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How To Stabilize Roley'S Home Textiles

2008/10/18 11:02:00 62

Roley home textile as the benchmark enterprise of home textile industry, recently, the 35 million 100 thousand shares of A shares issued by Roley home textiles have been approved by the SFC and listed on the Shenzhen stock exchange. The total share capital after the issue is 140363100 shares.

As the first home textiles listed company based on bedding, it will have a strong impact in the industry.

Then, can the market leadership position of the home textile market be further consolidated? As the third party observation and analysis of the home textile market, the author needs to deepen the construction and promotion in the following aspects if he really becomes an unshakeable overlord in the home textile industry.

Shaping the value of strong brands

现在罗莱家纺相对其他家纺品牌，已经具有了一定品牌知名度，众多家纺企业的现在还处在跑马圈地和提升品牌知名度的的发展阶段，罗莱应该进一步圈脑圈心，实现渠道终端数量和消费者教育的双向提升，笔者接触过不少购买罗莱床品的人，还有人咨询笔者买什么品牌好，令人惊讶的是，尤其是在江浙一带，罗莱的提及率相当高，即便提到几个业内知名度相当高的家纺品牌，消费者一脸雾水，说没听说过，买了不放心，会不会缩水，以一位宁波准备结婚的消费者为例，她也知道宁波当地有维科、博洋等家纺品牌，但最后还是买了2套罗莱的四件套，没有买其他家纺品牌的产品，问其原因，说是听朋友说的，罗莱的品质好，有档次，进一步询问缘由，她才说了真心话：“结婚就这么一次，当然要买好的了，否则人家问我用什么牌子的床品，我如果用的是没什么知名

The brand will be very embarrassed. "

It can be seen that the operation and promotion of the brand in the early days of Luo Lai has achieved some success. Luo Lai has been ranking the first in the market share for three consecutive years in the past 2005-2007 years. But if we can keep it up for a long time, we must advance from the simple pursuit of market share to the pursuit of inner share and share of thought. The core of the consumer's mind is to occupy the consumer's mind and establish a strong brand position to make it the first choice, the only choice and the choice of the target consumer group, that is, the pformation from "selling products" to "selling value commitments".

In the minds of the original and potential consumers, it is to build an impressive picture and nerve stimulation in the mirror neuron and reward system. Therefore, a series of measures must be set up in the brand image, terminal display and post service. Now, there are still repeated problems in this question. Last year, the basic VI color was changed to green.

(Jia Xiao)