Home Textile Brand Enterprises Need To Build Up A Centennial Brand.

< p > 2013, home textile enterprises along the way, from time to time promotional activities to stimulate consumption, but the media exposure again and again, consumption is weak, home textile terminal sales are not ideal, not only let home textile dealers to shop confidence shaken, also let consumers doubt the price of home textile products, in the end, is this 50 percent off really cheap? < /p >

< p > public Xiao Zhang, when looking back on his marriage, bought a bedding item and ran to a more famous brand. As a result, the brand is always on sale now, making him lose confidence in the brand, which is no difference from the three stream brand on the street.

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Ms. P, who is a working member, is at a loss as to how to buy home textile products. Originally 50 percent off is very attractive, but home textile shops in a street are all so low discounts. Instead of knowing what brand to trust, they want to have a discount home textile brand.

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< p > discount not only "hurt" the brand image of home textiles, but also "hurt" the normal order of home textile terminal sales.

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< p > disorderly discount only because of "inventory", due to the high estimate of previous years' home textile market, blindly increase production, so that many home textile enterprises have not been able to slow down, inventory is a business dream, business ability and product marketability.

Any enterprise will have inventory. Entrepreneurs should prevent the backlog of products one by one, and deal with the backlogs at the same time, so that the inventory can be circulated.

The usual selling methods for enterprises are: setting up discount stores, supplier repurchases, promotional gifts and popular products, and planning for inventory sales. For example, the dream house home textile shows in the two quarter performance report: there is no inventory pressure before the advent of the autumn and winter sales season in the second half of the next year. Under the background of market warming, there is no need to worry too much about inventory, and it does not pose a threat to sales. At the same time, in the context of company performance recovery, the possibility of replenishment is not ruled out.

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< p > whether it is a home textile brand enterprise or a terminal dealer, after a market change, it is necessary to learn a truth, "blindly promoting sales activities will only destroy the brand image and let shops enter a vicious circle".

Therefore, this year, every home textile brand enterprise has put the training of shop management in an important position.

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< p > in fact, the promotion of home textile products is more common in the industry. The whole industry presents "two high and one low": the market has high capacity, high growth and low market share. At present, no home textile brand has a market share of 1% and "two identical low": product homogeneity, commercial mode homogenization, low price competition.

Under such circumstances, the inventory and promotional products produced by home textile enterprises are natural products of the development of the industry.

Lin Xiaojian, a senior member of the home textile industry, said that the current home textile enterprises are quite similar, from investment mode to spokesperson and product, and the price of products has already been priced in order to constantly adapt to the promotional activities and discount market in the future.

If we want to go froth, we have to reduce the price to restore the value of the product itself.

If brand and commodity are differentiated, brand premium has been realized, so the value is strong and the bubble in price is less.

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< p > indeed, in some well-known brands at home and abroad, there will not be a substantial discount. Even if it is close to home textiles, < a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > industry, good brands will not arbitrarily reduce prices to break the brand image.

A real brand, his price bubble must be controlled, and the so-called bubble is part of his brand value, and the price bubble in home textile products is a real bubble. It has no value, so in the fierce competition of the market, it returns to the value of the product itself. Finally, the consumer receives the price after promotion.

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< p > no matter the impact of e-commerce or the change of the consumer market, it is also necessary for home textile brand enterprises to establish a centennial brand and increase the brand premium.

Dr Lin said that brand enterprises should understand the source of new benefits, increase through stock optimization or increase increments, rely on the intensive cultivation of old shops to improve the efficiency of single stores, or expand the territory in the new market.

The price bubbles of home textiles will also disappear through the development of the industry, and the real "brand" will be born to save the price chaos.

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