Professionals Talk About The Path Of Home Textile Enterprises

Less than p ago, the 2013 China "a href=" http://www.91se91.com/news/index_c.asp "home textile" /a conference was held in Beijing. Home textile people from all over the country gathered together to discuss the development plan of the home textile industry. In the face of this year's domestic textile industry's lack of external demand and slowing domestic demand, home textile enterprises began to focus on practicing "internal strength", innovating marketing mode, expanding overseas markets, and focusing on personnel training. Many changes happen quietly in home textile enterprises. However, how to "change" in order to adapt to the trend of the industry, how to "change" to help the development of enterprises themselves? < /p >
< p > < strong > on marketing < /strong > /p >
< p > < strong > the breakthrough of home textile enterprises in the new media era: < /strong > /p >
< p > nowadays, the Internet has become a new way of life. The number of Internet users in China has reached 600 million, and the Internet penetration rate has exceeded 42.1%. The market size of online advertising has surpassed the newspaper as the second largest audience after TV. Li Guangdou said that 2014 will be a turning point. The era of new media is coming. With the help of new media, marketing innovation has become an important means for Chinese textile enterprises. < /p >
< p > < strong > transformation, innovation and vitality, < /strong > /p >
< p > it is predicted that China will surpass the United States in 2020 to become the world's largest economy, but if it does not transform, the momentum of rapid development is very difficult to sustain. Why transformation? Because of the unsustainability of China's economic development, the 3 traditional economic growth factors, such as cheap labor force, cheap land and cheap renminbi, have already vanished. According to economists, "the engine of China's economic development has disappeared and the engine has failed to start." < /p >
< p >, how to transform as a home textile enterprise? Li Guangdou thinks that home textile is a market that can never be satisfied. In the past, many people only covered a quilt for only a towel in a few years. But now hundreds of yuan to 10000 yuan of bed products, have the corresponding consumer groups, all kinds of towels and other household textile supplies, in whose home is more than one. Some people even say that from Monday to Sunday, there are 7 home textiles for home use. Therefore, China's home textile enterprises are faced with an unlimited consumer market. Home textiles in today's people's home life, not only has the basic nature of practicality, but also has multiple attributes such as decoration and emotion, so the home textile market has great potential, and marketing innovation and wide space. < /p >
< p > < strong > Fashion Marketing breaks out of tight encirclement < /strong > /p >
< p > what is the essence of home textile industry? Li Guangdou's answer is fashion. For home textile enterprises, first, the brand should be younger. The core is to grasp the pulse of fashion. When the young consumers abandon you and the old consumers quit, your brand will be dangerous. < /p >
< p > Second, it is necessary to connect with art, not only enterprises, but also entrepreneurs. Entrepreneurs should have an aesthetic taste of art. Most of the founders of foreign famous brands are their brands originally "a target=" _blank "href=" http://www.91se91.com/ "designer" /a ". They design products themselves to express their ideas and ideas. In China, Lin Guofang, chairman of the home textile giant fuanna, is keen on designing products and matching colors. < /p >
< p > Third, making fashion topics. Fashion has always been closely linked with celebrities, making use of celebrity endorsement and film and television drama to "get out of the mirror" and so on to get the attention of the public. < /p >
< p > Fourth, Western learning is the body, middle school is for use. Many entrepreneurs have misunderstandings about fashion. When it comes to building Chinese brands, they blindly make traditional Chinese style products. This concept is error, and ingenious blending into the fashionable elements nowadays can help to win more consumers' hearts. < /p >
< p > fifth, marketing is king. Nowadays, traditional marketing methods can no longer solve sales problems as quickly and effectively as before. New media has become a new marketing star. WeChat, micro-blog, e-commerce and other Internet marketing tools will become the focus of the future. In the new media age, building brand needs new ideas. The marketing strategy of the leading enterprises such as fans and eyeballs is worth learning from. If WeChat and micro-blog do well in marketing, enterprises can replace consumers' cognition and attention with low cost. < /p >
< p > sixth, learn to tell stories. The design concept, brand style and so on in the narrative style in the publicity page, advertising film, let story marketing play a strong charm. < /p >
< p > "now many enterprises have their own micro signals, but 365 days are WeChat products, so no one will be interested in WeChat. The communication strategy in the new media age is sharing, interaction, interest and transparency. Home textile enterprises should seek breakthroughs in the new media age. They should not only use new media, but also skillfully use new media and constantly interact with consumers through innovative marketing strategies and ways, thus building a solid close relationship. Li Guangdou said. < /p >
