/ Daily News/August 25, 2022 Guangzhou -- Under the general trend of consumption upgrading, emerging consumer groups' demands for home life are undergoing profound changes. Soft clothing as the most prominent decorative effect, the most closely follow the trend of The Times category, its market size ushered in a trillion level of development space. And the representative category of soft clothing - curtains, this is considered by the industry is the "last piece of blue ocean" field, no doubt has become a major brand contention.
On August 18, 2022, Ruyu Deshui Autumn New product release Conference and distributor conference was held in Hangzhou. This conference, like a duck to water focus on the soft clothing industry new trends, the release of autumn curtain products, including guardian series silver ion antibacterial curtain new products. After the conference, Liu Jianlong, general manager of curtain boutique marketing, accepted the media interview, on the soft decoration industry development trend, product strategy, marketing planning and other issues to do further communication.
Aiming at the healthy home track, antibacterial technology becomes its own air point
Under the influence of the improvement of national living standards and the normalization of the epidemic, the home industry has entered a new round of consumption upgrading. People pay more and more attention to household health. Household products with antibacterial and aldehyde removal function have become a popular choice in recent years. Paying for "health" has become a new trend in household consumption.
However, different from the antibacterial cleaning household appliances which are gaining traction in recent years, there is still a blank area in the market of antibacterial soft clothing. With intimate care as the starting point, the innovative launch of the guardian series of silver ion antibacterial curtain, to fill the gap in the curtain industry of antibacterial products, for the national home life to build a healthy line of defense.
Talking about the original intention of the silver ion antibacterial curtain protection series, Liu Jianlong, general manager of the marketing of the curtain, said: "The guardian series silver ion antibacterial curtain is bearing the" mission "of The Times products, it is the brand based on the insight of consumers' daily life pain points, but also the needs of brand product differentiation strategy. As a leading brand in the curtain industry, it has the responsibility to contribute to the development and upgrading of the healthy home furnishing and industry for the people."
It is reported that the silver ion antibacterial curtain series was officially put on the market for trial sale in November 2021. In June this year, it was first released globally and widely promoted and sold in the stores of the brand in China. From the product structure of the first half of 2022 performance announced by Liu Jianlong at the new product release conference, the guardian series silver ion antibacterial curtain has been favored by consumers since its launch. In just half a year, it has achieved a performance ratio from 0 to 22%, becoming a "sharp knife" product that promotes the performance growth of terminal stores.
The whole network marketing continues to increase size, embrace the brand growth of the new era
With the post-90s, post-00s become the main force of new consumption, consumer access to information channels diversification, time fragmentation, refined demand, the corresponding marketing challenges are becoming more and more great. Especially in the home furnishing industry, where offline experience is emphasized and low frequency is followed by high unit price, how to improve the stickiness of consumers and realize the transformation and upgrading from industry brand to consumer brand is an urgent problem to be solved by the whole industry.
"The youth of mainstream consumer groups and the rise of online channels, coupled with the gradual shift to online decision-making scenes of consumers and communication scenes between brands and consumers under the normalization of the epidemic, to create an all-media matrix, which has become an important link for traditional household brands to break the marketing dilemma." According to Liu Jianlong, under the general trend of the we-media era, We-media marketing matrix covering public account, Xiaohongshu, video account, Douyin, Weibo, Zhihu and vertical household platforms is established in the industry like a fish. Through matrix and fine operation, core brand communication content is unified output and the barrier between brands and users is broken. The key links of consumers' access to information and decision-making can be accurately intercepted, so as to continuously divert offline terminals and online e-commerce, and gradually realize the gorgeous transformation from "industry brand" to "consumer brand".
In the long run, to build reputation and accumulate users, the brand needs to continue to expose the content; But in the short term, event marketing is the best way for a brand to quickly increase its popularity and expand its voice. According to Liu Jianlong, after the launch of Guardian series silver ion antibacterial curtain, the first half of this year like a fish in water with high frequency node marketing continues to detonate the brand voice volume and sales. "From 320 regional marketing to 618 High Shopping Festival, and then to 818 autumn new product release conference, we have gradually enhanced the brand's industry and social influence, strengthened the brand memory of consumers, and effectively promoted the omni-channel performance growth."
Soft outfit is coming in the future, like a fish in water is ready to start
< P > Some people say that a fish in water just happens to catch the tuyere of "healthy home", Liu Jianlong thinks: "There are many people who can see the tuyere, but can catch the tuyere, and give the appropriate solution is the key to the problem.
28 years of development, like a duck to water to overcome one difficulty after another, with the attitude of the industry benchmark to lead the industry to continue to move forward. When the digital wave sweeping home industry, the establishment of international advanced curtain intelligent flexible production base; When the healthy home track opens, the innovative launch of guardian series silver ion antibacterial curtain; Like a duck to water, every innovation is exploring more possibilities of curtain, to change and breakthrough to solve users' pain points, create a new "era". As Liu Jianlong put it, "To be a wind chaser, you must be a wind maker." Liu Jianlong said at the conference, the following will focus on the four strategies of "strong brand, push the difference, make benchmarks, and strong moving pin", from the brand, product, channel, store operation and node marketing and other dimensions of comprehensive force, continue to improve the brand and terminal competitiveness, hand in hand with dealer partners to win the vast blue ocean soft decoration market.
< /p>< /p>The consumer market has entered a new era, and the development of enterprises also needs new methods. At the end of the interview, Liu Jianlong also expressed his views on how home furnishing enterprises break the market in the current era -- "The so-called industry reshuffle is actually washing people!" Home industry business is more and more difficult to do, not because the industry is not good, but the industry is more and more demanding of practitioners, survival of the fittest is the inevitability of the development of the industry. Under the new development pattern, enterprises should shift from extensive and barbaric growth to fine and high-quality operation, from external opportunity growth to internal capacity growth, maintain strategic positioning, build core competitiveness, and seize more market shares with stronger comprehensive strength, so as to promote the continued growth of enterprises.
