In recent years, along with people living standard and the improvement of social civilization, the concept of leisure, signs of recovery in acceleration console market in China.

The console into the community

In order to make sewing machine to return to the family, China sewing machinery association and console businesses have been continuously making efforts.

Into the community series activity is sponsored by the China sewing machinery association in 2014 "flagship product" console promotion activities.At present, the association has teamed up with leap group respectively, butterfly at work at the console in the Beijing industry and commerce university and double Wells street double garden community has carried out two times.Attracted hundreds of people to participate in the experience.

"When sewing machine become like this?"This is the console into community activities most people ask the sentence.Participants zhao aunt said, hear to do console experience activity, community said she's first impression is that the machine has what good experience?To the scene, however, a look, just know now household sewing machine is not entirely imaginary, clumsy and heavy single function of the old black machine.Small, beautiful appearance, functional diversity, electric control, easily implement dozens of pattern and stitch sewing, a new type of household sewing machine really let everyone was taken aback.

It is understood that in the second half of this year the association will continue to carry out 2 ~ 3 period "console into community" activities, preliminary set in Beijing tongzhou and wangjing community.

To accelerate the return to the domestic market

It is understood that in the international market, the multi-function console has been a household necessities, sewing cloth art, deck lives.According to the American association for console is introduced, in euramerican market, one over ten of the family to use a sewing machine.Brother sewing machine is introduced, in Japan, the console penetration rate has remained at more than 70%, in 2013, Japan's domestic production of household sewing machine reached a staggering 100.71%.Seam school art class, work in the community, enterprises will also be a game of sewing, mother do cartoon book bag, lunch bag for children at home, chair cushion, such as household sewing machine already melt into their life.

We see the console manufacturers domestic this huge potential consumer market, no matter how low the domestic market, in order to leap, butterfly, ten thousand d, represented by the stronger console companies have been ongoing preheating of the domestic market and expand: in line with international standards, the introduction of production line, the positive research and development production of the new multifunction console;Open chain stores in the major cities, supermarket, shopping center console counters, expand sales market, make its slowly return to the line of sight of people;Open seam art classroom, a quilt classrooms, demonstration, explaining the operation of the multifunction console way;In jingdong, * treasure, Tmall line electric business platform, innovative sales model;Increase advertising, and related activities, promote related the popularity of art culture.

In recent years, China's household sewing machine production is controlled in 5 million, domestic sales of the steady rise of less than 100000 units from 2006, sales of 200000 units in 2011, to 2013 sales to 500000 units, some big cities of the console market increased exponentially.Multifunction console as people fashion leisure life information, step by step to complete the role transformation.This time, the console market is expected to be a strong recovery.

Return to have challenge

"Association in recent ten years continuous attention to the console market, also popularized in energy joint art culture."Console into the community activities, according to liu, head of the association of research, investigate the console market every year;Let console enter the campus, let students accept the seam art culture;Universal sewing culture education, since internal learning, leading to the industry.And enterprises in the aspect of promoting console to return to the family also has a lot of investment.But subject to various factors, the activity is tepid.

The pace of home console strides the primary factor, is to increase the awareness of the audience.Due to the console home increasingly distant, propaganda are rich enough.The young people of our country the understanding of the new console at the "random individual" stage, and the old ideology still stay in the memory of old black sewing machine.In addition, there are not understanding to console the audience consumption habits, consumer market segmentation is not in place, the imperfection of the supporting service system, in the late after-sales maintenance, training and so on is not enough human nature.

A better understanding of residents' consumption habits and let them see the sewing machine "toy" brings to life qualitative change, the service range extended to every household is the key to the promotion activities.

In addition, the console promotion activity itself also has the certain difficulty.Activities for audience classification clear, but the difference is very big.Experience activities in the face of the community is different, also reflects the essential difference of the masses to participate in, the school is faced with more staff groups, community surrounding the plant is affected by many working families, high-end communities face are mostly middle and high income families.And multi-functional household sewing machine is divided into electric sewing machines, electronic sewing machine, digital type main sewing machine, such as species, function price has obvious differences.It is easy to experience the "see spent eyes", do not know from which to learn.

Therefore, association and enterprise, how to choose the area provide differentiated console types, materials and services to the target archery, let the target of the event, is the promotional activities to solve the main problems in the future.

Association plays act in an opera in the enterprise

Let the console home is not, of course, is impossible.Platform structures in the face of these challenges, the association, and promote and guide its development, but the real use of the protagonist or console.Only assist companies changed their way home to more smooth.

According to liu, the association this year will also be established for the console branch;Launch joint art home magazine;Strengthen the communication with the United States, Japan and other places the console association, to discuss the future prospects of the development of household sewing machine.

For console promotion activities in 2014, mainly the butterfly Zhu Zimin console sales manager thinks, association by giving full play to the advantages of their own, find out the market demand, on the root cause for the enterprise publicity console provides power, help enterprises to open markets.Zhu Zimin also said that in the grand strategy of association to promote the console, association of enterprise should not only cooperate with the related work, hand in photograph reflect with association is very important.Play to the subjective initiative and advantage at the same time, with the help of the influence of this activity, further intensify propaganda, innovative sales model, improve the product after-sales maintenance, training and other supporting system.

Association secretary-general xiao-jing Yang stressed, association and enterprise can give full play to its own advantage is the basic standard of success for console promotion activities.Association of flying platform for the enterprise, leading the industry enterprise development;Companies want to show off their own charm, using the right place, right time, and open the door to the console.