How Can Cloth Art Enterprises Occupy The "High Point" Road?

with Sofa As a semi-finished product, how to use the exhibition opportunity to open channels and directly face customers is an important direction for domestic cloth enterprises to expand overseas markets. At the forty-ninth American high point home textile exhibition in 2014, the real North group, Zhongwang cloth art and Central Asian cloth art attracted much attention. Their successful experience can be a useful reference for domestic textile and textile enterprises. Lu Wenlong, chairman of the real North group, Yang Linshan, chairman of Zhongwang cloth art, and Gao Jisheng, chairman of Central Asia cloth art, said that at present, three enterprises have set up sales companies in the United States.

according to introduce The American high point home textile exhibition is the largest exhibition of home furnishings accessories business in the Western Hemisphere. Its products are mainly sofa fabrics, and provide support for raw materials and accessories for the famous high point furniture exhibition held in April and October at the high point. The exhibition attracted 200 US domestic exhibitors and more than 800 professional buyers. Among them, the number of exhibitors in mainland China has increased from more than 10 in December 2012 to 46 in June 2014.

The head of the three enterprises said that in the United States, the booking system has more communication space and cultural atmosphere than the domestic market. Therefore, it is very important for enterprises to establish a professional overseas sales team and expand their channels in the localized mode of operation, which is also more consistent with American culture. As long as a reasonable cooperation mechanism and business model are adopted, the work of overseas sales companies can achieve twice the result with half the effort.

Looking back at the market sales situation in the first half of this year, Lu Wenlong and Yang Linshan said that the US market was not very ideal this year. Especially in April, the pressure on the enterprises was very large. Therefore, it is hard to have good expectations for the market in the second half of this year, but they have been trying hard.

In recent years, although the American consumer market has improved, the fabric products as semi finished products are very different from the finished products. To find their own living space and development way in the United States, they need to make sales models according to the actual situation of their products and the requirements of American buyers. As a result, the company changed from the original order mode to the sales company to the United States, and the localization operation is to expand the channel and open the market.

　　 Lu Wen long And Yang Linshan believes that when the company came to the United States, despite many new problems, it will never change. It is necessary to find a good way to establish trust relationship with local buyers. The most important thing is to make their products more in line with the local cultural needs of the United States, and more appropriate to the "taste" of the American market. Therefore, they give the following suggestions to domestic textile enterprises who want to "go out": first, because the buyers of cloth products are basically the sofa and mattress of the lower reaches, so the products should be refined and positioned in line with the style of furniture enterprises in the United States. Different enterprises have their own personality style furniture products, so cloth art enterprises need to "tailor-made" according to the personalized requirements of different furniture enterprises, which is the basic point of cooperation. Secondly, it is also very important to establish a sales team that is full of creativity and courage to expand. If we can establish a professional overseas sales team, we will get twice the result with half the effort to expand the channel with localized marketing mode.