The traditional marketing channels of home textile products are mainly two modes of specialty stores and shopping malls. Through the practice in recent years, these two modes have their own advantages and disadvantages. The store selection mode has limited customer choice, and the capacity of collecting customers is insufficient, which is a waste of resources, especially with The shortage of retail resources will increase the operating costs of specialty stores. In the mall counter mode, the overall profit level of the home textile industry is low, and it is generally excluded and suppressed by other industries. In this regard, merchants have been exploring new channels - integrated marketing, for consumers, it has convenient value, for home textile brands, can more effectively highlight the brand image, for the terminal channel, you can integrate resources and improve Sales efficiency can be described as a win-win situation.
Integrated marketing means that the original irrelevant elements are mutually infiltrated and integrated, so that consumers have a sense of depth and depth. With the increasing competition in the market, especially in the face of fierce and electricity business challenges, integrated marketing has become a new sales channel, whether it is cross-sectoral or cross-regional, cross-age, have been intensified.
“A few years ago, the terminal model of home textile and furniture integrated marketing appeared in the industry, but at that time, the sales model of the home textile industry itself was not mature. This terminal sales model did not really develop. In the past two years, with the home, The continuous development of the home textile industry, integrated marketing has come back." An industry insider in Nantong Home Textiles said.
At the same time, cooperate with the wedding photo studio, cooperate with the new film, cooperate with cartoon characters, cooperate with ceramic products, cooperate with furniture manufacturers, cooperate with wallpaper companies... The integrated marketing mode of home textile enterprises is constantly being refurbished.
Cross-border early adopters trend
"Integrated marketing can display different types of products of different brands or different styles, as well as products of different brands, so that the product mix is ​​more abundant, so as to realize the three-dimensional combination of different types of products, the colors are diverse and full, and the image is more prominent. This model is a form of extension of the store, which will further enlarge the role of the store to meet the higher shopping needs of consumers, so the merchants have tried water integration marketing." The relevant person in charge of the Nantong Home Textiles Association said.
In October this year, the first China International Furniture Fabrics and Accessories Expo opened in Yuhang, Zhejiang. This is the first cross-border cooperation between China Household Textile Industry Association and China Furniture Association. The exhibition covers an area of ​​50,000 square meters and has more than 350 exhibiting companies, including more than 140 domestic first-line brands. At the meeting, many brands cloth companies launched the most new products this fall, attracted Beijing, Shanghai, Guangdong, Hong Kong and other parts of well-known companies come to visit, negotiate. President of the China Household Textile Industry Association Yang Zhaohua, the Expo to further strengthen exchanges and cooperation between the business fabric and furniture companies to play their respective advantages, open up broader areas of cooperation, promote better and faster development of the two industries.
"Do not blame, do not ridicule, do not envy, the sun shines brightly, run in the wind and rain, do your own dreams, take your own path." This is the testimony of the integration of the Taiping Bird Home Textiles and the cartoon image "Ashi", which also opened A new model for integrated marketing in the home textile industry and the comic industry.
At the China International Home Textiles Exhibition in August this year, wallpaper companies exhibited for the first time. Yang Zhaohua said that the deep cross-border exchanges between home textile enterprises and home furnishings and interior design companies not only strengthen the intersection and connection of related industries, but also realize the sharing, common prosperity and win-win of information resources through integrated marketing channels.
According to industry experts, the products and business models of domestic textile enterprises are becoming more and more homogenous. In addition, the raw materials and labor costs of home textile products have risen sharply in recent years, the cost pressure has increased, and the cost of maintaining brands and channels has also increased dramatically. Breaking the deadlock and opening the distance, and at the same time, in order to stabilize and expand the market, some home textile enterprises began to explore the integrated marketing from the beginning, and to the current open large-scale cooperation.
Integrated marketing Mora Lang
Analysis of the current integrated marketing phenomenon on the market, it has been found that integrated marketing also has shortcomings, there are still many problems to be solved, especially in the Lang Lang. At present, most of the home textile enterprises that carry out integrated sales are relatively mature enterprises in the industry. However, in cooperation with unfamiliar industries and partners, enterprises need to conduct in-depth research and formulate detailed development strategies so that the integration advantages can be reflected. Got it all out.
For small and medium-sized enterprises that have problems of small scale and low industrial concentration, their own development is still immature. If they are forced to carry out integrated marketing of Lalang distribution like big enterprises, they may not achieve the same kind of cooperation. It may also disrupt the development of its own development. The staff of the Marketing System Construction Section of the Tongzhou District Commerce Bureau vividly wrote a metaphor: it is like if you were fishing for a fish, because the effect is not good, you have to go out with the shrimp, each can take the needs of both sides. Experience and advantages complement each other, but the problems and contradictions encountered by both sides will also come oncoming. This requires a thoughtful and timely solution at the beginning of the cooperation. "In a certain degree, integrated marketing can also be said to be helpless in the development of the enterprise. It is forced out because the original market expansion is difficult, and it is hopeless to complete the development plan before thinking about integrated marketing, but after all, the impact of integrated marketing on the enterprise is double. However, many companies are still not deeply aware of this, and blind cooperation will cause trouble."
Lin Jingxin, a marketing expert at Sun Yat-sen University, believes that there is no problem with integrated marketing. The problem is that some companies that test water integrated marketing have not settled down, sorting out the planning of the core content of brands and products, and then forming brand expressions and cultures that rise to the spiritual level. Connotation is just a simple addition to the product.
Home textile enterprises will encounter more tests and problems in the process of integrated marketing, including R&D system innovation, terminal store construction, profit model exploration, integration of resource capacity enhancement, and mutual benefit for both parties or three parties. Conduct more in-depth attempts and discussions between industries. If home textile enterprises want to succeed in integrated marketing, they must also enhance their market competitiveness. Only by continuously strengthening their own strength can they achieve the effect of “1+1>2â€, and they can go further and further on the road of expanding channels. The wider you go.
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