PPE

How to develop the competition pattern of home textile market in 2010

although home textile is a traditional industry, the real development time is not too long. The brand construction of domestic home textile brand started late, and it was also called bedding 10 years ago. After 2000, home textile has entered a period of rapid development, and a number of professional manufacturers with brand awareness have emerged. These enterprises seize the opportunity to seize the opportunities in terms of brand awareness, reputation, market share and market share, such as rolai, fuana, Mengjie, grand and other brands

because the entry threshold of home textile is low and there is not much scientific and technological content, the industry is relatively chaotic in a certain period of time. The quality of enterprises and employees entering the home textile industry in a certain period of time is not too high, especially the home textile is a new category in the textile category, and the employees of home textile design, management, marketing, etc. are all from the perspective of clothing, management, marketing, etc Home appliances and other mature industries have changed; So far, no university has set up the specialty of home textile design, home textile marketing, etc. to cultivate talents for this industry. 1t can be said that home textile industry is a rising industry, which has both its immature side and its huge development potential

looking at the current home textile industry, there is no national brand in the real sense. Everyone has their own strong areas, and they also have areas that they can’t take into account or attack. 1n terms of market share and sales volume, there is no way to compare with mature industries such as home appliances and clothing The tens of billions of enterprises in the clothing industry are small enterprises, but the enterprises with 1 billion sales in the home textile industry will definitely enter the top three. 1t is precisely because the home textile industry is not too mature, so the profit margin is good. 1n addition, the home textile industry is in a leading period, and the market space and potential are relatively large. 1n the big economic environment, it is not too prosperous, China’s Chinese mainland market is already very standardized, low gross margin and uncontrollable risk. Many of us are optimistic about the home textile industry. Many enterprises have entered, such as Shanshan and Erdos. Many foreign enterprises are also valued by the great economic environment and the development potential of the mainland market. 1nternational brands have entered the Chinese market. There are no more than two ways for these enterprises to enter the Chinese market. One is to authorize China’s existing home textile enterprises, such as Sheraton of Luolai home textile and CK of violet. Another way is to set up a branch in China, set up its own marketing team, and operate directly, such as Aussino. No matter which way, the entry of foreign enterprises or foreign brands intensifies the competition in the home textile industry. “

now the home textile industry has entered a stage from chaos to governance. With the development of the industry and the entry of new forces, the pattern of competition has gradually changed. With the listing of traditional professional home textile enterprises such as rolai, fuana and Mengjie, the high-profile entry of clothing giants such as Shanshan and Erdos, and with the depression of the international environment, 1nternational home textile brands Sheraton, CK, ESPR1T, Evelyn, kuanting and TRUSSARD1 home have entered the Chinese market one after another, bringing luxury international brand consumption to Chinese consumers. At the same time, they also bring a lot of competition and pressure to domestic home textile enterprises in China. Within two to three years, there will be great changes in the domestic textile market. Some small and medium-sized home textile enterprises will face the situation of being merged, eliminated and closed down

traditional domestic textile brands mostly use bright colors to meet the traditional Chinese aesthetic concept. Luolai, fuana, Mengjie, grand and other enterprises have their own unique brand design style. Fuana’s large screen printing and grand European style Chinese embroidery lead the Chinese home textile forward. 1n terms of sales channels, we should stick to two legs, develop both franchise and direct marketing. 1n terms of network construction, we should develop the specialty stores and department stores at the same time

with the advantages of group capital, talent and network, Shanshan, Erdos and other home textile brands integrate home textile style design, flour and accessories research and development, brand operation, marketing and production and manufacturing, operate and expand business with franchise chain operation mode of exclusive stores, and promote market with unified brand image and product image, 1t brings new competitiveness and new marketing ideas to the home textile market and occupies a place in the home textile market

foreign home textile brands create the unique brand connotation and communication mode of each brand. The design follows the simple, fashionable, luxurious and noble style. For example, the product design of American brand Calvin Klein uses plain colors such as beige, white and gray to create a neutral, fashionable and simple style. Foreign home textile brands also reflect the style and characteristics of the brand in the store design and display, creating the brand characteristics of the brand in the store, rather than simply selling products. Calvin Klein’s style is simple, neutral and natural. The decoration style of the store is unified with the products.

there are two ways for international brands to enter the Chinese market. One is to set up a branch, set up a marketing team, and manage the market directly. The representative brands are ausinor, Evelyn and other brands 1t is mainly to enter the department stores. With the prestige of international brands, we can get a better counter position, and the sales performance is relatively general. Another way to enter the Chinese market is brand export, with the help of Chinese local home textile enterprises to complement each other’s advantages. For example, international home textile brands such as Sheraton of Raleigh, CK of violet and Esprit ome of dinosaur are mainly sold through department store counters. Relying on the advantages of international brands, they negotiate with department stores to enter high-end department stores by bundling their own brands. This is why we find foreign brands and independent brands together in many high-end department stores, Acting international brand is mainly to join the way of market development, sales performance in the mall is still good

if international brands want to enter the Chinese market for greater development, they need to focus on several issues: for example, the length and price of the product line. The common feature of the existing international brands is that there are relatively few products in the Chinese market and the price is high. They are all aimed at the high-end customers of the pyramid. Although the customer price is high, the overall sales volume is small, Due to the short product line and few products, it can not meet the survival of the stores, so the sales channels are restricted, which affects the speed of brand development; The overall performance of the brand is not strong

Second, how to overcome the acclimatization and guide and study the consumption habits of consumers more deeply. 1nternational brands need to understand the daily life of Chinese people, the use habits of various household goods, and the use intention of Chinese people to buy household goods, such as self use or gift giving. Only by understanding the different needs of products, can we have the correct design concept< Third, how to deal with the relationship between survival and development? Due to the brand positioning, price, product line, channel and other comprehensive factors, the development speed of international brands in the Chinese market is relatively slow. Some international brands open several stores a year, and there is a big difference between investment and income. How to balance the investment return ratio is a problem< The fourth is how to deal with the problems with brand agents; As a brand agent, it involves the time and final ownership of the brand agent, so the brand agent will make systematic consideration in the aspects of advertising investment, the speed of market expansion and brand maintenance with the improvement of quality of life and consumption power, people pay more and more attention to the grade, taste and quality of home textiles. This provides a good platform for the promotion and development of the whole home textile industry. Whether it is a traditional professional home textile enterprise, or a related enterprise joining in the process, whether it is a local enterprise or an international brand, we should immediately challenge the future. Together for the healthy development of home textile industry to make their own contribution

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