Why Can't A Single Product Hold Up A Sky?

　　 Preface

Right in the country. Home textiles While companies are still struggling to compete with the Red Sea in the domestic market, several international textile products have quietly entered the eyes of some Chinese consumers, whether they are on the platform of cross-border electricity providers or on overseas purchasing lists of consumers. Why do these overseas textile products get rid of the curse of consumption with just demand? market Why is there such a lack of persuasive home textiles in China? brand ?

Miss Shi, who travels to Japan every year, is about to start again. On her shopping list, she could not see luxuries, nor could she see all kinds of electrical appliances, except for a few cosmetics, such as towels, pillows and other household made textiles made in Japan.

Ms. Shi told reporters that in the circle of friends, Baiyun towels and black and white striped bow tie pillows were very popular, especially the former, with several friends who gave "Amway" to her.

From time to time, Chinese tourists with the title of "buying the whole world" began to notice foreign textile products and put them into the procurement target. What is more curious is how Chinese consumers know these international products.

　　 A towel's road to cross border Conquest

When asked if there were so many towel products in Chinese supermarkets and shopping malls, why did they buy them in Japan, Ms. Shi replied, "I do not pursue brands, that is, listening to friends is soft and good, and there is no fluorescent agent. It is said that fluorescent agents are commonly used on towels, so they are tempted to buy them. In addition, towels and pillows are not as heavy as bedclothes, so they are very easy to carry. She also said that many sea scouring websites have seen "white cloud towels", and sales and word of mouth are good.

The reporter saw at a website of Hai Tao that only a white square scarf with an area of 25 x 25 was priced at about 40 yuan, and the price of the series of bath towels was nearly 400 yuan. According to the briefing, "Baiyun towel" is a high-end series of Japanese brand, designed for infants and sensitive skin to provide no stimulation towel products. The towel series is made of the best quality cotton, with excellent material, advanced technology, no fluorescent agent and bleach powder, and strong water absorbency and soft handle. It can well protect tender facial skin.

In Japan, Mr. Yan, who is a tour guide in Japan, said that in fact, today's treatment can not be simply defined as a brand, but a towel production base certification. Only the towel that meets its standards can use the logo of today's treatment and sell it in today's shop. The current standard is very strict. It stipulates that the towel must be used in the production process, and the organic cotton of the native seed of Japan must be used. Rinsing the high-quality spring water from the source of the high rope mountain and using no chemical addition in the process, and the time when the towel sinks in the water should be kept within 5 seconds, which proves that the product has very excellent water absorption.

It is reported that this city is like Japan's Gaoyang city in Hebei, Japan, which is the largest towel producing area in Japan, and has a long history. 60% of Japanese towels come from today's treatment. Thanks to the warm climate and water sources, today's city is rich in organic cotton, and towels are also the highest quality in Japan.

　 Function and face value are word of mouth.

For a domestic towel enterprise that has invested millions of dollars in advertising costs for brand building in a year, how can it not be imagined that towels have become a gift for Chinese people to buy abroad. What is more difficult to understand is that domestic consumers simply do not understand these international brands, so why buy them?

According to Ms. Shi, she did not know that the brand was being treated. She just saw the "white clouds" written on the towel box, so the domestic consumers call this product "Baiyun towel". She also said that friends said the product was as soft and fluffy as its name, and it was very good to use, and it would not harden like a domestic towel several times. The reason why it can be popular in its friends circle is the use of feelings from mouth to mouth. "There are so many people. Even if someone says something in general, I would like to try it. After all, it is a towel, and it costs more than a few dozen yuan. If it doesn't work well, I will be right when I am wrong. But if it's true, it's soft and safe, and it's good for beauty and skin care. That's worth it. Compared with cosmetics, this kind of investment is not high. "

Speaking of the bow tie pillow, Shi said it was entirely a lifestyle APP "grass". "I like home furnishing products very much. I see the Francfranc bow tie pillow for ten minutes on the Internet. It loves all the elements that girls like: black and white stripes, bow ties and fine workmanship. I wanted to place orders at Hai Tao's website, but I broke the order, so I decided to go to Japan and take this pillow myself. Ms. Shi said that she was completely moved by the color of this product, but she did not know a lot about the famous Japanese lifestyle home Museum Francfranc. When the reporter went to Hai Tao website to see, this pillow still displayed empty sale, to be replenishment, and Taobao online purchasing this product is a lot of sellers. Judging from the buyers' comments, they have pointed out that the product is beautiful and easy to match, so that it can enhance the quality of home.

Who says that conquering consumers must rely on brands? At least from these single products, Chinese consumers do not know or care about what brands are coming from these international brands. What are the stories behind them? Consumers want only the best products with the highest value.

　　 Why can't a single product hold up a sky?

Why is there no such thing as a single home textile product? Why do all brands want to sell their brand value and product value? Then who will pay attention to the value, functionality and sense of use of the product? Insiders say: "if you want to get market recognition on a single product, you need to have a certain advantage in terms of product functionality or facial value. Many domestic enterprises are at a crucial moment, and a large number of enterprises are accustomed to pursue rapid market recognition and rate of return, so it is hard to concentrate on a specific product.

