%, total imports of pillowcases decreased by 16%, and imports from China dropped by 24%.

From this we can see that consumption in the US market has declined rapidly in the crisis, while the market share of Chinese products is declining faster.

Why is it that when the market is depressed, the decline rate of China's home textile products is greater than the average speed? How much do we know about the changes in the market and whether contingency measures have been taken in time? Where are the new opportunities for the home textile industry?

Is there any chance to do the home textile business? I believe that the potential of home textile development is still very large. From home textile production enterprises, there are mainly opportunities for the following:

1, there are significant opportunities in the regional market.

In many regional markets, many family and textile dealers in the county and city level face the same price wars, advertising campaigns and promotional campaigns. They even manage to close their doors, such as the famous household textile brand Luo Lai has changed several times in Guangxi, Guangdong and other places. Is it not done yet, can they still do it? At the same time, more investors enter this industry, such as the newly imported Anne home textile, which is mainly engaged in the steel industry.

The operators of home appliances, sports and catering industry are also optimistic about this industry. They have chosen the home textile brand suitable for themselves, resulting in increasingly fierce competition in home textiles.

2, marketing management urgently needs to improve the operation level of the whole home textile industry.

Compared with other industries, it is very backward, from the overall planning of the market, to product design and research and development, marketing organization structure, marketing planning, quantitative management, storage management, logistics management and many other aspects, there are big problems. Guangzhou clothing wholesale network, even if the famous brand of home textiles has also spent 10 years or so, gradually integrate all its business subsystems.

Most home textile enterprises, internal management is very confusing, or invite professional managers in other industries to be airborne troops, or rely on the close friends of the original family businesses to support the family textile marketing organization and sales policy. Such as a well-known textile enterprise in Nantong, even cut off the marketing department and put all the personnel in the regional market for sale. This only focuses on the current tactical speculation, which not only causes the general dissatisfaction of the dealers, but also brings great hidden trouble for the further development of the company. A company that does not formulate relevant marketing plan and promotion mode for the market, is entirely dangerous by selling the price and selling the goods to the distributors. Its terminal loss rate has exceeded the previous years. And absolutely

It can be seen that management upgrading and marketing mode upgrading will inject new vitality into the development of home textile enterprises. Whoever takes the lead in integrating internal resources and marketing management will stand out in the increasingly fierce home textile industry.

{page_break}

3, upgrade your ideas.

At present, home textile enterprises can not hesitate to hire large stars as image spokesmen in the brand investment. Although this is right, this is not the key to winning the brand war. For example, the home textile of Auburn is inviting Lin Chiling to do the endorsement. The last home textile slogan is: "Fu Tian" is really home textiles. It has spent tens of millions of advertisements. It seems to have made a reasonable claim and embodies its strength. However, many home textile distributors asked me if they could not understand what exactly they were doing.

This shows a core problem. In fact, many enterprises seem to have spent a lot of money on advertising, but dealers do not understand, they do not understand, consumers are in a fog, and they are not clear. As Kasen home textile is located in the emotional home textiles, but from the terminal image and brand advertising, it can not reflect such a positioning. It seems to be very beautiful, but it deviates from the original positioning. As a result, there is no association in the minds of consumers. Finally, some consumers feel that Kasen and other home textiles are not very different, which deviates from Kasen's emotional marketing and gets the original intention of the people.

4, there are significant opportunities for product structure.

In recent years, the development of home textile industry has increased by 30. The overall development trend is good. However, in some areas, the trend of brand integration, industrial integration and terminal integration has emerged. For example, the red Fuji home textile has acquired many printing and dyeing factories in the upstream, and even acquired the old home textile enterprises in Shanghai.

5, do Hometextile with normal mind.

This industry is not real estate, it will bring profiteering in a short time, if you want to make a long-term stable, continuous growth business, then choosing the home textile industry is correct, because the specialty of the industry is the same as durable consumer goods, with the bed as an example, and the main elimination crowd are mainly married and moving people, their consumption is far more than the consumption of ordinary ordinary bed, the factors with face consumption and emotional consumption are among them, and in a certain area, the base number of such people is very large, so long as we choose the products that conform to the characteristics of the needs of the land, we can get a lasting and stable return, this and do the clothing and clothing.

In the same season, products will enter a period of slow sale, and they must be dealt with at a discount. Household textile products are usually sold throughout the year, and the value of products is relatively preserved. There will not be 100 thousand of today's purchases, and the phenomenon of shrinkage over two months appears.

In the early stage, we should not be too greedy to seek perfection. Combined with our own resources and local consumption characteristics, we should not choose a well-known brand, but also be more effective.

6, boldly adopt cross industry management mode.

The home textile industry is still relatively primitive in its operation mode, and it is relatively simple to operate in many industries, such as home appliances, cosmetics and clothing. You can combine sales and marketing of home textile products in the past with the industry's operation mode. For example, a friend who used to work in a dance hall, through performing a friendship club, using the original lighting equipment, performing theatrical performances, establishing a large number of contacts through activities marketing, adding an addition to the sales of home textiles, and, like my friend who used to engage in household appliances business in Wuxi, advertised himself in many magazines, attracting many young consumers' eyeballs, and the growth rate of the local market share was much larger than that of other home textile brands.