On the other hand, in many regional markets, many county-level home textile dealers are facing the price war, advertising war and promotion war of their peers, which is bleak or even closed down. For example, Luolai, a well-known home textile brand, has changed its dealers several times in Guangxi and Guangdong, but none of them have been made. Can they do it again? At the same time, more investors have entered this industry. For example, Leiyan Home Textiles, a new entrant, was originally mainly engaged in the steel industry. Many operators in clothing, household appliances, sports and catering industries are also optimistic about this industry, and they have chosen to represent their own home textile brands, which has led to increasingly fierce competition in home textiles.
So is there any chance to do home textile business? China thinks that the development potential of home textiles is still great. From the perspective of home textile manufacturers, there are mainly the following opportunities:
1. There are great opportunities in product structure.
In fact, home textiles, as a major branch of textiles, have huge market opportunities in terms of fabrics, styles, functions and product combinations. For example, bamboo fiber home textiles have made several home textile enterprises such as Cynthia Duo stand out and achieved rapid development. On the bedding, it is limited to the competition of colors and styles, but there are structural defects in product applicability and home environment collocation. It is impossible to dominate the national market by one product. It is an inevitable trend to develop marketable products for regional key markets. In terms of product mix, there are also opportunities for structural breakthroughs, such as kits, accessories and extended product mix. In terms of product function development, it needs to be improved urgently. In fact, many home textile products, such as pillows, towels, carpets and so on. , can be favored by the market by adding some effective ingredients harmful to human health, combined with market hotspots, such as
There are great opportunities in the regional market.
Now the regional market, especially the county-level market, has formed a professional home textile street. For example, near Yanling West Road, Changzhou City, Jiangsu Province, more than 30 home textile brand stores are concentrated together and the competition is fierce. In fact, in many counties and towns, the current market is still relatively blank. With the development of national small town construction, more than 20,000 small towns in China will be a big market. For example, Meng Jie has been deeply involved in the terminal channel of Hunan market, and the specialty store has opened to the town, which has an unshakable position in Hunan market and brought hundreds of millions of sales revenue. For example, a home textile enterprise in Haimen has millions of sales in the remote Yan 'an area, which shows that for home textile manufacturers, although it seems to have built a national network, it lacks its own core base and model market, which is not only very fragile and easy to be replaced by competitors, but also lacks a core profit market, which can bring stable and lasting profits to enterprises. Therefore, for home textile enterprises, it is very necessary to establish their own "high-volume" production areas with the opportunity of channel sinking, and this development space is still quite large.
3. Marketing management needs to be improved.
Compared with other industries, the operation level of the whole home textile industry is very backward. There are many problems from the overall planning of the market to product design and development, marketing organization structure, marketing planning, quantitative management, warehousing management, logistics management and many other aspects. Even well-known home textile brands have spent about 65,438+00 years to gradually integrate their own business subsystems. For the vast majority of home textile enterprises, the internal management is quite chaotic, or professional managers from other industries are invited to be airborne troops stationed in the enterprise, or rely on the support of several close relatives and friends of the original family-owned enterprises, and the marketing organization and sales policies are constantly changing. For example, a well-known home textile enterprise in Nantong actually laid off the marketing department and sent all its personnel to the regional market for sales, only paying attention to the immediate tactical hype, which not only caused widespread dissatisfaction among dealers. But also brings great hidden dangers to the further development of the company. It is extremely dangerous for an enterprise that has not formulated relevant marketing plan and promotion mode for the market to rely entirely on price promotion and pressure on dealers, and its terminal wastage rate has exceeded that of previous years. It can be seen that management upgrading and marketing model upgrading will inject new vitality into the development of home textile enterprises. Whoever takes the lead in internal resource integration and marketing management will stand out in the increasingly fierce home textile industry.
4. The investment model needs to be improved.
In daily work, home textile China often receives calls from businesses interested in home textile business all over the country. On the other hand, many home textile enterprises try their best to attract investment every day, but they can't find franchisees. Why is this strange phenomenon happening? The reason is that there are actually two types of people joining the home textile industry now. One is a businessman who has never done home textiles, and the other is a businessman who has done home textiles and wants to change brands or represent more brands. Their understanding of the industry is very different. Our company provides almost the same investment information as advertisements, but its own advantages and influence on potential customers are not fully demonstrated, such as Don Juan Home Textiles. Many people in the industry think that their products are really good, but they lack clear design and arrangement in the process of attracting investment. I feel sleepy after listening to a company profile, so even if I go to find more amateur customers, people don't feel the reason to want to cooperate with grandpa. As a result, many potential customers immediately visited several enterprises in Nantong after attending the grand investment promotion meeting, which shows a very serious problem. Some home textile enterprises are very strong, but many business negotiations, investment communication and investment management have great problems.
In fact, there is a lot of room for innovation in the way of attracting investment. Many enterprises now rely heavily on advertising. As soon as the advertisement stopped, the consultation telephone number immediately went to zero, but they had not found an effective way to reduce the cost and improve the investment efficiency. For example, home textile China wrote a case article for a home textile from the perspective of corporate culture and humanized management of distributors. As a result, there was no mention of investment promotion at all, but more than a dozen customers took the initiative to contact and cooperate. This shows that at the level of attracting investment, it is limited to rely solely on advertising communication, which is what all competitors are doing. The key lies in how to talk about the dealer's heart. It is very effective to establish the high prestige and trust of the enterprise by using soft text communication, news reporting, event marketing and public relations.
