Xia Liangjia textile brand attracts consumption and needs to understand "heart"

Editor's Note: Although in the eyes of most home textile companies, Xia Liangjiafang is classified as a “chicken rib” product due to its low profit margin and short sales period, but when the weather gets hot, many home textile brands can't wait to launch Xialiang products. In order to guarantee the passenger flow in the market that was originally in the off-season. In this issue, Xiao Bian through the on-site interview and consumer survey, for the online and offline consumer markets to sort out the more popular Xia Liang home textile brand, and analyze the reasons for consumers' purchases, hoping to break the "off season" for home textile enterprises. The sales bottleneck is a reference.

Offline: Shopping mall heavy word of mouth supermarket push new products

As the temperature continues to rise, Xialiang home textile products ushered in the annual sales season. The reporter found that all major department stores, supermarkets and specialty textile counters are selling key products in summer cool home textiles, and some merchants have posted slogans for discount sales.

Shopping mall: Washed silk is favored

In the survey, the reporter found that most of the consumers who purchase summer cool home textile products in the mall are female consumers aged 40-60 years old. Because the families of this age group generally have a monthly income of more than 10,000 yuan, they are purchasing. Home textile products pay more attention to quality , brand and word of mouth, so department stores with product quality and brand guarantee have become the preferred place for their shopping. Although the price of Xia Liangjia textile products sold in the mall is generally higher than other sales channels, the annual frequency of purchases does not have much pressure on them.

According to consumer feedback, they purchased more summer cool home textile products in the mall for silk quilts and leather mats, followed by summer bedding packages. In the interview, a 50-year-old consumer, Ms. He told reporters: “Because the weather is hot outside in summer, I often turn on the air conditioner to cool down at home. In the summer season, I need to turn on the air conditioner to sleep all night. So, summer I Usually a thin silk is used, which is cool and comfortable, and avoids falling asleep at night."

It is understood that many home textile brands have launched a series of light and thin silk quilts, and the price is more than 1,000 yuan. According to market research, the Fuanna brand's silk summer is well-received, so the market sales are also good. According to Ms. He, she is a loyal member of the Fuanna brand and often buys the bedding package of the brand, so she chose the brand when she purchased the silk summer quilt. “The most important material for silk is internal filling, but in general, it is difficult for consumers to directly see and touch. In addition, even if you can see it, it is difficult for ordinary consumers to distinguish the quality and authenticity of the material. Now There are many home textile brands selling silk quilts on the market, and the prices are also uneven. Moreover, TVs often see news reports that consumers buy fake silk quilts, so the price of silk is higher. When I was a product, I was more willing to choose a well-known home textile brand with quality and credit guarantee. Last year, I bought a rich Anna silk quilt for myself, and I plan to buy one for my parents and daughter this year."

According to Fu Anna's home textile sales staff, silk is generally sold in the summer with a weight of 350-500 g/bar. In addition, the silk covered with pure cotton jacquard fabric is softer, more comfortable and delicate. “In the past, when consumers used silk quilts, they usually needed to add a layer of quilt on the outside of the quilt, one for aesthetics and the other for easy cleaning. But now, we have completely upgraded the pattern design of the silk quilt. At the same time, it also adds fabric materials such as Tencel and silk, which makes the appearance of the product more beautiful, and also has a washable function, which is more convenient for consumers to use. It is reported that the current market price of Fu Anna silk quilt is between 1000 yuan and 3,000 yuan. Between, and depending on the weight of the product and the material of the fabric.

Supermarket: mosquito repellent function is sold high

In the offline sales channels of Xialiangjia textile products, Carrefour, Wal-Mart and other large national supermarket chains occupy a large market share. Through the survey, the reporter found that the consumers who purchase Xialiang home textile products in the supermarket have a large age range. From the youth group of 25 years old to the elderly group of 65 years old and older, they have had a purchase experience, and they have purchased more kinds of products. From small to summer cool pillows, large to mat kits, consumer prices range from a dozen yuan to hundreds of yuan.

At present, there are many Xialiang home textile brands in supermarkets, including Red Fuji Home Textiles, Yuanmeng Home Textiles, Ansuobao, Xiaoyang, Baifudi, Mingting, Sleeping Dongbao, Jinpei and Yalu Home Textiles. Among them, Red Fuji, Ming Ting, An Bao Bao, Yuan Meng and other brands are well-known, and there are many product categories, including double-sided bamboo mats, dual-use seats, mirror seats, wood-grain seats, mahjong seats, and jacquard seats. The prices of these brands are around 150~500 yuan. Each brand has a relatively cheap product of more than 100 yuan, and there are also products with higher prices of four or five hundred yuan. The difference in price is mainly due to the different materials of the products. For example, the average summer is usually no more than 300 yuan, and the average price of silk is three or four hundred yuan.

