The Marketing Strategy Of Home Textile Brand "TOWO" Under New Retail Background

At present,the sales innovation in the traditional retail industry is weak,and the online e-commerce that has flourished has already passed the period of rapid development,and the competition is becoming increasingly fierce.Recently,new retail concepts that incorporate online services,offline experiences,and modern logistics have been raised and focused.It can give full play to the advantages of lowcost delivery of information data such as commodities,customers,transactions,etc.While breaking the consumer experience barrier,optimizing inventory management,and expanding sales channels.This not only provides greater convenience for consumers in the connected era,but also significantly reduces marketing costs and facilitates inventory management.It is a new retail model that can be realized under the development of the latest electronic and network technologies,and will show great social benefits.Chinese textile industry has experienced more than 20 years of development,and the growth trend is steady.Most of them take the road of specialization as the development direction.They are pioneers of outstanding independent brands such as Luolai and Fuanna.But the total market share of these brand is less than 10%.And the international market adopts more,from the home textile to the home's integrated business model,the industry is highly concentrated and has the intention of rapid expansion in the Chinese market.In the future,the market share of outstanding home textile brands will be further improved,and the increase in industry concentration is also worth looking forward to.“YOWO” is a new retail brand of Home Textiles.It is in line with the upgrading of domestic textile industry,and strives to build a medium-to-high-end private brand with independent design,environmental protection and high quality,and a basic marketing model of brand development with new retail.This article goes deep into this practice and explores how new brands in traditional industries can find a marketing path that suits them in an unprecedented wave of retail model innovation.This paper analyzes and compares the development status of domestic and international home furnishing market,and uses PEST external macro-environmental analysis method to study the product characteristics of “YOWO” brand,and clarifies the competitive advantage and rationality of research objects.According to the five-force model,the internal environment is analyzed,and the internal obstacles that restrict the rapid rise of “things” are further discussed.This paper analyzes the problem of the price system confusion,the offline expansion is too conservative,the brand positioning is not consistent with the actual presentation,the online brand marketing is not perfect,and the improvement measures and marketing management solutions suitable for the new era of retail are proposed.