How Can The Brand Recognition Of Home Textiles Stimulate Consumer Demand Growth?

By the end of April, the Tenth China

The top 500 brands released the top 500 brands in China.

Only 4 brands are selected.

It's not surprising that some Chinese consumers buy Towels and pillows from Japan.

Related news.

All along, domestic enterprises complain that consumers' purchasing power is low, but in fact, this is not the case.

Nowadays, there are many enterprises in home textile industry, but their recognition or recognition is generally not high.

From the present point of view, it is perhaps the easiest breakthrough for enterprises and industries to create brands and make good brands.

The Tenth China brand value 500

The brand name of the tenth brand of China's top 500 brands is:

Brand name ranking brand value

Fuanna 340101.46

Jie Liya 37591.46

Luo Lai 39589.21

Mercury 40385.67

However, it is worth noting that the list of home textile brands, including fuanna, jieliya, Luo Lai, and mercury home textiles, although they are already the industry leaders, are still quite different from other industries in terms of the overall situation of Chinese brands.

For example, the brand value of GREE in the electrical appliance industry is 146 billion 300 million yuan, and the brand value of Roley's home textile is 8 billion 921 million yuan.

Although the characteristics of each industry are different, there is a certain gap in the financial data such as marketing revenue, but on the other hand, there are a large number of production enterprises in the home textile industry, with more than 1900 enterprises regulated, but few can be known.

As Chu Xuping, director of the State Council's SASAC Research Center, said, China is still a "big manufacturing nation and small brand country", especially in the home textile industry.

Industry needs stimulation, burning money needs capital.

The problem of concentration in home textile industry is too serious. There are too many brands in the industry.

But the home textile market itself is not big enough, which has created the characteristics of fierce competition and big cards.

There are so many brands in the air conditioning field. GREE's sales amount is about 100000000000 yuan, while the number of brands in home textile industry can not be counted. But the sales of first-line brands such as Luo Lai's life are only about 2000000000 yuan.

Mr. Meng thinks that the industry problem is not too much brand, but too few innovative and leading brands.

"The home textile industry has a lot of problems in leading consumption, most enterprises lack of innovation ability, can not bring new stimulation to consumers, and will not produce new growth points."

He said, "people always say that the market capacity is limited and the repeat purchase rate of home textile products is low, so we should try to change this situation.

The mobile phone industry has also experienced a slow development problem, and the emergence of the apple brand has brought more vitality to the market. Everyone has been pformed into smart phones. The competition pattern of the entire mobile phone industry has changed greatly, and the frequency of consumers' replacement of mobile phones has also accelerated a lot.

This is the function of technology and brand, and consumption can be led. "

In addition, although many home textile brands, but many consumers Tucao: for some brands, I have never heard of it.

"I like to see Hunan satellite TV programs, which are covered with advertisements of mercury home textiles, but I have never seen this brand in the market."

A consumer in Beijing said.

Home textiles brand is strong in regional and difficult to cover the whole country, which has always been a big weakness in brand marketing.

Home textile industry is hard enough to cover the whole world without enough capital.

The brand is indeed burning money, the Internet industry will introduce billions of investment at every turn, and the traditional industry has been short of capital to enter. Relying on its own strength, the scale of the brand can hardly be expanded in a short time.

How can the sales effect of 2000 channels and 20000 channels be compared? Even in the Internet age, products with high sense of experience, such as home textiles, still need strong line support, and a large amount of capital is needed under the expansion line.

Price reduction is rational regression, brand is not divided into grades.

At present, whether the price of home textile products has the possibility of accelerating the replacement frequency of consumers, Mr Meng replied: "the fundamental question of price is whether there is enough clear, low, medium and high brand positioning.

Earning 100 yuan and spending 10 yuan is the same as earning 1000 yuan for 100 yuan. If the consumer group at each level can find the corresponding brand, the price is not the only criterion for changing the frequency.

It is very normal for an industry to distribute high-grade brands, because the market is large and the demand is numerous, but in fact, the home textile Brand Company simply does not need to pursue what grades they want, as long as they pursue the price performance ratio of goods and the market price.

Admittedly, in the home textile industry, some enterprises can also take a low-grade route to seek breakthroughs, but can not abandon the brand management ideas.

In the home textile industry, low-end brands generally regard themselves as wholesalers, while the low-end clothing industry is called fast fashion brand.

Medium and low is only a positioning strategy for different target customers. Although UNIQLO, ZARA and H&M are positioned as popular brands (according to brand positioning in their own country), brand names are ringing, and brand image is popular among the people.

The fundamental reason is that they operate on their own brand rather than a wholesale mentality.

To survive in style, we must insist on product characteristics.

In the interview, consumers said that the reason why they didn't stick to a brand was because they didn't see much difference between brands.

This is also the biggest problem for many enterprises to reflect the lack of characteristics and self.

Mr Meng said that there were too few originals in the industry, and few brands were refreshing.

"A lot of international brands are investing a lot of money and time in design, just to make their own characteristics, and many of our enterprises focus on copying, making good brands or breaking through in style and design."

Creating style labels is an important step for many other industry brands to determine their status, but the style is easy to establish, but it is difficult to stick to it.

When it comes to distinctive product characteristics, the only thing that can be thought of in the industry is fuanna.

Over the years, Fu Anna home textile has always adhered to the big flower style, which is worthy of respect in the industry. This is typical representative of the style.

At the same time, Fuan will lose some customers while solidifying her style, but it also means cultivating a group of loyal customers and finding her own position in the industry.

However, not all characteristic brands can stick to the final and win the full hall.

In the past two years, the small and refreshing style of the "Lai Ya" home textiles has disappeared, but Shakespeare home textiles with the same style, with petty bourgeoisie and small group tone, has been hinted that many people in the industry have become a "bright future".

Just like an industry insider, it is not enough to have distinctive features. First, we must learn to survive when we want to make brand characteristics. Secondly, we should resist loneliness and learn to persist.

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Brand recognition is low, consumption concept is obsolete.

In fact, the most direct criterion for testing brand value is consumer feedback and recognition. However, the low recognition rate of home textile brands has always been a worry in the minds of home textile workers.

The general manager of a planning company serving a number of home textile brands said: "the low brand recognition first reflects the low brand coverage. It is estimated that the domestic first tier home textile brands add up to 25% to 26% coverage of the national market."

Mr. Meng, who worked as a home textile regional manager in department stores, said: "from the experience of my department store, consumers are not very strong in brand orientation when purchasing home textiles, nor do they specifically seek for a brand to buy. Domestic brands are generally not highly recognized and bring low brand loyalty."

People always say that the home textile industry has developed 10 years later than the garment industry, and even 10 years ago, consumers had already had a strong sense of brand when buying clothes.

From this point of view, is the home textile industry really lagging behind the garment industry for 10 years?

In the interview, all enterprises without exception pointed out that the development of home textile brand is slow, and has a great bearing on consumer awareness.

At present, the home textile industry is still in the initial stage of development. Many consumers do not have the concept of "home textiles" two words, that is, home textiles are bedding products, and the importance of home textiles consumption is not enough.

People first need to satisfy the needs of food and clothing. At present, people have been upgrading their diet and clothing to the level of respecting the needs of society, that is to say, from eating enough, going to warm clothes to eating well, and wearing good clothes.

For home textiles, it only stays on the basic needs. Only a large number of consumers pursue the beauty and comfort of their home environment. Of course, most of them do not have this awareness at all.

The inherent consumption concept will slow down the development speed of the industry, but at the same time, whether the enterprise is doing enough in guiding consumption, it is worth pondering over whether the brand building itself has a clear goal.