According to the sales staff in the supermarket, this year, the brand Anbao is more popular, because it launched a special feature of "mosquito repellent cotton summer quilt." The product uses special-effect mosquito-repellent fiber and applies nanotechnology effectively to the fiber field. It makes pyrethroid compounds into nano-capsules and firmly embedded in the fiber structure to effectively repel mosquitoes. purpose. In addition, there are some brands that have launched special promotions, because the price is more suitable, the sales are also good, such as the "low-carbon super-slip seats" of the price of 199 yuan and the 459 yuan of the "small summer breathable seats" The set "selling has been high. According to the sales staff, since the summer, these two products have been replenished many times, and the affordable price is the main reason for consumers to buy.

Online: Summer cool single product below 500 yuan to sell

It is as hot as the sales of offline Xia Liangjia textile products, as well as online sales platforms such as Taobao.com, Tmall Mall and Jingdong Mall. However, the difference between the two is that the consumers who purchase Xialiang home textile products online are generally low. Most of them are under 35 years old. When they buy products, they are most concerned about the price and buyer's evaluation.

In the interview, Ms. Li, who is planning to buy a summer cool quilt on the Internet, said to reporters: "I choose online shopping, first because the products are cheap, and secondly, there are many kinds of goods, but they can be compared at the same time. But the most important Yes, I can find out which brands and which products are the best-selling products according to the product sales data displayed on the Internet, saving a lot of screening time."

Reporters in Taobao search bar, enter the product "cool summer textile" and found the front of the two textile brand sales were living Carolina's electric branded music I LOVO Mercury textile and textile. Among them, a hot summer cool product of Mercury Home Textiles is “Alice Rose Seven-hole Summer”, with a monthly sales volume of 2,507 pieces; and the sales volume of Le LO LOWO Home Textiles is “Teris Cotton Summer”, month Sales reached 4,387.

According to Mercury Home Textile's Tmall Xiao Er, "Alice Rose Seven Holes Summer" is a special product recently launched by the brand. Its original price is 580 yuan, the promotion period is only 99 yuan, and its filling is 51% of the seven. Polyester fiber and 49% polyester fiber. In terms of size and net weight, there are various options such as 150 cm x 210 cm, 200 cm x 230 cm, 220 cm x 240 cm, and 1050 g, 1400 g, and 1750 g. Ms. Li, who wants to buy Xia Liang quilt, took a look at the "Alice Rose Seven-hole Summer" with a size of 220cm × 240cm. She said: "I found this product not only low price, high sales, but also in the product introduction. Fabrics, specifications, sizes, and washing methods are all detailed and more convenient to purchase. In addition, the consumer purchase evaluation of the product is also good, so it is decided to place an order."

The reporter also found that in the Tesco flagship stores of these two hot brands, the "Summer" product area was opened. In the special area, according to the type of products, it is also divided into Xia's series, mat series, mosquito net series and so on. At the same time, each brand also subdivides dozens of products with different characteristics and functions under each series according to the characteristics of their respective products. Roughly estimated, the two brands have developed nearly one hundred products for the category of Xia Liangjiafang.

Le I LOVO home textile sales staff said that since the summer, the brand's sales of Xialiang home textile products have continued to rise, in addition to "Teris cotton summer quilt", "flower color wood ice rattan three-piece suit" The monthly sales volume of “Saimansha Fiber Mat Three-piece Set” and “Fashion Crown Cotton Summer Quilt” are also as high as eight or nine hundred. Overall, the price of products between 150 yuan and 400 yuan is the best, and the brand has the most product categories in this price range. According to reports, in the summer cool series of Le LO LOWO home textile brand, there are also high-grade leather mats with a price of more than 1,000 yuan, but such products account for a small proportion of total sales. The reporter found that a monthly sales price of 2,299 yuan "Yu enjoy aristocratic leather mat" is only a single digit.

“By tracking the consumption habits and consumption behaviors of online shopping consumers, we found that they spend less time thinking about purchasing products under $500. When they are higher than this price, they will consider more factors and time. Therefore, it will also reduce the chance of closing. According to this survey, we have adjusted the price of online products, and try to control it below 500 yuan/piece (set), and also add a small amount of high-end products to meet different consumption. The needs of the people." Le I LOVO home textile sales staff said.

Reporter's notes

Through the investigation, the reporter found that in the eyes of the brand is the "chicken rib" summer cool home textile products, but in the consumer's life is an indispensable "summer cool companion." In the interview, more than 90% of consumers have had the experience of buying or using Xia Liangjia textile.

Consumers generally report that the styles and patterns of summer cool products such as mats and thin quilts are single and have few options. At present, most of the summer textile products sold by home textile brands are not directly produced by enterprises, but are outsourced to other summer cool enterprises for processing, so they are hardly involved in design, which makes the Xialiang home textile products sold in the market very similar. Some styles have even been sold for many years.

For a long time, home textile companies have not paid much attention to the short sales cycle of Xialiang products, which is actually a misunderstanding of Xialiang products.

A short life cycle does not mean that the market capacity is small.

In the survey, most consumers said that the average cost of their family's summer home textile products is more than 100 yuan per year. Then, with 300 million households in China, the total amount of sales in a summer will reach 30 billion yuan. The amazing numbers are enough to prove that the summer cool product market has great potential. Then, should home textile enterprises re-examine the position of Xialiang products in brand development and turn this market into a new economic growth point in the industry?

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