Like other companies such as clothing, home textile companies have adopted sales models such as distribution, franchise, agency, and supermarket direct supply models. Therefore, these sales models are also applicable to home textile companies.

The traditional distribution system means the development of first- and second-level distributors in large quantities. The advantage of this is that it is fast and has small risks. Joining the monopoly system, this model can lengthen the product line and direct supply in supermarkets. The advantage of this model is that it has a large sales volume and low requirements for product design and marketing capabilities.

There are also supermarkets similar to fabrics, which are more professional and concentrated in this model of product sales. Similar to Gome and Suning's marketing methods.

It is also possible to create a fast supply chain marketing model, which requires a certain economic foundation and design capabilities.

Various marketing models have their pros and cons. The home textile fabric industry needs to find its own positioning and choose the model that is most suitable for its development.

Although Wang Lin’s Aixu Group has done a lot of foreign trade, it is not just a foreign trade company.

The recession of the international economy has a great impact on export companies. Wang Lin placed 30 to 40% of his business in the domestic market and developed it together with foreign markets.

In the home textile industry, foreign trade orders generally have relatively thin profits, while domestic sales are three to four times the profits of exports due to good product quality and pattern. Foreign orders can also be transferred to domestic sales when there are problems. As the saying goes, do not put eggs in a basket. This is the golden rule of foreign trade companies. If you want to transfer to the domestic market, you must make full use of your own advantages. The products of foreign trade companies have a very good reputation in China, and the prices and sales volume are also good.

Almost most department stores in Shanghai open foreign trade product stores, which are also a model of high-quality and low-priced products. This model gradually spread to other cities.

In the large market and wholesale market operation methods, most of them are mainly selling low-end products at rental stalls. The sales price is low and the profit is low, and the gross profit is generally 10% to 30%. As long as there is a slight profit, it will be sold, forming vicious competition. Generally, customers think that the quality of the products here is poor. Most of the methods of purchasing in the market are cash buyouts. When companies need to clear inventory, they can find such a market.

Aixu Home Textiles is a big brand. If you do wholesale on the market by yourself, you will definitely lose money in the early stage, because Aixu Home Textiles’ products have good quality and high costs. If you plan to start the domestic market for a long time, the large market and wholesale market are not suitable for the development of brands.

There is another model, which is the model of specialty stores.

Specialty stores and franchise stores have too little sales for brand companies, and the investment and sales of specialty stores are disproportionately. If you want to make a slightly decent investment in first-tier cities, it costs at least 150,000 to 200,000 yuan. The key is that very few specialty stores that purely make home textiles can really make profits. Most of the specialty stores built by companies are model stores to attract others to join and charge others' franchise fees.

This development model itself has problems. The profit point is not the product itself but the franchise fee. What is harvested is the IQ tax of franchisees, and this group of middle-class leeks.

Aixu Home Textiles’ specialty is production, but it is not used to repeatedly calculating for a small business. Moreover, the cycle of switching to specialty stores and franchise stores is too long.

Hypermarket model. At present, most large hypermarkets in my country sell home textile products. If you want to enter the hypermarket, you need to pay a relatively high entry fee. Because the hypermarket has a large amount of customer flow and good sales volume, there are very few buying out of settlement methods. Generally, they are deducted, that is, they are withdrawn proportionally from the sales. There are also acquisitions, but the settlement is not very timely, which is difficult for companies to accept.

Finally, let’s talk about the department store model. There are many ways to operate department stores. Some are self-operated, that is, department stores purchase goods directly, but there are many ways to settle, some are directly buy out, some are required to settle the goods after distribution, and some are required to settle the goods by arranging the deposit. Because the rent of the department store is high, the product tenants are each given samples, and the overall effect is not very good, which has a negative impact on sales. Moreover, because rent is to pay, vicious competition is inevitable, and the sales price fluctuates and falls, and business is very unstable. There is another way that the department store deduction rate is that 25% to 30% of the sales belongs to the department store, and the pricing power is on the seller. Generally, the seller multiplies the product purchase price by 2 to 3 times. Sometimes the shopping mall requires discounts and promotions, and the shopping mall is better operated sometimes requires a guaranteed sales amount.

Wang Lin knew these methods, and Deng Dabao also knew them.

In fact, in all the business points of Aixu Group now, the sales work they do is to sell to department stores and hypermarkets, but the sales volume is not ideal.

