Brand is the lifeblood of a company's development and growth. Without its own brand, no matter how many products it develops, it is the glory of others. Since 2008, the brand awareness of textile companies in China Textile City has gradually strengthened. After accumulation and development, many companies in China Textile City have achieved phased results in their branding, and have gradually tasted the sweetness of brand building.
Continuous investment to strictly control product quality
Interviewee: Yang Wei, general manager of Zhejiang Jinchan Cloth Art Co., Ltd.
Core points: Quality, philosophy and persistence
Classic quotation: "We preach zero tolerance for quality, do not accept defective products in the previous links, do not produce defective products, and do not flow out defective products."
Jin Chan's brand road is earlier than many companies. In 1991, the word "Golden Cicada" was registered as a trademark and the branding operation began. Now, more than two decades have passed, "Jin Chan" brand curtains have been awarded "China Famous Brand", "Chinese Products", "Product Quality Exemption" and other titles, and have 69,000 square meters of large production base and more than 1,000 professional employees.
Looking back at Jin Chan along the way, strict control of quality and continuous investment in the brand are the main reasons why it has stood firm for many years. According to the company's general manager Yang Wei, Jin Chan's brand road is mainly divided into 3 stages. From 1988 to 1998, this decade was the stage when Jin Chan started its brand. In the late 1980s and early 1990s, Keqiao's warp knitting production was fiercely competitive. In order to distinguish it from other window screens, the company embroidered the word "Golden Cicada" on its window screens. "Because our window screens are of good quality, even if the price is more expensive than ordinary products, consumers are willing to pay." Yang Wei said.
In the past ten years from 1998 to 2008, Jin Chan closely followed the country's major trend of export business development and actively promoted import and export business. Relying on the belief that it is a brand even if it is exported, Jin Chan launched the "quality design delivery" propaganda concept. With high-end quality, innovative design and timely export dates, Jin Chan's products are sold to the United States, Canada and Europe.
The third stage started after the financial turmoil in 2009, and the export business risks increased. In order to reduce corporate risks, Jin Chan began to move to the domestic market by adhering to the concept of putting eggs in different baskets. "We have also noticed that the domestic market has an increasing demand for curtains, especially window decorations." Yang Wei said. Although Jin Chan has transferred part of its business to the domestic market, its quality control remains the same. From raw materials, semi-finished products to finished products, Jin Chan curtains need to go through 14 to 15 inspection processes. "We promote zero tolerance for quality, do not accept defective products in the previous links, do not produce defective products, and do not flow out defective products." Yang Wei said.
Of course, Jin Chan's investment in the brand has been uninterrupted. After moving to the domestic market, Jin Chan reintroduced the propaganda concept of "leading the new aestheticism" in order to keep up with the psychological needs of consumers, emphasizing fashionable home decoration, hoping to bring consumers a better mood and life. In addition, from the second half of 2013, Jin Chan began to "machine substitutions" on a large scale, investing more than 20 million yuan to upgrade all 200 embroidery machines to 112 computerized embroidery machines. A large amount of investment in production equipment makes the quality of Jin Chan curtains have a higher guarantee.
Recently, taking advantage of the upsurge of environmental protection, Jin Chan's formaldehyde removal curtains have integrated the concepts of safety, health and environmental protection into the brand. "Enterprises must build long-term confidence in investment, find accurate positioning, and adjust quality in a timely manner according to the market environment, so that the company's branding road can go further and further and smoother." Yang Wei told reporters.
Li Fenglian, the person in charge of Jin Chan curtain Huaibei flagship store:
"The quality of Jinchan curtains is unmatched by other brands. Since Jinchan curtains focus on the mid-to-high-end market, our consumer groups attach great importance to product quality and publicity concepts. For example, the recently launched formaldehyde-removing curtains will take health and environmental protection as their selling points. It will be very popular."
Look at the world and insist on original design
Interviewee: Gong Jiansen, General Manager of Shaoxing Shifanni Trading Co., Ltd.
Core Points: Original Fans, World, Big Home
Classic quotation: "The world view is the only way to observe the world."
As a member company of the China Textile City Enterprise Brand Development Promotion Association, Shifanni has always had a strong brand awareness. As early as 2007, Shifanni had officially registered the brand. According to data from Shaoxing Customs, Sivanni's annual export value in 2014 was nearly 20 million U.S. dollars, and its performance was very eye-catching. "It is not easy for Shifanni to hand over such a brilliant report card under the general weak situation of exports." The relevant staff of the China Textile City Enterprise Brand Development Promotion Association told reporters.
It is reported that Shivanni's current good results are mainly due to the brand effect. “After years of hard work in the past few years, many customers and suppliers have now become our fans, and the brand effect has gradually emerged.” Gong Jiansen explained, “In the initial stage of the brand, customers generally regard the individuals with whom they are cooperating as the main criterion. Be a customer Only when customers and suppliers become fans of the company can the company have the opportunity to recommend its own products. Only when customers and suppliers become fans of the company, the brand effect will gradually appear." In Gong Jiansen’s mind, individuals, companies, and brands, This is a gradual process. Adhering to originality and respecting intellectual property rights have always been the key words in the brand building of Shivanni. Looking back and looking forward to the brand road of Shivanni, we can probably see such a trajectory: from relying on customers to provide samples, not involving the micro-innovation stage of patterns, to the purchase of foreign designer copyrights, and the introduction of original printing products. At this stage, we are now cooperating with the China Academy of Art to build our own designer studio. In the future, we plan to rely on our own design team to take the path of 100% originality. According to Gong Jiansen, Shivanni currently cooperates with five or six designer agencies in Italy, Spain, the United States and other foreign countries. Through the cloud management of designers, Sivanni integrates the design concepts of foreign designers into its products, giving Sivanni stronger international competitiveness.
