Home textile salesperson answered

In recent years, the development of the home textile industry has increased by 30%, and the overall development trend is good. However, in some areas, there has been a trend of brand integration, industry integration, and terminal integration, such as Red Fuji. Home Textiles has acquired many upstream printing and dyeing factories, and even acquired Minguang Home Textiles, a long-established home textile company in Shanghai. This trend has caused many small and medium-sized home textile companies and dealers to feel the crisis.

On the other hand, in many regional markets, many home textile dealers at the county and city levels faced price wars, advertising wars, and promotion wars from their peers, and their operations were miserable or even closed down. For example, the well-known home textile brand Luolai I have changed dealers several times in Guangxi, Guangdong and other places, but I just haven't started doing it. Will I be able to do it again if I continue to do it? At the same time, more investors have entered this industry, such as the newly-entered Leianni Home Textiles, which was originally mainly engaged in the steel industry. Many operators in the clothing, home appliances, sports, and catering industries are also optimistic about this industry and have chosen suitable agents. Their own home textile brands have led to increasingly fierce competition in home textiles.

So are there still opportunities for home textile business? Home Textile China believes that the potential for home textile development is still very large. From the perspective of home textile manufacturing enterprises, there are mainly the following opportunities:

1. There are major opportunities in product structure

In fact, As a major branch of textiles, home textiles have huge market opportunities in terms of product fabrics, styles, functions, and product combinations. Bamboo fiber home textile products, for example, have enabled several home textile companies such as Zhulanduo to stand out and achieve rapid development. , and in products such as bedding, they are currently limited to competing colors and styles, but there are structural flaws in product applicability and matching of home environments. It is impossible to focus on the national market with one type of product, and must deal with key regional markets. Developing marketable products will be an inevitable trend. In terms of product portfolio, there are also opportunities for structural breakthroughs, such as suites, accessories, extended product combinations, etc. However, product functional development needs to be improved urgently. In fact On the market, many home textile products, such as pillows, towels, carpets, etc., can gain market favor by adding some active ingredients that are beneficial to human health and combining them with market hot spots. For example, Yaguang Home Textiles first developed aromatherapy skin care products with natural beauty ingredients. Towels and sets cost more than 200 yuan, but they are sold out.

2. There are major opportunities in regional markets

Now regional markets, especially county and city-level markets, have formed a specialized home textile street, such as Yanling West Road, Changzhou City, Jiangsu Province Nearby, more than 30 home textile brand stores are concentrated together, and the competition is fierce. In fact, many county and town-level markets are still relatively blank. With the development of national small town construction, there will be more than 20,000 small towns across the country, which will be a big market. Rumengjie’s terminal channels in the Hunan market Deeply cultivated, it opened specialty stores in small towns, making its position in the Hunan market unshakable and bringing in sales revenue of hundreds of millions of yuan. Another example is a home textile company in Haimen, which has sales of millions in the remote Yan'an area. It shows that for home textile manufacturers, although they seem to have built a national network by setting up locations across the country, they lack their own core bases and model markets. This is not only very fragile and easy to be replaced by competitors, but also lacks a core profitable market that can provide The enterprise brings stable and lasting profits. Therefore, it is very necessary for home textile companies to take advantage of the opportunities of channel sinking to establish their own high-production areas for "sales volume". This development space is still quite large.

3. Marketing management needs to be improved

The operation level of the entire home textile industry is very backward compared with other industries, from overall market planning to product design and development, marketing organization There are major problems in many aspects such as structure, marketing planning, quantitative management, warehousing management, logistics management, etc. Even well-known home textile brands have spent about 10 years gradually integrating their various business subsystems.

For the vast majority of home textile companies, internal management is quite chaotic. They either invite professional managers from other industries to serve as paratroopers to enter the company, or rely on a few relatives and close friends from the original family company to support their marketing organization and sales policies. Orders are changed overnight. For example, a well-known home textile company in Nantong actually cut off the marketing department and decentralized all personnel to regional markets for sales. This only focused on immediate tactical speculation, which not only caused widespread dissatisfaction among dealers, but also set the stage for further development of the company. It has brought great hidden dangers. It is extremely dangerous for an enterprise that has not formulated relevant marketing plans and promotion models for the market and relies entirely on price promotions and the method of pressuring dealers to sell goods. Its terminal churn rate has exceeded that of previous years. It can be seen that management upgrades and marketing model upgrades will inject new vitality into the development of home textile enterprises. Whoever takes the lead in integrating internal resources and marketing management will stand out in the increasingly fierce home textile industry.

