Home Textile Industry: Dealers Do Assists

Deng Shaomin: high-end

Location: Guangzhou, Guangdong

Agent brand: Home Textile

As an agent, Deng Shaomin pays more attention to product quality.

It is also because of the brand quality.

Although there are three leading products of home textiles, including towel quilt, bedding and decorative fabric, she only chooses towels, and for many years it is done.

Due to years of concentrating on towel sales, Deng Shaomin

The control is more precise, consumers like what type of flower, how to match the product mix, she is clear.

It is reported that at the beginning of cooperation, the home textile of Fu sun is not very compatible with the Guangzhou market in terms of flower pattern and product mix.

Deng Shaomin explained: "a brand besides a good image, must also have the soul of thought in design.

The home textile market in the past few years is not very well understood, but each product list is good, but because of lack of sense of serial, it is difficult to match products.

Later, I made recommendations to the company's personnel based on my own experience.

After continuous improvement, the overall style of its products has been greatly improved. "

After years of cooperation, Deng Shaomin has opened up a field for Guangzhou's home textile.

Today, she has opened 10 stores in Guangzhou, with the exception of two or three shops facing middle and high-end customers, and the rest are facing ordinary consumers.

Due to the wider product line of the home textile product, so, according to the location and location of different shops, Deng Shaomin keeps different products for each store while keeping the same basic products, which is suitable for the individual needs of consumers in different regions.

When it comes to the sale method of depreciating promotion, Deng Shaomin expresses a little helplessness.

She said: "every holiday season, I will also according to the actual situation in several ordinary stores to reduce sales.

But in high-end shops, my attitude is never to cut prices. Unless a product is no longer produced, it will be moderately promoted, but it will not fall below 15% off.

Because in the consumer market, there are a group of consumers with higher income and better taste who appreciate the high-end products of "Fu Shi". Once these products are discounted, they will affect their high-end image and give people a sense of worthless.

Teng Dongyun: learning to be a bridge and integrating resources

Location: Harbin, Heilongjiang

Agent brand: high quality series

Teng Dongyun represented the high-end brands of Luo Lai, including Su Qi, BA Saydee, Yolanna and so on.

Many people feel that the price of high-end products is not high enough to sell. In the case of Su Qi, the price of a four piece set is about seven thousand or eight thousand yuan.

Teng Dongyun said that as long as a good product is not to be sold, the cooperation between brands, agents and channel providers is very important for consumers to present a perfect brand image.

She said: "agents are the bridge between brands and consumers. The most important thing is to know what brands want to convey to consumers and how consumers value the characteristics of brands."

In May, Teng Dong Yun focused on the characteristics of high-end home textile brand, and had a close interaction with consumers in Harbin high-end department store.

The brand's inexperienced master in Italy came to the activity site to demonstrate the craft of handwork in person, and involved the guests in the production process to understand the aesthetic and artistic value of the handprinted products and to take away the works.

Speaking of the original intention of organizing the event, Teng Dongyun said: "Su Qi came from Italy and was founded in the 20s of last century.

It has set up the only museum in the world with more than 56000 stereotypes and more than 12000 flowers. It has recorded the popular elements of Europe in the past 300 years.

If you want the consumers to accept the high price, we must let them know the brand culture, and the brand culture is not to be said, but also to feel.

In fact, this is not what I can do with my own strength. With this idea, I actively communicate with Lai Lai headquarters and seek help.

It is reported that many consumers bought two or three sets of bedclothes at the scene.

When asked how to ensure the effectiveness of customers, Teng Dongyun said, this test very much the ability of agents to integrate resources.

"This activity, I have used the membership resources of the shopping mall.

In fact, the core area of the shopping mall has never been used for home textile brand activities. The most frequent appearance is luxury goods.

Agents are also a bridge between brands and channels. We need to tell the department store that Su Chi's brand is globally placed, and it is a luxury in the home textile industry.

It is for this reason that the shopping mall is willing to share members' resources and invite members of the mall to take part in the activities.

It is the joint efforts of the three parties that have contributed to this activity, and the three parties have benefited from it.

Li Huixin: multi store differentiated operation

Location: Yuyao, Zhejiang

Agent brand: Bo Yang home textiles

In 1997, Li Huixin's first Bo Yang home textile store opened in Shun Shui Nan Road, Yuyao, Zhejiang, which is now a shop in Yuyao.

The store is divided into two layers, with an area of more than 300 square meters.

