In The Warring States Period, &Nbsp Was Killed;

As a result of the evolution of pajamas.

The annual report on the development of China's textile and clothing business and brand development shows that

What needs to be explained is that the model of the survey may be confined to the clothing circle. If we expand the research model into a city, a regional city or a township, the population will be divided into workers and peasants. Then the data obtained will show a lower awareness of home clothes.

However, such an industry that many people can not say is playing an unusual competition.

Killing in Warring States Period

The development of home clothes reflects the taste of home furnishings, reflecting the life of fashion home.

In recent years, the market of household clothing industry has been developing geometrically and more rapidly. The relevant data show that the annual consumption of Chinese household clothing has exceeded 10 billion yuan, with an annual growth rate of over 30%, becoming the fastest growing variety in the clothing industry.

However, as a new clothing category, the concept of household clothes formally accepted by the market began in 2009. Since then, the function of household clothes has been deeply explored, such as the reception of home furnishing, can enter the kitchen work clothes and so on.

But overall, home clothes are still in the initial stage.

The industry agreed that so far, the market potential of home furnishing is less than 10%, and there is still a lot of market space to tap.

"For example, the clothing market has a scale of 100 billion a year, and now it has achieved 80 billion, and the home clothing market is 1 billion, only less than 1 hundred million now."

Mr. Liu Yuyang, deputy general manager of Beijing Qi Rui clothing and Accessories Co., Ltd.

It can be expected that the huge market gap has attracted many competitors to divide the cake.

Mr. Liu Yuyang told reporters that as the overall threshold of home furnishing industry is not high, capital investment is not very large. After the financial crisis, a large number of foreign trade export enterprises have been put into the home furnishing industry in the face of unfavorable factors such as weak overseas market and RMB appreciation.

"From last October to the end of last year, in just two months, there were more than 200 home furnishing enterprises on the market."

At the same time, some bra and underwear enterprises, such as admirers, cats and so on, have been eyeing their home clothes.

This is clearly not only described as white hot.

Eat crab first, such as cherry.

And the reality is that the newcomers simply copy the OEM, such as many foreign trade to domestic processing factories; or the main products are not in the home clothing field, such as love, cat and other enterprises, coupled with the general body weight of the home furnishing enterprises, and for a time, there is no leading brand in the field of home clothes, and the whole industry is in a stage of disorderly competition with no leader and hegemony.

At this stage, it is regarded as "Warring States" era by Qi Rui.

Liu Yuyang believes that "Warring States" era, the emergence of brands, awareness of confusion, everywhere is full of games and killing.

No one can form an effective development mode. Everyone is walking across the river by feeling the stones. "

Under this premise, the way of most home furnishing brands is to invite celebrities to endorse, spread advertisements, and recruit franchisees and agents across the country.

But she did not intend to do so.

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"Making" Heroes

In the view of Chi Rui, the confusion and disorderly competition in the home furnishing industry will be broken in the near future.

At that time, who can survive in the market depends on the strategic grasp of the future market structure.

"Just like Zhu Geliang in the thatched cottage has three points."

Liu Yuyang said that Chi Rui had the ability to ask big stars to speak for him, but he believed that instead of spending money on "outside", it would be better to spend money on "internal".

It is understood that today, the national layout of the Swiss brand has already been completed. The "simple and crude" expansion stage has become a history. The biggest problem facing the company is to improve the quality of agents and terminals, increase the output of single stores, and prepare for the next development of the brand.

If you want to outshine others, you won't be a hero.

Frankly speaking, it is robbing people, robbing money and grabbing territory.

For this purpose, Qi Rui invested 10 million capital to create an unprecedented "Hero Brand of Chi Rui".

In May 9, 2011, Qi Rui held the first season of the brand hero meeting in Ji'nan, Shandong -- "hundred schools of thought contend".

In December 18th, "the second season of the heroes of the Qi Rui brand, the Warring States Group" was unveiled in Xinzheng, Henan.

It is understood that the "Qi Rui brand hero Association" has six seasons, namely, a hundred schools of thought contended, the Warring States heroes meeting, the Taiping heroes list, the Three Kingdoms club, the heroes of the Tang Dynasty and the Tang Dynasty romance.

In addition to the two seasons that have been held, the four seasons will be held in Shaanxi, Hubei, Hangzhou and Beijing respectively.

"The heroic meeting is actually a centralized training, and it is also a competition."

Liu Yuyang said, we try to understand heroes, create heroes and build heroes through such a draft.

According to introducing, during the heroic meeting, Qi Rui will invite domestic first-class trainers to concentrate on training for agents, franchisees and company employees. This process can not only acquire knowledge and experience for dealers, but also improve the overall quality of the company's brand operation team through this activity, and lay a solid foundation for the future development of enterprises and make a good layout.

While training, at the same time, the three phalanx composed of terminal providers, agents and Qi Rui employees will be divided into several groups. In the interaction of trainers, they will compete with each other, the strength of competition, and the winners will win the prize of the third season, and will compete for the ultimate prize. This process is also the best way to discover "Heroes" and "Heroes".

Facts have proved that the effect of the heroes is obvious.

Shortly after the opening of the Warring States group, agents, terminal operators and employees from all parts of the country joined the group. One of the procedures was to select excellent provincial agents to be counselors of each group.

The group that drew the number of the front numbers picked out the outstanding counselors, and the counsellor who stayed on the stage finally became very embarrassed.

Just when all the people felt entangled in the scene, a participant who had taken the last number flew to the stage and picked up the last counselor. If he had won the battle, he would have invited it to the group.

In this link, he discovered the employee from the Shantou production base. His name is Lv Sicheng.

Chi Rui people are trying to integrate the talent resources in the industry in a different way and take the lead in planning for the future glory.

In fact, for the Qi Rui people, the hero will have another meaning.

"The last season will be the end of the hero, just in 2013, when it was also our 10th anniversary Daqing."

"But this is not the end. It's just the beginning."

Liu Yuyang added.