Marketing innovation triggering changes in home garment industry

Abstract: an innovative discussion on the icebreaking of home dress marketing is jointly organized by Guangdong Katie group's "family love" brand and "millet wisdom" consultant and "new creator media Limited". It will be held in Zhuzhou, Hunan.

A live broadcast of the icebreaking of home dress marketing, jointly organized by Guangdong Katie group's "family love" brand with "millet wisdom" consultant and "new creator media Limited", will be held in Zhuzhou, Hunan.

In view of the new generation of the Imperial Palace's blueprint, the new trend is becoming a fashionable explosive product. The tide of Chinese family culture has become the trend of Chinese household dress in spring and summer of 2020. A pioneer of home dress brand planning in China, a veteran entrepreneur who travels in underwear for 20 years, has "super talent" plotters with strong commercial logic penetration, new media people who are active in the Internet wave, talented designers with amazing talent and charming design magician, bold and avant-garde screen magic magician and other experts.

As a new clothing category, the first thing to show the banner of home dress is the clothing industry in Shantou. According to incomplete statistics: in more than 2000 of the country's home clothing enterprises, 60% of the enterprises specializing in the production of home clothes in Shantou are. The production of home apparel in Shantou not only accounts for 70% of the total domestic clothing production, but also accounts for more than 80% of the total sales of clothing in the country. In the national brand name clothing products, the number of famous brand clothes in Shantou occupies more than 75% of the national total, ranking the first in the same industry in the whole country.

However, as a new category, home clothes are relatively vague in terms of their consumption. According to the data analysis report of the electricity supplier, clothing articles show that the volume of home clothes is only half that of other products in 2015, and the market for home clothes in 2017 has been warmer. In October, home purchases increased by 49.59% over the same period last year, but in recent years, the market of home clothes has become cold again, and most of them live in the defensive market.

　　曾領(lǐng)軍中國居家服飾行業(yè)的廣東凱迪集團，旗下的“親情”居家服飾品牌，在本次營銷破冰會上將與內(nèi)衣視界微贊直播合作進行直播，以“時尚、幸福、溫馨、健康、責任”的家庭價值為創(chuàng)新出發(fā)點，用一個個日常可見的故事演繹家庭情感，用一套套居家服飾裝點新時代的家庭幸福，從關(guān)注親情的孕婦裝，體現(xiàn)親子樂趣的親子裝，體現(xiàn)手足情意的兄弟姐妹裝，升華婚姻質(zhì)量的爸爸媽媽情侶裝，以及體現(xiàn)千年孝道文化的老年家居服飾，圍繞親情的產(chǎn)品核心，在粉紅溫馨的迷你生活館終端視覺設(shè)計，加上行業(yè)獨有的親情省代盈利模式及終端親情文化盈利模式等等，將一種親情的幸福指數(shù)在市場中營銷著，成為引爆居家服市場的前沿品牌。

According to the phenomenon of family costumes and family brand, in the era of 5G new business, more and more consumers are paying more attention to, sharing, communication, discussion, interaction and other socialized e-commerce transactions. How to build a series of private sector communities to create terminal stores in a variety of ways including explosive products, live broadcast, card packages and short videos, and so on, with Mi Yuhong, the chief advisor of "millet wisdom", who is known for all stores marketing experts in the terminal stores and successfully created many industries, has pointed out that using creative thinking and accurate product positioning to create a new brand of explosive products will lead to new changes in the home apparel industry. Mi Yuhong proposed that the top-level design of brand marketing should start with changing the traditional mode of thinking, making clear the plan of operation system and operation mentality through precise planning, and clearing the responsibilities of agents and terminal distributors, closely linked to the growth point of performance and stacking up layer by layer, so that they can develop explosive products into explosive brands.

"Millet wisdom" and Katie group strategic cooperation, from helping terminal stores to solve the problem of no flow, even single low, repeat purchase rate and other issues, at the same time, increase the difficulty of solving agents, integrated service providers investment difficulties, higher end sales difficulties, realize the pressure and risk of no inventory, quick response of goods.

Ma Qingxuan, chairman of Guangdong Katie group, said that while we are grateful for our customers' trust, we should take the heart of awe from the perspective of our customers to solve the problem of customers and formulate strategies for brand innovation and development. Through the exploration of this marketing mode innovation, we are willing to provide practical experience to the home industry, with a view to triggering the transformation of China's home garment industry in the new era of 5G.