The Strategy Of Home Textile Enterprises Is Adjusted To Eight For And Two For No
Oct 12, 2019
Eight
1. Old bottled new wine
Event playback: Veken Home Textile officially announced the signing of Mai Yi as the brand image spokesperson. The person in charge of the brand said that hiring Mai Yi as a spokesperson is a decision made after weighing and evaluation. It is one of the important steps for Vico Home Textiles to achieve its five-year strategy, which will play a positive role in the brand's progress. Vico expects its natural and generous image to inject new vitality into the brand home textile.
Comments: The brand's celebrity endorsement is not a novelty. The brands that are counted in the industry basically have spokespersons. Now, the most important thing to invite a star is to meet the preferences of the corresponding consumers. In the past, many brands invited spokespersons in order to follow the promotion strategy of the first-line brands, and did not pay attention to the reputation of the stars in the eyes of consumers. Instead, they hoped that the actors and singers with a little bit of fame would be popular with the least amount of money. . After upgrading to her mother, Mai Yi took full advantage of the Weibo platform and published some opinions on children's health, leaving many female consumers with a gentle and sturdy impression, and their image and the Vico brand image complement each other.
2. Experiential consumption
Event playback: Butterfly Yiyi's largest home fabric experience hall officially opened in Zhuzhou, Hunan. Butterfly Yiyi draws on the international concept of “experience-based consumption”, breaks the traditional passive purchase mode, and arranges a real home environment in the experience hall, creating a whole atmosphere of visual and auditory integration, and focusing on consumers' future. The ideal of the home allows consumers to fully experience the feeling of home in advance.
Comments: "Experience-style consumption" is not uncommon in international brands. For example, ZARA HOME, the home textile home brand of ZARA Group in Spain, adheres to this principle. Several stores opened in Beijing, China are subject to consumers. Favor. In fact, the “experience-based consumer” store is similar to the upgraded version of the big home living museum. The big family advocates a wide range of products, from a single bed to a full range of household items, and "experience-style consumption" is not only complete in categories, but also in the real life scene to create a store, the sales office model room moved to the brand store . Since the visit to the model room is the most attractive part of the sales office to buy the house, what is the reason for "experiential consumption" will not stimulate the consumption of home textiles?
3. Close the distance from the consumer
Event Playback: Rolle's 20th Anniversary National Tour was kicked off in Shanghai. In order to showcase the brand's art (decoration renderings) and design charm, and let more consumers have the opportunity to experience the revolutionary changes brought by high-end home textile products to the quality of life, Luo Lai built a large-scale square in Pudong Yaohan with the first floor. European (decoration renderings) classical (decoration renderings) cloister display new products. In addition, Luo Lai also invited Hong Kong film star Li Jiaxin to visit the scene and staged a super large 3D film show on the Huangpu River. The 20th Anniversary of Rollei is estimated to last for 3 months and will be held in Kunming, Hangzhou and Beijing.
Comments: In the past 20 years, Luolai Company has maintained a good momentum of progress, ranking first in the domestic bedding market for 7 consecutive years. This year marks the 20th anniversary of the company, and Rollei has launched a number of activities. There is only one theme for these activities: to draw closer to consumers and increase brand awareness. Many brands do not pay attention to the terminal experience, but blindly seek franchisees. The franchisees also decide which brand to represent based on the brand's position in the minds of consumers. Therefore, getting the brand into the terminal is the most effective way to improve the performance of the company, and it is also the fundamental way to attract more franchisees.
4. Seeking cooperation
Event playback: Mengjie “寐” brand and Italian handmade glass brand VENINI held an exhibition in Changsha. This is the second time that VENINI was exhibited in China after the global tour of the 90th anniversary of 2011. The event invited nearly 100 VIP customers of “寐” to exhibit more than 40 pieces of VENINI collections in various periods. The art of VENINI's sleek luxury (decoration renderings) is combined with the elegant and elegant living culture of “寐”, abandoning the deliberate decoration and demanding the perfection of every detail. Singular hand-made glass, supple silk fabric, and fine Egyptian long-staple cotton create a unique home atmosphere in the mix of materials (renovation effect) and color collisions.
