What is the development direction of home textile industry in the next five years?

The future competitiveness of home textile industry is "innovation, brand, culture, responsibility and team"

For small home textile enterprises, it is necessary to find their own way of survival and the characteristics of their own factories.

The construction of power and sales channels is particularly important.

In fact, when consumers buy home textiles, they show two characteristics:

1. Pay more attention to product appearance than brands.

2. The terminal atmosphere is very important.

Brother, you should gradually establish your own sales channels, such as entering supermarkets or supermarkets. Supermarket charges are not that high. Shenzhen's "New Best", the entrance fee for each store is 3,000 yuan, deducting 10 points, and the promotion and other expenses are not much. You can go to your local supermarket. After investigation, 75% of consumers still stay in the supermarket to buy home textiles, and the products are mainly mid-range. You can negotiate with the purchasing department and try the advanced area.

In the next few years to around 20 10, the brands of home textiles will gradually take shape, such as Fuanna, Mercury, Yalan, Dinosaur and so on. That is the real "Red Sea Age".

Finally, I'll send you the Marketing Way of Small and Medium-sized Home Textile Enterprises, hoping it will be useful to you.

At present, a considerable number of small and medium-sized enterprises in China, due to limited strength, lagging human resources, low management level and unsatisfactory marketing performance. It can be said that, to some extent, marketing has become the bottleneck of the development of small and medium-sized enterprises. The author has done marketing services for many small and medium-sized enterprises and accumulated some marketing experience for them. Now sort it out for your reference.

Small and medium-sized enterprises are small in scale and flexible, so they don't have to stick to form as big enterprises do in management. They just need to grasp the main points and give full play to their advantages. The same is true of marketing. It is easy to achieve results by grasping several key points and guiding the outline. Therefore, the marketing solution of small and medium-sized enterprises is to manage the marketing points well and grasp the points to promote the development of the whole marketing work.

There are five points in the marketing management of SMEs: 1. Make good products; 2. Build a good team; 3. Make a good strategy; 4. Manage the market well; 5. Establish the marketing awareness of all employees. At the same time, these five points are also five blockbusters, which will work wonders if used well.

The first trick: make a good product.

First, it is marketable.

Produce what the market needs, not sell what it produces Marketing is the process of meeting consumer demand. Starting from consumer demand, that is, market demand, meeting market demand is marketable.

How can it be marketable? Market research is the only way, including the following:

1, consumer demand research. It is to find out consumers' views on existing products, consumers' consumption behaviors, consumers' expectations, design products according to consumers' requirements, and fundamentally solve problems.

2. Research on best-selling brands of similar products. It is a shortcut to study why other people's products sell well and consider transplanting these successful factors into their own product design.

3. Investigation of non-best-selling brands in similar products. The purpose is to study the reasons why other people's products are unsalable, and to avoid these problems when designing their own products and avoid repeating the same mistakes.

4. Market distribution and market capacity survey. Study whether the product to be developed has a good prospect and is suitable for its own operation. For some products that are not suitable for their own operation or the market is not optimistic, we should avoid them from the beginning and solve the problem in the shadow state.

5, product life cycle research. The purpose is to judge what kind of life cycle the developed product is in and adopt different strategies for different life cycles.

The concept of marketable products should always exist in the minds of operators. Only with marketable products can follow-up work be carried out.

Second, quality.

Without product quality as the basis, marketing work is very passive. In addition to strict requirements on quality, product quality should also be considered in combination with the actual needs and cost of consumers, and at the same time, we should pay more attention to the quality of competitors. Only when the product quality is superior to that of competitors can we win in the competition. In addition, it should be borne in mind that the quality of products must be consistent, and the decline of quality is an important reason for enterprises to turn from prosperity to decline.

Product quality is the basic condition for products to sell well. We reiterate that the quality of products must be superior to that of competitors, and the quality of products must be consistent.

Third, the price

The product price is the killer of the best-selling products. Because consumers have a lot of choices, and the similarity of products is widespread and the purchasing power is limited at present, the price of products is the most commonly used and useful among all marketing methods, so how to make clever use of prices should be considered when formulating marketing strategies.

The essence of price problem is cost problem. Only when the cost has an advantage can the price have an advantage. Therefore, in order to create price advantage, we must pay close attention to cost work: first, management, establish cost awareness and cost analysis management system; Second, technology, relying on technological progress to reduce costs; The third is to achieve cost management by establishing and expanding the scale of production.

