Brand Creation Of Traditional Textile Enterprises In Binzhou

Binzhou is a big cotton producing city. Textile market There are many enterprises with large scale and many products, such as Wei Qiao venture group, Yaguang group, cheerful home textiles, etc. Textile enterprises are facing difficulties in raw material costs, labor costs and difficulties in financing loans. In addition, the development of export trade of textile enterprises in Southeast Asian countries such as India and Pakistan also has an impact on China's textile exports. How to call the brand of Binzhou home textile products across the country and even internationally is a major issue facing the textile industry in our city. Faced with these problems, our textile enterprises are also actively adjusting product and sales structure.

Faced with the development difficulties of China Textile Limited by Share Ltd as a peer, focusing on promoting transformation and upgrading and building "smart China spinning" as the focus, transformation from production enterprises to brand creativity began in 2010 to plan the establishment of a brand subsidiary to enter the electricity supplier, trying to achieve a "counterattack" through the grafting of the Internet. After nearly 5 years of efforts, its brand "blue platinum" has become small.

Recently, a reporter interviewed Gao Peng, general manager of Shanghai Textile Co., Ltd., a brand subsidiary of Huafang brand, and listened to the idea of "new business road" by home textile veterans who had been struggling for more than 20 years in the home textile industry.

"To tell you the truth, I think we have done well in recent years and we are developing very fast. But compared to a brand's sales of hundreds of millions and billions of dollars a year, we are only a few million. In terms of absolute figures, the development of our past few years is not worth mentioning. But I think we have a very good personality and we will have a good future. Gao Peng, who has a little white hair on his forehead, is quick in thought and gentle in speech. He is objective and confident in his achievements in recent years.

When reporters first saw Gao Peng, he felt like a "returned overseas Chinese" who came back from his studies. Once he was asked, he knew that he was a native born Chinese textile man. He dared to enter the electricity supplier to make a brand and did a good job. There must be several brushes.

　　 Online retailers It is part of the whole brand strategy. It is just a marketing tool, but if it is regarded as omnipotent, it will put the cart before the horse.

"Electricity supplier is part of the whole brand strategy, it is only a marketing tool. It has changed people's traditional understanding of brand, but it is definitely not subversive. If you think of electronic commerce as omnipotent, put the cart before the horse. The electricity supplier is not brand, the two are far too far away. " It is obvious that Gao Peng has a clear and profound understanding of how to use the electricity supplier to operate the brand. "I think a lot of traditional enterprises do e-commerce, that is, to sell goods, not to create a brand. A drug needs to be matched with ten kinds of medicinal materials. It is considered impossible to treat one of the herbs. It should be the coordination of the ten medicinal materials. This medicine is called brand, one of which is called electronic commerce. To facilitate understanding, Gao Peng took Chinese medicine as an example.

As a traditional home textile enterprise with a history of more than 30 years, it is a foundry for many foreign department stores and brands in the field of home textiles. Constrained by the inferior position in the industrial chain, as the cost increases year by year, the profit margins of enterprises are constantly squeezed, without their own brands, and it is difficult to work hard to get out of the awkward situation of "dressing for others".

In 2010, Huafang shares began planning to create its own brand "blue platinum". In 2011, its subsidiary, Shanghai Nong Textile Co., Ltd. was incorporated and mainly engaged in home textiles, bedding and other products. Since 2012, the new company has established its own official website in Taobao, Tmall, Jingdong, Amazon, pat and other electronic business platforms. By 2013, "blue platinum" completed the preliminary layout of the domestic sales network, and the layout of the physical store was also launched in this year.

Positioning the brand should consider which people's needs are satisfied, what products and ways to meet the needs.

"According to our traditional way of thinking, making brand is first of all considering the advantages of our factory. In fact, traditional enterprises enter the Internet, first of all, we need to clarify what the market needs, second is what you want to do, and then combine the two, so you have the right direction. This is the reverse thinking of Gao Peng's brand application.

"We need to meet the needs of our brand, what products to meet his needs, what kind of way to meet his needs, these three points need us to consider first." Gao Peng explained his brand operation syllogism to reporters.

"High quality, reasonable price and affordable public consumption" is our marketing positioning. Our brand is called linpure. Chinese is called "blue platinum". It is the combination of English link and pure, and it means "passing pure". Our products are simple and elegant, giving people a sense of elegance and purity. This is our style positioning.

