Building The Foundation Of Chinese Style Home Textile Luxury Goods

"At present, there is no monopoly brand in the industry. Such brands undoubtedly need to have a complete industrial chain to ensure product quality."

Interview with Qiu Dong, President of Ruyi group in Shandong, he is working with a head of a British department store to discuss cooperation.

When asked whether it was because of the fierce competition in the domestic textile market and the intention to further expand the international channels, Qiu Dong said that the expansion of channels and control of channel resources had been implemented since last year, but he denied the fierce competition in the domestic textile market.

"I have been engaged in the textile industry for more than 30 years. It can be said that the competition of home textile products is the weakest in the textile products. The home textile industry has only more than ten years of development history, and with the further deepening of urbanization, there is still room for development in the home textile market."

He continued, "at present, there is no monopoly brand in the industry. Such brands undoubtedly need a complete industrial chain to ensure product quality."

Lengthen

Qiu Dong said that 2010 was a year of truly expanding channels and opening up terminals.

Many enterprises are still in the shadow of the financial crisis. Ruyi group has successively held or acquired two department stores in Japan and the United Kingdom, and bought a clothing brand in Italy, thus controlling the terminal resources, and introducing Italy's advanced design concepts and superb skills.

"The reason we did this is because we found that terminals could not produce sales.

Ruyi is not a long time to do home textile brand, but based on years of experience, we know the importance of channel.

Now that it has the resources of foreign channels, it means having the ability to control the allocation of brands. When asked if Qiu Dong intends to use his resources to drive a group of brands out of the country, the answer is yes.

"Our strategic goal is to" go out "and" take out ", take good brands out and go out with everyone.

Instead of fighting alone, we hope that the best companies in the United States will jointly open the European and American terminal market.

"Not only that, but we also decided to elongate the front-end of the industrial chain.

Qiu Dong said: "raw materials can not guarantee that the subsequent production will have a great impact."

The crisis of raw materials started last year has given many enterprises such inspiration. However, because of insufficient funds and weak strength, most enterprises can only be disappointed.

In the middle of this year, Ruyi group bought an Australian ranch, the ten largest ranch in the world, covering an area of about 9600 square kilometers. Besides, the group also acquired the "Bayi" wool base in Xinjiang.

In this regard, Qiu Dong said: "wool spinning is widely used in home textile industry, and the market demand is also great.

Last year's home textile exhibition, we tried to display cashmere home textile products. This year, Luis Man, the high-end brand of Ruyi home textile, will bring cashmere products to the exhibition.

The home textile, which has its own material advantages, now has the advantage of raw material fiber. This is exactly the specific policy of "strategic positioning of the future of enterprises". In Qiu Dong's words, "we control resources and do not worry about changes in the international market".

Building luxury brands in China

The brand of Ruyi home textile is divided into 3 grades, namely, the cherry blossom home textiles with popular routes, Luis Man of the middle and high-end lines, and the high-end luxury brands that are being built.

Qiu Dong said that Chinese factories used to make OEM for foreign brands. Now the high-end products of Ruyi are produced by European factories, and foreign countries are making OEM for China.

Such products are naturally expensive. Now China has the ability to consume luxury household textile products? Do most Chinese consumers stay in the stage of internationally renowned luxury brands, can they accept the expensive luxuries produced in China? Qiu Dong said: "the overall national strength of China is improving now. The luxury consumption power of Chinese consumers has attracted the attention of the international market. With the continuous growth of economic strength, the consumption psychology of Chinese consumers has undergone great changes, and more and more people will pay attention to local luxury goods with national characteristics.

Just like Chinese furniture and Chinese courtyard style, the audience of housing is a person with a certain consumption ability and taste, and luxury Chinese textile products with Chinese characteristics will also be favored by consumers.

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Qiu Dong's interpretation of Chinese luxury goods shows people the future direction of Ruyi group and understands the intention of creating a complete industrial chain.

In general, the cultural value of luxury brands is greater than the value of real products. In order to ensure product quality, the value of the industrial chain paid behind it is far more than that of cultural value and single product value.

"Only finished products made of raw materials and processed into finished products of home textile products can best guarantee product quality."

Qiu Dong said so.

More importantly, it is said that China is a big country of luxury, referring to the fact that China is a large country that imports and assimilate luxury goods. After that, China will become a big country in creating luxury goods, focusing on creating and realizing self value.

Since luxuries have luxury products and common products, what are the specific differences between different grades of products? Qiu said: "the main difference is design and positioning, and different guidance to lifestyle."

He also told reporters that regardless of which brand, Ruyi group home textile product quality should be the best brand in the same grade.

"We don't have many advertisements, but the quality requirements for the products are very high.

I believe that "wine is not afraid of deep alley". As long as we keep steady and keep good quality, customers will come to us automatically.

Ruyi group's own technology inspection center will conduct sampling inspection on every process of home textile production to ensure the final product quality.

Quality is the most vulnerable factor to brand, so quality is the most emphasized content.

Taking both the high-end line and the mass market, Ruyi home textile seems to pay more attention to comprehensive coverage rather than single market.

In this regard, Qiu Dongyao shook his head to show that he wanted to be single-minded rather than single.

Specificity means that enterprises should concentrate on their advantages, find suitable development space, and do fine work.

Although Ruyi home textile covers three levels of high school and low school, it has found its own position in every level and has developed to a deeper level.