Home Textile Brand Marketing Strategy Seeks To Break Through The Path
The industry has a long history. However, until the last ten years, the Chinese textile industry only paid attention to the brand.
Marketing
Some brand planning agencies began to intervene in the home textile industry, hoping to achieve a breakthrough in marketing through brand planning, and did not achieve the desired good results.
At present, China's home textile industry is still in a state of fierce competition and has not yet formed a strong brand enterprise to dominate the market.
According to the study of the brand planning agency of Beijing Tian Xing Hang, the planning of home textile brand must take the lead.
Brand conceptualization seeks innovation potential
As Bo Yang put forward the concept of home textiles in 1996, more than ten years of the concept of home textiles brand is out of sight. There are green home textiles, creative home textiles, home textiles, home textiles, children's concepts, and innovative enterprises.
But what is the purpose of home textile enterprises?
To answer the above questions, we must return to the consumption characteristics of home textiles.
In China, there is always a saying that women's owners and men should be classified as hostess's management. Men will not pay much attention to home textiles, or even participate in any purchase decisions.
It is precisely because of the unique consumption characteristics of home textiles that every major home textile brand begins to focus on housewives.
Housewives consumers have two most important consumption characteristics, one is the very strong sense of cost, the other is the perceptual consumption occupies an important position. This is that we often say that women buy things both cheap and romantic fashion, so women love to shop, on the one hand, enjoy the shopping mall dazzling shopping atmosphere, on the other hand, you can get a good bargain.
Now we begin to answer why the home textile enterprises are so happy about the brand concept.
Women are the main buyers of home textile products. This is the most favorite group of people. Of course, their fastidious eyes and prudent purchase decisions are also torturing the home textile enterprises.
Obviously, the concept of brand that has been abandoned by other industry brand planning has its own reason in the home textile industry.
The trend of brand concept depends solely on a certain concept.
For everyday consumer goods that every family has to use, it is hard to satisfy the appetite of a Chinese woman with a strong sense of brand concept to satisfy the Chinese women's strong sense of feminism.
The brand consultants of the Beijing strategy bank put forward the concept of "concept integration" brand planning, organically integrate more brand concepts, and create a brand concept with unique connotations to adapt to the brand concept experience of different female consumers.
Of course, we must not be half blind. Once the conceptual integration fails, we will fall into the misunderstanding of the concept superposition, which will easily lead to consumer disgust, and it will outweigh the gains.
Combining the brand of home textile enterprise
Conceptualization
The characteristics of Beijing's policy advisory body put forward the concept of home textile brand integration, seeking a breakthrough in the concept of brand marketing for the future.
In order to integrate the brand concept of home textiles, we are looking for dislocation integration from the aspects of fabric, technology, texture, appearance, culture, customs and emotions, and establish a brand concept combination with textures and emotional factors to create brand potential energy.
Brand lean to seek value
The brand consultant agency of Beijing Tian Xing bank first put forward the brand lean in the process of building home textile brand, which is also related to the female consumers' pursuit of meticulous mind.
Home textile brand must pass the value through the brand, and finally it will be presented to consumers through the price.
Whether the brand value can be clearly recognized by female consumers and recognized at the same time is the top priority for home textile brand building.
Studying the consumption characteristics of female consumer groups, we will find that female consumers have super
perceptual
At the same time, it has a super rational side.
In terms of sensibility, it is resolved through the concept of brand, and in terms of rationality, it is solved through brand lean.
There is a saying that "women's heart and sea needles" are the characteristics of women's consumers who are hard to ponder. It is necessary to create a lean brand for home textile brands, and truly discover those brand elements that penetrate the female consumers' hearts, and get a reasonable appeal through appropriate brand communication, so that they can get the hearts of female consumers.
The so-called lean brand is the requirement of brand elements in the process of brand building.
Refine
The precise expression of brand performance, the accurate expression of brand connotation and the accurate presentation of brand image will ultimately enhance the brand taste of Zhang Xian brand value.
In the research of home textile brand in the Yangtze River Delta, the brand consultants of Beijing Tian Xing Bank found that small and medium-sized home textile enterprises generally had deficiencies in brand building, among which the brand lean was the core issue of its brand value.
Some home textile enterprises, which are exported to domestic enterprises by export companies, are also lack of brand lean construction. They often lament that "domestic consumers are more difficult to serve than consumers in Europe and America".
The brand consultant agency of Beijing Tian Xing Bank found out its involvement in the planning of the brand of the mercury home textiles.
brand
Advocating "loving a bed and loving a home" is extremely accurate. However, its brand building is vague and lacking in lean. Therefore, we redefine and interpret the mercury brand from many angles such as the brand elements, brand performance, brand connotation and brand image of mercury, making the mercury brand the most lean and fullest brand in the home textile industry, the value of the brand is highlighted, and the effective pmission of brand value can be achieved quickly through marketing activities, which has achieved good sales results.
Brand image for marketing profit
Brand must not be shelved, and marketing through visualization.
channel
It is obviously a wise move for enterprises to play the role of brand.
Home textile brand visualization is no exception, of course, there are more stringent requirements.
The brand consultants of Beijing Tian Xing bank often say that the brand planning of home textiles is "trying to show in the outside", which means that all the essence of home textile brand must be presented to consumers through marketing activities.
We often see that the terminal display of home textile brand is carefully planned. This kind of elaborate terminal display plays a far greater role than the terminal display of other products.
The most typical example is the display of franchised stores and franchised terminals.
Beijing Tian CE bank brand advisory body requires home textile products terminal display following the following principles: one is to fully display the principles of home textile brands and products; two is the principle of living display, the home textile brands and products are fully displayed in the hierarchical level, and the three is to display the use value analysis of home textile products; four is the principle of brand value display, and the value of home textile brand is displayed through materialization.
Through this terminal display, together with the use of terminal marketing tools, we can achieve the ultimate goal of home textile brand driving terminal sales.
Boyang baby home textile has two big star brands: "pleasant goat and big wolf". "Sponge baby" is the top brand of the brand. In the brand terminal display, the brand consultant agency of Beijing Tian Zhi Xing gives full play to its brand visualization characteristics, and has successfully activated its brand terminal marketing in accordance with the principles of comprehensive display, life display, use value exhibition and brand value display, and has achieved good marketing performance.
Regional franchisees call us "a big grey wolf" because of our success.
Summary
Beijing Tian Zhi Xing brand planning agency goes deep into the front line of home textile marketing, takes the brand planning as the soul, makes the brand marketing device, displays the face with the brand terminal, and combines the consumption trend and the consumption characteristics of the home textile products to achieve the goal.
Home textiles
The best marketing effect of brand marketing will contribute to the strong development of China's home textile brand.
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