Unavoidable Problems In Home Textile Enterprises: Differentiation And Persistence

The difference and individuation of brand positioning is the most effective way to succeed in brand management.

If positioning homogeneity (the same positioning), brand positioning is meaningless, but will also bring serious imbalance to the industry and the market.

Persistent operation orientation is the most reliable guarantee for positioning and improving positioning.

From the perspective of consumers, positioning can be differentiated by age, activity layer and culture group. So brand strategy can emerge as the times require.

But the style of the brand must be continued, and the internal culture can not deviate from the main demand of the brand.

In view of the characteristics of consumers' individuation, specialization and specialization, a good brand network advantage is formed to adapt to the expansion of modern home textiles and the diversification of brands.

Exhibition characteristics, constantly

The localization of home textile brand is to avoid blindly making brand for making brand: others do me, others do franchised stores, others have image spokesmen, and I can not lag behind either.

In this way, the personality style of the brand will be lost, and the way of management of the brand will not have its own characteristics.

At present, some home textile enterprises are keen on imitation and brand to follow suit.

Many brands are even plagiarizing and blind obedience. Such brands are doomed to be short-lived.

The plagiarism of traditional plagiarism has been extended from the design plagiarism to the plagiarism of brand plagiarism and operation mode, highlighting the "blind eye" thought and similar operation of "you have me and I have it."

The brand of home textiles must be differentiated.

It is different from the brand of the world's home textiles, because only the national is the world, and the brand of home textiles in our country is different, because only the characteristic is the development prospect.

Brand persistence

In the view of time, the establishment of a good home textile brand requires a long process and requires an overall and sustained scientific operation.

From the history of international and domestic brand creation, the establishment of a mature brand is hard to succeed in a short time. Some top international clothing brands have a history of creating brands for decades or even hundreds of years, while most domestic clothing brands were founded in the past 20 years.

It is not a year or two for a brand to start in the world, but for a generation, two generations and even generations to make it.

According to the survey and statistics of 100 world famous enterprises, as of 1996, in the history of world famous brand enterprises: 36% in 100 years, 23% in 80~100 years, 25% in 50~80 years, 50 below 50.

From the results, brand names are not lifelong tenure. Creating brand names does not mean once and for all.

A good image brand is not permanent. Good image always has some limitation.

It is difficult to create a satisfying and high quality image, but it is not easy to keep it. It can not be imagined that the attractiveness of a famous brand is permanent.

A brand's influence, brand's unique orientation, unique cultural aesthetics, customer base and vitality need constant innovation.