The Road To Integration And Development Of Multi Brand Operation Is Getting Wider And Wider.

In early 2012, it was predicted that this year will become Home textiles A year of great development of industry channels. Cooperation and acquisition between brands will become more frequent. Chinese textile enterprises will pay more attention to the operation of capital level and gradually move closer to scale economy. The real sense of Home Textile Group will continue to emerge. With the success of Bo Yang and some other successful network sales brands, e-commerce will play an increasingly important role in the second battlefields of domestic textile enterprises, apart from traditional channels. Enterprises will use the network platform to publicize and promote the brand products to the greatest extent, enhance brand awareness, and some home textile brands tailored to the Internet will sprout up continuously. The traditional home textile sales channels will be affected.

Now, half of 2012 has already been completed, and the channel construction of home textile industry has also extended to a wider and deeper direction, just as we predicted. Home textile enterprises and agents are making efforts to carry out multi brand operation to create home textile collection stores as the goal; e-commerce has gradually revealed its channel advantages in home textile industry, attracting many brands to exploit the market with this platform; driven by the trend of cross-border integration, the gift industry and the film industry have also become a new platform for the extension of the home textile industry. In addition, the blank of the home textile market and the coming of a new baby boom are bound to bring new business opportunities to home textile enterprises.

　 Multi brand operation and development

News playback

Nowadays, many home textile brands have adopted "multi brand strategy" to grab market resources and get consumers of different levels and levels of consumption. For different consumer groups, create different styles, different prices, different grades of brand products. Such as Luo Lai home textiles through the "private brand + agent brand" this multi brand operation mode has been successful. At present, there are more than ten brands in the brand of Luo Lai, which are different from those of the brand. These brands are different in location, coverage and target areas, such as: Luo Lai is a high-end brand; Sheridan is a high-end brand; Disney is a middle and low end brand; the excellent family is a popular brand; Shang Ma can be a fashion brand; Luo Lai KIDS is a children's brand; Ti Xin is a super brand (also for the two or three line market); LOVO is an e-commerce brand. It can be seen that Luo Lai tries to build a home textile horizontal and vertical network from the cognitive, channel and price through the multi brand strategy, and will get rid of all the consumers of home textiles.

In addition to enterprises, some home textile franchisees also began to carry out multi brand agents, and strive to transform the mode of home textile brand collection shop. Such as Beijing feather silk blue dream home life hall brings together household textile bedding, towels, home furnishings, home accessories, tableware products and other items closely related to people's lives, reflecting the concept of one-stop shopping for home life, attracting a large number of well-known home textiles and home decoration brands in the form of new home stores.

Industry perspective

Li Kailuo, an expert on economic research in China's famous fashion industry

Nowadays, multi brand operation is the trend of home textile enterprises in the future. At the same time, franchisees want to be stronger and bigger in the local market, and multi brand agents are the inevitable choice.

Multi brand strategy is the brand operation mode of product diversification. Its main connotation is that enterprises use different brands according to the target market, and use multiple brands to meet the different needs of different market segments. Multi brand strategy is a trend, but the extension of brand is not an overnight effort. Multi brand building is not as simple as registering several trademarks, nor is all resources of enterprises the basis of multi brand operation. Compared with the single brand strategy, multi brand strategy has its own advantages, but there are also limitations. Risk exists for everyone. An important determinant is the strategic role and status of each brand. The key to foster strengths and circumvent weaknesses lies in the implementation of scientific strategies. If a brand has the ability to act as a protective umbrella in the predetermined market, it should adhere to a single brand strategy. For companies that use brands in product or product range, increasing the number of brands appropriately will be harmless. So before deciding how many brands to use, we need to analyze the brand specific market situation and subdivide the market according to product, customer expectation or customer type. Multi brand operation needs to avoid the corresponding risks. Otherwise, the wonderful idea of "putting eggs in different baskets" can only be wishful thinking. In the increasingly fierce brand competition, enterprises should seriously consider the driving force of consumers when they face products, and how to get the genuine recognition of consumers, because whether it is single brand or multi brand, the ironclad rule is that deciding the survival of the brand is not the brand itself, but the brand audience of tens of thousands of consumers. {page_break}

