What Does Brand Latecomers Pursue?

The sixteenth China international home textile exhibition is about to open. Will you join us? Exhibition To see what to go to the exhibition? Some small businesses think that there are many channels now. The form of exhibition is not worth a try, not only a little harvest, but also time-consuming and energy consuming. Besides, exhibiting means competing with big brands on the same stage. Obviously, there is no advantage.

In fact, China international home textile exhibition provides a platform and opportunity for the exchange of brands at home and abroad. Many foreign brands are meeting Chinese brands and understanding the Chinese market through exhibitions. Whether they want to enter the international market or introduce foreign brands, they should take the initiative to attack. No big brand or large enterprise can do everything, so the small and medium-sized enterprises participating in the exhibition can still find a blank spot in the market. And visiting enterprises are able to learn a lot from these leading enterprises.

Fast rule

Small and medium enterprises participate in the exhibition not only to display products, but also to observe the development of front-line brands, so as to think about how to let enterprises out of the predicament when the raw materials are rising.

Many people in the industry predict that the price of raw materials will not drop in the short term, so enterprises still have to do a good job in dealing with them. There are not many ways to deal with it. Many large enterprises and brands that have developed rapidly have revealed to the public their secrets, such as extending the industrial chain, advancing raw material reserve in advance, and building raw material bases abroad. However, these methods do not apply to SMEs. The industrial chain can not be perfected overnight, and the raw material base can not be built in a day, let alone reserve the raw materials at such a high price nowadays. Can small and medium-sized enterprises be at a loss to see themselves on the verge of collapse?

In fact, in another way, maybe. Small and medium-sized enterprises You can make yourself through the difficult times. Many small investors rely on the fast forward and fast out in the stock market. When the market is rising, they can get a lot of profits by fast forward. When the market falls, they lose less because they are quick to come out. Their characteristics are flexible, changeable and fast response to the market. Although it can not earn large sums of money, it can guarantee basic profits for small and medium-sized shareholders. Similarly, the advantages of small and medium-sized enterprises are also quick to respond to the market, flexible enough, without the guarantee of the industrial chain, which means that they are not bound by the industrial chain. Nowadays, many large enterprises are committed to developing their upstream businesses. Although they have perfected their own industrial chains, they have dispersed some of their efforts to develop home textile products. And those large enterprises that are associated with upstream enterprises are sometimes subject to upstream constraints. At this point, if SMEs can play and make use of their own advantages, they can also make considerable progress.

Start with design

So far, China international home textile exhibition has been held for 16 years, and what has been seen at the exhibition, everyone has his own answer. However, it is undeniable that design is the easiest object to be concerned about, and it is also the most easily displayed part of the exhibition itself. This is why every year the major textile brands are exhibiting their latest research and development products, while preventing plagiarism at the exhibition.

The so-called "layman" is lively and professional, while the home textile exhibition as a professional exhibition has a high degree of audience professionalism. They can not only see the soul of the brand from the design, but also see the future appreciation of the brand.

However, design is the most vulnerable part of SMEs. Some enterprises think that design will cost a lot of money and manpower, and the profits of small and medium-sized enterprises will be limited, and their R & D and design will not make ends meet. However, they ignore the most fundamental problem, that is, most of the profits of home textiles now come from design. Why do some 8 sets of brands sell for more than 6000 yuan, while others can only sell 1000 yuan or even hundreds of dollars? In addition to the cost of fabric, design is the biggest difference.

The slogan of innovation has been advocated for many years. It seems that small and medium-sized home textile enterprises have not been seriously implemented. Some entrepreneurs said that they did not want to implement, but that SMEs did not have funds to implement them. Compared with the updated equipment, the cost of design innovation is much lower. Enterprises only need to have a strong creative team and a fixed product style.

In terms of innovation, Shanghai mercury home textiles is a typical example. The company can move from medium-sized enterprises to leading enterprises in home textiles. One of the most important factors is that Mercury attaches importance to innovation and takes it as the driving force of enterprises. Li Yulu, general manager of mercury home textiles, said: "mercury was founded at the beginning of its R & D team, and has been trying to maintain the stability of the R & D team. Every year, mercury is constantly increasing R & D investment, and so far, it has gained more than 100 designs patents. Recently, the cooperation between mercury home textile and light media has organized Star China activities, and stars are invited to design their home textile products.

This year, the mercury home textile company returned to the team after joining the China International Home Textile Exhibition 5 years ago, and won the largest exhibition area. The brand responsible person said that Mercury will use this exhibition to enhance its image.

High end selling point

Nowadays, many brands are trying to develop the mass market and ignore the high-end market. In May of this year, Versace Home (Versace home products) opened its flagship store in China. When the high-end market in the country was carved up by international brands again and again, it was not known how the domestic enterprises felt, and why did they hand in hand?

　　 High-end market For small and medium-sized brands is not unattainable, the key is whether the brand has identified the selling points of high-end products, whether the brand design is unique, and whether it can cater for the taste of high-end market. High end home textiles should be considered as a luxury product in home textile products. The difference between luxury goods and "public goods" is that luxury goods pursue an aesthetic sense that is above the use value, while "mass products" pursue high performance price ratio.

In the clothing industry, there are many cases of small brands making great achievements. Like the British brand Vivienne Westwood, born by punk culture, loved by punk style rock youth. Because of its bold design and obvious brand characteristics, it has become a real luxury. Targeting small groups as audiences is not a bad thing. Home textiles luxury goods should not appear in every household. As long as SMEs find a suitable small incision, they can still have a foothold in the high-end market.

In the interview, the head of Yuhang textile industry cluster said that designers should be sent to study and strengthen the design power of the cluster. This is very important for the brand that will soon enter the high-end market. Looking at the whole luxury industry, which brand designer is not a professional? Even if some designers have an arrogant design talent, they will get some advice in their studies. Products should be anti traditional and innovative, but if a designer does not have the least artistic details, how to identify beauty?