< p > < strong > < < /strong > > /p >
< p > < strong > try to "go out" the expansion road of home textile enterprise < /strong > /p >
< p > in recent years, home textile enterprises have gone abroad to develop more and more overseas. However, when going out, many enterprises also feel the challenges are enormous. < /p >
< p > < strong > three trends boost the home textile industry forward < /strong > /p >
< p > according to McKinsey's research, there are ten main trends in the global economic evolution. Among them, three major trends that affect the home textile industry are the shift of global economic gravity, the impact of new consumer groups on the market, and the change of life on the Internet. At present, the number of Internet users in China ranks first in the world. In 2012, online retail sales exceeded 190 billion dollars, and by 2020, online retail sales will reach 650 billion dollars, and the number of Taobao electronic businesses will reach 600 million. According to the relevant surveys, under the traditional offline distribution channels, the higher the penetration rate of the Internet, the higher the Internet penetration will be. {page_break} < /p >
< p > < strong > overseas development faces multiple challenges < /strong > < /p >
< p > from 2007 to 2011, the speed of Chinese enterprises investing overseas is very fast. With the experience of overseas operation, Chinese enterprises are more and more confident in the process of globalization. In the process of "going out", information technology has improved the responsiveness and market control ability of the industry. The use of innovative processes has improved the adaptability of processing and the efficiency of production lines. The development and utilization of new materials have reduced the dependence of industries on single materials. < /p >
< p > however, enterprises are still facing many challenges, such as serious competition in homogenization, blind expansion and investment, and lack of meticulous management. "Now many enterprises are not precise enough in brand positioning, lack of scientific standards, lack of marketing and propaganda means, and pursuit of production scale is greater than the pursuit of economic value." Li Yi said that at present, most Chinese enterprises are still in the initial stage of globalization. < /p >
< p > Li Yi said that to achieve globalization, Chinese enterprises need to overcome a series of obstacles, including external obstacles, such as obstacles caused by differences in political and economic systems, intellectual property rights, labour and other sensitive issues, and scruples caused by lengthy decision-making processes. The internal obstacle is the lack of systematic process, method and team of professionals. Most Chinese enterprises are still novice in overseas investment and expansion. These obstacles make Chinese enterprises "go global" challenging. < /p >
< p > < strong > "go out" < /strong > /p > in an innovative business mode.
< p > Li Yi takes the Indonesian market as an example to interpret enterprises' "going out" in an innovative business mode. "I have been to Indonesia 3 times this year, and I have a very deep impression on Indonesia. Indonesia is the sixteenth largest economy in the world. By 2030, Indonesia will surpass the developed countries such as the UK and France and become the seventh largest economies in the world. < /p >
P Indonesia has seen rapid economic development in recent years, and is regarded as a potential market. Many international brands have been stationed. At the same time, Indonesia's electricity providers are also developing rapidly. Although its base is small, its growth is relatively fast. In 2013, eBay entered Indonesia in a big way, cooperated with Indonesia Telecom, launched the Indonesian version of eBay, launched this fall, and joined Indonesia's largest Mobile Corporation, Indonesia mobile, to promote its online platform on the SMS platform. The Indonesian version of eBay is similar to China's Tmall, setting up an access platform for merchants and managing the system in a unified way. < /p >
< p > "our survey found that Indonesia lacks China's perfect wholesale and retail market. Therefore, once the innovative modern online and offline integrated sales mode is introduced into the Indonesian market with great potential, it will have a disruptive impact on the original market. Li Yi encouraged domestic textile enterprises to make an attempt to "go out" in an innovative business mode. Why should China's home textile enterprises go out? Increase the profits of enterprises, open up new markets, slow down the pressure of domestic cost increase, resource shortage, and rationally layout "a href=" http://www.91se91.com/news/index_c.asp "industrial chain < /a", easing the imbalance between supply and demand in the domestic market, and strengthening and exporting Chinese brands. These are the answers. < /p >
< p > but in the "going out", enterprises should strictly select the market and entry mode, fully consider how to embody the core competitiveness of enterprises, and go beyond the traditional business mode, and combine modern marketing means to open up new markets. At the same time, Li Yi suggested that enterprises should use the platform to "go out" and prevent them from fighting alone. < /p >