　　 Distribution of electricity providers to broaden channels

News playback

In May this year, the launch ceremony of the new soft home product conference and online shopping mall in 2012 was successfully held in the company. Sun Rigui, chairman of the group, said that with the continuous expansion of online shopping crowd, the rapid development of home textile e-commerce industry has been stimulated. In recent years, consumers' purchase of home textile channels has also shifted from offline terminals to online e-commerce, especially the mainstream demand of online shopping women, such as fashion women and white-collar workers. The emphasis on family soft decoration has made the home textile e-commerce industry easy to break through billion yuan, and the home textile business market has unlimited business opportunities.

Sun Rigui believes that at present, the role of e-commerce in promoting the home textile industry is beginning to see. However, as far as the current market environment is concerned, home textile websites in China are still in the initial stage. Due to their high demand for e-commerce technology and management capabilities, and the fact that many business owners do not have a clear understanding of e-commerce, it is a long way to go to make breakthroughs in how to make good use of e-commerce platform. To a certain extent, the application of e-commerce in home textile industry has a revolutionary role in traditional home textile enterprises, especially in solving the bottleneck problem of the home textile industry, it is a revolution of new technology. In the future, we will build a one-stop B2C e-commerce product experience platform based on "China's supporting soft home leading brand" with the help of scientific and technological means, and strive to provide consumers with convenient, honest service and enjoyable shopping experience.

Industry perspective

Hu Baogang, chairman of Beijing China Alliance creative management consultant Co., Ltd.

Now, many home textile brands have set up their own B2C e-commerce business, and some companies have launched their own network brands or set up Independent E-commerce departments to build network channels. However, more home textile enterprises are merely using network channels as a supplement to shopping malls and stores. There are mainly two kinds of operation modes for home textile companies that have already launched e-commerce. One is to separate from the physical brand, to create a brand new pure e-commerce brand; the two is to take concurrent marketing with entity brand and carry out network channel marketing. The proportion of the latter is larger than that of the former. This is because compared with the former, the mode of parallel with the entity brand has less investment in promoting the brand of its own network. With the reputation of the entity brand and the existing customer relationship, it has an advantage in the early stage of establishing the network channel.

For home textile enterprises, the development of e-commerce is an inevitable choice under the great development of channels. Developing network sales is not to add addition to traditional channels, but to do multiplication. The network is not a sales channel opposite to the traditional channel, but is compatible with various channels and supports each other. The interactivity, immediacy and diversity of the network make it the lowest cost and the most efficient channel to contact with customers.

　 The road to integration is getting wider and wider.

News playback

In April this year, the National Federation of industry and Commerce Spin The Forum on "strengthening cross boundary integration and promoting the overall soft load trend of home furnishing" jointly organized by the clothing industry chamber of Commerce and Guangdong home textile industry association was held in Shenzhen. At the meeting, Huang Jinquan, President of the Guangdong Home Textile Association, said that the social trend of China's large home furnishing is becoming more and more popular. Integrating household has become the common voice of the industry. However, the cross border integration of the whole soft package can not be simply spoken, but should also be implemented in real earnest. It is necessary to unite some enterprises, including design decoration companies, to establish an alliance. First, we should start from in-depth exchanges and exchange of needed goods, and then develop into communication and cooperation between the whole industry, form certain social influence, create a new way for the development of the soft clothing industry, and open up a new way for the channel development of home enterprises, and guide people's new way of life consumption. The forum has undoubtedly pushed the trend of the whole soft bound cross-border alliance to the cusp, and the home textile enterprises in the center of the storm vortex are more concerned about what they can get in the wind of cross-border integration.