Deng Dabao thought that Wang Lin would open self-operated stores and franchise stores, after all, this is the best way to shape the corporate image.

However, what Wang Lin said shocked Deng Dabao even more!

"Brother Dabao, how often do you change the bedding at home?"

"Ah?" Deng Dabao thought for a while and said with a smile, "It seems that it is rarely replaced. If it is broken, I will only buy it when I need it. We still use the sets of quilts we bought when we got married."

Wang Lin nodded: "This is the current situation in our country's textile industry. Consumers only need to buy it when they need it, unlike people who wear clothes to look good and comfortable."

Deng Dabao said: "This is for sure. Home textile products are different from clothes."

Wang Lin said: "But the consumption concept abroad is different from our country. They buy it for the sake of being good and comfortable, and they buy it for the whole family. Spring is here, and they want to buy bedding suitable for spring. In summer, they want to buy colors and patterns suitable for summer."

Deng Dabao smiled and said, "I can only say that foreigners are really rich."

Wang Lin said: "Because our home textile products are not in series, people have not spent a month or two in their minds to change the family environment. If we make samples in series, it will be clear at a glance. For example, the home is made of plain colors now. If it is replaced with large flower shapes, the changes in the home will definitely be very big. If the home textiles in the environment are estimated to be only a few hundred yuan, which is affordable for ordinary people."

Deng Dabao became more and more confused as he listened. Aren’t he talking about sales? Why did Mr. Wang talk about design and production again?

He reminded Wang Lin: "Mr. Wang, our top priority is to find a good sales channel."

Wang Lin said: "More than 80% of home textile products are purchased by women over the age of 20. Generally, if they have them at home, they will not go to home textile stores again. They will only go to see them unless they have something they like. Therefore, if there is no certain customer flow in selling home textile products, they must find a way to attract customers."

Deng Dabao said: "According to you, the department store model is the best? Because they have their own traffic, women also like to visit department stores. When they see that they have beautiful home textile products, they buy them back."

Wang Lin smiled and said, "The department store is of course good, but there is also a place that has more accurate traffic than the department store! And most of the people who go there are women over 20 years old!"

Deng Dabao said: "There is still such a place? Why can't I think of it? Mr. Wang, don't keep it aside. Where is it? Tell me directly! I am a stupid person and I can't guess!"

Wang Lin laughed and said, "It's Xiuzhilin Clothing Store!"

"Ah!" Deng Dabao's eyes suddenly stared. He slapped his thighs and laughed, "Ah! Mr. Wang, why didn't I think of this? Mr. Wang is still powerful. Why did you think of this? Xiuzhilin Clothing Store! This is simply a place where natural women gather, piles of people!"

Wang Lin smiled and said, "That's right! Those who go to Xiuzhilin to buy clothes are housewives with independent consumption power, either single women with jobs or rich men in their pockets. In short, they go shopping just to buy! Women who like to buy new clothes when buying must also like to visit the home textile restaurant."

Deng Dabao finally completely followed Wang Lin's thoughts: "Oh, Mr. Wang, I understand, are you planning to open a piece of space in the existing Xiuzhilin clothing store and decorate it into an Aixu Home Textile Hall?"

Wang Lin said: "Yes, our Xiuzhilin Clothing Store has been opened in major cities. We don't have to look for partners outside, but we just open an Aixu Home Textile Store in our own store. This home textile store does not need to be too big, and can hold two beds and a few cabinets to display our most distinctive bedding."

Grey

Deng Dabao's eyes lit up: "Mr. Wang, you are so awesome! This is simply a stroke of knowledge! We can use the existing Xiuzhilin store to complete the sales layout of home textiles."

Wang Lin said: "You and Li Wenjuan discuss this matter. The Xiuzhilin store is under her control. The Xiuzhilin store across the country can be decorated simultaneously."

Deng Dabao said: "This does not require separate decoration, nor does it need to be too luxurious."

Wang Lin thought for a while and said, "You can use the assembly mode, which is to customize a background board, then buy two cabinets and two beds. It's very simple."

Deng Dabao smiled and said, "If this happens, we can open Aixu Home Textiles shops in large and medium-sized cities across the country within one week!"

Wang Lin said: "As for high-end direct-operated stores, after Aixu Plaza opens, I will leave a sharp shop for Aixu Home Textiles. You can also cooperate with Dongyang Maile Supermarket or with Wanjia Supermarket. We can open a few more stores in Aixu Plaza every day."

