How Does China'S Home Textile Brand Seek The Potential And Move The Brand Concept To Seek The Trend Of Innovation?

< p > China's home textile industry has developed extraordinarily fast. Especially in the past ten years, the competition in the Chinese textile market has entered the white hot state. How can we create a strong brand through the home textile brand marketing planning to drive the sale of home textile products? In this paper, we will explain the following aspects through four parts: first, how does China's home textile brand strive for momentum? Two, the analysis of the phenomenon of homogeneity of home textile brand stars; three, analyze the innovative elements of home textile brand marketing planning in 2012; and four, Haier brotherhood children's home textile brand positioning is accurate.

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< p > how does China's home textile brand move? /p >

< p > China's home textile industry has already taken the lead in the world. However, the Chinese textile brand can not create the brand value corresponding to its product innovation ability.

In recent years, with the increasingly fierce competition in marketing, China's home textile brands have almost reached the edge of the cliff. Although the home textile brand enterprises have hired big name spokesmen, they also take advantage of the modern e-commerce marketing channel, hoping to occupy the market opportunity.

Beijing Li Jun century marketing planning agency believes that China's home textile brand should make three articles in the following aspects: brand concept innovation, brand value accuracy, brand image specialization and so on.

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< p > China's home textile industry has a long history. However, until the last ten years, China's home textile industry only paid attention to brand marketing. Some brand planning agencies began to intervene in the home textile industry, hoping to achieve a breakthrough in marketing through brand planning, and did not achieve the desired good results.

At present, China's home textile industry is still in a state of fierce competition and has not yet formed a strong brand enterprise to dominate the market.

Beijing Li Jun century brand planning agency research believes that the home textile brand planning must take the lead, and the party breaks through the ice breaking path in the brand war.

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< p > brand concept to seek the potential of innovation < /p >

< p > with Bo Yang put forward the concept of home textiles in 1996, the concept of home textile brand has not been explored for more than ten years. There are few green home textiles, creative home textiles, home textiles, home textiles, children's concepts, and innovation.

But what is the purpose of home textile enterprises? < /p >

< p > answer the above questions and return to the consumption characteristics of home textile products.

In China, there is always a saying that women's owners and men should be classified as hostess's management. Men will not pay much attention to home textiles, or even participate in any purchase decisions.

It is precisely because of the unique consumption characteristics of home textiles that every major home textile brand begins to focus on housewives.

Housewives consumers have two most important consumption characteristics, one is the very strong sense of cost, the other is the perceptual consumption occupies an important position. This is that we often say that women buy things both cheap and romantic fashion, so women love to shop, on the one hand, enjoy the shopping mall dazzling shopping atmosphere, on the other hand, you can get a good bargain.

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< p > now we begin to answer why the home textile enterprises are happy with brand concept.

Women are the main buyers of home textile products. This is the most favorite group of people. Of course, their fastidious eyes and prudent purchase decisions are also torturing the home textile enterprises.

Obviously, the concept of brand that has been abandoned by other industry brand planning has its own reason in the home textile industry.

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< p > the trend of brand concept depends solely on a certain concept.

For everyday consumer goods that every family has to use, it is hard to satisfy the appetite of a Chinese woman with a strong sense of brand concept to satisfy the Chinese women's strong sense of feminism.

Beijing Li Jun century brand consultant organization has put forward the concept of "conceptual integration" brand planning, integrating more brand concepts, creating a unique and rich brand concept to adapt to the brand concept experience of different female consumers.

Of course, we must not be half blind. Once the conceptual integration fails, we will fall into the misunderstanding of the concept superposition, which will easily lead to consumer disgust, and it will outweigh the gains.

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< p > combined with the characteristics of the brand concept of home textile enterprises, the brand consultant institution of Beijing Li Jun century proposed the integration of the concept of home textile brand, seeking a breakthrough in concept, and ready for the future brand marketing.

In order to integrate the brand concept of home textiles, we are looking for dislocation integration from the aspects of fabric, technology, texture, appearance, culture, customs and emotions, and establish a brand concept combination with textures and emotional factors to create brand potential energy.