It is reported that Shun Shui Nan road belongs to the core business district of Yuyao. It can radiate the entire Yuyao City area near the Silver billion square square.

It is worth mentioning that the region gathered more than 20 years old ~60 age group of consumer groups, their purchasing power is very strong.

Under the careful management of Li Huixin, the business of the shop is getting more and more prosperous, and her shop has changed from one family to two.

In 2012, she made an annual return of 10 million yuan from two shops, and won the title of "Bo Yang tens of millions of sisters".

Now, she has expanded her business layout, expanded the Shun Shui Nan Road store to more than 600 square meters, and the 1000 square meter factory shop of Huang Jia Bu has been completed, becoming the largest home textile franchised store in Yuyao.

Now, plus the exclusive store opened in every golden area, Li Huixin has created a multi store differentiated operation mode.

This mode not only brings market share and brand reputation, but also occupies the commanding height of profit in essence, because a large scale shop control reduces tax and freight charges.

In addition, Li Huixin also has a set of personnel.

Now, the difficulty of recruitment is widespread in enterprises.

Because the employees she recruited live in the Yuyao area. Now, many of the gold medal guides in the store have been struggling with her for more than 10 years.

"We have a very good feeling, and our employees regard their work as their own business."

Li said, "maintaining the stability of employees to a certain extent has saved the training of new employees and controlled the overall operation cost."

Despite the title of "tens of millions of elder sister", Li Huixin is still calculating carefully.

Under her control, all the stores in Yuyao have achieved the expected sales targets and become one of the key regional markets of Bo Yang home textiles.

And with her excellent sales performance, she became the winner of the "best development award" at the 2016 Shanghai home textile ordering conference.

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Pan Ling: meeting individual needs

Location: Changsha, Hunan

Agent brand: Yu Lan home textiles

Seeing that the students who were doing home textile business were doing business well, Pan Ling also had the idea of doing this business.

Although the parents did not agree that the replacement rate of bed products was not high, it was useless for them to be persuaded by her obstinate nature.

In particular, searching for Yu Lan home textile related information on the Internet has strengthened Pan Ling's determination to do home textile business.

She said, "I particularly like the blue and white porcelain culture conveyed by Yu Lan. Although this style gives off the charm of traditional culture, it is very versatile. I think this product must have a market in Changsha, Hunan."

Facts have proved that her idea is correct.

The windows and products of the rain blue blue and white porcelain are unique in many local textile shops in Changsha. Many customers are attracted to the shop by this.

In order to keep these customers, Pan Ling had a lot of brains.

Respecting each customer is placed first among her. This respect is not only reflected in the service attitude, but also in other service details.

For example, the brand will provide small gifts to agents every year, and when it comes to activities, consumers who come to the store will give them a piece of Pan Ling whether they buy or not.

She explained: "now that living standards have improved, customers do not lack this gift, but such a small move will make them feel comfortable."

Faced with some concerns of customers when buying, Pan Ling also actively devised coping strategies.

On one occasion, a customer worried that the products of the blue and white porcelain series were not compatible with the overall style of their home. Pan Ling sent the shop assistants together with the customers to take the products they had looked at to take them home and shop.

In addition, she also helps customers to solve some personalized needs, such as changing or changing bed sheets or quilts, and replacing the broken zippers and so on for customers without charge.

These intimate services have touched many consumers, and they have become Pan Ling's "repeat customers".

Pan Ling said: "we are in the service industry, we must solve problems for customers.

Only in this way can we cultivate consumer loyalty to the brand.

Kang Dingping: family ties stimulate purchase desire

Location: Lvliang, Shanxi

Agent brand: 100% home textiles

Kang Dingping has been acting for 10 years. Now, in Lvliang, Shanxi, the silk textile products have become the symbol of consumers' taste and status.

"Now, when people in our region are buying bedding products, 70%~80% will first think of them, and some customers have been following me for 10 years."

He said proudly.

Kang Dingping usually likes to study, and everything has to make his own characteristics.

He started a home textile store in 2006, when there were other brands in the region, but they were not very standardized.

And Kang Dingping not only strictly decorated the store according to the requirements of the brand, but also specially recruited shop assistants with good image and temperament, and produced uniform uniforms for them.

Kangding Ping has not stopped thinking about how to constantly stimulate consumers' desire to buy.

Now, many brands have launched the "trial shop" service, which was introduced a few years ago.

Today, apart from this service, customers will also enjoy free laundry, ironing and regular mites.

Kang Dingping said, "every once in a while, we automatically call our customers and ask them if they need them.

