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The Diversification Of Channel Marketing In Home Textile Industry Can Win.

2014/7/7 0:15:00 34

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here the world's < a href= "http://www.91se91.com/" target= "_blank" > dress > /a > "target=", "" "" "" "" "" > "shoes" > hat net "Xiaobian" is introduced by the domestic textile industry channel marketing diversification to win.

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changing consumption into a new growth point

News playback: with the Spring Festival approaching, the consumer market in 2014 gradually increased.

Reporters learned from many markets in Beijing, Sichuan, Zhejiang, Liaoning and so on. The festive red package is the leading manufacturer of bed sales.

At home textile terminals in many markets, discount promotions are generally seen as festive red home textiles.

Apart from Luo Lai, Fu Anna, Xin Ting, violet, Vico, Hui Yi and other brands, most of them have 5~7 discount, some bedding series even lower than 70 percent off.

in the home textile area located on the 7 floor of Han Guang Department Store in Beijing, according to the home consultant of Luo Lai special store, with the Spring Festival approaching, the weekend has become the focus time for consumers to purchase home textiles. Compared with the previous group buying upsurge, this year's new consumption performance is better, accounting for about 40% to 60% of the sales volume of the counter.

A Hangzhou franchisee of Deng Xi bird home textile said: "as the Spring Festival draws near, there are more people buying 4 pieces of clothing, and whether it is the purchasing benefits of the enterprises or the scattered purchase of the public, they prefer the big red bed products suite.

Even though the overall situation of the industry in 2013 was not very good, many domestic textile enterprises began to busy production in the first year of 2014, and many products were already sold out of stock.

In addition to the fierce fighting in the physical stores, online brand stores are not showing signs of weakness.

And echoing with the entity store, online sales are still leading in red.

at the same time, the soft clothing and consumption of cloth art also began to see "happy" at the beginning of the year, so that the curtains, carpets, small cushions and tablecloths were enlarged.

In the interview, the reporter found that unlike the purchase of bedding products, shopping malls and boutiques are different. When buying soft cloth for home furnishing, consumers will choose the cloth retail or wholesale market closer to home or choose online shopping.

According to Taobao's customer service staff, orders are high every year and often need to stay up late to place orders and deliver goods.

Besides, P also promoted the sale of non decorative household textiles such as towels and bath towels.

Even though the industry and the terminal have been guiding and encouraging new consumption of towel, some achievements have been achieved, but it is far less than the traditional idea of "New Year's new use".

In an interview with consumers for new awareness and consumption habits, shark, Luo Lai and other home textile brand marketing people said that the new consumer market still has great potential and expansion space, it is worth looking forward to.

reporter comment: in the past wedding, gifts, group buying home textiles, home textiles new consumption trend is more and more obvious, become the new consumption growth point of the new year market.

In the interview, reporters found that whether Beijing, Shanghai and other tier cities, or Shenyang, Hangzhou, Changsha and other two or three tier cities, new consumption has driven the sales of home textile products to rise, especially in the young, highly educated, and certain economic strength of the consumer groups.

Taking a look at the 2014 home textile market in recent years, in recent years, continuous consumption trend has been advocated and trained. Home textile replacement consumption has become the fourth fortune channel of home textile terminal after holiday economy, gift economy and wedding economy, and its performance has been showing good trend.

pformation home decoration "profit margin" /p >

News playback: in the first China summer household products fair, many enterprises exhibited more products such as home furnishings, ornaments, accessories, etc. many brands not only set up home furnishing video area, art lighting area, decorative painting area, decorative cloth art district, but also specialized in creating small adornment areas, and opened special areas for hotels, villas and sample housing projects.

Reporters at the scene saw that the home furnishings displayed on the exhibition were mostly new products launched by home textile enterprises. They had both magical glass ornaments and ceramic works of traditional oriental meaning. They had both silk products with practical design as well as heavy metal products with creative ideas.

many exhibitors say frankly that with the rising housing prices, when decorating, citizens are more willing to choose more creative soft clothes instead of hard clothes.

On the other hand, with the 80's and 90's becoming the new main body of household consumption, with the fast pace of work and life, this group's strong demand for personalized home and comfortable home makes the soft fitting market grow.

consumer demand for home accessories is increasing. For home textile enterprises, it is also a great challenge and challenge.