Fourth, packaging.

On the one hand, today's consumer behavior is more and more personalized, and more and more attention is paid to the aesthetic efficiency of packaging. At the same quality and price, people's shopping choices may turn to packaging. On the other hand, the packaging strategy can be used in conjunction with the price strategy, and the price can be changed by changing the packaging, so as to strengthen or dilute the consumer's feelings. Packaging design often changes, which also gives consumers a sense of novelty and satisfies consumers' psychology of liking the new and hating the old. Giving packaging new functions is also a good strategy. If some functions are added without increasing the cost, it will have a good promotion effect.

Another point that belongs to the same category as packaging strategy is to attach importance to product design: first, the design of diversified varieties, specifications and models of products; The second is the design of products and crafts. Many management masters predict that 2 1 century will be the century of process design. It is with the help of product design that many foreign manufacturers can still launch many new products on the market without a big breakthrough in product essence.

The core of marketing is buying and selling, and the core of buying and selling is products. Among all marketing strategies, the most important and effective strategy is product strategy. Good products can receive the effect of "conquering the enemy without fighting".

The second measure: build a marketing team that can fight well.

To build a professional team capable of fighting well, there are four basic elements: core, quality, management and communication, which are indispensable.

First, an excellent marketing team should have a core.

Whether the combat effectiveness of the marketing team can be exerted depends on the team's spiritual cohesion, which requires the team to have a core. This core is an idea, or a leader. Leaders with the same beliefs and trust can bring a sense of stability and self-confidence, thus forming cohesion and giving full play to the strength of the team. Otherwise, the people in the team are not harmonious, and it is impossible to establish coordinated action steps and give full play to the team strength, so the sales work will be very passive.

Second, excellent teams come from excellent sales staff.

The sales effect of trained professional salespeople is different from that of salespeople without any sales skills. We must realize that excellent business teams come from excellent salespeople, and excellent salespeople come from careful recruitment and selection, serious skill training and strict practical exercise. Recruitment is the first step. We should select those young people who are diligent, flexible, self-motivated, well-behaved and have a social foundation. Second, there must be serious skills training, including basic knowledge such as enterprise concept, industry knowledge and marketing skills, so that an outsider can become a professional salesperson through skills training; Thirdly, through strict practical training, we should turn a recruit into a veteran and become the backbone of the sales team.

Third, strict and scientific management is the guarantee of excellent business team.

Most enterprises realize the importance of management in business team building, but in actual work, management is often not in place, the system is not comprehensive, and the assessment is not strict, which leads to loose business teams. The management of the sales team mainly includes the following aspects:

1. Establish a marketing organization structure, clarify the subordinate relationship and respective functions of various departments in the organization, strengthen the sense of responsibility, and ensure the smooth implementation of government decrees;

2. Establish an administrative management system to standardize everyone's behavior;

3. Establish a business management system to standardize business processes and everyone's business behavior;

4. Establish an action management system, standardize everyone's actions in the market with systems and various forms, and ensure effective working hours;

5. Establish performance appraisal and salary policies to motivate business personnel and ensure the realization of sales targets.

Through these five parts, a set of standardized marketing management system can be established, so as to realize the rigor and scientificity of business team management.

Fourth, establish a regular meeting communication system.

Regular sales meetings are very important in sales management. Regular sales meetings can be used to convey information to superiors and report information to subordinates, discuss market issues together, praise the advanced and spur the backward, thus giving business people a sense of belonging and honor, which is also a good opportunity to embody team spirit.

The regular sales meeting is mainly presided over by the leaders of the marketing department, who inform and comment on the business work, arrange and decompose the sales plan for next month, and the business personnel report the market work, discuss difficult problems and conduct targeted training. Through these contents, the regular meeting will become an opportunity to recharge and improve. Regular meetings should be a two-way communication mode in form. Time, it is best to once a month, or once a week, and the special period should be decided according to the actual situation. The participants in the regular meeting can be all employees or all business personnel, as well as business executives and relevant personnel of other departments.

The third measure: make a good market strategy.

The market strategy mainly includes the following parts:

I. Marketing Plan

Marketing plan is the most basic policy document to guide the whole marketing work and a very effective marketing tool. All marketing work is based on this, which is the highlight of marketing work. Marketing plan is usually divided into six parts.

