Where Is The Brand Direction Of Homogeneity Serious Home Textile Industry?

　　 Home textile industry It is a low fashion industry. Apart from the two major limitations and large variables of fabric and specification, the difference of home textile products is mainly reflected in its flower design. A large number of "follow suit" and "plagiarism" have become normal. Consumers' demand for new product development is not as strong as that of other industries. As a result, most home textile enterprises have little investment in new product research and development, and consumers can hardly distinguish the brands from the style and characteristics of home textile products.

Although the home textile enterprises have different opinions on their brand positioning and product characteristics, they insist that the way to differentiate competition is different. However, the product concepts such as "textured home textiles", "technology home textiles", "wedding home textiles" and so on, are more obvious than most home textile enterprises. Product research and development is stagnant, and it is derived from the lack of brand recognition by home textile enterprises. The cultural connotation is weak. In a more intense and complex market competition, it is difficult to cultivate a loyal consumer group with high loyalty.

With the increasing competition in the home textile industry and the market share of a large number of brands and a small share of the competition, home textile enterprises will be divided into different divisions to find suitable market segments for their own development and sustainable development will become the breakout direction of enterprises.

Ivy Home textiles The brand positioning of the first brand of wedding home textiles is born under such market competition pattern. Wang Yaozu, director of sales of ivy home textile, said that wedding demand is the most rigid demand in wedding, natural needs, relocation needs and group buying four home textile demands. The proportion of wedding products in bed demand is around 22%. According to the statistics of 120 yuan per capita bed consumption in 2011, the wedding home textiles can reach the annual sales scale of 450 billion, and the market space should not be underestimated.

"The homogeneity of products in the home textile market has been very serious. If the doors of various stores are covered up, consumers will never be able to tell which brand they are. If consumers can't remember you at all, how can we talk about the follow-up brand development? "Wang told reporters that Ai Wei home textile will create the first brand of wedding home textiles for the future long-term development direction, and will do specialization in the wedding market. For this reason, Ai Wei home textile has already done a lot of preparatory work and careful short-term planning. It will achieve the national layout by the end of 2012 through the way of regional agency, and will have a deep impression of wedding brand in the minds of consumers within 2 years. "We hope that when we talk about wedding home textiles, we can think of Ai Wei home textile. But how to achieve it depends on our team's efforts.

Where there is demand, there is market segmentation. Ivy market The road to breakout is just beginning, but we are happy to see its development. For more home textile enterprises that are still "blind to follow" and "follow suit" in the market flood, where are their brand directions?