Skirts Clothing
The Status Quo And Problems Of Cloth Industry
To determine the attributes and positioning of the industry, sewing industry is a part of home industry – three sub-sectors textiles, furnishings, furniture, triple composite industry, in terms of certain areas, it means that the industry’s development path and future, as the cloth material, just nice for decorative fabrics, in the end what is it? Many people do not understand this issue thoroughly.
Marketing system in mainland China, the cloth market has been in a weak position, and few are concerned, means identical. In the 2008 wave of the outbreak of the international economic recession, the cloth of the foreign sales business has been a heavy blow, many companies began to turn attention to the domestic sales, but by this time, we suddenly one perplexed: How should marketing, fabric, cloth Marketing Where is the way out?
As the fabric product as a broader product line, at least, including curtains, pillowcases, bed linens, cushions, cushion, sofa sets, table cloth, wall covering, cloth toys. Its distribution channels are also more diverse, the future will show even more specialization, scale, character, brand trends, but no country is really strong retail terminal of cloth, so to achieve a great sales pressure is very large, different cloth enterprise should be based on their own resources and positioning, and to find effective channels for a breakthrough. Stop-gap measures alone can not solve the fundamental breakthrough in the development of cloth business, we must proceed from the market and consumer demand to grow their own to find a path.
Concerned about the preferences of mainstream consumer group
As we all know, sewing products are basically a low-attention, products, and products of any one company can not meet the needs of all consumer groups, but for the mainstream consumer base, first move a new house renovation potential consumer base, but the daily purchase of cloth decorated group of consumers at home, as the cloth business stakeholders must be given great attention, in fact from the general point of view, the sale of textile products are mainly targeted at young women, Chinese household consumption by more than 80 percent of women domination and led, for the female consumer psychology and consumer behavior characteristics, there must be a basic understanding of:
1, partner-style consumption
Usually a young woman to go shopping more often than not a person to always want to Zhao Geban with her may be a husband, boyfriend, is also likely to be female friends, colleagues, students and so on. The reason this way, with most women’s “dependency” of personality is closely related to, hoping that someone recognized her and gave her suggestions, some people will praise her, and someone to take care of her, and spend their leisure time, to avoid making irrational consumption decisions. This is for friends who engaged in retail trade, we must be aware of, and make the appropriate measures can provide professional services to accompany the purchase shopping guide. Accompanying persons on the guidance and praise, so that women’s consumption when they make their buying intentions, can not sing a different tune, or even can be used, peer consumption, and also buy two products, the number of concessions to strengthen their purchasing decisions.
Of course, cloth retailers must be aware that if women with a male consumers go shopping, then try to set up a rest area in the store, or for men, casual place, and even of the first floor engaged in a “husband Depositories” . Because, according to statistics found that men accompany women shopping, usually not more than 50 minutes will be tired (due to the complexity involved in evolutionary psychology, interested in the exchange with the author), at a time when women are at a stage surrounded by dazzling commodities , For them, shopping is the best form of entertainment. Behavior between them and therefore must be treated differently.
2, impulsive consumption
Women in the shopping process, tend to be product’s unique style, packaging, display image, attracted by the price discount. Have been to the mall to buy a sweater, the results of upstairs, downstairs, shopping malls there are 10 layers, since the little nine-story ran, and finally to sell the counter purchase cardigan sweater, this time in the hands of the packages have been Eurya a lot of merchandise. This regard, we not uncommon in the daily consumption behavior. But after the female consumer psychology impulse to engage in sales of the friends who are often ignored.
For instance, your girlfriend, or you yourself as a woman, will not encounter such a situation, shopping malls are doing promotions and saw a pair of the latest styles of casual shoes and good, but sold out later, have not yet come home, you’ll regret it , it may feel uncomfortable wear, they may think that this pair of shoes, stockings and clothes there is no suitable distribution. Your next move might be shelved this pair of shoes, they ignored, or the next day, in order to match this pair of shoes to look better, went to store bought pants, skirts, clothing, scarves, stockings, socks, handbags and a series of “accessories.” Perhaps, it down with, perhaps only satisfied, but also has paid a lot of energy and financial resources, this is the so-called silent costs as business is concerned, should look carefully at this point, through the guide consumption, so that those who produced over the last shopping bad experience of women customers, through the hand, the formation of an integrated, systematic, holistic purchasing behavior, recognizing this, we engaged in an integration fabric, the overall fabric of the sales model to determine the basic model, such as the right to buy off fabric sofa female consumers, through the dissemination and services to inform them of their use of fabric sofas, what kind of cushion pillow, take and even what color the sofa with towels, as well as the surrounding fabric accessories. More often than simple name of more targeted promotions.
