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China'S Home Textile Industry Needs To Enlarge Its Brand Advantage.
< p > nearly 10 years, the development of China's a href= "http://www.91se91.com/news/index_c.asp" > Home Textile Industry < /a > has been developing rapidly. The competition in the home textile market has entered the white hot state. How to create a strong brand to promote the sale of home textile products? In recent years, with the increasingly fierce market competition, the Chinese textile brands have almost reached the edge of the cliff. Although the home textile brand enterprises have hired large name actress to speak for themselves, they also take advantage of the modern e-commerce marketing channel to occupy the market opportunity. According to the insiders, China's home textile brands should do enough in three aspects: brand concept innovation, brand value accuracy, brand image specialization and so on. < /p >
< p > < strong > brand conceptualization seeks innovation potential < /strong > /p >
< p > China has always had the main idea of women's owners and men. The idea of home textiles should be attributed to the management category of the hostess. Men basically don't 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, and the two is the perceptual consumption occupies an important position. That is to say, women often buy things not only cheap but also romantic fashion, so women love to shop, on the one hand enjoy the shopping mall full of shopping breath, on the other hand, you can get good quality and inexpensive things. < /p >
< p > the trend of brand concept depends solely on a certain concept. Industry organizations put forward the concept of "conceptual integration" brand planning, organically integrate more brand concepts, create a unique brand concept with rich connotation 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. < /p >
< p > < < a > > href= > http://www.91se91.com/news/ > Home Textile Enterprise < /a > the characteristics of brand conceptualization. Insiders put forward that the concept of home textile brand should be integrated to find a breakthrough in concept so as to prepare 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. < /p >
< p > home textile products terminal display follows the following principles: first, the principle of comprehensive display, the comprehensive display of home textile brand and products; two, the principle of life oriented display, the display of home textile brand and products completely; three, the use of value to show the original principle, the gradual analysis of the use value of home textile products; four, the principle of brand value display, and the display of 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. < /p >
The development of < p > China a href= "http://www.91se91.com" > Home Textile Industry < /a > 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 multiple display of brand value. < /p >
< p > < strong > brand lean to seek value. < /strong > < /p >
"P" is the first to put forward lean brand in the process of building home textile brand, which is also related to meticulous thinking for female consumers. < a href= "http://www.91se91.com" > home textile brand < /a > must be passed through the brand value, and finally presented to consumers through the price. < /p >
< p > to study the consumption characteristics of female consumer groups, we will find that female consumers have a very emotional side and a 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. < /p >
< p > the so-called lean brand is to require the brand to be refined in the construction process, the refined elements of the brand, the precise expression of the brand expression, the accurate expression of the brand connotation, and the accurate presentation of the brand image, so as to achieve the ultimate value of Zhang Xian brand and sublimate the brand. When investigating the home textile brand in the Yangtze River Delta, the industry organizations found that the small and medium sized home textile enterprises generally had deficiencies in brand building, among which the brand lean was the core issue of its brand value. < /p >
< p > < strong > brand image to seek the benefit of marketing < /strong > < /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. Consumers often see that the terminal display of < a href= "http://www.91se91.com" > home textile brand < /a > is carefully planned. This kind of elaborate terminal display plays a far greater role than the display of other products. The most typical example is the display of franchised stores and franchised terminals. < /p >
< p > < strong > brand conceptualization seeks innovation potential < /strong > /p >
< p > China has always had the main idea of women's owners and men. The idea of home textiles should be attributed to the management category of the hostess. Men basically don't 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, and the two is the perceptual consumption occupies an important position. That is to say, women often buy things not only cheap but also romantic fashion, so women love to shop, on the one hand enjoy the shopping mall full of shopping breath, on the other hand, you can get good quality and inexpensive things. < /p >
< p > the trend of brand concept depends solely on a certain concept. Industry organizations put forward the concept of "conceptual integration" brand planning, organically integrate more brand concepts, create a unique brand concept with rich connotation 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. < /p >
< p > < < a > > href= > http://www.91se91.com/news/ > Home Textile Enterprise < /a > the characteristics of brand conceptualization. Insiders put forward that the concept of home textile brand should be integrated to find a breakthrough in concept so as to prepare 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. < /p >
< p > home textile products terminal display follows the following principles: first, the principle of comprehensive display, the comprehensive display of home textile brand and products; two, the principle of life oriented display, the display of home textile brand and products completely; three, the use of value to show the original principle, the gradual analysis of the use value of home textile products; four, the principle of brand value display, and the display of 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. < /p >
The development of < p > China a href= "http://www.91se91.com" > Home Textile Industry < /a > 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 multiple display of brand value. < /p >
< p > < strong > brand lean to seek value. < /strong > < /p >
"P" is the first to put forward lean brand in the process of building home textile brand, which is also related to meticulous thinking for female consumers. < a href= "http://www.91se91.com" > home textile brand < /a > must be passed through the brand value, and finally presented to consumers through the price. < /p >
< p > to study the consumption characteristics of female consumer groups, we will find that female consumers have a very emotional side and a 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. < /p >
< p > the so-called lean brand is to require the brand to be refined in the construction process, the refined elements of the brand, the precise expression of the brand expression, the accurate expression of the brand connotation, and the accurate presentation of the brand image, so as to achieve the ultimate value of Zhang Xian brand and sublimate the brand. When investigating the home textile brand in the Yangtze River Delta, the industry organizations found that the small and medium sized home textile enterprises generally had deficiencies in brand building, among which the brand lean was the core issue of its brand value. < /p >
< p > < strong > brand image to seek the benefit of marketing < /strong > < /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. Consumers often see that the terminal display of < a href= "http://www.91se91.com" > home textile brand < /a > is carefully planned. This kind of elaborate terminal display plays a far greater role than the display of other products. The most typical example is the display of franchised stores and franchised terminals. < /p >
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