Research On Product Upgrading Of Ruyi Home Textiles Based On American Market

Ruyi hometextiles is the terminal of the Ruyi cotton textile industry chain with more than half products exported overseas.However,the export volume of Ruyi hometextiles has shrunk in the past two years.For one thing,export situation is increasingly fierce.More and more enterprises join in export groups in domestic,while India,Pakistan and other countries seize the market with lower labor costs in foreign.For another,we don' t grasp the market in time,research and implement practical marketing strategy.This article mainly explores and researches current marketing strategy of ruyi home textile.Firstly,this article analyzes the development situation and trend of global textile,the main textile producing countries and the characteristics and the global textile market demand,and then,uses SWOT analysis method to find out the advantages,disadvantages,opportunities and threats that ruyi home textile faces and obtains alternative development strategy.According to the product positioning of ruyi home textile,this article chooses the United States as the target market,and then analyzes the US social and cultural environment,the textile industry policies and regulations,the purchasing behavior to get characteristics of the US home culture;based on the analysis of ruyi home textile and target market,the article points out that the key marketing strategy of this stage is product promotion,including the improvement of existing products,the use of more functional fabrics,the diversified development of bedding products,the product design in line with the aesthetic and life of the United States,the application of clothing technology in bedding,the popularity of digital printing and the improvement of the packing quality.