Home Textile Marketing Meng Marketing Stimulate Consumption

"Double 11" is coming, and the following Christmas and new year's day will be the global online shopping. market Push to a new peak period, it is obvious that domestic e-commerce businesses will not miss this golden opportunity. To this end, a home textile brand electric business has long been ready to win. How should the home textile business providers use this grand holiday to launch the sale of the whole network? How should the brand rely on the "double 11" to enhance its influence and competitiveness?

Home textile business operators in the "double 11" during the surge in sales volume, behind this in addition to the promotion intensity, the Chinese market consumption structure change is also one of the important reasons. At present, the total number of post-80s and 90s has reached nearly 400 million. The younger generation has become a new force in consumption, and the following diversified marketing channels have made the many home textile brands that have "become famous" face great challenges, and a storm like marketing revolution is just around the corner.

Since the "double 11" in 2012, selling Meng marketing has become a new way of brand younger. Sell Meng is to make themselves more lovely, brand selling Meng's purpose is to appeal to the younger generation of consumers. Selling Meng marketing means that brands communicate with all kinds of network language, fashion hotspots and young consumers. There is a "sprouting" point in selling sprouts, and interaction is the key. First, let consumers like you before you can let consumers accept you and buy your products.

Looking at the past year, many big brands are selling Meng, selling Meng has become a fashion, and more importantly, it is an effective marketing tool. Their "sell Meng Jing" is definitely worth learning and playing at home textile shops.

　　 Coca-Cola sells roses for pleasure

Coca-Cola has been selling addiction lately, and faced with the banner of "the choice of the younger generation", Pepsi Cola, which has been working on younger groups, this time Coca-Cola finally broke through a lot in product marketing.

Coca-Cola launched the new packaging in China. The label is printed with "girlfriends, roommates, oxygen beauty, meow stars, white Fu Mei, natural stay, high handsome, next door girls, pure men, youths, young artists, small loli, activists, fans, moonlight clan" and so on. As a world-class brand, Coca-Cola has 1 billion 700 million loyal consumers in the world. It can not be underestimated to sell the natural strength.

Looking back at the advertisement of Coca-Cola, it has always been the main emotional appeal of "family happiness". It is hoped that it will compete for the young consumer group. The advertising picture is also a scene of family reunion. But most parents in China will almost have a word with their children: "drink less carbonated drinks". Therefore, the breakthrough of Coca-Cola's marketing is historic, changing the inherent traditional image, making it the first city to compete for young consumers.

Besides selling Meng on the packaging label, Coca-Cola also continues to sell Meng strategy in packaging structure innovation. The essence of Coca-Cola lies in sharing, sharing two cans of coke, how to divide it? Coca-Cola's two in one sharing dress tells you the answer, and two cans of coke can be produced in one second. However, the current packaging is only a limited edition in the Singapore region.

Apple Mobile selling "gold"

China's consumer market has entered a gilded age, no matter what products, high-end atmosphere should be high-end, but also low-key luxury connotation. Apple recently released iPhone5c and iPhone5s products, one of which is mainly colored by gold, and is known as "tyrant gold" by netizens. Several other products have been dubbed "brain dust" by netizens. Hat Green, northeast silver...

It can be said that Meng Meng marketing caters to the trend of younger global consumers. If we dig from past marketing concepts, this marketing method is not new. It is only the rapid development of new media that gives more marketing value to sell Meng marketing, and increases the interaction and dissemination power of selling Meng marketing.

　 Sell Meng marketing stimulate consumption

In the traditional marketing concept, the 3B principle as a creative advertisement has been enduring. One of the protagonists of advertising: Baby (baby), whether it is fashion goods or cars, or consumers who are most exposed to consumer goods, many advertisements can not be ignored by babies, but the baby's characteristics are "sprouting". Advertising shows two of the protagonists: Beast (animals), animals are popular both in Madison Avenue in the United States or in Chinese local advertising circles. Because animals are endowed with human feelings and behaviors, they can produce a new sense of humor. This is the biggest attraction for consumers. Advertising shows three of the protagonists: Beauty (beauty), after the traditional beauty has gradually caused consumers' aesthetic fatigue, beauty selling Meng has become a great trick of advertising creativity.

However, every marketing concept has its applicable cycle and mode, and the right selling Meng can get the favor of consumers, but selling malpractices will also bring great harm to the brand: 2008 after the Beijing Olympic Games, the Chinese sports brand Lining, who is in the ascendant, is the first to display the new brand proposition of "90 after Lining" in order to contain the trend of the aging of its brand. However, because of the unclear concept expression and the lack of systematic measures, this bold marketing initiative has not only won the hearts of the post-90s, but has lost many of the original 70 consumers.

Therefore, the key to selling Meng marketing is to "sprout" on the spot. A successful sprouting point must be the point of interaction and topic with consumers. All the brands that sell successfully have a common feature, that is, when they sell their sprouts, they generate a lot of topics. These topics are all talked about by consumers, and consumers are willing to share in the new media. Only in this way can we continue the good reputation of the brand, while increasing the positive energy of the brand, it will also play a huge role in promoting the brand younger.

　　 Home textiles Electricity supplier needs channel change

In addition to changes in marketing practices, home textile brand is also facing another important change -- full channel integration.

Over the past 30 years, the channels of home textile enterprises have undergone several shuffling. With the development of e-commerce, "selling products" has not only been restricted to direct stores, franchisees, and chain stores, but also the opportunities for online expansion. The online sales channels represented by Tmall and Jingdong are providing an important online sales platform for the entire home textile industry.

In terms of the current channel status, the urgent matter of the channel construction of home textile enterprises is to actively layout O2O business, and the two core of O2O can not be ignored. The first is how to get through the online and offline sales channels to form a complete channel integration; second, how to balance the contradictions and conflicts between the traditional offline channels and online channels.

For home textile brands, some brands are mainly direct shops, some are mainly franchised stores, and different traditional channel models should have different layout and integration strategies. The home textile brands that are mainly run by shops are in good transition. If franchised stores are the main brands, a series of issues such as interest segmentation should be reconsidered before they can be "right or left".

"Double 11" is just a holiday marketing campaign to create a marketing campaign in the selling season. It is a long war to build brand and maintain brand competitive advantage. Home textile enterprises must start from the overall situation of establishing brand, reshape channels and integrate marketing, so as to win the favor of younger consumer groups and build a solid brand advantage.