Why Children'S Home Textiles Are Struggling

< p > as we all know, children's home textile started late. In just 10 years, children's home textile has accounted for 10% of the domestic textile market, and professional production enterprises have reached more than 100, and the number of enterprises is growing.

However, judging from the current market situation, the survival of children's home textile enterprises is not optimistic.

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< p > < strong > industry brand "consumer confusion" < /strong > /p >

< p > from "Luo Lai children" to "Meng Jie Bao", from "red Fuji" to "much love", it seems that every home textile major has already set foot in the field of children, and the brand from single to multiple.

Recently, some big international brands have been driven straight into the world, such as Calvin Klein, CAKE, WALK, PARROT, MINI, MAN and so on. They are already at the bottom of the city.

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< p > however, in these various brands, there are actually many can not be identified for the outside world, only a brand can not be regarded as the real "brand".

Of course, there are also some brands that can be identified for the industry, and even have certain popularity in the industry. For example, "VLA", "I love", "I love my family", "pure years", "X.M.B" and so on, but because they have not penetrated into the minds of the mass consumers, they are not known to the public, at best, they can only be regarded as "industry brands", but not "consumer brands".

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< p > it goes without saying that the most convenient way to rise from "industry brand" to "consumer brand" is to get the mass media to advertise.

However, the high advertising cost of the mass media is unbearable for children's home textile enterprises whose scale strength is generally small.

While many other low cost ways of communication, such as news public relations and activity communication, have implicit communication effects, but for emerging brands of growth, they can not be used as a routine means of pmission.

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< p > How can we find a low cost, low risk and immediate way to the mind of consumers? < /p >

< p > < strong > marriage culture breaking the terminal problem < /strong > < /p >

< p > < a href= > //www.sjfzxm.com/news/index_c.asp > brand operation > /a > the key is to seize the mental resources of consumers.

If we can make use of the characteristics of children's perceptual consumption, add some emotional elements to children's home textile brands, and directly insert children's brands into children's minds, then we can "ride the dust" and upgrade from "industry brand" to "consumer brand".

The upsurge of children's home textiles and cultural brand marriage is surging up under such a "collective unconsciousness" background.

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< p > at present, there are mainly two modes of children's home textile marriage cultural brand: one is child star endorsement, the other two is animated cartoon combination.

The representative enterprises of the former are Foshan Jintian Tuo (child star Alfa endorsement), Shengji ("home children") "Snow" endorsement, di Paradise ("home with children" in the "light rain" endorsement) and "colorful life" in Shenzhen ("family with children" in the "Liu Xing" endorsement).

The representative enterprises of the latter are Dongguan Hengda and Guangzhou Li Meng group. Among them, Hengda has bought out the management rights of the two animation brands in the home textile home furnishing area: "Bobbi dolls" and "happy sheep". Li Meng has been a hurricane all along, and has won the authorization of famous animation brands such as "Disney", "Hong Meng cartoon", "Time Warner", "HASBRO", "Duo A dream" and "Kitty cat" in the home derivatives field.

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< p > both movie stars and anime are typical cultural brands.

A prominent feature of cultural brands is the affinity with consumers, the ability to resonate with consumers, and then "moisten things silently" to import the commodity information and brand image attached to them into the minds of consumers.

This kind of marketing technique is especially effective for the sensuous children.

As child stars and animation have become a part of children's life, entertainment and even learning, children's home textile brands are becoming the choice of children's home textile enterprises.

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< p > the marriage of children's home textiles < a href= "//www.sjfzxm.com/news/index_c.asp" > cultural brand < /a > has indeed made many related enterprises taste the sweetness.

However, we should not use the relatively limited facts to arbitrarily prove a relatively infinite truth.

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The initial success of some cases above < p > can not be a good reason for the success of "children's home textile and marriage creative industry".

As a matter of fact, at present, many domestic brands of marriage animation are making money on the surface, but because of the high operating costs, the whole enterprise is still in a tight financial position.

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< p > because children's nature is changeable and there is no long-term loyalty to anime and child stars, if children's home textile enterprises only regard child stars and anime as the surface selling or promotion methods in brand marketing, or even a gimmick, they may be effective from the perspective of short-term business performance, but in the long run, enterprises may get caught up in changing the status of cultural brands, and then pay high fees for cultural marketing, enterprise adaptive management and so on.

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< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > > Home Textile Enterprise > /a > effective strategies are: to make effective strategic reference for the deep implantation of cultural brand, and to lay a deep consumer cognition and market cognitive foundation for the home textile brand, and not to attach too much to any culture brand, so as to create the basic conditions for their independent development.

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< p > < strong > the pition from brand to creativity: < /strong > /p >

< p > cultural brand is always the external force of children's home textile brand creativity. How to pform this exogenous force into an endogenous force into a part of its own body? In other words, how to pform traditional home textile manufacturing enterprises into modern creative enterprises to respond to the market faster and provide consumers with richer and more suitable consumption choices and consumption values is a deeper problem for children's home textile enterprises.

To overcome this problem, the following work is essential for children's home textile enterprises.

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< p > first, we must have a deep understanding of the nature of creativity.

The essence of creativity is to create demand.

Microsoft, apple and Samsung are usually seen as high-tech companies, but their success is due to the creation of demand.

Therefore, children's home textile enterprises should be pformed into creative enterprises, and we must firmly grasp the essential attributes of creativity, discern the market demand with keen insight, and even create demand.

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< p > secondly, since the creation of demand is often a matter of individuals, the existing talent resources are often the fetters of innovation. Only by constantly introducing creative market, design and cultural talents can we keep pace with the pace of market changes, and on the basis of this, we can constantly guide and create market demand.

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< p > finally, organization liberation and reorganization.

Creative talents only need to consume the means of living without consuming too much production data, and they need suitable soil.

Traditional organization often means restraint and suffocation for creativity, and the liberation of organization is the source of releasing individual creativity.

Therefore, children's home textile enterprises should take creativity as the leading role, and gradually affect the adaptive adjustment and innovation of marketing departments, design departments, production departments, management departments and other organizations, and constantly promote the development of organizations towards flat and matrix.

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