Xie Ancheng, A Southern Bedding Decorating Company: The Changing Method Of Home Textile Industry

Xie An said that in 2010, he did two things: first, to move to "capital" in Shanghai, and two to the south bedroom decoration was once again approved as "China's happy bed color research and development base".

When we said this, we were chatting in the general manager's office of Shanghai South bedding Industrial Park.

The gap between the talks is his favorite Kung Fu tea. The relocation of the headquarters is the core of its great East China layout. The official certification conveys the intimate relationship between the southern bedroom decoration and the mainstream discourse.

Two years ago, "China"

Reporter: many people think that the wider the product line is, the better the product will be. The bigger the harvest, how do you understand the positioning of home textile products? Why will the South bedclothes be?

Xie Ancheng: the so-called "focus on professionalism", concentrating resources, can stand out.

Southern bedding decorates the brand as "experts in festive bed products", which is based on the needs of the market and the characteristics of the enterprise.

According to incomplete statistics, nearly 10 million new couples are married each year, and the total amount of annual consumption due to marriage has reached 250 billion yuan, which has led to the development of more than 40 related industries including wedding dresses, festival costumes and home accessories.

Therefore, the market potential of festive home textiles is quite optimistic.

Every enterprise has the characteristics and expertise of every enterprise. Some enterprises do well in pillows, some enterprises do well in quilts, and some enterprises do well in large packages.

The biggest feature of our southern bedroom decorations is that we do well in our bed products.

Of course, almost every home textile brand has a series of happy products, but we are going to do this in the competitive field, making it the first brand of domestic festive bed products.

Reporter: I noticed that the understanding of happy products in southern bedclothes is not the traditional red home textiles in traditional sense. How did you extend the brand extension and product line in the special field of festive home textiles?

Xie Ancheng: our products include wedding, home, youth, core, summer products, blankets and other varieties. Among them, wedding category is our flagship category. It has three styles: "Chinese classic", "gentle and romantic" and "European luxury". "Chinese classics" series are mainly red, while the "soft and romantic" series are mainly fresh and elegant pink, and the "European luxury" series are mainly purple, blue, apricot and so on.

Only the red line is divided into Chinese red, wine red, Zang Hong, Bao Hong, carmine and so on. At the same time, there are also popular cigarette grey, earth color, pink and blue in recent years.

In addition, according to different stages of "happy" life stage, the southern bedroom decorations designed "European luxury" and "City fashion" series for children's happiness, such as "College style", "sweet and lovely" and so on.

The "joy" of the southern bedroom decorates the whole life and satisfies the needs of shopping at different stages.

Reporter: the professionalism of brand image is closely related to the shaping of brand culture. Please talk about how to create an expert image of festive bed products in all directions.

Xie Ancheng: at present, at the end of the day, our shopping guide will match the most suitable bedding products according to the consumer's home environment and personal preferences. On display, we can match some props that reflect the festive atmosphere, choose some essential items for marriage as auxiliary products, create an atmosphere of experiential scene for happy products, and let consumers have a clear concept.

In addition, we also planned various activities, such as group wedding and Valentine's Day activities, which were launched on the theme of "Xi". In 2009, we launched the New Year celebrations of "Xi Li" in 2009 and launched the new year products of home textiles. In 2010, we launched the "happy heart" activities again, sending red envelopes and He Suili bags to make the brand more joyful.

Our website and enterprise magazine, which are based on the theme of "celebration and marriage", have made our festive bed experts image popular among the people and become one of the obvious signs that distinguish them from other home textile brands.

Reporter: since 2001, southern bedding decorations began to implement the franchise chain system of brand franchises. At the time, many domestic textile companies pursued the sales model of regional agents. What inspired South bedding decorations to take this road?

Xie Ancheng: before 2001, we completed the primitive accumulation of enterprise development.

And our goal is to create first-class brands. We realize that only when there is a network can there be a market to create a brand.

Therefore, from 2001 onwards, we began to implement brand franchise franchising mode.