Xu Xinbao, General Manager Of Hong Kong Group Changjiang Company: To Take Multi Brand Strategy

The red bean home textile is one of the ten major subsidiaries of the red bean group, Wuxi Changjiang Industrial Co., Ltd.

Under the strong support and guidance of the red bean group and the Yangtze River company, red bean home textiles should be born now and has laid a solid foundation.

Today, red bean home textiles has become the new representative force of the home textile industry by virtue of its brand advantages and fine, professional and systematic management advantages.

At present, the red bean home textile is mainly made up of medium and high grade products. Almost all kinds of home textiles are included in the product category.

At present, it has built nearly 1000 retail outlets in major cities and cities in 29 provinces, municipalities and autonomous regions.

In 1998, the company passed the Jiangsu Quality Assurance Center quality system certification and certification, and became the first enterprise in the home textile industry to pass quality certification.

In 2004, through the integration certification of ISO9001, ISO14001 and OHSAS18001 three systems, it became the first domestic textile enterprise with the certification of quality, environment and occupational safety and health management system at the same time.

In 2007, red bean home textiles was awarded the title of national inspection free product.

　　紅豆家紡依據品牌優勢的同時，成立了專業的家紡研發中心，擁有一支高素質設計團隊，竭力為企業提供專業化的配套服務。現在已經形成從花型設計、款式設計到整體品牌定位、產品形象設計和營銷策劃的功能齊全的設計中心。企業現有的20000平方的生產車間，更是一個集研發、生產、銷售于一體的現代化家紡生產基地。2008年7月23日上午10：00，紅豆集團長江公司總經理徐信保接受了記者的專訪。

Reporter: what kind of assumption did the management of the red bean group make to the red bean home textile?

Is red bean home textile basically running according to your plan?

Xu Xinbao: it should be said that after its own development, the red bean has become a household name in the textile and garment industry, especially in the clothing industry. It is also a leading industry in the clothing industry, ranking second in the apparel industry for seven years in a row.

As we all know, China's textile and garment industry is actually divided into three parts: one is industrial textiles, the other is household textiles, and the other is clothing.

Among these three blocks, in fact, household textiles are also three parts of the world. According to the market share of western countries, household textiles should account for about 36%. In these three blocks, the market prospect of household textiles is still very large.

Therefore, after we have made the clothing industry serialized, and after laying the leading position in the apparel industry, we also hope to enter the household textiles and industrial textiles through the extension of the brand.

We have already done in the field of industrial textiles. We think the prospect of home textiles is very good. Because of the influence of the red bean brand itself and the popularity among the ordinary people, we decided to enter the household textile industry.

We have really entered the household textile industry since 02 years ago. At the very beginning, we were just trying to do it.

Because after 2002, the concept of home textiles came into being. It was also known to the common people that home textiles now knew that home textiles might not be clear and felt that the concept of quilt quilt was not a big concept of home textiles.

After 02 years, the development of the whole industry should be very fast. The annual growth should exceed 25%, and the growth rate is very fast.

06 years later, the home textile industry entered a period of adjustment, from product competition to brand competition.

In the stage of product competition, brand influence can not play a greater role in the market. It is entirely some industrial clusters and some low-end products in the whole market, but the impact is still relatively large, and the whole industry was also developing at that time.

06 years later, we made some strategic plans for the entire home textile industry. According to the accumulation of development in the preceding four years, we put forward a development strategy such as multi brand and internationalization. Now we basically push forward our work according to such a strategy.

Reporter: Luo Lai has made a survey to say that the home textile market is actually a market dominated by women. What are the specific measures to attract female buyers in the market faced by such a woman?

[Xu Xinbao]: first of all, we have a very good combination of red bean brand and home textile, because for so many years, red bean has been promoting a kind of love culture, love, affection and friendship, a little Wang Wei's Acacia poem: red beans are born in the south, and there are several branches in spring.

I think this poem is the best way to impress female consumers. Is that the truth?

Moreover, home textile is a kind of warm and home-based feeling. So I say that our red bean home textile has natural harmony in this respect. When it comes to red bean home textiles, female consumers will naturally have a good sense of intimacy.

So in fact, we are also using the brand culture of the red bean brand for many years to spread well into home textiles.

Of course, other measures, such as store and operation, are targeted services and practices.

But first of all, I agree with the brand fit.

Reporter: how can red bean home textiles build its own brand in the increasingly fierce market competition and seek further development?

Xu Xinbao: the competition in the home textile industry has entered the second stage, and the garment industry has entered the third stage, and the competition is more intense than that of home textiles.

The home textile industry is still in a stage where everyone can develop. It has not yet reached the market share of me, and your market share is smaller.

The current market volume of this industry, the curtain, cloth all count up, 700 billion of the sales scale, if the curtain, cloth art market also has 500 billion market share, so the market is very big.

