Home Textile Enterprises Form Their Brand Characteristics When Strengthening Their Unique Product Characteristics

Ms. Zhou, who recently planned to buy bedding products, said she was confused when choosing a home textile brand. Although there were many local home textile stores, she could not choose the products that she wanted. She said that there are so many home textile brands, but the products selected are very similar. Let alone the products, even the brand name is not clear. Ms. Zheng also met the same situation. She said that when choosing bed products for her family, she often did not know which home textile brand to choose, because the brands in the market were similar to her, and there were no brands that impressed her particularly.

At present, in the domestic home textile industry, the homogenization of product classification, design style, business model and other aspects of various home textile brands is becoming increasingly serious. In such a stage where the home textile industry is easy to be copied and imitated, it is particularly important for enterprises to carry out independent innovation, R&D and differentiation. On the one hand, enterprises can reduce the degree of competition with other homogeneous products through differentiation and build brands. On the other hand, enterprises can also use the differentiated image of their own products in the minds of consumers to reduce the cost of promoting new products. On the way of enterprise differentiation, forming unique product features has become the most commonly used tactic for home textile enterprises.

The products of Fuanna home textiles are rich in Fuanna style, classic and generous flower patterns, gorgeous and charming colors, and the combination of Chinese and Western styles, revealing maturity and atmosphere. Fuanna's products are mostly designed with flower patterns such as roses, peonies and small roses as design elements, with broad green leafy plants as the main background, bright and gorgeous without losing stability. As the insiders said, even if Fuanna's products do not have their own trademarks, consumers can still recognize them at a glance.

The Como series products of Baoman Home Textile have been highly praised since they came into the market because of their unique Paisley design and the use of fresh colors. Baoman Home Textile gives a vivid interpretation of this pattern. The colorful pattern of Pezley has the charm of Chinese introversion and exotic customs, which is an irresistible beauty. Today, it can be said that the reference to the Pezley pattern in the Chinese home textile market will lead to the thought of Baoman and the Kemo series of Baoman home textiles.

Yulan Home Textile creatively integrates "blue and white" into the bedding, giving it a new connotation. The traditional patterns on blue and white porcelain are applied to the bedding, including the interpretation of pure white and azure in color, which depicts a quiet and elegant cultural feelings and life style, allowing consumers to experience the breadth and depth of Chinese traditional culture. At the same time, this has also become the uniqueness of Yulan home textile that can be easily found by consumers.

In today's market, without its own characteristics, it is difficult for consumers to feel your special products.

In recent years, some home textile enterprises are also developing in the direction of product differentiation. Vico Home Textiles started the differentiated development of new products last year. Its thermal insulation products adopt bionic principles and imitate the technological concept of animal fur structure. Under this process, not only can the same air permeability, warmth and touch of animal fur be achieved, but also the ecological damage of real fur is reduced, and its thermal insulation performance is 4-5 times that of ordinary products, It is very suitable for female consumers who are afraid of cold in the Yangtze River Delta. The technology home textile advocated by Vico for nature has been recognized by a large number of consumers and peers.

In recent years, the "rich silk" fabric of Enda Home Textile has also become the "heavy punch product" of Enda. "Fugui Silk" is a fine ramie fiber processed and produced by Enda Hemp Technology with advanced microbial degumming technology. It not only has no chemical residue in yarn degumming compared with the previous chemical degumming, but also can be blended with real silk, cotton, etc. to produce high-quality ramie fabrics. Its gloss and feel can meet the requirements of high-end home textiles, attracting many home textile and home furnishing businesses to negotiate and cooperate with it. The ultimate goal of Enda Home Textile is to let customers think of "rich silk" when they see hemp home textile products.

When a home textile enterprise makes its unique product features bigger and stronger, it will naturally form its brand characteristics and become an advantage of the enterprise. However, no matter what method you use to differentiate products, whether the difference exists or not, and whether the difference is effective or not, ultimately, it depends on consumers to perceive and judge. Therefore, for products, the most important thing is to start from consumers and use the appropriate focus for differentiation.