At present, the development of China's towel industry has entered the era of brand success. In the face of increasing domestic demand, towels as a daily consumer goods can be regarded as lucky in the field of home textiles, compared with other textile products such as bedding, fabrics and carpets. For durable consumer goods such as curtains, it can be regarded as a fast-selling product. In the face of huge market potential and opportunities, how should tens of thousands of towel companies grasp?
Three opportunities 1. The output value of the home textile market reached 650 billion, and it is growing at a rapid rate of 30% every year.
2. In Europe and the United States, the annual per capita consumption of towels is more than 250 grams, and China has only 50 grams, which has great development potential.
3. China's economy is developing rapidly, and consumers' disposable income is increasing. The diversification and personalized consumption of home textile products are becoming more and more obvious.
Three questions:
1. The towel industry is generally in the stage of competition with low technology, low added value and low marketing means. Many product quality can not reach the national standard.
2, many consumers' awareness of towels, but also only in the daily cleaning level, is a low-profile product, the market needs education and guidance.
3. The home textile brand relies on the traditional advertising to promote the brand image, the effect is less and less obvious.
In fact, we found that from head to toe, almost eaten, used, drunk, and worn, basically have a strong brand occupation, the head was basically taken away by the six major shampoo brands of P&G, and the daily face of many Product companies, such as L'Oreal, Unilever, Shiseido and other multinational brands were divided, until the foot, Langsha socks, Aokang shoes, Belle women's shoes won, but the towel that everyone uses every day, but still a relatively blank In the Highlands, there have been no strong brands. However, towels are not lacking in companies with strong comprehensive strength, such as Vosges, Yaguang, Xiyingmen and so on. However, large-scale enterprises do not mean that they can obtain stronger market advantages. They reflect on the high-energy, low-value-added order-trade model that China has been implementing in the past. Independent innovation, intensive production, and industrial chain upgrading are all necessary. In particular, the promotion of the towel brand is not only to enhance the added value, but also to open weapons of mass destruction in the domestic and international markets.
According to the overall analysis trend of the towel industry in Shanghai Jinxie Consulting, towels will have great changes and development in the following aspects:
In the existing representative towel companies, there are different degrees of problems in branding and operation, as shown in the following figure, for the comparative analysis of some towel brands:
1. The specialty store will become the main channel of high-end towel products. In addition to the original distribution and wholesale channels, supermarket stores, department stores, the operation mode of opening a specialty store in the first- and second-tier markets with towels as the main line product has become a development trend. The terminal business will also be mixed with underwear and hosiery stores.
2, the demand for towels is increasingly diversified, innovation has become the king of consumers no longer meet the clear needs of different towels, pay more attention to fashion, environmental protection, decoration, health, personalized needs, so the towel industry will set off a product innovation war, The key is not how high the technical content of the products is, but whether they are close to the consumers and meet their special needs and lifestyles. For example, the towel toys developed on the market are selling in Wuhan and other regions, changing the original product form and developing. The new demand for towels is the key. Bathrobe bathrobes, home clothes, beach bags, toys, and casual wear with towels as fabrics will also become new market growth points.
3. Competition will enter a deeper level. Tobacco will enter the deeper terminal competition stage, service competition, and business model competition stage from the past price competition, product competition, advertising competition, brand competition stage, who can maximize the integration of resources, In particular, modern commercial retail resources, and effectively establish long-term and deep communication with target consumer groups, will form strong competitiveness in regional markets and even important strategic markets, effectively prevent follow-ups from following up, and lay the foundation for occupying the national market. .
4. The increase in towel sales will increase the demand and grade of women's towels from the female market, which is much higher than that of men and other consumers, and is the main influencer and purchaser of household consumption. Who is the first to occupy this market and obtain women Consumer groups have peace of mind, who will decide their future market position in China's towel industry. At present, Jie Liya and Vosges have invited big-name stars to endorse, but Jie Liya has not been able to make full use of Xu Jinglei's own intellectual independence. And style, and the high-end female group psychological needs to interact with each other, so that the target consumers formed a special feeling of having a feeling, while Vosges chose Lin Zhiling as a spokesperson, but she really likes and really pays attention to her mostly male consumer groups. For the investment promotion, the “lean†dealers have come, but it is debatable for the target consumer groups, especially women, because Lin Zhiling’s atypical doll sound is not what female consumers really like. Do not believe you ask your female friends around you.
