An effective way to increase profit growth in the towel industry – transforming the background to reshape the positioning


At present, the development of many industries is hindered, not because of market saturation, but because companies believe that the market is “saturated”. For example, Weiwei, the leading brand of soy milk, once had a market share of more than 85% and sales volume of more than 1 billion yuan. However, the soybean milk market is “saturated” and entered the milk field where it does not have advantages, and Yili and Mengniu. Bright and other strong rivals competed, and as a result, the main business of soy milk declined, and the development of Tianshan Snow was not ideal. If there is no melamine incident this time, I am afraid that the further prospects of Weiwei Soymilk are even more unpredictable.
The single cognition of the soy milk market has caused Weiwei soy milk to limit its market to the current level. In fact, the limitations of this traditional industry cognition are the cause of the stagnation that has led to the development of many industries to a certain stage.
What do you think when you find yourself around, when an industrial revolution occurs? Towels, a simple primary textile that can no longer be simple, an unprofitable edge industry, has emerged as a world-class brand enterprise. This is Yaguang Home Textiles. In our traditional cognition, towels are the daily consumer goods for cleaning the skin. There is no higher value and benefit function. Yaguang Home Textiles thinks this way. All the more than 10,000 towel companies in China think so. Because of this idea, Yaguang, a company that relied on foreign trade and exported to Wal-Mart, has gradually expanded its market share through technological innovation and independent brand development, but has not changed its own pattern with many towel companies. : The meager fate of profit. Although sales in the international market are growing, Yaguang has been trying to open up the domestic market for three consecutive years, all of which ended in failure, and the cruelty of competition with more than 10,000 towel companies can be imagined. Is it as huge as Jie Li Ya and Vosges, please advertise with big-name stars, and get unprofitable for high-consumption wars. Do you want to do real estate and photovoltaic? Can the towel industry not make money and make more profits? Can't towels be a high-end brand? These problems have been plagued by Yaguang Home Textiles.
So I want to use the outer brain to solve this impossible goal. After selecting more than 20 nationally renowned planning and consulting organizations, Shanghai Jinxie Consulting Co., Ltd., a well-known consulting company, has won the trust of Yaguang Home Textiles executives, and has stood out from well-known intellectual institutions such as Qizheng, Ye Maozhong and Li Guangdou. Take on this arduous mission.
Since then, the towel industry has suddenly changed, Yaguang Home Textile is no longer a towel business, because the author research and research found that 95% of the purchase group of towels is women, women are most concerned about what is, of course, beautiful face and body. The textiles in the market that can really solve this demand are almost blank. Why are such blank markets not seen by many towel companies? Perhaps they are still promoting the towel, the author believes that this is a strategic opportunity to re-upgrade Yaguang's industry positioning and enhance profitability. Based on Yaguang's own advantages and resources, it will position Yaguang Home Textiles in the cosmetics industry. Cosmetics, not home textile towels, make cosmetics in towels, and position the brand as a close companion for beautiful life. Open up a blue ocean market, which is the value that target consumers are really concerned about, rather than the basic function of cleaning. Therefore, it has pioneered the development of special towel products for oily skin, dry skin, sensitive skin and acne skin, and advocated a personalized beauty market for “seeing skin color and choosing towels”. A traditional can not be in the traditional edge industry, leap into a fashion pioneer industry. The company has achieved leap-forward development, and the number of terminals has expanded from less than 100 in the past to nearly 500, because it provides consumers with unique products and values, even if more than 200 yuan of non-added skin care towels are sold out of stock, profit margin It has increased by more than 200%, and the products are not enough for even the distribution. The production can not meet the market hunger and thirst demand. In an event that cannot be lost in the traditional industry and for 17 consecutive years in the entire textile industry, an impossible goal is being achieved:
Enterprises must develop and enterprises must make profits! Enterprises must become the leader of the high-end towel market, and enterprises must become world-class brand enterprises!
Its mountain stone can be used to attack jade. Many industries, like soy milk and towels, are limited by the company's own cognitive limitations, development is blocked, the background is changed, a larger market is found, and a larger market space is created to satisfy consumers. More hidden needs.
Now is the time to reposition myself. A small towel can do it. Why can't you do it? The idea decides the practice, the head decides the pocket, crosses out its own market cognition and industry awareness, and realizes a higher development path at the foot.

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