The Home Textile Industry Is In A "Skin" Stage.

< p > < strong > Product: unbearable lightness < /strong > /p >
< p > as we all know, the market development of home textile industry is not mature at present, and is changing from the introduction period to the growth stage. The market is relatively elementary. The primary reason is not only that the enterprises themselves are not strong enough to control the market, but also the channels are not mature, and more importantly, the immature consumers of home textiles. The consumer's sense of consumption in home textiles is not mature: the appearance of the product is heavier than the brand. The psychological motivation of consumers to buy home textile products is to beautify the family environment, feel comfortable and feel good; match with the decoration style and layout of the housing; therefore, the color and pattern of the product become an important purchase factor; in addition, only 2% of the consumers are concerned about the brand of the home textile product purchased, because the consumer's recognition of home textile brand is too low! < /p >
< p > we can see that the main buying factors of consumers are the appearance and price of the products, while the brand is in the secondary position. This is quite different from other industries such as < a target= "_blank" href= "http://www.91se91.com/" > clothing "/a", "fast food" and other industries. Among other industries, brands often occupy a very important position. The home textile industry is just the opposite. Because of the immature consumer awareness, enterprises have to work hard on product appearance only when they are developing products. At present, the innovation of domestic textile products in products is still very limited. Only a few colors, patterns, styles, and shapes are developed. The development of new products is very few, and it is not surprising that fierce price confrontation is being carried out on the same level. < /p >
< p > from the same a target= "_blank" href= "http://www.91se91.com/" > textile < /a > clothing, the success rule of the ten most successful clothing brands in the world lies in the rise of design culture. The rise of design culture and design power is the universal law of the rise of the world's largest men's clothing, such as AQUASCUTUM, LACOSTE. For more than a hundred years or decades, no matter what advanced marketing mode the world has been born, or how big international capital has been smashing to try to occupy the clothing area, these big names have always kept their secret barriers, occupying resources related to design strength professionally and meticulously, such as < a target= "_blank" href= "http://www.91se91.com/" > designer "/a" resources, fabric resources, supplier resources, etc., and constantly telling the beautiful story of the brand, so that the charm of design culture has always been above all factors including capital, and the brand journey has been fragrant for a long time. < /p >
< p > but Chinese clothing including home textile brand is not realistic if we want to rely on design culture to rise in a short time. Take Nantong's home textile industry, the town of peri stone bridge, for thousands of home textile enterprises, there are few enterprises with a complete team of designers. Take the words of the insiders, "product development is not there. How do we design the first-line brand? That is, what new design has been produced by fuanna, the first line brand learning is fuanna"; the second line brand is learning the first-line brand; the three line brand is the second line brand, so it extends to the next level. Therefore, we say that for China's home textile enterprises, the most suitable product is the way of "design + buyer". The characteristics of the "design + buyer" type is that the enterprise usually has a leading designer and a buyer team, and the designer makes the overall layout of the product, and introduces the design elements related to the brand, such as leisure fashion, art, classics, etc. on the samples purchased or purchased by oneself, while the buyer team divides the whole country to purchase samples and forms a stock of the order meeting. After the order is finished, the buyer reaches a single quantity of products and orders to the OEM factory, and his factory only produces part of the strong products. < /p >
< p > the product development mode of "design + buyer" will lead China's home textile industry for a long time. The second aspects of China's home textile industry's unbearable lightness are embodied in the high separation of product concept from product itself. Due to the homogenization of products, some leading home textile enterprises also want to make differentiation. But because of the weak product design power, it is difficult and difficult to reflect the difference in product design. < /p >
< p > < strong > how to do < /strong > /p >
< p > product design can not be differentiated, then from the concept of product differentiation, first put forward a lot of new product concept, as for product design, can reflect the concept of product embodies the concept of product, really can not, that's all. Therefore, we will see a phenomenon, in the homespun home textile product group, although the product is uniform, but the concept of the product is different, such as: "quality home textiles", "wedding home textiles", "big home textile", "down home textiles" and so on. But in fact, with the concept of product, there is not necessarily a product that matches the concept. We often say, first of all, "product conceptualization", that is to say, marketing, first of all, give the product a concept; then, we must "concept product", that is, we should implement the concept to the specific product development and design, so that the product can truly reflect this concept. Otherwise, without the concept of landing products, it is just a piece of leather. < /p >
< p > however, the vast majority of the concept of home textile products is still in a "skin" stage, which can not but arouse the attention of home textile enterprises. < /p >
< p > < strong > the hollowing of home textile brand < /strong > < /p >
< p > in view of the fact that the homogeneity of home textile products can not be broken through, many home textile enterprises have shifted the focus of differentiation strategy from product to brand. As a result, everyone in today's home textile enterprises is calling me a brand, and everyone is boast of big brands. Why are they all brands? Because they all start looking for spokesmen, some companies even start CCTV advertising. Is the brand so simple? Asks the spokesperson, has advertised, even the brand? The answer is of course negative. The brand competition of the home textile industry is still in the stage of extensive, homogeneous and low efficiency. All of them are busy asking for the spokesperson of the image. They are all in the footsteps of step Luo Lai. It seems that Luo Lai has succeeded, and he will succeed in following his studies, but he can not see that the key driving factors of the brand competition in the entire textile industry have shifted. < /p >
< p > in the past, if an image spokesperson was asked to be a brand operation, now that you want to take the place, the first thing is brand strategy planning. Brand positioning, core value, performance and dissemination are indispensable. What is more serious than that of spokesmen and advertising is that the brand connotation of many home textile brands is almost homogenized. We can get a glimpse of the whole family from the slogan of home textile brand. < /p >
< p > Roley: full bloom, charm Roley < /p >
< p > fuanna: where can we sleep all night? < /p >
< p > Kasen: a dream, a kind of life < /p >
< p > violet: home in nature, naturally at home < /p >
< p > mercury: love a bed, love a home, /p.