In fact, as a modern urban woman, there are many physiological needs and psychological needs that have not been fully satisfied and catharsis. This is precisely the towel company to innovate and occupy the source of the market, such as the deep development of beauty towels, the cute towel shape will be Will be loved by this group. For many towel companies that have not invested their energy in the domestic market, the stone of the mountain can attack the jade and avoid the old road of others.
5, quality standards, become the trend due to the original national standards for towels formulated by Vosges and Yaguang, some indicators are too high, such as PH value, leading to many key indicators of many towel companies fail to meet the standard, currently, is not what Big problem, but it may have a negative impact on future development and brand promotion. For example, some of Jie Liya’s products have hair loss quality problems, resulting in the loss of many consumer groups. Advertising and channels are doing well, and the effect is not great. . Therefore, while doing marketing, the company has become a necessity, such as Yongliang Towel. In the many towel enterprises in Gaoyang, the company has taken the lead in carrying out an all-round quality control system. There are nearly 30 quality inspection personnel alone, which makes the product quality greatly. Improvement has laid the foundation for the sustainable development of the company.
Gold No. Jintian Jie Li Ya Ya Guang Fu Rixi Yingmen good quality is generally very good very good very good brand grade mid-range high-end low-end medium and high-end medium-to-high-end brand positioning quality positioning is not very clear natural care Beautiful home textile industry positioning, did not make a clear positioning of the towel category technology health? Positioning the fuzzy brand value proposition to the heart of the red heart to create more natural love, you are to love your own beautiful first makeup, no brand appealing husband, I want a gold towel, every day has a new feeling of feeling cotton fields, feel the natural towel To Jie Liya to see the skin to choose towels, good towels, matt made soft and ah, a hundred years of famous, happy world?
Brand spokesperson general actor no Xu Jinglei Lin Miao can be a general model Lin Zhiling no brand awareness high high very low high very low brand enterprise scale professional degree main channel domestic sales advertising volume number of outlets gold number domestic leading home textile diversified specialty store, Supermarket about 80 million 17 million or so more than 500 cotton fields basic OEM towel products for the main store counters about 100 million? Unknown unknown matte world-class towel products for the main store, shopping mall counters 40 million less 300 Vosges world-class home textiles category Diversified, with other industry shopping mall counters, store supermarkets in 2007, more than 234 million more than 1400, more than 1400, more than the world-class towel products, and other industries, supermarkets, unclear, less detailed, Jie Liya, rapid expansion, acquisition of 7 regional Towel companies produce on-site sales of towel products mainly, socks and decorations, real estate industry is very high in 2006, 300 million, 600 million, 60 million, 90,000, 90,000,000,000 from the above analysis form, can be clear It can be seen that each company with certain strength has begun to pay attention to the development of the domestic market, although most of the above towel companies have achieved In the face of the huge consumption of towels, consumers are relatively concerned about the products, what do our towel companies do in the marketing process?
A basic premise is that consumers currently lack clear standards for assessing the quality of towels, and with the national standards set by Vosges, Matt, and Julia, certain indicators exceed EU standards, which creates a strange Phenomenon, consumers completely rely on the choice of towels, the color of the hand is almost the same, the final is the price, and the professional standards are too strict, leading to the concentration of some of the towels produced in the industrial concentration area like Gaoyang, China's low-end towel, etc. It is difficult to reach the target on the indicator. There was a problem with the quality. Last year, CCTV also reported the carcinogenic towel incident, which caused obstacles to the overall development of the industry.
Now there is a certain strength and scale of towel companies have opened the horn of the brand war, but not to do the brand to do the brand, but more importantly, he is based on the integration of its own resources and the value of the industry chain, combined with the market and consumers The theme of the demand, direction leading and occupation, leading the industry trend, occupying the heads and pockets of consumers, not only to do well-known brands, but also to be a strong brand, so that in the future towel brand war can obtain lasting advantage .