Many businessmen admitted that the demand for soft clothing is increasing both in home textile stores and in specialized processing cities, which has also made sellers more focus on the development of soft loading market.

Li Jianhua, President of China's a href= "http://www.91se91.com/" target= "_blank" > textile > /a > commodity business association, said that the expansion of traditional home textile enterprises to the home accessories industry located downstream of the industrial chain will be a good choice for the development of home textile enterprises next step.

Reporter P commented: facing the current consumption trend, home textile enterprises should make preparations for pformation and upgrading. Choosing to dig deeper into other fields or on the original industrial chain is the key measure to maintain the competitiveness of home textile enterprises.

Market segmentation and accurate positioning are the inevitable choice for domestic textile enterprises to refine their services. Studying specific consumer groups at a certain level will help to make products and services more sophisticated.

In addition, home textile enterprises should adjust the characteristics of products and services, improve the quality of products and services according to the characteristics of the two or three line cities, improve their performance price ratio and expand their influence through targeted acquisition and development of information technology.

In fact, the national chain home store represented by incredibly home, red star, and so on has already extended its tentacles to the two or three line cities in all the major regions of the country. From the development plan of some home tycoons in 5 to 10 years, we can see the general track of the future development of the home textile market: the two or three line cities are still the protagonists.

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three kinds of electronic business models are most profitable, /p >

News playback: with the rapid development of the electricity supplier in the industry, the choice of the electricity supplier is not to be done, but must be done.

At the beginning of this year, in the investigation of the application of e-commerce in home textiles and clothing industry, Xie Ming, chairman of Jiangsu Textile Industry Association, introduced three kinds of electricity supplier models with different characteristics.

The first is to use e-commerce to clear inventories, to make use of the advantages of low cost of e-commerce channels, to attract consumers of online shopping at low cost and explosive money, to achieve the purpose of inventory clearance by enterprises, the second is "small and beautiful", online products are mainly in a certain field, products are very characteristic of design, there are certain exclusive consumer groups, and the third is to launch online new brands, using the influence and reputation of existing brands to set up specialized brand of e-commerce, and its products are specifically aimed at online consumer groups.

From the perspective of enterprise practice, these three models are making money, but it is worth noting that the common characteristics of these three modes are that the online and offline businesses are not crossed, which is one of the key points for the success of the electricity supplier.

there are three suggestions for the business operation of enterprises: first, select the product positioning.

Pay attention to how to make difference with the original brand, and achieve better combination between online and offline through the channel of e-commerce.

Second, introduce professional talents.

E-commerce is a very professional field for many enterprises. It is necessary to understand both the home textile market economy and the professionals who know the electricity business and network technology. Therefore, the introduction or cultivation of talents is a top priority for the enterprises to operate the electricity supplier.

Third, the government bridged the bridge.

The local government has the responsibility to provide appropriate help to the home textile enterprises and create a more relaxed environment. After all, the electricity supplier is still in the incubation period, and the government should also give support to resources and policies.

Reporter P commented: in recent years, the domestic textile business has developed rapidly, and many home textile enterprises have realized the magnificent turn by using the electricity supplier channel.

However, at present, there is a big gap in the volume of e-commerce pactions in enterprises. The number of e-commerce pactions in a few enterprises can reach more than 50 million yuan, and most of the brand businesses' annual e-commerce turnover is between 10 million yuan and 50 million yuan.

Under the influence of network sales rules and consumption habits, the unit price of the product is not high, and the continuous promotion cost has caused most enterprises to be in a state of loss.

According to the enterprise, network promotion accounts for 10%~15% of its online sales, higher 30%, plus logistics and express fees, and so on.

It can be seen that home textile business providers still need to change the mode to break through the confusion of "big profits and small profits".

silk business road "spring bloom" /p >

News playback: on the eve of May 1, closely following the "Silk China" project, it weighed heavily in the ninety-sixth session of the Chinese Acupuncture Association. Its canal blocks blew the horn at home. There were more than 220 exclusive stores and shopping malls in the whole country. Meanwhile, the "Silk fashion consumption week" was held at the same time, with new products, affordable prices and creative activities to accumulate popularity for domestic silk sales.

