Home textiles store local marketing strategy: small brand home textiles also have spring

We are talking about a very direct topic today. How should a small-brand textile shop in a county-level city be operated? What is the method? First, let us make a survey: what purpose do the resident buyers spin and what do they think?

Findings: Local residents generally value the home textile product brand (here, the brand name refers to the brand's popularity in the local area). Group purchases pay more attention to home textile prices and product innovations, while the vast majority of migrant workers will almost never enter home textiles. Stores. Therefore, in promoting the crowd, we should continue to face the local residents who have spending power and do a good job in group purchase channels.

In terms of publicity:

In respect of publicity, it is not necessary to consider other large-scale promotion. It is necessary to pay attention to local residents' attention to that form of publicity, and to local media, outdoor, and internet media. Including the store's own publicity, posters, flyers, outdoor mobile cars and so on.

In terms of product positioning:

People want home textile products to meet their own wedding and gift needs on the premise of meeting the necessities of life. The varieties of products operated by regional brand home textile stores must satisfy the popular commodities used by residents in their daily lives. At the same time, they should consider increasing special products. In order to ensure the basic needs of the vast majority of residents, we can appropriately increase high-end home textile products to meet the needs of residents with relatively high incomes.

At the same time, using the computer gallery, this cocoa can increase the price competitive advantage in the store by taking into account the customer's individualized customization needs. In addition, it can increase the price and competitive advantage in the store season, increase the strength of the brand promotion, ensure the quality of the product, and win the trust of the customer to build a stable product. customer group.

Suggested commodity structure, low-end home textile products (within 1000) 50%

High-end home textile products (above 1,000 yuan) 30%

Wedding and special home textiles 20%

The display of the display in the store: First of all, to grasp the principle of regional differentiation, each area of ​​the exhibition should be reflected in one area;

Secondly, the concept of importing functional zoning, such as: special area, member area, group purchasing area, new product area, main push area, etc., so as to make consumers more conscious of consumer intent, and can effectively guide consumption in the store;

Again, the display products in the same area cannot exceed three colors. Excessive color combinations can give people a sense of chaos and look very uncoordinated;

Finally, cross-category merchandises should be properly matched. For example, placing a yellow pillow in a red style is difficult to see; high-end display products cannot be displayed next to a product that is too low; flexible use of props (such as dolls) increases the vitality of the area.

Specific measures include:

1. Accelerate the frequency of product updates and launch more than 10 new products each week;

2, three times a week store manager and salesperson training, the establishment of quality after-sales service system;

3. Move the piles to the open air to attract low-end rural people to buy;

4. Record music oral presentations and rotate them in turns;

5. Take DM single and wall advertising coverage within the range of 20 kilometers around;

6, store system report evaluation