Seven Channels For Home Textile Marketing

In 2007, American consumers probably bought 1 billion towels and 550 million sheets and pillowcases, which means that every household bought at most 9 towels and 5 sheets and pillowcases. In China, the average household consumption is far from that figure. China's home textile products are almost equivalent to "durable goods". Under such market conditions, the expansion and innovation of the channel model of Chinese home textile enterprises is particularly important.

ODM+

Industrial concentration is low, middle and low grade products are competing fiercely, design and research and development are plagiarized, and entry threshold is low.

It is a common feature of China's home textile industry.

Among them, the problem of design plagiarism is the most serious, and this has become one of the measures for many small and medium-sized enterprises to develop.

Small and medium-sized enterprises have low cost and poor ability to resist risks, and more sales profits can be exchanged for further development of enterprises.

Therefore, after a product is designed by a manufacturer, it can be produced after a slight modification in its original design, so that the development time can be reduced greatly.

Thus, it is far better than competitors in terms of distribution time and the style design of goods, so it often achieves better sales profits in a short time.

In addition, SMEs must rely heavily on

In fact, if we can expand the strategy of direct marketing + affiliate expansion, we can not only quickly expand the marketing network and drive the growth of revenue scale, but also directly guide the franchise, which will help to strengthen the management of channels.

Direct + affiliate, middle and high-end enterprises win steadily and go to the golden road.

The competition between high-end and home textile enterprises is evolving into a competition of channels.

If the interpretation of good channel is the key to winning, most of the high-end home textile enterprises are currently using direct camp and join the "two legged" walk way to win.

In addition to Roley home textiles and fuanna, the other high-end high-end home textile enterprises, such as Meng Jie home textiles, mercury home textiles (view map), dinosaurs (Esprit), Fang Fang Ting, violet, Fu Shi, and long dreams, all adopt direct store and franchise mode, so that the sales mode has become a general form of high-end home textile enterprises.

The reason behind this is the homogenization of home textile enterprises and their products.

On the one hand, the localization of target consumer groups is homogenized.

Most enterprises, regardless of size and strength, target high-end consumer groups.

On the other hand, the homogenization of products is not only limited to the varieties and styles of production, but more importantly, almost all products in the sales appeals tend to luxurious life, extravagant life, art life and so on.

The direct stores of home textile enterprises are directly operated by the brand owners. They are more professional and professional when terminal services are provided. The terminal service personnel have certain professional qualities and can provide services from a more comprehensive, more intuitive and deeper perspective from consumers' hearts. Therefore, the brand character of home textile products is very obvious, easy to be remembered, and it may also generate consumption again.

The terminal services of franchisees are more affinities, service personnel and consumers are easy to get close to, eliminate the gap, and even establish a friend like relationship, because it is closer to the popular life of the masses.

Therefore, the middle and high-end enterprises should adopt the two party channel mode for different regions, and refine the mode to deal with the local market.

Research shows that the positioning of high-end, multi brand strategy to build a rich product line, and at the same time, "direct + franchised" stores in the form of fast and low-cost laying of channels, is the key to the emergence of home textile enterprises.

Electronic commerce + cloth art supermarket, laying golden road in the new home textile Era

The Internet is the trend of future development, and so is the home textile industry.

The network has certain characteristics of rapid dissemination, and the current traffic congestion and life stress social form makes more and more people choose online shopping form to purchase items.

As a result, more and more home textile enterprises are also going the way to the development of e-commerce.

Electronic commerce is a kind of network channel. It is a new channel. On the other hand, it can also pform and enhance traditional channels. The ultimate goal of developing network sales is not to sacrifice traditional channels, but to use the network to enhance overall sales and profits. Traditional channels, such as personnel sales, agency channels, storefronts and so on, are often completed in the channel, so we call "sales channels", but the Internet is essentially different from traditional channels. It has both traditional channel sales function and media and customer communication channels.

The interactivity, immediacy and diversity of the network make it the lowest cost and the most efficient channel for customer contact.

Such as e-mail, blog, MSN, forum, video, SNS can become a powerful tool to improve customer stickiness. Unfortunately, most of the traditional enterprises only apply network marketing to the promotion of front-end and the development of new customers, instead of using these tools to maintain customer relationship and achieve low cost repurchase.

It's time for us to make money by selling one-time sales of new customers. Customer relationship maintenance and repeat sales are the foundation of e-commerce profits.

To develop network sales is not to add addition to traditional channels, but to do multiplication.

We can only use the network as a new promotion channel, paction channel, or re purchase channel.

But don't forget, do not sell online in isolation. You must combine with your mature channels and skillfully utilize the channels of direct marketing, such as telephone, direct mail, e-mail and database marketing, to maximize the commercial value of e-commerce.

The era of new home textiles has arrived.

The golden road of home textile enterprises needs to be laid by e-commerce.

Gome and Suning set up a marketing mode of electrical products, which centrally sells many different brands and different categories of electrical products, providing users with more selectivity and contrast.

The characteristics of specialization and centralization make the home textile industry suddenly come up with several new force of "cloth supermarket".

When China's home textile products are gradually turning into "fast moving products", the cloth art supermarket will be like the Gome Suning Appliance Store.

Rapid supply chain mode, the cutting-edge marketing access to the Golden Road, the key word for the development of home textile enterprises is innovation. Whether it is production, service or marketing, every new model always lays a light on the development of enterprises.

The most shining one is the fast supply chain mode.

The supply chain system needs certain economic foundation and design capability.

The home textile industry needs to identify its position and choose the most suitable mode for its development.

Roley, Secretary of the board of directors of the home textile company, Wu Xianzhong introduced the company's construction of a fast responsive supply chain management system, including product design and development, procurement, production, promotion and sales, which greatly improved the effectiveness of the company's supply chain management.

He also said that in 2002, the company began to use the ERP system. After several years of continuous improvement, the system can effectively deal with a large amount of information such as purchasing, warehousing, customer orders, sales and delivery, etc., so as to realize the integration of logistics and capital flow. The company can check and reflect various business links from the financial module, and also can grasp the terminal sales and inventory in time and dynamically, so as to make a quick response to the market.

After using this system, the production efficiency of the company has been upgraded to the first class in the industry, and it can meet customers' demand for multiple varieties and small quantities in 7 days.

In 2007, the company also introduced the order production mode, which could arrange procurement and production more reasonably, and further optimize the number, type and age of the inventory.

The new fast supply chain mode will become the most destructive weapon for home textile enterprises.

At present, most home textile enterprises have set foot on the road of rapid supply chain mode, which is also the direction of access to gold.

Home textile enterprises, like other enterprises such as clothing, have adopted ODM, supermarket direct supply, distribution, franchised, agency, e-commerce and other modes in the sales mode.

But no matter which mode, it is based on satisfying user needs, increasing sales volume and speeding up the development of the company as the starting point. The road is tortuous and bumpy. But if the seven channel modes can be applied properly and are suitable for the development of enterprises, they will lay a golden road to help enterprises develop upward.