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1、xx家纺用品市场调查报告近期就xx的家纺用品市场进行了初步调查，集中就目前竞争品牌在市场终端的状况以及xx家纺用品市场的基本状况进行了市场调查。调查的主要目的是为了分析xx家纺用品市场的整体情况，为下一阶段梦洁产品的市场推广及旺季促销做针对性的准备，同时为销售决策提供依据。 一、市场基本概况 目前xx的主要家纺用品品牌在终端的主要销售渠道和经营模式有以下几种：商场联营或店中店、自营专卖店或加盟专卖店、超市内联营或超市外专卖店、批发市场、团购、家具（家居）大卖场等。而其中商场和专卖店是多数品牌产品的主流销售渠道，也是品牌资源在终端竞争最为激烈的渠道，而超市经营的品牌多数都以大众化、低价位的产品为
2、主，家具（家居）类专业卖场在家纺用品经营上尚未形成气候。 各主要家纺品牌在xx的终端分布也较为集中，尤其是中、高档品牌在商场和专卖店位置的选择上主要集中在xx的几个重点商圈内，其中五一商圈、东塘商圈、袁家岭商圈是主要的品牌聚集地，其次如火车站、侯家塘、荣湾镇、红星等商圈。从终端商场的家纺品牌聚集影响力看：平和堂、友谊商城、王府井为第一陈营，春天百货、阿波罗、新世界百货等又为其次。 二、市场调查分析 1、终端商场调查情况 作为目前xx家纺品牌的主要销售陈地，商场是重点调查目标。根据商场中家纺品牌所占的位置、面积、品牌影响力以及销售氛围，又分别对几个家纺品牌销售的代表性商场：平和堂、友谊商城、王府
3、井、阿波罗等作为重点调查对象。 从家纺用品在商场中所占的比重及面积来看：王府井百货、阿波罗商场是其中比较有代表性的，家纺产品在店内的展示面积和进驻的品牌数量都是最多的，但是品牌的档次较低，价位也较大众化，近段时间又以夏凉床品为主打，都分别设置了夏季床上用品专区； 王府井百货主要家纺品牌：博洋、罗莱、多喜爱、梦洁、雅诺士、瑞滋、胜一家居等； 阿波罗商场主要家纺品牌：富丽真金、多喜爱、塔山、金穗、爱斯达、佳丽斯、心愿等； 从家纺用品在商场中的档次和影响力来看：平和堂、友谊商城是最具代表性的，无论是品牌的档次、专柜的装修品位和整体形象来看，都显出了高档品位和时尚典雅的氛围，但商场的人流量和销售氛围看
4、并不是很理想，购物的成交率也偏低，这与商场的定位有关。 从专卖店的情况：罗莱、富安娜在xx的专卖店比较有代表性。罗莱xx专卖店设在蔡锷北路，装修档次和品牌形象包装上都是走高端路线的，产品也较为丰富，层次感强；富安娜在东塘、袁家岭、解放西路都设有专卖店，装修档次和整体形象一般，但产品较为实惠，折扣比较大，季节性产品也很有特色。另外博洋家纺专卖点也设在袁家岭，该地段也散布着另外几家低档品牌专卖店和家居用品店，是目前xx家纺用品专卖店较为集中的区域之一。 从目前xx家具（家居）专业卖场看，家纺产品只占次要地位，产品种类和品牌影响力都比较有限，比较有代表性的是万家丽广场“东方家园”，目前在卖场内销售的
5、家纺用品品牌主要是馨而乐、京坛、富安娜等几个品牌。 2、竞争品牌调查情况 竞争品牌是本次调查的核心，而作为对于梦洁构成竞争力的中、高档品牌中，罗莱、恐龙、喜莱登等为代表性，其表现上都有以下特点：采取多元化品牌策略、引入西方流行的设计元素、终端商场集中在最高档的繁华地段、整体终端形象突现品牌形象的品位和档次。但同时，如博洋、富安娜、多喜爱、澳西奴等品牌在终端也具备很强的竞争力和影响力。 目前以套件、大包装为主要特色的有：罗莱、富安娜、喜莱登等为主；以散件为主要特色的有：澳西奴、多喜爱、艾迪蒙托等。但各品牌更主要的是套件与散件的交叉组合，销售上更为灵活。 从价位来看：千元/四件套以上为主的品牌有喜
6、莱登、罗莱、雅芳婷等，600-1000元/四件套为主的品牌有澳西奴、艾迪蒙托、多喜爱等为代表。 从品牌定位和品牌印象来看：罗莱品牌整体风格以时尚、优雅、温馨为特色，设计元素中揉入女性化、欧洲风情和复古元素，产品主要以豪华套件、单件组合、欧式套件、被子、枕芯、盖毯休闲毯、夏令用品等类别为主；恐龙品牌整体沿乘法国和意大利的设计风格，将中世纪风格和时尚元素相结合，追求舒适、温馨和有品位的品牌文化；喜莱登本身作为国外品牌，其形象更是以西方文化背景为特色，时尚感很强，表现出简约风格，色彩以白色为主调；多喜爱品牌色以蓝色为基调，其整体形象在消费者传递着和谐风格，表现出日夜相伴、真诚恒久、共享幸福时光的品牌
7、文化内涵；另外如澳西奴、富安娜、博洋等品牌都走的是大众化路线，其品牌风格都以温馨、舒适等为表现形式，色彩上也更为丰富和鲜艳，在产品路线上也都再采用多元化的设计风格，但个性化都普遍不是很强。 3、终端促销方式情况 各品牌结合自身的品牌定位和销售策略，在终端都以不同形式的促销方式在扩张市场份额，扩大品牌影响力，而大多数的促销方式都比较单一和雷同，同时旺季、节假日的促销又是其中重点。 从促销方式看，目前各商场的家纺产品普遍采用的是折扣让利、买赠送礼两种形式，高价位产品更多喜欢采用买赠形式进行促销，如罗莱、喜莱登等；而中档价位产品则更多采用打折和返利形式，如多喜爱、卡诺琳娜等产品。各品牌也会根据自己的
8、产品线，进行一些配销和组合销售形式的活动，如季节性产品与非季节性产品的搭配，滞销产品与走量产品的组合等。 从促销力度看，一般强调品牌形象的产品折扣力度都偏小，如喜莱登和罗莱等产品，折扣一般都不会超过8.5折，而档次中等或大众化品牌形象的产品促销力度更强，如卡诺琳娜在友谊商城打出7折促销，爱斯达在阿波罗商场内打出满200送100活动等。 另外品牌产品将折扣促销与会员制度的结合也正成为一种趋势，利用会员制度来稳固消费群体，增进二次消费，同时也能提升品牌形象，更多走高端品牌路线的产品较多采取这样的方式，如喜莱登、罗莱等。 三、市场调查总结 1、走高端路线的家纺品牌不断涌现，在今后一段时期内肯定成为一