3, sensory shopping
Women naturally more sensitive, an analogy, women can also receive 10 external information, and a maximum of three men. Therefore, as enterprises are concerned, it is necessary in the product, packaging, terminals, brand image of the multi-sensory stimulation, causing women’s curiosity and attention.
For example the visual side, a lovable cartoon character and the appeal of the model with a star, but it is not enough, we must have innovative ideas on the screen, such as Germany Zwilling kitchen, a woman dressed in a white evening dress holding a shining knife, like this scene in order to instantly give the impression that women are generally more intuitive.
4, the comparisons consumption
Many professional women, see their friends or colleagues to buy a high-end designer handbag, they may have half a year under the banner of the name of weight loss, do not eat lunch, even dinner, accumulated under the silver to buy a better, so that consumption comparisons abound, in fact, why do so many branded goods, the real goal is to become a female consumer is used to competition, reflect the value of the image of their own equipment, so companies do not have to worry circulation problems. Now, some enterprises, but with particular emphasis on value for money, just sell the product itself, ignoring the female consumer “is better than vanity, love of the beautiful love” mentality, and sometimes are niche players.
Even if affordable, but also in the image and dissemination, to women consumers to buy after the face-specific, unique temperament, the special sense of value, even than those expensive luxury even better, for example, is now the rise of man-made diamonds, artificial jewelry, we must address this issue.
In fact, some women even if the disposable income of consumers is limited, but will find ways, or to allow a husband, boyfriend, father, to realize their wish, so the cloth merchants have to see this point, Johnson & Johnson Development of calcium supplementation against women chocolate health products – calcium Connaught defeated Mai City, is not see this point clearly, so that the products are generally women will not buy it, because there is no value of comparisons, but to convert their appeal, then, is to give him her boyfriend bought, the comparisons of the out, a woman heard a man give his wife bought a calcium to the hospital she was going to think, she would think that her husband really thoughtful, really romantic, buying chocolates still want to buy Calcium, and soon will be to their boyfriend or husband face to see, such a state, which a girlfriend of a man does not sell?
5, relationship-based consumption
Women are particularly concerned about is the “sense of security”, so not only value the product itself, but also cares about the product or business, and in the end is what I was kind of relationship is a common friend? Or lovers do? Or a husband, lover, father. If an enterprise and women to establish a long-term, stable, lasting, deep relationships, will bring considerable sales of enterprises for sustainable growth. Do not be afraid, in the female consumers to spend money on, they do not bother to bring a man less, sustained ad spending and thoughtful and careful service, or by continuous communication and contact, can make women fall in love with you. A period of time even if she did not become your customers, it does not matter, as long as you come in contact with her, and were able to maintain an ongoing interaction, then, tend to be brand loyal customer.
This is why we find that a lot of beauty salons institutions, hairdressing techniques and consumption environment are in general, but still have a stable consumer base, and then take a look at cosmetics, once a beauty consultant, and to establish contacts, creating intimacy, then the consumer those who will not only buy their own brand of skin care products that will also recommend to friends to enjoy, which is unique to women, consumer psychology, attach importance to bilateral relations, and sometimes more than the product itself. In particular, some cute cloth dolls, these things tend to attract female attention, although many women had been adults, but often lack a sense of security, hold the baby sometimes let emotions better, and as the image and display props, may be appropriately used in the Related Fabric Products and activities.
In life, women play multiple roles, daughter, girl, girls, career woman, lover, wife, mother, sister and so far, they have a good grasp of the key, and create you and such a relationship with female consumers, as the Avon said, was like “do female friends”, and enterprises will have a large number of hard-core supporters and consumers, as business and they formed a small family, as inseparable, and the U.S. the United States.
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