Home textile product segmentation era has arrived

“The person who knows the wisdom of the person and the person who knows himself” is the author’s first impression of Mr. Shi Liang, the marketing director of Silk Home Textiles.

Having been a professional manager for many years, Shi has his own unique insights on marketing management. He always insists on integrating innovation into every aspect of home textile marketing, innovative positioning, innovative management, implementation of innovation, and even innovative life. These have become a kind of work habits and attitudes of life.

Different customers buy different values

Moderator: Please talk about the total understanding of the brand and your personal strengths in the current status of home textiles how to play?

Shi Liang: There is a constant truth in brand competition, “different customers purchase different values”, so it is necessary to provide an unmatched unique value.

For example, the unique value that Fu Anna provides is the artist's spinning, and Rolle? Should be the classic (this may be controversial), why is it classic? Because home textile as a durable consumer product itself is very low frequency of purchase, buy low frequency things, Consumers of course want to be able to buy things that are not classics, so "classic" should be the origin of Rolle's initial value.

I have always insisted that every entrepreneur must have a natural talent. Each company must have unique corporate resources. Success must be the result of the entrepreneurs grafting their talents with the company's resources and consumer needs. Well, what the managers want to do is to dig deeper into these success factors.

If a manager does not have long-term precipitation in the company, it is impossible to implement this kind of success factor perfectly.

As for the fact that my personal advantage is actually more depends on our silky team to demonstrate it. In the early years, I did a marketing consultation and later went to the company. After Party A and Party B have done it, I thoroughly understand that the company really needs to solve the core What exactly is the problem? This should be my biggest advantage in the team.

Second, this is an era of bold imagination. In personal life and social life, we think of an impossible time and an unreasonable time. I am just such a person who dares to imagine boldly.

Sometimes I think I can walk down the path of the manager as always. I can also settle down, write something slowly, and then publish several marketing bestsellers.

Recently I even studied Lao Tzu's Taoism theory. Do not think this is an antique. I think Daoism is the highest level of traditional Chinese philosophy. The highest realm of marketing is ultimately to return to the philosophical level. I find that the same goes for the most. Marketing theory and Taoist doctrine sometimes surprisingly coincide at some points.

So whenever you want, everything is possible. In retrospect, imagination and creativity are the scarcest resources for small and medium home textile companies to succeed.

Moderator: How does Shi think about the status quo of the home textile industry?

Shi Liang: At present, the home textile industry has entered the Warring States period, but apart from a few dominant brands, the rest is basically a punch in your marketing. I kick a leg and there is no trick.

I feel that there are very few bosses or managers of home textile companies who are seriously contemplating research methods. For example, the first stage is at the break-even point of 25 million - 30 million, and then the second stage is 30 million - 300 million. I Do not dare to say behind, but at least how to reach the break-even point in the first two stages, how to jump from the balance point to the second stage, is a small step to promote or open together, as the home textile brand breakout does have a specific strategic and tactical approach .

The age of subdivision of silk home products has arrived

Moderator: Can you talk about the development of silk textiles and the future direction of development of silk products?

Shi Liang: The status quo in the home textile market is that homogenous competition is no longer difficult to do for everyone spinning, and silkworms must constantly carry out changes and innovations to find the right path for development.

We have experienced several brand jumps from silk quilt to silk home textile to silk living museum. Of course, this is changing along with the ecological evolution of the market of silk home products.

The industry prospects of silk products are undoubtedly very good. For example, if our group also registers brands abroad, it is found that foreign consumers do not need too much to introduce silk. He thinks that he is buying Chinese culture, but domestically Not the same, silk has a long history in China. As a result, people in China have turned a blind eye.

What we need to do is to awaken their hearts' desire to consume silk, so our real battlefield is actually in the minds of consumers.

From the data, the total output value of China's silk industry is expected to exceed the threshold of RMB 300 billion by 2015, so as a small- and medium-sized investor in the home textile brand, the Silkworm Silk Life Museum has a lot to offer.

Moderator: After listening to your analysis, the group targeted by silkworms should be a group of higher quality. What is the strategic plan for the next step? What are your views on joining the terminal?

Shi Liang: Next step will focus on silk living museum. In this livelihood hall, that is, in the silk shop, consumers can really realize one-stop shopping for silk home products.

Speaking of terminal franchise, we are very flexible in terms of policy. The unique mode of joining is our success: Currently, the rental of stores across the country has risen sharply. Investment in middle-end and high-end brands has become increasingly demanding for entry barriers. The dream of most aspiring entrepreneurs.

According to the franchisees with different financial strengths, Sifu has set up four completely different personalized franchising models: A, B, C, and D. Our flagship stores are at least 150 square meters, but our mini-stores may only be 30 square meters. This new concept subverts the traditional wisdom of the home textile industry requiring franchisees to open large stores, greatly reducing the barriers to entry. We have a slogan called: The first purchase of 30,000 yuan. In the hands of people who only have tens of thousands of dollars, they can shop as a boss and easily realize their entrepreneurial dreams.

Moderator: These joining policies are really very attractive. In fact, good policies and brand communication are complementary. Can you talk about your understanding of brand communication?

Shi Liang: Simple brand communication or advertising that everyone understands is actually very easy to copy, and anything that can be easily copied will inevitably devalue over time.

A friend often asked me, how do you do not have a brand spokesperson, I asked back, Fan Bingbing endorsement, Zhao Wei endorsement, Lin Xinru endorsement, these you remember to live it?

Almost every home textile brand is doing silk quilt, but silk quilts must be much more authoritative than Laurel, Mercury, and Kaisheng. Silk worms are the three national standard drafters of "silk quilt". The industry has an exclusive "silk identity card". These Rolleis are not available. This is our advantage.

Therefore, “it is branding, advertising, branding, and promotion, branding.” These are all wrong ideas. Brands are a long-term dream, and our understanding of China’s huge market with 1.3 billion people is actually very high. limited.

What the home textile company really should do is to have a macro overall grasp of the Chinese consumer and a micro-level understanding of the psychological perception, to figure out these are the core of the brand communication.

Moderator: Shi Zengyi mentioned at the beginning that “the marketing theory and the Taoist doctrine are surprisingly consistent sometimes.” Can this show your opinion?

Shi Liang: It sounds a bit esoteric, but it is not. Taoist philosophy is called "doing nothing," but marketing is also the same. Marketing emphasizes "doing nothing and doing nothing". What does that mean?

Although the starting point of “inaction” is quite simple, it is quite complicated, but once it reaches the result of “governance,” it is easy to return. Therefore, to achieve "governance" with "inaction" is very bright, and it is impregnated with a complex and simple dialectical relationship. Here I have come to say "complex thinking, simple marketing."

Like a peasant: A buffalo is half a field. Thick and light meal is full of three meals, as early as sweet, late sweet.

We say that “it is also a matter of heaven and nature, and waste is also heaven”. This is not a simple negative treatment. A careful understanding of the inside has infiltrated the marketing idea that “There is no matter what, nothing is for nothing”. Marketing must find a suitable point to force. Will achieve the right result, this is the highest level of marketing...

After the interview with Shi Zong, what has been jumping in my mind has always been his sentence: "Home textiles have declined, or indeed everyone's spinning has become increasingly difficult to do."

Thinking for a long time, in fact, this is in line with the law. Just as a tree has fallen into the winter, traditional weavers have to accumulate, transform, and eliminate all winters before they can regenerate new shoots in the spring.

So, for everyone's textiles, we are not pessimistic, but we should celebrate loudly. The era of new subdivisions belonging to silk home products has arrived.