9、种趋势，无论是国外品牌还是国内有实力的品牌，对于市场的冲击力度不断加大，在终端的争夺将表现的尤为突出，因此梦洁在自身发展中将要不断迎接挑战，转变思路，寻找更为适合自己的终端发展路线； 2、终端的占有率并不一定代表品牌的实力，不能一味追求进店率，更应突出重点，在重点的商场投入更多资源，使资源更加集中和优化，形成局部的强势品牌效应，在形象建设和终端管理上来体现品牌的内涵和文化； 3、在促销形式上，传统的促销手段依然有其生命力，关键是形式和表现方式上更加体现一个成熟品牌和高端品牌的手法。同时组合促销和会员促销是重要的手段，产品的搭配和组合是发挥整体效果的重要方式，因此促销的源头应从产品本身的资源入手
10、，在开发和设计的环节中就融合进去；而会员制度是品牌化路线的必由之路，完善的、合理的会员制度能成为很好的促销资源发挥的平台。Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what i
11、t was like to huddle around a shortwave radio and through the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time
12、.As a kid, I was fascinated with what goes on in the sky, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right
13、 now, if you were sitting next to me, youd hear my foot tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take
14、 a leap into an unimaginable free fall from the edge of space - live.待添加的隐藏文字内容2The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the
15、winds, knowing that if they would just line up in a vertical straight line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territor
16、y.The guy who is going to do this, Felix Baumgartner, must have that same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere.
17、As soon as the 40-acre balloon, with skin no thicker than a dry cleaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communi
18、cations), Col. Joe Kittinger. He hung his head low in mission control as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - w
19、inds less than 2 mph, with no precipitation or humidity and limited cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers
20、), drifting even higher than the cruising altitude of commercial airliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles
21、/36.53 kilometers). Here, Fearless Felix will unclip. He will roll back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell
22、be traveling fast, so despite the distance, it will not be like diving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting
23、 the top of the water, he will begin to slow as he approaches the more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Ins
24、tead, he plans to deploy his 270-square-foot (25-square-meter) main chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness
25、at mach speeds.Even if everything goes as planned, it wont. Baumgartner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.