4. The investment model needs to be improved

In daily work, Home Textile China often receives calls from businessmen from all over the country who are interested in doing home textile business. On the other hand, there are many home textile companies. Enterprises are trying their best to attract investment every day, but they can't find franchisees. Why does this strange phenomenon happen? The reason is that there are actually two categories of people who join the home textile industry. The first category is outside the industry, and there has never been one. On the other hand, there are those who have been a businessman in home textiles and want to change brands or be agents of several more brands. Their understanding of the industry varies widely, and the investment information and advertisements provided by our companies are almost based on the same mold, and their own advantages and influence on potential customers are not fully expressed. For example, Royal Textile, Many people in the industry think that its products are indeed good, but there is a lack of clear design and arrangements in the investment process. After listening to a company profile, I feel like I dozed off. In this way, no matter how many lay customers I visit, I still feel that it is a good product. There was no reason to cooperate with Tangtang. As a result, many potential customers immediately went to inspect several companies in Nantong after attending Tangtang’s investment fair. This illustrates a very serious problem. Some home textile companies are very strong, but in the There are many big problems in business negotiation, investment promotion communication, and investment promotion management.

In fact, there is a lot of room for innovation in investment promotion methods. Many companies now rely heavily on advertising. Once the advertising stops, the consultation phone number immediately returns to zero, but they have not found effective ways to reduce costs and improve investment efficiency. For example, Home Textile China provides certain services to a certain company from the perspective of corporate culture and humanized management of dealers. Home Textile wrote a case article, but the result was that there was no mention of investment promotion at all, but more than a dozen customers took the initiative to contact us for cooperation. This illustrates a problem. At the level of investment promotion, relying solely on advertising communication is limited. This is what all opponents are doing. The key lies in how to speak into the hearts of dealers and how to use soft articles, news reports, events, etc. Marketing and public relations activities are very effective in establishing a company's high prestige and trust.

5. Marketing communication needs to be deeply rooted in people's hearts

At present, home textile companies are sparing no expense in brand investment and are vying to hire big-name celebrities as image spokespersons. Although this is right, But this is not the key to a company’s victory in the brand war. For example, Vosges invited Lin Chiling to be the spokesperson, but the final slogan was: Vosges, the real home textile, spent tens of millions on advertising, and seemed to have made a reasonable appeal. , which reflects the strength. However, many home textile dealers asked me that they could not understand what Vosges was doing? It feels like advertising for the home textile industry, doing everything, and it feels unprofessional. This illustrates a core problem. In fact, it seems that many companies spend a lot of money on advertising, but dealers cannot understand it and have no feeling. Consumers are even more confused and confused. Another example is Kaisheng Home Textiles. It is positioned as an emotional home textile, but such a positioning cannot be reflected from the terminal image and brand advertising. It seems very beautiful, but it deviates from the original positioning. As a result, there is no association in the minds of consumers, and ultimately it makes Some consumers feel that there is not much difference between Kaisheng and other home textiles, which deviates from Kaisheng's original intention of using emotional marketing to win people's hearts.

In fact, home textile brands generally have such problems. Either there is a problem with brand positioning, or they have differentiated positioning, but they are still limited to traditional forms and have not been highlighted. More companies lack distinctive We can see the characteristics of home textiles from the terminal decoration, product display, promotional materials, and personnel shopping guides. They are all similar. They do not form an effective communication system based on their own advantages and characteristics. Some home textile stores have different store colors. Without unity, it is too early to talk about membership marketing, service marketing, and experience marketing. In this regard, there is indeed a lot of potential to be tapped.

