The strategy of home textile enterprises is adjusted to “eight things” and “two things not to do”
Information such as the slowdown in industry growth and the decline in profits of leading companies have put pressure on home textile companies, and the sense of crisis has further intensified. However, the more this happens, the more we can see the company’s ability to think, innovate, and implement. Here, we have selected 10 typical cases to illustrate how companies accelerate their growth in an unfavorable industry environment. A civilized and sustainable enterprise should do something and not do something. Infringement and false propaganda are particularly bad behaviors, which are not conducive to brand reputation and the healthy development of the industry.
Eight for
1. New wine in old bottles
Event replay: Weike Home Textiles officially announced the signing of Ma Yili as the brand spokesperson. The person in charge of the brand said that hiring Ma Yili as the spokesperson is a decision made after weighing and evaluating. It is one of the important steps for Weike Home Textiles to achieve its five-year strategy, which will play a positive role in the development of the brand. Weike hopes that its natural and generous image will inject new vitality into the brand’s home textiles.
Comment: It is not a new thing for brands to hire celebrities to endorse them. Most brands in the industry have spokespersons. Now the most important thing when inviting celebrities is to meet the preferences of the corresponding consumers. In the past, many brands hired spokespersons in order to attract the support of celebrities or to follow the publicity strategies of first-line brands. They did not pay attention to the reputation of celebrities in the minds of consumers, but expected to use a small amount of money to hire slightly famous actors and singers to drive popularity. . After becoming a mother, Ma Yili made full use of the Weibo platform to express some views on children’s health, leaving a gentle and gentle impression on many female consumers. Her image complemented the Weike brand image.
2. Experiential consumption
Event replay: Dieyilan’s home fabric art experience center officially opened in Zhuzhou, Hunan. Dieyilan absorbed the international concept of “experiential consumption”, broke the traditional passive purchasing model, arranged a real home environment in the experience hall, created an overall atmosphere that combines vision and hearing, and concentratedly displayed consumers’ “future expectations” The ideal of “home” allows consumers to fully experience the feeling of home in advance.
Comments: “Experiential consumption” is not uncommon among international brands. For example, ZARA HOME, the home textile and household brand of the Spanish ZARA Group (decoration renderings), adheres to this principle. Several stores opened in Beijing, China have received Consumer favor. In fact, the “experiential consumption” store is similar to an upgraded version of the Big Home Living Store. What Big Home advocates is a rich product category, transitioning from a single bedding product to a full range of household products, and “experiential consumption” not only has a complete range of categories, but also creates stores based on real life scenes, moving the model rooms in the sales office to brand stores . Since visiting model rooms is a part of the sales office that can impress consumers into buying a house, why shouldn’t “experiential consumption” stimulate home textile consumption?
3. Close the distance with consumers
Event replay: Luolai’s 20th anniversary national tour kicked off in Shanghai. In order to show the brand’s artistic heritage and design charm, and at the same time allow more consumers to experience the revolutionary changes brought by high-end home textile products to the quality of life, Luolai built a large-scale building in the square outside the first floor of Yaohan, Pudong. European style (decoration renderings) classical (decoration renderings) corridor displays new products. In addition, Luolai also invited Hong Kong film and television star Michelle Reis to attend the event and staged a super-large 3D completion show on the banks of the Huangpu River. Luolai’s 20th anniversary celebrations are expected to last for three months and will be held in Kunming, Hangzhou, Beijing and other cities.
Comment: Over the past 20 years, Luolai Company has maintained a good momentum of development and topped the domestic bedding market share for 7 consecutive years. This year marks the company’s 20th anniversary, and Luolai has launched many activities for this purpose. The purpose of these activities is only one: to close the distance with consumers and increase brand awareness. Many brands do not pay attention to terminal experience, but blindly look for franchisees. Franchisees also decide which brand to represent based on the brand’s status in the minds of consumers. Therefore, letting the brand enter the terminal is an effective way to improve corporate performance, and it is also the fundamental way to attract more franchisees.
4. Seek cooperation
Event replay: Mengjie’s “Mei” brand and Italian handmade glass brand VENINI jointly held an exhibition in Changsha. This is VENINI’s second exhibition in China after its 90th anniversary global tour in 2011. The event sincerely invited nearly a hundred VIP customers who were “sleeping”, and more than 40 pieces of VENINI’s collections from various periods were displayed. VENINI’s fashionable and luxurious art products are combined with the noble and elegant sleeping culture of “Mei”, abandoning deliberate decoration and demanding perfection in every detail. Unique handmade glass, supple silk fabrics, and high-quality Egyptian long-staple cotton create a unique and tasteful home atmosphere through the mix and match of materials (decoration renderings) and the collision of colors.