1. Marketing environment analysis, including macro-environmental analysis of economic situation, history and humanities, laws and regulations, industry trends, etc. Microenvironment analysis, such as competitor analysis, supplier analysis, market capacity, market structure, product life cycle, dealer analysis, etc.

2. Consumer behavior analysis, understand the needs of consumers in detail, so as to formulate corresponding strategies. The content includes consumer group analysis, consumer psychology analysis, consumer behavior analysis, consumer place distribution and so on.

3.SWOT analysis, to understand the position, opportunities, existing problems, advantages and disadvantages compared with competitive products, etc. The more detailed, the more practical.

4. Marketing objectives, through market segmentation and market positioning, lock the market and people to be occupied and concentrate resources. Make sales plans by month, by market, by department, by personnel, by variety, etc. , and clear sales, return amount, profit, market share, brand awareness and other marketing objectives.

5. Marketing combination, through the combination of product strategy, price strategy, channel strategy and advertising strategy, to ensure the realization of marketing objectives.

6. Progress budget, involving progress, responsible person, expenses, etc. Everything, and control the schedule and cost.

Second, the market layout

The market we are facing is interactive, some are in a key position and some are in a secondary position. If we open some key markets, we will occupy a large market. Therefore, we must carefully study the market, divide several regions according to market characteristics, select key markets in each region, and then determine the development order and focus of these regional markets to form an overall market layout plan.

There are many factors to consider in market layout. First, the importance of the market, whether it is strategic position or commanding height; Second, the strength of competitors depends on the number of opponents, the strength of combat effectiveness, and whether it is easy to capture; Third, the transportation distance is too far, the transportation cost is high, and the market management is difficult; Fourth, the market capacity, which determines the oil and water of the market; Fifth, the mutual reaction between markets, playing A will drive B, and opening C will form a piece, thus improving the speed of occupying the market; Sixth, consider the staffing, the number of supervisors and salesmen, and which can form a good configuration; Seventh, consider the future market management to prevent the market from channeling goods; Then leave room for future market development. When making the market layout plan, we must have a forward-looking vision to avoid wasting limited market resources.

Third, marketing strategy.

In marketing management, it is also a skill to formulate some strategic things to strengthen some management points. The following strategies are mainly for reference.

1. Select the key points, build hot spots, and take points with areas.

This is an important strategy for market development. According to the market layout, we will choose some key markets, open these key markets and control the whole market. Therefore, we must choose key markets, make breakthroughs in key areas, and fully cooperate in terms of manpower, material resources and funds. Building a hot spot is to choose some easy-to-open markets to become role models and form excellent demonstration effects. If there are key points, hot spots and breakthroughs, the overall market will be formed.

2. Shopping, shopping, shopping again.

Commodity distribution is the most basic work in sales. Only when the commodity distribution is solid can the market foundation be solid. At the same time, a penny will increase sales, and a large number of goods will bring big sales. The depth and breadth of goods distribution should be emphasized, that is, the surface should be spread and the quantity should be spread. As long as we do these two things, we can say that we have occupied the market, so we should emphasize the distribution of goods. This is called deep distribution or route sales abroad, and many domestic manufacturers have been doing this all the time, with good results. Distribution or distribution must make a distribution plan or distribution plan.

3. enthusiasm, enthusiasm, enthusiasm

Sales work is carried out by people, no matter dealers, salesmen or even consumers, there is a positive problem. Dealers actively sell goods, salesmen actively promote goods, and consumers actively purchase goods, so that sales will rise linearly, otherwise the market will be dull. We emphasize enthusiasm, that is, we always pay attention to the enthusiasm of dealers, salesmen and consumers in our daily sales work, try our best to mobilize and maintain their enthusiasm, and formulate different strategies for different groups.

The fourth measure: manage the market.

After planning, developing and starting the sales work, after entering the market stability period, the focus of work will shift to management, so as to maintain the healthy and stable development of the market through management and prevent ups and downs.

I. Sales Plan

Sales plan is the core of the whole sales work, and all work is carried out around the sales plan. The main contents of sales plan include sales target, sales progress, market (customer) target, product category index, market development plan, expense budget, etc. The more detailed and realistic the plan, the more feasible it will be.

The sales plan should have a unified standard format, and the sales management department should issue the target, and the executive department should draw up the monthly sales plan according to the target, and report it to the company for approval before implementation. According to this plan, the sales management department will evaluate and check the implementation at the end of the month.

