Luolai Home Textiles Brand Channel Management Research

Following Chinese economy growing rapidly and residents’ disposable income increasing, the domestic market shows prosperity. In the context of the rapid development of this market, in the fierce competition environment, how to keep leading position and growing sustainably has been a challenge facing by many enterprises. Currently, in Chinese textile industry, sales channel is still on the dominate position. Compared with fashion industry, home textile industry is relatively lagging. If treating fashion industry’s development in Europe and the United States as a sample, Chinese textile industry is still on vary early stage. It means, in Chinese home textile industry, there is no leading brand. In addition, there is a good opportunity for development. Based on the industry has no technical barrier to new entrance Shang Luolai Home Textile Co., Ltd. has been rapid developing in this market. Therefore, to run the research of Luolai’s development, to analysis of its sales channel management strategy for the textile industry, internal and external competition have positive reference meaning to other enterprises on the same positioning.In this paper, Shanghai Luolai Textile Company Limited, a home textiles producer and seller enterprise, is main research object. According to the marketing channel management related theory, through to Chinese textile industry and industry competition brand marketing channel comparison analysis, elaborated Luolai’s situation and market current position, the company’s further development and multiple sales channel development and current status would be shown. After analysis of the Luolai multiple-brand marketing strategy and Luolai’s sales channel design, the Luolai Hometextile multiple-brand sales channel and brand portfolio would be redesigned. This research focuses upon the design the sales channels. To build new Luolai multiple-brand sales channel, to solve the Luolai multi brand marketing channels problems, to help Luolai brand marketing channel redesign, channel management, new ideas and suggestions would come out in the end of this paper.