Home Textile Industry "Bargain" Effect Geometry?

Under the intense heat of summer, reporters visited Beijing's shinguang department store, new world shopping mall, Cui Wei commercial building, and "you house" and other home textile products that have been selling well. In order to break through the off-season marketing, many home textile brands have launched 1~2 discount, and many brands have joined together to promote sales. "Factory direct supply" and "bargain sale" seem to be the theme of off-season < a href= "http://sjfzxm.com/news/index_s.asp > home textile market < /a > P.

Some consumers can not help asking: can "bargain price" really cut prices down to the best possible rate? In this regard, insiders pointed out that the sale of "bargain price" form is not necessarily the biggest, but it is certain that such behavior will "cut" the brand.

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< p > < strong > price disorder, damage brand value < /strong > /p >

"P", according to industry sources, consumers worried about things did exist.

Wu Qifeng, a Chinese textile marketing expert, also believes that the "bargain price" is a concession on the surface, and in essence cuts the brand value.

"The price cuts will happen just because some brands do not normally maintain their own prices, and the price system is incomplete.

Simply sell the sales in the form of "bargaining" will cause great harm to the brand value.

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< p > Wu Qifeng pointed out that the purpose of bargain hunting is to stimulate consumption, so that consumers can have a desire to buy when there is no demand for purchase, while buying more than constant demand when there is a demand for purchase, but this can only be more effective in the daily field, especially in the field of luxury goods.

However, the role of home textiles is negligible. The consumption of home textile products has the characteristics of unstimulating consumption. Excessive holding of "bargain" will trigger a "price war" among brands, making the industry unprofitable and seriously restricting the development of the industry.

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< p > he suggested that the home textile brand should go through the off-season. First of all, we should do a good job of market research, understand the real needs of the consumers, and promote and sell their products according to the market demand. Instead of just seeing their products, we will rush to do the bargain sale.

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< p > Ge Keming, general agent of Kasen home textiles Beijing, told reporters that all kinds of "bargain" on the market are not very attractive to their brands. The brand of an enterprise should be constantly appreciated rather than depreciated.

"I believe more consumers are willing to accept a brand that constantly appreciates, and businesses can protect the brand value while giving preferential treatment, so as to achieve mutual benefit and win-win situation."

Ge Keming said.

At the same time, he suggested consumers, if you want to buy high-quality and inexpensive home textiles products, select information channels is particularly critical.

"Consumers can understand the product's performance and reputation through various channels, fully understand the market of goods to be purchased, and have a good idea of the brand and price of such products.

Before ordering a specific item, we must ask several times "why". For example, what is the reason for the profit? What is the organizer of the group buying activity? Is it authoritative or credible? < /p >

The competition degree of China's home textile market is becoming more and more intense, so that people have reason to believe that in the whole Chinese market, the home textile industry is a widely recognized and competitive industry, because in the global consumer market of China, home textile brands must strive to compete with their counterparts in the leading position on the p side, and on the other hand, they must make every effort to resist the fierce offensive of foreign giants.

Not only because domestic brands compete with international brands, but they are often forced to take the lead, and because the national enterprises with low profits are facing the dilemma of collective losses.

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< p > most home textile entrepreneurs are more willing to see the real sales increase.

They think sales volume is the absolute principle. Is sales volume equal to brand strength? This is the principle they stick to.

While keen on channel price war, new concepts and new selling points of home textile terminals are emerging one after another.

In the short term, these refreshing technology concepts can really capture some consumers' attention. High-density advertising bombing can also contribute to certain purchasing power.

However, conceptual innovation is only a gimmick of hype and gimmick. Ultimately, it is the excellent experience brought by real technological innovation that can form brand reputation.

If there are no inherent organic links between the many product concepts launched by enterprises, then they will not be able to convey the common brand connotation, nor can they enhance the overall value of the brand and the overall identity of the consumers.

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< p > tactics instead of strategy. This is the common failing of a href= "http://sjfzxm.com/news/index_c.asp" > Home Textile Industry < /a > and many other industries.

The lack and deviation of brand management consciousness leads to the twists and turns of the growth of home textile brand.

It is easy to find out those brands with high loyalty, high premium ability and high risk resisting ability. The key to win the competition is to be able to operate the brand in an industrial value chain.

Because they deeply understand that only by grasping the key elements of the industry competition can we control the initiative in the market competition and become a strong brand.

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< p > < strong > rational thinking of "price collision" < /strong > < /p >

< p > "occupy a favorable position in the value chain of the global home textile industry, and then use core technology to enhance brand value."

Almost all home textile enterprises can speak out such competitive strategy.

"The strategic layout of the whole industry chain is insufficient" has been regarded as the biggest development weakness of domestic textile enterprises.

Home textile enterprises are always facing great competition pressure. In the age of survival becoming the first important meaning of enterprises, those "price wars", "concept wars" and "channel wars" caused by the end of the road are fully understandable from the perspective of enterprises.

If the so-called "expediency" is used as a "killer", it will not be surprising if it is defeated in the competition of international brands with core technology and brand value.

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< p > if the home textile enterprise can stand on the level of development strategy to look at the brand, then, < a href= "http://sjfzxm.com/news/index_f.asp" > brand management /a > can rise from a subtle tactical implementation to a far-reaching strategic guidance.

Just like Southern bedding decorating the brand as "the pioneer and leader of festive culture", the strategic focus of the company has been on the continuous realization of home textile culture and technological innovation. Fuanna's brand appeal direction has also focused on the excellent sleep experience brought to consumers by culture and technology leading.

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< p > American marketing expert Kotler once thought that the source of marketing is a continuous ability to provide quality products or services to target customers under the premise of realizing mutual profits.

At a deeper level, this sustainability is the core competitiveness.

Where is the core competitiveness of China's home textile industry? In fact, it is the grasp of the essence of the home textile industry: technological innovation and cultural identity are the driving force to start from the market to the strategic start, and the essence of the home textile industry is to satisfy the consumers' sleep experience with innovation and technology, and to attract the consumption recognition of the terminal with cultural fashion.

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< p > nowadays, more and more Chinese textile enterprises are concerned about the development direction of product function and technology trend, and begin to return to product oriented business competition.

In recent years, based on the large-scale manufacturing and distribution of downstream, enterprises such as dream orchid, foe, mercury and other enterprises have begun to actively implement the strategic expansion of "going upward" and comprehensively set foot in related fields such as home furnishing, accessories and so on, and want to redefine the new value chain allocation system.

For more than 40 years, Meng LAN has always used "technological innovation" as the gene of the growth of enterprises, and finally achieved the lead in the whole industry, and has again demonstrated the charm of strategy and technology.

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< p > it seems that based on the value chain of home textile industry, using innovative technology to satisfy the sleep experience of consumers, and forming the identity of product consumption in fashion culture is the way to break through the Chinese textile brand.

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