With the acceleration of the urbanization process, the continuous improvement of residents' consumption capacity, and the constant changes in consumer attitudes and lifestyles, the Chinese wardrobe consumer market has shown an obvious high-end trend and promoted the transformation and upgrading of the industry. According to the statistics of the national authorities, the well-known domestic wardrobe brands have made efforts in the high-end wardrobe market. In this high-end wave, Sophia, Hao Laike, and suitable brands took the lead in entering the key research and development stage.
From the perspective of market response, products with overall wardrobes and custom-made wardrobes play an increasingly important role in consumers' daily lives. At the same time, the drive of market demand has given birth to a competitive situation in which competitors are eager to imitate, and the increase in homogenized products has forced leading companies to vigorously carry out category innovation. In the contest with foreign brands, local brands continue to introduce innovative products that lead the trend. With unique local advantages, low cost of industrial raw materials and improvement of product use experience, they have won wide recognition from consumers and continue to dominate the wardrobe market. status.
In the global market competition environment, “category innovation†has become an important means for domestic and foreign wardrobe enterprises to seize market share, and successful category innovation can help enterprises to open up a blue ocean and break away from fierce market competition. At the same time, it is also a leading company. The only way to lay the right to speak in the industry. Industry experts said that category innovation is not only the differentiation of categories, but also deeper, it is from the insight and creation of consumer demand, through the breakthrough of innovation in technology research and manufacturing process to improve user experience, to meet consumers did not realize Segmentation needs.
In the Internet age, category innovation reflects the transformation of consumption patterns, and increasingly personalized, fragmented consumer demand is hidden under the erratic and scattered Internet data torrents, so how to harness and insight into network big data to guide innovative products R&D and promotion have become a common issue in the industry. The wardrobe industry should integrate global high-quality professional resources, and build an interactive platform with users through the Internet, and deeply explore user needs to carry out category innovation, so that it can make greater breakthroughs in the high-end wardrobe field.
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