Xi Danu: Go To The "People Friendly" Line And Successfully Turn To High-End.

During the interview, Hong Changma, general manager of the young and keen Nantong dandanu Home Textile Co., Ltd., was full of passion, showing strong desire for knowledge and the idea of rapid progress.

"I must emphasize that at present, Dan is not the benchmark and leader of home textile enterprises.

But we always standardize the enterprises, employees and distributors in the first industry standard.

Because enterprises only have a clear goal of the industry's first, and have the first mind, we can build the first talent team, the first product service system and service capabilities.

Hong Changma showed the modest courtesy of young and successful people.

"Noble" is not expensive.

In 2008, home textiles started in Nantong, and the brand has been in Wuhan for over 10 years.

In recent years, Xi Danu has been committed to accelerating the process of Europeanization of domestic textile consumption concept, and set up a professional R & D design center to develop talents and technology advantages, while absorbing advanced concepts of consumption abroad, and constantly bringing forth new ideas.

Its products continue to be popular, elegant, and sophisticated in the mainstream style of the world, while taking into account the simple style of fashion people.

Hong Changma said that he would stick to the road of popularization of home textiles.

This "Popularization" is different from the traditional low price and low quality. It provides consumers with brand value, practical and cost-effective products.

To grasp the consumption psychology and selectively extend the product line is a means to popularized the brand and bring more business opportunities to the enterprise.

The way of popularity is the extension of the original brand positioning.

How to get bigger crowd coverage and more opportunities for cooperation through the extension of product quality? The first thing that the brand should consider is what fields can be extended downward.

The xildanu home textile series is fully integrated with Italian style. It combines concise and delicate, elegant and thick, fashion and tradition skillfully, and jointly deduces the luxurious, luxurious and unfashionable, simple and fashionable but not monotonous attitude towards life.

After the successful design of the product, Xi Danu emphasized the harmony and intimacy of home textiles and family life in the design, so as to create a delicate and warm family atmosphere.

To this end, Xi Danu pays special attention to fabric selection, color matching and product details design and technology, showing male masculinity and femininity tenderly through bed products.

In order to ensure the quality of products, every link of the production process is strictly implemented according to the international quality certification system ISO9001: 2000 and the international environmental protection certification system ISO14000, and has formed a complete product quality system, so that the functionality, technology, matching and decoration of the product can be displayed perfectly.

Now, Daniel

Populist line

For the reporter's "civilian" positioning, hung Chang Ma rectification way: "our position is not civilians, it should be said to be close to the people."

"Our customers are not bad at spending power.

Moreover, the position of "Xi Dan" is not aimed at low-end customers, but is aimed at women who have knowledge and pursuit of quality, but our prices are low and very close to the people. This is our price strategy.

"Now many home textile brands ask for celebrity endorsements to raise prices very high, and we are not willing to do so."

However, the low price strategy is not the main means of dilant's expansion.

Price strategy needs game and balance in brand building.

The success of home textile industry lay particular emphasis on the laying of channels.

For a brand, its channel is a strategy, or a strategy that is consistent with brand positioning.

and

"We are expanding from the two or three line cities, from the scale of sales of hundreds of thousands of yuan to step by step now."

Hong Changma said.

Although the company has been established for more than 10 years, it is a matter of two years.

"The two years of performance outburst should be a great success for us."

In his speech, hung Chang Ma did not want to flaunt his achievements today. He even said, "I have been thinking recently that too fast development is beneficial to enterprises in the long run, such as Mengniu and other enterprises, which should lead to new enterprises thinking."

According to statistics, in 2009, the sale scale of the product was 80 million yuan.

In this respect, it has benefited from strengthening the construction of traditional channels; on the other hand, it owes to the brand's cultivation of network channels for many years.

Over the years, the company has been making telemarketing to consumers and persistently sending mailing materials to potential consumers to make them feel good about brands.

In addition, the brand further enhances brand influence through online marketing.

In Hong Changma's view, there is no shortage of other products, but the lack of brand awareness.

At the beginning of this year,

I haven't yet found the answer to the question of what the result of rapid development is and whether it matches with what I am doing now.

What I am most concerned about is the construction of team and corporate culture.

Hong Changma admits, "the experience that Xi Danu can say now is very few, we need more deep accumulation."

Indeed, it is still a long way to go to become a leading brand in the industry.

In the home textile industry with many brands, young brands should face not only international brands but also local brands.

In the cracks, Dan Dan grew up hard and stubbornly.