Small And Medium-Sized Home Textile Enterprises Display Jinshan To Deal With Pition Period

According to the latest statistics of the national development and Reform Commission, from January to May 2012,

The total number of fixed assets reached more than 5 million yuan, and investment was 260 billion 958 million yuan, up 18.53% from the same period last year. The growth rate dropped by 17.69 percentage points compared with the same period last year, and 5759 newly started projects decreased by 2.87% compared with the same period last year.

In the first 4 months of this year (January to April), the total profits of textile enterprises above Designated Size amounted to 72 billion 122 million yuan, down 2.31% from the same period last year.

In the past few years, the performance of China's domestic textile industry has maintained a relatively high growth rate, but in recent years, especially in 2012, the performance of listed companies has suffered "thunderstorm days", the overall growth rate has declined, and even some enterprises have also seen a negative growth phenomenon.

With the large-scale expansion of home textile brand stores such as Roley home textiles, fuanna and Meng Jie, monopoly mode has become the mainstream mode of the home textile industry for a time.

It has obviously accelerated the pace of investment in brand stores. However, most of these small and medium-sized home textile brands come from small and medium sized dealers who have been pformed from other industries. Most of these small and medium distributors do not have much ideal, just to follow up the boom of home textile industry to earn some money.

And most of these small and medium brand home textile brands are crossing the river with their own stones. The marketing system is not perfect, and the quantity and quality of marketing personnel can not keep up with each other, which forms a pair of irreconcilable contradictions.

To this end, with the help of the three party professional bodies and experts of the brain, to boost the confidence of dealers and increase sales of exclusive stores, it has become a shortcut for many small and medium-sized home textile brands.

In order to help these small and medium-sized home textile brands develop steadily and strengthen the original dealers, and continue to embark on the track of healthy development, the author combined with the actual combat and successful experience of many industries in the past more than 10 years, summed up various skills to effectively enhance the sales volume of home textiles, and tried to make fool of them.

First, make the product look more.

Almost all home textile enterprises under the call of "big home textiles" have started a large and whole category management mode. The most obvious advertising language of the group is "good and soft", "the home textile of Fu Tian". It was originally a towing enterprise dominated by towels. It has become an omnipotent champion with everything and omnipotent. If viewed from a marketing point of view, this strategy is absolutely against the basic marketing law, but if viewed from the perspective of capital operation strategy, it will become one of the alternatives.

Similarly, the gold medal with towel as the main business has begun to enter the competition of big home textiles through multi brand cluster. Besides, other enterprises whose core businesses are bed products are not even mentioned. Their products are all abnormally rich, and all kinds of new products are emerging one after another. It seems that the more abundant the products are, the better the product line has been.

　　那么，家纺企业的产品线到底应该如何规划呢?因为至今在家纺行业还找不到一个可以参照的标杆，只能从其他行业找一个来作为案例来说明了，就拿内衣行业后来居上的时尚领袖品牌猫人来说吧，其将产品线进行了非常系统的规划，其中促销导向型的是棉莱卡内衣，定价在100元到150元之间，设定的年销售规模在40万套;人气导向型的是热力绒内衣，定价在200元到300元之间，规模在50万套;销量导向型的是热力卡内衣，定价在398元，规模在50万套;利润导向型的是金钻羊绒，定价在1998元，规模在5万套;品牌导向型的是时尚连体衣，定价在1000多元，规模在5000套，每个品种的定位、定价和规模都是经过科学规划的，预则立，不预则废，故能做到稳赢不坠。

Then, is the more products and series displayed in the home textile monopoly store the more the better? According to the 28 rule, surely not the more the better, from the perspective of enterprise cost control, it should be less and better. However, there is a big problem when the product is small. That is, if the company opens a large flagship store, it will not be able to meet the needs of large shops if there are too few varieties.

There are three ways to solve this problem:

First, the style will not increase, and the matching elements can be added.

From the point of view of probability, the combination of two styles of top coat and lower garment has only four matching results. But if new matching elements such as belts, accessories and handbags are added, the final combination result will be enlarged to more than 12 without increasing the clothing styles. For example, when consumers evaluate the spring clothing of Shanghai Tian en brand, they think that the combination of top coat and lower garment is very common, but because of the addition of a white belt, the whole feeling immediately becomes full of flavor.

Two, cognition is greater than facts, creating a variety of illusions.

For example, the style of ONLY women's clothing is not very much, but it still gives people a lot of feeling, because it has done a lot of work on display, and has adopted a large number of repeat display (global brand network), so that each style has a large display area, so customers can easily see all products, without any omissions, and create a rich illusion for people.

Three, what is not often is the best, and deliberately creates a broken stock.

In some varieties, deliberately limited supply is that some people can not buy, on the one hand, they can buy the sense of superiority, and on the other hand, they can create a desire that can attract their attention to other products, which can not only form word-of-mouth pmission effect, but also improve the sales of the main products; this method is a commonly used method in the daily chemical industry such as Watsons. If you go to Watsons, you will find that some kinds of products on the shelves are gone, shelf space is still retained, there are labels on them, products are out of stock, and requests for understanding, and so on, just like a blank in Chinese traditional painting, in order to create a sense of scarcity, a sense of scarcity, a sense of selling, a sense of selling, a sense of mystery, a sense of expectation.

The four is to increase the proportion of basic funds sold throughout the year, and lock in the best sellers in the four seasons.

When we did Market Research on women's clothing market, we found that a number of best-selling brands had a big winning rule, that is, the four seasons sold well in the basic varieties. For example, the sling wear series and sweater of Jiangnan Buyi brand women's clothing were sold all the year round. The small evening wear series of women's clothing was also popular throughout the year, and there was heating in the north of winter. Besides the mink coat and other cotton padded clothes, they began to pay attention to it, and made underwear stores in winter.

