Luo lai textile marketing copy report

1. Luo lai textile marketing copy report Team members：黄丽、邓美林、肖依、石艳红

2. Product introduction Planning target The specific marketing plan Organization and implementation of marketing plans The budget Other alternatives to outline The marketing environment and market opportunity analysis Target market selection and positioning The marketing environment and market opportunity analysis Marketing strategy choice 目录

3. Product introduction • Luo lai, is committed to create high quality household life for consumers and good experience of sleep. The main bedding and household necessities. Its with ou shi, classic style of brand positioning, with its inherent high temperament and elegant and delicate style deeply loved by Chinese consumers, outstanding product quality and distinctive brand image in the market of its own.

4. Planning target • An increase in product sales at the same time, will also be luo lai textile culture and corporate image to promote, formed its own distinctive brand culture, the brand more series products for the future follow-up foreshadowing, the personality is bright household supplies market, changes of domestic household products homogeneity, too much brand personality fuzzy situation.

5. Market present situation analysis, opportunity • Duly cancelled, as the global textile trade quotas and central Europe, sino-us textile agreement reached, maintain a 20.69% growth rate, China's textile export $100 billion, the overall industry competitiveness has been greatly improved; • According to forecast of authority, in the next 10 years, home textile consumption market growth will not be less than 20% a year, and every one percent increase in per capita consumption, the new increase in demand is more than 300 one hundred million yuan a year. A survey data show that by 2010, Beijing home textile products consumption will reach 10 billion yuan only. • According to the China textile industry association survey, Chinese textile consumption per capita is still 27% lower than the world average, and home textiles production and consumption of textiles in proportion to the overall production, consumption is less than 50% of the developed countries, so the market prospect. • In our country every year completed a new residential area of 500 million square meters, with a large number of curtilage, household decorates project will amount to 300 billion yuan a year, and is growing at 30% a year, the next two years to reach 500 billion yuan. People decorate homes to spend the cost of purchase in home textiles, accounts for about 25% of the whole project。

6. Market situation analysis - the challenge • Market is chaotic • Enterprise's management level lag behind

7. The target market selection and positioning and consumption condition analysis This age group have the ability to buy and need to be children in later life to take care of the stage This age group have no ability to buy, but is in the stage of family care, most in need of healthy growth 50岁以上 0-10岁 消费群体及能力 25-50岁 This age group have strong purchasing power, to get married, have children, beautification and quality of living, and many other behaviors, and can create purchase behavior.

8. Establish a flagship store Multi-brand operation Do more promotional activities Show home textile, mass merchants Increase the network terminal Marketing strategy selection and implementation plan

9. Specific marketing promotion • Home textile as a kind of durable consumer goods, more than 50% of sales is done in the promotion period, the sales season are mainly concentrated in the labor day, National Day and New Year's eve, it was time to marry, move, the peak of daily change. • Sales promotion: promotion season have focused on labor day, National Day and New Year's eve, it was time to marry, move, the peak of daily change. • Promotion content: discounts with value-added services Special gift sales

10. The budget • Regular promotion gift costs 3000 yuan • Media advertising: television advertising network media 10000 yuan 10000 yuan • 不Promotion expenses: booth set up 2000 yuan propaganda promotion salary 500 yuan 500 yuan • A total of 31500

11. 感谢观赏