Nowadays, the home textile industry has gone through the era of single fight, and has entered an era of deep cooperation and continuous search for the best partners. With the rising prices of raw materials and the rapid development of the times, enterprises have realized that it is easier for them to survive together. When a fierce wind is blowing, the single handedly will be blown away easily, and the enterprises that are fighting hands can still firmly occupy their own territory. Moreover, with the change of people's living habits and consumption patterns, one-stop shopping has become an irreversible trend of development. Home textile enterprises have different industries alliance, which is not only a way to conform to the trend, but also an opportunity to expand sales channels for enterprises. {page_break}

Industry perspective

Xia Guoxiong, deputy general manager of Beijing Fang Shi international curtain fabric Co., Ltd.

More and more consumers are concerned about big homes. The fabric market attracts jewelry merchants to enter, or combines jewelry with cloth products. It can effectively utilize space and increase sales opportunities. In the near future, furniture, wallpaper, lamps and lanterns can not be separated from the overall home sales mode, but household products will not become the main products of professional fabric market sales. After all, we are not home furnishings, accessories are a way of expression of large household integration, but they can not replace professional products and affect the professionalism of the market.

If the home industry wants to transition from loose type to compact type and carry out the great integration of the whole industry resources, it still needs a lot of cooperation foundation. These foundations include: R & D system innovation, terminal store construction, profit mode exploration, and integration of resource capability improvement. These are deep-seated integration, which needs more in-depth trial and discussion between industries. At the same time, if the domestic textile enterprises want to succeed in the cross-border alliance, first of all, they must enhance their market competitiveness, because the purpose of the cross-border alliance is to achieve strong alliance and common development. Only by continuously enhancing their own strength can enterprises achieve the effect of "1+1>2" so that they can go farther and farther and widen on the way to expand the channel.

　 Marketing is on the "fashion express".

News playback

On Valentine's day in February 14th, LOVE, an elaborate annual love blockbuster from Huayi Brothers film and television company, was released in the eyes of many people. As a partner of the film, mercury home textile started to advertise for the brand before the movie was released. First of all, mercury home textile released the news of co operation with the movie LOVE on the official website of the brand. At the same time, it also posted the posters of "LOVE + mercury home textiles". Secondly, the mercury home textile launched the "micro activity" of micro-blog's movie premiere tickets on the official micro-blog, attracting many netizens to forward the post. Finally, the Taobao flagship store of mercury home textile also launched a series of promotional activities such as the purchase of "LOVE" movie tickets, the commemorative edition of the mercury pillow, and the limited edition preferential wedding suite. Such large-scale borrowing of mercury home textiles has aroused widespread concern in the industry.

Li Yujie, chairman of Shanghai mercury holdings group and Shanghai mercury home textiles company, said: "LOVE, I will be responsible for it" is the theme declaration of the movie "LOVE". The purpose of co operating the movie "LOVE" is to convey a concept of "love" together. Love is not only love, but also family and friendship. We want to convey a spirit of "great love" through movies. Moreover, the slogan of "love a bed and love a home" is also a concept of love, which coincides with the movie "LOVE". It can be said that the joint venture of mercury home textile with the movie LOVE is a successful cooperation, and the key to success lies in the consistency of the pursuit of love.

Industry perspective

Liu Tuo Shanghai Consulting Co., Ltd. Brand Consultant

Now the home textile market has gone through the era of single fight. It is the key to win the key to win the competition by comprehensively using the most popular topics, platforms and channels. In the home textile industry, many enterprises, based on the consideration of reality, work hard, expand their scale and increase their production capacity, and put more energy into the vertical extension of the industry. In fact, enterprises can change their marketing ideas, look around, develop horizontally, connect various platforms and channels in tandem, and jump out of the industry to see the industry, so that enterprises can catch up with the focus of the current events. Of course, this "matching" can not be deliberately imitated. It must combine the business philosophy and product characteristics of the enterprises to achieve harmony and unity. Otherwise, it will be "effective in the East" and will not be worth the candle.

In the era of increasingly fragmented media and fragmentation, the traditional marketing mode has encountered unprecedented challenges. The development of technology has brought new media forms that are too busy to see. In the past, marketing is provided by businesses, but with the change of marketing era, the channels of communication in different fields are no longer clear-cut. Consumers will have the freedom to choose and accept the pleasure of effective information. They decide to choose what they want to see and freely upload the content to become the disseminator of the brand. Marketers are also beginning to understand and apply the new marketing mode in this "flat" world.

