Zheng Sijian, Founder Of Italy Home Textile Brand, Casa Tianjiao, Said: The Soul Of The Brand Can Not Be Duplicated.

The picture shows Zheng Sijian (right four) discussing fashion trends with customers and designers.

A word is like a man, a man is like a man, and a brand is like a man.

Zheng Sijian, founder of Italy famous home textile brand "Casa Tianjiao", chairman of Casa Tianjiao International Co., Ltd.

After his pioneering work, he did not have the slightest vicissitudes of the world. It was the unadorned simplicity and humility of the years, the obsession with art design and the love and fanaticism of the sport.

In his first interview with Zheng Sijian, his pursuit of quality of life, modesty and easy-going and the sunshine from the bottom of his heart left a deep impression on the reporter, just like the high-end home textile brand he created by himself.

It's better to do art than to do business.

Zheng Sijian, who was originally from Guangdong, made cotton yarn in Hongkong in the 70s of last century.

Zheng Sijian successfully registered in Italy in 1993.

Ott Lou Chief said: "people can contribute all their strength, energy and knowledge to their beloved cause, so this undertaking will be better and more effective."

Zheng Sizheng is the practitioner of this famous saying.

In 1993, when the company was founded in Hongkong, Zheng Sijian invested 15 million yuan to build a factory in Shenzhen, Guangdong. He also started working in Shenzhen in the daytime and returning to Hongkong in the evening to enjoy a shuttle life.

Design inspiration comes from the art elements of Italy Renaissance.

Why should a brand of thinking be afraid of duplication?

The phenomenon of brand piracy, which is much criticized and repugnant, seems to be a driving force for enterprises to constantly innovate and surpass, and not dare to slack off in Zheng Sijian's view.

Zheng Sijian said: "thoughtful brands never fear being plagiarized, because the soul of a brand can never be duplicated.

We often see that the international brand is copied, but it has never been surpassed, because the imitation is only the shape, and the imitated is the thought and the connotation.

The difference between genuine and imitation products is obvious.

The research center of Casa Tianjiao is mainly located in Italy.

"The production of every product is not accidental. Behind them there are ideas, stories, and exquisite workmanship. Simple imitation can not get such artistic effects."

Zheng Sijian said, "influential brands are easy to be plagiarized, which in itself proves that we are leading the trend, and at the same time, we are constantly innovating."

Approaching the beautiful household products of CASA, you will be infected by their artistic charm.

All of them are made of American cotton and adopt advanced dyeing and finishing technology. The unique interior design and products are all up to the international environmental standards, giving the Casa Tianjiao a very comfortable and soft handle and quality.

When the Casa Tianjiao brand entered people's life, its exquisite life idea also imperceptibly entered people's thoughts, enriched, beautified and promoted people's life.

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Developing the mainland market and achieving strategic objectives

Before 2004, Casa Tianjiao was specialized in Hongkong market.

In Hongkong, which has a population of 7 million, the annual sales volume of Casa Tianjiao is over 70 million yuan, and its market share is 30%.

Compared with the mainland, the large population and huge market potential made Zheng Sijian develop the idea of developing the mainland market.

As a result, Zheng Sijian began the strategic layout in the mainland market.

Speaking of the difference between home textiles and consumer groups in the mainland and Hongkong, Zheng Sijian said bluntly: "the phenomenon of excessive packaging exists in the mainland's home textile market, and packaging is better than internal quality.

However, it is extremely incommensurate with gorgeous packaging that products are dyeing, environmental protection, and design far from international standard.

What puzzled Zheng Sijian was that this overpackaged bed attracted many consumers.

This shows that mainland consumers are relatively blind, while Hongkong consumers are more rational.

Although the population of Hongkong is far less than that of the mainland, the consumption capacity of high-end home textiles is stronger than that of the mainland, which is closely related to the pursuit of high quality and fine life of Hongkong people.

Zheng Sijian made an in-depth understanding of the domestic textile market in the mainland. He believed that the domestic market was broad, but there was a big gap between the consumption levels.

Zheng Sijian's aesthetic character determines that his brand will not take the "take all" route. He aims at the high-end market of large and medium-sized cities.

Take Beijing as an example, Casa Tianjiao mainly entered Yansha, Chait, SOGO, Parkson, Xinguang world and other high-end consumer places.

In addition to entering high-end shopping malls, Casa Tianjiao also set up brand stores and living home complex in many cities in the mainland, bringing the idea of fine life to more mainland consumers.

According to Zheng Sijian's medium and long-term development plan for enterprises, the company will be listed in Hongkong in 2013. Casa Tianjiao Home Textile Holding Co., Ltd. is listed as the carrier of enterprises, under the jurisdiction of Casa Tianjiao International Co., Ltd., Casa Tianjiao home textile (Hongkong) Co., Ltd., Casa Tianjiao household goods (Shenzhen) Co., Ltd., Casa Tianjiao household products (Huizhou) Co., Ltd., and creative home furnishings (Shenzhen) 5 enterprises.

The company will carry out multi brand and multi-channel three-dimensional operation, including Casaco Finn (Casa Klivin) positioning high-end market, Casa Tianjiao positioning high-end high-end market, ELLEdeco as fashion agency brand, Casa tianu as the future supermarket channel brand, C.2 will become e-commerce brand.

Zheng Sijian told reporters that terminal expansion will be mainly based on franchisee terminal development, ensuring that terminal sales increase by more than 30% per year.

Speaking of corporate vision, Zheng Sijian has three goals in mind: to become a world-famous brand, to make global consumers chase after favors, and to respect employees and partners.

Zheng Sijian is such a person, to give people a gentle move, even in the prospect of great prospects, do not use Heroic words, it seems that everything is reasonable; even talking about the favorite racing sports, can also tell you peace and quiet adventure and excitement.

Now, Casa Tianjiao has done such a large scale and influence, and Zheng Sijian is still obsessed with the old friends who had helped him in Hongkong Yongan department store and Hebei Handan textile group when she was in trouble.