Popularize four kinds of home textile market channel terminals

In the past 10 years, the home textile industry has become more and more popular. Some of the more obvious things are: home textile advertising hit the subway, home textile products network promotion also caught up with the Double 11 Singles Festival, Alibaba homepage home textile was independently Channel.

Many people like to start their own business, are tired of salary earners, and start thinking about entrepreneurship. At the moment, many people have left a message saying that they are considering joining the home textile industry. So, what are the ways to enter this industry? To help readers understand more information in this regard, in this article, Xiao Bian will mainly introduce four kinds of home textile market channel terminals.

According to reports, existing home textile sales channels mainly include the following types: shopping mall counters or shop-in-shops, self-operated boutiques or franchised stores, supermarket-linked camps or supermarkets, specialty textile stores, wholesale markets, and home furnishing. Stores, group purchases, online direct sales, television shopping, etc., and the former five kinds of mostly, Xiao Bian mainly organized the first four kinds.

No 1. Shopping mall counters, shopping malls shop

According to the “Home Textile Times” report, surveys show that shopping malls (including shopping mall counters, shopping malls, and shop-in-shops) are still the major sales channels for home textile products in large and medium-sized cities.

Reasons why consumers choose malls are summed up as follows: 1. Where traditional bedding products are purchased, there are hard-to-change shopping habits; 2. Health care is highly regarded, and quality requirements are high; shopping malls are able to meet the requirements of products; 3. Better display space. The attraction of display effect; 4, the use of wedding and moving, durable consumption, significant grades; 5, in line with the gift of consumer demand.

The main reasons for home textile companies to choose shopping malls are as follows: 1. Shopping malls are representatives of core business districts, with stable and huge flow of people; 2. Large-area exhibition space, exquisite decoration, warm and stressful furnishings, can stimulate better Consumers desire to buy; 3, a large number of brands gather, consumers choose more; 4, brand window effect, help improve product quality and brand image.

The survey shows that home textile brands that were selected for shopping mall channels basically formed the mid-to-high level of the textile industry, such as dinosaurs, Mengjie, Fuanna, Veken, Huiyi, Rollei, and so on. These brands are more quickly advertised in recent years. Raise awareness, or quickly expand the brand formed through channels, or foreign brands represented by domestic manufacturers. These brands have formed obvious price segments with products entering other channels through medium-to-high-end prices, and have revealed their brand image with elegant decoration and furnishings.

No.2 proprietary stores, franchise stores

Among the several terminal sales models of home textile products, specialty stores are the fastest growing in recent years, and enterprises have devoted the most to one type. This can be seen from various home textile websites, such as China Home Textiles, China National Textiles, and brand franchise. , brand navigation network, these sites published a large number of home textile brand franchise information, guide the intention to join the franchisee to understand and join the home textile brand.

For consumers, franchised stores can provide a best platform for comprehensively understanding home textile products and gaining manufacturers' point-to-point services. For enterprises, franchised stores are relatively easy to control.

In a market with a good market foundation and a high brand awareness, the product image of the store and the brand awareness are the best way to improve the sales of the terminal. However, for large and medium-sized cities, the opening of the street store must be prudent. This is because:

1. The single store brand is difficult for consumers to compare at the time of purchase. It is difficult to make a decision to purchase the product immediately.

2, store location should be carefully selected, too remote traffic is insufficient. On the bustling commercial street, the rent is expensive and the cost is relatively high. Relatively speaking, it is more suitable for opening a shop in a mall.

3. Brands that are not well-known, although they are able to enhance their image through stores, are also faced with consumer perception difficulties.

In the vast county-level market, independent stores have been widely opened. Insiders pointed out that in some cities like Shanghai, home textile stores are basically direct-operated, and franchise stores are generally located in second and third-tier cities.

No.3 Supermarket (including comprehensive hypermarkets)

In China, the growth rate and sales of supermarkets are in a period of rapid development. The expansion of supermarkets has brought new opportunities for the development of home textiles channels. From the point of view of sales channels for foreign home textile products, supermarkets (large shopping malls) have become the largest channel.

Supermarkets are mainly the main channels for mass consumption. Supermarkets are characterized by economical benefits, simple packaging and best selling mid-range products. The main reason is that the buying groups of low-grade products think that the prices of supermarket products are high, while the buying groups of high-end products think that the products in supermarkets are not enough. Therefore, in the supermarket channel, the products whose prices are in the middle and lower levels are most likely to be sold in products with basically the same quality. The brands sold in supermarkets are very different from those in department stores. Even if the brands are the same, the products for supermarkets are not the same. This accurate positioning is conducive to the development of the enterprise, positioning accuracy can better choose the target market, to attract target consumer groups, and to facilitate the establishment and management of suitable sales channels.

However, at present, supermarket channels do not form mainstream consumer channels. The reasons are: 1. The supermarket itself is in a period of development, and it cannot immediately change people's consumption habits; 2. The supermarket's mid-range positioning, the price is in the middle and lower, but basically ruled out Wedding and moving demand, the overall sales volume is not large, affecting the growth of total sales; 3, mostly single product sales, poor matching, and sales area display area is insufficient, selectivity is not strong.

No.4 professional hypermarket

Some of the professional hypermarkets have transformed from the traditional wholesale market, and some are brand new, well-positioned professional textile stores. The transfer from the traditional wholesale market still retains the function of the wholesale market, but it has begun to focus on the services of ordinary consumers. The newly established professional hypermarkets often appear alongside home soft furnishings such as curtains, fabrics, and homes, forming a home hypermarket. This channel is a relatively new terminal model. Traditional multi-brand stores can also be called small professional stores, such as the bedding shops on Huaihai Road in Shanghai. They have been in business for many years and their business has been good.

The emergence of professional shopping malls has overcome the problems of high barriers to entry in malls, the monopoly of monopolized products, and the lack of furnishings in supermarkets. It has effectively attracted home textile companies and can also satisfy consumers' one-stop purchases. Demand.