How To Break The Marketing Of Functional Home Textiles

"Now, there are many kinds of functional home textiles in the market, and the effects are different.

"At present, consumers' understanding and understanding of functional home textiles is not enough, coupled with higher prices than ordinary home textiles, many consumers are deterred, seriously affecting the sale of functional home textiles."

Although there are many enterprises that produce functional home textiles, so far, no brand has become the field.

The above words came from some functional home textile brand dealers recently interviewed by reporters.

In fact, consumers are not unfamiliar with functional products. As early as more than ten years ago, it entered the field of clothing and was widely applied.

However, compared with the functional products in the clothing industry, it is slightly embarrassed in the home textile industry: many home textile enterprises are very optimistic about the development of functional products. However, there are few functional beds in shopping malls, stores and other main bed sales channels, patronizing the consumers of functional home textile products, Yemen.

Lack of communication in upstream and downstream industry chain

"Last year, when I contacted a service person who had served two well-known domestic brands and had more than 3 years of experience in home textile shopping, I asked her about the knowledge of functional home textiles. She said she knew only functional bedding products, but she had never seen it before, and did not understand the so-called negative oxygen ion function.

Shopping guide is the last service level of products in the face of the consumer market. If there are few reports on shopping guides, how can functional products be delivered to consumers? In terms of the whole functional bed market, the proportion of functional products is still very small.

Golden sun Textile Technology Co., Ltd. Planning Manager Xu Liguo said.

He said that functional textiles were born out of the functional health care industry, while speculation, exaggeration and even false phenomena often occurred. Consumers had a certain degree of distrust or even rejection of the whole functional health care industry.

When the big functional health care industry is trapped in harsh environment, the field of small health care function textiles is also implicated. Moreover, the whole industry standard and testing basis of functional textiles are lagging behind, which, to a certain extent, promotes the possibility of excessive publicity and reduces the trust level of consumers.

It is gratifying to note that in recent years, the adjustment and self-discipline of the whole functional health care industry is being standardized and perfected step by step, and the testing standards and trade standards of functional textiles are also being intensified.

"Secondly, there are some problems in the field of functional household textiles: lack of communication and deep cooperation from the capsule, fiber, yarn, grey cloth, printing and dyeing, fabrics to finished products, and the upstream and downstream industries in the industrial chain. Producers of every link want to push their own brands, engage in brand authorization, issue the tag to the downstream, and fight against each other in publicity and promotion, which objectively leads to the confusion of consumers, and is very unfavorable for the cultivation of functional home textile products consumption market.

A coordinated and orderly environment is very important for the development of an industry. Only by doing their own specialties well, linking up upstream and downstream, and jointly cultivating functional bed consumer groups can we truly become bigger and stronger industries.

Xu Liguo said.

Broadening channels for chain selling

"At the same time, channel difference is the main reason why functional home textiles development is not as good as functional clothing."

Xu Liguo said, "clothing brand backs all the gold business lots, and with the terminal strategy of clothing industry, many brands have thousands of terminals, and the network is all over the country. It is very easy to popularize functional clothing products; and the home textile brand terminal starts relatively late, there are thousands of shops brand only a few leading enterprises, and most of them are regional brands. Because there is no channel foundation, it is more difficult for functional bed products to sell to the national market.

Therefore, the promotion of functional bedding products also needs a platform that can radiate the whole country and radiate the mainstream domestic brands. "

Home textiles are usually sold in shopping malls, supermarkets, and exclusive stores. Although such coverage is large, it is impossible for consumers to truly understand their functions and make them brand.

Chen Bangwei, a senior engineer of Shanghai Textile Group Co., told reporters: "functional home textile enterprises should pform traditional distribution into a channel system based on chain direct selling, and build the shortest, most smooth and stable distribution channel with terminal consumers, so that consumers can enjoy the direct service of high-quality functional home textile products."

Chain direct selling refers to the direct sale of all consumers, which can avoid the embarrassing situation in the field of product distribution and the market of fake goods, so that consumers can purchase high-quality functional home textiles and enjoy a full range of services.

"Through the chain direct selling, enterprises can pfer all the profits from channel distribution to consumers, and provide consumers with expert level consultative consumption services, so that consumers can learn more about the functional home textile product knowledge and enhance the brand awareness of consumers, and help enterprises develop more potential functional home textile products."

Shanghai University of Engineering Science professor Yuan Rong analysis.

Besides chain direct selling, stores are also suitable for the circulation of functional home textiles.

"Franchised stores can meet the requirements of functional home textile products in terms of specialization of products. Consumers can clearly understand and understand the function of household textiles in the store, and the dealer mode directly linked to the manufacturers can reduce the circulation links and reduce the circulation costs resulting from many channels.

In the exclusive stores, consumers can fully understand the functional home textile products, and sellers can also fully grasp the demand dynamics of consumers, and timely feedback to manufacturers.

Only in this way can the functional home textile industry develop rapidly.

Chen Bangwei said.