Home textile industry urgently needs to break the homogenization competition

After decades of development, the extensive growth under the irregular competition in the home textile industry has come to an end. Next, it will usher in a high standard of low growth, the industry will become more and more standardized, and the rules of the game will continue to be refreshed. In the face of the critical point of the development of the industry, home textile brands must make a difference. It is necessary to break the password of the home textile brand.

Precise positioning According to STP theory, as the first step in positioning, market segmentation is like digging a deep well one meter in diameter. The problem is that regardless of whether it is 100 meters or 200 meters deep, if the volume of water dug out is the same, or if this water is not enough for everyone to drink, it would be bad. For example, in the home textile industry, there are some brands that focus on functional memory cotton. The market space of these products is relatively narrow, and it is necessary to find complementary products to achieve a strategic alliance in order to survive better. Dream Lily's memory foam and Yanhuang's down home textiles are the typical examples of this.

At present, there are no shortages of home textile brands that are relatively clever in their positioning: Fu Anna's artists' spinning, the festive culture in the South, and many favorite fashion routes. However, the field of silk home textiles, which is a segmented market, is lackluster, and it has almost no personality in positioning. To look away, to mention red wine, we must think of Bordeaux, France, but the world's best red wine may not be produced in Bordeaux, which is the origin of the positioning of the charm. In China, Mengniu has not been a “cattle” in the past few years. However, once it was a practitioner of localization, it clearly stated its position “from the prairie” in the early days. In the intrinsic knowledge of Chinese consumers, good silk is produced in Suzhou and Hangzhou. Many silk home textile brands indeed come from Suzhou, Hangzhou, Jiaxing, and Huzhou, but they are collectively aphasia and easy to abandon in the face of this exclusive source of origin. Of course, if you only occupy the place of production, but are not good at promoting the brand strategy behind the positioning of the origin, then the positioning of origin will eventually be a useless concept.

On the contrary, even if the silk home textile brand does not come from the above production areas, it can also be cut from the perspective of local geography, humanities, environment, climate, and silkworm farming, and extract such a position as “a unique silk production area from China”. Of course, this "uniqueness" must have a story to support. With the story, brand positioning will be followed.

The reform of a channel in the industry is as big as a cake. Whoever wants more points, in addition to having a good knife, it is better to use a knife. A good knife is a good product, and a knife method is a channel layout. Both are indispensable. Under the guidance of the idea that "the channel is king", a large number of companies adopt human-sea tactics, but the results are ridiculous. The home textile industry needs to think calmly about the “enclosure movement” and continue to carry out disorderly competition. It will pay a fierce price, and transposing thinking can trap the brains of franchisees. The key to channel operation is to avoid “same bed and different dreams”.

From Enclosure to Circle Brain From the current market pattern of several first-tier home textile brands, the strong areas of Rollei are East China and Northeast China. The strong areas of Fortuna are South China and Southwest China. The strong region of Mengjie is basically in Central China, and the strong area of ​​Mercury is strong. Mainly in the three-line market north of the Yangtze River.

The question is, how do the second and third line brands enter the strong regions of the first-line brands? For example, how does Kaisheng enter the headquarters of Mengjie in Hunan? The primary challenge facing Kaisheng in Hunan is: most of the home textile franchisers in Hunan have a relationship with Mengjie. With the roots of the roots, they are very unlikely to actively join Kaisheng and may even be collectively encumbered by Mengjie and its franchisees. Therefore, conventional thinking is completely avoided. In actual fact, there must be a brave husband under the reward. Kaisheng can deploy a group of franchisees from his strong area to develop in Hunan. Then he can really assist the group of soldiers in the depth of support. Eventually, he is likely to achieve breakthrough. success.

Another effective method of "circle-brain movement" is the implantation of front-end services such as the establishment of franchise business schools. The real role of the business school is “start-up incubator”, which provides formal pre-joining system training for all franchisees who want to join their own brand (not traditionally joined after training), and the training costs are fully borne by the company. This group of trained exclusive franchisees will have a strong driving force for the future market, and it will basically avoid the repeated tossing of “opening stores this year and shutting stores next year” and the invisiting business cycle.

Super integration of physical stores and online stores On November 11th, 2010, Boyang’s Taobao flagship store achieved a performance of more than 20 million yuan a day. In 2011, Boyang continued its stunning performance again. In the first half of the year, e-commerce sales exceeded 53 million yuan. In the second half of the year, the Singles Festival set a record of 40 million yuan in online sales in the home textile industry. Such data allows more peers to see the golden age of home textile e-commerce. The various textile brands closely follow Bo Yang's dark horse, have opened a flagship store on Tmall, or develop their own online store, a time home textiles Network sales into the blowout trend. However, due to the lack of timely adjustment of product development, and inconsistencies in online and offline prices, a large number of companies’ online sales have seriously damaged the interests of franchised physical stores.

It is often the case that consumers take a certain product from a textile flagship store at Tmall. It may take several days to purchase through Tmall. So he went directly to the local physical store and was told that the physical store did not sell. Online flagship product. How should this home textile brand respond to consumer confusion?

The traditional approach is to use similar products, different brands, or the same brand, different models to achieve the distinction between physical stores and online stores. This will only bring confusion to consumers. The ideal state is that after the company has a direct-operated store and an online flagship store, all franchisees will have the same type of shops as the entity franchise and network franchise. . After that, each physical store is equipped with a tablet computer. The terminal guide can recommend the online store products through the tablet simultaneously while recommending the physical stores. Consumers can either consume physical products or consume online store products in physical stores. Let all physical stores and online stores form an effective interaction, so that brand direct sales stores, brand franchise stores, online flagship stores, online franchise stores, online and offline products, price systems, physical channels, virtual channels, etc. Super integration, hyperlinks.