< p > Victor: comfortable and healthy, natural love home < /p >
< p > Meng Jie: love in family < /p >
< p > dream LAN: where the good dream begins, < /p >
< p > Bo Yang: life highlights /p
< p > this shows that most home textile enterprises do not have a clear brand positioning. Apart from a few brands such as fuanna and ESPRIT, they have their own clear product styles. Most of the other brands are basically homogenized, but they have only made a rough subdivision of the brand concept. Moreover, this kind of rough concept of brand is merely stuck in the vague meaning of "life", "love", "dream" and "affection", but often fails to put this connotations into product reality and fall to the end. In fact, the brand building of home textiles should have its deeper expression. < /p >
< p > < strong > first of all, the home textile brand has very strong practical function value < /strong >. As a product that has direct contact with human skin, it is necessary for the products to be harmless, environmental friendly and soft. And such a practical function to make consumers believe and accept, you need to create brand trust. Therefore, the strength of the home textile enterprises, the scale of the brand, the environmental protection of the products, and the excellent quality of the products and other factors become the content that the home textile brand must mold. < /p >
< p > < strong > secondly, the home textile brand also needs to create a lifestyle that belongs to its own brand. < /strong > good home textile brand is advocating and fitting a way of life, rather than just stuffing brand information. Home textile brand should enter the target market of choice. Through its own image and brand building, it becomes a symbol of life style. It relies on the influence of symbols and advocates the life style consistent with its image, thus becoming the leader in the market. < /p >
< p > at the same time, through the construction of brand image, enterprises will become a symbol of culture, and ultimately represent a way of life, representing a consumptive personal taste. In this era of individuality pursuit, lifestyle marketing respects the needs of customers, and enterprises themselves will get huge returns from this satisfaction to customer needs. < /p >
< p > in the market environment of product homogeneity, brand connotation and communication mode basically homogenized, and channel mode basically homogenized, the competitive brands mainly focus on the horse race enclosure of the channel. A large number of home textile enterprises are continuously investing in large-scale activities, and have built a brand Monopoly chain network nationwide. Moreover, in the market business district of the county level, almost all the small and medium-sized home textile enterprises can get together to open stores. The chain franchise model is the "hardware" part of the home textile terminal sales network construction, and the promotion of sales service is the "software" part of its terminal sales network construction. All two are the important measures to build the "brand effect" of the home textile enterprises. In the actual channel expansion, many domestic textile enterprises only "circle" not "pipe", "recruit" not "service", and use the most extensive management mode in maintenance channels. Such a channel development mode led to some management and maintenance of improper home textile brand, its terminal loss rate even reached 40%. < /p >
< p > in the face of such a high market loss, many manufacturers are still desperate to carry out large-scale investment promotion work, hoping to bring in new franchisees to replace the lost dealers. After such stubborn succession, many home textile brands have been consumed repeatedly in some parts of the market, unable to obtain sustained and stable market returns and status. < /p >
< p > the real healthy channel development mode should be this: first, reclaim wasteland, then reclaim wasteland, not only turn into good farmland, but also become a real pasture. That is to say, the key to winning the home textile industry should be gradually changing from the quantity growth of the sales network to the pursuit of the quality of the sales network, from opening stores to opening stores selectively, from opening small stores to opening large stores, and from selling circles to helping dealers to sell. < /p >
< p > above all, the home textile industry mainly has three disadvantages, such as product homogenization, brand hollowing and channel only. We believe that only the three major problems can be properly solved in the home textile industry can the whole industry develop healthily. And constantly improve the "design + buyer" product development mode, from the lifestyle and brand trust to brand and channel, gradually pursue quantity and quality, and these three directions are the only way for the home textile industry to solve the three major drawbacks of the industry. < /p >