Oriental Carpet &Nbsp; China Carpet Carrier Set Sail.

In economics, there is a famous "smile curve" theory: the middle of the curve is manufacturing, the left is design research and development, and the right side is brand marketing. On this curve, the high added value of the product is more reflected in the two ends.

All along, in the face of "smile curve", Chinese home textile people still can not smile. For this reason, Yang Donghui, vice president of China Textile Industry Association and honorary president of China Textile Association, once pointed out: "the weakness of China's home textile industry is precisely the two corners of the smile. The current industrial upgrading is to raise two corners of the mouth, grasp the design and research of the industry, and promote the brand marketing, so as to enhance the core competitiveness of China's textile industry.

Recently, when the reporter walked into Binzhou Oriental carpet Group Co., Ltd. in Shandong Province, he was surprised to see the raised mouth corner, a brilliant "smile curve" originated from oriental culture.

Not long ago, the East Carpet The "Orient" trademark of the Group Limited is recognized by the state authorities as "China famous trademark", which greatly enhanced the competitiveness and influence of the "East" carpet in international and domestic counterparts, and expanded the popularity and reputation of the "Oriental" brand in the domestic and foreign markets.

Breaking cocoon and transforming butterflies: building national carpet carriers

As is known to all, mechatronics has triggered a revolution in the production mode of carpet weaving industry. Industrial transfer in developed countries in Europe and the United States has brought opportunities for the rise of China's national industry. The annual demand growth of over 20% shows a vast market space, which makes "woven carpet" a "sunrise industry" in China. While domestic enterprises are growing from imitation, product homogenization is becoming more and more serious and competition is becoming more intense. After experiencing the "clone" stage of foreign products and technologies, Han Hongliang, chairman of Dongfang carpet Group, has begun to understand the decisive role of quality, innovation and service in product competitiveness. He boldly said: "quality, innovation, service demand comes down to one point is brand."

"Enterprises and people must have ideals and dreams." Han Hongliang said, "our dream is to become an influential and well-known Chinese carpet enterprise in the world, and to create the leading brand of China's carpet industry." To this end, the Oriental carpet Group vigorously implements the brand strategy. Through the core concept of "glory, transcendence", it accumulates its popularity, reputation and loyalty with strong innovative ability and constantly improving service system, vigorously develops domestic and foreign markets, and achieves international integration, so that products occupy a leading position in the domestic market. Along the way, "Oriental" trademark and "Oriental" brand products have won the honorary titles of "famous brand in Shandong" and "famous brand in Shandong", and their comprehensive economic indicators are among the forefront of the carpet industry.

In the "East" is recognized as "China" well-known trademark "Han Hongliang, the navigator of the Oriental carpet Group, told reporters in an unusual tone of voice:" this is only a full affirmation of our brand image. Striving to create "China's well-known trademark" is not only the only way to expand product awareness and enhance the core competitiveness of enterprises, but also an important part of the internationalization strategy of enterprises.

Han Hongliang knows that if he wants to build a world-famous Chinese brand, he must establish a hundred years' brand management strategy. Nowadays, focusing on product development and brand marketing has become the two focus of the company's attention. "Winning the" well known trademark of China "is just the beginning, and the building of" Oriental "brand has reached a new starting point. Han Hongliang said, "in the future, Dongfang carpet Group will promote enterprises to become bigger and stronger, and devote themselves to creating a national carpet industry aircraft carrier. Taking Yong Chuang's "China well known trademark" as an opportunity, based on independent innovation and integrating various advantageous resources, the "Oriental" brand strategy will be implemented and built more forcefully.

Han Hongliang also said that the eastern rugs will expand themselves through basic management, scientific and technological research and development, brand building and domestic and foreign market development. They will effectively integrate China's strong cultural background and carpet design, bring forth the new and bring forth the new, combine tradition and modernity, make products conform to the trend of the times, integrate the nation and the world, and integrate into multiculturalism, making Oriental carpet truly become an internationally famous brand in the carpet industry.

Arduous pains: from "critical" to the top three industries

Behind the butterfly, there is a painful pain in the cocoon. Behind these heavy honours medals, the Oriental people unremittingly pursue and explore.