These interactions enable consumers to become our loyal fans.

Sometimes I know that customers move, Kangding Ping also went to help, and according to the customer's new home decoration style, put forward some home textile products collocation suggestions.

For him, customers are their relatives and friends. When they need help, they must be duty bound.

At the beginning, some colleagues did not understand his too subtle and thoughtful service behavior, but Kang Dingping did not change it.

He believes that as long as we do it by heart, we can infect consumers.

Facts have proved that his practice is positive and effective, and it is the most powerful proof from the development of a shop to more than 50 shops.

In the background of the serious phenomenon of homogeneity of home textiles, in order to attract more customers, a new way is needed to establish trust relationship with existing and potential target consumers, and the emotional selling like Kang Dingping is undoubtedly the best way.

Shi Wei: market research gets "intelligence"

Location: Chengdu, Sichuan

Agent brand: Paris spring home textile

Shi Wei has been running Paris spring home textile for 4 years. During these 4 years, he grew up together with Paris in spring.

Last year, Shi Wei signed a 3 million 200 thousand yuan contract with the company, and the team set a target of 5 million yuan retail.

Although these figures are very few compared with those of tens of millions of market, Paris spring home textile still gives him a lot of support.

In the early days of operation, Shi Wei put a lot of advertisements in Chengdu, and gradually increased sales through advertising.

But he feels that it is not enough to do so. After all, the market competition is fierce now, and he is not very clear about what kind of shopping mentality the consumer is.

So he did a questionnaire carefully and sent salesmen to do research in places where people had much traffic.

In this way, he has a certain grasp of the consumer psychology of local consumers, and changes in accordance with the relevant suggestions they put forward when distributing goods and presenting their products. When they encounter activities, they will also offer cost-effective products to them and give consumers a real discount.

Because of the consumers' hearts, these consumers also spared no effort to advertise for Shi Wei's shops among their friends and relatives. This kind of word-of-mouth pmission which did not cost a lot of money brought him a large number of customers.

In addition to actively studying consumer psychology, Shi Wei did not relax the management of staff.

He asked the shop assistants to be patient and persistent. Customers should enter the shop. They should answer carefully and carefully, and introduce the characteristics of some products.

For example, what are the advantages and disadvantages of silkworm products? The salesmen should explain them to customers without any taboo, so that they can make a choice after balancing them.

This kind of sincerity moved the customers. As time went on, Shi Wei's business became better and better, and he became good friends with many customers.

For today's achievement, Shi Wei is not very easy.

He said: "I always believe that as long as we stick to it, we will be able to blossom everywhere.

I have full confidence in the future. I plan to open 3 flagship stores within two years, and join the team to break through 60, and the team sales will exceed 20 million yuan.

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Xu Ming: rapid response to the changing era

Location: Chongqing, Sichuan

Agent brand: Xin and Le home textiles

Before making a happy and happy home textile agent, Xu Ming has had 5 years of experience in home textile sales.

"In early 2011, I realized that the brands I had chosen before were unable to meet the new needs of young customers for home fashion and high quality, so they quickly adjusted their business strategies. After many studies, they chose" happy, happy, home textile "which contains" young, fashionable, warm and romantic "elements.

Xu Ming said.

Practice has proved that his choice is correct.

Xu Ming opened Xin and Le store to the prosperous section of Chongqing City, which broke 160 thousand yuan on the opening day and created about 2000000 sales in 4 months.

Xu Ming said this figure is his sales of other home textile brands for one year.

Xu Ming is more targeted when he runs a new brand.

When a company conducts agent training, he chooses only his own "nutrition", such as how to learn lessons from past failures, how to summarize the existing strengths and weaknesses from the feedback information of employees and customers, and how to accurately analyze the problems.

He digested and absorbed these nutrients and put them into the usual store management.

After several years of hard work, he has managed several shops in good order and his annual sales are rising steadily.

Under his management, every employee in the store has achieved the gold medal sales level.

They not only know how to "observe", but also know how to start from the psychology of consumers and guide them to achieve their purchase.

The most important thing is that the salesperson will register the names and preferences of customers who come to the store to register in a database. Every time they arrive at the products that are suitable for these consumers, they will send messages to each other in the form of SMS or QQ at the first time.

Now, everyone is used to the use of WeChat, a good time with the times, Xu Ming set up a customer WeChat group.

He said, a WeChat can convey the information to the customer in the form of the store, which is much more intuitive than the previous text message or QQ.