Due to the low entry threshold for home textiles and the lack of scientific and technological content, this industry has become chaotic within a certain period of time. The quality of enterprises and employees entering the home textile industry within a certain period of time is not too high, especially home textiles are textile An emerging category in the category, home textile design, management, marketing and other employees are transformed from mature industries such as clothing and home appliances; so far, no college has set up home textile design, home textile marketing, etc. for this industry. The profession of cultivating talents can be said that the home textile industry is an emerging industry with both its immaturity and its huge potential for development.
Looking at the current home textile industry, there is no real national brand. Everyone has their own strong areas, and there are areas that they ca n’t take into account or ca n’t attack. They are mature in terms of market share and sales. There is no way to compare industries such as home appliances and clothing. The billions of companies in the home appliance and clothing industries are considered small enterprises, but the companies with 1 billion sales in the home textile industry are sure to enter the top three. Because the home textile industry is not too mature, the profit margin is good. In addition, the home textile industry is in a leading period, and the market space and potential are relatively large. When the large economic environment is not too prosperous, some mature industries have already Very standard, low gross profit margin, relatively large uncontrollable risks, everyone is optimistic about the home textile industry, many companies have entered, such as Shanshan, Ordos, etc. Due to the impact of the large economic environment, many foreign companies also value the development of the Chinese mainland market Potential, international brands have entered the Chinese market one after another, these companies have nothing more than two ways to enter the Chinese market, one It is licensed to China's existing textile enterprises, chicken eggs, such as the Sheraton Carolina textile, violet CK and so on. Another way is to set up a branch company in China and set up your own marketing team to operate directly, such as Ausino. No matter which way is adopted, the entry of foreign companies or foreign brands has intensified 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 emerging forces, the pattern of competition has gradually changed. With the traditional professional home textile companies such as Luolai, Fuanna, Mengjie, etc. The high-profile entry of listed companies, Shanshan, Ordos and other apparel companies, as well as the sluggish international environment, international home textile brands such as Sheraton, CK, Esprithome, Yves Delun, Kuanting, TRUSSARDI-home have entered the Chinese market While bringing luxury international brand consumption to Chinese consumers, it also brings considerable competition and pressure to Chinese home textile companies. The domestic home textile market will change significantly in two to three years. Some small and medium-sized home textile companies will face the situation of being merged, eliminated or closed down.
Traditional domestic home textile brands mostly use bright colors to meet the traditional Chinese aesthetic concept. Companies such as Luolai, Fuanna, Mengjie, and Majestic have their own unique points in the brand design style. Fuanna's large-screen printing and majestic European-style Chinese embroidery, etc., have led the Chinese textile industry to move forward. In the sales channel, we insist on walking on two legs, join in and operate directly, and take into account the development. In the construction of outlets, we will develop brand stores and department store counters at the same time.
Shanshan, Ordos and other home textile brands have taken advantage of the group's funds, talents, and network to integrate home textile style design, noodle accessories research and development, brand operation, marketing, and manufacturing. They operate and expand their business with franchise franchise chain operation models of specialty stores. In order to promote the market with a unified brand image and product image, it has brought new competitiveness and new marketing ideas to the home textile market, and it has a place in the home textile market.
Foreign home textile brands create unique brand connotations and communication methods for each brand. The design follows a simple and fashionable, luxurious and noble style. For example, the American brand CalvinKlein uses beige, white, gray and other plain colors in the product design to create a neutral fashion and simple style. Foreign home textile brands also reflect the brand's style characteristics in the store design display, creating the brand's brand characteristics in the store, rather than simply selling products. The style of CalvinKlein brand is a simple and neutral natural style, and the decoration style of the store is unified with the product.
There are two main ways for international brands to enter the Chinese market: one is to set up a branch company, set up a marketing team, and manage the market directly. The representative brands are Ausinu, Yvdren and other brands, mainly Enter the counter in the department store format. With the prestige of international brands, we can get a better counter position, and the sales performance is more general. Another way to enter the Chinese market is to export the brand, using Chinese home textile companies to complement each other's advantages and borrow chickens to lay eggs. International home textile brands such as Sheraton Rollei, Violet CK, Dinosaur's Esprithome, etc. mainly sell department store counters. With the advantages of international brands and shopping mall bargaining conditions, they tie their own brands into high-end department stores. In many high-end department stores, we find the reason why foreign brands and self-owned brands are together. The agent of international brands is mainly to expand the market by means of franchising, and the sales performance is still good in the mall.
For international brands to enter the Chinese market for greater development, they need to focus on several issues: such as the length of the product line and the price. The existing international brands have one thing in common is that they have fewer products in the Chinese market and higher prices. They are aimed at high-end pyramid customers. Although the customer price is high, the overall sales are not large. Due to the short product line, the product There are few, unable to meet the survival of specialty stores, so the sales channels are restricted, which affects the speed of brand development; the overall expression of the brand is not strong.
Second: How to overcome the unacceptable conditions of water and soil, and guide and study consumers' consumption habits more deeply. International brands need to understand the daily lives of Chinese people and the habits of various household items. They must understand the intention of Chinese people to purchase household items, such as whether they are used by themselves or as gifts. Only by understanding the different needs of the product can we have the correct design concept.
Third: how to handle the relationship between survival and development. Due to comprehensive factors such as brand positioning, price, product lines, channels, etc., the development speed of international brands in the Chinese market is relatively slow. Some international brands open a few stores a year, and the investment and income are very different. How to balance the investment return ratio is one question.
Fourth: how to deal with the problem of brand agents. Because it is a brand agency, it involves the time of the brand agency and the final attribution. Therefore, the brand agency will systematically consider the advertising investment, the speed of market expansion and the maintenance of the brand.
With the improvement of the quality of life and the substantial improvement of consumption power, people pay more and more attention to the grade, taste and quality of home textiles . This provides a good platform for the improvement and development of the entire home textile industry. Whether it is a traditional professional home textile company or a related company that has joined in the middle, whether it is a local company or an international brand, everyone should immediately challenge the future. Work together to make your own contribution to the healthy development of the home textile industry!
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