The online store should not be a sales channel that is opposed to traditional physical stores, nor a simple addition of traditional channels, but rather a transformation and enhancement of the multiplication effect of traditional channels, thereby creating a matrix-type performance model of virtual and collaborative operations.

The terminal changed its face and said that it was Gome and Suning. The first reaction was Gome and Suning; when it comes to furniture stores, everyone knew that the Red Star Macalline and the home was actually there. When it comes to home textiles, there was a blank in the brain. Does China have a professional home textile supermarket?

In 2011, in order to get rid of the dependence on Gome and Suning appliance channel providers, household appliance companies continued to work hard to build their own channels. Typical practitioners were Haier and Gree. Haier’s Sunshun even became second only to Gome and Suning. The three large home appliances channel distributors) initiated this change because the electrical appliance industry entered an unprecedented era of high channel costs. Looking back at the home textile industry, after decades of continuous staking and plundering, even if it is a second-tier and third-tier cities, the next strangulation is probably a blood stream. How many points are there?

The future new growth engine of the home textile industry is most likely to come from channel changes. The emergence of professional integrated textile stores is a general trend. Of course, this kind of strategic channels can't be played by ordinary enterprises. We can find tactical channels suitable for small and medium-sized home textile companies. At present, the rents for stores have soared, and the entry threshold for home textile brand stores has become higher and higher, killing the dream of most aspiring entrepreneurs. Can we break the traditional wisdom of the textile industry requiring franchisees to open large stores? In fact, we can set up several completely personalized franchise modes based on franchisees with different financial strengths. For example, a brand flagship store should be at least 200 square meters, but a brand of micro-stores as long as 30 square meters, so that only tens of thousands of dollars of people can easily shop to do the boss, which greatly reduces the threshold of opening textile shop. Of course, this combination of big stores and small stores depends on the effective reintegration of product structures by companies.

In the entire industry, the development of home life museum is in full swing, and there are too many ways to change channels. For example, the independent boutiques of home textile brands are all open in the second or even third category of business districts. Can they go in the opposite direction and drive small shops into one category of business districts? First, because of the small size and low rents, overall The operating costs have been greatly reduced, and a large area of ​​the electronic display wall can solve the display problems of small home textile shops. Second, due to popularity and spending power, the survival rate and profitability of a class of business districts should be higher. Therefore, the second category is not the only choice for home textile shops.

The highest level of competition is away from competition. When the opponent still stays in the competition in the store service, Haicang House launches a bell-based service model in a pioneering manner. When consumers do not need services, they will never be harassed by the Purchasing Guide, realizing humanity and difference in the real sense. Service. In essence, competition is something completely different from that of its peers.

Public relations is better than the advertising fired event marketing warfare "PR first, advertising second" is not a new concept, but the traditional thinking of "brand bombardment by advertising" that dominated China for many years is undoubtedly a subversion. As the home textile subdivided silk home textiles, down home textiles, and space memory cotton home textiles, the market space is relatively narrow, but many industries in China are developing at an unprecedented acceleration rate. The rise of great powers has brought endless opportunities.

Taking the memory cotton brand as an example, what can be done from the perspective of public relations. Memory foam, also known as slow rebound space material, is a specially developed decompression material for NASA to reduce the enormous pressure that astronauts take off the ground. The rapid development of China’s aerospace industry in recent years has provided an excellent opportunity for event-based marketing of memory cotton brands. Memory cotton brands can seamlessly connect their own "space" genes with astronauts and send products to space with a space event, thus creating a far-reaching brand realm and realizing a potential for development. Mengniu brand does not have "space" genes, but with a similar incident marketing to win the break, so the opportunity to come in handily, home textile industry turned a blind eye, really sigh.

The brand spokesperson's subversion of most of the garment enterprises in Jinjiang, Fujian Province, has become famous overnight. Compared with these enterprises in the early stage of building the brand's high-altitude bombing strategy, home textile companies have a clear gap, but the two are exactly the same in the operation of the brand spokesperson. At present, all female stars who are ranked number one are almost completely consumed by home textile companies. Have these spokesmen played or exceeded the expected effects? Take Rolle as an example, please let Michelle Reis speak for so many years, but ask any consumer: What is the relevance of Relais Home Textiles and Michelle Ree? The answer is disappointing.

A group of fish are swimming in the same direction. At this point, one fish suddenly begins to swim in the opposite direction. Everyone may notice it suddenly.

The marketing of the 21st century is "playing", and it is another fish that goes in the opposite direction through entertainment marketing. At present, domestic textile spokesmen are all local stars. Can we get some world-class celebrities? We don't need to know world-class celebrities, but we need to get to know some movie tycoons, such as Han Sanping of China Film, and finally you wait until one The upcoming international blockbuster film has a large number of beautiful living space shots... If you just do a product placement, you're just a rookie; run these world-class stars through the news media. Allowing them to spread your brand is the “intention of being a drunkard”; if you can put this “endorsement” into a realm of plausibility, it is a masterpiece.

In the era of marketing that has stepped into microblog and microfilm, we can also do some special and fashionable public relations activities on the microblogging of the brand's endorsers. This will lead to multiple or even cross-propagation. The brand may be the shortest time possible. Millions of people perceive. For example, companies can determine the theme of micro-films, through the mining of spokespersons for civilians, open solicitation for micro-film shooting, and then video distribution, etc., can also maximize the release of brand influence, these are effective ways to operate the brand spokesperson.

Breakthrough, there are laws**. Many of the above methods of stepping on the "spring" are just a drop in the ocean. On the way forward, whether it is the industry leader, chase or latecomers, all face the same hand. Perhaps a card that everyone doesn't care about is the way you can find eternal life tomorrow.