Comment: In fact, both Minwan Home Textiles and Mengjie Mengjie are looking for larger market space through cross-border cooperation, but their methods are slightly different. The former promotes the sales of home textile products by getting involved in the secondary industry; while the latter increases the visibility of its products by working side by side with international brands. Mengjie “Mei” is positioned as high-end. Since it is a high-end brand, it should have a high-end attitude.Cooperate with brands recognized by the high-end market, so that you can complement each other and share each other’s customer resources.
5. Looking for blank spots in the market
Event replay: Sun Fengqin, chairman of Inner Mongolia Xinlong Cold Protection Products Factory, who is over 80 years old, revealed her next dream: to launch a “cashmere recycling project.” She plans to recycle cashmere quilts on the market, especially the “Rong Ding” brand, when the time comes. The purpose of this is to avoid waste and implement the country’s call for low-carbon environmental protection, energy conservation and emission reduction. The cashmere quilt core is recycled and re-decomposed according to Xinlong Factory’s patented formula to be woven into car mats, cotton tents and other products. products, using cashmere in a wider range of fields; the second is to create an industrial chain of production, sales, recycling and discount sales.
Comment: “Cashmere Recycling Project” is a rare good project that “kills more than one bird with one stone”. It not only achieves the goal of low-carbon environmental protection, but also creates a cashmere quilt industry chain, promotes cashmere products to a wider range of applications, and allows more consumers to feel the comfort brought by cashmere. At the same time, this will greatly enhance the brand’s reputation. Home textiles have always been considered an industry without follow-up services, and brands never make return or exchange promises to consumers. However, “velvet top” will change this stereotype. Brands that dare to recycle products must be brands with excellent quality. It’s just that it seems to be difficult to recycle cashmere quilts across the country. “I hope to bring natural things to the extreme.” This is the original intention of Sun Fengqin’s dream of recycling cashmere, which makes people have to admire the long-term vision of an 80-year-old man.
6. Stay consistent with strong channels
Event replay: Xinwantiandi is a channel with good sales performance of Casa Tianjiao in Beijing. At the same time, the brand has maintained the top three sales of similar products here all year round. Regarding the relationship between brands and channels, Zheng Jiajie, manager of Casa Tianjiao’s Beijing branch, prefers to call it cooperation rather than simple leasing. He believes that it is important to coordinate the two. Because the positioning of the shopping mall determines the positioning of the consumer group, the positioning of the brand determines whether it matches the shopping mall, so as to achieve a long-term foothold in the shopping mall and develop together with it. The profits that cooperation with first-class channels brings to enterprises cannot be underestimated.
Comment: In 2011, the turnover of just one Casa Tianjiao counter in Xinwantiandi reached 5 million yuan, with profits accounting for about 15%. This is diametrically opposed to the low profits reported by some brands in setting up counters in shopping malls. One of the very important reasons is that Xinwantiandi never offers discounts and promotions too frequently, but only twice a year with reasonable intensity. Although the number of activities is small, it does not affect consumers’ enthusiasm for shopping at all. On the contrary, it makes them cherish it more and more. Discount promotions are a sales model favored by both brands and shopping malls, but too many activities are a burden to both parties. Too frequent discount activities will disrupt the normal price system and excessively compress the brand’s profit margins. Only by reducing the number of promotional activities and improving the quality of promotional activities can brands willingly participate and form a virtuous cycle that everyone from shopping malls to brands to consumers will be happy with.
7. Cross-border progress
Event replay: Minwan Home Textiles has established a modern (decoration renderings) wedding home textile art platform in the Shangjie Loft Shanghai Wedding Art Industrial Park, supporting wedding photography and focusing on home textiles and wedding special products – “Minwan Home Textiles Wedding Life” Pavilion”. The Wedding Life Museum displays a variety of specially designed romantic series of new wedding products, showing the popular trends in wedding home textiles, and also provides several unique wedding photography spots. After taking photos, couples can directly purchase wedding products and refer to the color matching of the wedding room, which enhances the influence of traditional home textile brands among young consumer groups. It is reported that Shangjie Loft Shanghai Wedding Art Industrial Park is Shanghai’s largest creative gathering place for fashion, culture and life with wedding photography as the main line.
Comment: In the past five years, an average of about 8.11 million couples have registered for marriage in my country every year. It is estimated that more than 150,000 couples got married in Shanghai in 2012. In terms of wedding consumption, the purchase of new home supplies accounts for about 27% of the total wedding consumption, and 88% of newlyweds need to take wedding photos. With the rapid growth of my country’s national economy and people’s pursuit of modern social fashion, the demand for wedding consumption in public life continues to increase, and Chinese wedding culture will also become more personalized and fashionable. Faced with such a huge wedding market, Shanghai Leading Home Textiles has taken the lead and crossed over into the wedding photography industry to create a fabric fashion enterprise.