"Products with independent intellectual property rights can enhance the added value of brands, and the establishment of brands can broaden the sales channels of enterprises. These two aspects can not be reduced." Han Hongliang said. The Shandong people who launched the "Eastern rug" national flag in the crisis and made more than 20 years of textile business have embarked on the journey of climbing to the "Smiling Curve". He spent 10 years to turn a "critical" state-owned enterprise into a leading industry.

When it comes to how enterprises succeed, Han Hongliang has repeatedly stressed the word "brand building".

For the brand, Han Hongliang has his own unique view: "engaging in brand and technological transformation is not the same, it will not get instant results. It needs a subtle process." It is also in this process that Eastern carpet has been stationed in the conference hall of the Great Hall of the people, the Shanghai International Convention and Exhibition Center, the Osaka Expo Center, and the hundreds of hotels such as Beijing Hotel guesthouse, Tianjin Yingbin Hotel, Tokyo Sun City Hotel and so on, and gradually laid the brand position of their professional hotels. As a partner of the Beijing Olympic Games, the eastern carpet has made use of this golden opportunity to launch a beautiful marketing campaign.

The importance attached to brand, especially trademark, brings not only a series of honor, but also a return on economic benefits such as sales revenue. In recent years, with the continuous improvement of the brand awareness of Oriental carpet, many customers have been attracted by it, and many orders have been filled. Even many customers have proposed the requirement of opening the Oriental carpet store. In 2007, Dongfang carpet also won the "international environmental carpets certificate" jointly issued by the China Arts and Crafts Association Specialized Committee and the American carpet Association.

At present, the eastern carpet has a pivotal position in the industry, ranking the "forefront of China's woven carpet industry brand".

Regeneration of bath fires: Exploration of low carbon cycle mode

Promoting energy conservation and emission reduction and developing circular economy will not only protect the environment, but also save resources and reduce it. Production costs To improve the market competitiveness of enterprises, the development path is regarded as the only way for transformation and development of the textile industry. The Oriental carpet has not only a clear understanding of this, but also an attempt to start this transformation ahead of schedule. {page_break}

In the interview, Han Hongliang told reporters: "environmental carpets are the trend and trend of carpet development. Oriental carpet will make full use of its strong scientific research advantages and actively create environmental carpets."

It is understood that the eastern carpet has broken the original development mode in the development and research of carpet technology, and launched the "three-dimensional development mode", making full use of new materials, new technology and new technology to develop new products, and developed a recycling development mode.

A few years ago, Binzhou's first press conference on Eco fiber products was held in Dongfang carpet Group. "Dongfang" brand carpet became the only textile product in Binzhou that used "eco fiber" logo.

In the marketing of new products, Dongfang carpet actively advocates the concept of green, environmental protection and fashion, advocating the ratio of brand value to the value of hotel projects, and meeting the different needs of customers.

It is reported that in addition to green environmental protection, the product developed by this model has the characteristics of softness, good handle, wear-resisting, durable and not easy to lose hair, compared with ordinary carpet. At the same time, it also has the advantage of bright colors, rich patterns and obvious three-dimensional effect.

In recent years, Oriental carpet has been catching up with the excellent situation of economic development. It has made great strides in emphasizing technological innovation and increasing enterprise innovation, especially in the field of new product development and market promotion, and has launched a large number of products representing advanced level of the industry today, such as imitation high-end Wilton cut flowers series, SHAAGY series, PSHAWER series, Weiss's carpet and Tibetan carpet. Among them, the high-end Wilton cut flowers series harmonize the traditional Chinese elements with the current trend elements, so that the carpet series not only has strong ethnic culture characteristics, but also highlights the concept of environmental protection and fashion, and takes the lead in the industry.

"The traditional textile industry must be transformed, and this is a race against time and can not be lost." In order to speed up the construction of Binzhou as the "capital of China's Cotton Textile City", Han Hongliang said that the future Eastern carpet will be transformed into the high-end direction, safety, flame retardant direction and ecological environmental protection direction, so that the "East" carpet will become the pronoun of ecology and environmental protection.

Speaking of the future development, Han Hongliang is full of confidence. He believes that with the increasing consumption demand in China, woven carpet will usher in a broad space for development. He predicts that in the next 5~10 years, China will develop into a country with higher production and sales of woven carpet in the world.

Han Hongliang firmly believes that Oriental carpet will continue to create boundless splendor on the road of ecological, cultural and innovative enterprise development.