Our reporter visited many home textile markets and shops, and found that the sales volume of silk home textiles was rising, and the consumer groups gradually expanded from high-end to the public. Besides the original flagship product wedding series, the daily household silk bed products gradually became popular.

Jin Yuan, vice president of Beijing Rui Xiang silk cloth store Co., Ltd. Xia LAN, said: "according to statistics, sales of various stores have been improved to varying degrees during the activities. The performance of Yansha store and Dian an store of P increased by 5% and 4.6% respectively compared with the same period last year. The performance of Qianmen general store increased by 7% over the same period last year, of which bedding, silk fabrics, real silk < a href=" http://www.91se91.com/ "target=" _blank "> dress < /a > improved greatly.

according to Hu Yufang, chairman of Suzhou Taihu snow silk Co., Ltd., during the "Silk Fashion Week" and "May 1" holidays, sales of Taihu snow 11 stores increased significantly. The sales of headquarters and stores in Tongli, Suzhou Tianhong Department store, Suzhou mlho mall, Suzhou flagship store and Wujiang Olin Qinghua west district were represented. The average daily sales of stores were about 20000 yuan ~30000 yuan, and during this period, the average daily sales increased to 50000 yuan ~60000 yuan, an increase of 100%.

Ling Xiangchao, general manager of Huan Sha home textile, said that during the week of consumption, more than 20 shops in the family were involved, and 30 percent off new products were launched in the new season.

According to the sales data, the sales of the stores increased by 20% compared with the same quarter last year, and the daily sales volume was about 4000 yuan.

Among them, silk printing kit and silk were deeply loved by consumers and the best sellers.

Reporter P commented: though the handle is hard to handle, the price of beauty is high from the sky. The silk home textiles have always been regarded as "good quality" by consumers. However, due to the constraints of various factors such as material, price and concept, the silk market has been squeezed to the edge of the domestic market, and its share has been lingering low.

Raising the level of silk production technology and product design, meeting the increasingly severe consumption demand of the market, and stimulating the domestic sale of silk and promoting the advance of the industry are the main directions for silk enterprises in recent years.

From the perspective of market feedback, through the support of the government, the promotion of the industry, and the efforts of the enterprises, the silk home textile business road can be described as "spring bloom".

inertia consumption is good at "first time" /p >

News playback: in the operation of home textile brand stores, inertia consumption occupies an increasing proportion. Maximizing the consumption of consumers' inertia is an important means of ensuring the normal cash turnover rate of franchised stores.

According to the survey conducted by nearly 400 home textile sample terminal stores, among the various factors that affect consumers' repeated consumption, the first impression is the highest proportion of 51%, followed by the after sales service.

The price factor of goods valued by home textile operators has not taken up too much proportion.

according to the survey, when consumers first enter a strange store, the first impression (service attitude, shop decoration, service etiquette) is the fundamental factor to decide whether or not to consume.

After the first consumption of consumers, 75% of consumers will repeat consumption if the store's service is in place.

In the survey, 65% of stores did not notice the "first time" of consumers. The result shows that in a market with weak demand, the stores that do not care about the first paction will soon go bankrupt.

Therefore, identifying the consumption demand is particularly important for home textile operators.

Operators should identify the core needs of consumers and extract them from the value curve.

When the operator makes the analysis of the consumer value curve, we should first perfect the top 3 items that consumers are most concerned about. Secondly, we will directly remove the last 3 elements of the lowest consumer interest rate, so that the operators can find the core requirements of consumers.

According to the survey, the top 3 concerns of home textile consumers are: store layout, main products and shopping guide services.

P comment: in the business mode, customers are divided into consumer customers and end customers. End-point customers refer to groups that purchase decisions in the consumer chain, while consumer customers refer to the recipients of a product or service.

Therefore, the operator should learn to distinguish the relationship between the two, clearly identify the terminal customers corresponding to the stores, and make a detailed analysis of the chain of customers who entertain guests, group buying and welfare consumption.

at present, "inertia consumption" is a major factor in the operation of stores. As an operator, it is necessary to take the training of consumers' "inertia consumption" as a business strategy idea, strive to do the first service for strange customers, study the choice of customers' value in the store, and do a good job of service work.

In addition, standardized operation is also the main direction of store operation in the future. Operators must establish their own internal support systems, such as customer service system, operation management system and so on.

