2010 How Will The Competition Pattern Of Home Textile Market Develop?

Home textiles is a

Because the threshold of home textile entry is low, there is not much scientific and technological content, resulting in the industry in a certain period of time is more chaotic, in a certain period of time to enter the home textile industry, the quality of enterprises and practitioners is not too high, especially home textiles is a new category of textile major categories, home textile design, management, marketing and other practitioners are from clothing, home appliances and other mature industries change; so far, no university has set up home textile design, home textile marketing and other specialized training professionals for the industry, it can be said that home textile industry is a new development.

Looking at the current home textile industry, there has not been a real sense.

Now the home textile industry has entered a stage from chaos to governance. With the development of industry and the entry of new powers, the pattern of competition has gradually changed. With the introduction of the traditional professional home textile enterprises such as Luo Lai, fuanna, Meng Jie and other clothing enterprises, such as Shanshan and Ordos, and with the international environmental recession, the international textile brands such as Sheraton, CK, Esprithome, Eve Delen, broad court and TRUSSARDI-home have entered the Chinese market, bringing luxury international brand consumption to Chinese consumers. Meanwhile, they also bring great competition and pressure to the domestic textile enterprises in China.

Within two to three years, the domestic textile market will have a big change.

Some small and medium-sized home textile enterprises will face the situation of merger, elimination and bankruptcy.

Traditional domestic

Shanshan, Ordos and other home textile brands, with the help of group funds, talents, network and other advantages, integrate home textile style design, surface accessories research and development, brand operation, marketing, production and manufacturing in one body, franchised franchise chain operation mode and operation of the franchise chain, and promote marketing with a unified brand image and product image. This brings new competitiveness and new marketing ideas to the home textile market, and occupies a place in the home textile market.

Foreign home textile brands create unique brand connotation and communication mode of each brand.

In the design, it follows simple, fashionable, luxurious and distinguished style, such as beige, white, gray and other plain colors in the product design of American brand CalvinKlein, creating a neutral style of fashion and simplicity.

The home textile brand in foreign countries also manifests the style characteristics of the brand in the shop design and display, creating the brand characteristics of the brand in the store, rather than simply selling products.

The style of CalvinKlein brand is concise and neutral style. The decoration style of shop is unified with product.

There are mainly two ways for international brands to enter the Chinese market. One is to set up a branch, set up a marketing team and manage the market directly. The representative brands are AUSSINO, Eve Delen and other brands, mainly in the department stores.

With the prestige of the international brand, it can get a better counter location, and the sales performance is relatively general.

Another way to enter the Chinese market is to export the brand, making use of the advantages of China's home textile enterprises to complement each other.

International brands such as the Sheraton of roles, the CK of violet and the Esprithome of dinosaurs are mainly sold in the department stores. With the advantages of international brands and the conditions of shopping malls, bundling their brands into high-end department stores is the reason why we find the brands and independent brands together in many high-end department stores. The agents of international brands mainly expand in the form of franchising, and sales performance in shopping malls is good.

If the international brand enters the Chinese market, if there is a big development, there are several problems to be considered. For example, the length and price of the product line, the existing international brand has one thing in common is that the products in the Chinese market are relatively small and the price is high. The target customers are high end customers in Pyramid. Although the price is high, the overall sales are not big, because the product line is short, the products are few, and the products can not meet the survival of the franchised stores, so the sales channels are restricted, which affects the speed of brand development, and the overall performance of the brand is not strong.

Second: how to overcome acclimatized, more in-depth guidance and research of consumer habits, international brands need to understand the daily life of Chinese people, all kinds of household goods usage habits, to understand Chinese people's intention to purchase household goods, such as their own use or gift giving.

Only by understanding the different needs of the product can we have the correct design concept.

Third: how to deal with the relationship between survival and development. Because of the comprehensive factors such as brand positioning, price, product line and channel, the development speed of international brand in China market is relatively slow. Some international brands open several stores in a year, and investment and income are very different. For example, He Pingheng's return to investment ratio is a problem.

Fourth: how to deal with the problem of brand agents; because brand agents are involved in the time and ultimate attribution of brand agents, brand agents will make systematic consideration in advertising investment, market development speed and brand maintenance.

With the improvement of the quality of life and the improvement of consumption ability, people pay more and more attention to the grade, taste and quality of household textiles.

This provides a good platform for the upgrading and development of the whole home textile industry. Whether the traditional professional textile enterprises or the related enterprises joining the road, whether local enterprises or international brands, we must immediately face the sea and challenge the future.

Jointly contribute to the healthy development of home textile industry.