Due to the current market share of the industry, the market share of the top brands is not high, and the concentration of the industry is not very high.

In the process, red beans determine our multi brand and international strategy. Our strategy is innovation, excellence and initiative.

Because with the development of this industry, with the changing demand of consumers, this industry has changed from the functional needs of original products to a spiritual and cultural demand. Sheets and quilts are no longer just a functional demand for warmth. Therefore, according to different market segmentation, according to the different needs of customers, brand competition must be a development stage with more accurate brand positioning and more and more subdivision of the market.

In the early days, there was no subdivision of home textiles. Everyone made sheets and quilts, and did not want to subdivide them. But now there is a subdivision in the stage of brand competition, and there is a positioning.

Therefore, we now have three brands: red beans, Acacia beans and red beans. We have made different positioning and subdivision of them. We mainly take red bean as the main body, monopolize it, and take the middle and high grade as our popular promotion. The red bean brand should form many brands and form a brand family concept to participate in the competition of the whole market.

Of course, we still lack the high-end brand at present. We also hope that through the two years of our contacts and negotiations with some foreign brands, we hope to introduce international brands to high-end market through cooperation or even acquisition.

The high-end brand and the popular brand of red bean can form a brand structure and form our multi brand competition pattern.

In terms of internationalization, we hope that our brand will not only be confined to the domestic market in terms of home textiles. We must have a global vision. Our internationalization is divided into three steps. The first step is to do well in our existing foreign trade. The second step is to develop R & D cooperation, and the third step is to export the brand.

Now our R & D is also doing some product development cooperation with foreign companies. In the past two years, the export growth of our home textile industry is also very fast. The third step is that we hope our own brand export can have our place.

We have a clear direction. We plan to set up our R & D center in Hongkong next year, and then do some cooperation with other countries. Later, through three to five years of efforts, we can open the shops of the red bean home textile to Hongkong and open to foreign countries.

In terms of the specific promotion and shaping of the red bean brand, we should borrow the accumulation of the red bean brand for many years to promote the brand's original popularity and reputation. On the other hand, in view of the characteristics of our home textile industry, we should mainly do the differentiation of image, the differentiation of products, the differentiation of services and the differentiation of culture, so that our brand can be deeply rooted in the hearts of the people.

Why is brand becoming more and more important?

Because now is a highly developed commodity society, consumers will choose more and more shopping, consumers will make decisions every moment, and consumers can not become experts in every industry, so this time, the brand is also a promise and a promise to consumers.

Your red bean brand, I buy your brand to enjoy the promise of your brand, my product is guaranteed, service is guaranteed, after sale is guaranteed, if any problem can be found, you can avoid the consumer in the decision-making process to do a lot of thinking, hesitant, if not brand, he will not have the stability of the heart, he did not know what to buy this brand later.

Therefore, we understand the brand, one is the consumer's cognition, the second aspect is a commitment to consumers.

Reporter: what unique experience does the red bean home textile have in terms of product design, brand building and channel operation?

Xu Xinbao: R & D, we have built a R & D center ourselves, doing research and development on our own.

But we all agree that our independent research and development is to maintain the brand's style. We must independently research and develop R & D, cooperate with R & D as a whole, independently develop and solve the brand's style, and cooperate to develop the brand's expansion and fresh activity.

So of our brand products, 50% of the products are self-developed, and 50% of the products depend on cooperative research and development.

Cooperative research and development is one of our cooperation with design companies. On the other hand, we are cooperating with some professional factories. Because of the characteristics of this industry, some factories are doing a certain kind of products. For example, my factory makes quilts very distinctive. This enterprise has special features in making packages. This enterprise has great features in making large sets and multi piece sets.

So when we plan for the overall planning of the brand products, we only finish 50% of the style products, and maintain the product development design with independent brand image, while some other designs will let our cooperation factory complete.

Because our grasp and grasp of the market is a main body, and every enterprise has its own advantages. Every company has its own advantages, and has its own information channels.

Now the product is no longer a dead product, now more and more pay attention to fresh activity, it is not the freshest, just like fruit, your product's freshness must have.

Of course, our R & D center is not only to serve our own brand, but to serve the whole industry.

In terms of channels, we are now focusing on the promotion of monopoly.

Monopoly has been carried out to the third generation shop -- the consumption era of experiential shop.

So we have to build a one-stop home life service. Now we integrate the home textile products, bathroom products, home service products, underwear, bra, this series of products, as a whole, a one-stop shopping experience, as a female consumer, she can feel the warmth of home when she comes to my shop, and everything I need at home is ready for you, you can choose.

We are now pushing the mode of life shop in such a store.

In fact, I think the most important thing is how to make it well.

What do we mainly grasp?

One is the location of shops, as Li Jiacheng said, lots or lots, so the most important thing in business operation is selection.