Home Textile Industry Has Gradually Become A New Darling Of Investment.

< p > for a newly established home textile brand store that has just entered the new market, it is the most anticipated result of all dealers that it will take a firm foothold and develop rapidly in a short time.

However, the brutality of the market is often far from the good wishes. The terminal market's close combat and smoky atmosphere make the vast majority of dealers who are involved in the home textile industry for a long time badly hurt.

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< p >, how can the home textile new store break through quickly in the four terminal market of the crisis? I want to conduct a comprehensive analysis from a real case, and tell a new home textile store from the early stage of its business ambition, to the market failure, and then to the strategic adjustment, step by step on the road of healthy development.

Such a real case may reflect the same development trajectory of many new home textile shops, which will provide substantial guidance and reference for us in the actual market operation process.

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< p > Wang Yun is a sales vice president of a brand home textile enterprise. He has had ten years of experience in home textile industry, and his experience in home textile market is quite satisfactory.

After experiencing the ups and downs of the home textile market in 2013, Wang has been thinking that the sustainable development of the brand must rely on a mature profit model, and the lack of profit pattern is one of the biggest injuries in the development of the textile enterprises.

Such an idea prompted Wang Yun to make a bold decision: why not set up a home textile store.

Through the actual operation of the terminal market, we summarize a successful operation mode and quickly copy it.

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< p > Wang Yun decided to open a home textile store in X city.

Why did he choose X city? Wang has his own consideration. First, the booming market economy.

X city is a typical county town located in Jiangsu and Zhejiang provinces. The population in the urban area has exceeded 200 thousand, and the booming real estate industry has spawned demand for home textile products.

Secondly, we should get the first month.

X city is less than 100 kilometers away from its headquarters, and can accept the radiation of all the superior resources of the company's headquarters.

Thirdly, full network resources.

The senior leader of X city and Wang Yu's elders are world relations.

As Carnegie, a world expert in human relations, said, "success comes from 85% of connections and 15% of professional knowledge.

"Finally, brand competition is not particularly intense.

The whole county town has only about ten home textile brands. In addition to the experience of ups and downs in the market in the past ten years, a brand of X has a strong brand effect.

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Wang Yun's dream of sailing seems to be plain sailing. P knows all of Wang's confidence in him.

And ten years of home textile industry experience also let Wang have careful thinking and rich practical experience.

To this end, he made meticulous deployment of all aspects of the work before opening.

First of all, Wang Yun firmly believed that the importance of the site in < a href= "http://www.91se91.com/news/index_c.asp" > opening shop < /a > was very important, so it attached great importance to the lot.

Through frequent visits in the early stage, the store was located in a street of clothing, which belonged to more than two categories.

Secondly, we should carefully prepare for the opening activities and strive to make a blockbuster with a view to rapidly expanding the brand's awareness in the new market.

The publicity campaign adopts "air + ground" way to achieve high density advertising coverage.

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< p > opening activities, the defeat in the first battle was a great blow to Wang.

The market is just like rivers and lakes, which is not as simple as imagined.

At the beginning of the business, consumers poured in a lot, but most of them were waiters.

At the same time, business activities encountered the joint encirclement and suppression of their counterparts, and products were tit for tat, and prices were close to each other.

What's more, the city management with Chinese characteristics also makes Wang Yu complain incessantly.

Although Wang had applied for a week's outdoor sale to the city management through the relationship, he forced the city management to demolish it on the second day of the activity. Later, he learned that he had been cheating by his peers. It was really hard for the dragon to put pressure on him. The failure of the new store opened up a bit of a surprise for Wang Yun, but Wang Qiang, a strong leader, quickly adjusted his mind.

Wang Yun feels that there are too many uncertain factors in the newly established market and the booming activities. There is inevitability in the contingency of failure.

Brand building is the key for new stores to survive, and promotional activities are only temporary blowouts that are built on brand names.

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< p > in view of this, Wang Yun constantly adjusts and consummate the market strategy.

First, strengthen the daily brand promotion.

According to the characteristics of market consumption, a series of activities such as window flower promotion, wedding promotion and festival theme promotion have been continuously carried out to speed up the landing of the brand.

Two, strengthen the daily management of members.

Through door-to-door beds, smiling services, monthly member days, integral exchange and 4S experience services and other measures to enhance the rate of visits and purchase of members, and expand the spread of brand reputation.

Three, strengthen the alliance of different industries.

Strengthen joint marketing with brand stores such as studio, home and clothing, and expand the channel penetration of brand through related sales volume.

A series of strategic adjustment did not achieve substantial results. The way of thinking was taken, and the strategies used were still unsatisfactory.

Wang Yun was really willing and unable to do so, and once gave up the idea of giving up.

But the excitement of the competition, the attention of the surrounding people and the pressure from all sides prompted Wang Yun to make the final determination.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > Wang Wang < /a > has fallen into deep meditation. Looking back on the painstaking efforts of the past six months, there should be no problem in adopting the business strategy. After all, these strategies are the accumulation and accumulation of work experience over the years, and have achieved the corresponding results in a large number of home textile monopoly stores.

What did the problem take place? Wang decided to spend some time doing shop observation. He was sensitive to the fact that workers often had many problems such as not working hard, being late for work without reason, leaving early and not in good service.

The execution of personnel is not in place. Any strategy is a castle in the air. It looks beautiful, but it is very illusory.

A marketing expert has said that employees are lazy and that is the opportunity for employees to be lazy.

The problem of employees is actually a defect in the management system.

So Wang had a great deal of thought in employee mentality management, workflow management and assessment mechanism management.

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In the process of constant adjustment and continuous improvement, Wang Yun's store has been on the right track, the spirit of P has been renewed, and the customer group has become more stable.

Wang Yun felt that it was time to hold a big promotion. He especially learned from the experience of "popular but no paction rate" in the opening ceremony, and innovated on the basis of the traditional < a href= > http://www.91se91.com/news/index_c.asp > promotion mode < /a >, based on the member data provided by her own accumulation and the alliance of different trades, through sorting out and analyzing the effective information, arranging the staff to take the initiative to attack, promote the information of zero distance promotion activities, and cooperate with the traditional advertising high altitude bombing mode.

In ensuring the popularity of the situation, greatly increased the site's paction rate and customer unit price.

Such a well prepared promotional campaign has not only achieved unprecedented success, but also made Wang's home textile shop almost overnight known.

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The success of the P activity has made Wang become more rational.

He said: "without the initial insistence, this store will probably be closed down or aborted halfway.

"When we asked what valuable experience we had in Wang's business process, Wang Yun's answer was very simple: leading thought, taking the lead in action and leading the result.

Perhaps Wang Chao, who has gone through the ups and downs of commercial war, is deeply aware that only by achieving a high degree of docking between thought and action can we achieve the desired results.

In the actual business process, more distributors are the serious disconnection between thought and action.

A simple sentence contains endless meaning.

From market failure to cocoon breaking into butterflies, we have a long way to go.

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