Brand Conceptualization Of Home Textile Products To Seek The Potential Of Innovation

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 capability. 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.

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.

　　 Brand conceptualization seeks innovation potential

As Bo Yang put forward the concept of home textiles in 1996, more than ten years of the concept of home textiles brand is out of sight. There are green home textiles, creative home textiles, home textiles, home textiles, children's concepts, and innovative enterprises. But what is the purpose of home textile enterprises?

To answer the above questions, we must return to the consumption characteristics of home textiles. 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.

Now we begin to answer why the home textile enterprises are so happy about the 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.

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.

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.

　　 Brand lean to seek value

Beijing Li Jun century brand consultant organization first put forward the brand lean in the process of creating the brand of home textiles, 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.

By studying the consumption characteristics of female consumer groups, we will find that female consumers have a super perceptual side and 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.

The so-called lean brand is to require the meticulous refining of brand elements, the precise embodiment of brand performance, the accurate expression of brand connotation, the accurate presentation of brand image, and the sublimation of brand taste in the end of Zhang Xian brand value. 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".

Beijing Li Jun century brand consultant agency has been involved in the planning of the brand of mercury home textiles, and found that its brand advocates "loving a bed and loving a home". Although its accuracy is very precise, its brand building is vague and lacking in lean. Therefore, we redefine and interpret the mercury brand from many angles such as the brand element, brand performance, brand connotation and brand image of mercury, 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 transmission of the brand value can be achieved quickly through marketing activities, which has achieved good sales results.

　 Brand image for marketing profit

The brand must 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.

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 product; the two is the principle of life oriented display; three is the principle of using value to display the home textile brand and product; and the four is the principle of brand value display. 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.

Boyang baby home textile has two big star brands: "pleasant goat and big wolf". "Sponge baby" is the top brand of the brand. In the brand terminal display, 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.