The internationality of the Shivanni brand is not only that it has an international original design concept, but also that its founder has the mentality of looking at the world. Gong Jiansen said that the whole world is now a global village, and we need to observe the world frequently to have a world view. I often travel to Europe and the United States to visit customers in person, and listen to their needs while chatting. While obtaining information, I also complete customer service.
Based on the rapid grasp of world trend information and industry development trends, Gong Jiansen has a very clear understanding of the future development of the Shivanni brand. In the future, Shivanni may try the concept of "big home". "Sivanni can cooperate with other home improvement companies, such as wallpaper companies, and then let consumers enjoy one-stop private customization services through our design." Gong Jiansen told reporters that the concept of "big home" is not new in the home textile industry. But it is also hot. On the basis of insisting on originality, Shivanni combines an international perspective and trendy ideas to inject endless vitality into the brand.
Xu Huanguang, Manager of BIG BANG Branch of Shanchen Home Furnishing (Zhejiang) Co., Ltd.:
"We met at the Canton Fair. In the past two years of cooperation, Sivanni's quality and service have been stable, and all aspects of cooperation have been smooth. Gong Jiansen is easy-going and has a strong sense of quality and service. Our cooperation has been continuing. Shivanni is a trustworthy brand."
Develop strengths and avoid weaknesses, focus on customer service
Interviewee: Zhan Lixia, general manager of Shaoxing Fudi Textile Co., Ltd.
Core points: details, development, quality, service
Classic quotation: "The ups and downs of the market are normal. The lower the market, the more new patterns need to be developed, so that the old patterns can be sold together."
In the eight years before 2008, Fudi Textile experienced three relocations and went round and round, and finally returned to the east market of China Textile City. According to the company’s general manager Zhan Lixia, Fudi Textile mainly deals in yarn-dyed plaid fabrics, and currently has 3 stores, 4 factories and a warehouse of more than 5,000 square meters. More than 100 customers come to the door every day, and the company's performance is increasing year by year.
Fudi Textile has been writing legends along the way, and its brand road can almost serve as a model for the rise of brands in the China Textile City market. Zhan Lixia, who started from scratch, has a clear understanding of herself, and she pays attention to developing her strengths and avoiding weaknesses at different stages of brand development. In the early stage of brand creation, due to funding constraints, Zhan Lixia mainly started with some details. "At that time, other stores hadn't spent energy on the display of fabrics, so we took a different approach and cut all the fabrics into regular pentagons and hung them in rows in the store. At the same time, we also asked a professional team to decorate the store. Our store is the most eye-catching in the whole street." Zhan Lixia said proudly. Another innovation of Fudi Textile is that it is the first to provide free color sample cards in Textile City. In the minds of many business operators at that time, providing color sample cards for free would not only increase the cost of enterprises, but also greatly increase the probability of fabrics being counterfeited. But 5 years later, through free color sample cards and feature display, Fudi Textile's performance far exceeds those of those stores that have been in business for more than ten years.
As the brand becomes more and more well-known and the company's strength becomes deeper and deeper, Fudi Textile shifted its development focus to the development and design of patterns. Zhan Lixia said that all Fudi Textile products are original, and the pattern update speed is also very fast. New products will appear on the market almost every 15 days. "When the market is low, the production can be reduced, but the types of patterns must be rich, so that customers have sufficient room for choice." Zhan Lixia said. If rich and original patterns are the main attraction of Fudi at this stage, then quality is an important guarantee for Fudi to be confident and continue to develop. "In recent years, Fudi has placed more and more orders on Taobao, and Taobao customers directly face consumers. Once the quality of the fabric is not up to the standard and the consumer requests a return, then as a supplier, this customer will naturally be lost."
All along, Zhan Lixia has not given up on her service. "Unconditional return" is the sincerity of Fudi Textile. As a self-made textile worker, Zhan Lixia is well versed in the worries of returning goods. "When we first started, we didn't have our own factory, and all the products needed to be purchased from other companies. At that time, we encountered the problem of returning goods, which was very troublesome." Zhan Lixia said frankly. Because of the common experience, in Fudi Textile, all the requirements of customers can be discussed. If the customer wants to return the product, even if the fabric has no quality problems, it can still be returned. "The road ahead is still long. We use our sincerity to impress our customers. In the future, customers can think of us if they need it." Zhan Lixia told reporters.
Zhu Xiaolong, the operator of Huzhou Zhili Along Plaid Cloth Shop:
“Although I have heard that Fudi’s plaid fabrics have many patterns and high quality, we really cooperated at the end of 2013. After the cooperation, I found that the quality of Fudi’s fabrics is indeed better than that of our peers, and the price is very real. Service attitude It’s also very good. Samples will be delivered quickly every time I call. Although there is no detailed statistics, I place a lot of orders every year."