"P > to say" fairy tales " .

P > News replay: June is the traditional off-season for home textile sales, but for the baby home textile brand, it is a joyful rising season.

This reporter visited many markets on the occasion of children's day, interviewed many people in the industry, explored the consumption trend of baby household textiles, and looked at how merchants talk about fairy tales at the terminal.

In the interview, the reporters found that targeting the target group, accurately positioning channels, opening up the price level, diversifying marketing methods, enriching functional design and broadening product categories are three directions for enterprises to strive for.

Roley, deputy director of the home textiles division of Wang Zhongzheng, said that to do a good job in the home textile market for children, accurate positioning channels are crucial to target groups.

First of all, in terms of products, at present, the children's bedclothes are divided into several series by age and sex, and the market price is mostly 1000 yuan ~2000 yuan.

Secondly, in terms of price, the children of Luo Lai set up the two routes of "upward" and "down" for different classes of consumer groups.

At the same time, the key to successful marketing is to choose a good channel.

On the one hand, the expansion of the channel, the children continue to open shop, quickly occupy the market, promote brand development strategy.

On the other hand, the mode innovation strengthens the store shopping experience and improves the added value of products.

In addition, the electricity supplier is also a channel for domestic textile enterprises to work diligently.

the change of consumer demand, Wang Zhongzheng summed up the following three points: first, functional demand is becoming more and more professional.

On the one hand, children of different ages have different needs for home textiles products, such as function and size. On the other hand, under the background of fashionable home life and more parents' childhood amusement, the demand for patterns and styles of baby is getting higher and higher, and more and more yuan.

Two, the demand for product categories is more and more extensive. Consumers want to experience more products in home textile stores.

For example, carpet products, curtains, towels, bath towels, household clothes, dolls and other extensions.

Three, the demand for brand characteristics is getting higher and higher, especially consumers who often choose a brand. They hope that the brand can strictly abide by the quality and stick to their own style characteristics, which also shows the taste of consumers who choose their products.

for business marketing, marketing experts say that enterprises have to think in a consumer's perspective and understand what consumers need. In children's day, businesses can hold some thematic activities related to babies, which is much more attractive than a single promotion. When parents take part in activities or look around, they may choose to buy the brand.

Moreover, the core of holiday marketing is not necessarily price war. Sales service is also very important. Enterprises need more innovative marketing methods.

Reporter P commented: in recent years, with the development of home textile enterprises new and diversified consumer demand growth, baby home textile products are increasingly rich, and the market potential is increasingly prominent.

With the driving force of the "two child alone" policy, the potential consumer of the baby textile market is rising. Therefore, from the businesses of Luo Lai, Meng Jie, Bo Yang, and mercury to many of the growing home textile brands, they are put into this fairy tale world. However, the baby home textile industry has put forward higher requirements in terms of industry standards, cost control, fabric selection, functional design, and many other aspects.

However, judging from the current market development, the number of newborns every year, and the attitude of the new generation of parents, the growth of children's home textile consumption is inevitable.

With 80 and 90 after entering the peak period of pregnancy, their children's home textile purchase requirements will be more detailed, rich and harsh, but also more willing to, and willing to invest in this area.

Love for the baby is the most powerful purchasing power, so for the enterprise, as long as the high standard products to consumers, the expected market returns will not be a problem.

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Xia Liang home textile sales promotion boom

News playback: after entering the midsummer, a cool wave of summer cool home textiles in many cities sold in China.

Most of the summer cool home textiles, such as bamboo, grass, rattan, leather and so on, have catered for the current consumer's healthy and environment-friendly life philosophy. Sales volume has been rising steadily, and has gradually led to the development of the whole summer cool household industry.

Our reporter visited many home textile enterprises and their main sales channels to explore the marketing experience of businessmen.

In many markets, summer cool products with novel fabrics, fashionable designs and diversified functions have been dazzling, and many special shops have also launched summer sales promotion.

in the cool summer market this summer, the mat products such as rattan mat, straw mat and double side mat are more powerful and cost-effective because of its more affordable price, and become a powerful promoter of Jiangsu summer cool home textile sales. Even the more expensive ice mat, sales are very gratifying.

In Shaanxi and other northern markets, summer cool quilt and summer cool blanket become the most popular products.

