“Home†is a very broad concept. Because it is related to life, it can easily be extended to different fields. Many home brands in Shenzhen have already begun such an attempt. The concept of “lifestyle†is most often mentioned in the home field. From a household item, gradually cultivate its customer base, and finally can incorporate many aspects of food, clothing, housing and transportation into the product system, and use the original product and design experience and stable customer base to finally launch a new product line. These product lines will be more inclined to fast-moving products, and the speed of change relative to household products is also faster. It is particularly worth noting that many such attempts are no longer simple “cross-borderâ€, but formally incorporate these branches into the brand. future development. However, whether such a development model can go on, it still needs time to test.
Fast consumer goods cycle is short and profitable
Quite attractive
On the evening of May 27, 2017, on the long runway, there were a model. They were tall and delicate, especially the textile materials of their clothes were very special. Different themes were accompanied by different colors and colorful. . Many people think that this is a clothing show in Shenzhen for a new season. In fact, the organizer is a senior home brand Fu Anna. The night was Fu Anna’s “Art China’s Leadership and Domain†clothing release show. This release showcases the ready-to-wear design of the Fuanna classic flower pattern, mainly based on the brand's expertise in fabrics and design patterns for more than 20 years. Peng Ming, the director of the marketing department, explained that in the past, the public's impression of "Fu Anna" mostly stayed at the "high-end home textile brand", and this release show hopes to break through this inherent cognition: "In addition to the exquisite high-end home textile, Fu Anna can also Involved in the field of clothing.†He said that Fu Anna clearly conveyed a signal to the industry through the opportunity of this ready-to-wear show: Fuanna will be a more diversified brand, a richer product category, and more possibilities. .
In fact, many home furnishing brands have also launched more or less similar products such as clothing and daily necessities.
It is not difficult to see why the home textile grade belongs to this branch of clothing. Xiao Rui, an e-commerce planner, believes that the Internet economy is still very strong, and the e-commerce model is becoming more mature. Among them, clothing is a commodity that is very suitable for promotion and sales through e-commerce platforms. Lowering the threshold, if it still needs a large number of specialty store networks in the traditional mode, then many brands may need to accumulate more strength and invest more financial resources, which will become the resistance of their development.
On the other hand, the temptation of FMCG is not to be underestimated. “Household products are slower and have a longer life cycle for consumers, and fast-moving products are not. In particular, the consumption power of the public is greatly improved. I think many home brands are seeing a broader development in the future."
Development of FMCG branch
Need to match the strength of the company
Despite the temptation of FMCG, the Internet also provides a good development carrier, but after all, cross-industry means that the front is full of unknowns, then when the home brand develops the FMCG product line, it is necessary to find ways to reduce the risks caused by these unknowns. The resources and strength accumulated by the company's past household products are the best guarantees.
In the evening show of Fu Anna, we can see that they are also paying attention to this control. The clothing design itself is slightly conservative, but the materials and patterns used in the clothing are different. This is the long-term work of the textile industry. Accumulation, more than 100 sets of clothing in the evening through the pattern design with its obvious "label", Peng Ming introduced, in terms of design and printing technology, Fu Anna has always maintained a considerable proportion of investment, such as its grid printing, will one The color of each layer is printed on the silk fabric, and the color of each layer should be up and down. There should be no leakage, and after the multi-layer colors overlap, the color is fuller and layered. The huge fabric design team guarantees the design of the future clothing fabrics, and does not need to start a new stove, just need to gradually enrich the team of clothing products.
Editor in charge: Zhu Ling
Shaoxing Musa Imp & Exp Co., Ltd. , https://www.musa-textile.com