　　 Home textile gifts are thrived.

News playback

At the beginning of June, Zhejiang Yijia AI furniture home brand was selected as the designated gift for the 2012 Zheshang investment (China) city exhibition. At the same time, in Beijing, Shanghai, Shenzhen and other places of the gift show, home textile enterprises can also be seen everywhere. According to statistics, in recent years, home textile gift sales have risen to about 20%~30% of gift company sales. Such a large market has created unlimited business opportunities for the development of home textile gifts.

As a professional supplier of home textile gifts in China, Shang Xili, director of home textiles operation of Li Zhong, said that the market of home textile gift market is quite different from that of traditional home textile sales. Only from the characteristics of home textile gifts and the positioning of specific consumer groups can we make a home textile gift that is popular with the market, rather than simply sell the home textile products to the gift market. Such as traditional home textiles mainly through wholesale markets, specialty stores, shopping malls, supermarkets, and home textiles gifts do not take traditional channels. {page_break}

Industry perspective

Wu Qifeng, a famous home textile marketing strategy expert

Gifts are a necessities for social interaction and a social bond. In China where gifts are exchanged, gift giving has become an indispensable form of communication between adults and people. The home textiles products as gifts have many advantages. First of all, home textile products are healthier than smoked and alcoholic products. They are more practical than crystal products. Secondly, shopping malls, business meetings, employee benefits are also suitable for sending some home textile products, so that the recipient can be thoughtful and considerate. At the same time, in the terminal promotion activities of enterprises, you can also choose small home textile items such as towels, aprons, etc., and embroidering the logo of the enterprise on the top of the products is also an excellent form of advertising. Thirdly, home textile products belong to the category of home soft decoration, which can be combined with building materials market, home market and furniture market. The home textile products such as Tayohy, HOLA and other home textile products on the market are gradually popular in the market, bringing a refreshing experience to consumers. At the same time, the phenomenon of buying furniture to deliver bedding products on the market has further stimulated the sale of furniture and home textiles.

　 Children's home textiles or will become "potential stocks"

News playback

In June 1st, "children's Day", we found that at present, there are not many brands of children's home textile products specially sold on the market, and consumers do not have much choice. Even the leading enterprises in the industry, Meng Jie and Luo Lai, do not find every infant brand in every shopping mall. Only two brands are selling baby cribs in the high-end channels represented by Xinguang Tiandi and Shuang an shopping malls. The most common brand is Li Ying Fang, whose baby crib is sold along with the crib.

In fact, there is a great market demand for baby textile products. Yang Zhaohua, President of the China Home Textile Association, said that there are 6 million new births in China every year. Because the baby's skin is tender and fragile, there are many kinds of quilts and pillows. Some families are preparing for more than ten kinds of home textiles, including all kinds of sleeping bags, blankets and blankets for various materials, and pillows suitable for infants' head development at different times. These products will cost thousands of yuan, so the annual household textile market should be 2 billion 500 million yuan.

Industry perspective

Li Jianquan, chairman and President of soundness medical group

According to the prediction of relevant departments, from 2012 to 2016, we will usher in the fifth round of baby boom. In the whole cotton era, the subsidiary of soundness medical group plans to achieve sales of maternal and infant products in the past five years to 2 billion yuan.

In recent years, many thousands of enterprises have sprung up in the baby boom, and some enterprises are eager to make quick gains and gains. In the short term, they may see the blowout of sales, but they are often followed up with fatigue and problems. This is because these enterprises only focus on immediate economic interests and ignore the core brand building. The maternal and child industry is a highly concerned industry. The parents of the younger generation after 80 have a higher level of education. They are most concerned about quality safety. brand Word of mouth. In fact, it is not difficult for textile enterprises to enter the baby market. As long as we have a good grasp of the quality, consumers will naturally be willing to pay for the products.