At Present, Luo Lai Tries To Strengthen This Feature.

Young girls and single age women groups: these groups are still in puberty, and they are imagining themselves as snow white, waiting for the arrival of snow white. They are very sensitive to consumption and seek for new changes. Therefore, the Disney and Shang Ma cocoa of Luo Lai are targeted to spread according to this group, and form a favorable impression and preference for Luo Lai on the basis of it. They not only buy related products, but also provide consumers with the next group.

Unmarried women and engaged women: This is the mainstream consumer group. For these groups, role as the main brand must give full play to its unique brand charm and create a romantic atmosphere. It is essential to make the products of role become indispensable items and gifts in romantic life. At present, Roy is trying to strengthen this feature, but it is still too conservative. We must take bold and innovative "romantic life demo" as a benchmark and example for such a group, which will consolidate Roland's first place.

At the same time, it lays the foundation for consumers to become the next group and bring more sales volume.

婚后女性、离婚女性、有女儿的母亲：这类群体以从少女懵懂、新婚浪漫，到现实的柴米油盐酱醋茶的生活中，家庭观念异常关注，但罗莱作为浪漫生活方式的领导者，必须还要对此人群施加影响，在日常购买的普通四件套、毛巾、枕头等产品能够首选罗莱，更为关键是女性消费的模式一般是伙伴式购物，往往姐妹几个、母女几个一起去购物，这些作为购买过罗莱产品的群体，会对正打算购买家纺产品的女性亲朋好友，施加“可怕的口碑影响力”，据笔者多年的调研和消费者行为观察，该影响力会让六成以上的购买者会听取他人的意见，选择最终购买的品牌，虽然在这个群体本身不能带来更多直接价值，但还是要进行重视开发，因为他们的口碑效应相当大，承上启下，会对少女、单身适龄女性群体和恋爱未婚女性、订婚女性群体消费决策产生不可替代的影响。

Luo Lai's current brand awareness has been higher, but we must strengthen the brand reputation and loyalty, and establish a strong word of mouth potential. This is the key to the success of Luo Lai in the first 100 years.

Complete the evolution of product cycle, brand cycle, consumer group cycle and lifestyle: that is, the existing six brands not only meet the needs of market segments, but also meet customer lifetime value upgrading and consumption cycle.

To win the battle outside the store, win at the terminal and achieve the goal of winning the battle without winning the battle.

Cross border pre design, leading the new trend of home textiles

It is reported that Luo Lai set up an overseas R & D center in Milan, Italy.

The origin of home textile design comes from various European art, fashion, jewelry and other fields.

To achieve cross boundary design, lead the design to these areas, absorb more materials and nutrients, and firmly believe in the design of the work and the way of life, rather than the simple design products, and at the same time, form an organic feedback and communication between the product development and marketing. The more the design is, the better. According to the statistics of popular consumption, only 10% of the products can sell well, and the remaining 90% have the problem of unsalable.

On the basis of this, some refinement and regionalization may be effective. In fact, the success of an enterprise is often driven by the main idea of a single product or a certain category. There are thousands of products in the company, not the more, the better the design, based on the jacquard advantage, we should consider the acceptance and demand culture of the market.

In the process of China's overall pition from a primary industrialized country to an information-based country, the vast number of consumers has a special recognition of European and American culture, especially post-modernism and fashion culture. This phenomenon is observed at all times, and the introduction of all kinds of popular elements in Europe is in order to control and guide the domestic textile fashion trend instead of taking the doctrine and blindly drawing lessons from it.

Of course, from a competitive perspective,

More importantly, it is necessary to establish the "standard of Lai Lai" to lead the development of home textile industry, so that barriers and benchmarks can be set up at the technical and design levels, and other competitors can only imitate and cannot surpass. Therefore, it is also necessary to develop a series of high-end image products at a phased development stage.

Of course, as an industry leader, we can not stop here, but also make bold innovations in the weaving process, structural combination, functional use, application scope and user groups of products. There is still much room for improvement in this area. This is also an effective guarantee for the first place.