With the trend of “re-decoration, light decoration†in the home furnishing industry in recent years, home textiles have been increasingly promoted from the role of practicality to decorative effects. The home textile industry has been “activated†as never before, and the incremental space will become larger.
At this point, the key driving force of home textile consumption is changing: the main value of home textile products is from the function of sleeping and sleeping to the function of softening the home.
The effect of beautifying the family environment, comforting and enhancing taste is gradually exerted.
This requires the decoration style and layout of the home textile and the housing to match the high-level consumption habits of the customers.
Under this trend, it can also be seen that the development of home textiles is a sign of improvement in the quality of life, as well as a taste of life and identity.
Therefore, at this time, the home textile industry may have a change:
From "no one has me" to "from good to excellent".
This "excellent" mainly reflects five aspects:
1. Subdivided areas, better and more professional
The industry began to be divided into categories, such as "marriage home textiles", "festival home textiles", "artist spinning" and other sub-categories emerged, quickly becoming the first category of differentiated markets, to seize the top spot in the market segment.
Who is the first brand of wedding home textile now? Who is the first brand of artist spinning? No one has a concept, and no cognition means there are huge market opportunities.
2, fashion optimization: good product design
Home textiles are like home clothes. Different styles show different moods, tastes and temperament.
Just as people don't meet the same clothes every day. The family will not satisfy the same color throughout the year, dress up the family regularly, change the curtains and bedding, and decorate the family with popular colors, as if they have a new home at once, which can promote the harmonious atmosphere of the family. Improve the happiness index.
After all, it is impossible for people to always decorate a new home, but they can softly decorate their new home. Let home textiles be fashioned, this will be a trend, and it is also an inevitable consumption trend after people's living standards are improved.
When I was consulting a textile company, I suggested that their home textiles be transferred according to the package plan. The curtains are divided into four seasons, and the bedding and other related accessories are the same, thus maximizing the customer's single purchase amount.
I was joking when I gave them training for sales staff. You can say to the customer (female) later, "You can change your feelings every quarter, so that your husband is obviously a family, but there are four different times every year. The feeling of the family. Further extension, it is clear that a wife, but it seems to have four. The mood of men is not the same. You belong to the fourth, more tasteful than the third, more sensation."
3, marketing model optimization
Since it is fashion, we must consider fashion marketing. Of course, if you have money, it is best to ask a celebrity spokesperson. Celebrity endorsement is the best advertisement, of course you have to please, please be appropriate. Because the magnifying effect of the star is self-evident. The ability to transfer the feeling of fashion to your brand.
For example, if you have a star, the star's Weibo fans will have 1 million.
You only need to do some fashion-oriented award-winning activities on Weibo, and your brand can be perceived by millions of people in the shortest time. As long as it is unique, it will form a second or even multiple iterations.
4, profit mode optimization
A good profit model, in the past, may quickly expand channels through franchisees, and staking. It’s not impossible to do this now, just a little out.
Wherever Eslite can sell shirts successfully on the Internet, why can't you take the e-commerce route seller to lead?
How about opening a home textile decoration company? Directly into the family, providing a total home textile solution. Anyway, if you sell curtains, you have to go to others to measure, why not solve all the home textile needs of this family? This year's demand, next year's demand, e-commerce tracking, can operate based on the customer's lifetime value. There is a good profit model behind this that can be designed and mined.
5, scale optimization
This of course is to enter the mature stage: at this time, it is required to be superior to large. This "big" is large in scale, large in capital, large in mode, and large in brand:
(1) The scale is large, and the cost advantage can be reduced by the scale advantage. This is the case with Jingdong Mall;
(2) Capital is king. There are many costs for the expansion of home textile industry enterprises. The inventory is combined with the cost of marketing and the cost of building the brand. At this time, if you rely solely on your own capital, the development speed is slow. The use of the power of capital is imperative. The home textile enterprise that first introduced capital power will surely become the leading brand in the home textile industry.
(3) Profit mode
Innovative companies will take the lead, and e-commerce is your chance to incite other entities to lead the brand. Your market consumer can quickly expand to the whole country.
(4) The brand is big, and the leading brand in the forefront will have the opportunity to launch its multi-brand strategy, gradually extending the reach of each sub-brand to various fields such as monopoly, supermarket, wholesale, hotel, network direct sales, etc., and finally build a leading brand. The home textile kingdom. In the end, through the series of brand communication activities, we will continue to inject value elements into the brand and achieve brand premium.
In short, home textile fashion marketing must be a trend. For the home textile industry, you are struggling to follow the traditional marketing methods, or to lock in the trend to carry out a marketing revolution? It is worthwhile for practitioners to think carefully.
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