家纺品牌同质化突围之道（Textile brand homogenization Breakthrough Road）.docVIP

家纺品牌同质化突围之道（Textile brand homogenization Breakthrough Road） A few years ago, many textile brands are calling for the textile industry transformation The day is not too distant when competition will intensify. In order to occupy a place in the industry, many brands have begun to find the direction, re positioning, set off a wave of brand building. However, textile enterprises are still facing a common problem: brand homogenization is serious, brand building means tend to be similar, brand is too virtual! Brands can not be established, can not form a brand effect, can not enjoy the brand premium, can only be collective into a price war cycle, which is a common problem faced by the textile industry. There are some differences in the external operating environment and resources of enterprises, which lead to different internal management conditions. But most home textile brand positioning is very similar. Most of the love, love, home, dream as the main complaint, are used to consumer sentiment oriented positioning. The difference is small, the lack of brand uniqueness, can not see the core value of obvious personalization. Secondly, many enterprises so-called brand positioning is nothing more than high-end home textile brand, high, mid-range home textile brand, or medium and low grade home textile.. This has misunderstood the relationship between brand positioning and product positioning, the product price positioning as a brand positioning to build, such a brand easy to follow the flow, and never become the industry leader brand. Thirdly, the brand positioning of home textile enterprises is too virtual, only superficial understanding of the product name, enterprise VI, floating lightly on the surface of the brand to do articles. Misreading the three-dimensional and humanized brands as single and symbolic makes the brand lose the vitality of life. Relying solely on advertising at the top of the air to build name and rely on advertising language to create brands, can not