Jia Chengwei, the founder and CEO of warm tune time home design (Beijing) Co., Ltd., said that in China's home textile industry, unless the enterprise has strong design power, it will be a dead end to design or value only. "Because plagiarism is too serious, you have just made products, and have not been sold for a few days, especially in the wholesale market, there will be many imitation products. They do not have R & D investment, the cost is low, and the selling price is lower than the original product. The immature consumer market is hard to protect the original design. Pragmatic consumers abandon the original in minutes, and even many people do not know who is the original.

Plagiarism is a constraint on brand development, but in fact, consumers say that the domestic textile market rarely appears "designed to move the hearts of people" products. "Only look at the pillow market," Shi said. "Most of the pillows, both domestic and offline, are all square and printed with different colors. The design styles are very similar. No one can see any special ones. Very few people work hard in modeling." She also said that the domestic textile brand always targeted the target consumers in the "60 after" and "70 after", regardless of the product's color value or sales way, which is more consistent with the aesthetic taste and consumption habits of that era. "In my mind, home textile products are sold in shopping malls or Taobao, but I seldom see the push of home textile products in my shopping APP with my friends. Unless I have just needed, I will not go shopping in the mall. "

　 Friends in the circle of popular international single product

HACOON white cloud towel

HACOON white cloud towel has been selected by many netizens as the first choice for pregnant women with sensitive skin. With this kind of word of mouth alone, many consumers' desire to buy can be aroused. It is reported that the product is not only an infant toy without stimulation, but also a beauty towel used by many top beauty clubs. During the towel production process, the organic cotton was planted locally in Japan, and the local spring water was rinsed. No chemical addition was applied, no fluorescent agent or bleaching powder was used, the material was excellent, and the technology was advanced. Some netizens describe this: pure cotton has strong water absorbency and feels soft like rabbit hair.

In addition to Baiyun towels, the gauze towel now treated is also a good idea for many Chinese mothers. The series is specially designed for infants. The product features super soft, pure cotton and no fluorescence. Some netizens evaluate: a super soft gauze material and a terry material design are both soft and durable.

It is reported that Ecomoco series of products do not use high temperature chemical refining and bleaching of chemicals, but innovative use of ozone layer low-temperature bleaching, products are more secure, but also more friendly to the environment.

　　 Francfranc pillow

It is reported that the Francfranc bow tie pillow is booming on the international social software Instagram, and many netizens say that a small pillow can change the whole home world. This pillow is soft and stylish, and the black and white matching is very classic. The combination of classics and teenage genes makes them beautiful and flowery.

In fact, compared with a pillow selling well, behind its brand fans are the biggest gains of Francfranc. Francfranc is a fashion brand from Japan's home furnishing and daily necessities. Its design combines fashion trends, comfort and practicality, pays attention to high quality details, pursues quality of life, diversity of colors and rich product series, and advocates artistic collocation through changing imagination to create creative and comfortable living space for customers. With the popularity of bow tie pillows, mugs and other products have become consumers' favorite products.

　　 Slip Mulberry Silk Pillowcase

This product is from Australia. Its popularity has also benefited from the promotion of celebrities. It is reported that the American model GIGI, Kim and so on are all used. Sericin ingredients in silk can prevent mite and mold from squeak. Amino acids can also nourish the skin and make hair unirritable.

As a matter of fact, China's most scarce silk is silk, and the brand of silk package is not rare, but there are not many sales of silk pillowcases alone, let alone the sale of single silk pillowcases. In fact, as long as the brand takes a little heart to do a survey, we can learn that there are not many men who like silk touch, so it is very necessary to make a sales plan for tailoring products.

In addition, there are indeed many domestic manufacturers selling the product on the net sales platform. The price of the product is from ten yuan to several thousand yuan, but the price varies and the quality is uneven.

Reporters saw the price of the product at 500~700 yuan in Hai Tao's website. Netizens commented that it was very slippery, and effectively reduced the friction between hair, face and pillow Suites during sleep. Another consumer pointed out that only the packaging of the brand is willing to spend more than 500 yuan to buy, pink box packaging like a gift.

　　 Iluminage anti wrinkle beauty pillow case

The effect of Silk Pillowcase with hairdressing and hairdressing has long been known. In 2014, a pillow made of 100% copper oxide polyester fiber launched by POND'S in the American cosmetic industry really became a beauty product and broke the limitations of pillowcases. It is reported that due to the use of copper oxide polyester fiber, the pillowcase can release copper ions, reduce skin aging signs, such as fine lines, wrinkles and so on.

Although netizens have different opinions on the cosmetic effects of pillowcases, this does not prevent more female consumers eager to try. After all, like most beauty products, the words of reducing wrinkles, slowing down and becoming old are really hitting the pain point of women, so that many women consumers have the idea that they can only beautify themselves before they try. As a result, sales have been good.

In addition, the color of this product, whether it is packaging or the product itself, is not breathtaking but not vulgar, but rather elegant.

"Looks advanced" is also a reason why female consumers are willing to buy, and even many netizens commented that this American product could not be made for China.