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    Intense Competition In The Home Textile Market Is The Key To Strengthening Brand Management.

    2013/4/15 20:35:00 64

    Home TextilesTextilesHome Textiles Market

    < p > 2013, with the a href= "http://cailiao.sjfzxm.com/matertial/show/default.aspx" > Home Textiles < /a > market competition intensifying, it is expected that some enterprises with poor management will be eliminated.

    In the face of the phenomenon of oversupply in the industry, home textile enterprises have clearly defined their market goals, and have tried to expand the market, create brands, and make products go further.

    < /p > < p > strong > strengthening brand management > /strong > /p > P > 2013, home textile enterprises have attached great importance to the brand. They have not only done their homework in brand name and brand image, but also devoted special efforts to carry out the continuous dissemination of brand awareness and brand reputation.

    Home textile enterprises are gradually moving towards the era of comprehensive brand management.

    Jia Lijuan, chairman of Nantong's Yimei Xuan family, < a href= "http://www.91se91.com/" > textile > /a > Products Co., Ltd., said that "brand building" is a complex system project, not just a name. "/p > < p >

    "Over the years, many home textile brands have flashed like meteors.

    Creativity or huge advertising input can sometimes make products famous, but if quality is not up to date and management is not keeping up, a sudden crisis may lead to a brand failure.

    It can be said that brand is the comprehensive embodiment of enterprise management level and product quality.

    In the process of pformation from seller's market to buyer's market, < /p > < p >, the brand of home textile enterprises began to be on the agenda, and the increase of consumer awareness of brand consumption further increased the urgency and necessity of strengthening the management of domestic textile brands.

    Li Jian, general manager of Fujian Jia Li Si Home Textile Co., Ltd., said: "the guide is the best spokesperson for the product. Only by making the shopping guide understand the products and love the products, can it seamlessly connect with the customers' needs. The value of the product 60% comes from packaging, including a series of links such as service concept, publicity and so on, which should be different from the /p P.

    < /p > < p > pricing must be made in the world. We must be good at mining product selling points, refining value added and avoiding price war. Promotion is a double-edged sword. The primary purpose of promotion is to win the reputation of products rather than increase sales.

    The strength of the brand is the core of the rule.

    A good brand often has a complete development plan, and following the established planning step by step is an important guarantee for success. "

    < /p > < p > strong > strategic height: e-commerce > /strong > /p > P > with the rapid development of the Internet industry, online shopping has been favored by many consumers with its advantages of convenience and convenience.

    In 2013, the terminal channel of bedding enterprises will also complete the big shift from offline to online e-commerce. Especially the mainstream female fashion buyers and white-collar workers in online shopping, with the continuous improvement of the quality of life, the demand for bedding is strong. This will make the home textile e-commerce industry easy to break through this year's sales of 10 billion yuan.

    < /p > < p > Jiangsu Nantong cloud Shield Network Technology Co., Ltd., Nantong Yimei Xuan Home Textiles Co., Ltd. jointly build a new bedding and home textile brand sales platform.

    "/p > < p > General Manager of home textile wholesale network, Hong Kun said:" home textile wholesale network originated from my concept of integration of e-commerce and durable consumer goods.

    Because of the experience of three years of planning in Hongkong media company, I realized that the future of China's electricity supplier industry will be a prospect of unlimited expansion.

    At that moment, I met an angel investor. He had been producing bed products for more than 10 years, but he couldn't break through the bottleneck of traditional sales channels, so we decided to set up the brand of Yi Mei Xuan and started the platform together.

    < /p > < p > to see the great business opportunities of e-commerce. The official shopping website of feather bed goods has been successfully launched in 2012.

    The official shopping website is mainly aimed at the retail market, the distribution range can even touch some two or three line cities.

    < /p > < p > 114, vice president of Home Textile Network: "it is estimated that our retail e-commerce system will continue to develop steadily and rapidly in 2013.

