Fu Shi: "World Factory" Goes To "Brand Magnetism Tide".

A few days ago, the author went deep into it.

Long distance training brand strength

Experienced marathon racers hold such rules and skills: the first 15 kilometers must be slow, mainly to adjust the body and mind to the best state; the next 15 kilometers must maintain a calm mentality of competition and concentrate highly; the last more than 12 kilometers is the most critical stage of the whole marathon race, and we must do our best to make the final sprint so that we can win the final victory.

Sun Yong, general manager of Fu Shi Group, is familiar with the mystery of the marathon race.

In the development of vuge, enterprises take the centenary brand as the development goal. They not only accurately grasp the rhythm of enterprises' participation in market competition, but also improve the development mode of enterprises at a strategic height, and avoid the development of "shortsightedness", "impetuosity" and "resource depletion".

Looking back at the operation track of China's home textile brand, it should be said that there are not a few people who start off with the brand at the same time. But in marathon long distance running, many brands either withdraw from competition or have another way out of lack of stamina or tenacity.

Sun Yong told me that an internationalized home textile brand should have broad appeal in whatever country and complexion.

This charisma is the brand that is cast with its popularity popularity, lovers' reputation and religious loyalty.

This requires enterprises to be down-to-earth, hardworking and persistent, and seek for the new world through the change of customers' needs.

Nowadays, the home textile market is the era of "capital plus intellectual capital". It is not only the tangible assets of factories and equipment, but also the 3 key elements of product innovation, creativity and brand that promote and enhance each other's success and failure.

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On the other hand, the group is flexible and well functioning.

First, product innovation.

This is the core driving force to push forward the continuous breakthroughs and growth of the country.

Relying on the role of state-level enterprise technology centers and state-level laboratories, China has declared and won over 100 national patent technology, and many products and technologies have won provincial and national awards.

On the day of Fu Tian, nearly 10 new products are listed daily.

The two is creativity.

This is an important strategy for Fu's upgrading to intelligent and innovative enterprises.

On the basis of the home textile industrial park as a carrier, towels as the foundation, the bed and photovoltaic industry as the core, and the service economy as the guidance,

The three is brand.

Vrije has positioned its own brand "Sunvim" as the world's top brand. It participates in the market competition with the concept of the whole big home textile and the new marketing mode. "Jieyu" is positioned in the middle end brand, and enters the mass market with a green and healthy brand image, thus forming a high and medium brand structure.

On the promotion and daily management of brand, Fu Tian has differentiated operation of brands, and has carried out full brand dissemination, promotion and management of different target groups and markets.

In the international market, Fu Tian gradually abandoned the OEM and low price war, relying on strong technological R & D power, with sophisticated and innovative high-end products, continuously upgrading the international high-end market share, and strengthening the market expansion of the independent brand "Fu Shi", and creating a new competition pattern in the international market.

Relying on the strong backing of technological innovation, we have made breakthroughs in the brand building of "Fu Shi".

All this shows that Fu is relying on strong support from technological innovation, adequate backup of human resources innovation and the "market edge" of business innovation, creating a new legend of home textile market operation.

From market drive to drive market

In the course of the internationalization of the domestic textile enterprises, most of the Chinese textile enterprises have a history of making OEM for foreign enterprises and processing the OEM.

Sun Yong told the author in an interview: "if only rely on

In the past, we chose creative production.

That is to say, after every season's international popular products are released, the design masters of foreign countries only give the concept of product design to enterprises, and Fu Tian completes the design and development of specific products.

Thanks to the mastery of the important part of independent design and development and the added value of new products, we have mastered the initiative of pricing. We not only get rid of the low value-added growth mode of simply selling the labor force, but also enhance the R & D design capability of enterprises, and become the international design team to guide the consumption trend.

Now, Fu Tian is changing from the "foundry base" to the "intelligent base" and "innovation base", pforming from "service market" to "guiding the market" and becoming the high-end of the global home textile industry chain.

With the increasing popularity of the brand in the international market, furth also realizes the complementary and strong combination of the production factors at home and abroad through the integration of international resources of its own brand, so as to maximize the use of global resources.

In the international capital operation of the brand, as a listed company, Fu Tian has established the international sales channel of its own brand, and has also implemented the business strategy of "two-way borrowing and taking the opportunity to lay eggs", and gradually completed the goal of world famous brands.

Through the competition and cooperation with international famous brands, Fu Shi quickly drew on the management process and management experience of world-class enterprises, enhanced the ability of enterprises to introduce, digest, absorb and innovate, shortened the distance from the top international enterprises, and built up a good platform for enterprises to undertake advanced business philosophy and play the international market.

Sun Yong said: "in today's increasingly personalized consumer demand, only to meet the needs of consumers no longer meet the market trend, grasp the market trend, walk in the forefront of fashion and fashion, bring consumers a brand new life philosophy, and guide consumption, that is the goal of fashion home textile enterprises. This is also a higher demand put forward by the market to enterprises."

In fact, for the durable goods such as home textiles, how to sell fast is the symbol of the rise of the market. Quality is only the health factor of consumer behavior, and fashion dynamic is the motivating factor of consumer behavior.

For China's home textile enterprises, speed is the pass for fast selling products, and slow is the epitaph of slow sales products.