Since it is regular, it is universal. For this reason, we propose that Tian en women's wear should follow the strategy and make a little innovation on the basis of selling the basic products in the four seasons that other brands have successfully tested. It is suggested that the development of small evening wear and underwear products should be strengthened and the sales promotion effect will be improved.

Jinshan is displayed: let the product look a bit messy.

　　很多家纺企业对专卖店的形象开始重视起来，也经过了好像很到位的整体设计，真的如此吗?实际上，这里有个观念需要澄清一下，那就是评判标准的问题，我在与很多老板沟通有关终端形象设计的时候，很多人的要求就是要能够让他们眼前一亮，好像他们看着好看了，就是最好的了，其实，最终的评判标准只有两个，一是差异性，要能够从同行中跳出来，也就是这些老板想要的眼前一亮;另一个最关键的就是是否卖货，这个很多老板都忘记了，这个评判的标准也很简单，就是看终端设计时，是否考虑到了功能分区的问题，是否考虑到了消费者的行走路线的控制，最重要的是，是否设定了赢利关键点，毕竟，除了开个大型旗舰店主要是为了提升品牌形象和位势外，一般开店的首要目的是实现盈利化，而不是好看不盈利。

In fact, its brand is from Shanghai's eight hundred friends. It sets the profit point in this way: in fact, its store store is only used for brand display, the purpose is to enhance the gold content of the brand, and the products in the shop do not make money at all, only to subsidize some costs. For this reason, the products in the store are priced high; its profit point is on the promotion of the floats, and the promotional items on the float are more than half the cheaper ones in the store. These goods are bought from the seven Pu wholesale clothing market. Generally, a $30 get here can easily sell a high price of 90 yuan, and the price here is super value. From the perspective of profitability, the layout of home textile stores should be designed to make profits.

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Then, will the shopping environment affect the brand? Because people who come to the eight hundred companion shopping usually do not go shopping in the seven Pu clothing wholesale market. They have a choice of shopping location and environment, and they want to match their status and status. In their inherent sense, the clothing wholesale market is those that can not afford to buy.

The place where talents go will be like birds of a feather flock together. They will seize the key profit point and accumulate tens of millions of capital in only one year.

Coincidentally, YOUNGOR, which owns two stores in Nanjing Road, Shanghai, although it mainly uses the super flagship store to show its brand strength, but a huge loss of 100 million yuan per year is not a small number for enterprises. It also makes up for some losses on promotional items on floats, otherwise the number of losses is even more alarming.

Why do the products on the float sell well? In addition to the price benefits, there is a rule of broken window theory, because the things on the float are randomly placed there, which means that you can flip freely. If you are neat, people will rarely touch with their hands, but before consumers touch them, they will not make decisions easily.

When we go to the supermarket for ten minutes, we can see that when consumers choose to buy, they must have a look at it, touch it, compare it with the same type around them, and finally give themselves a reason to buy.

If the product is uniform and worshiped like God, it will give consumers an illusion that no one will buy your product, or why not a lot of them. People live in the society and have an inherent conformist mentality. This is also the root of the Matthew effect. The more popular products sell, the more unsalable products are, and no more patronage. Why don't you make a hot sale in the store?

　　在有序规则指导下，看似有些凌乱的店一般是走货最快的，就像淘宝网一样，很多成人认为在那地方逛，购买的时间成本很高，不值得，而这些人根本就不是淘宝网想要的目标客户;就像男人陪女人逛街是受罪，而对于女人来说，却是最好的消遣，同样，淘宝网就是满足了很多小女人逛街的冲动，消费者购买的并不是便宜，而是赚了便宜的感觉;在进行市场调研过程中，我亲耳听到有个女孩说，如果自己逛街淘到一件让人眼前一亮的靓装，而自己的朋友的估价要远高于实际购买价格的时候，会开心得不得了，会有一种成就感，小女人就是小女人，用大男人的标准来评判她们的行为是幼稚可笑的，这就像你自己脑子里哼唱着小曲，用手指在木头桌子上弹奏，你以为别人听到的也是美妙的音乐，却不知道别人正在忍受着噪音;就像很多人戴着耳机听美妙的流行歌曲，到

The climax of a song can not help itself humming. He will think that others should hear the same beautiful voice as he hears, but he does not know that others are suffering.

If it is a high-end brand, then there is another saying. In order to create a sense of respectful distance, the display must be regular, so that you dare not do it easily, in order to create such a sense of authority, and if you rely on the quantity of winning the big road goods, if you keep people at a distance, you will not be able to get away with your wallet.

Many products have to sell at a high price, so they need to create an atmosphere that makes people feel that they are more valuable.

In the convenience store, we saw that the Haagen Dazs cup of ice cream was not placed in the same large freezer with Nestle and so on. Instead, it used a dedicated independent luxury fridge to make people feel different from the appearance. It felt that it was more noble. But Starbucks had some questions, placing its own bottled coffee and other brands of coffee drinks on the same shelf. Although the price was very high, it was nearly six times higher than the average drink, but because of the same treatment with the low-end brand, it also made its high-end image greatly reduced.

When people buy a CITIZEN watch, the shopper wears a white glove and takes it out carefully, making you feel that he is holding a gold treasure on his hand, and the guide of other watches will take out one on the table and let you feel that the watch can be littering everywhere. The sense of ritual is also a value.

Therefore, for high-end home textile brands, we must avoid the mechanical method of winning in chaos. We must use beautiful cabinets and lights to brighten the products and create a sense of nobility and mystery, so that people have desires and impulses.