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< p > brand lean to seek value. < /p >

< p > Beijing Li Jun century brand consultant organization first put forward the brand lean in the process of establishing the home textile brand, which is also related to the female consumers' pursuit of meticulous mind.

Home textile brand must pass the value through the brand, and finally it will be presented to consumers through the price.

Whether the brand value can be clearly recognized by female consumers and recognized at the same time is the top priority for home textile brand building.

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"P" study of the consumer characteristics of the female consumer group, we will find that female consumers have a super emotional side, but also have a super rational side.

In terms of sensibility, it is resolved through the concept of brand, and in terms of rationality, it is solved through brand lean.

There is a saying that "women's heart and sea needles" are the characteristics of women's consumers who are hard to ponder. It is necessary to create a lean brand for home textile brands, and truly discover those brand elements that penetrate the female consumers' hearts, and get a reasonable appeal through appropriate brand communication, so that they can get the hearts of female consumers.

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< p > the so-called lean brand is the detailed refinement of the brand elements, the precise embodiment of the brand expression, the accurate expression of the brand connotation, the accurate presentation of the brand image, and the sublimation of the brand taste of Zhang Xian in the process of brand building.

Beijing Li Jun century brand consultancy organization in the Yangtze River Delta home textile brand research, found that small and medium-sized home textile enterprises generally lack of brand building, of which brand lean is the core issue of its failure to display the brand value.

Some home textile enterprises, which are exported to domestic enterprises by export companies, are also lack of brand lean construction. They often lament that "domestic consumers are more difficult to serve than consumers in Europe and America".

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< p > Beijing Li Jun century brand consultant agency has found that its brand advocates "loving a bed and loving a home" although it is very precise. However, its brand building is vague and lacking. Therefore, we redefine and interpret the mercury brand from many angles such as mercury brand elements, brand performance, brand connotation and brand image, making the mercury brand the most lean and fullest brand in the home textile industry, the value of the brand is highlighted, and the effective pmission of brand value can be achieved quickly through marketing activities, which has achieved good sales results.

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< p > brand visualization to seek the benefits of marketing < /p >

< p > brand should not be shelved. It is obviously a wise move for a company to visualize its role in marketing channels.

Home textile brand visualization is no exception, of course, there are more stringent requirements.

Beijing Li Jun century brand consultant agency often says that the home textile brand planning is "to show in the outside", which means that all the essence of home textile brand must be presented to consumers through marketing activities.

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< p > we often see that the terminal display of home textile brand is carefully planned. This kind of elaborate terminal display plays a far greater role than the terminal display of other products.

The most typical example is the display of franchised stores and franchised terminals.

Beijing Li Jun century brand consultant organization requires the home textile product terminal to follow the following principles: first, the principle of comprehensive display, the comprehensive display of home textile brand and products; the two is the principle of life oriented display, which will bring the home textile brand and products into full scale life; three, the principle of value display will be used to display the use value of home textile products gradually; four, the principle of brand value display, which will show the value of home textile brand through materialization.

Through this terminal display, together with the use of terminal marketing tools, we can achieve the ultimate goal of home textile brand driving terminal sales.

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< p > Boyang baby home textile has two big star brands: "pleasant goat and big wolf", "sponge baby". In the brand terminal display, the Beijing Li Jun century brand consultant agency has brought into full play its brand visualization characteristics, and has successfully activated its brand terminal marketing according to the principles of comprehensive display, life display, use value display and brand value display, and has achieved good marketing performance.

Regional franchisees call us "a big grey wolf" because of our success.

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< p > summary < /p >

< p > the development of China's home textile industry basically shows a trend of letting flowers bloom. However, because most of the brand foundation of home textile enterprises is relatively weak, the marketing control is still insufficient, so we only get competitive advantage through celebrity endorsement. This celebrity endorsement brand creation mode is obviously unable to achieve sustainable development, nor is it conducive to the accumulation of brand culture and the multiple presentation of brand value.

Beijing Li Jun century brand planning agency goes deep into the front line of home textile marketing, takes brand planning as soul, makes brand marketing device, displays face with brand terminals, combines the consumption trend and consumption characteristics of home textile products, achieves the best market effect of home textile brand marketing, and makes a contribution to the strong development of China's home textile brand.

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