8. Life problem solving expert
Event replay: Zhejiang Aotans Fabric Co., Ltd. launched wall covering products at this year’s Spring and Summer Home Textile Exhibition. Wall covering is not a new product. Fabric wallpaper, that is, decorative wall covering, has already appeared in the building materials market. The characteristics of wall coverings are texture, non-toxic, breathable, sound-absorbing, and low static electricity. Although the wall covering itself is very environmentally friendly, most of the wall coverings on the market still need to be used with paint, which greatly reduces the environmental protection of the product. Otans wall covering not only has the functions of other wallpapers, but also avoids the use of paint and adhesives due to its different fixing methods, so it does not produce a pungent smell and is particularly environmentally friendly. A further advantage brought by this feature is that it can achieve quick check-in and save time costs, which is particularly important for the hotel industry. Many home decoration designers also have a preference for such products because they canThis shortens the waiting time for consumers and prevents them from being bothered by environmental issues when checking in.
Comments: Nowadays, more and more people love and hate general wallpapers. I love it because of the decorative effect it brings to the home environment, but I hate it because the environmental issues and cleaning issues of wallpaper are not well solved. Otans wall covering series participated in the exhibition for the first time, and many dealers and manufacturers came here. It can be seen that there is still a huge space for good products. Many companies believe that there is no room for product innovation. In fact, improving existing products and solving problems related to fabric products that arise in consumers’ lives can also make a breakthrough.
Two are not allowed
1. No hotlinking or infringement
Replay of the incident: Two listed home textile companies, Fuana and Luolai, went to court, resulting in a hotlink infringement incident. From September to October 2009, Luolai Home Textiles promoted false information such as “Buy Fu Anna, go to LOVO” and pointed the link to the e-commerce website of Luolai Home Textiles. Anna Fu actively defended her rights and filed a lawsuit with the Beijing Haidian District People’s Court in 2010. The case lasted for three years and went to court twice, but Luolai finally lost the case.
Comment: Internet infringement and design infringement of Chinese home textiles were once rampant. First, because there is a long road to safeguarding rights, and second, due to human sentiment, many brands choose to remain quiet. China’s home textile industry has always advocated a benign, healthy and orderly competitive environment. Only by creating a good market atmosphere, standardizing business operations, and improving the overall quality of the industry can innovation and progress in the home textile industry be promoted.
Corporate brands in the industry are both competitors and partners. We advocate mutual exchanges and cooperation between enterprises. It is necessary to strengthen the education of employees. It is not allowed to wantonly belittle the image of other companies and products among consumers. It is not allowed to drive up prices and form price alliances. It is not allowed to engage in price fraud through abnormal discounts and other means. Enterprises are not allowed to compete with each other. price war and oppose all unfair behaviors that harm the rights and interests of peers and consumers.
2. Not hypocritical or overly publicized
Event replay: The Intellectual Property Office of the Italian Foreign Trade Commission submitted a list of “pseudo-Italian” brands to the China Intellectual Property Bureau, and Jiajiameng Home Textiles was “famous on the list.” The reason given by the Italian Intellectual Property Office is that the brand arbitrarily added the “Italy” logo to the trademark, and also repeatedly appeared in the promotional brochure information originating from Italy, Milan, Florence, etc. to mislead consumers.
Comment: In fact, there are quite a few brands claiming to be “original from Italy”, “from France”, “designed in Italy”, and “inspired by France”. They use these countries that are familiar but unfamiliar to Chinese people. Place names, fabricate some relevant cultural stories to confuse consumers, and mislead consumers into thinking they are international brands. Some people analyze that this is caused by Chinese consumers’ admiration for foreign products; others believe that brands are afraid that consumers will not have confidence in domestic products.
Placing the responsibility on consumers is a cover-up of the brand’s own faults. In this incident, foreign parties have been emphasizing that this investigation has nothing to do with product quality. They only expect Chinese brands to seek truth from facts and inform consumers of the truth. Nowadays, although many companies talk about integrity, they find ways to deceive consumers and make profits from it. We encourage companies to increase the added value of their products, but the method of improvement should not be this way. Since when have our companies been unable to even tell the truth about their place of origin? These “pseudo-Italian” brands are not confident in national consumption, but lack confidence in their own products, so they fabricate a reputation for themselves. Like a beautiful Italian story.
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