Comments: In fact, Minjiao Home Textiles and Mengjie “寐” are all looking for a larger market space through cross-border cooperation. The two methods are slightly different. The former promotes the sales of home textile products through its own involvement in the secondary industry; while the latter promotes product awareness by walking alongside international brands. Mengjie “寐” is positioned at the high end. Since it is a high-end brand, it should have a high-end attitude, and only cooperate with brands that are recognized by the high-end market, so as to complement each other and share each other's customer resources.
5. Looking for market blanks
Event replay: Sun Fengqin, chairman of Inner Mongolia Xinlong Anti-cold Products Factory, over 80 years old, revealed her next dream: to start the “cashmere recycling project”. She intends to recycle cashmere quilts on the market, especially the “Fleece” brand, when the time is right. The purpose of this is, on the one hand, to spare the waste, to practice the national call for low-carbon environmental protection, energy conservation and emission reduction, to recycle the cashmere core, to re-decompose according to the patent formula of Xinlong Factory, to weave a variety of car mats, cotton tents, etc. Products, the cashmere is used in a wider range of fields; the second is to create an industrial chain of production, sales, recycling, discount sales.
Comments: "Cotton Recycling Project" is a rare "one arrow and many carvings" good project. It not only achieves the goal of low-carbon environmental protection, but also achieves a cashmere quilt industry chain, which will promote the cashmere products to the application more widely, so that more consumers can feel the comfort brought by cashmere. At the same time, this will greatly enhance the brand's reputation. Home textiles has always been considered an industry without follow-up services, and brands have never promised to return. However, "Fleece" will change this stereotype, and the brand that dares to recycle products is definitely a brand with excellent quality. It seems that it is still very difficult to recycle cashmere in the country. "I hope to bring the natural things to the extreme." This is the original intention of Sun Fengqin's dream of recycling cashmere. People have to admire the long-term vision of an 80-year-old man.
6. Consistent with the strength channel
Event replay: The new world is the best channel for sales of Casa Tianjiao in Beijing. At the same time, the brand maintains the top three sales of similar products throughout the year. Regarding the relationship between the brand and the channel, Zheng Jiajie, manager of Caesar Tianjiao Beijing Branch, is more willing to call it a match rather than a simple lease. He believes that the coordination of the two is the most important. Because the positioning of the shopping mall determines the positioning of the consumer groups, the positioning of the brand determines whether it matches the shopping mall, so as to achieve long-term standing in the mall and make progress together. The profit brought by the cooperation with the first-class channel can not be underestimated.
Comments: In 2011, the sales of only one counter in the new world of Caesar Tianjiao reached 5 million yuan, and the profit accounted for about 15%. This is in stark contrast to some brands that reflect the low profit margins in the mall. One of the most important reasons to return to the new world is not excessively discounted, but fixed twice a year, with reasonable strength. Although the number of activities is small, it does not affect the consumer's shopping enthusiasm, but it also makes it more and more cherished. Discount sales are a sales model that brands and shopping malls like, but too many activities are a burden on both parties. Too frequent discounts can disrupt the normal price system and over-compress the brand's profit margins. Only by reducing the number of promotions and improving the quality of promotional activities, brands can participate willingly, in order to form a virtuous cycle from the mall to the brand to the consumer.
7. Cross-border progress
Event replay: Min Wan Home Textiles has built a modern (decoration effect picture) wedding home textile art platform for the wedding photography supporting and wedding home textile products in the Loft Shanghai Wedding Art Industry Park - "Min End Home Textile Wedding Life Museum". The wedding living museum displays a variety of specially designed romantic wedding new products, showing the trend of wedding home textiles, as well as several unique wedding photography attractions. Couples can purchase wedding products directly, and refer to the color matching of wedding rooms to enhance the influence of traditional home textile brands in the youth consumer groups. It is reported that Shangjie Loft Shanghai Wedding Art Industry Park is Shanghai's largest creative place for fashion and cultural life with wedding photography as its main line.
Comments: On average, China has registered 8.11 million new couples each year in the past five years. It is estimated that more than 150,000 new couples will be married in Shanghai in 2012. In terms of new-marriage consumption, the purchase of new homes accounts for about 27% of total wedding spending, and 88% of newcomers need to take wedding photos. With the rapid growth of China's national economy and people's pursuit of modern social fashion, the demand for wedding consumption in the public life continues to increase, and the Chinese wedding culture will also become more personalized and fashionable. Faced with such a huge wedding market, Shanghai Leading Home Textiles took a step forward, creating a fabric fashion enterprise across the border wedding photography industry.