The core point of establishing a brand is to establish a sense of trust and difference, while the Golden No. emphasizes always emphasizing high-quality towels, but does not quantify this standard in advertising appeals, while neglecting the main purchase and consumption groups of towels is young women and families. The housewife, asking her husband to take a towel or as a purchaser, is choosing the wrong object. Women can let her husband have a diamond ring, want a house, and have a towel at home. It will also give the audience an image of a woman who is picking and choosing. Whether the gold number has been used in such advertisements has been researched and feedbackd. Although the brand popularity has gone up, whether the reputation is improved year by year, it is another matter.
Jie Liya towel is indeed stronger than the gold number in this respect, has a clear brand positioning and appeal, Xu Jinglei's higher temperament, indirectly reflects the quality of the product, but "love you are to love yourself" to hear such a request, It seems to be a bit confusing to the consumer. Is this necessarily related to my choice of towels? While the towel market is still in the state of primary competition, Jie Liya has not put forward a clear idea of ​​how to care for consumers through products. It is desirable for emotional people, but it must also make consumers feel it. Although some manuals for the maintenance and use of towels were issued at the terminal, they did not form a match with the overall spread, and each made a lot of waste.
Vosges towel, in the brand promotion, the investment is really big, Lin Zhiling endorsement, put the bedding, fabric, towel one-pot, positioning everyone spinning, consumers are not because you do everything, will you buy your product? The product line is full and the scale is large. Is it the consumer's buying point and demand? Of course, such advertisements are related to the attraction of the investment and the capital market. However, if the products of the three categories are separately appealed, and then the positioning of the textiles is highlighted, it may be better, so that each category has the opportunity to fully display and express itself. So that the audience can feel the value, each category must have a clear impression and association, so that the feeling is not to spread the entire industry. Having your own differences and brand associations may be more understandable and acceptable to the audience.
The matt towel positioning focuses on the mainstream group of women, and develop personalized skin care towels for different skin types, but the brand investment is too small, so that the majority of consumers, especially the women who love beauty, feel this value proposition, evoke deeper Levels of demand must be targeted and widely disseminated, brand = communication, without the consumer's perception, even the best products are difficult to be recognized and accepted by consumers.
Through some magazines, Cottonfield introduces the naturalness of its products and embodies the value of its products through sales in high-end shopping malls. However, it has not established a strong brand position, with sales of 100 million yuan and inventory of 100 million, which indicates that in product development, There are relatively big problems in brand appeal, warehousing logistics and sales.
As Xiyingmen, a leading company in towel, there is no clear planning for the positioning and dissemination of the brand, or it has not been shown to the market. Although many functional towels that are good for health have been developed, they are not in the consumer group. The impression of occupying a healthy towel with scientific and technological content can easily fall into the level of product competition. If it is not strengthened, it can easily be replaced by other brand towels and lose market opportunities for becoming a strong brand.
From the perspective of many enterprises with certain advantages in towel, such as sea lion, double lamp, Yuntao, magpie, carnation, Anjida, Sanli, etc., it must be clear with their own technology, equipment, product types and resources. Positioning and seeking greater breakthroughs in the market segment, while promoting the promotion of special fibers and functional fibers, Zhulanduo, Olinya, Guiliren, Huamei and other enterprises have seized the brand that has not yet had a strong towel. At the same time, with the function to lead the demand, the traditional towel is updated to establish its own industry status and brand value.
In short, if you want to stand out from more than 10,000 towel companies, if you want to achieve more sustainable development, but not limited to the wholesale market, if you are suffering from price wars every day, go to the brand. The road to change is a must, the road is at the foot, for the towel companies that have not started brand marketing, when learning from the past towel brand development path, learn from the Jieliya towel to burn the money to operate the brand. The capital pk growth model, after all, is incomparable to do real estate, so it is necessary to take a brand of Kangzhuang Avenue, even if it starts from the regional market, lays the foundation and operation mode, and then develops to the whole country, perhaps more prospects.
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