To clarify such a position, it is necessary to clarify the sales pattern of the adoption. "We want to ensure that consumers get quality products. At that time, we focused on e-commerce, with the proper layout of physical stores as a supplement." Gao Peng said, the advantage that electronic commerce gives you is that your needs come from all over the country, and you get the national market at once, and opening a physical store can only radiate the consumers within a certain number of kilometers around.

"We also want to be an experiential shop, so that consumers can see and touch the products he wants."

Why do you want to be a physical store since you are doing e-commerce? "No entity stores support, and consumers can't touch your product. We also want to be an experiential shop, so that our consumers can see and touch the products they want. To open a store is to trust and endorse the quality of your product. Gao Peng said.

According to Gao Peng, the subsidiary started a physical store in 2013, including its own cross-border cooperation. There are 10 offline stores in Tianjin, Ji'nan, Suzhou, Xiamen, Guangzhou and Binzhou.

Next, the company will further expand the scale of the entity store, gradually improve the offline sales entity system, and fully connect with the online, all products, regardless of price and material quality, are exactly the same as those on the shop. The concept of "get through" is that through the o2o (onlinetooffline, online to offline) mode, you can place orders online to get goods from the physical store, or you can place orders through express delivery in the physical store. In this way, online and offline capital flow, information flow and material flow are completely opened up.

Backed by the big tree of Huafang joint stock company, blue platinum has the advantage of supply chain, and there is no inventory pressure, so it can explore the market at low cost.

"The probability that Shandong's traditional enterprises will succeed in brand is very low. But we want to have a try. " Gao Peng's understatement "want to try" reveals the courage and confidence of blue platinum to challenge himself.

However, what is the bottom line of "trying to"?

Gao Peng said that in addition to the full support of the company's property, the advantage of the supply chain is the greatest strength. The development of a new product by traditional brands needs a lot of investment, including design, printing and dyeing, production and many other links. "However, we can do very little for each item, and then try to explore the market. If the market reacts well, we will follow up. This is the advantage of the supply chain brought by China textile, which is the bottom line that we can stick to. " Gao Peng said.

In 2015, with the upgrading of China textile technology transformation, the advantage in the supply chain will be more obvious. "You can make a single product, only one or ten sets of a product, then sell it in advance. If you sell well, you can immediately follow up and expand production. So inventory will be lower, the development speed will be faster, and there will be no inventory pressure.

According to Gao Peng, the further optimization of the supply chain can also meet the individual needs of customers. For example, the wedding photos can be customized on the bed or curtain.

The development of home textiles in China must enter into a fully competitive era, just like Chinese clothing.

After graduating from technical secondary school in 1992, Gao Peng has been working in China Textile for 23 years. Before 2008, he had been engaged in production and technical work. He started as a technician, workshop director and director of technology center. Since 2008, product development and sales have been started, and brands have only been started since 2012.

After marketing and brand operation, his biggest hobby is shopping and reading. One person can pack 10 hours a day by carrying a bag.

"To see the products of famous brands, to see prices, to know which to sell and what to sell, to chat with salesmen, designers, and to listen to his views on future trends, all of which need to be learned." Gao Peng said.

According to Gao Peng analysis, in a more mature market in Europe and the United States, a good set of pure cotton fabric bed is about 500 - 2000 yuan, and the same quality bed products are sold in our Chinese department store for about 3000 to 8000 yuan. In the course of the development of Chinese market, they (including brands and department stores, etc.) enjoy the bonus period brought by insufficient competition.

He predicted that China home textiles The development will definitely enter into a fully competitive era, just like Chinese clothing. At that time, there will be a large number of mid end brands, just like the developed markets in Europe and the United States, and the brand must be individualized, with a very good cost performance. Blue platinum is also in the direction of this development trend in product design, price, marketing positioning and many other aspects of efforts, looking forward to "accumulate."

"Making a brand from 0 to 1 is a qualitative breakthrough. We have always reminded ourselves that we are a strong little ant."

"If a brand is made 100 points, the first five years will be 1 points, from 0 to 1, which is a qualitative breakthrough. But I have always told my staff that we are a strong little ant. Gao Peng has a clear understanding of blue platinum.

For the "small success" blue platinum, Gao Peng admitted that now the company's brand operation level, the understanding of the brand and other aspects of the need for improvement. "As a new brand, we are not constrained by a certain point, but we need to improve every point in the chain."

According to Gao Peng's vision, the future blue platinum will be dominated by textiles, integrating all furniture, accessories, lamps and cutlery related to household consumption, and will become a home brand in a collection store mode. "Our dream is to help consumers realize their yearning for home. All categories should be in line with the blue platinum pure feel style, which is in line with quality and reasonable quality.