    114 home textile network has 8 years of experience in e-commerce operation.

    < /p > < p > the biggest advantage of e-commerce is that it pcends geographical restrictions and can serve users in different regions. At the same time, consumers are free from the trouble of pporting large packaged goods and enjoy the service of high-end bedding direct delivery to home.

    < /p > < p > under the influence of many factors such as the depression of the big economic environment, the weak real estate market and the rising labor cost, the development of the home textile industry in 2012 was hindered.

    However, near the end of the year, many home textile enterprises won awards.

    The home textile enterprises that seek innovation, change and break through are faced with difficulties and deliberate responses, and have added confidence to the development of the entire home textile industry in 2013.

    Mr. /p, director of marketing of a home textile brand, predicts that the home textile industry in 2013 will be "colder" in 2013.

    He said that such a situation is occasional and inevitable.

    In the past few years, the growth and expansion of home textile enterprises were too fast. Now it is time to consolidate the small businesses.

    < /p > < p > Roley home textiles announced in November 28th that it invested 205 million yuan to "2 million 200 thousand items of household textiles per year".

    Wang Han, a securities representative, said that the newly proposed home textile project will form a synergy effect with the existing production base in Nantong. The reason why the production base will be increased in the current downturn is that the construction will have a period of preparation for future market recovery.

    Lu Yaping, vice chairman of Nantong textile industry < /a > association chairman and chairman of Jiangsu Yaping cloth industry Co., Ltd., chairman of the textile industry < /p > < p > < a > href= > http://sjfzxm.com/news/index_f.asp, said: "danger is organic, no matter what kind of test this year will bring new opportunities.

    She said that some medium-sized developing countries are a potential market for the development of home textile industry.

    "We should pay attention to quality when we build brand, and we must also lay stress on the market target and set a good direction."

    At the same time, she said frankly, although most enterprises realized that the export market still had vast space, some enterprises in Jiangsu province were relatively unfamiliar with export operation, lack of knowledge of market operation, and lack of talents who knew international trade.

    Yuan Hongbing, chairman of Jiangsu golden sun Textile Technology Co., Ltd., said: "the hot silk family textile and bamboo fiber home textiles in 2012 reflect that the high-end home textile products market has begun to recover, and a large number of home textile brands have joined the war group, indicating that the high-end line has been widely recognized by /p." P

    < /p > < p > "either pformation or bankruptcy!" Chen Yongbing, chairman of Jiangsu violet home textiles Polytron Technologies Inc, has an amazing language.

    Violet home textiles will adhere to the road of "market-oriented, continuous independent innovation" and resolutely carry out enterprise pformation and innovation. "We strive to be the first to pform from traditional intensive home textile enterprises to technology oriented home textile enterprises".

    Yu Jianhui, chairman of Jiangsu blue silk feather Home Textile Co. Ltd., added: "home textile industry will usher in a digital wave". < /p > < p >

    He analyzed that the digitalization of the home textile industry in the future is reflected in many links, such as information management inside the enterprise, application of iPad terminal digital shopping guide platform, digital customer service, network integrated marketing communication strategy and so on.

    It is reported that in 2012, many enterprises invested in iPad tablet computers at the terminal store as a digital shopping guide tool, while the application of network integrated marketing communication was more extensive. At the present time, the FEA network integrated marketing, F4 network topic integrated marketing, FM network integrated marketing, FV network integrated marketing and other practical solutions were gradually introduced, which showed more urgent and thorough in mining Internet marketing value.

    "It is foreseeable that the digital wave of home textile industry in 2013 will become more turbulent and competition will become more intense."

    < /p > < p > although in 2012 only a small number of home textile enterprises grew in performance, some enterprises were flat, and some enterprises declined. However, from the analysis of the award of domestic textile enterprises, the development trend of industrial clusters and the analysis of home textile industry personages, it is still full of confidence in 2013.

    < /p >

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