The management of sales expenses is a long-standing problem. Using the sales plan to make an expense budget, we can manage expenses according to this budget, realize the transparency of expense management and prevent a bottomless pit.

Second, the distribution management

Distribution management is the basic work of sales management, and it is necessary to constantly strengthen the distribution awareness of all business personnel.

Commodity distribution plays an irreplaceable role in the training of business people, because commodity distribution is the most basic and arduous sales work, and it often has to deal with two groups: merchants, retailers and consumers. It is the forefront of sales, with the most problems and the easiest to collect first-hand information. On the one hand, distributing goods can temper the quality of business personnel, on the other hand, it can improve the response ability to deal with all kinds of troubles. After several months of careful distribution training, a novice can become a confident and experienced old salesman.

The ability to distribute goods largely determines the sales strength of a company. The ability to deliver goods depends on the number of tools and personnel and the level of communication, but the cost of delivering goods is relatively large. You can't fall into the trap of distributing goods just because you emphasize distributing goods. We must strictly control it.

Third, tally management.

After the sales are normal, another basic work-tally work should be carried out. The so-called tally is to sort out the goods at the terminal point of sale, display the product image and promote sales. There are many products in every product in a store, and it is difficult for the owner to take care of every product, so we need to take the initiative. Tally work is as important as cargo distribution, which needs to be carried out frequently and persistently.

The main contents of tally work are: sorting out products and forming a good sales face; Organize publicity materials to maintain a good corporate image; Take stock of inventory and understand the sales situation; Investigate competing products and understand the situation of competitors; Solicit opinions and collect opinions from all sides.

Tally work must have a strong sense of responsibility, fill in the relevant forms carefully, strictly manage, and persist for a long time will form a strong sales force.

Fourth, customer management.

All our sales are realized by customers, so customer management is an important part of sales management. Customer management mainly includes plan management, customer data management, enthusiasm management and market smuggling management.

Plan management is to make a monthly sales plan for each dealer, which is divided into monthly target, variety target, distribution plan, promotion activities, rebate, time schedule, expense budget, etc. Through planning management, the customer's sales work is under the control of the company. The company formulates a unified form (which can be jointly formulated by the salesman and the customer and submitted to the company for approval and implementation), and will be assessed at the end of the month.

Customer data management is the unified filing management of customer's basic data, contracts, sales plans and sales records. Customer information is the basic information of customer management, and the more detailed it is, the easier it is to manage.

Positive management is to improve the enthusiasm of dealers by formulating various strategies. The enthusiasm of customers directly affects the progress of sales work, which is also one of our basic marketing strategies.

The management of market smuggling is to prevent dealers from selling across regions and disrupting the market. One is to improve the policy of distribution rights, the other is to control market prices, and the third is to monitor the trend of commodities. To prevent the smuggling of goods in the market as the focus of customer management. Once the goods are smuggled, they should be dealt with immediately and strictly, and they should not be tolerated and beware of spillover.

The fifth key: establish the marketing consciousness of all employees.

In marketing work, it is easy to learn technical things such as making products, building teams, planning and management, but if the ideological problems are not solved, we can only say that we have learned some superficial things, which can only be used for a while, not for a lifetime. To some extent, marketing concept is the most basic thing of marketing.

The first key to strengthening marketing concept is to establish market-oriented consciousness, which will greatly promote sales work. Because as long as you have a sense of market orientation, you will consider all work from the perspective of the market and will not build a car behind closed doors. When your mind is filled with the needs of consumers, the opinions of dealers and the performance of competitors, even if you have never done marketing, there will be no big problems in marketing. On the contrary, there is a set of theories that do not proceed from reality but only talk about success.

Another key is to establish the marketing awareness of all employees. Successful marketing depends on the cooperation of all departments of the enterprise. On the one hand, it solves various problems and requirements reflected by the market in time, on the other hand, it embodies the wisdom and efforts of every employee. Only when all employees have this awareness can the marketing work be truly guaranteed, otherwise, the possibility of marketing success is slim.

It can be said that the consciousness of all-staff marketing is the most valuable of all marketing weapons, and it can quickly form combat effectiveness. The reason why the economic development in southern China is faster than that in the north is also because of this awareness, not just the policy.

I sincerely hope that you can make the enterprise bigger and stronger.

Is there anything we can communicate?

Q: 8 12696707 Wu Kewei