5. Marketing communication needs to be deeply rooted in people's hearts.
At present, home textile enterprises spend a lot of money on brand investment and compete to hire big-name stars as image spokespersons. Although this is correct, it is not the key for enterprises to win in the brand war. For example, Vosges asked Lin Chi-ling to speak for it, but the final slogan was: Vosges, a real textile company, spent tens of millions of advertisements, which seemed reasonable and reasonable, showing its strength. However, many home textile dealers asked me, I don't understand. It feels like advertising for the home textile industry, doing everything and feeling unprofessional. This illustrates a core problem. In fact, it seems that many enterprises spend a lot of money on advertising, but dealers don't understand and feel it, and consumers are even more confused. For example, the positioning of Kaisheng Home Textiles is emotional home textiles, but from the perspective of terminal image and brand advertising, this positioning is not reflected at all. It looks beautiful, but it deviates from the original positioning, which leads to no association in consumers' hearts, and finally makes some consumers feel open.
In fact, such problems generally exist in home textile brands. Either there is a problem with brand positioning or there is a differentiated positioning, but it is still limited to traditional forms. More enterprises lack distinctive features. It can be seen from the aspects of home textile terminal decoration, product display, publicity materials and personnel shopping guide. The two are similar, and from their respective advantages and characteristics, they have not formed an effective communication system. Some home textile stores have different colors. Let's talk about membership marketing first. In this regard, there is indeed great potential to be tapped.
So from friends who want to enter the home textile industry, home textile China has some advice and suggestions:
1, making home textiles with normal heart
This industry is not real estate, which will bring huge profits in the short term. If you want to do a long-term, stable and sustained growth business, then it is correct to choose the home textile industry. Because of the particularity of this industry, most of them are equivalent to durable consumer goods. Take bedding as an example, while the main consumers are mainly married people and housewarmers. Their consumption far exceeds the consumption amount of ordinary bedding, including face consumption and emotional consumption. In a certain area, this population base is very large. As long as we choose products that meet the characteristics of local needs and stick to them, we can get lasting and stable returns. This is not the same as making clothes and shoes. As soon as the season changes, the products will enter the unsalable period and must be discounted. General home textile products can be sold all year round, and the product value is relatively preserved. There will be no phenomenon of buying 65438+ million today and shrinking in two months, as long as the consumption frequency of consumers is gradually changed. Don't covet perfection in the early stage. It is more effective to choose a home textile brand in combination with its own resources and local consumption characteristics, without having to choose a well-known brand.
2. Boldly adopt cross-industry management mode.
At present, the operation mode of home textile industry is relatively primitive. Compared with many industries such as home appliances, cosmetics and clothing, the operation method is relatively simple. You can combine the operation mode adopted by your previous industry to sell home textile products. For example, a friend of China Home Textiles used to be in the ballroom business. He established a large number of contacts by holding social parties, using the original lighting equipment, performing arts performances and marketing activities, which added icing on the cake to the sales of home textiles. Another example is a friend of Home Textiles China, who used to do household appliances business in Wuxi. He advertised in many fashion magazines and attracted the attention of many young consumers. The growth rate of local market share is much faster than that of other brands.
3. Multi-brand compound operation
If you really want to do a long-term business in home textiles, on the basis of doing a good job as an agent for the original brand and doing a steady operation, try to do a good job as many home textiles agents with different grades and different positioning as possible. You can also add some agents for towels, fabrics, carpets and other products from the original bedding agents, mainly to achieve the following purposes: to seize the retail terminal resources in the core business district and key regional markets and prevent potential competitors from intervening. Moreover, at night, the brand structure and product structure can meet the needs of consumers at different levels and make use of old customers.
4. Upgrade your ideas.
Learning ability is competitiveness. The retail business model of home textiles is indeed relatively simple, but engaging in this industry will face many competitors. Therefore, it is necessary to study in depth from the perspective of the characteristics of the home textile industry and the main consumer groups: young and middle-aged women, including the basic knowledge, technology, varieties and development trends of home textile products, and at the same time learn some female psychology, color psychology, parenting education, makeup and beauty, communication skills, etc., so as to provide a stable accumulation preparation for future home textile positional warfare. Avoid the idea that money is safe, because now is not the time to sit back and relax.
5. Service wins
The author believes that service is the key to success for terminal home textile retailers. Customers feel bad, no matter how distinctive the product is, no matter how high the discount, customers will not pay the bill. Therefore, for friends who want to engage in home textile sales, it is very important to have a service mentality and deal with all kinds of picky and problems of consumers, especially the service attitude and skills of shopping guides, which need your long-term subtle influence and guidance. China people value love words most. As long as you create a caring attitude in communication with customers, because consumers are not only looking at products and choosing brands, but also choosing you, the author found in the long-term research of home textile terminals that most home textile dealers in specialty stores directly participate in terminal sales, and those dealers who have good service attitude and can fully communicate and interact with customers will bring very high turnover rate and customer satisfaction, and a large part of them will become repeat customers.
To sum up, China believes that home textiles will always be a sunrise industry. Many people think that home textiles have no chance, mainly because of thinking and ideas. There is no sunset industry in the world, only the concept of sunset. Even in developed countries with fierce competition in Europe and America, there are still many home textile enterprises living well, not to mention the home textile market in China has just begun. Many home textile enterprises have set a record of sales exceeding one billion by 20 18.
It's good ~ but it depends on whether you can accept this industry from the business side ~ ~ ~