Home Textile Enterprises How To Win In The Cracks

2014, China Home textiles Entrepreneurs are once again standing at a new historical juncture. Chinese textile enterprises, which are accustomed to growing in the environment of rapid economic growth, are in urgent need of new cognition and combing of brand development in the new stage of slow economic growth, consumption mentality and consumption structure. This is not only in the transformation and upgrading of the time, but also determines the future five or even ten years after the brand will go where the survival problem.

Fu Shi is a representative of China's home textile industry's successful brand. Sun Yong, general manager of Fu Tian Group and his team, has become a synonym for home textile wisdom. In the short span of a few years, the position of the industry leaders has been consolidated and improved, and the brand building has become indestructible. So, what kind of marketing way has made the home textile of a strong dust? Sun Yong told reporters about the company's marketing golden rule.

Marketing to fight for individual needs

In 2014, many entrepreneurs were discussing how to operate the home textile brand deeply. Faced with the same problem, the answers given by different entrepreneurs are similar and different. And marketing "turn around" has become the collective consciousness of China's home textile industry. This is not the inspiration of entrepreneurs. Rather, it is the accumulation and perception of the growth of entrepreneurs and the Chinese textile industry in the process of "creating the era of China's home textile marketing".

In response to this problem, Sun Yong pointed out: "at present, there are two faces in China's home textile industry: first, how to meet the personalized needs of the market in large scale home textile production? Two, some foreign brands begin to enter the Chinese market, and our brands want to enter the international market. How can we compete with international brands in the complicated and complicated confrontation?"

Sun Yong analysis, with the rapid development of China's home textile industry, home textile design is not only satisfied with basic needs, but some personalized home textile design products are favored in the market. The trend of home textile design is gradually broken down. Different age groups and even different consumer groups choose different styles and categories.

"The design and development of home textiles is just like clothing Like design and interior design, we need to grasp the trend of fashion and the style of hot selling so as to understand the needs of consumers. This will not only reduce the risk of unsalable products, but also be a necessary lesson for shaping the brand image of home textiles. Sun Yong believes that "the consumption habits of Chinese consumers are becoming more and more mature, and the purchase rate of branded home textiles is far higher than that of non brand home textiles. They are willing to pay more premium to buy home textiles with brand and high value. This is why the well-known home textile brands can get more high profits than ordinary home textile brands. " In Sun Yong's view, consumers buy not only the basic demand function of home textile products, but also the sensory experience of the design of home textile products to their lives.

Based on this understanding, Fu Tian has invested heavily in the introduction of international home textile design masters from China's Taiwan region and Japan, Europe and the United States. "The design of home textile towels must not be built behind closed doors. We must find out the trend of home textile development through the trend of world culture and culture. It is more important to understand the different needs and characteristics of the people, so that we can create the idea first and take people as the foundation." Sun Yong thinks.

As the leader of China's home textile industry, the "home textile" of "Sun Fu" is also based on the people-oriented design concept to win. The company has set up product research and development departments in Shanghai and international textile center, and has extensive information exchange and cooperation with the world's home textile design frontier cities, closely following the new trend of the world's home textiles. In addition, the company has established a long-term strategic cooperation alliance with the famous design institutes in China to make the home textile design better meet the needs of consumers. Strong R & D power has enabled the company to lead the new trend of the domestic textile industry and synchronize with the world's home textile brands.

Lotus blossoms and flowers

In 2014, for the group of Oscars, the heavy punches were launched with the brand plan of "double star".

Sun Yong said that Jieyu brand expanded the new product distribution through the deep ploughing channel, seized the terminal outlets, strengthened cooperation with the large shopping malls, and made good efforts to build the internal and external marketing teams, and formed a network system covering the whole country. Through the optimization of sales channels, Shanghai's Beijing strengthened its internal management so as to maintain a steady growth of direct channels in Beijing and Ji'nan. "Double line parallel" initiatives, so that the brand ends up in the end, honor is also coming. In 2013, AQSIQ released the first evaluation of China's manufacturing independent brand value for the first time. Spin In light industry, the brand strength of "Fu Shi" ranked first, and its brand value reached 3 billion 723 million yuan, ranking third. At the same time, fodge ranked twenty-first in China's textile and garment enterprises ranked 500 in the top twenty-first competitiveness, ranking first in China's home textile industry's annual competitiveness of the top 10 for many years.

In the second half of this year, the development of the two brands of "Fu Ye" and "Jieyu" will enter the "fast lane". The continuous speed up of the brand needs not only the support of the traditional retail market, but also the guidance and marketing, management, design and cultural innovation of advanced concepts. If vlaje and Jieyu want to win the frontier market, we must explore the brand and maintain the prosperous business and culture genes, reconstruct and precipitate the new mode, and debate, return and rebirth of the new culture.

In fact, the decision making group of the group has already focused on future planning and has taken feasible measures.

First, speed up the transformation and upgrading of the international market. Around the adjustment of product mix, we should stick to the middle and high-end market routes in Japan, Europe and the United States, and gradually reduce the proportion of low price orders. We want to avoid low price competition with other industries such as Vietnam, India and Turkey. At the same time, we should continuously improve the proportion of quality orders, increase the order of high value-added products, and accelerate the transformation to high-end business. Two is to accelerate the pace of brand building. Take brand building as the core strategy of enterprise development, seize the opportunity to speed up urbanization in China, and strengthen the brand image building, tap the potential of channels, speed up network marketing and seize market share with the help of the company's advertising effect in CCTV. Three is to strengthen the internal management of enterprises. Insisting on strengthening management as the eternal theme of enterprise development, by grasping the control of key links such as equipment operation, to ensure continuous improvement of loom efficiency; through organizing mass technological innovation activities, carrying out small changes, optimizing production processes, and promoting the continuous improvement of technological innovation capability of enterprises; and strive to complete the production informatization construction of the entire home textile plate in a year or so, and promote the transformation of the company's production mode from traditional manufacturing mode to flexible intelligent production.

The root of the business idea is the continuous innovation of blood. In the current era of contradictions between opportunities and fierce competition, where are the new strengths and energy sources of the home textile brand built by the group?

In this regard, Sun Yong believes that we must rely on the ability to get energy. "The important new energy is whether the company has the ability to enhance continuously. This is the real new ability. It is not only manifested in a specific aspect, but also in various aspects such as channel development, marketing ability, planning level or design capability. It is a systematic and comprehensive ability, which will grow, upgrade and enhance continuously."

Nowadays, sunvim The group is also thinking about how to actively adjust the elasticity of brand, product and industry, how to optimize business mode and competitive platform, and deeply perceive the necessity and adequacy of enterprise innovation. After actively integrating into the global market environment, these management ideas of the group will bring huge commercial value, and will also release endless energy boost and mark the mark in the process of China's home textile industry.