For those who want to enter the home textile industry, Home Textile China has some advice and suggestions:

1. Do home textiles with a normal mind

This industry It is not real estate, which will bring huge profits in the short term. If you want to do a long-term stable and sustained growth business, then choosing the home textile industry is the right choice. Because of the particularity of this industry, most of it is equivalent to durable consumer goods, taking bedding as an example. , and the main consumer groups are mainly married people and movers. Their consumption far exceeds the daily consumption of ordinary bedding. There are factors of face consumption and emotional consumption. In a certain area, such a group of people The base is very large. As long as you choose products that meet local demand characteristics and persist, you can get long-lasting and stable returns. This is different from clothing and shoes. When the season changes, the products enter the slow-selling period and must be discounted. Home textile products Generally, it can be sold all year round, and the value of the product is relatively preserved. There will be no phenomenon of purchasing 100,000 yuan today and shrinking in two months. As long as consumers are gradually changed in their consumption frequency, guidance and education are provided. In the early stage, be careful not to be greedy for big things and seek completeness. It is more effective to choose a home textile brand based on your own resources and local consumption characteristics. It does not necessarily have to be a well-known one.

2. Boldly adopt a cross-industry business approach

The current business model of the home textile industry is relatively primitive. Compared with many industries such as home appliances, cosmetics, and clothing, the operating methods are relatively simple. You can You can combine the operating models adopted by the industries you were engaged in in the past to sell home textile products. For example, a friend of Home Textile China who was previously engaged in the dance hall business held sororities, used the original lighting equipment, held theatrical performances, and through event marketing, Established a large number of contacts to add to the sales of home textiles. Another example is that a friend of Home Textiles China in Wuxi who was previously engaged in the home appliance business published advertisements in many fashion magazines, attracting the attention of many young consumers and establishing himself in the local market. The growth in share is much greater than that of other brands.

3. Multi-brand complex operation

If you want to truly operate home textiles as a long-term business, on the basis of representing the original brands and achieving stable operations, try to represent as many different brands as possible For home textiles of different grades and positions, you can also add some agents for towels, cloths, carpets and other products from the original bedding agents, mainly to achieve the following purposes: seize retail terminal resources in core business districts and key regional markets, and prevent potential Competitors intervene, and at night the brand structure and product structure meet the needs of consumers at different levels. At the same time, using the trust of old customers to carry out associated sales, system sales, and combination sales, more profit margins will be gained.

4. Upgrade your own concepts

Learning ability is competitiveness. The retail business model of home textiles is indeed relatively simple, but you will face many competitors in this industry, so you must start from The characteristics of the home textile industry and the main consumer groups: in-depth study from the perspective of young and middle-aged women, including basic knowledge, technology, varieties, and development trends of home textile products, while also learning some female psychology, color psychology, and parent-child education , makeup and beauty, and communication skills will provide continuous accumulation of preparations for the future home textile battle. The purpose of marketing is to win people's hearts, and making them continue to buy for a long time is the key. Avoid the thought of being rich and contented, because now is not the time to sit back and relax.

5. Service wins

The author believes that for terminal home textile retailers, service is the key to success. If customers feel bad, no matter how unique the product is, no matter how high the discount provided is , customers will not pay the bill. Therefore, for friends who want to engage in home textile sales, it is very important to have a service mentality and deal with various picky and problematic issues of consumers, especially the service attitude and skills of shopping guides, which you need With the long-term and subtle influence and guidance, the Chinese people value the word "love" most. As long as they create a caring mentality when communicating with customers, because consumers not only look at products and choose brands, but also choose you as a person. , the author found during long-term home textile terminal research and visits that most home textile dealers in specialty stores are directly involved in terminal sales. Those dealers with good service attitudes and able to fully communicate and interact with customers have a very high transaction rate. , customer satisfaction is also very high, and a large part of them will become repeat customers.

To sum up, Home Textile China believes that home textile will always be a sunrise industry. The reason why many people feel that home textile has no chance is mainly due to thinking and concepts. There is no sunset industry in the world, only Even in highly competitive developed countries such as Europe and the United States, many home textile companies are still prosperous. What’s more, China’s home textile market has just begun. Many home textile companies have already formulated plans to achieve sales of over one billion and tens of billions by 2018. Goal, this is not groundless, but depends on how you seize such opportunities.

It is relatively good~ But from the business aspect, it still depends on whether you can accept this industry~~~