House Clothes, New Brand, Experience Hall, Marketing Strategy

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< p > November 7th, the only "a target=" _blank "href=" http://www.91se91.com/ "dress" /a "released in this China Fashion Week is the new brand from a target=" _blank "href=" _blank "> designer" Ma Bin ". This conference, featuring" Ben Sheng "as the theme, reveals the new trend of fashion home life with its pure color, essential ecological fabric and original intention and sex matching culture.

When the a target= "_blank" href= "http://www.91se91.com/" > clothing < /a > the overall market downturn, the attention to the "second space", the refinement of the market, or will expand into a blue ocean.

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< p > < strong > market year increased by over 30% < /strong > < /p >

< p > reporter learned from China's < a target= "_blank" href= "http://www.91se91.com/" > textile < /a > commodity business association, the annual consumption of Chinese household clothing exceeds 10 billion yuan, the annual growth rate is over 30%, which is the fastest growing variety in the clothing industry.

Peng Guifu, vice president of China Textile Business Association, believes that China's home furnishing industry is growing fast and has great potential. Its brand concentration is high and its famous brand "dominates the whole world".

Unlike most of the production of OEM garments, domestic clothing is mainly sold domestically, which is less affected by exchange rate and trade friction, and the prospects for development are relatively better.

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< p > according to incomplete statistics, from the early 80s of last century, the first batch of pajamas products appeared in China. So far, there are over 1000 professional production home furnishing enterprises in China, forming industrial clusters. The most concentrated industrial base is located in Guangdong province. Shantou is the most complete industrial chain and the largest scale of production.

Ma Bin, director and design director of Guangzhou Ma Bin Fashion Co., Ltd., was particularly impressed by this. "As early as 2007, the market which had played a leading role in bra and thermal underwear suddenly broke out the" dark horse "of household clothes. At the same time, the traditional underwear enterprises that had been in the underwear ring were invariably launching their own brand of household clothes and a strong appearance of their home furnishing clothes.

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< p > at present, the domestic clothing industry in China is still in its infancy, and the concept of consumers' home clothes is still very vague. According to survey data, 69.2% of consumers do not know the meaning of home clothes.

Nevertheless, household clothing consumption growth rate is still as high as 30%, consumption has already exceeded 10 billion mark.

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< p > < strong > design force still needs to be promoted < /strong > < /p >

< p > "the past home clothes are too comfortable and casual, but lack design power."

Ma Bin said that taking this conference as an example, in the theme of fashion idea, we should present the charm of design in a diversified fashion, and break the stereotype of "lazy but not fashionable" in the use of visual elements in the use of visual elements. We should use fashion design techniques to create home clothes, and ignite the hope and power of a better life in home life with a refreshing color, and a new life attitude that is hopeful for the future, so as to convey a fashionable family view.

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< p > in the actual market, there is a prominent phenomenon of homogeneity in household clothing products.

The Beijing Commercial Daily reporter visited contemporary department stores such as Shuang an and other department stores. The promoters' introduction to home clothes also focused on fabric selection and comfort, but they didn't care about the style and design recommendation.

"Only heavy fabrics ignore design, making different home furnishing brands, especially high-end brands do not have obvious identification characteristics, even if the price and the low-end products keep a clear distance, but the product positioning is very difficult to get consumers' recognition directly, this is a household clothing as an independent clothing category must be reversed."

China's < a target= "_blank" href= "http://www.91se91.com/ >" fashion designer < /a > vice president and Secretary General Zhang Qing Hui said.

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< p > in addition, according to incomplete statistics from relevant industry, designers who specializes in home furnishing design account for only about 20% of the total number of home furnishing designs.

This situation is extremely inconsistent with the huge development space of home furnishing industry, and also makes the pace of fashion development of home furnishing slower.

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< p > < strong > experience museum marketing method < /strong > < /p >

< p > "in fact, home clothes are the best clothes that can be bought not only when the" a target= "_blank" href= "http://www.91se91.com/" clothes "/a" is bought.

Ma Bin said, because home furnishing is a dual carrier of material and emotion that can not only meet the needs of family members, but also fully reflect the happiness and happiness of families, "it has rich connotation as traditional festivals.

When people gradually become familiar with and identify with it, their inner resonance will naturally lead to active consumption.

Of course, this process needs to be built on the basis of constantly promoting the culture of home clothing.

In Ma Bin's view, the key to the realization of consumer resonance is to experience the rich shopping process. Ma Bin dress has been planning to promote its brand life experience Museum in Beijing after the conference.

"At present, the products of home furnishing brands account for more than 80% of the market share through sales in the underwear stores, and only 10% of the stores that sell exclusively as household clothes.

In the process of combined sales, no matter what channel the shop is in, the household clothes in the shop are difficult to be highlighted.

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< p > clothing industry analyst Li Kaiming also expressed a similar view. "The real competition of home furnishing comes from the industry. The biggest competitor is not the brand, but the consumer's identity".

Li Kaiming said, "in the next 5-10 years, household clothes will be a fast developing market. It has become a sunrise industry in China's clothing industry.

As a new market segment of clothing industry, home clothes can be said to face a market share battle with sportswear, casual wear and other clothing varieties from the day of birth.

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< p > in addition, the current home furnishing industry is not in the "sub cake" stage, but in the stage of how to make the cake well. The terminal sales shop can meet the display needs of brand family clothing series and all kinds of products, and provide products and space guarantee for customers to feel more intense experiential shopping.

We can also develop household clothes as the main body in a certain proportion of other supporting categories, such as similar accessories, home textiles, furnishings and other merchandise sales combination sales.

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< p > "improving the product design ability, improving terminal channels is of vital importance to the development of home furnishing clothing and even the development of home furnishing industry and cultural promotion."

Ma Bin said.

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