Young girls and single age women groups: these groups are still in puberty, and they are imagining themselves as snow white, waiting for the arrival of snow white. They are very sensitive to consumption and seek for new changes. Therefore, the Disney and Shang Ma cocoa of Luo Lai are targeted to spread according to this group, and form a favorable impression and preference for Luo Lai on the basis of it. They not only buy related products, but also provide consumers with the next group.

Unmarried women and engaged women: This is the mainstream consumer group. For these groups, role as the main brand must give full play to its unique brand charm and create a romantic atmosphere. It is essential to make the products of role become indispensable items and gifts in romantic life. At present, Roy is trying to strengthen this feature, but it is still too conservative. We must take bold and innovative "romantic life demo" as a benchmark and example for such a group, which will consolidate Roland's first place.

At the same time, it lays the foundation for consumers to become the next group and bring more sales volume.

婚后女性、離婚女性、有女兒的母親：這類群體以從少女懵懂、新婚浪漫，到現實的柴米油鹽醬醋茶的生活中，家庭觀念異常關注，但羅萊作為浪漫生活方式的領導者，必須還要對此人群施加影響，在日常購買的普通四件套、毛巾、枕頭等產品能夠首選羅萊，更為關鍵是女性消費的模式一般是伙伴式購物，往往姐妹幾個、母女幾個一起去購物，這些作為購買過羅萊產品的群體，會對正打算購買家紡產品的女性親朋好友，施加“可怕的口碑影響力”，據筆者多年的調研和消費者行為觀察，該影響力會讓六成以上的購買者會聽取他人的意見，選擇最終購買的品牌，雖然在這個群體本身不能帶來更多直接價值，但還是要進行重視開發(fā)，因為他們的口碑效應相當大，承上啟下，會對少女、單身適齡女性群體和戀愛未婚女性、訂婚女性群體消費決策產生不可替代的影響。

Luo Lai's current brand awareness has been higher, but we must strengthen the brand reputation and loyalty, and establish a strong word of mouth potential. This is the key to the success of Luo Lai in the first 100 years.

Complete the evolution of product cycle, brand cycle, consumer group cycle and lifestyle: that is, the existing six brands not only meet the needs of market segments, but also meet customer lifetime value upgrading and consumption cycle.

To win the battle outside the store, win at the terminal and achieve the goal of winning the battle without winning the battle.

Cross border pre design, leading the new trend of home textiles

It is reported that Luo Lai set up an overseas R & D center in Milan, Italy.

The origin of home textile design comes from various European art, fashion, jewelry and other fields.

To achieve cross boundary design, lead the design to these areas, absorb more materials and nutrients, and firmly believe in the design of the work and the way of life, rather than the simple design products, and at the same time, form an organic feedback and communication between the product development and marketing. The more the design is, the better. According to the statistics of popular consumption, only 10% of the products can sell well, and the remaining 90% have the problem of unsalable.

On the basis of this, some refinement and regionalization may be effective. In fact, the success of an enterprise is often driven by the main idea of a single product or a certain category. There are thousands of products in the company, not the more, the better the design, based on the jacquard advantage, we should consider the acceptance and demand culture of the market.

In the process of China's overall pition from a primary industrialized country to an information-based country, the vast number of consumers has a special recognition of European and American culture, especially post-modernism and fashion culture. This phenomenon is observed at all times, and the introduction of all kinds of popular elements in Europe is in order to control and guide the domestic textile fashion trend instead of taking the doctrine and blindly drawing lessons from it.

Of course, from a competitive perspective,

More importantly, it is necessary to establish the "standard of Lai Lai" to lead the development of home textile industry, so that barriers and benchmarks can be set up at the technical and design levels, and other competitors can only imitate and cannot surpass. Therefore, it is also necessary to develop a series of high-end image products at a phased development stage.

Of course, as an industry leader, we can not stop here, but also make bold innovations in the weaving process, structural combination, functional use, application scope and user groups of products. There is still much room for improvement in this area. This is also an effective guarantee for the first place.