Wei Min, general manager of Shaanxi Shu Meng Na home textile limited liability company, believes that if we want to have a firm position in the cool home textile market today, enterprises should do the following three points: first, take the initiative, be bold in innovation, constantly change the business concept, and expand the sales channels. P

For example, while maintaining the original sales channels, and actively expand the company's Direct stores, market counters, franchisees, e-commerce development efforts to ensure that the company's sales and market share continues to grow rapidly.

The two is to seize the seasonal opportunities of the market, while ensuring that the market share of the original cool summer varieties, especially the summer cool market share, is actively organizing the development of functional summer cool products, such as ice cold silk, bamboo charcoal fiber, Sheng Ma, Tencel and other products, so as to adapt to different consumer groups.

Three, we should actively expand the derivatives market such as ecological home textiles, gift home textiles, and strive to expand channels, and continuously enhance the corporate and brand image.

reporter comment: according to the survey data, when buying cool products, 53% of consumers will choose to go shopping, and 40% of consumers choose to go to the supermarket.

At present, the mainstream sales channel dominated by Shang Chao still has a great advantage in the cool products market, and consumers are generally willing to accept the discount to reach the low price products.

However, with the improvement of people's living standard, the consumption concept is developing towards fashion, comfort and health. People's demand for household cool products is not only reflected in product category, quality and price, but also puts forward new requirements for brand, function, product culture and artistic taste.

And for young consumer groups, the rise of the electricity supplier is self-evident. From this point of view, the consumption demand and channel potential of the summer cool home textiles still have big "mining" space.

"year-end big promotion" hot marketing

News playback: in recent years, with the "year-end promotion" gradually becoming a sales formula and consumption expectation, the home textile enterprises not only fear the "summer university entrance exam" in the traditional off-season, but also go beyond the war, from the online fighting to the offline carnival.

This summer, the opening ceremony of the Brazil World Cup undoubtedly ignited a fire for the sales feast, pushing the sales promotion and consumer shopping passion to the extreme.

P > according to the data cube, in May this year, on the Taobao and Tmall platform bedding category, the top ten sales brands were ranked first in mercury, the total sales in May were about 52 million 690 thousand yuan, and the sales volume was about 34 million 170 thousand yuan; the sales volume was about third yuan, the sales volume was close to 20 million yuan; the fourth Jin Jin Road sales volume was about 18 million 320 thousand yuan; the 20 million were Meng Jie and Heng Yuan Xiang, May sales were all close to 18 million yuan; Luo Lai ranked tenth, while May sales were about 12 million 220 thousand yuan, but the brand of LOVO, a subsidiary of Luo Lai Group, was remarkable in May. <

According to rough estimates, the online selling price of the products is lower than 50 percent off of the original price, and some "rush money" is even sold for 80 percent off or 70 percent off.

home textile products still have great potential for online development because of their standardized product attributes, while traditional enterprises also have certain advantages on the online market.

While fighting on the corporate line, reporters saw in many shopping malls in Beijing, Xidan, Wangfujing and other business circles that the offline terminals were also celebrating the "big rush in the middle of the year".

In addition to online hot brands, Xin Ting, violet, Hui Yi, sleeping cloth, cotton fields...

Many brands have less than 50 percent off promotional activities, and sales are booming.

comment: expand the market and channel ahead.

When the competition is becoming more and more inspiring, how can we break the wall and seize business opportunities? Many home textile enterprises are trying.

For example, in developing overseas channels, mercury has opened 8 "Mercury" private brand stores in the United States and New York, and has been operated by American franchisees. Its flagship store in Dubai has also opened.

There is also the most popular O2O mode nowadays, and it is also the topic most enterprises want to solve.

how to get rid of the difficulties of channels under the online and offline channels? Recently, the appearance of the reverse O2O mode, such as Amoy, Shun Feng, hi Bao, and so on, may provide a new reference for < a href= "http://www.91se91.com/news/index_c.asp > Home Textile Enterprise < /a >.

Practice has proved that the simple adoption of online to offline mode will bring many problems, and the appearance of reverse O2O mode will make the offline experience and online consumption more closely integrated, expand the category of online sales, and at the same time eliminate the obstruction of traditional online shopping to a certain extent.