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Multi Brand Operation Is The Core Competition Mode Of The Home Textile Industry In The Future.

2011/12/22 13:36:00 10

Home Textile Industry Marketing Brand Market

With the domestic

Home textile industry

With the competition becoming more and more intense, department stores are also faced with the problem of how to get rid of traditional competition, realize marketing pformation and model innovation. In recent years, in order to meet the needs of segmentation and diversification of home textile market,

brand

Merchants began to shift their focus to department stores through multiple brands.

Home Furnishing

The mode rob the terminal resources and strive to reconstruct the competition pattern.

As a well-known brand in the home textile industry, violet home textiles has been working with the famous international home textile brand Italy G.P since 2007, and has become the sole partner of the brand in Greater China.

After years of market operation, Italy G.P has become the top fashion home textile brand in China.

After 80, they belong to the new generation of consumer groups. They have unique consumption concepts and aesthetic concepts. However, home textiles

market

Home textile products designed specifically for post-80s consumer groups are few and far between.

According to the special needs of this market segment, since 2008, violet home textiles has built up a young fashion brand, "love her @ good products", which has occupied more market share by segmenting the market, and has been popular among young people through the modern network sales channel mode. Now it has become a famous brand with distinctive style, clear positioning and innovative marketing mode.

Multi brand management requires excellent marketing decision-making and management capabilities, so as to effectively handle the sequence of brand development, straighten out the relationship between sales channels and consumer cognition.

Through the experience of multi brand operation in the past few years, the author thinks that in the process of multi brand operation, we should pay attention to two problems: first, multi brand management can not be based on opportunistic mentality.

For the small and medium-sized enterprises that have just started their domestic marketing, the existence and spread of this mentality will make the enterprise mindset tend to be impetuous and bring great negative effects on the steady and rapid development of the enterprises. Second, many brands still have a misunderstanding of many home textile enterprises. Many brands should be able to operate after the enterprises have reached a certain scale and influence, and have sufficient channel management or operation ability and brand building ability.

However, in order to open up new customers and expand the domestic market, it is not advisable to blindly operate multiple brands. It will inevitably distract resources and affect the development of the main brand.