Deng Dabao rubbed his hands, stretched his eyebrows, and smiled and said, "Mr. Wang, it's great! With so many sales channels, our home textile products will not worry about sales. Then I'll go to Mr. Li to discuss it now."

Wang Lin waved his hand: "Go."

After a moment, Li Wenjuan walked into Wang Lin's office and said, "Brother-in-law, do you really want to set up a home textile restaurant in Xiuzhilin Store?"

Wang Lin was giving a copy of the materials and asked after hearing this: "Is there anything wrong?"

Li Wenjuan laughed and said, "There is nothing wrong. I have agreed. Brother-in-law, is that home textile belonging to me?"

Wang Lin was stunned: "You are in charge? Do you care about this management right?"

Li Wenjuan said: "Brother-in-law, think about it, this textile shop is open in our Xiuzhilin store. If it is not managed by me, how many conflicts will arise? If you assign home textiles to me to manage together, you can save a lot of labor costs!"

Wang Lin thought for a while and said, "Aixu Home Textiles is an independent brand. Xiuzhilin Store is just one of the sales channels of this brand. If this part is assigned to you, then the management rights of Aixu Home Textiles will be broken up. If you hand over all the sales rights of Aixu Home Textiles to you, your workload is too large, and there is no need for this. Yes?"

Li Wenjuan's eyes rolled and she smiled and said, "Brother-in-law, then you can hand over all the sales rights of Aixu Home Textiles to me?"

Wang Lin shook his head: "No. It would be great if you can make Xiuzhilin well. Wenjuan, don't be greedy, you won't be chewed if you greedy too much. Xiuzhilin's brand now has shoes again, so you should think about how you can build this shoe brand now!"

Li Wenjuan said: "Brother-in-law, I think it's a side job to sell shoes in a clothing store. Many clothing stores also sell shoes, but isn't it a bit unemployed in clothing stores?"

Wang Lin said: "That's very simple. Our stores are all very large. You can just open a door for Aixu Home Textiles directly at each store near the street. What I want is the store to drive popularity."

Li Wenjuan spread her hands and said helplessly: "The store is yours, you can do whatever you want! I don't care anyway."

Wang Lin felt that this matter was more important. It was easy to sit in the office and give some advice, but how to arrange it and decorate it? This is really a matter.

He packed up the documents on the desktop and said, "Let's go, let's go to the flagship store on Nanjing Road to take a look."

"Okay, brother-in-law, it's been a long time since we inspected the work in our store!" Li Wenjuan jumped up and happily held Wang Lin's hand.

Wang Lin hit her back: "How old is she, and she still sticks to her brother-in-law like this? Be careful not to get married!"

Li Wenjuan uttered a roar, withdrew her hand, pouted, and touched the beaten hand: "Brother-in-law, do you want to marry me again? I won't marry you!"

Wang Lin smiled and said, "Okay, okay, don't marry! I think you are still a child and have not grown up yet!"

Seeing that she kept wiping the back of her hand, she said, "What's wrong? It hurts?"

"Look! The back of your hands was beaten red by you!" Li Wenjuan stretched his hand in front of him, "Don't you know that the girl's hands are very tender? She hit me with such great strength! If it were my sister, would you dare to hit me?"

Wang Lin held her hand and looked at the back of her hand. It was really red!

"I'm sorry, Wenjuan, I didn't mean it." Wang Lin let go of her hand and said apologetically, "I just want to joke with you. Let's go!"

"You have to give me a gift! Compensation for me!" Li Wenjuan caught up.

"Gift? OK, what do you want?" Wang Lin asked.

"Well, I think about it!" Li Wenjuan raised her head slightly, looked up at the void at a 45-degree angle, put her fingers beside her mouth, and bit her unconsciously, "Yes, I want a special gift!"

"What gift?" Wang Lin asked.

"Take me out of the country! It's okay to go to the East and the United States." Li Wenjuan laughed and said, "How is it? This is not an exaggeration, right?"

“I have no plans to go abroad recently.”

"Brother-in-law! You must promise me that horses are my 20th birthday! This is also your birthday gift!"

"Oh, you're going to have a birthday?" Wang Lin smiled, "It's fine. I'll give you 200,000 yuan. You can go out and play by yourself! You can go anywhere you want!"
Chapter completed!