How To Renew The Household Clothes Market

What is the way out for the market diversification channels? With these questions, we interviewed the general manager of a href= "http://www.91se91.com/news/index_c.asp", "Chen Xiao" and "/a" general manager, to see how P Chen had his views on the home furnishing industry. What is the outlook for the home furnishing market in the coming year?

Background: P: in 2013, if you visit a home furnishing market and enter the store to inquire about the sales situation of terminal agents, you may hear that most of the terminal agents are telling the same question: home clothes are not ready now! < /p >

< p > < strong > Q: Hello! Chen, can you tell us what is the status quo of home furnishing industry? < /strong > /p >

P > Chen general: any industry development will go through the rise period, peak period and low tide period, a href= "http://www.91se91.com/news/index_c.asp" > home clothing < /a > after the peak development of the previous years, with the adjustment of the national economic policy, the increase of labor cost and production cost, now it can be said to turn into the low tide period, the price war is inevitable in this period, which also makes the profit of the home clothing market fall to a low valley; now many people are saying that a new round of shuffling of the underwear industry is coming, we are in the era of shuffling.

The big environment is: you want to find a high quality provincial a href= "http://www.91se91.com/news/index_c.asp" > agent < /a >, it is more difficult.

Some agents may have acted on several brands at the same time, so he can't devote all his energies to your brand. Some agents are making orders, but because of the financial problems, they have increased their turnover of capital chain repeatedly because of the financial problems. Many terminal agents have sold other brand products at the same time in order to expand sales volume, and also sell other brands of products at the same time, resulting in the confusion of terminal channels. These are the phenomena that most industries will enter into the trough stage. But I think this is precisely a chance to think for the industry, and it is also the time for all enterprises to do internal work.

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< p > Background: in 2013, the total turnover of double eleven Tmall was set at 35 billion. From November 11th zero, the total turnover of Tmall was constantly refreshing.

Within 10 minutes, the total turnover reached 1 billion 500 million yuan, reaching 5 billion yuan in 38 minutes, less than 6 hours, and the total turnover of Tmall exceeded 10 billion yuan.

This year, Tmall's double eleven turnover has exceeded 19 billion 100 million of last year's total sales, and it only took 13 hours.

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< p > strong > Q: Mu long has entered the electricity supplier from 08 years. After the development of these years, how do you see the development of electric business and entity? Will there be any conflict between them? < /strong > /p >

< p > Chen: in 2013, I believe you all feel the dismal market situation in the underwear industry. Another data refreshing in the double eleven period shows that developing e-commerce has become an irresistible trend now, and more and more enterprises are also aware of this trend. In the past few years, they have increased their investment in e-commerce.

The electricity supplier does not have the advantage of geographical restriction to facilitate more consumers. However, the entity wins the experience and feels the authenticity of the product and reduces the risk of purchase.

In terms of channel: the electricity supplier is another channel of brand. At present, it will compete with the entity. The cost of electricity supplier is low, and the price is cheaper than the entity. So some customers have tried clothes in the entity, but they have run to the Internet. This phenomenon is what we call the online competition. However, as long as the distribution of enterprises is good, this kind of internal competition can be adjusted. To solve this problem, in addition to asking the shop assistants to improve the service level of the shop, more products should be differentiated from each other, and there are two sets of products with different styles for the network and the reality.

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Background: at present, there is no shortage of home clothes brand, but the problem of homogenization is serious. The tag of household clothes is put together, and the product can not identify who belongs to P.

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< p > < strong > Q: in the face of the homogeneity of household clothes, how do you feel this will affect the home clothes market? < /strong > /p >

< p > Chen: there is a serious phenomenon of homogeneity in the home clothes market, which is very bad for a brand.

The clothes of each store are the same, so that consumers can not choose to choose. They will make them feel the same clothes. Why should I buy expensive ones?

This kind of consumption psychology virtually brings businessmen to the sales mode of price war. If a brand does not have distinctive brand characteristics to distinguish it from the mass brand, then it can not go far. Now the enterprise is not only selling products, but also selling brand culture.

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< p > strong > Q: for 2014, how do you feel about dealing with the next market? < /strong > /p >

< p > Chen: in 2014, the market is still a challenge and competition. Rearranging the channel is a major task. It is a great task to cut away the cut. A policy will only make the enterprise even more unbearable. To strengthen the development of the brand, the brand and enterprise without characteristics and no change will face the crisis before. Under the full line of the online and offline efforts, integrate the advantages of the offline brand, online zero distance shopping mode, form a close combination of online and offline, and truly realize the management philosophy of complementary resources.

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